CASE STUDY: Media Campaign Drives Record Attendance for Nonprofit Fundraiser

THE CHALLENGE

Greater Cleveland Volunteers (GCV), a nonprofit that connects individuals with meaningful volunteer opportunities across Northeast Ohio, relies on its annual Cleveland Pickle Fest as a critical fundraising and awareness-building event to help drive ongoing support for the organization.

While the festival had built a loyal following, GCV recognized the need to significantly expand its visibility and attendance. Previous promotional efforts had generated limited media coverage, and awareness of both the event and the organization remained relatively low across key audiences.

GCV partnered with Roopco to develop and execute a targeted media campaign that would build greater awareness for both Pickle Fest and GCV’s broader mission across Northeast Ohio. The goal was to generate a much larger media presence, expand reach into new audiences and ultimately drive higher attendance—transforming the event into a well-known, must-attend community experience.

THE SOLUTION

Roopco implemented a strategic, multi-phase media relations campaign designed to maximize exposure for Pickle Fest while keeping Greater Cleveland Volunteers’s mission at the forefront.

The effort began with research and planning, including a comprehensive review of prior-year media coverage to understand which outlets had engaged with the event, and where gaps existed. This analysis informed the development of a targeted media list that included top-tier local outlets, regional publications, broadcast media, lifestyle reporters, food writers and community event platforms. Roopco also identified opportunities to expand beyond traditional coverage by engaging family-focused publications and curated event lists that influence weekend activity planning.

To strengthen its storytelling, Roopco worked closely with GCV to highlight the unique and newsworthy aspects of Pickle Fest—from creative, pickle-inspired food and beverage offerings to the event’s role in supporting nonprofit volunteer initiatives. Vendor participation and culinary variety were positioned as compelling hooks to attract media interest, while messaging consistently tied back to GCV’s mission of building stronger communities through volunteerism.

Roopco then executed a phased outreach strategy. Initial outreach began several weeks in advance, securing early placements in “things to do” features, online calendars and preview articles. As the event approached, our team conducted more personalized outreach with key reporters, pitching feature angles and coordinating interviews to deepen the media coverage.

In the final weeks before event kickoff, Roopco intensified efforts with timely media advisories and direct coordination with outlets to encourage attendance and on-site coverage. Our team also facilitated opportunities for live segments and in-person interviews, ensuring that media coverage extended beyond previews and into real-time event amplification.

Throughout the campaign, Roopco maintained consistent communication with media contacts, monitored coverage and adjusted outreach tactics to maximize momentum leading up to the event.

THE RESULTS

Media coverage increased dramatically, with placements more than tripling year-over-year and expanding across a broader mix of media outlets than in previous years. This included feature stories, event previews, broadcast segments, digital articles, and inclusion in highly trafficked community calendars and “top things to do” lists—substantially increasing the event’s exposure.

The campaign also achieved an impressive 15x increase in overall media reach, with coverage extending well beyond GCV’s traditional audience and introducing the organization to new segments across Northeast Ohio. High-profile placements in leading local news outlets, along with broadcast interviews and podcast features, helped position Pickle Fest as a standout regional event.

From local news outlets and magazines to a national foodie blog, some of the placements for Pickle Fest included Cleveland Magazine, Cleveland Scene, News 5 Cleveland, WKYC, Fox 8 and Chowhound.

On-site media presence further amplified impact, with multiple outlets attending the event to capture live coverage, conduct interviews and showcase the festival atmosphere. This real-time exposure helped reinforce the event’s energy and community appeal while highlighting GCV’s mission in action.

As a direct result of the increased awareness, Pickle Fest saw a 25% year-over-year increase in attendance. The event also generated greater engagement among vendors, attendees and community partners, contributing to a more vibrant and successful experience overall.

Beyond attendance, the campaign significantly strengthened Greater Cleveland Volunteers’s brand recognition. By consistently tying media coverage back to its mission, Roopco helped increase awareness of GCV’s role in promoting volunteerism and supporting nonprofit organizations throughout the region—building momentum that extends far beyond this single event.