NATIONAL KIDNEY FOUNDATION OF MARYLAND
NKF-MD: GOING OVER THE EDGE!
The National Kidney Foundation of Maryland took fundraising to new heights with its debut Rappel for Kidney Health.
In addition to securing print, broadcast and online media sponsors, LH&A conducted an extensive publicity campaign to spread the word about this unique event.
Numerous pre-event calendar mentions and blurbs were secured, including a half-page write-up in Baltimore Magazine, which served as a great recruitment tool.
The Agency generated several feature stories about various event participants, including cover stories in The Baltimore Sun and Towson Times, as well as Q&A pieces in the Baltimore Business Journal and The Daily Record.
Pre-event broadcast coverage included TV and radio public affairs interviews. In-depth stories included an ABC2 News in-studio segment about the event and kidney health overall, and a WBAL-TV segment featuring an NKF-MD official, along with rappel participants practicing their moves at Earth Treks.
LH&A also helped recruit VIP rappel participants including “Miss Maryland,” ABC2 News Reporter Cheryl Conner and 100.7 the Bay Evening Drive DJ “Klug,” who later posted photos of the event on his Web page.
ABC2 filmed Cheryl’s rappel during the Friday preview. Once back on the ground, Cheryl interviewed additional participants for a story airing on the 11 p.m. newscast and later posted on the ABC2 News Website.
WJZ-TV sent a reporter to film the preview rappel, as well as to broadcast two segments live from the rappel site during its Saturday morning newscast. Fox 45 and WBAL-TV also filmed the Saturday rappel with stories airing during the late night newscasts.
What’s more, The Baltimore Sun ran a photo story in the Sunday edition and included many more photos online. The Howard County Times ran a four-page cover story. Both The Examiner and East County Times ran follow-up feature stories, and the Maryland Gazette ran a photo story.
The event was a huge success. Seventy participants took a leap of faith for NKF-MD, and the event raised approximately $115,000. As one newspaper proclaimed, it was the “Height of Charity.”
STRUEVER BROS. ECCLES & ROUSE
A NEW "EYE-CON" OVER BALTIMORE
Struever Bros. Eccles & Rouse planned to unveil the newest “eye-con” watching over the citizens and activities of Baltimore City. A 27 x 30′ replica of the Natty Boh man (of National Boehemian beer fame) was unveiled during a ceremony and celebration of the company’s Brewers Hill business park in Canton. LH&A handled all public relations activities for the campaign, which included press release development and media relations.
Event-day coverage included numerous local and business publications, and a helicopter from a local television station that covered the lighting of Natty Boh from the sky. The “eye-con” landed on the front cover of the Baltimore Business Journal’s Heavy Hitters real estate publication and national trade magazines covering the sign industry ran features on event.
ST. JOHN PROPERTIES
ST. JOHN PROPERTIES CHANGES ITS NAME – TIMING IS EVERYTHING
After 34 years in the commercial real estate business, MIE Properties, Inc. decided to change its name to St. John Properties, Inc. LH&A devised a comprehensive marketing communications plan to inform its key audiences – including employees, investors, its more than 1,500 tenants and the real estate brokerage industry – about the changeover.
Because the name change coincided with the company’s move to a new corporate headquarters – as well as a slight shift in overall focus – we pursued the theme “Timing is Everything.” We conducted preliminary research among the commercial real estate industry to obtain ideas on how to unveil the message.
All creative also involved around the new corporate logo for St. John Properties, because this would become the most recognizable element of the new name. Tenants – scattered among five states – received a letter from the company president explaining the name change, along with a keychain with the new name and logo emblazoned. The direct mail envelope carried the message “A key announcement from MIE Properties. Please open immediately.”
Real estate brokers received a large box with a message explaining the name change, contained in a direct mail piece that resembled the new logo. A desk clock was also included featuring the new logo on the faceplate.
This campaign was honored by the National Association of Industrial and Office Parks as the “best marketing campaign” for 2006, and the direct mail effort won first place from the Public Relations Society of America.
HARLEY-DAVIDSON
HARLEY-DAVIDSON: GET THEIR MOTORS RUNNING!
LH&A coordinated the grand opening festivities of Harley-Davidson of Maryland: creating invitations, securing media and dignitary appearances, and managing event logistics. The celebration began with a police-escorted caravan of 60 motorcycle riders to the classic motorcycle tune, “Born To Be Wild” playing on the dealership’s outdoor speakers.
Following the motorcycle procession, the Howard County Executive and other dignitaries joined Harley-Davidson officials for a ribbon cutting ceremony with a Harley-orange ribbon. Guests then toured the new facility, enjoyed a motorcycle-shaped cake and received commemorative t-shirts.
The event drew extensive media coverage, including a cover story in The Baltimore Sun, as well as coverage from AP, Baltimore Magazine, Smart Woman, The Daily Record and Baltimore Business Journal.
The success also led to another motorcycle project in which LH&A organized a groundbreaking ceremony for Old Glory Harley-Davidson, a 30,000-square-foot dealership in South Laurel, Md.
THE COLUMBIA BANK
COMPANION BROCHURES
The Columbia Bank, a full-service commercial bank with 26 locations throughout the Baltimore-Washington, D.C. region, needed a major overhaul of its business banking and consumer services product brochures, which had not been updated in more than five years.
LH&A conducted interviews with key members of The Columbia Bank team to determine which product areas needed revising and handled all copywriting, artwork design and photography for the creation of two new brochures that followed similar formats and layout.
COLUMBUS CELEBRATIONS
COLUMBUS CELEBRATIONS: REJOICING ITALIAN STYLE!
Since 2003, LH&A has implemented an annual public relations campaign to promote Baltimore’s Columbus Day parade and the Columbus Celebrations Italian Festival. This resulted in a steady stream of publicity in the weeks leading up to the events with numerous print stories. Additionally, morning TV interviews have featured such diverse guests as: grape stompers, bocce players, drivers with their antique cars, the U.S. Pizza team acrobatic dough tossers, the Italian amateur boxing team, a Christopher Columbus impersonator, Miss Columbus Celebrations, musicians and opera singers.
We also coordinated media coverage during the events and arranged for TV and radio personalities to participate as parade marshals, emcees and contest judges. In addition, LH&A secures media sponsorships and handles all advertising.
THE MARYLAND PODIATRIC MEDICAL ASSOCIATION (MPMA)
MPMA: PUTTING THEIR BEST FOOT FORWARD!
The Maryland Podiatric Medical Association (MPMA) turned to LH&A to raise awareness of the association and of the podiatry profession. Our statewide publicity campaign included extensive print and broadcast coverage about new procedures and general foot care topics, including: Diabetes and Your Feet, Walking, Children’s Foot Health and Holiday Shoe Shopping Tips. Getting Your Feet Ready For Winter, Preparing Your Feet For Summer, Pedicure Safety, Athletics and Your Feet and Back To School Shoe Shopping.
Along with the publicity, we arranged for MPMA to gain additional exposure in health fairs, back-to-school expos, senior expos and walk events.
GAINES MCHALE ANTIQUES.HOME FURNISHINGS
GAINES MCHALE ANTIQUES.HOME FURNISHINGS: SHOWCASING THEIR STYLE!
LH&A has conducted an extensive media relations campaign for Gaines McHale Antiques.Home Furnishings, resulting in substantial local, regional and national publicity. This involved promoting the store as a family business and long-time Baltimore landmark. We also secured Gaines McHale’s appearance in antiques resource guides and, of course, Baltimore Magazine’s “Best of Baltimore” issues.
Additionally, we publicized special events at the store including art and poster shows, as well as several charity fundraisers we helped organize. We also showcased owner Jean McHale’s talent in interviews, contributing articles and feature stories profiling homes she designed.
