Home » Blog » How Lukas Partners PR Campaign Turned Toilet Paper into State-Wide Success for Outlook Nebraska
Client Overview
Outlook Nebraska is a not-for-profit organization and the largest employer of blind and low-vision individuals in Nebraska through the Ability One program. It is the sole manufacturer of toilet paper in the state, producing almost four million rolls each month, along with a variety of cleaners and sustainable paper products that are distributed worldwide, including shipments to U.S. military submarines and to Federal Bureau of Prisons facilities nationwide.
The Challenge
Outlook Nebraska wanted to raise its brand profile and generate public awareness ahead of its 25th anniversary in 2025. While the manufacturing operations and social mission were impactful, Outlook Nebraska was not widely known to the public, outside of the individuals it supports. The goal was to find an engaging platform to tell their story, explain their operations, and highlight their role as a vital employer in the community.
We nominated Outlook Nebraska for the “Coolest Thing Made in Nebraska” contest, hosted by the NE Manufacturing Alliance and the Nebraska Chamber of Commerce and Industry and presented by Pinnacle Bank. This campaign provided a statewide stage to celebrate Outlook Nebraska’s thriving manufacturing operations and its unique, purpose-driven mission. The contest created a newsworthy hook that allowed us to position Outlook Nebraska as both a top-tier manufacturer and a leading force for social good.
Our Approach
With our partnership spanning nearly two decades, we knew Outlook Nebraska’s story was as powerful as the products they create. By pairing meaningful storytelling with unique facts, like being Nebraska’s only toilet paper manufacturer and the largest employer of the blind, we showcased Outlook’s innovation and impact.
Strategic Nomination & Messaging
We toured Outlook Nebraska’s facilities, coordinated a video shoot and worked with their leadership team to gather key facts about their manufacturing processes, their commitment to sustainability, and their social mission. With that information, we created a compelling narrative for the contest’s nomination form, emphasizing their dual identity as a high-quality manufacturer and a necessary employer for an often-overlooked workforce. This approach made it clear that their products were not just “cool,” but a symbol of empowerment and innovation.
Media & Public Relations
We leveraged the contest’s built-in media interest to secure wider coverage. We provided detailed information to the organizers of the contest via news releases and drafted post-contest write-ups for media outlets. Our proactive media outreach led to Outlook Nebraska’s story being featured in local, state-wide and national news— including major outlets like Yahoo, KETV, Nebraska Examiner, and more.
Throughout various social media platforms, we helped promote voting by encouraging employees, partners, and the community to support Outlook Nebraska in the contest. This created a sense of shared purpose and mobilized a strong network of supporters. The social media campaign was instrumental in generating buzz and driving the public votes needed to advance in the contest.
The Results
Outlook Nebraska’s participation in the “Coolest Thing Made in Nebraska” contest exceeded initial goals. The campaign resulted in a runner-up finish out of 16 finalists and more than 70 entries.
Why It Worked
This PR campaign’s ability to connect a powerful story with a high-profile, newsworthy event led to its success. By positioning Outlook Nebraska’s manufacturing operations as both innovative and impactful to the community, we were able to create a narrative that resonated with the media and the public. The contest drove massive media coverage and built brand awareness in a way that was authentic and memorable.
Abby is a Senior Communications Strategist with expertise in news media relations, brand reputation management and social media response strategies. She helps clients secure earned media and provides media measurement reports. She also manages social media responses and writes client newsletters, paid content, opinion editorials, executive announcements, news releases, and media alerts. She has worked with clients like AIM Institute, Outlook Nebraska, UScellular, Creighton University and FNTS while at Lukas Partners.
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