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护理计数
案例简介：结果 我们粉碎了一个雄心勃勃的一年用 350 毫米的印象仅仅两个月的目标。 -378 毫米赢得印象-600 + 月共赚来的故事-110 层直销，今晚世界新闻，Today.com，游行，商业间谍赫芬顿邮报》、美国新闻与世界报道, NPR，大西洋城市实验室，英国广播公司,Kos 日报和 UpworthyFour 全国广播故事帮助推动了 18 个州的 60 多个广播片段。该项目被列入卡桑德拉报告，作为一项促进公民和社会进步的特色社区倡议。这一关注激起了包括白宫和洛杉矶在内的政府的兴趣。市长办公室。我们节目中的一位特色教师被命名为美国广播公司新闻的 “本周人物”,获得关于该节目及其对全国广播的影响的完整片段。所有这些公关报道: -100% 有积极/中立的语气-100% 给了惠而浦创建学校洗衣计划的 “学分”-89% 包括计划结果根据 Millward Brown 完成的惠而浦 2016 跨媒体结果报告, 旨在支持该计划的媒体资产增加了品牌的购买意图。即使有微妙的品牌，71% 的人知道这个项目与惠而浦联系在一起。这些努力也有助于千禧一代的广告召回中的 4 pt 提升。此外，我们的公关努力 (到目前为止) 导致 1,000 多所学校表示有兴趣在其所在地区开始护理计数。 概要 在美国，每天都有成千上万的孩子缺课，因为他们缺少一件事: 干净的衣服。经常失学的孩子辍学的可能性是现在的 7 倍。作为庆祝日常护理价值 (即烹饪、清洁和洗涤) 的品牌, 惠而浦创建了 Care Counts 项目，看看像上学这样重要的事情是否会受到像洗衣这样简单的事情的影响。 执行 在公开推出之前，我们在全国各地的学校运行了整整一年的护理计数项目, 收集数据和视频内容，这样我们就可以用一个完整的故事来启动我们的公关活动，并得到可衡量的结果。我们终于在 2016年返校季公开推出了,利用学校、孩子和出勤率的话题在新闻周期中最相关的时刻。我们使用我们的纪录片风格的视频来帮助地方和国家新闻媒体概述这个问题，并解释 Care Counts 是如何解决这个问题的。我们的媒体材料充满了内容,统计数据和声音叮咬帮助揭示了这个报道不足的问题，给新闻媒体一个独特的有洞察力的故事。我们创建了一份由学校官员、教师和惠而浦品牌代表组成的名册，他们可以为我们项目的情感故事提供强有力的人性描述。 媒体战略 Care Counts 项目本身是从我们在全国范围内对公立学校教师进行调查后收集的数据中诞生的。调查显示，每 5 个学生中就有一个在努力获得干净的衣服。它还显示了不干净的衣服如何影响学生的课堂表现、学校行为和他们对学校的总体态度。这些见解驱使我们创建一个可以有所作为的程序。一旦开始，证明护理计数计划有效性的唯一方法是收集与学生个人洗衣机使用情况和出勤率相关的数据。因此，我们创建了定制设备来从洗衣机收集数据，并将其直接发送到我们的云数据库，这样我们就可以全年不断监控洗衣机和学生出勤率。没有这些数据，就没有办法衡量护理计数的影响。 战略 典型的惠而浦目标受众是现代护理人员，但是对于护理人员来说，我们调整了我们的信息传递，在这个广泛的总体目标中，有 4 个特定的子集: -父母-教育者-有社会意识的千禧一代-人们可能会捐赠给儿童慈善机构，因为洗衣和出席的问题是国家媒体不熟悉的,我们的信息传递方法需要一定的顺序来最大限度地发挥其影响:-首先，我们必须提高对这个问题的认识: 没有干净衣服的学生容易受到骚扰, 可能会呆在家里避免上学 -- 然后，教育媒体了解干净衣服和上学之间的联系 -- 然后,开始社交和传统媒体对话，让政策制定者和教育决策者关注这个问题 -- 最后，提高对护理计数计划的认识，以此作为解决方案 相关性 Care Counts 洗衣项目是惠而浦的一项慈善活动，他们的意图是永远不要通过大量自我宣传的付费媒体吹嘘这一点。因此，我们主要依靠公关机构来实现这个节目的广泛相关性和影响，并与他们的观众分享。公关一直是埃森帮助这个项目扩展到全国所有受益最大的地区。这就是它与公关狮子相关的原因。 活动描述 我们在美国各地的学校安装了洗衣机和烘干机，让有风险的学生获得干净的衣服。作为该计划的一部分，我们为每一对洗衣房创建了数据收集设备。这些设备让我们跟踪每个学生的洗衣机使用情况，并将其与他们的出勤率数据联系起来，这样我们就可以看到干净的衣服是如何直接影响每个学生的出勤率的。为了帮助讲述我们的故事，我们拍摄了一部纪录片，讲述了教师、学生和管理人员在一整年的节目前后的经历。这部电影揭示了护理不仅影响出勤率，还影响了学生的学术和社会福祉。
护理计数
案例简介：Outcome We smashed an ambitious year one with 350MM PR impression goal in just two months.–378MM earned impressions–600+ total earned stories –110 Tier 1 outlets, including ABC World News Tonight, Today.com, Parade, Business Insider, Huffington Post, U.S. News & World Report, NPR, The Atlantic’s City Lab, BBC, Daily Kos and UpworthyFour national broadcast stories helped fuel 60 more broadcast segments across 18 states. The program was included in the Cassandra Report as a featured community initiative to promote civic and social betterment. The attention piqued government interest including the White House and L.A. Mayor’s Office. One of our featured teachers in the program was named ABC News’ Person of the Week, garnering a full segment about the program and its impact on a national broadcast.Of all this PR coverage:–100% had a Positive/Neutral Tone–100% gave Whirlpool “credit” for creating school laundry program–89% included program resultsAccording to a Whirlpool 2016 Cross Media Results Report done by Millward Brown, media assets designed to support the program increased purchase intent for the brand. Even with subtle branding, 71% of those who were aware of the program linked it to Whirlpool. These efforts also contributed to a:4 pt lift in ad recall6 pt lift in ad recall among millennials8 pt lift in message association with millennialsAdditionally, our PR efforts have (to this point) resulted in over 1,000 additional schools expressing interest in starting Care Counts in their districts. Synopsis Every day in America, thousands of kids miss school because they lack one thing: clean clothes. And kids who regularly miss school are 7 times more likely to drop out.As the brand that celebrates the value of everyday care (i.e. cooking, cleaning and washing), Whirlpool created the Care Counts program to see if something as important as school attendance could be impacted by something as simple as laundry. Execution Before launching publicly, we ran the Care Counts program in schools across the country for a full year, collecting data and video content so we could launch our PR campaign with a complete story backed by measurable results.We finally launched publicly during the back-to-school season of 2016, leveraging the moment in time when the topics of school, kids and attendance are most relevant in the news cycle.We used our documentary-style video to help outline the issue for local and national news outlets and explain how Care Counts was addressing it.Our media materials were full of content, stats and sound bites that helped shed light on this under-reported issue – giving news outlets a uniquely insightful story to tell.And we created a roster of school officials, teachers and Whirlpool brand representatives who could offer a powerfully human account of our program’s emotional story. MediaStrategy The Care Counts program itself was born out of the data we collected after fielding a nationwide survey of public school teachers. The survey revealed that 1 in 5 students struggles with access to clean clothes. It also showed how unclean clothes affects students’ performance in class, behavior at school and their overall attitude towards school. These insights are what drove us to create a program that could make a difference.Once begun, the only way to prove the effectiveness of the Care Counts program was by collecting data relating to individual students’ washer usage and their attendance. So we created custom devices to collect data from the washers and send it directly to our cloud database so we could constantly monitor washes and student attendance throughout the year. Without this data, there would have been no way to measure the impact of Care Counts. Strategy The typical Whirlpool target audience is a modern caregiver, but for the Care Counts PR efforts we adjusted our messaging to speak to 4 specific subsets within that broad overall target:-Parents-Educators-Socially conscious millennials-People likely to donate to children’s charitiesBecause the issue of laundry and attendance was something the national media wasn’t familiar with, our messaging approach required a certain sequence to maximize its impact:-First, we had to increase awareness of the issue: students without clean clothes are susceptible to harassment, and may stay home from school to avoid it-Then, educate media on the linkage between access to clean clothes and school attendance-Then, start social and traditional media conversations that bring the issue to the attention of policy makers and education decision-makers-Lastly, create awareness of the Care Counts program as a solution Relevancy The Care Counts laundry program is a philanthropic initiative from Whirlpool, and their intention is never to boast about it through loads of self-promoting paid media. So we’ve relied mainly on PR outlets to realize the widespread relevance and impact of this program and share it with their audiences. PR has been essential for helping this program expand to all areas of the country that can benefit most from it. And that’s what makes it relevant for PR Lions. CampaignDescription We installed washers and dryers into schools across America to give at-risk students access to clean clothes. As part of the program, we created data collection devices for each laundry pair. The devices let us track washer usage for each individual student, and relate that to their attendance data, so we could see how clean clothes were directly impacting each student’s attendance.To help tell our story, we filmed a documentary featuring teachers, students and administrators before and after a full year with the program. The film revealed how Care Counts impacted not only attendance, but the academic and social well-being of students as well.
Care Counts
案例简介：结果 我们粉碎了一个雄心勃勃的一年用 350 毫米的印象仅仅两个月的目标。 -378 毫米赢得印象-600 + 月共赚来的故事-110 层直销，今晚世界新闻，Today.com，游行，商业间谍赫芬顿邮报》、美国新闻与世界报道, NPR，大西洋城市实验室，英国广播公司,Kos 日报和 UpworthyFour 全国广播故事帮助推动了 18 个州的 60 多个广播片段。该项目被列入卡桑德拉报告，作为一项促进公民和社会进步的特色社区倡议。这一关注激起了包括白宫和洛杉矶在内的政府的兴趣。市长办公室。我们节目中的一位特色教师被命名为美国广播公司新闻的 “本周人物”,获得关于该节目及其对全国广播的影响的完整片段。所有这些公关报道: -100% 有积极/中立的语气-100% 给了惠而浦创建学校洗衣计划的 “学分”-89% 包括计划结果根据 Millward Brown 完成的惠而浦 2016 跨媒体结果报告, 旨在支持该计划的媒体资产增加了品牌的购买意图。即使有微妙的品牌，71% 的人知道这个项目与惠而浦联系在一起。这些努力也有助于千禧一代的广告召回中的 4 pt 提升。此外，我们的公关努力 (到目前为止) 导致 1,000 多所学校表示有兴趣在其所在地区开始护理计数。 概要 在美国，每天都有成千上万的孩子缺课，因为他们缺少一件事: 干净的衣服。经常失学的孩子辍学的可能性是现在的 7 倍。作为庆祝日常护理价值 (即烹饪、清洁和洗涤) 的品牌, 惠而浦创建了 Care Counts 项目，看看像上学这样重要的事情是否会受到像洗衣这样简单的事情的影响。 执行 在公开推出之前，我们在全国各地的学校运行了整整一年的护理计数项目, 收集数据和视频内容，这样我们就可以用一个完整的故事来启动我们的公关活动，并得到可衡量的结果。我们终于在 2016年返校季公开推出了,利用学校、孩子和出勤率的话题在新闻周期中最相关的时刻。我们使用我们的纪录片风格的视频来帮助地方和国家新闻媒体概述这个问题，并解释 Care Counts 是如何解决这个问题的。我们的媒体材料充满了内容,统计数据和声音叮咬帮助揭示了这个报道不足的问题，给新闻媒体一个独特的有洞察力的故事。我们创建了一份由学校官员、教师和惠而浦品牌代表组成的名册，他们可以为我们项目的情感故事提供强有力的人性描述。 媒体战略 Care Counts 项目本身是从我们在全国范围内对公立学校教师进行调查后收集的数据中诞生的。调查显示，每 5 个学生中就有一个在努力获得干净的衣服。它还显示了不干净的衣服如何影响学生的课堂表现、学校行为和他们对学校的总体态度。这些见解驱使我们创建一个可以有所作为的程序。一旦开始，证明护理计数计划有效性的唯一方法是收集与学生个人洗衣机使用情况和出勤率相关的数据。因此，我们创建了定制设备来从洗衣机收集数据，并将其直接发送到我们的云数据库，这样我们就可以全年不断监控洗衣机和学生出勤率。没有这些数据，就没有办法衡量护理计数的影响。 战略 典型的惠而浦目标受众是现代护理人员，但是对于护理人员来说，我们调整了我们的信息传递，在这个广泛的总体目标中，有 4 个特定的子集: -父母-教育者-有社会意识的千禧一代-人们可能会捐赠给儿童慈善机构，因为洗衣和出席的问题是国家媒体不熟悉的,我们的信息传递方法需要一定的顺序来最大限度地发挥其影响:-首先，我们必须提高对这个问题的认识: 没有干净衣服的学生容易受到骚扰, 可能会呆在家里避免上学 -- 然后，教育媒体了解干净衣服和上学之间的联系 -- 然后,开始社交和传统媒体对话，让政策制定者和教育决策者关注这个问题 -- 最后，提高对护理计数计划的认识，以此作为解决方案 相关性 Care Counts 洗衣项目是惠而浦的一项慈善活动，他们的意图是永远不要通过大量自我宣传的付费媒体吹嘘这一点。因此，我们主要依靠公关机构来实现这个节目的广泛相关性和影响，并与他们的观众分享。公关一直是埃森帮助这个项目扩展到全国所有受益最大的地区。这就是它与公关狮子相关的原因。 活动描述 我们在美国各地的学校安装了洗衣机和烘干机，让有风险的学生获得干净的衣服。作为该计划的一部分，我们为每一对洗衣房创建了数据收集设备。这些设备让我们跟踪每个学生的洗衣机使用情况，并将其与他们的出勤率数据联系起来，这样我们就可以看到干净的衣服是如何直接影响每个学生的出勤率的。为了帮助讲述我们的故事，我们拍摄了一部纪录片，讲述了教师、学生和管理人员在一整年的节目前后的经历。这部电影揭示了护理不仅影响出勤率，还影响了学生的学术和社会福祉。
Care Counts
案例简介：Outcome We smashed an ambitious year one with 350MM PR impression goal in just two months.–378MM earned impressions–600+ total earned stories –110 Tier 1 outlets, including ABC World News Tonight, Today.com, Parade, Business Insider, Huffington Post, U.S. News & World Report, NPR, The Atlantic’s City Lab, BBC, Daily Kos and UpworthyFour national broadcast stories helped fuel 60 more broadcast segments across 18 states. The program was included in the Cassandra Report as a featured community initiative to promote civic and social betterment. The attention piqued government interest including the White House and L.A. Mayor’s Office. One of our featured teachers in the program was named ABC News’ Person of the Week, garnering a full segment about the program and its impact on a national broadcast.Of all this PR coverage:–100% had a Positive/Neutral Tone–100% gave Whirlpool “credit” for creating school laundry program–89% included program resultsAccording to a Whirlpool 2016 Cross Media Results Report done by Millward Brown, media assets designed to support the program increased purchase intent for the brand. Even with subtle branding, 71% of those who were aware of the program linked it to Whirlpool. These efforts also contributed to a:4 pt lift in ad recall6 pt lift in ad recall among millennials8 pt lift in message association with millennialsAdditionally, our PR efforts have (to this point) resulted in over 1,000 additional schools expressing interest in starting Care Counts in their districts. Synopsis Every day in America, thousands of kids miss school because they lack one thing: clean clothes. And kids who regularly miss school are 7 times more likely to drop out.As the brand that celebrates the value of everyday care (i.e. cooking, cleaning and washing), Whirlpool created the Care Counts program to see if something as important as school attendance could be impacted by something as simple as laundry. Execution Before launching publicly, we ran the Care Counts program in schools across the country for a full year, collecting data and video content so we could launch our PR campaign with a complete story backed by measurable results.We finally launched publicly during the back-to-school season of 2016, leveraging the moment in time when the topics of school, kids and attendance are most relevant in the news cycle.We used our documentary-style video to help outline the issue for local and national news outlets and explain how Care Counts was addressing it.Our media materials were full of content, stats and sound bites that helped shed light on this under-reported issue – giving news outlets a uniquely insightful story to tell.And we created a roster of school officials, teachers and Whirlpool brand representatives who could offer a powerfully human account of our program’s emotional story. MediaStrategy The Care Counts program itself was born out of the data we collected after fielding a nationwide survey of public school teachers. The survey revealed that 1 in 5 students struggles with access to clean clothes. It also showed how unclean clothes affects students’ performance in class, behavior at school and their overall attitude towards school. These insights are what drove us to create a program that could make a difference.Once begun, the only way to prove the effectiveness of the Care Counts program was by collecting data relating to individual students’ washer usage and their attendance. So we created custom devices to collect data from the washers and send it directly to our cloud database so we could constantly monitor washes and student attendance throughout the year. Without this data, there would have been no way to measure the impact of Care Counts. Strategy The typical Whirlpool target audience is a modern caregiver, but for the Care Counts PR efforts we adjusted our messaging to speak to 4 specific subsets within that broad overall target:-Parents-Educators-Socially conscious millennials-People likely to donate to children’s charitiesBecause the issue of laundry and attendance was something the national media wasn’t familiar with, our messaging approach required a certain sequence to maximize its impact:-First, we had to increase awareness of the issue: students without clean clothes are susceptible to harassment, and may stay home from school to avoid it-Then, educate media on the linkage between access to clean clothes and school attendance-Then, start social and traditional media conversations that bring the issue to the attention of policy makers and education decision-makers-Lastly, create awareness of the Care Counts program as a solution Relevancy The Care Counts laundry program is a philanthropic initiative from Whirlpool, and their intention is never to boast about it through loads of self-promoting paid media. So we’ve relied mainly on PR outlets to realize the widespread relevance and impact of this program and share it with their audiences. PR has been essential for helping this program expand to all areas of the country that can benefit most from it. And that’s what makes it relevant for PR Lions. CampaignDescription We installed washers and dryers into schools across America to give at-risk students access to clean clothes. As part of the program, we created data collection devices for each laundry pair. The devices let us track washer usage for each individual student, and relate that to their attendance data, so we could see how clean clothes were directly impacting each student’s attendance.To help tell our story, we filmed a documentary featuring teachers, students and administrators before and after a full year with the program. The film revealed how Care Counts impacted not only attendance, but the academic and social well-being of students as well.
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Care Counts
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