success stories
Alzheimer's Association
Media relations campaign steps up awareness for this non-profit
To generate awareness of a series of 2009 Memory Walk events for the Alzheimer’s Association’s Southeastern Virginia Chapter, Cahoon & Cross conducted a pro bono media relations and outreach campaign to help raise funds for local programs and critcally-needed research, while encouraging people to feel comfortable about discussing the disease. For the Alzheimer’s Association’s Memory Walk campaign, Cahoon & Cross:
- Developed a regional media relations campaign, targeting print, broadcast and online media
- Collaborated with the Alzheimer’s Association staff to identify and interview a care provider, corporate supporter and individual diagnosed with early-onset Alzheimer’s disease, then developed profiles for the purpose of pitching the stories to the media
- Scheduled TV, radio and newspaper interviews and assisted with onsite media coverage the day of the kick-off event
- Arranged for the WVEC-TV (ABC) to serve as a media partner for the event. As a result, the station created an advertising package, selling TV spots to other partners; provided an online splash page featuring banner ads and event information; produced and broadcast a special PSA; dispatched anchors to the event to serve as emcees; and devoted a considerable amount of television news coverage for the event
The Alzheimer’s Association reports the campaign resulted in the most successful Memory Walk promotion ever—with more than $368,500 raised, 2,694 participants for all the walks combined and $80,000 in ad value for the media relations campaign. This spring the Public Relations Society of America’s Hampton Roads Chapter recognized Cahoon & Cross with its Pinnacle Award for the media relations program conducted for this promotion.