Baker Public Relations was engaged by the Northeast Kidney Foundation, a voluntary health organization dedicated to preventing kidney disease and enhancing the lives of those affected, to promote the Catwalk for Kidneys Fashion Show, scheduled for November 8, 2020, through a variety of public relations services. The organization, much like many others, was facing the realization that their annual event would be shifted to a virtual format due to the COVID-19 pandemic.
The Northeast Kidney Foundation was adamant about surpassing its fundraising efforts of past years even though the event had shifted online, as this was the 10th anniversary of the popular Capital Region event. Therefore, the foundation outlined a goal of raising $50,000.
Through a combination of media relations, social media management, public relations and video production services, Baker Public Relations crafted a strategic approach to reach that goal — which was exceeded in the end.
Baker Public Relations began the process by conducting research on previous Catwalk for Kidneys Fashion Shows and developing a four-month public relations plan and timeline. That allowed our team to develop creative ideas and determine next steps for planning a successful campaign.
Scheduling an initial meeting was also imperative in order to fully understand the timeline of events and expectations of the client. From there, our team scheduled monthly check-in calls to discuss the planning process. This fostered smooth sailing throughout the contracted period.
To initiate media relations services, our team developed a media contact list, which was utilized for media pitching and press material distribution. This enabled our team to pitch and secure two prime pieces of coverage: Albany Times Union’s “20 Thing You Don’t Know About Me” and the Saratogian’s “5 Questions With.”
Furthermore, Baker Public Relations drafted and distributed a media advisory. This led to securing and coordinating preview coverage along with interviews with the following media outlets: CBS6 – WRGB, WNYT – News Channel 13, The Saratogian, Troy Record, and The Daily Gazette.
To wrap up preview coverage of the fashion show, Baker Public Relations submitted event details to all local community calendars.
After the event, our team drafted and distributed a multimedia post-press release that included photos, video and final fundraising information. The post-press release secured coverage in the Albany Times Union.
Baker Public Relations began the public relations process by researching and developing a Collaboration One Sheet, which detailed collaborations that the foundation could make in order to promote the event with different audiences.
Collaborations that were secured and coordinated included:
- An exclusive tee–shirt design and pop-up shops with Haute Messes In Dresses, with proceeds going toward the fundraising goal.
- A pro bono event logo redesign with Feisty Brown Graphic Design.
- A Facebook Live broadcast called “Meet the Models” with Mohawk Honda and Mohawk Chevrolet.
- An online auction partnership with Coutaura.
For collaboration trade to the local companies, Baker Public Relations coordinated social media efforts and drafted promotional scripts that were read during the Catwalk for Kidneys Fashion Show.
Social Media Management
Baker Public Relations began the social media management process by reviewing the state of social media pages on behalf of the Northeast Kidney Foundation. From there, our team updated the aesthetic and messaging to better reflect the brand of the foundation. In addition, our team designed and published Instagram Highlight Covers to showcase different postings.
For further engagement and consistency, our team drafted and scheduled social media calendars for the months of September, October and November to promote the Catwalk for Kidneys Fashion Show. Our team also monitored and engaged on all social media platforms to boost the foundation following and public awareness.
Finally, our team published a Facebook Live Event Page for further promotion of the event and to get the date scheduled on potential viewers’ calendars.
To go the extra mile for public awareness and reach the fundraising goal, Baker Public Relations suggested short, interview-style videos be posted on social media and the foundation website.
To get the process started, our team developed a video outline that detailed scheduled shoots, interview questions and aesthetic. Once approved by the client, our team shot and edited four videos that showcased the stories of models who were participating in the fashion show to support the cause. Each video crafted a message that pulled emotion out of the interviewees and viewers.
This was the last element of the integrated campaign that brought all pieces together to cohesively promote the event.
By the end of the contracted period, Baker Public Relations saw great success with the integrated campaign. Our team secured 8 pieces of media coverage that accumulated to 2.5 million unique viewers per month. Regarding social media management, our team grew the presence and following significantly, which led to the Northeast Kidney Foundation surpassing its stated fundraising goal of $50,000. In total, the organization raised more than $56,000.