Annual Marketing Campaign: PR, Digital, Special Events, Community Outreach

Annual Marketing Campaign: PR, Digital, Special Events, Community Outreach

Client: The Rose

Timeframe: 12 months

Scope: Since 1986, The Rose has been the only non-profit organization based on a model that changes lives by providing a space for women who have health insurance to cover the cost of those who are uninsured. The organization has grown significantly throughout the years to become the leading breast healthcare organization in Texas. The objective is to expand on existing marketing efforts, ultimately raising awareness of The Rose, its annual events, services, and programs.

The Tools

Social Media

Public Relations

Special Events

Community Relations

The Challenge

Give The Rose’s online following the full event experience
Position The Rose as breast healthcare experts to promote their mission
Engage community to create awareness for The Rose

The Plan

Provide live social media support during events
Pursue opportunities related to breast cancer topics
Prepare press conference to announce Team Up For The Rose, an online auction of a pair of pink pads autographed by the Houston Texans, to local media

The Outcome

Live social media coverage was used at 7 events to bring the full event experience to The Rose’s online followers. Attendees engaged with The Rose’s social media channels by using event-specific hashtags and sharing their personal photos.
The Rose made appearances on news stations FOX, KHOU, ABC, and KPRC to discuss breast cancer trending topics and promote its annual events. Overall they garnered 36 TV/Radio placements valued at $684,463.46, reaching 3,997,622 and 10 print placements valued at $47,000.00, reaching 32,565,780.
The Team Up For The Rose campaign garnered 15 local media placements valued at $357,438, reaching 3,956,806.
Media monitoring and metrics: Aircheck News.

The Challenge