Ferndale Pride is one of the largest and most well-known LGBTQIA+ events in Michigan, and was even rated as one of the “Best of the Best Events in Detroit” by the Detroit Free Press.
Ferndale Pride’s mission is to offer a safe space for people within the queer community and beyond by celebrating all things kindness, compassion, and inclusivity. In the 13 years since its conception, Ferndale Pride has raised more than $325,000 in donations for LGBTQIA+ charities within Michigan and beyond.
After the lockdowns during the COVID pandemic, Ferndale Pride rescheduled their annual June event to later in the year, realizing that the safety of their community vastly outweighed the desire to celebrate during Pride Month the way they always had.
That being said, awareness surrounding the event dwindled, leaving the Ferndale Pride team worried that they would be unable to sign up the number of sponsors, vendors, and volunteers needed to host the festival.
And that is where our stories became entwined.
As outspoken allies of the LGBTQIA+ community, Atomic Honey recognizes that any steps taken (by legislators or otherwise) to shame and condemn any group of people for their differences must actively been fought against.
Although many within the Atomic Honey family already volunteered with Ferndale Pride during their events, we wanted to elevate things a bit further, offering marketing & advertising services that were otherwise unavailable to the organization due to their limited budget.
We knew that we could help to raise awareness for their events and news, as well as drive traffic to community events that support the Ferndale Pride efforts throughout the year.
After an assessment of their internal marketing efforts, it became clear that we could lend a hand in broadening awareness and expanding their current reach using opt-in marketing campaigns.
Rather than just blasting the community with newsletters promoting the annual Pride festival, we are maintaining an ongoing stream of informative campaigns to encourage engagement at other, smaller events supporting Ferndale Pride.
Thanks, in part, to our collaborative efforts, Ferndale Pride 2022 was the biggest and most successful event in the organizations history. More than 30k people attended the festival (record-breaking numbers), including appearances by Michigan Governor, Gretchen Whitmer and Michigan Attorney General, Dana Nessel. And, of course, there were several Atomic Honey bees buzzing around as volunteers.
Atomic Honey devoted to this partnership with Ferndale Pride and will continue to advocate and stand in solidarity with all of our LGBTQIA+ community.