Non-Profit

Lean on us. Never have so many needed so much from so few, yet non-profits face daunting challenges; an increasingly competitive donor marketplace, evolving public policy landscape, constituents and supporters seeking increased input, and increasing demands for accountability, to name just a few.

Yet today’s socially conscious consumer is increasingly inspired to seek causes they can contribute to in a personal and meaningful way, and seeking out brands that share their values. Brands that share those values and act on them in an authentic manner can reap significant return on reputation. The rapid adoption of digital and social platforms have enabled local non-profits to become global brands and community causes can take on an international appeal, all in relatively short order. Non-profit brands who can effectively leverage today’s dynamic communications environment can not only leap to the forefront of consumer consideration, but convert that consideration into commitment – financial and otherwise. Today’s causes, unlike at any other time in history, have the ability to shape the market’s dialogue almost immediately when provided the underpinning of sound communications strategy.

Coyne’s non-profit practice combines a consumer brand marketing mindset with critical insights into donor dynamics to deliver strategy that every day activates stakeholders in support of causes to raise awareness, raise reputation, raise voices,and raise funds. Now, more than ever before, we make every connection count.

MARSOC

Issue: The MARSOC Foundation, an organization that provides benevolent support to active duty and medically retired Special Operations Forces and their families, challenged Coyne to help extend fund raising efforts in the state of New Jersey.  

Idea: Working with local advocates, the Coyne team helped establish and develop an inaugural 5K road race as the primary event for fundraising efforts, requiring the development of a fully-integrated communications plan to bring the event to a successful reality.  Coyne branded the event as the “Seaside Semper Five” 5K race to benefit the U.S. Marines Corps Special Operations and launched a fully integrated marketing effort complete with an official logo, website, signage, branded social channels and a kick-off announcement flag raising event at City Hall in Seaside Heights, NJ, home of the inaugural race. A media outreach initiative, along with a direct marketing campaign helped drive buzz and entries leading up to the race day.

Impact: The efforts surrounding the Seaside Semper Five Marine Corps Charity 5K Run/Walk generated hundreds of Facebook page likes and Instagram followers, garnered extensive local market media coverage including multiple live shots that aired on News 12 New Jersey, as well as feature stories on Seaside Heights Patch, Toms River Patch, NJ.com, Asbury Park Press Online in addition to several local running clubs. Most importantly, the exposure and buzz generated in support of the inaugural Seaside Semper Five Marine Corps Charity 5K Run/Walk brought close to one thousand runners together raising valuable funds for the MARSOC Foundation. Further, the Seaside Semper Five Marine Corps Charity 5K Run/Walk will now become an annual fundraising event and the social channels fully developed by Coyne PR provides a permanent platform to engage with dedicated followers.

Seaside Semper Five Marine Corps Charity 5K Run/Walk

Issue: The MARSOC Foundation, an organization that provides benevolent support to active duty and medically retired Special Operations Forces and their families, challenged Coyne to help extend fund raising efforts in the state of New Jersey.  

Idea: Working with local advocates, the Coyne team helped establish and develop an inaugural 5K road race as the primary event for fundraising efforts, requiring the development of a fully-integrated communications plan to bring the event to a successful reality.  Coyne branded the event as the “Seaside Semper Five” 5K race to benefit the U.S. Marines Corps Special Operations and launched a fully integrated marketing effort complete with an official logo, website, signage, branded social channels and a kick-off announcement flag raising event at City Hall in Seaside Heights, NJ, home of the inaugural race. A media outreach initiative, along with a direct marketing campaign helped drive buzz and entries leading up to the race day.

Impact: The efforts surrounding the Seaside Semper Five Marine Corps Charity 5K Run/Walk generated hundreds of Facebook page likes and Instagram followers, garnered extensive local market media coverage including multiple live shots that aired on News 12 New Jersey, as well as feature stories on Seaside Heights Patch, Toms River Patch, NJ.com, Asbury Park Press Online in addition to several local running clubs. Most importantly, the exposure and buzz generated in support of the inaugural Seaside Semper Five Marine Corps Charity 5K Run/Walk brought close to one thousand runners together raising valuable funds for the MARSOC Foundation. Further, the Seaside Semper Five Marine Corps Charity 5K Run/Walk will now become an annual fundraising event and the social channels fully developed by Coyne PR provides a permanent platform to engage with dedicated followers.

Humana

Issue: Lack of access to adequate resources often makes integrating back into civilian life a significant hurdle for the 21.8 million US veterans. As part of its long-standing commitment to America’s veterans and their families, Humana partnered with the Wounded Warriors Amputee Football Team (WWAFT) to sponsor a series of charity flag football games, titled “Tribute to Heroes, A Game of Honor.”  WWAFT players competed against former NFL players from the Dallas Cowboys, Tampa Bay Buccaneers, Philadelphia Eagles and Green Bay Packers, and Humana enlisted the help of Coyne PR to raise awareness of Humana’s sponsorship of the events.

Idea: To draw media buzz for games occurring in five markets – New York, Tampa, San Antonio, Phoenix and Dallas – the team conducted aggressive pre-game, day-of and post-event media outreach. In the weeks leading up to the games, the team offered interviews with WWAFT members, who shared their inspiring stories with the community, and Humana spokespeople. In New York and Phoenix, where the Wounded Warrior games preceded the 2014 and 2015 Super Bowls, the team conducted Radio Row media tours with Wounded Warrior spokesperson, Super Bowl champion and decorated Vietnam veteran Rocky Bleier, who discussed Humana’s year-round commitment to veterans.

Impact: Media and nearly 24,000 supporters flocked to all five Humana-sponsored games. The games exceeded expectations for media placements, attendance and donations to the WWAFT and veterans charitable groups, with nearly half a million dollars raised over three years. Humana and Coyne PR, in conjunction with the Wounded Warrior Amputee Football Team, secured 198 placements and 24.6 million impressions, the majority of which contained Humana messaging or branding. Notable placements include FOX Sports, NBC Nightly News with Brian Williams, MSNBC, ESPN and SI.com. 

Humana Touches Down with Wounded Warrior Amputee Football Team

Issue: Lack of access to adequate resources often makes integrating back into civilian life a significant hurdle for the 21.8 million US veterans. As part of its long-standing commitment to America’s veterans and their families, Humana partnered with the Wounded Warriors Amputee Football Team (WWAFT) to sponsor a series of charity flag football games, titled “Tribute to Heroes, A Game of Honor.”  WWAFT players competed against former NFL players from the Dallas Cowboys, Tampa Bay Buccaneers, Philadelphia Eagles and Green Bay Packers, and Humana enlisted the help of Coyne PR to raise awareness of Humana’s sponsorship of the events.

Idea: To draw media buzz for games occurring in five markets – New York, Tampa, San Antonio, Phoenix and Dallas – the team conducted aggressive pre-game, day-of and post-event media outreach. In the weeks leading up to the games, the team offered interviews with WWAFT members, who shared their inspiring stories with the community, and Humana spokespeople. In New York and Phoenix, where the Wounded Warrior games preceded the 2014 and 2015 Super Bowls, the team conducted Radio Row media tours with Wounded Warrior spokesperson, Super Bowl champion and decorated Vietnam veteran Rocky Bleier, who discussed Humana’s year-round commitment to veterans.

Impact: Media and nearly 24,000 supporters flocked to all five Humana-sponsored games. The games exceeded expectations for media placements, attendance and donations to the WWAFT and veterans charitable groups, with nearly half a million dollars raised over three years. Humana and Coyne PR, in conjunction with the Wounded Warrior Amputee Football Team, secured 198 placements and 24.6 million impressions, the majority of which contained Humana messaging or branding. Notable placements include FOX Sports, NBC Nightly News with Brian Williams, MSNBC, ESPN and SI.com. 

Christopher and Dana Reeve Foundation

Issue: The CDRF charged Coyne PR with generating widespread media coverage for a new study that supports their mission to cure spinal cord injuries. The research, which was published in the April 8th issue of medical journal Brain, found that four young men who have been paralyzed for years, achieved groundbreaking progress – moving their legs – as a result of epidural electrical stimulation of the spinal cord. The epidural stimulation process mimics signals the brain normally transmits to initiate movement and re-engages the spinal cord with its neural network to control and direct muscle movements.

Idea: Working with researchers at the University of Louisville, UCLA, National Institutes of Health and the Pavlov Institute of Physiology, Coyne PR executed a campaign that not only generated international media, but also provided hope to the nearly six million people living with paralysis.

Impact: Coverage highlights to date include: front page of USA Today, the Associated Press, Reuters, The Wall Street Journal, LA Times, TODAY, CNN, World News Tonight, NCB Nightly News, CBS Evening News, NPR, Time Magazine, HealthDay, MedPage Today, WebMD, Mashable, PSFK, AOL.com, New Scientist; international press such as BBC, The Daily Mail and La Monde, a French newspaper; stories featured on the homepage of leading sites including MSN, Google News, CNN, Yahoo! News and MedPage Today; and extensive social media pick-up, including USA Today’s Facebook post on the study being shared more than 1,000 times! As a result of the extensive media, the University of Louisville was flooded with inquiries from those living with paralysis on how they, too, could receive epidural stimulation, and the number of visitors to the Reeve Foundation’s website, ChristopherReeve.org, more than doubled on the day of the launch.

Sparking a Movement for Paralysis

Issue: The CDRF charged Coyne PR with generating widespread media coverage for a new study that supports their mission to cure spinal cord injuries. The research, which was published in the April 8th issue of medical journal Brain, found that four young men who have been paralyzed for years, achieved groundbreaking progress – moving their legs – as a result of epidural electrical stimulation of the spinal cord. The epidural stimulation process mimics signals the brain normally transmits to initiate movement and re-engages the spinal cord with its neural network to control and direct muscle movements.

Idea: Working with researchers at the University of Louisville, UCLA, National Institutes of Health and the Pavlov Institute of Physiology, Coyne PR executed a campaign that not only generated international media, but also provided hope to the nearly six million people living with paralysis.

Impact: Coverage highlights to date include: front page of USA Today, the Associated Press, Reuters, The Wall Street Journal, LA Times, TODAY, CNN, World News Tonight, NCB Nightly News, CBS Evening News, NPR, Time Magazine, HealthDay, MedPage Today, WebMD, Mashable, PSFK, AOL.com, New Scientist; international press such as BBC, The Daily Mail and La Monde, a French newspaper; stories featured on the homepage of leading sites including MSN, Google News, CNN, Yahoo! News and MedPage Today; and extensive social media pick-up, including USA Today’s Facebook post on the study being shared more than 1,000 times! As a result of the extensive media, the University of Louisville was flooded with inquiries from those living with paralysis on how they, too, could receive epidural stimulation, and the number of visitors to the Reeve Foundation’s website, ChristopherReeve.org, more than doubled on the day of the launch.

Christopher & Dana Reeve Foundation

Issue: Paralysis caused by spinal cord injury (SCI) is a life-altering injury with complications that can be both difficult to relay, and difficult to encourage an audience to relate to. The Christopher & Dana Reeve Foundation sought to educate the public about SCI and create a sense of urgency at a time when the community was on the verge of a major scientific and medical breakthrough.

Idea:  Coyne used a truly integrated approach to make the condition matter, bridging the gap between medicine and emotion and bringing to life a compelling story encouraged donor support of an SCI research breakthrough. Digital, social, and traditional PR channels worked together to spread a message of hope and urgency, seeding components of key stories and messaging to ultimately drive traffic to ReeveBigIdea.org for donation conversion.

Impact: The integrated approach is a major success, telling a comprehensive story that has taken media coverage and social buzz to an all-time high for the organization. Of particular note, the campaign’s Twitter support featured celebrities including Jerry Seinfeld, Barbara Walters and Kevin Spacey increasing reach and directing followers to ReeveBigIdea.org.

Highly engaged users continue to interact with the experiential, informative and rich website content and pledge their dollars to the cause, joining the Reeve communications database and community in the process. The Big Idea campaign has so far raised more than $8 million.

The Big Idea

Issue: Paralysis caused by spinal cord injury (SCI) is a life-altering injury with complications that can be both difficult to relay, and difficult to encourage an audience to relate to. The Christopher & Dana Reeve Foundation sought to educate the public about SCI and create a sense of urgency at a time when the community was on the verge of a major scientific and medical breakthrough.

Idea:  Coyne used a truly integrated approach to make the condition matter, bridging the gap between medicine and emotion and bringing to life a compelling story encouraged donor support of an SCI research breakthrough. Digital, social, and traditional PR channels worked together to spread a message of hope and urgency, seeding components of key stories and messaging to ultimately drive traffic to ReeveBigIdea.org for donation conversion.

Impact: The integrated approach is a major success, telling a comprehensive story that has taken media coverage and social buzz to an all-time high for the organization. Of particular note, the campaign’s Twitter support featured celebrities including Jerry Seinfeld, Barbara Walters and Kevin Spacey increasing reach and directing followers to ReeveBigIdea.org.

Highly engaged users continue to interact with the experiential, informative and rich website content and pledge their dollars to the cause, joining the Reeve communications database and community in the process. The Big Idea campaign has so far raised more than $8 million.

Breastcancer.org

Issue: Breastcancer.org operates in a highly competitive category national breast cancer advocacy organizations, regional breast cancer initiatives, local grassroots support groups and charities, each looking to enhance and grow their brand reputation ­ specifically during breast cancer awareness month. In recent years, ‘pink products’ have been garnering more attention during October. In 2011, fashion designer and trend leader, Chan Luu generously offered to design special edition bracelets for Breastcancer.org, Coyne was challenged with generating media and buzz each year on the partnership and the new line of bracelets.

Idea: Coyne focused on the fact that Chan Luu donated 50 percent of all sales from the Breastcancer.org line back to organization’s Think Pink, Live Green initiative. The Think Pink, Live Green global breast cancer prevention initiative focused on educating millions of women on breast cancer risk reduction. The partnership with Chan Luu enabled Coyne to further push out the message on Think Pink, Live Green educating thousands of women about being more careful about what they eat, drink, breathe, take, and use from the kitchen, pantry, cleaning shelf, and medicine chest.  

Furthermore, helping women better manage weight, exercise and stress. Many of these factors affect how the outside environment impacts the inside environment within a woman's body.

Impact: Since 2011, Chan Luu has donated over $400,000 to Breastcancer.org enabling the organization to reach more than 300,000 women and girls with Think Pink, Live Green materials. Coyne’s media outreach efforts generated millions of media impressions, stemming from placements in People StyleWatch, Health Magazine, Ladies’ Home Journal, Huffington Post, Shape, Ser Padres and Parents.

Breastcancer.org Partners with Chan Luu

Issue: Breastcancer.org operates in a highly competitive category national breast cancer advocacy organizations, regional breast cancer initiatives, local grassroots support groups and charities, each looking to enhance and grow their brand reputation ­ specifically during breast cancer awareness month. In recent years, ‘pink products’ have been garnering more attention during October. In 2011, fashion designer and trend leader, Chan Luu generously offered to design special edition bracelets for Breastcancer.org, Coyne was challenged with generating media and buzz each year on the partnership and the new line of bracelets.

Idea: Coyne focused on the fact that Chan Luu donated 50 percent of all sales from the Breastcancer.org line back to organization’s Think Pink, Live Green initiative. The Think Pink, Live Green global breast cancer prevention initiative focused on educating millions of women on breast cancer risk reduction. The partnership with Chan Luu enabled Coyne to further push out the message on Think Pink, Live Green educating thousands of women about being more careful about what they eat, drink, breathe, take, and use from the kitchen, pantry, cleaning shelf, and medicine chest.  

Furthermore, helping women better manage weight, exercise and stress. Many of these factors affect how the outside environment impacts the inside environment within a woman's body.

Impact: Since 2011, Chan Luu has donated over $400,000 to Breastcancer.org enabling the organization to reach more than 300,000 women and girls with Think Pink, Live Green materials. Coyne’s media outreach efforts generated millions of media impressions, stemming from placements in People StyleWatch, Health Magazine, Ladies’ Home Journal, Huffington Post, Shape, Ser Padres and Parents.

National Canine Research Council

Issue: In early 2014, the National Canine Research Council (NCRC), in partnership with Safe Humane and the U.S. Dept. of Justice Office of Community Oriented Policing Services (COPS), released a new video training series for law enforcement to address the problem of police and dog encounters, which too often result in lethal force against the animal. However, following a lightly-attended press conference and no media coverage of the series, NCRC let go of their previous agency and turned to Coyne to elevate the video series to a level of national awareness among law enforcement agencies and the masses.

Idea: NCRC research showed that more than half of intentional police shootings nationwide involve animals, most often dogs. Shining a spotlight on the prevalence and scale of the issue, while leveraging recently reported incidents to communicate the emotion of the situation, NCRC and Coyne created a targeted media relations campaign with the goal of raising awareness through national media coverage. The program kicked off with great success, as Coyne secured an Associated Press article featuring an interview with NCRC executive director Stacey Coleman, accompanied by a nationally distributed AP video featuring excerpts of the video training series. Efforts continued after the story’s release, capitalizing on the numerous dog-shooting incidents reported daily through media outreach in local markets offering the video series as the solution.

Impact: In four short months, Coyne successfully secured national and local media coverage for NCRC’s video training series, including MSN.com, Yahoo! News and USA Today Online, garnered 565 million media impressions with 98 percent featuring NCRC spokespeople quotes. Police departments immediately embraced and praised the videos, and prompted website traffic to increase by 708% and the video series reached 9,000 views, up from 2,000 three months prior.

Reaching A National Audience With Police & Dog Encounter Training Series

Issue: In early 2014, the National Canine Research Council (NCRC), in partnership with Safe Humane and the U.S. Dept. of Justice Office of Community Oriented Policing Services (COPS), released a new video training series for law enforcement to address the problem of police and dog encounters, which too often result in lethal force against the animal. However, following a lightly-attended press conference and no media coverage of the series, NCRC let go of their previous agency and turned to Coyne to elevate the video series to a level of national awareness among law enforcement agencies and the masses.

Idea: NCRC research showed that more than half of intentional police shootings nationwide involve animals, most often dogs. Shining a spotlight on the prevalence and scale of the issue, while leveraging recently reported incidents to communicate the emotion of the situation, NCRC and Coyne created a targeted media relations campaign with the goal of raising awareness through national media coverage. The program kicked off with great success, as Coyne secured an Associated Press article featuring an interview with NCRC executive director Stacey Coleman, accompanied by a nationally distributed AP video featuring excerpts of the video training series. Efforts continued after the story’s release, capitalizing on the numerous dog-shooting incidents reported daily through media outreach in local markets offering the video series as the solution.

Impact: In four short months, Coyne successfully secured national and local media coverage for NCRC’s video training series, including MSN.com, Yahoo! News and USA Today Online, garnered 565 million media impressions with 98 percent featuring NCRC spokespeople quotes. Police departments immediately embraced and praised the videos, and prompted website traffic to increase by 708% and the video series reached 9,000 views, up from 2,000 three months prior.

Pennzoil

Issue: Pennzoil looked to Coyne to continue their number one postion as the most trusted motor oil brand in America during the shift in their Consumer Value Proposition (CVP), shifting from a reliance on technical superiority messaging in its marketing efforts to a much more emotional space, conveying the love of the car and the freedom it provides consumers. The switch was being made to engage more closely with its potential consumers.

 

Idea: Coyne recommended focusing on the positive attributes of the car and driving, i.e. freedom, self-expression and independence, with the military providing a good opportunity to bring this to life through many integrated marketing opportunities. The campaign kicked off in March with the announcement of the Paralyzed Veterans of America partnership. There were three more key periods of PR activation throughout the year; the kick-off of a national promotion; a veterans search; and, finally, the awarding of three retrofitted vehicles on Veterans Day at Phoenix International Raceway.

 

Impact: Coyne’s outreach further extended its relationships with military and motorsports media, securing more than 450 stories and more than 375 broadcast segments that generated over 400 million impressions. Most important to Pennzoil, and the future of the relationship with PVA, was the response that Pennzoil received from customers during the activation, with five additional national retail chains signing on for the next year, allowing even more vehicles and money to be donated.

Cause Relations Boost Motor Oil Interest

Issue: Pennzoil looked to Coyne to continue their number one postion as the most trusted motor oil brand in America during the shift in their Consumer Value Proposition (CVP), shifting from a reliance on technical superiority messaging in its marketing efforts to a much more emotional space, conveying the love of the car and the freedom it provides consumers. The switch was being made to engage more closely with its potential consumers.

 

Idea: Coyne recommended focusing on the positive attributes of the car and driving, i.e. freedom, self-expression and independence, with the military providing a good opportunity to bring this to life through many integrated marketing opportunities. The campaign kicked off in March with the announcement of the Paralyzed Veterans of America partnership. There were three more key periods of PR activation throughout the year; the kick-off of a national promotion; a veterans search; and, finally, the awarding of three retrofitted vehicles on Veterans Day at Phoenix International Raceway.

 

Impact: Coyne’s outreach further extended its relationships with military and motorsports media, securing more than 450 stories and more than 375 broadcast segments that generated over 400 million impressions. Most important to Pennzoil, and the future of the relationship with PVA, was the response that Pennzoil received from customers during the activation, with five additional national retail chains signing on for the next year, allowing even more vehicles and money to be donated.

ChapStick®

Issue: Coyne was handed the mic to launch ChapStick’s limited edition Cupcake Creations flavors and propel the brand into unexpected territory through a music-focused initiative called the ChapStick Sessions.

Idea: The Coyne team made the ChapStick sessions “sing” by forging a strategic relationship with Music Empowers, a charitable organization to support the advancement of music. At an exclusive acoustic concert promoting up-and-coming talent, including Emeli Sandé and Skylar Grey, a live feed of the concert allowed Chapstick fans all over the globe to experience it firsthand. Media, influencers and select consumers were amongst the first to sample the new lip-loving flavors, which were later sent to media around the country to bake up additional hits for the brand.

Impact: The ChapStick® Sessions program and flavor launch hit a high note and Coynerecorded more than 1,450 media placements, totaling nearly 470 million impressions, including Yahoo’s OMG!, “Entertainment Tonight” online, USA Today Pop Candy, Star magazine and “Good Morning America” online. More than 314,000 individuals logged on to watch the ChapStick® Sessions concert live stream and during the month of promotions around the intiative, ChapStick® saw an unprecedented 9.6 percent growth.

Singing the Praises of ChapStick® Sessions and New Cupcake Creations

Issue: Coyne was handed the mic to launch ChapStick’s limited edition Cupcake Creations flavors and propel the brand into unexpected territory through a music-focused initiative called the ChapStick Sessions.

Idea: The Coyne team made the ChapStick sessions “sing” by forging a strategic relationship with Music Empowers, a charitable organization to support the advancement of music. At an exclusive acoustic concert promoting up-and-coming talent, including Emeli Sandé and Skylar Grey, a live feed of the concert allowed Chapstick fans all over the globe to experience it firsthand. Media, influencers and select consumers were amongst the first to sample the new lip-loving flavors, which were later sent to media around the country to bake up additional hits for the brand.

Impact: The ChapStick® Sessions program and flavor launch hit a high note and Coynerecorded more than 1,450 media placements, totaling nearly 470 million impressions, including Yahoo’s OMG!, “Entertainment Tonight” online, USA Today Pop Candy, Star magazine and “Good Morning America” online. More than 314,000 individuals logged on to watch the ChapStick® Sessions concert live stream and during the month of promotions around the intiative, ChapStick® saw an unprecedented 9.6 percent growth.

Christopher and Dana Reeve Foundation

Issue: The Christopher & Dana Reeve Foundation is a national non-profit organization dedicated to curing spinal cord injuries (SCI) and funding innovative research. The foundation’s leadership has been challenged to sustain awareness for the organization without the benefit of the presence of the individuals after whom it is named, and called on Coyne PR to increase attention for the non-profit .

Idea: To leverage existing news, as well as to establish a framework for releasing “new news,” the Coyne team created a media strategy designed to put focus on the organization, versus the individuals who passed away. The strategy was broken out into three areas:  Leading the Foundation; Spearheading SCI Research; and Relaying Human Interest, via those currently living with SCI.

Impact: Placements included the Today Show, Fox & Friends, the Joan Hamburg Show, the Wall Street Journal, Star-Ledger, Star Tribune and more than 100 blog posts.   

Telling Stories of Hope, Courage and Perseverance

Issue: The Christopher & Dana Reeve Foundation is a national non-profit organization dedicated to curing spinal cord injuries (SCI) and funding innovative research. The foundation’s leadership has been challenged to sustain awareness for the organization without the benefit of the presence of the individuals after whom it is named, and called on Coyne PR to increase attention for the non-profit .

Idea: To leverage existing news, as well as to establish a framework for releasing “new news,” the Coyne team created a media strategy designed to put focus on the organization, versus the individuals who passed away. The strategy was broken out into three areas:  Leading the Foundation; Spearheading SCI Research; and Relaying Human Interest, via those currently living with SCI.

Impact: Placements included the Today Show, Fox & Friends, the Joan Hamburg Show, the Wall Street Journal, Star-Ledger, Star Tribune and more than 100 blog posts.   

Breastcancer.org

Issue: Breastcancer.org, the world’s largest online breast cancer resource, turned to Coyne PR to raise its visibility and increase traffic to its online resources.

Idea: The Coyne PR team launched a campaign for breast cancer awareness season leveraging the continuing controversy over newly released mammogram guidelines and a new study showing low mammogram rates among women.  The campaign also featured the personal experience of the organization’s founder, Dr. Marisa Weiss, who is a breast cancer survivor.
 
Impact: The three-month campaign generated more than 100 million media impressions; site traffic on breastcancer.org topped 1 million visits during the month of October, and total annual site traffic exceeded 10 million visits, eclipsing goals set by the organization.

Driving Blockbuster Results on a Non-Profit Budget

Issue: Breastcancer.org, the world’s largest online breast cancer resource, turned to Coyne PR to raise its visibility and increase traffic to its online resources.

Idea: The Coyne PR team launched a campaign for breast cancer awareness season leveraging the continuing controversy over newly released mammogram guidelines and a new study showing low mammogram rates among women.  The campaign also featured the personal experience of the organization’s founder, Dr. Marisa Weiss, who is a breast cancer survivor.
 
Impact: The three-month campaign generated more than 100 million media impressions; site traffic on breastcancer.org topped 1 million visits during the month of October, and total annual site traffic exceeded 10 million visits, eclipsing goals set by the organization.

Hard Rock International

Issue: Celebrating a decade dedicated to supporting breast cancer research and awareness, Hard Rock International challenged Coyne PR with finding a way to make noise for the brand’s PINKTOBER™ program, which included a series of live music and fundraising events at Hard Rock establishments around the globe and limited-edition merchandise designed to raise awareness and funds for the cause.

Idea: The global launch featured “Artist Ambassador” Melissa Etheridge (breast cancer survivor, Oscar® and two-time GRAMMY® winner and multiplatinum recording artist) and incorporated a three-day series of interviews and performance-based events that literally took flight! Designed to empower women and survivors, the launch included a concert at Hard Rock Cafe New York, after which Melissa Etheridge boarded a “Pink Plane” and performed an acoustic rendition of her hit single “I Run for Life” for breast cancer survivors, fans and media as she traveled to Washington, D.C. to participate in a breast cancer awareness symposium at Hard Rock Cafe Washington, D.C. 
  
Impact: Coyne PR generated amazing international, national and local coverage for the launch of PINKTOBER™, with more than 203 million media impressions. 

The Launch of PINKtober

Issue: Celebrating a decade dedicated to supporting breast cancer research and awareness, Hard Rock International challenged Coyne PR with finding a way to make noise for the brand’s PINKTOBER™ program, which included a series of live music and fundraising events at Hard Rock establishments around the globe and limited-edition merchandise designed to raise awareness and funds for the cause.

Idea: The global launch featured “Artist Ambassador” Melissa Etheridge (breast cancer survivor, Oscar® and two-time GRAMMY® winner and multiplatinum recording artist) and incorporated a three-day series of interviews and performance-based events that literally took flight! Designed to empower women and survivors, the launch included a concert at Hard Rock Cafe New York, after which Melissa Etheridge boarded a “Pink Plane” and performed an acoustic rendition of her hit single “I Run for Life” for breast cancer survivors, fans and media as she traveled to Washington, D.C. to participate in a breast cancer awareness symposium at Hard Rock Cafe Washington, D.C. 
  
Impact: Coyne PR generated amazing international, national and local coverage for the launch of PINKTOBER™, with more than 203 million media impressions. 

Community FoodBank of New Jersey

Issue: The Community FoodBank of New Jersey (CFBNJ), the state’s largest food bank, experienced nearly a 30 percent increase in demand for food, but a major decrease in food and financial donations, the CFBNJ was running on fumes.  The food bank turned to Coyne PR to help them raise awareness of the severity of the situation and motivate individuals to donate.

Idea: As supporter of the CFBNJ for over two decades, Bruce Springsteen agreed to lend his image for an ad campaign developed by Coyne PR entitled, “We Can’t Let This Bank Fail!”  Coyne PR’s graphics team designed the ad for placement. Meanwhile, the agency’s PR team focused on aggressively promoting the dire state of the CFBNJ, using the forthcoming Springsteen ad as the news peg.  Two more campaigns followed, including the social media initiative “Blogging Out Hunger,” which brought together 120 N.J. bloggers on a single day to use the power of their posts to encourage people to lend a hand to the CFBNJ; and “Photographers Against Hunger," a collaboration of world-renowned photographers who had documented Springsteen over his career and donated their most famous prints for an auction, with all proceeds benefiting the CFBNJ.

Impact: The Springsteen campaign resulted in more than 650 print and online placements, generating 75 million media impressions. Best of all, as a result of the combined initiatives, the CFBNJ collected more than $330,000 in donations, which goes directly toward replenishing the food supply to feed New Jersey’s hungry.

We Can't Let This Bank Fail

Issue: The Community FoodBank of New Jersey (CFBNJ), the state’s largest food bank, experienced nearly a 30 percent increase in demand for food, but a major decrease in food and financial donations, the CFBNJ was running on fumes.  The food bank turned to Coyne PR to help them raise awareness of the severity of the situation and motivate individuals to donate.

Idea: As supporter of the CFBNJ for over two decades, Bruce Springsteen agreed to lend his image for an ad campaign developed by Coyne PR entitled, “We Can’t Let This Bank Fail!”  Coyne PR’s graphics team designed the ad for placement. Meanwhile, the agency’s PR team focused on aggressively promoting the dire state of the CFBNJ, using the forthcoming Springsteen ad as the news peg.  Two more campaigns followed, including the social media initiative “Blogging Out Hunger,” which brought together 120 N.J. bloggers on a single day to use the power of their posts to encourage people to lend a hand to the CFBNJ; and “Photographers Against Hunger," a collaboration of world-renowned photographers who had documented Springsteen over his career and donated their most famous prints for an auction, with all proceeds benefiting the CFBNJ.

Impact: The Springsteen campaign resulted in more than 650 print and online placements, generating 75 million media impressions. Best of all, as a result of the combined initiatives, the CFBNJ collected more than $330,000 in donations, which goes directly toward replenishing the food supply to feed New Jersey’s hungry.

Milk-Bone

Issue: Milk-Bone has been the category leader in dog biscuits for more than 100 years — so long that the brand was entering into a dangerous territory – commoditization.  The brand looked to Coyne PR for a clear point of differentiation for Milk-Bone that would give consumers a reason to buy the product, instead of a discount brand biscuit.

Idea: Milk-Bone turned its marketing efforts toward raising the profile of Canine Assistants, the brand’s long-time charitable partner, which provides assistance dogs to people with disabilities. As part of the “It’s Good to Give” campaign, the Milk-Bone brand returned to television with its first advertisements in more than 10 years. Del Monte branched out into unchartered territory by agreeing to be the exclusive sponsor of a primetime PBS documentary, highlighting Canine Assistants and the incredible impact they have on the lives of people with disabilities. At each step of the overall integrated marketing campaign, Coyne PR was there to drive home the message of “It’s Good to Give” both effectively and efficiently. 

Impact: For this campaign, PR was judged not only by media impressions or comparative advertising equivalency, but also by the success of the documentary. Viewership for “Through a Dog’s Eyes” was 30 percent higher than the national average for a PBS primetime show; 113 percent above average in NYC, PBS’ toughest market; and more than 100 percent above in other large markets such as San Diego, Minneapolis and Orlando. The campaign generated 1,300 stories, garnering more than 1.03 billion media impressions.

It's Good to Give

Issue: Milk-Bone has been the category leader in dog biscuits for more than 100 years — so long that the brand was entering into a dangerous territory – commoditization.  The brand looked to Coyne PR for a clear point of differentiation for Milk-Bone that would give consumers a reason to buy the product, instead of a discount brand biscuit.

Idea: Milk-Bone turned its marketing efforts toward raising the profile of Canine Assistants, the brand’s long-time charitable partner, which provides assistance dogs to people with disabilities. As part of the “It’s Good to Give” campaign, the Milk-Bone brand returned to television with its first advertisements in more than 10 years. Del Monte branched out into unchartered territory by agreeing to be the exclusive sponsor of a primetime PBS documentary, highlighting Canine Assistants and the incredible impact they have on the lives of people with disabilities. At each step of the overall integrated marketing campaign, Coyne PR was there to drive home the message of “It’s Good to Give” both effectively and efficiently. 

Impact: For this campaign, PR was judged not only by media impressions or comparative advertising equivalency, but also by the success of the documentary. Viewership for “Through a Dog’s Eyes” was 30 percent higher than the national average for a PBS primetime show; 113 percent above average in NYC, PBS’ toughest market; and more than 100 percent above in other large markets such as San Diego, Minneapolis and Orlando. The campaign generated 1,300 stories, garnering more than 1.03 billion media impressions.

Campbell's Soup Company

Issue: Coyne PR was asked to increase awareness and create a rosy glow surrounding Campbell’s specially designed pink and white labels of Tomato and Chicken Noodle condensed soups.

Idea: The pink and white labels were available at Kroger grocery stores nationwide during Breast Cancer Awareness Month in October, with a portion of proceeds benefiting breast cancer awareness initiatives in markets across the country served by Kroger. Coyne PR went above and beyond by extending the message of the changing of the iconic red and white label past the food pages to include media that cover cause marketing efforts and National Breast Cancer Awareness initiatives.

Impact: The campaign garnered 213 stories in October 2006, generating more than 61 million media impressions. Due to consumer demand, Kroger was forced to double its order for the two varieties in October 2006 compared to October of the previous year. Additionally sales of the Campbell’s Tomato and Chicken Noodle condensed soup varieties tripled over sales in October 2005.

Pink Label Campaign

Issue: Coyne PR was asked to increase awareness and create a rosy glow surrounding Campbell’s specially designed pink and white labels of Tomato and Chicken Noodle condensed soups.

Idea: The pink and white labels were available at Kroger grocery stores nationwide during Breast Cancer Awareness Month in October, with a portion of proceeds benefiting breast cancer awareness initiatives in markets across the country served by Kroger. Coyne PR went above and beyond by extending the message of the changing of the iconic red and white label past the food pages to include media that cover cause marketing efforts and National Breast Cancer Awareness initiatives.

Impact: The campaign garnered 213 stories in October 2006, generating more than 61 million media impressions. Due to consumer demand, Kroger was forced to double its order for the two varieties in October 2006 compared to October of the previous year. Additionally sales of the Campbell’s Tomato and Chicken Noodle condensed soup varieties tripled over sales in October 2005.


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The Non-Profit Leadership Team


client experience
  • CFBNJ
  • Canine Assistants
  • Christopher & Dana Reeve Foundation
  • One Simple Wish
  • Seaside Semper Five
  • The Valerie Fund