Dental Mission of Mercy Case Study

 

Testimonial:

“The work by the Ferraro Group on the Central Arizona Dental Society Foundation’s (CADS) Arizona Dental Mission of Mercy (AZMOM) event was amazing!  I want to take a moment and thank you personally for your professionalism and attention to detail. Our Board is thrilled with the results we achieved and I look forward to working with you again later this year.”

 

Kevin Conroy

Executive Director

Central Arizona Dental Society Foundation

 

Summary:

The Ferraro Group Phoenix was contracted to provide public relations strategy and onsite management for the 2014 Arizona Dental Mission of Mercy event (AZMOM) that resulted in $87,858 of media coverage viewed by more than 1.4 million locals.

 

Planning/Implementation

While the AZMoms event had been successful in the past, The Ferraro Group Phoenix worked with the client prior to the event to create a media plan and talking points that better educated locals on CADS mission, strategically leveraged the media attention garnered and increased the amount of coverage received.

Instead of reactive public relations, The Ferraro Group Phoenix proactively pitched and organized segments with specific spokespeople and talking points customized for outlets and audiences. Scheduling segments at different times also helped to spread out the coverage and allow for unique looking/sounding coverage that made different outlets more likely to run longer segments.

Additionally, The Ferraro Group Phoenix collaborated with the social media team to create “live” content, “tease” upcoming news coverage as well as generating behind-the-scenes photos with reporters, patients and TV crews.

Finally, The Ferraro Group Phoenix proactively interviewed patients prior to the event to pinpoint compelling stories and individuals to share with reporters and guide coverage.

Results:

The client and its board were extremely happy with the results and the onsite event management by senior members of The Ferraro Group Phoenix’s team. Together with their client, the Central Arizona Dental Society Foundation (CADS), the team garnered more than $85,000 in media coverage and reached an estimated1.4 million people in Arizona.

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