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Macy’s Goes Solar Event
SITUATION
Macy’s, in partnership with SunPower Corporation and Southern California Edison, initiated a project to outfit 28 of its California store locations with solar panels and energy-efficient technology to reduce energy usage and to build employee and customer morale. With our help, Macy’s hoped to use this project as a means of conveying to the public its commitment to reducing its carbon footprint, using cleaner technologies, and giving back to the community.
IMPLEMENTATION
We were tasked with attracting media to the Macy’s Westminster store location for the special unveiling of the first store to install solar panels. Regional media coverage was priority for the event; however, we pursued local outlets relevant to each store location. In targeting local media in Orange County, Los Angeles, Santa Maria and the Inland Empire, coverage was not limited to the single store conversion in Westminster, but remained ongoing as each store made its switch to solar power.
RESULTS
After three weeks of extensive media outreach, the Westminster event yielded five print placements and three radio placements, as well as extended interest from outlets and continuing follow-up placements. Four of the five major television outlets in Los Angeles picked up the story—an unbelievable feat given that the event took place in Orange County. Additionally, CNN ran footage of the Macy’s Westminster solar panels as part of a larger story about the solar initiative, and NBC included b-roll from the day as part of its national Green Is Universal program. Most importantly, we were able to help carry the brand values of Macy’s commitment to the environment to its employees and to the public in Southern California.
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