Greenfield Community Partnership - Pickett Strategic Public Relations


Customer	Greenfield Community Partnership
Services	Brand Message, Content, PR
P&A Team	Rose Campbell, Olivia Sexson and Kat Wedmore

The Greenfield Community partnership is a collaborative movement that includes the City of Greenfield, Hancock Health, Greenfield Central Community Schools and NineStar Connect. Created to evoke a singular, consistent message that would ultimately act as an economic development to attract and retain both residents and businesses. The initial research, brand development and website design was outside P&A’s scope of work.

The Challenge

Charged with content that was both engaging and informative, the P&A team was deeply immersed in discovering the community and building content when COVID-19 struck. A captive audience of sorts provided the opportunity for Greenfield Community social media to build an audience anxious to connect and support its neighbors

The Solution

Initially launching #MyGreenfield evergreen campaign for social media that encouraged community comment and input, blogs touting lists of favorite attractions, events and businesses and custom art depicting the downtown, P&A began growing engagement. As residents sought more connection in light of the pandemic, P&A launched, “Hello, Greenfield” – a weekly Facebook Live broadcast hosted by Central Indiana influencer Katy Mann. Additional social media campaigns (#GreenfieldCares, #MentalHealthMondays, #LightTheNight and #ChalkTheWalk) garnered increasing community participation as well as public relations opportunities.

Building on our initial successes, we’ve built engaged audiences around events like ‘Ho, Ho, Ho Breakfast with Santa,” “Home for the Holidays,” and collaborations with community partners. Contests — like a scavenger hunt around Greenfield, and the annual “Good Neighbor Contest”—bolster brand awareness. Greenfield Community has built a reputation as “the place to go to find out what is happening” in Greenfield.