Association alerts New Audiences with Successful Campaign: A Feature News Release Case Study
COMPANY OVERVIEW
The National Association of Area Agencies on Aging's primary mission is to build the capacity of their members so they can help older adults and people with disabilities live with dignity and choices in their homes and communities for as long as possible.
CHALLENGE
To raise awareness amongst caregivers about local resources in their communities that are available to assist them in their caregiving role. N4a’s goal with this campaign was to connect caregivers to service providers while offering publications to readers on a wide variety of care giving topics including transportation, medication safety, help for low-income older adults and dementia care
APPROACH
n4a worked with NAPS on a national feature to let the public know about their many programs and helpful resources. The feature news story titled “Connecting Caregivers To Local Resources And Support” alerted caregivers on a national level to the Eldercare Locator and its services and provided links and additional contact information for outreach.
RESULTS
This feature got 1,039 known placements, including 74 in print. This appeared in all 50 states, with a readership of 27 million and on sites with 72 million unique visitors cumulatively. About 49% of placements were in the top 50 markets, 59% were in the most populous third of the states and 40% were in the wealthiest 25% of states. The article was viewed 1,111 times on our site.
Placements were notably seen in several specialty papers for older adults. For example, the Senior Beacon, the Senior Reporter, the Seniors Voice of Ocala and the Senior News.
NAPS SOLUTIONS
NAPS provides an easy, cost-effective method of getting your story out to nearly every newspaper in the country and thousands of online publications. Instead of just covering the same top publications everyone else in America is trying to get into, you give your top story to practically all of America’s mass media outlets, in a format editors can easily use immediately. We cover America’s 10,000 newspapers with over 200 million in cumulative circulation, about 167 million of which are in the weekly community newspapers.
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