911 Foundation/Brown & Connery Law Firm, Westmont, New Jersey

“Launching a New Scholarship Program”

Challenge: Launch a new scholarship program funded by a local law firm to help children of public safety employees, within three weeks.

Strategy: Developed brand identity (logo, tag line) and news releases to announce new program. Conducted direct mail campaign to public safety departments of local municipalities, high school guidance counselors. Obtained community leaders as speakers for press conference. Added webpage to enable applications to be downloaded.

Results: Press conference generated media coverage on all local television stations, radio and daily newspapers, resulting in requests for applications, as well as contributions from other companies and individuals. More than 75 students applied for scholarships, 14 students were selected to receive a total of $20,000 in college scholarship awards.