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Student Work

PRLab case study: Safe and Sound

Student work

Student Work

November 23, 2015

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PRLab case study: Safe and Sound

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Situation

Safe and Sound is a non-profit organization committed to educating and empowering school communities to improve school safety. Safe and Sound was founded by Sandy Hook parents in honor of the 20 children and six teachers who lost their lives during the Sandy Hook school tragedy. During the spring 2014 semester, the team was challenged with increasing national visibility, brand awareness and company's donor base.

Solution

The team's strategy focused on pitching local publications across the country in coordination with Safe and Sound's speaking engagements as well as the development of a dynamic social media calendar to supplement those efforts.

Results

Produced a company media kit, including executive biographies, a company backgrounder, donor form, fact sheets and testimonials.
Created relevant media lists and managed media outreach
Increased Facebook likes by 321 percent (450 to 1898)
Increased Twitter followers by 45 percent (300 to 435)
Provided guides for using LinkedIn and Twitter
Produced a plan for crisis/issues management

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Mass Communication
PRlab
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Safe and Sound
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