Division B - Printed Tools of Public Relations
Category 11 - News Release
OH, BABY …
Doreen Overstreet, Summer Walker, Costa DeVault
Golden Image Award
Judges' Award
Research/Situation Analysis:
Like many nonprofits, Orlando-based BETA Center, which provides
resources and services to at-risk teen mothers, was looking for an
alternative way to help raise money – and awareness – for its
organization. BETA found the answer in Building Baby’s Brain Power, a
book written by two qualified staff members. Brain Power offers
hundreds of fun and easy one-minute brain stimulating activities for
baby’s first years. Each activity involves one or more of the five
senses. For example, exercises range from dancing with baby to smelling
vanilla extract to watching the rain. The nonprofit had already sold
about 50 copies of the book locally, but wanted to promote the book to
caregivers nationwide – with all profits benefiting BETA. The challenge
was that BETA had no advertising budget, so PR was integral to
generating awareness. BETA asked Costa DeVault (CD) to write and
distribute a release about the book that would generate press. BETA
wanted to gain exposure for Brain Power that would help it generate
more sales, and ultimately have the book sold in a nationwide
bookstore. Before beginning, CD used research conducted by Rollins
College students (that was offered pro-bono), which highlighted the
book’s potential buyers, competition, strengths and weaknesses. CD also
researched targeted media, how to enlist a national bookseller and baby
trends. CD agreed to help BETA take its unique marketing tool to the
next level … all at no charge to the nonprofit. The PR effort spanned a
two-and-a-half-year period and is currently ongoing.
Objectives: To: 1) develop a press release that
would gain both local and national attention, and result in 15 media
placements, which would help sell Brain Power; 2) use publicity
generated from the press release to enlist a national bookseller to
carry the book by 2006; 3) to increase sales by 200% within two years.
Implementation: The springboard for these
objectives was an attention-grabbing news release titled, “Oh, Baby …
Simple Activities Can Make Your Infant Smarter.” The news release also
featured side bar attachments that included sample Brain Power
activities and facts. CD decided to creatively package the release in a
baby diaper bag. Each bag included a book, a news release and a sample
toy that referenced an activity. For example, a rattle was placed
inside the diaper bag with a note attached that read: “Teach your baby
listening skills. Use this rattle with the hearing exercise on page
30.” In addition, the release was complemented by pictures of BETA
Center moms practicing the Brain Power activities with their babies.
The photos helped convey the story’s visual potential. The release was
distributed with targeted pitch letters to more than 50 selected local
and national media, including parenting publications. CD also mailed
packets about the book to national bookstores to request they consider
carrying it, and sent packets to Florida-based governmental agencies,
pediatrician and OB-GYN offices.
Evaluation: CD quickly secured a five-minute
feature on CNN’s AccentHealth “Baby & You” show about the book and
it was placed in ePregnancy magazine. This publicity directly helped
obtain two print sponsors and improved book sales by 380%, which
surpassed objectives. The book was reprinted in 2006 in a larger
quantity and CD continued publicity efforts, landing coverage in the
Orlando Sentinel, Sun-Sentinel, American Baby, Orlando Magazine and the
Daily Buzz – a national morning show – as well as a week-long feature
on the local CBS affiliate, WKMG Channel 6. Additional coverage
included a segment on Central Florida News 13, a 30-minute radio
interview on WOMX 105.1, coverage in four weekly papers and parenting
Web sites, and favorable book reviews. In the end, more than 20
placements were secured, which also surpassed objectives. Upcoming
placements include national parenting publications such as Parents
Magazine, Urban Baby, iParenting and Wondertime. BETA was ecstatic with
the coverage. According to BETA’s President Hope Kramer, “We had such
great feedback and made sales in every single state.” During the time
period that CD publicized the book (2005-present), publicity helped
fuel sales, which accounted for more than $70,000 in profit for BETA
(3% of BETA’s annual budget). An added bonus: the “press clip book” –
along with the news release – was part of the sales presentation
materials, which helped secure a contract from Barnes & Noble and a
distributor in 2006, which met CD’s final objective. Babies R Us has
also expressed interest in carrying the book.
Budget: BETA did not have a marketing budget for
the book – and fortunately, incurred no costs. CD provided more than
300 hours of PR services valued at $40,000, in addition to donated
press kit materials, the cost of printing, mailings and selected clip
retrieval. Research was donated by Rollins College graduate students.
As a result of the more than $400,000 worth of publicity, Nemours
Children’s Clinic and Arnold Palmer Hospital generously donated the
costs for printing. In addition, the ABC local affiliate generously
donated B-roll footage, which was used on CNN. Had BETA paid for all
these services, it would have cost more than $85,000. Instead, BETA
wound up in the black – generating $70,000 to support its programs. And
now that the book will be in Barnes & Noble and Babies R Us, BETA
will have the exposure and visibility needed to generate additional
profits for this worthy nonprofit.