Baptist Community Ministries (BCM)
Baptist Community Ministries (BCM) is a faith-based philanthropic organization serving the Greater New Orleans area.
Service Type: Content strategy, storytelling, media coordination
Project: K20: Fortified and Not Forgotten, a campaign supporting BCM's $400,000 K20 grant award. In August 2025, BCM commemorated the 20th anniversary of Hurricane Katrina by inviting the community to nominate and vote for ten organizations to receive the award. The grant uplifts organizations in the 9th Ward and St. Bernard Parish, areas directly hit by the storm that have had a slower recovery and continue their revitalization efforts. The campaign spotlighted the ten grantees across web articles, social content, video reels, billboard and bus shelter ads, and local television.
Challenge: Anniversary coverage tends to center the storm and the loss. BCM wanted to put its grantees' work in front of residents, partners, donors, and other funders without defining the community by hardship. The campaign also had to give the K20 page its own visibility, since it had no audience of its own at the start.
Solution: We built the campaign around the grantees' own stories, with Katrina as context for what the community has built. Ten grantee profiles were produced as web articles and social content, supported by video reels and out-of-home placements. We booked television segments that brought BCM leadership and grantees together on air. Coverage shifted over time from BCM's grantmaking to the grantees' storytelling, and both BCM and the grantees shared every placement through their own channels to extend its life.
Results
Earned media: Four placements (Big Easy Magazine, FOX 8, Great Day Louisiana, NOLA Now) reached an audience of 72,371 locally, with $21,182 in ad value on the three TV segments.
Media Buying: Billboard Advertising: 5,918,978 total impressions served across 101,995 ads played.
Social: K20 made up 54% of BCM's posts (76 of 140) but drove 79% of impressions and 67% of engagements. BCM also grew by 99 net followers.
Top post: The George W. Carver High School post earned 201 engagements, more than any other K20 post.
Website: In June, every visit to the K20 page came from other pages on BCM's site. By August, 75 users reached it directly through search, social, direct links, and AI assistants.
Engagement: K20 page visitors engaged at 57%, versus a 41% site average. A Transom Grant Fall Cycle announcement drove a one-day spike of 48 active users on July 27.
We came to aKrewe with a concept, and they brought the vision to life. Communication was seamless, and responses were quick. The team also went above and beyond our agreed-upon deliverables and took the time to coordinate some efforts with our existing communications partner. They took on the challenge of coordinating their services among 10 grantee partners, which was a complex challenge, but they made it happen, and all grantees were highly satisfied with their work. -Naa-Shorme Aidoo, Grants Management, Baptist Community Ministries
