The Make-A-Wish Foundation’s Mid-Atlantic Chapter was simultaneously approaching its 7000th wish to be granted and its 28th annual Make-A-Wish Triathlon at Sea Colony in Bethany Beach, Delaware. Make-A-Wish needed a PR partner to help promote the upcoming events as well as its overall mission to enrich the lives of children with life-threatening illnesses. Capitalizing on the two quickly approaching landmark initiatives, Crosby-Volmer launched a comprehensive grassroots campaign to generate buzz in local communities, engage potential participants, volunteers and sponsors, and connect with the news media.
- Developed extensive contact lists for local newspapers, broadcast media outlets, health and fitness bloggers, triathlon training groups, and a variety of community organizations to spread the word about the annual race and the 7000th wish event
- Initiated an extensive media outreach plan, including developing customized media pitches, placing pre-event announcements, managing day-of coverage and placing post-event feature stories
- Garnered placement in What’s Up? Eastern Shore magazine which featured editorial coverage and photos of athletes in action and memorable moments from the events
- Supported the production of the triathlon event which had more than 400 participants and raised nearly $300,000
- Brought news crews, reporters and photographers from local D.C. stations and newspapers to the wish recipient’s backyard to unveil his one-of-a-kind treehouse, resulting in NBC4 featuring the story on several evening and morning news editions, ABC7 spotlighting the recipient in the weekly “Harris’ Heroes” segment, and two local newspapers running features of the celebration