Case Studies

Situation:
Athletes in Action (AIA) asked John Heid PR to develop a publicity strategy and outreach plan to help build its email database and drive donor engagement around its NFL-sanctioned 39th annual Super Bowl Breakfast while building awareness of its mission and ministry and promote the live stream of the event. The event was held on Feb. 7, 2026 in San Francisco, the host city for the big game being held the next day.

Solution:
Create media day with NFL Hall of Famer Mike Singletary and emcee of the breakfast, Brent Jones (a three-time Super Bowl Champion with the San Francisco 49ers). Interviews were scheduled for Jan. 28, 2026 to help build awareness of AIA, the Super Bowl Breakfast, the organization’s mission. Since 1966, Athletes in Action has been working with athletes on all levels of sport to become Total Athletes, including the NFL. The organization believes “people are three-dimensional (physical, mental and spiritual), and the only way to maximize one’s potential is to develop in all three dimensions. We are committed to helping young men and women grow in their character and in their faith.” Developed media plan and pitch materials to exceed KPIs and help organization collect more than 1,200 email addresses and promote live stream of event.

Results:
• A total of 43 pieces of coverage with potential reach of 846 million.
• Nine interviews booked for Singletary (five) and Jones (four)
• National coverage included Athlon Sports, FanSided.com, Fox News.com, Fox News Digital and Fox Business.com, and UPI.
• Pick up of stories included AOL.com, MSN.com, Sporting News and Yahoo Sports.
• 100 percent of placements included message pull through and details of 39th annual NFL-sanctioned Super Bowl Breakfast.
• San Francisco Bay Area TV coverage on KGO-ABC, KNTV-NBC, KTVU-FOX, KRON-TV and KICU-TV. 

Situation:
Boys & Girls Clubs of America faced a challenge of gaining media attention of its partnerships with corporations such as Coca-Cola, Dollar Tree, General Motors, Lenovo, NASCAR and Panda Cares Express in the second half of 2025 without coming across as self-serving for those consumer brands. John Heid PR was hired for that project.

Solution:
Create events aimed providing quality learning experiences for teen and youth members at Boys & Girls Clubs of America locations in key markets around the country. Developed an outreach strategy to include compelling media alerts and pitches for outreach to key reporters, editors and assignment managers, and package up pre-event assets, third-party spokespeople opportunities and post-event b-roll and still imagery.

Results:
• More than 80 pieces of coverage that reached a potential audience of more than 25 million.
• Coverage of 73% of events (10 out of 15) from March to December 2025, including syndicated TV and national coverage of NASCAR event in Chicago.
• TV placements in five top 20 markets: Atlanta, Chicago, Dallas, New York City and Tampa.
• Placements included mentions of seven Boys & Girls Clubs of America national partnerships.

Situation:
USAA Insurance’s goal was to become the premier insurance carrier in media coverage during catastrophe response in 2023 and 2024. John Heid led the agency team who took on this proactive media challenge. With severe weather on the rise and most carriers offering how to file a claim and damage mitigation tips, USAA faced a challenge of beating other carriers to media opportunities while highlighting its support to the veteran and
active military and the communities where they live and work.

Solution:
The agency team created a 24/7 monitoring system to be on the lookout for severe weather occurrences so timely pre-approved pitches, infographics and media alerts could be quickly distributed to secure media coverage around fires, floods, tornados, hurricanes and more. The team’s outreach plans were coordinated with the spokesperson team located around the country. The strategy’s uniqueness was that a USAA spokesperson was always available in person at catastrophe sites, over Zoom or via the phone to provide reporters with interviews designed to help those impacted by severe weather. The team created a specialized media list of national catastrophe reporters/outlets and the top 350 markets in all 50 states around the U.S., including those areas with the highest concentration of military personnel and veterans.

Results:
• Over a two-year span, catastrophe media coverage jumped 57 percent.
• The USAA name was pictured, written or verbalized in 99% of the interviews.
• During that span, the number of interviews included in media placements jumped 75%.

Situation:
USAA Insurance’s goal was to share message on how to ensure proper coverage for homes and rental property for those looking to rent out their property/residences to travels seeking to view the Eclipse in April 2024. The agency team from Weber Shandwick, led by John Heid, developed media outreach strategy and advice for USAA spokespeople to share.

Solution:
The agency team developed compelling media pitches and created a media list for markets in several states located in the prime viewing areas for eclipse viewing. The team pitched early enough for policy holders and USAA members to update their homeowners’ policy or add a renter’s insurance policy prior to potential property issues. The strategy’s uniqueness included USAA spokesperson availability in the weeks leading up to Eclipse. The spokespeople were willing to make quick-turn media interviews (no interview opportunities were turned down). The team implemented a proven media outreach plan that included persistence, an effective outreach plan that allowed for plenty of follow-up calls.

Results:
• Team secured more than 120 placements in seven key media markets: Buffalo and Syracuse, N. Y.; Burlington, Vt.; Cleveland and Toledo, Ohio, and Erie, Pa.
• The USAA name was pictured, written or verbalized in 99% of the interviews.
• A Syracuse TV station’s website story with tips was syndicated across 27 Nexstar Media Group stations across the country.

Situation:
Hired by a group of Upstate New York McDonald’s owner-operators, the Lee Street PR Team (Weber Shandwick) led by John Heid, was tasked with driving publicity and awareness around the launch of the Crispy Chicken Sandwiches (CCS) in March 2021.

The goal?
Increase awareness of the crispy chicken sandwich.Drive customer traffic to McDonald’s restaurants throughout New York State (outside of New York City and Long Island).

Solution:
The team developed a multi-faceted approach that included a signature event in Buffalo, N.Y., and owned and earned components to drive consumers into McDonald’s restaurants throughout New York State.

The strategy included:
• A First Bite event with a local influencer who started the “Buffalove Notes” movement at a Buffalo, N.Y. McDonald’s – the city that’s known as the home of the chicken wing.
• Share new with traditional media relations across the region with a focus on outlets in Albany, Buffalo, Rochester, Syracuse and Utica.
• Conduct food drops in several markets with outlets in Rochester, Albany and Syracuse.
• Partner with hyperlocal influencers to garner social media coverage across Upstate New York.
• Engage multicultural students through outreach to local Greek life organizations.

Results:
• Team secured three spokesperson interviews at First Bite event, and landed 26 total media placements.
• The CCS key messages – “Crispy,” “Juicy” and “Tender” were included in 66.1% of the coverage.
• The Lee Street group also secured 23 paid influencer posts.
• More than 80 “Arch Cards” were distributed to two student Greek organizations: Alpha Phi Alpha in Binghamton and Phi Kappa Tau in Hamilton. Each student was able to sample a free sandwich.
• As a result of the team’s work, the PRSA Chapter of Atlanta awarded the team the PRSA Project Award for Integrated Communications in 2021.
• During John Heid’s five years leading the Lee Street team, the team secured multiple PRSA Project Award nominations and a few wins.