Objective:
The objective of the campaign led by Hannah Krafka, a public relations professional, was to increase brand recognition for CareSource in the state of Florida. The CareSource Foundation launched a grant challenge competition, inviting community-based organizations and nonprofits to compete for funding. The goal was to award funding to 30 organizations across the state, totaling over $500,000.
Challenge:
The main challenge for Hannah was to create a comprehensive and impactful publicity strategy that would generate awareness and engagement for the grant challenge among both the participating organizations and the media outlets in Florida. Additionally, she needed to ensure that the campaign celebrated the successful awardees and effectively conveyed the importance of their work to the public.
Solution:
Hannah managed an agency located in Florida, which provided support for all aspects of publicity surrounding the campaign. She developed a multifaceted approach to generate maximum participation and media coverage. Her strategy included:
- Targeted Outreach: the team reached out to community-based organizations and nonprofits across Florida, highlighting the grant challenge and the benefits of participation. They leveraged her professional network to establish relationships and encourage involvement.
- Media Engagement: Hannah and the team engaged with local media outlets, pitching compelling stories about the grant challenge, its impact on communities, and the upcoming awards. They provided press releases, interviews, and exclusive stories to generate media coverage and interest.
- Social Media Campaign: The team devised an organic and paid social media strategy to amplify the campaign’s reach. She created engaging content, including videos and testimonials, and encouraged participants and awardees to share their experiences. This strategy aimed to increase brand affinity for CareSource among the general public.
- Event Planning: The team organized celebratory events to recognize the awardees and showcase their important work. These events provided an opportunity for local media coverage, further increasing the campaign’s visibility and impact.
Results:
Hannah’s public relations campaign for the CareSource Foundation in Florida achieved remarkable success, surpassing the objectives set at the beginning. The results include:
- Increased Brand Recognition: The campaign significantly increased brand recognition for CareSource in the state of Florida. Previously, very few people were aware of the CareSource brand, but through strategic media coverage and engagement, public awareness of the organization grew substantially. More than 200,000 readers and viewers were reached with earned media placements alone.
- Funding and Support: A total of 30 organizations were awarded over $500,000 in funding through the grant challenge. This financial support had a tangible impact on the important work being done by these organizations, enabling them to continue their valuable contributions to the community.
- Brand Affinity: The campaign successfully generated brand affinity for CareSource. By showcasing CareSource’s commitment to supporting community-based organizations and nonprofits, the campaign fostered a positive association between the brand and the values of giving back and community empowerment.
In conclusion, Hannah Krafka’s public relations campaign for CareSource Foundation in Florida effectively increased brand recognition, awarded funding to deserving organizations, and enhanced brand affinity. Her comprehensive approach and strategic efforts resulted in a highly successful campaign that celebrated the vital work done by these organizations, while also elevating CareSource’s reputation and visibility in the state.
