Only two months prior to Prison Fellowship’s annual Angel Tree drive, DeMoss was engaged to raise awareness in support of the Christmas-time outreach of the year-round program for children who have an incarcerated parent.

Supplementing what had historically been a traditional media approach, we developed a blogger outreach campaign, with both offline and online interaction, to create lasting relationships between bloggers and the ministry through an all-new Angel Tree Blogger Network.

We created an online blogger resource center offering Angel Tree infographics, blog badges and banners, family-friendly activity books and more. Through an opt-in e-newsletter, we also provided interested bloggers with weekly story ideas and additional resources. Finally, a strategic sponsorship at the Allume Conference gave Angel Tree exposure to some 450 bloggers in our target campaign demographic.

Ultimately the work garnered posts from more than 60 bloggers, with 125 bloggers joining the Angel Tree Blogger Network for ongoing information about the ministry and its year-round projects.