Easterseals
CASE STUDY
Situation:
As Easterseals prepared to celebrate its 100th anniversary of service to individuals with disabilities and their families, the iconic charity engaged an external PR agency to generate broad awareness.
Approach:
Led by Scott Merritt, the agency team strategized and implemented a multi-tiered public relations program aimed at securing coverage both nationally and locally in support of the charity’s 69 affiliates.
To accomplish this, the agency collaborated with the client to identify key messaging, while targeting influential print, broadcast and online media reaching broad audiences.
Key to the success of the campaign, which culminated with a national celebration on April 22, 2019, was the agency’s ability to consistently shift gears and find news angles that would interest mainstream media and targeted verticals like technology, veterans’ services and video gaming.
While extensive proactive national media outreach was being implemented, the agency ran multiple campaigns concurrently, including:
Light Up Orange. Outreach to landmarks nationwide to secure honorary lightings in Easterseals Orange. 47 lightings, including the Empire State Building, Niagara Falls, the Rock and Roll Hall of Fame, the LAX Pylons and the Aloha Tower, led to dozens of news hits on local broadcast and in local print.
Thought leadership. Furthering the position of Easterseals President and CEO as an influential leader within the healthcare and philanthropic sectors.
Easterseals Day. A program focused on the U.S. legislature resulting in the declaration of April 22 as Easterseals Day in Washington.
Radio tour. An interview campaign that engaged Easterseals affiliate leadership in their respective markets.
Easterseals 100th Gala. The agency secured a congratulatory video from former Florida Governor Jeb Bush recognizing Easterseals and honoring his father’s legacy of signing the ADA into law. Additionally, we secured PBS Newshour Anchor Judy Woodruff as emcee for the event.
Results:
Cumulatively, the campaign generated nearly 900 stories and 147 million total impressions, and a total AVE of more than $9.5 million.
Beyond the exposure in local markets tied to the ceremonial lightings, the agency generated a steady drumbeat of media coverage, led by exposure through USA Today, CBS Radio Network, the Chicago Sun-Times, Jeopardy!, The Chicago Tribune, The Wall Street Journal, Chronicle of Philanthropy, Inside the NBA, and many others.