The situation. Six decades after being founded in Atlanta, Aaron’s, Inc. is the nation’s most admired lease-to-own retailer with more than 1,700 stores nationwide. It is also a leader in omnichannel lease-purchase solutions. The founder always believed in giving back to the community and Aaron’s stepped up its game in 2015 with a 3-year, $5 million commitment to Boys & Girls Clubs of America. The company wanted to shine a light on the good work it does.
Wilbert deployed a smart PR strategy. The Wilbert Group developed a plan to bring attention to the new Boys & Girls Clubs partnership, particularly the transformation of Keystone teen centers across the U.S.From Nashville to San Antonio to Buffalo to Miami, Wilbert turned out the media for Keystone Club refreshes. In 2016 alone, the Boys & Girls Clubs events resulted in 40+ media stories and 84.6 million media impressions. Examples of media outlets that covered the story included the Associated Press, ABC News, Boston Globe, Dallas Morning News, Kansas City Star, Huffington Post and Chain Store Age. The consistent coverage has continued in 2017 and 2018.
Here’s how it drove business results. In 2017, Aaron’s generated a higher percentage of positive news coverage than its six largest competitors. Aaron’s PR Director Garet Hayes summed it up best: “Our community outreach efforts across the U.S., including Aaron’s work with Boys & Girls Clubs of America, have received extensive and positive media coverage thanks to the efforts of The Wilbert Group.”
The Wilbert Group
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