Media Blitz For Denver Options’ Play & Learn Library
For parents struggling to help their children with developmental disabilities and delays, Denver Options developed an innovative solution: the Play & Learn Library. While a typical library is stocked with books and resources to inform and entertain, the Play & Learn Library would serve the distinct purpose of connecting children with developmental disabilities or delays to high-end adaptive toys to improve their motor, language and cognitive abilities. Denver Options hired Xstatic Public Relations to create a grand opening media event for the library. To engage media attention, the Xstatic created a grand opening event that focused on the idea of a storytelling session, and secured Colorado First Lady Frances Owens as the key spokesperson.
Print and broadcast reporters were in full force at the unique media event.
Quantifiable results were tracked as Xstatic:
- Secured six news stories on the launch of the Play and Learn Library with local daily newspapers and major broadcast television news stations.
- Attracted attendance by four out of five of Denver’s major broadcast news stations.
- Secured four stories in social services/disability newsletters and 10 stories in healthcare/parenting magazines.
- Generated media coverage with an advertising value of more than $5,000.
- Generated media coverage measuring 1,238,984 impressions — surpassing the original objective of 300,000 by more than 300 percent.
The Play & Learn Library media relations campaign was an absolute media success story. Beyond what the campaign accomplished, its success demonstrated that offering much-needed services can not only can generate solid publicity, but touch the hearts of the media and the community.