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Harrisonburg Ice House

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© 2019 by Bluestone Communications.

Media Relations

Bridgewater Retirement Community Case Study

Challenge

Bridgewater Retirement Community (BRC) hosts many engaging community service events but struggles with the level of awareness about their volunteer opportunities. Our client wanted our media relations to help drive community and college-aged volunteerism with BRC.

Solution

We contacted nearly 20 local media outlets of print, web and radio channels to promote BRC’s volunteer opportunities. We learned of upcoming community events after identifying opinion leaders who have personal stories intertwined with the corporate identity of BRC. One of these people was Brett Jones, a local Bridgewater College student and athlete who has built mutually benficial relationship with many key publics involved in volunteering with BRC. Our team used this human interest angle with timely holiday altruism to pitch BRC’s Tacky Christmas Sweater Party to the press.

Results

For the BRC Winter Community Connections event, we achieved two placements, with WHSV and the Daily News Record. We garnered nearly 260,000 media impressions. Our client was thrilled with the results and it cemented their volunteer-centric relationship with Bridgewater College’s Student Athletic Advisory Committee.

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