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.

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.