Case Study: Sleepless in San Diego: A Media Relations Campaign Awakens Plight of the Homeless

Company: San Diego Rescue Mission Agency: Cook & Schmid Timeframe: 2005 - 2006 For over 50 years, the San Diego Rescue Mission, which started off as a soup kitchen, has been serving 10,000 homeless men, women and children without government funding. However, in recent years, the Mission saw that its donor base was shrinking as its operating budget increased. To remedy the situation, the Mission hired local PR, advertising and marketing firm Cook & Schmid in 2005 to launch a program that would not only enlarge its donor base, but also engage new stakeholders to change commonly held perceptions about homelessness. Readjusting The Mission Cook & Schmid began working with the Mission to publicize its events; however, their project goal changed after closer scrutiny. "I knew the previous director of the Mission; we had been working with them for several years," says Jon Schmid, co-partner of Cook & Schmid, who acted as lead manager for this campaign.

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