OVERVIEW
Legacy Church’s annual Trunk or Treat event draws more than 15,000 attendees across multiple campuses. On the day of the event, over $20,000 in equipment, candy, and supplies was stolen during a burglary just hours before doors opened. With thousands of families expected, the situation required immediate crisis management, communication strategy, and leadership.
CHALLENGE
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Major theft discovered 4 hours before the event: candy, generators, and essential supplies stolen.
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Anticipated 15,000+ attendees, meaning cancellation was not an option.
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Required coordination with authorities, volunteers, and vendors under extreme time pressure.
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Public perception and trust had to be preserved through clear communication.
RESPONSE
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Immediately contacted and partnered with authorities, assisting with the investigation throughout the event.
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Implemented a crisis response plan: mobilized all staff and volunteers (“all hands on deck”).
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Deployed rapid logistics: teams scoured the city purchasing replacement candy, sourcing new generators, and partnering with local vendors for equipment.
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Developed and delivered public statements across 10 campuses, live-streamed to ensure transparency and trust.
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Served as spokesperson to local news broadcasts, shaping the narrative and highlighting resilience rather than loss.
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Celebrated the dedication of staff and volunteers publicly, reinforcing morale and trust within the community.
RESULTS
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The event launched on time and without disruption, attended by more than 15,000 families.
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Crisis communications were successfully managed, with positive media coverage highlighting the team’s resilience.
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Public trust and reputation were strengthened, not damaged, due to transparency and strong leadership.
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Volunteers and staff were empowered and celebrated for rising to the challenge, reinforcing culture and community spirit.
KEY TAKEAWAYS
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Effective crisis communication and leadership under pressure ensured a successful outcome despite major setbacks.
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Transparent communication with both media and community turned a potential reputational crisis into a story of resilience and teamwork.
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Strategic mobilization of resources demonstrated the ability to problem-solve at scale, protect brand reputation, and preserve public trust.
IMAGES FROM EVENT
