In the summer of 2014, a continuing care retirement community in Florida expanded its efforts to increase awareness of its assisted living services.
New to the account, Forté worked with the executive team at the community to find the right story for the community’s very first news opportunity, which we determined should be the heartwarming story of a resident couple who recently celebrated their 72nd wedding anniversary. At the time, the anniversary had already passed.
The Forté PR team, led by Amy Jones, Senior Vice President-Media Relations, came up with a strategy to make the story media relevant, despite the timing. Account Executive Madison Edgar worked with Jones to put together a press release about the couple, and then pitched to local media for coverage of the story.
Media efforts resulted in feature articles with local newspapers and multiple television opportunities. One TV interview, with WESH 2 News in Orlando, attracted national broadcast attention and went viral online, including features on the Yahoo! homepage and The Huffington Post.
The result was an incredible amount of exposure for the community. The story surpassed 10.5 million impressions on social media alone, and was shared in various TV markets throughout the country, including ones in Texas, Pennsylvania, Arizona and Hawaii.
Trapper Collova, Senior Vice President-Marketing & Creative Services for Forté, leveraged the coverage to target prospects via our innovative PR Pro+ Package. This synergistic approach combines publicity and marketing by implementing direct mail and other marketing components to reinforce the successful media coverage. The result is delivery of the client’s message directly to key prospects while maintaining the unbiased third party validation of the media.