THE IRISH MEMORIAL
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For nearly 12 years, a dedicated group of Irish Americans worked diligently to bring the Irish Memorial to Philadelphia. For more than seven of those years, the principals of Fuzzy Slippers Marketing Strategies (FSMS) acted as a virtual marketing team, conceptualizing and executing public awareness and fundraising events including three 5K Runs, two large-scale formal galas, and marketing partnerships with Strawbridge's, Dunkin Donuts, City Paper, the City of Philadelphia Managing Directors office, the Fairmount Park Commission and the Pennsylvania State Legislature.
The result of the public relations campaign has been media attention including articles in The New York Times and People Magazine, an editorial on Saint Patrick's Day 2002 in The Philadelphia Inquirer, and a media partnership with CBS 3 TV that included public service announcements, web site exposure and ongoing news reports on the progression of the project. The project culminated in the official dedication of the monument and Irish Memorial Park in October 2003 with a formal ceremony that was covered by all major news outlets in Philadelphia. |
CATHOLIC SCHOOL
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St. Mary School is a Catholic School located in Williamstown, New Jersey that serves students from pre-school through eighth grade. Catholic School Development Program (CSDP) engaged FSMS to develop a comprehensive marketing program for the School and institute an Advancement Office to streamline fundraising efforts. FSMS launched and implemented a marketing program that included communications, media relations and special events to positively position the School to current and prospective families, alumni, and the surrounding community. During the 2009-10 school year, FSMS established a fundraising calendar that included limited sales and event-based fundraising and focused on the launch of the School’s Annual Fund. Following a three-year effort, a perpetual marketing and fundraising calendar was established and the Advancement Office was turned over to a full-time Advancement Director.
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ART ABILITY EXHIBIT
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Art Ability at Bryn Mawr Rehab Hospital (a 151-bed physical medicine and rehabilitation hospital located in Malvern, Pennsylvania) is an international, juried exhibition and sale of original art that features work by artists with physical and related cognitive disabilities. Since its inception, Art Ability had grown into the largest and most comprehensive exhibition of its kind in the nation. The exhibition features more than 400 pieces of art in a diverse range of medium by disabled artists, throughout the corridors of the Hospital for eight weeks between mid-November and mid-January. FSMS executed a strategic marketing and communication plan to highlight the artists in the show. The exhibition kicked off with a Preview Party sponsored by local businesses and individuals, FSMS worked with featured artists in the exhibit to promoted Satellite exhibits of Art Ability’s permanent collection at the Hospital, include exhibits at Pennsylvania Academy of the Fine Arts and the Philadelphia International Airport. Through the creativity of FSMS, Art Ability garnered press coverage in an array of broadcast and print media throughout the Philadelphia region, and revitalized the long-standing program for the hospital.
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CROSSROADS PROGRAMS, INC.
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To celebrate the 25th Anniversary of Lumberton, New Jersey-based Crossroads Programs, FSMS developed a fundraising and marketing communication plan to coincide with an aggressive annual and major gifts appeal. FSMS conceptualized a multi-layered strategy that included event design and execution, sponsorship packages, and strategic alliances with community leaders leading up to a memorable event for 300+ at Burlington County Community College. Working closely with the board of directors, FSMS leveraged this event to solicit area businesses to get involved with Crossroads. In addition, a communication plan was put into place to highlight a new facility in Cinnaminson New Jersey and garner positive community good will for an initially controversial group home location. As part of the project, we assisted with identifying individuals, foundations, and corporations capable of giving major support to Crossroads Programs. The event and corresponding media exposure was designed to jump start an aggressive 3-year giving campaign for the organization.
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PARTNERSHIP FOR
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The Pharmaceutical Research and Manufacturers Association (PhRMA) created the Partnership for Prescription Assistance (PPA) in 2005 to raise awareness of the many patient assistance programs available to patients to help pay for their prescription medicines. FSMS was hired to formally launch and coordinate the initiative in the state of New Jersey.
The first step was building a state coalition that eventually included more than 200 patient advocates, healthcare providers, business groups and community organizations who supported the program. During the first four years of the program, FSMS organized a series of bus tours with stops and events across the state to generate earned media coverage for the program. We also worked to educate the media, local institutions and community leaders on the benefits of the PPA, and eventually received support from local, state and federal legislators who participated in events. FSMS continues to stage enrollment and earned media events with coalition partners at healthcare clinics, unemployment centers and other locations to reach needy patients, and distribute educational materials throughout New Jersey. The PPA program continues to generate goodwill between PhRMA and patient advocacy groups, and provides positive media attention for the industry. |
EXCALIBAR,
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In the global and competitive sourcing environment, corporations and retailers need partners that can provide the ultimate in product, service, and economies.
Since 1989, many apparel companies, and retail firms looking to source compelling men’s and women’s apparel have relied on Excalibur for successful partnerships. In 2008, Excalibur (a division of AW Chang Corp) hired FSMS to act as a virtual marketing department assisting their sales and marketing team with the creative tools to successfully communicating the wide breadth of abilities of this global company to their customer base. Over a one year period, FSMS and Excalibur teams streamlined sales and marketing materials, created a corporate PowerPoint presentation and website and coordinated materials to position the company for meetings with potential licensing partners. During this time we helped to make more efficient the company’s participation in Trade Shows and industry specific events, explored a variety of non-profit partnerships and spearheaded their trade media relations efforts. FSMS provided the direction for all the materials that aided the sales team to best illustrate what the company has to offer retailers throughout the globe. FSMS helped to drive the Public Relations and Marketing efforts of their existing stable of brands: Nicole Miller, Jhane Barnes Collections, Haspel, Michelson’s of London, Beverly Hills Polo Club and Emanuel Unguaro. |
JHANE BARNES COLLECTION
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In November 2009, Excalibur acquired Jhane Barnes Collection, their first foray into sportswear manufacturing and marketing. FSMS guided the company in re-launching the brand, by creating a six-month marketing plan that not only created menswear industry buzz but generated a position to build brand confidence that would appeal to retailers and consumers. We built on long term brand loyalty by placing targeted earned media, and developing direct contact with customer base to increase consumer interest in the product line and drive sales. We helped the company leverage success with Jhane Barnes Collection to promote A.W. Chang Corp as solid, successful partner for similar ventures with other brands/companies.
As a result of this marketing effort, Jhane Barnes received coverage at local events tied to in store activities at Saks Fifth Avenue in Palm Beach Fl and coverage in the Sun Sentinel and an appearance by Jhane Barnes on The Morning Show SFL on April 2, 2010 in MR Magazine and WWD. |
WE WORK FOR HEALTH
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In 2008, facing a climate of substantial health care policy change and reputational challenges, the biopharmaceutical industry’s national trade association, the Pharmaceutical Research and Manufacturers of America (PhRMA) launched We Work for Health (WWFH), an initiative designed to convey the industry’s value and commitment to patients, communities and policymakers.
FSMS was tasked with forming a WWFH chapter for New Jersey. The coalition needed to include a diverse range of organizations, including life science companies, business and labor groups, patient advocates, and community organizations, whose members were willing to speak in support of the vital role the biopharma industry plays for health care consumers and the state’s economy. Through a multi-tiered effort that included media outreach and story placement, briefing events, webinars and face-to-face meetings, we were able to secure organizations representative of each of our target interest groups. WWFH-NJ is currently a network of 100+ organizations that seek to educate elected leaders, the news media and communities about the important economic contributions of the life sciences industry in New Jersey, while educating elected leaders on the impact that public policies have on the ability to continue to innovate. The Mayors Committee on Life Sciences, a sub-committee formed in 2010, allows us to leverage the voices of New Jersey’s mayors in support of our efforts, which is a particularly effective way to reach other elected officials. WWFH-NJ hosts several large-scale events each year to educate coalition members, and coordinates ongoing engagement with members of the New Jersey Congressional delegation and state legislature. This outreach includes Op-Ed placement, securing signatories for individual and group letters, emails, phone calls, social media and in-person meetings. |
