Case Study:
The Mentoring Partnership of New York
National Mentoring Month & Mentors' Day
The Mentoring Partnership of New York (MPNY) engaged Kellen Communications to raise awareness of the need for mentors and of the variety of mentoring programs available in the five boroughs of New York City. This not-for-profit organization sought initiatives that would drive prospects to their web site and toll free number to learn more about becoming a mentor.
Strategy
Kellen Communications focused its public relations efforts on National Mentoring Month and its culminating event: Mentors' Day. Public Service Announcements (PSAs) were developed and strategically placed with top tier media partners for them to disseminate throughout the month. At month's end, Kellen produced the highly successful Mentors' Day event.
Tactics
The Kellen team developed a comprehensive tactical timeline running from August through February that included collateral development, mayoral proclamations, sponsorship activities, pre and post-event press activity, a detailed media outreach plan, logistical deadlines and impactful public service announcements (PSAs.)
Results
Kellen Communications secured am New York, one of the most widely circulated daily newspapers in New York City, as its print partner. The newspaper's young professional readership proved to be the perfect audience. Kellen Creative developed a print PSA that was published in am New York throughout the one month campaign. A banner PSA on the paper's web site also ran during the entire month.
Kellen chose WPIX-TV CW11 as the broadcast partner for the initiative and secured placement of three (3) individual PSAs, which aired on TV and online, linking to the MPNY website. The CW11's weatherman was tapped to record a sound bite leading into each PSA.
18 million media impressions were garnered for the one-month campaign, including television, print and Internet exposure. Best of all, MPNY saw a 100 % increase in those who contacted the organization with interest in becoming a mentor.
