Making The Most of an Annual Event & Partnering to Reach a New Market
In 2017, Living Beyond Breast Cancer chose Memphis as the location of it national conference, a market known for high rates of racial disparities in health outcomes. A combination of the market being new to LBBC, and it needing to penetrate a hard-to-reach population, presented real changes for the organization.
Highlights:
Worked with regional churches and health partners to develop messages and strategies appropriate to the market.
Placed op-ed in the Memphis Commercial Appeal, and blanketing the region with radio, digital and billboard advertising. Thirty-three news stories resulted in outlets ranging from Memphis Magazine and Memphis Health & Fitness to The Tennessean, Baptist Leader, and Black Health Matters.
Conference attendance exceeded its goal. Created base of awareness about LBBC’s resources and a foundation for ongoing cooperation.
