Imagine if your content was authentic, relevant and connected to the emotions of your audience…

What would change for your business?

How would your customers and followers feel about you?

Would trust increase?

Would sales follow?

These are the questions our clients ask us all the time as we begin our working relationship. It’s a desire all companies have, but few are equipped to continually create content that connects in authentic, relevant, emotionally-compelling ways.

Take our friends at Papa John’s for example.

As a national company with big media budgets, tons of stores, and a great brand, they asked us if we could help them localize their message in some key markets.

Humanizing their local owners and operators, showcasing their efforts in the community, and creating content that speaks directly to pizza eaters where they live, work & play, were key objectives.

Through a program created called Papa Cares, Papa John’s has donated hundreds of thousands of dollars back to local charities via discounted purchase price orders.

In Kansas City alone, over $170,000 was donated back to charities in KC from these local efforts in 2018.

Through Facebook crowdsourced voting, followers voted on local businesses should receive one of these monthly fundraising opportunities.

In October 2018, The University of Kansas Cancer Center was selected. October is Breast Cancer Awareness Month, so this was an authentic and relevant community partner.

Throughout the month, we ran social messaging, digital ads, and worked with the marketing team at the Cancer Center as they shared the discounted purchase price messaging with their own audience.

To further the partnership, Papa John’s local leadership approved a surprise delivery to the Cancer Center facility, as a small way to say “thank you” for the critical work they do in the Kansas City community.

Their vital, caring service deserved a little celebration, so we showed up with enough pizza to feed 300 patients, families, nurses, doctors and staff.

We also provided 100 free pizza certificates to families for a future Papa John’s meal.

“Community partners like The University of Kansas Cancer Center are doing the meaningful, caring work in Kansas City. We were proud to work alongside them and show our support and deliver a few smiles with our pizzas that day,” said Michele Ezell, Regional Marketing Director for Papa John’s.

The Cancer Center patients, families, and staff felt cared for, appreciated, and this small gesture provided some much-needed relief from the challenges these patients are facing.

“I want to send gratitude to Papa John’s Kansas City and Guild Content. There were many, many smiles thanks to your generosity and caring. We were humbled and proud to be the beneficiary of your financial gift and delivery to our Cancer Center unit,” remarked Gigi Siers, Assistant Director of Professional Engagement, The University of Kansas Health System.

Authentic, relevant, emotionally-compelling content is the way to connection.

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