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Case Studies
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Traditional PR
Cancer Care Connection is a cancer helpline/telephone service headquartered in Delaware, which receives calls from throughout the US. One of our first public relations projects was to write and submit an article to COPING, a national magazine for people affected by cancer.
This disease overwhelms many callers when they reach out to Cancer Care Connection, sometimes due to Internet searches that can be especially alarming. So we developed this article and submitted it for publication. Fairly quickly the article was accepted and published in May the 25th anniversary issue of COPING.
Click here or the full article.
Marketing/Outreach
In an effort to develop a pro-active marketing outreach program that would increase awareness and usage of Cancer Care Connection, I developed an experiment I described as ‘The Pharmaceutical Rep Thing.” By drawing on my sales skills, I am now implementing a campaign that includes direct mail (items I wrote and developed), phone calls and in-person visits similar to the approach a pharmaceutical sales representative takes to market a product.
Over the first half of 2011, marketing meetings have been held with oncologists, nurses and social workers in 10 counties in Delaware, southeastern PA and extreme southern NJ, introducing Cancer Care Connection.
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Brandywine Festival of the Arts
 In 2009, Wilmington’s 48-year tradition of an arts festival in the park was broken. So when the Brandywine Festival of the Arts was revived in 2010, my challenge was to let Wilmingtonians know the Festival was back.
In February I placed a story in the Wilmington News Journal announcing the Festival’s return on the same day that the Festival’s executive producer appeared on WDEL 1150AM.
As the Sept. 11 Festival approached, the twice weekly Community News published a pull-out section featuring a series of my press releases.
On Friday, Sept. 10, the News Journal featured a preview of the Festival as its cover story in 55 Hours (weekend section) while its sister paper, the Courier-Post in South Jersey published the same story.
WHYY 90.9FM broadcast a story several times on Friday. WDEL and WILM 1450AM also broadcast Festival-related stories.
Sunday’s News Journal story was one of the most positive I have placed in my career.
Links to articles are available upon request.
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