Challenge
The San Francisco Society for the Prevention of Cruelty to Animals (SF/SPCA) chose LCI to provide PR counsel support for their 10th Annual Bark & Whine Ball. Hosted by The SF/SPCA’s fundraising arm, Critter Lovers at Work (CLAW), the Ball raises money for the Cinderella Fund to treat the neediest dogs and cats that come through The SF/SPCA Animal Hospital. LCI’s challenge was to:
- Generate pre-event press to support ticket sales
- Drive media to event, manage photographers and interviews for post coverage
- Support the goals of both CLAW and The SF/SPCA in messaging and media placements
Strategy
LCI developed a public relations plan that focused on attracting attention to the Bark & Whine Ball not only as an event, but also as an example of the various unique ways The SF/SPCA supports animal health and wellness. LCI’s strategy was to promote a preview cocktail hour and auction to media to generate interest far in advance of the Ball. In addition, LCI emphasized the Bark & Whine Ball as one symbol of the special treatment pets receive in San Francisco – due, in large part, to the leading example of The SF/SPCA. LCI distributed long lead and short lead press releases, pitched various feature stories, invited media to attend the preview and main events, arranged photo shoots and site tours at The SF/SPCA and positioned CLAW and The SF/SPCA as leading advocates for pets.
Results
The media coverage extended far beyond The SF/SPCA’s region, with national print and television placements in addition to wide exposure throughout the Bay Area. Print placements include National Geographic and the Los Angeles Times. Total television audience numbers reached nearly 10 million, including national hits on both ‘Good Morning America’ and ‘The Big Story with John Gibson’ on Fox News Channel – National and 62 additional placements in markets ranging from Los Angeles, Houston, Philadelphia and San Diego to Mobile, Topeka and Green Bay. LCI secured previews, public service announcements and on-air mentions throughout the Bay Area, including: KGO-TV, KRON-TV, KCBS-AM, KLLC-FM and KFOG-FM. Local print coverage included the San Francisco Chronicle, The San Francisco Examiner, Contra Costa Times, The Nob Hill Gazette, The Northside and The Marina Times. The Bark & Whine Ball attracted 600 human and 250 canine guests, raising more than $135,000 for The SF/SPCA’s Cinderella Fund.