Silver Creek Materials / Dallas Zoo Partnership

SILVER CREEK MATERIALS

Silver Creek Materials, a major Fort Worth, TX, recycler of organic materials, struck a partnership with the Dallas Zoo. Silver Creek would recycle the tons of manure generated annually by herbivores at the Dallas Zoo into a rich compost called Zoo Poo, to be sold through specialty retail stores and in bulk by Silver Creek. Silver Creek Materials hired Pavlik and Associates to drive coverage ahead of a planned news conference and draw news media to the rollout.

WHY THE STORY WAS GOING TO BE A MEDIA HIT

The story had everything: elephants, giraffes, their funny byproduct, the environment, local entrepreneurship, the widely recognized Dallas Zoo brand, and consumerism.  The Pavlik team brought the know-how to successfully shape the message, build a media package, and tell this fun story so that it would appeal to a broad range of media and consumers.

THE PR

Pavlik and Associates, after consultations with Silver Creek Materials and the Dallas Zoo, generated two different releases, one for the Dallas media market and the other for the Fort Worth market.  While both focused on Zoo Poo and carried consistent messaging about the product, each release was uniquely tailored to the market in which it was distributed.  The foundation of the releases was an in-depth FAQ piece, also developed by the Pavlik team, which answered questions on everything from the science behind the composting to where people could find Zoo Poo. Pavlik rounded out the media package with compelling photography, b-roll video footage, and even small samples of the clever product. The agency directly distributed the media package to reporters, news directors, and community influencers, leveraging the team’s well-established connections and relationships.

THE OUTCOME

The story was received enthusiastically, earning more than two dozen placements in traditional newspapers, digital and print magazines, television and radio. Coverage included media platforms focused on a variety of subjects, from general news, to entrepreneurship, and even gardening.  Several live interviews were conducted on the day of the rollout, which included a “shovel ceremony,” conceptualized and executed by the Pavlik team, where community leaders were invited to dig commemorative shovels into a huge pile of Zoo Poo.  Coverage even continued for weeks after the product rollout—maximizing the team’s efforts and the client’s investment in Pavlik’s services.

IN THE NEWS:

Fort Worth Recycling Company Goes Wild with Zoo Poo Partnership (click to read more)

Fort Worth’s Silver Creek Materials Launches Partnership with Dallas Zoo (click to read more)

Dallas ‘Zoo Poo’ Now Available to Buy (click to read more)

What to Do with All That Zoo Poo? Dallas Zoo and Fort Worth Company Have a Plan for Animal Waste (click to read more)

Rich In Nutrients Dallas Zoo Now Selling Zoo Poo Compost Product (click to learn more)