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PR CASE STUDY:

KOSTEN FOUNDATION NOVEMBER AWARENESS CAMPAIGN

RESULTS

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RESEARCH

The Herb Kosten Foundation engaged Morris Marketing Group to develop and implement a comprehensive and engaging marketing campaign during November’s Pancreatic Cancer Awareness Month to raise awareness of pancreatic cancer, the Foundation, and its programs.

While we were familiar with the Kosten Foundation and its programs, the November awareness initiative was a new approach to raising awareness by engaging the entire community over a 30 day period. Research proved very important in this project from beginning to end and was in response to an existing problem – a fundamental lack of awareness of pancreatic cancer, the Kosten Foundation and its programs. Most people know about breast cancer and all things pink in October - we wanted to create a greater awareness of the more deadly Pancreatic cancer by going purple in November.

Initial research was conducted in order to ascertain the effectiveness of current marketing efforts, both traditional and digital, as well as the primary channels through which the community receives and responds to calls to action, as well as who was most likely to engage and help spread the news.

Secondary research was performed online and through internal market analyses to develop a strong basic knowledge of the potential target market and audience and prospective media channels.

The research performed was highly influential in shaping the planning of the communications strategy as well as the day-to-day communications strategy and tactics by helping to define the target audience and the best means of communication by which to reach them.

PLANNING

Research played an important role in the holistic communications plan as well as specific communications channels. The research helped to establish a timeline, better define the target audience, and outline the most effective means of communicating the intended message. Once the target audience and any associated deadlines were understood, planning was undertaken to optimize the many communication channels and efforts.

The plan was to create a full month of communications, events and initiatives in which the community could get engaged and participate. Specific, measurable objectives included:

  • Creating a full calendar of content for all social media channels through November 2017
  • Create a specialized hashtag for followers to use when sharing stories, photos and videos
  • Creating a special edition e-Newsletter comprised entirely of November events and initiatives and distributing it to the Foundation’s email audience
  • Getting at least two high-visibility public locations to light up or turn purple on Nov. 16
  • Securing at least one Mayoral proclamation for Kosten Foundation Purple Day on Nov. 16
  • Securing at least one complimentary billboard in a high-traffic area in Memphis, displaying a message about the Foundation and Pancreatic cancer
  • Creating and sending Media personnel purple “fun” baskets
  • Writing and sending PSAs to local TV and radio media
  • Creating a call to action for individuals and organizations to decorate their residences/offices purple (lights, signs, etc.)
  • Generating compelling communications to help raise at least $2,500 in donations for the Foundation in November

The target audience was all Memphis area local businesses, the Kosten Foundation community of supporters and volunteers, local media, and city officials. The overall strategy for this project was to create awareness throughout the month and to turn the city purple in several key locations. This included general communications about pancreatic cancer, Pancreatic Cancer Awareness Month, World Pancreatic Cancer Day, and programs offered by the Kosten Foundation, including a detailed timeline of strategic media communications points surrounding specifically targeted topics and deadlines.

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EXECUTION

The project timeline and plan was executed as planned for the known efforts of promoting participation in the awareness events and initiatives. The flow of activities was primarily driven by deadlines for special events and media placements. Key tactics used were:

  • Press Releases
  • Media Alerts
  • Social Media Campaign
  • Email Distribution
  • Direct ongoing two-way communication with media partners, community organizations, local businesses and dignitaries

No significant difficulties were encountered in executing the plan and only traditional public relations tactics were utilized in this campaign. Other organizations involved, though strictly from the perspective that their proscribed policies and procedures impacted our timeline and plan for execution, were the City of Memphis, Shelby County, and the City of Germantown.