Driving Community Impact with Greenway Equipment & Jason Aldean

Root+Beta assisted our long-time partner, Greenway Equipment, in their partnership with award-winning country singer Jason Aldean. Focused on raising funds for local hunger relief programs, our work with Greenway surpassed their fundraising goal by 11% and went on to win a 2024 Golden ARC award.

The Challenge

Greenway Equipment partnered with country singer, Jason Aldean, to fuel a grassroots campaign to raise funds for hunger relief programs. An effort undertaken by Greenway over the course of several years, their goal in this campaign was to grow their donation amount and generate additional awareness when compared to prior years.

The Strategy

In an effort to drive in-store donations, Root+Beta’s PR team planned earned media and grassroots efforts in a 12-county footprint. Outreach was focused on adults in this area aged 25-65 who have an interest in improving their communities and helping others. We employed a mix of awareness-focused tactics and data-backed strategies to reach their audience with high-frequency and compelling content.

The Results

11%

Surpassed Goal

130K

Generated Donations

6

Interviews

9

Speaking Engagements

Not only did the earned media features expose Greenway Equipment to potential new audiences, they also created valuable third-party endorsements for the company to use on its owned channels, such as social media and in its newsletters, repurposing the content.

Speaking engagements were secured at nine local civic organizations. We also reached more than 80 community organizations with the fundraiser flier.

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