A Long Range Campaign in Limited Time

In today’s busy media age, dedicated and effective organizations can spend decades providing a vital public service without ever enjoying media exposure that could further advance their goals.

Collaborative for Children fit this description for many years, as a quietly effective, non-profit organization dedicated to building a strong educational foundation for young children within the Texas Gulf Coast region.

Using grant funding, Collaborative contracted with Gilbreath Communications, Inc. to create and launch a multi-media campaign to publicize Collaborative’s Child Care Resource and Referral services.

To add to the challenge, this campaign had to be planned, executed and completed in six weeks. Within 10 days of the campaign’s initial planning, Gilbreath kicked off a massive print, online, billboard, radio and television campaign. In addition, the campaign included media outreach in the form of press kits, releases and pitching for media interviews.

As a result of the campaign, more than 42 million impressions were generated and five media interviews were secured. Overall, 34 percent of referrals during the campaign’s run can be specifically attributed to the campaign. Residual benefits continue to grow as community organizations and the general public gain a better understanding of Collaborative’s valuable services.