Notable Campaigns While Co-Owner of Muir Public Relations
Childhaven Building Futures Capital Campaign
Childhaven is a key social service provider in Seattle, a leader in the child protection realm. It is an agency dedicated to stopping the cycle of child abuse by providing early intervention and treatment in the lives of abused and neglected children ages one through five years.
Muir Public Relations managed the marketing and public relations for a successful, three-year, $15 million capital campaign for Childhaven. Muir PR coordinated the pro bono services of four marketing, video production and graphic design companies and created a full marketing package including logo and letterhead, brochure, newsletter, videos to support the annual breakfast, a video CD for donors, events, PSAs with Seattle Seahawks football players and other celebrities, bus ads and more. In addition, Muir Public Relations managed all public relations and writing for the campaign.
- Childhaven Marketing Materials:
In raising money for children, the marketing materials needed to be effective but not flashy. Kit elements were two-color printing for cost savings, but by using different colors on different pieces, the whole appeared more sophisticated than the sum of its parts. Muir Public Relations helped create:
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| | 1. | Tag line, content and look of the campaign statement |
| 2. | Managed creation of the complete marketing package |
| 3. | King County Metro bus ad |
| 4. | Production of a 5-minute video and a 2-minute video CD-ROM, the latter of which won the Nell Shipman Women in Film Award in 2001 |
| 5. | Campaign webs pages within the Childhaven website |
- Childhaven Public Relations:
Muir PR wrote a quarterly Capital Campaign newsletter and an op-ed that was published in the Seattle Post Intelligencer: "Childhaven Now, Fewer Prisons Later." We also worked closely with the Seahawks and Piranha Productions to create a series of television PSAs with the Seahawks and other celebrities.
- Childhaven Event Planning:
Muir PR conceived, organized and implemented a major fundraiser created in conjunction with the Seahawks Courage House Award, attended by 15 current and former Seahawks. Seahawks players and their wives solicited donations and packed the house. Held at the new Seahawks Stadium, entertainment featured a sumo-wrestling contest between current and former Seahawks. The auction exceeded its fundraising goal and introduced a new audience to Childhaven, many of whom made subsequent donations to the organization. The auction continues as a Seahawk sponsored event to benefit Childhaven.
Seattle City Light Energy Management Campaign
Seattle City Light hired Muir Public Relations for a yearlong public relations and public education campaign surrounding the 25th anniversary of Earth Day. The campaign goal was to showcase Seattle City Light as a national leader in the energy conservation field.
- Climate Wise Forums:
As part of the campaign, Muir PR helped create a series of three industry forums on minimizing CO2 emissions under the Climate Wise program that targets Seattle City Light's highest-level users of electricity and provides technical assistance to boost efficiency while reducing greenhouse gas emissions). Over 75 firms attended each forum, exceeding the client's expectations by 20%.
- Great Torchière Turn-In Media Campaign:
Muir PR created a vivid, exciting and successful media campaign to publicize the Seattle City Light Great Torchière Turn-In Program, in which the public was encouraged to replace dangerous, energy-wasting halogen torchière lamps with energy-efficient compact fluorescent lamps. The campaign was illustrated by toasting marshmallows over the lamps. The media kits came with two marshmallows on a stick on the front ready for toasting. The campaign included two events: a media opportunity in which Seattle City Light employees, fire artists and local firefighters toasted marshmallows over halogen torchière lamps and a radio tour where the same lamps were used to fry eggs and toast bread for the radio hosts. Both events gave Seattle City Light employees great exposure to journalists and television cameras, to educate the public about halogen lamps. The event was broadcast in eight different television news segments. As a result of the publicity campaign, torchière turn-ins doubled at both Seattle locations for the Great Torchière Turn-In over the previous year. Seattle City Light presented this campaign at a national utilities conference and received a standing ovation for its creativity and effectiveness.
Non-profit Experience
Campaigns that included messaging for advocacy and social change*
Big Brothers Big Sisters serving King, Pierce & Jefferson Counties: Chair of the Marketing Committee of the Board, developed 2 year marketing and PR plan to draw attention to the 50th Anniversary in 2007*
Billings Middle School - Board Chair: oversight and leadership of key board initiatives: strategic plan for school (to be complete in June 2007), strategic facilities planning, recruitment planning. As past chair of Marketing Committee of the board: developed marketing plan, provided oversight to Marketing staff, developed strategic plan for $1 million Capital Campaign.
Childhaven - Building Futures Campaign: provided media and marketing for $15 million capital campaign (see attached Statement of Qualifications for more complete overview)*
Foundation for Colorectal Surgical Education - marketing/ fund development brochure, ex officio member of the Board of Directors*
Homebuilders (Behavioral Sciences Institute) - 10 years as agency lobbyist (funding and child and family issues), Media Relations, Development of Marketing Materials, Fund Development Director*
Institute for Family Development formerly Behavioral Sciences Institute - Media Outreach regarding Moving Families Forward program*
Langston Hughes Cultural Arts Center - media outreach
Next Stage Dance Theatre - media outreach, brand identity campaign with company director
St. Benedict's School - strategic planning for marketing campaign, development of school brochure
Save Our Wild Salmon - Media Campaign: series of educational field trips for local, regional and national media*
Seattle City Light - Energy Management Campaign (see attached Statement of Qualifications for more complete overview)*
Seattle Fringe Theatre Festival - multi-year media outreach campaign
Seattle Public Utilities - Natural Soil Building Program - development of on-line sales application ("shopping cart"),
media outreach, marketing campaign*
The SAMA Foundation (Science and Management of Addiction) - messaging for outreach video *
WAG (Whistler Animals Galore), Whistler, B.C.: brand identity campaign, messaging and strategic
communications planning *
Youth Theatre Northwest - media outreach campaign
Campaigns Involving Sensitive Topics:
Childhaven - I developed the Case Statement for a major capital campaign and an OpEd by Norm Maleng. All messaging needed to engage community support for programs that deal with issues of abuse and neglect.
HOMEBUILDERS - As a lobbyist I sought legislative support of programs for high risk youth and families and issues related to child safety and family violence. I handled media relations regarding non-traditional treatment of family violence, child abuse and neglect.
Foundation for Colorectal Surgical Education - I wrote a brochure to raise funds for the foundation and organized a speaking tour at local Rotary and Chamber meetings. Colorectal disease, its treatment and prevention are difficult topics for people to think about. It was important to keep the messaging accessible to the public.
Institute for Family Development - I wrote a press release announcing a new IFD program for families raising children with fetal alcohol syndrome. I coordinated with IFD, Children's Hospital & Regional Medical Center and the University of Washington Fetal Alcohol Syndrome Diagnostic & Prevention Network regarding messaging.
Schroeter, Goldmark & Bender - I organized press conferences regarding high-profile product liability lawsuits for this law firm. Messaging included issues of client confidentiality.
Save Our Wild Salmon - I organized and ran a series of media education workshops on topics related to salmon in the Northwest, including: dam removal, habitat protection, Native American fishing rights and the role of salmon in the economy of the region.
The SAMA Foundation - The foundation supports research, advocacy and education about teen addiction. I developed the messaging for a video designed to gain support for the foundation. I needed to overcome the stigmas often attached to addiction in order to build understanding about the need for resources and support of families dealing with teen addiction.
Seattle City Light - I coordinated a series of industry forums on minimizing CO2 emissions. The program was targeted at the highest-level users of electricity. I coordinated outreach to potential attendees, speakers, agenda and handouts.
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