Golden Corral wanted to boost awareness of its annual free “thank you” dinner for military veterans
Publicity generated by Seventh Point accounted for an $80,000 increase in donations over the previous year
Project: Cause Awareness Campaign
Industry: Food Service/Restaurant
Issue: Charitable donations needed across four diverse Mid-Atlantic markets
National family-style restaurant, Golden Corral, has hosted Military Appreciation Monday annually since 2001. The event, now held in November, provides a free “thank you” dinner to any person who has ever served in the United States Military.
To date, Golden Corral has served meals to more than two million veterans and contributed over three million dollars to the Disabled American Veterans (DAV) organization.
When faced with the need to increase awareness and donations to DAV throughout its four Mid-Atlantic markets, the restaurant turned to
Insight: Find a spokesperson who represents the honorable nature of the event
Seventh Point understood the admirable motives behind the event—Golden Corral genuinely wanted to thank this country’s veterans for their
The team wanted to find a spokesperson who represented everything that veterans stand for: courage, tenacity and an indomitable spirit. Former Navy SEAL, Rudy Boesch, was the perfect representative.
Awarded the Bronze Star Medal for heroic action during his 45 years of combat, Boesch not only became one of the first three finalists on the television show Survivor, he also dedicated much of his time to volunteering for the American Red Cross.
Implementation: Seize media opportunities across a variety of channels
Seventh Point devised and implemented a multi-state public relations campaign targeting print and television media, as well various veterans’ organizations:
In partnership with WVEC-TV, Seventh Point produced a :30 spot starring Boesch for the four Mid-Atlantic markets
The team identified key television stations in each of the four markets and negotiated partnerships to generate maximum exposure
Seventh Point staff drafted and circulated a press release to targeted media contacts and liaised with each contact to ensure effective and widespread media coverage
The team created a distribution list of key contacts throughout military veterans’ clubs, associations and organizations in each market
Impact: The event is lauded as the “best ever;” donations nearly double
Military Appreciation Monday generated a total contribution of over $80,000 in the four markets, representing increases of up to 200% in each market
Numerous veterans’ organizations announced the event via online newsletters and message boards
An article in DAV Magazine declared the event to be the “best ever,” with donations increasing “nearly $100,000” over the previous year—indicating publicity generated by Seventh Point accounted for more than 80% of the increase
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