content creation and marketing: Cardiac arrest vs Heart Attack
Situation: With several high-profile deaths from sudden cardiac arrest in 2013, the media and the general public were inaccurately interchanging the terms heart attack and cardiac arrest.
Task: Develop and execute a communications plan to educate the public and media about the difference in the two conditions.
Action: Developed the Heart Attack vs. Cardiac Arrest infographic and an integrated distribution plan (earned, owned and paid).
•More than 500,000 impressions and 7,000 shares on Facebook & 30 percent increase in followers within the first month of posting.
•Named Best Infographic by Ragan’s Healthcare PR & Marketing Awards
•Recognized as one of highest performing paid content placements through North American Press Syndicate
•All-time highest downloaded infographic on heart.org
Communications strategy: raising aHa's profile in North texas
Situation: The American Heart Association’s North Texas division has a long history of extraordinary fundraising through its three signature events. But donors and the general public were largely unaware of the AHA’s impact in the community.
Task: Raise the AHA’s profile in the Dallas/Fort Worth community through leadership positioning, media placements highlighting AHA’s community impact and messaging to help internal development staff explain the AHA’s mission in the community.
Action: Developed year-round communications plan and strategy to increase AHA’s visibility as a community partner in DFW. Restructured communications team to better focus on external media relations (vs events) and overhauled paid marketing campaign to ensure year-round presence and tie back to AHA’s mission (even for event marketing). Message trained key volunteers, staff and leadership.
•63 percent increase in earned media placements
•3x earned Hispanic media placements
•7M paid media impressions
•3 point increase in annual brand positioning survey
Event marketing, media relations: beautykind unites concert for cause
Situation: BeautyKind approached the American Heart Association to participate in an inaugural charity concert series featuring Cole Swindell, Demi Lovato, The Band Perry, Jake Owen and Randy Travis at Cowboy Stadium.
Task: Help deliver the first-ever national-scale concert benefiting the AHA. Lead collaboration efforts among four vendors and a sponsor and manage internal expectations of our own organization for a highly visible event.
Action: Developed integrated local communications plan that included internal communications to donors, staff and current sponsors. Engaged hometown hero and stroke survivor Randy Travis to share his story to create a mission-driven national and local media hook.
•20K concert attendees
•10 local placements
•40+ National placements, including MSN, CNN.com, ET Online, Just Jared, People.com, Billboard.com
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