Sidewalk.com
In 1997, Sidewalk.com took nine American cities by storm. Despite challenges, which ranged from hostile print media outlets that perceived the site as a direct competitor to customizing the program to fit in with nine cities' distinct cultures, public relations was able to achieve its goals - driving record numbers of users to the site, introducing Sidewalk into the local communities and neutralizing media foes. As a key member of the national coordination team, Dana Smith played an integral role in developing and implementing a two phased strategy, which integrated business press outreach, guerrilla marketing, radio ad buys and a massive celebrity-hosted call-to-action on city streets. The Sidewalk launch received 268,027,090 media impressions, reaching 163,900 consumers directly. In addition, the public relations program itself was recognized as a CIPRA finalist for best new service introduction.
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