Our Challenge
As the fiscal agent for the Colorado Respite Coalition, Easterseals Colorado retained Barefoot PR to implement a statewide public awareness campaign with a goal of advancing the work of the coalition and increasing awareness of the resources available to caregivers statewide.
While creative and messaging existed, Easterseals recognized the need to elevate campaign assets to ensure engagement with diverse audiences around the state.
Our Solution
Barefoot PR worked quickly to develop a Campaign Roadmap that included a digital media buy of $40,000 for a four-month period, earned media to secure positive coverage of caregiver resources, in-person events, and suggestions for leveraging community and corporate partnerships to increase exposure to campaign materials and drive traffic to the campaign landing page. Our team also initiated and managed a relationship between the Easterseals and the Colorado Broadcasters Association (CBA) to implement a statewide broadcast PSA strategy through the Non-Commercial Supporting Announcements (NCSA) Program and oversaw all communications-related elements of the campaign. Efforts from the campaign resulted in exceeded stakeholder engagement goals.
Results
We coordinated with 47 Colorado CVS retail locations and library districts in Denver, Jefferson and El Paso Counties to share campaign collateral. There were also print newspaper ads run in 90 small-market Colorado newspapers through the Colorado Press Network resulting in more than 1.3 million impressions.
17 positive stories as a result of earned media outreach
1.4 million impressions from digital display and social media paid advertising
1.3 million print newspaper impressions
Meet the Project Leads
Laura Schwinkendorf
Director of Strategy
Kathryn Britton
Director of Operations & Special Projects
