The Rose Case

Annual Marketing Campaign: PR, Digital, Special Events, Community Outreach

Client: The Rose

Timeframe: 12 months

Scope: Since 1986, The Rose has been the only non-profit organization based on a model that changes lives by providing a space for women who have health insurance to cover the cost of those who are uninsured. The organization has grown significantly throughout the years to become the leading breast healthcare organization in Texas. The objective is to expand on existing marketing efforts, ultimately raising awareness of The Rose, its annual events, services, and programs.

The Tools

    • Social Media
    • Public Relations
    • Special Events
    • Community Relations

The Challenge

  • Give The Rose’s online following the full event experience
  • Position The Rose as breast healthcare experts to promote their mission
  • Engage community to create awareness for The Rose

The Plan

  • Provide live social media support during events
  • Pursue opportunities related to breast cancer topics
  • Prepare press conference to announce Team Up For The Rose, an online auction of a pair of pink pads autographed by the Houston Texans, to local media

The Outcome

  • Live social media coverage was used at 7 events to bring the full event experience to The Rose’s online followers. Attendees engaged with The Rose’s social media channels by using event-specific hashtags and sharing their personal photos.
  • The Rose made appearances on news stations FOX, KHOU, ABC, and KPRC to discuss breast cancer trending topics and promote its annual events. Overall they garnered 36 TV/Radio placements valued at $684,463.46, reaching 3,997,622 and 10 print placements valued at $47,000.00, reaching 32,565,780.
  • The Team Up For The Rose campaign garnered 15 local media placements valued at $357,438, reaching 3,956,806.
  • Media monitoring and metrics: Aircheck News.

The Challenge

  • Give The Rose’s online following the full event experience
  • Position The Rose as breast healthcare experts to promote their mission
  • Engage community to create awareness for The Rose

 

The Plan

  • Provide live social media support during events
  • social media icons
  • Pursue opportunities related to breast cancer topics
  • A pink ribbon or a medical-related icon
  • Prepare press conference to announce Team Up For The Rose, an online auction of a pair of pink pads autographed by the Houston Texans, to local media
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