North Shore Credit Union (NSCU) wanted to dissolve its charitable foundation and the assets within it - which totaled $1 million - to pursue a new giving program. Rather than donate the funds to a variety of community causes, NSCU wanted to create a more significant impact by giving away the money to one worthy non-profit group via a grant application process. Epic PR was retained to gain positive community and media attention of the gift, and to increase understanding and recognition of NSCU's brand. The PR program involved four core strategies: member engagement, proactive media relations, member communications and external marketing. The media relations culminated in a month-long Public Service Announcement on Channel 9 featuring CTV's newscaster Pamela Martin and the song, "If I Had A Million Dollars" by the BareNaked Ladies. The PR program resulted in extensive media profile, a whopping 140 expressions of interest, enthusiastic community engagement, reinforcement of the NSCU brand, and a lasting impact on the community.
