CASE STUDY

Gloucester Community College
Gloucester County American Heart Walk

Gloucester Community College had hosted the annual Gloucester County Heart Walk, a fundraiser for the American Heart Association, for three years. In 1999, the college began seeking increased public awareness for the project and an expansion of the college's role in the venture. The college also sought to enhance its image as an institution committed to community service and to spur greater public involvement in the Heart Walk.

Winning Strategies designed a communications program for the college focused on a full week of activities leading up to the walk. With Winning Strategies' help, the college organized and sponsored free blood pressure screenings and adult CPR training classes. A newsletter was faxed to local opinion leaders, including media representatives, government officials, and school superintendents. Area radio stations were contacted about the week's events. Letters to the editor and a bylined article suitable for publication were sent to local newspapers. Before the Heart Walk itself, a media advisory/photo opportunity alert was issued to assure coverage.

Heart Week received coverage in daily newspapers ranging from the Courier-Post in Camden to The Philadelphia Inquirer and with extensive coverage in the Gloucester County Times. Weekly newspapers covering the event included the Blackwood Plain Dealer, the Blackwood News Report, and the Franklin Township Sentinel. Print impressions totaled more than 2 million. An interview featuring GCC President Gail Mellow was broadcast on Philadelphia's top AM radio station, KYW, and reached an audience of 648,000.

About 1,200 county residents participated in the Heart Walk, raising nearly $70,000, a substantial increase over totals in previous years.