Below are several marketing and public relations case studies that illustrate our work:
Mission of Mercy
The Situation: Mission of Mercy is a nonprofit organization that provides free healthcare, dental care and prescription medications through a mobile medical clinic. Unfortunately, they were badly underfunded in one of the communities they serve – Gettysburg/Adams County Pennsylvania.
The nonprofit organization determined that unless it could raise a minimum of $50,000 from that community, it would need to discontinue the once a month clinic.
(Mission of Mercy’s Maryland/Pennsylvania mobile medical clinic also serves Frederick, Brunswick and Reisterstown, Maryland, and Harrisburg, Pennsylvania.)
The Solution: Mission of Mercy’s then Executive Director, Jennifer Charlton, determined that a localized effort centered on the county’s churches and community leaders was the fastest and most direct way of getting out Mission of Mercy’s message. She created the nonprofit’s three-month “Campaign for Care” to ask the community to support the life-saving services Mission of Mercy provides.
Marketing @Work provided important marketing and communications support to the campaign, with a strategic plan that included articles for church newsletters, newsletters and enewsletters, ads in the local newspaper, a social media campaign, and an intense media relations program.
As a result, Mission of Mercy received five articles in local and regional newspapers, and donations poured in! The campaign raised more than $100,000 in individual donations and a matching grant. Most importantly, the clinic was able to continue providing approximately 550 medical and dental patient visits to patients who otherwise may well have gone without care.
“Diane’s heartfelt commitment to Mission of Mercy and her steady approach resulted in developing relationships and increased visibility and appeal in markets where we had been relatively unknown.
“From the summer of 2015 through the fall of 2015, we worked closely on many fund-raising campaigns. Diane’s work provided the visibility and messaging that resulted in successful events and campaigns. This was especially true of the “Mercy on the Move” Capital Campaign, which raised $450,000 for a new mobile medical unit.”
Former Executive Director, Mission of Mercy
Host “Success Happens,” WFMD Radio Program
Recipient, 2015 Baltimore Brava Awards
“Mission of Mercy saved my life.” The words of many patients.
Creating an Effective Website for Fenestra
Situation: Fenestra Technologies Corporation, a highly successful IT company that had recently relocated from Germantown to Frederick, was interested in increasing its profile in the community. Although most of their potential clients were in the greater Washington DC area, Fenestra’s goals for increasing their visibility included attracting highly skilled employees, forming beneficial relationships with the local business community, and contributing to Frederick’s nonprofit and arts community.
Founded in 1996, Fenestra invented creative IT solutions to complex business problems. Most of their clients were large corporations, such at Lockheed Martin and Westat, or governmental agencies like the U.S. Census Bureau and the National Archives.
Fenestra originally hired Marketing @Work to create a public relations program that would provide the desired visibility, and position Fenestra as an attractive workplace for creative IT professionals seeking an entrepreneurial environment.
However, it soon became apparent that the increased visibility would drive more visitors to their website, and the one-page “placeholder” site didn’t showcase Fenestra’s unique selling proposition (who they are and what they offer) to either potential clients or potential employees.
The Solution: First, Marketing @Work held several meetings with owner Rick Rogers and his staff to thoroughly understand their unique approach to IT challenges, and how they differ from their competitors. Then, Marketing @Work laid out a plan for an updated logo, slogan and website that would position Fenestra to meet the above-stated goals. Marketing @Work then created:
- An updated logo that retained elements of the original logo, but also communicated the strength and success of the company.
- A new tagline that reflected Fenestra’s unique selling proposition.
- A fully-optimized website featuring content that spoke directly to the concerns and issues of potential clients, and describes why Fenestra was a desirable employer. Instead of the nondescript “high tech” images seen on so many websites, we used beautiful illustrations of iconic Frederick themes by local artist Ellen Bryne to connect Frederick’s vibrant IT and arts community with the creativity of Fenestra’s work.
- Colorful banners for Fenestra’s office. Located at 47 E. South St. in downtown Frederick, the building is a beautiful facility built to blend with surrounding historic buildings. The banners utilized the same artwork as the website.
- Created a blog, along with a complete Marketing Plan that included a targeted public relations program. Marketing @Work presented the Marketing Plan to the client in a three-ring binder. We also executed the program, which resulted in:
- The Frederick News Post featured Fenestra Technologies’ President, Rick Rogers, in an article entitled “Middletown Man Patents System to Preserve Historical Digital Files.”
- Fenestra earned a slot as a Maryland State Small Business of the Year semi-finalist.
- Fenestra was recognized during the Frederick City Office of Economic Development’s Business Appreciation Week.
Here’s what Rick had to say about our work:
“Our website definitely exceeded our expectations! Working with Diane has been easy and fun. She has been very perceptive in collaborating with us to update our marketing strategy, has wonderful contacts throughout Frederick, and has been both persistent and creative in building out our image. I highly recommend Marketing @Work to other small business owners in our community.”
A side note: In January of 2015 Fenestra was acquired by Westat, a leading research organization headquartered in Rockville, Maryland, with total revenues of about $500 million.
Public relations brought new attention to Firestone’s
Situation: Firestone’s Restaurant, a 10-year-old restaurant in downtown Frederick’s historic district, was changing its name to Firestone’s Culinary Tavern. The restaurant was seeking media exposure around the name change, as well as recognition for their outstanding cuisine and their “Market on Market” boutique grocery store/deli.
We then created a media relations plan that included a series of news releases, individualized follow-up phone calls to targeted media, and creating a travel package in conjunction with the Marriott Frederick Fairfield Inn. We also worked with Firestone’s to increase the content of their website, and to add a blog, which allows for robust and continually updated content. This drives traffic to the website and provides on-going information for media.
Firestone’s received several major feature print articles, and sections of the news releases have been published on dozens of food, drink and travel blogs.
Enter the text or HTML code here