Baker Public Relations was approached by the Everett Ambulatory Surgery Center in February 2020 to manage a ribbon–cutting for its state-of-the-art joint venture between Albany ENT & Allergy Services, OrthoNY and St. Peter’s Hospital.
The facility features the central office and clinic for Albany ENT & Allergy Services on the first floor, and the ambulatory surgery center sits atop of it, paving the way for cost-effective and easily accessible outpatient surgery services for a wide variety of ENT and orthopedic procedures.
The COVID-19 pandemic struck in March 2020 and shut the facility down through the end of May 2020, pushing the timeline for the event back substantially. Baker Public Relations was reengaged in July 2020 and resumed event management services for a ribbon–cutting in September 2020.
Baker Public Relations created a guest list for attendees from all parties involved with the project. After approval by the client, Baker Public Relations worked with our graphic designer to develop an invitation for the event to be sent to the guest list via email. The invitation reminded guests that social distancing and masks were required, keeping in mind COVID-19 regulations for group gatherings. Two weeks prior to the event, Baker Public Relations distributed the invitation to the guest list and managed RSVPs, confirming key players for the facility and elected officials to speak.
Baker Public Relations collected, drafted and provided the client with order estimates and pricing for table & linen rentals, a podium, a foam core sign for the podium that featured Albany ENT & OrthoNY logos, a vinyl ribbon with logos, a large pair of scissors to cut the ribbon, cases of water from the Saratoga Springs Water Company, and custom-made cookies from 518 Cookie Boss. Baker Public Relations placed these orders and coordinated deliveries prior to the event and pick-ups afterwards.
With RSVPs rolling in from guests and dignitaries, Baker Public Relations drafted speaker notes for the emcee, Capital Region Chamber President Mark Eagan, as well as talking points, an event agenda and social distancing signs to be placed on tables.
Baker Public Relations attended the event to coordinate set-up and serve as the point of contact for guests. Baker Public Relations staff also took photos before and during the event, which were used for media relations purposes and included in the multimedia post-event press release.
In addition to event management, Baker Public Relations was engaged for media relations services to promote the official opening of the facility. Baker Public Relations drafted and distributed an advisory to all local media outlets, inviting them to the ribbon–cutting event. Baker Public Relations also drafted a post-event multimedia press release, which included photos from the event, and distributed it the morning after.
Baker Public Relations secured coverage on News10 ABC’s website, the Albany Times Union Sunday paper’s “Your Best Shot” feature as well as a general news article, an article and slideshow in the Albany Business Review and Becker’s ASC Review, a trade publication dedicated to the ambulatory surgery center industry. In total, these media placements garnered 8.9 million unique views.
Baker Public Relations was also engaged to produce short videos for both the Albany ENT & Allergy Services and OrthoNY websites to showcase the pristine facility and capabilities of the ENT office and ambulatory surgery center.
Throughout the engagement, Baker Public Relations remained in contact with Albany ENT and OrthoNY associates and cultivated an open and thoughtful stream of communication, delivering high–quality results for the facility.
