Spreading the word

Challenge

Most folks can imagine the turmoil that deployment to active duty must place on National Guard families. Not only must they deal with these emotional challenges, but also the financial issues of raising a family. It would be simple if they could place their lives on hold. But bills must still be paid, kids still go off to college, and day-to-day financial issues still loom. While employers hold their positions open, most will face a harsh financial burden due to their deployment. Smith Elliott Smith & Garmey, P.A., one of Robinson PR’s clients, had the idea to hold charity golf tournaments to establish a scholarship fund. Robinson PR was determined to reach a much broader audience with important news about this great initiative.

Strategy & Tactics

Robinson PR recognized that Maine Governor John Baldacci would probably be a supporter, so the crucial first step was to secure the Governor’s participation in a kick-off press conference. Robinson PR also named the scholarship fund, wrote its tag line, commissioned an appealing logo at a dramatically reduced price, and coordinated the participation of the Maine State Bar Association, the Maine National Guard, and the Maine Community Foundation. Media relations in advance of the press conference also paid off handsomely.

Robert B. Haley, Education Services Manager for the Maine National Guard, describes the financial challenges that active duty in Iraq and Afghanistan inflicts on Maine families.

Results

In less than 2 weeks after the press conference, the Maine Sentinel Scholarship Fund had raised $20,000 in cash and pledges. It had secured commitments for at least two charity golf tournaments in the Fall of 2004. (Typically, charity golf tournaments have the potential to raise between $5000 and $35,000 apiece.) Media attention was outstanding. Several newspapers carried stories, four television news crews documented the launch, and Fund organizers began receiving e-mails from soldiers stationed in Iraq and Afghanistan almost immediately. That made the Fund a success in its first year, with the potential to grow into a longterm source of college funding for the children of Maine’s Guard families.