Case Study: ESP + Java Joy

Fostering a community of more than 500,000 social media followers across eight social media channels.

By: Kaci Pollack

2019 PR Stats

11.9 million

MEDIA IMPRESSIONS

229

MEDIA PLACEMENTS

$160K

MEDIA VALUE

2.4 million

IMPRESSIONS FOR JAVA JOY EXPANSION TO SAN FRAN

91.3%

FEATURE COVERAGE

OVERVIEW

Extra Special People (ESP), is a 501(c)(3) nonprofit serving families and children with special needs through after-school programs, weekend clubs, summer camp and family resources. Located in Watkinsville, Ga., ESP serves more than 600 families by helping people of all abilities thrive. In 2016, ESP launched Java Joy, a mobile coffee cart with the mission to deliver transformative joy with a cup of coffee and a hug, while providing meaningful employment for adults with disabilities. 

See.Spark.Go has worked alongside ESP and Java Joy to share their stories through traditional public relations since 2017. We utilize third party media outlets to capture new fans, supporters and potential partners and donors, and set the organizations apart as leaders in the non-profit, business, leadership and disability advocate industries. 

STRATEGY

See.Spark.Go publicizes various ESP and Java Joy stories, timely updates and large events by crafting best-in-class press materials and strategically developing outreach plans for local, regional and national media outlets. Our media outreach scope varies in type, including traditional broadcast, newspaper and radio as well as podcasts, contributed thought leadership placements, social influencers partnerships and speaking opportunities for Executive Director Laura Whitaker. 

Additionally, we provide on-site support and media hosting and coordination for major ESP and Java Joy events, and overall communications consulting for any timely needs and strategic partnerships. 

RESULTS 

Since partnering with See.Spark.Go in 2017, ESP and Java Joy have received hundreds of notable pieces of coverage in media outlets including Camp Business, CEO-Exclusive Radio, 11 Alive, Fox Five, Atlanta Journal-Constitution, Exceptional Parent Magazine and many more. 

In 2019, our strategic consulting resulted in a local partnership between Java Joy and Chick-fil-A, which resulted in its nomination for the CFA True Inspiration Award. Our marketing strategy to encourage the community to vote and approach to media outreach directly aided in the award of $100,000 for the organization. 

Additionally, Java Joy’s 2019 expansion to San Francisco from Athens, Ga. garnered attention from the Bay area’s largest news outlet, ABC 7, resulting in national media attention from affiliate stations across the country. 

Our efforts have also garnered Laura Whitaker awards and recognition for her leadership and dedication to ESP. She received Atlanta Business Chronicle’s 40 Under 40, Georgia Trend’s 40 Under 40, selection as a TEDxUGA speaker and is now a regular contributor to national publications including Camp Business and Exceptional Parent.