Susan G. Komen Central and South Jersey affiliate
Susan G. Komen Affiliate Races For Brand Recognition
The Susan G. Komen Central and South Jersey affiliate wanted brand awareness to make their annual race stand out amid a growing field of competitors.
CMA recommended a public relations strategy that leveraged compelling, community-based storytelling with cancer survivors, volunteers and fundraisers. By showcasing the personal and emotional stories of local people who had been impacted by breast cancer, the affiliate would be able to put a “face” on breast cancer, as well as position the regional nonprofit as a local “solution.”
- Press Release #1: “A Mother’s Love: Selfless Survivors Spend Holiday ‘Racing’ for a Cure,” told the emotional stories of breast-cancer survivors.
- Press Release #2: “Komen Sets Bold Goal To Reduce U.S. Breast Cancer Deaths By 50 Percent In 10 Years,” announced an aggressive goal, which created excitement leading up to the Nov. 6 race.
- Press Release #3: “More than Pink,” focused on the nonprofit’s renewed efforts on fundraising and how “wearing pink” isn’t enough to cure breast cancer, according to survivors and caregivers.
- Press Release #4: “Funding Shortfall Leaves Burlington County At Risk,” centered on how more women are not receiving adequate service due to the lack of funding.
The Susan G. Komen Central and South Jersey affiliate was one of only five affiliates throughout the United States (50+ affiliates) to generate third-party media placements that promoted their mission:
In just six months, the campaign generated 25 media placements in target publications with a total reach of 3,867,215, which exceeded the client’s expectations. Top media placements included:
- Courier News
- Home News Tribune
- Asbury Park Press
- South Jersey magazine
- Burlington County Times
- Chasing News (TV)
- News12 (TV) (twice)
- My9NJ (TV)
- Fox 29 Philly (TV)
- Fox 5 NY (TV)
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