"Abraham-Harrison tackled an extremely time-sensitive project for us and got up to speed quickly. We were impressed with their expertise in the industry, ability to execute a plan successfully and willingness to listen to our needs and goals. Their work has made an impact on our programs already and has given a tremendous boost to our awareness efforts." --Jenny Morgenthau, Executive Director, The Fresh Air Fund

Fresh Air Fund Case Study

CHALLENGE: The New York City-based organization, Fresh Air Fund, which was founded over 130 years ago, needed to place 200 inner-city youth with host families. There was just 3 weeks to create some buzz around the campaign and hopefully place some of the youth by August 1st.

STRATEGY: Leverage Abraham & Harrison’s existing relationships with bloggers in tandem with a large online outreach campaign using links to both the Fresh Air Fund website (www.freshair.org) and a custom built and designed Social Media News Release (freshair.smnr.us)

TACTICS: Abraham & Harrison compiled a list of bloggers that fit the desired demographic and geo-located target audiences. These lists were custom built out of existing contacts and universes of bloggers that Abraham & Harrison had previously collected.

The outreach went to bloggers that fit both demographics like Mommy, Daddy & Educational bloggers. In addition we target geographically specific bloggers based in the New England area – such as New York City, Massachusetts and Connecticut bloggers.

RESULTS: Abraham & Harrison’s efforts resulted in over 130 separate blog posts and many millions of eyeballs reading the story. Blog posts were secured on sites such as Boing Boing and REDBOOK Magazine online.