For any organization, brand and product are two key drivers for public relations and media. I have worked with internal and external public relations and media teams on strategies that include developing a robust earned media solution focused on brand and product attributes with thematic stories to influence consumers. Once earned media takes hold in the marketplace, the next step in knowing when to release owned and roll out paid media to evolve a media plan is critical to the success for news coverage and media results.
Super Bowl LII – Austin & Roy story
Be The Match partnered with the Minnesota Super Bowl Host Committee to support Super Bowl LII. The opportunity opened up the ability to introduce a Be The Match donor, Austin Carr, NFL wide receiver with the New Orleans Saints, to his recipient, Roy Coy. NFL Films partnered with us to film and produce their stories to air later in the fall of 2018. The earned media delivered on this story during the Super Bowl LII included hundreds of news outlets in February as well as later in the fall with the release of the film.
#LEMONSFORLEUKEMIA
This is the most successful campaign that reflects creativity in a digital media space involving large network of individuals working collectively to launch, execute and manage a bucket list request from a searching patient and his friend. The campaign resulted in thousands of new donors that exceeded a world record, engaged celebrities and notable influencers in the social media space and reached millions of people over Twitter, Facebook and other media outlets.
MediaPost Marketing Health Conference
New York City
I was asked to share an approach to grassroots marketing related to the planning for Be The Match around ethnically diverse recruitment. This presentation highlights the process from conducting research in a core demographic to segmenting and targeting decisions and then ultimately the plan to implement against goals. Please note, my presentation begins around 1:30 into video.