The Win
In May, The MWW Group was selected to develop the first media relations program and multi-faceted communications effort for the CJ Foundation, the leading national provider of funding for Sudden Infant Death Syndrome.
MWW, based in East Rutherford, N.J., was hired on a six-month contract with a monthly budget of $7,000. An additional portion of the agency's work will be donated as pro bono.
Main Competition
Initially, about four agencies were given requests for proposals. During the second round of presentations, CJ had narrowed its selection to two agencies before choosing MWW.
Pitch Team
MWW: Richard, Rothstein, SVP; Matthew Rose, VP and Caryn Carmer, account supervisor.
Assignment
The foundation had never used a PR firm to promote its various efforts involving research and advocacy support. Although it has an aggressive public service ad campaign in place, using network television and national consumer magazines, the overall image of SIDS was suffering several blows.
SIDS often is associated with parents who used the condition to cover up child abuse, neglect and other criminal behavior. A well-publicized example is the case involving a Philadelphia woman who said SIDS claimed the lives of her eight children, when she was actually responsible for the deaths.
In addition to this misperception, there is relatively low awareness of all of the steps that can reduce the risk of SIDS, that include placing babies on their backs to sleep, avoiding smoking near a baby and keeping babies from getting too hot.
CJ Foundation asked the agencies involved in pitching the SIDS account to develop ideas for:
- a national public affairs campaign that publicizes the steps to reduce SIDS;
- securing corporate involvement and support for the Foundation's work;
- organizing SIDS-related conferences and symposiums; and
- targeting minorities with culturally relevant educational materials.
Homework
MWW devoted significant time and agency resources to learning about the foundation's work in research and community outreach. The team also researched media coverage of SIDS and identified opportunities for becoming more proactive about pitching compelling story ideas and more reactive to SIDS-related news and events - positive or negative.
For instance, the foundation funds various SIDS-related research projects but receives minimal recognition for the support. The foundation also works with law enforcement on becoming more sensitive to investigating SIDS-related cases. And there is minimal awareness of how SIDS affects the African-American and Latin American communities, where the risks are higher than the rest of the population.
Presentation
The pitch involved a brief interview and a second round of proposals. MWW had about five months to develop its presentation.
The proposal focused on MWW's ability to develop targeted media strategies to support the foundation's research efforts and educational outreach. Within the minority community, the agency identified key targets like grandparents and teens.
The agency also identified important messages that would resonate with the media, like publicizing the declining rates of SIDS and steps that can reduce the risk of SIDS.
Throughout the pitch process, the agency showed a hands-on approach that appealed to the foundation, says Barry A. Bornstein, the foundation's executive director. The agency's experience with advocacy and lobbying initiatives was another key reason it was selected.
Pitch Tips
To win the business of a nonprofit organization that has not worked extensively with PR firms, Rothstein suggests:
- Demonstrating that you care about the organization's cause and dedicating the resources to thoroughly research all of the issues.
- Making sure the chemistry between the agency and potential client is strong by asking strategic questions about the organization's industry and specific communications challenges.
- Committing to long-term support with staff who care about the issues and goals and who are passionate about achieving success. Agencies sometimes have high turnover which affects their ability to provide a consistent level of high-caliber PR counsel.
(MWW, Richard Rothstein, 201/507-9500; CJ Foundation, Barry A. Bornstein, 201/996-5111)
The MWW Group
Headquarters: East Rutherford, NJ
Founded: 1987
Revenues: $20 million
Employees: 165
Healthcare Clients: Allen Dale Pharmaceuticals, Atkins Center for Complimentary Medicine, Robert Wood Foundation, CJ Foundation, American Cancer Society
Web site: http://www.mwwpr.com