Easterseals Midwest

Nonprofits have looked to Black Twig to build marketing communications platforms that target their services and primary messaging through the most effective communications channels. Black Twig’s goal is to create a significant rise in our client’s brand awareness and with a focus on media relations specifically, that is just what we did for Easterseals Midwest.

Easterseals Midwest is a nonprofit organization changing the way the world defines and views disability by making profound, positive differences in people’s lives every day. The organization employs over 1,800 employees delivering services to more than 6,000 individuals statewide through divisions including: Autism Services, Community Living Services, Early Childhood Services, and Employment Services.

In 2019 and as part of the Easterseals Midwest strategic plan, the organization was seeking to enhance its media relations efforts and grow exposure in existing markets as it worked to enter new ones in Kansas and Illinois. Additionally, Easterseals Midwest had a goal to build public policy awareness online as well as increase the number of written and published opportunities and op-eds to engage more communities to be aware and alert of the advocacy initiatives. These public policy initiatives help not only with visibility and funding but also position Easterseals Midwest as a leader, resource, and change-agent for individuals and families living with disability.

Black Twig focused on gaining Easterseals Midwest media coverage through pitching community and individual impact stories, promoting programs, distributing press releases and securing interviews. A part of this overall media relations strategy Black Twig worked on developing a “Letters to the Editor” tactic with the organizations clients and staff to combat the ongoing Direct Support Professional (DSP) workforce crisis and being able to increase direct support staff wages.

In our four-year engagement with Easterseals Midwest, Black Twig placed hundreds of news stories in markets from St. Louis to Kansas City and locations in between. Stories and “Letters to the Editor” ran in publications and broadcast outlets including: the Springfield News Leader, KYTV-TV / KSPR-TV in Springfield, MO, Joplin Globe, St. Louis Post-Dispatch, Ladue News, St. Louis Public Radio, St. Louis Magazine, St. Joseph Missouri News Press Now, Kansas City Beacon, Kansas City Star, KCUR-FM public radio, KQFX-TV FOX17, WDAF-TV FOX, KSHB-TV NBC in Kansas City, KFAL-AM and KSSZ Radio, KMIZ-TV ABC 17, KOMU-TV NBC 8 in Columbia, KWOS Radio in Jefferson City, KMOX-AM and KTRS-AM Radio, KTVI-TV FOX2 in St. Louis, Journal Gazette & TimesCourier, the Pantagraph in Peoria, Bolivar herald-free press, Southeast Missourian
Daily American Republic … among so many others.

With a goal of over 100 media placements a year, Black Twig proudly shares that Easterseals Midwest reached their goals and garnered over 160 placements in its fiscal 2022-23 season alone. Additionally, Easterseals has raised awareness and helped to employ and staff its programs and Direct Support Professionals, advocated for raises in the industry and receiving funds for support.

At the time we started with them, Easterseals Midwest served nearly 5000 individuals. They now serve over 6500 individuals through an assortment of programs services and support programs; and have better educated community leaders, legislators and the general public about disabilities and the disability community. Easterseals Midwest continues to expand its services and footprint in Kansas and Southern Illinois areas.