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Tanner Friedman and Goodwill Industries Recognized in National Non-Profit Award Program

Nov 18, 2009

FARMINGTON HILLS, Mich.  The one-of-a-kind "Broadcasting for Jobs" campaign implemented earlier this year by Tanner Friedman and Goodwill Industries of Greater Detroit was one of only seven marketing programs recognized nationwide by PR News in the publication's Nonprofit PR Awards program.

Judged by a blue-chip panel of communications experts, the program honors "the most talented communicators and teams in the Nonprofit sector," according to the organization's website. Awards are presented to the best, most innovative, highly creative firms that exceed industry expectations.

Acquiring time on 11 of the top-rated radio stations in Southeast Michigan in the one-day "Broadcasting for Jobs" cause awareness blitz allowed Goodwill Industries to reach an estimated more than 2.1 million listeners of all ages, ethnicities and backgrounds throughout Southeast Michigan. The campaign also reached listeners through extensive presence on station Web sites, through opt-in e-mail blasts and on the digital tuners in their automobiles.

"Broadcasting for Jobs" reached countless more individuals through earned media articles and television news segments resulting from the aggressive and targeted media relations push supporting the campaign. The campaign greatly enhanced awareness of and support for the organization's mission among potential donors and business advocates across the region, laying the groundwork for future successful fundraising campaigns, sponsorships and partnerships. That awareness today helps the organization provide career training and education services to thousands of unemployed Metro Detroiters.

"'Broadcasting for Jobs' grew from the need for an unprecedented solution to address an unprecedented problem," said Mark Lane, director of public relations and special events for Goodwill Industries. "Demand for our Metro Detroit employment education, training and support services is higher this year than we've ever seen it before. It's one of several programs we created this year that spanned multiple traditional and new communication channels. We've discovered that's what it takes to be effective today." 

In the past two years of the organization's nearly 90-year history, Goodwill Industries of Greater Detroit has placed more than 2,000 Wayne, Oakland and Macomb county individuals into new jobs and provided education, training and career assistance to thousands more in the region. 

About Tanner Friedman

Tanner Friedman is a strategic communications firm specializing in traditional and emerging media relations, adversity management and public relations counsel. Tanner Friedman is located in the landmark Tri-Atria Building at 32255 Northwestern Highway, Suite 298, in Farmington Hills, Michigan. For more information, please visit tannerfriedman.com.


About Goodwill Industries of Greater Detroit


Goodwill Industries of Greater Detroit provides people who have disabilities and other barriers to employment with opportunities to become independent, self-supporting citizens through training, work experience and employment in the community. Goodwill Industries of Greater Detroit is a Michigan Works! affiliate and is funded in part by the Michigan Department of Labor and Economic Growth and Detroit Workforce Development Department. Goodwill Industries of Greater Detroit is an Equal Opportunity Employer/Program. For information, visit www.goodwilldetroit.org.

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