Challenge: To launch the first official public relations effort for the 16th annual Leukemia Ball with entertainer, Jerry Seinfeld.

Strategy: To launch a three-month media campaign aimed at increasing the public and business community’s awareness of the Leukemia Ball ultimately increasing revenue.

Tactics:
• Created first strategic communications plan.
• Presented the plan using PowerPoint to the 70 member Executive Committee
• Produced messages, an advisory, three press releases, a fact sheet, and biographies.
• Developed a list of 100 media outlets.
• Contacted the press.
• Arranged interviews between Leukemia Ball leaders and patients and journalists.
• Attended Executive Committee meetings and provide monthly PR update.
• Recruited, managed and trained the PR volunteers for the event.
• Provide on-site media support for 20 reporters attending the Ball.

Results: The Leukemia Ball yielded 12.5 million media impressions and raised approximately $3 million for The Leukemia & Lymphoma Society. More than 20 reporters attended the Ball.