Guiding Eyes for the Blind
A nonprofit organization dedicated to breeding and training guide dogs to assist the blind and visually impaired
Clearly STRATEGIC
We looked beyond a signature event – the Guiding Eyes Golf Classic – to develop a public relations program that touched every aspect of the organization, sharing stories with strong human interest and significant impact.
Clearly CREATIVE
- By offering a “behind the scenes” look at the process of training a guide dog, we were able to increase visibility of the Puppy Raising program and help foster volunteer recruitment efforts.
- To help media understand the impact Guiding Eyes was making across the U.S., we showcased the stories of blind golfers who were competing in the annual tournament.
- Leveraging the celebrity appeal of NFL player Eli Manning, we drew media out onto the course to meet the players, the puppies and learn more about this vital cause.
- To showcase the lifelong impact Guiding Eyes pups have on their humans, we spotlighted the Healing Autism program showing how therapy dogs were allowing children to become more independent and improve their quality of life.
Clear RESULTS
- We grew a project-based assignment into a 7-year relationship promoting all aspects of the organization.
- 550 media placements were generated in a single year with media impressions exceeding one billion.
- We secured opportunities for a local organization making a national impact with top tier media including TODAY, The New York Times, USA Today, The Huffington Post, CBS This Morning, Good Morning America, Katie Couric Show, PEOPLE, Better Homes & Gardens, Good Housekeeping and ESPN, among others.
- Garnering multiple segments on TODAY helped lay the groundwork for the show’s “Puppy with a Purpose,” the first of which, Wrangler, was trained by Guiding Eyes for the Blind.
- As a direct result of the publicity we generated, Eukanuba contacted Guiding Eyes for the Blind to become a platinum sponsor ($50,000 value) of its Golf Classic and provide food for the dogs.
- The Ad Club of Westchester awarded Co-Communications a “Best of Show” for our work on behalf of Guiding Eyes for the Blind.
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