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Thursday
May122011

• Rallying RVA with Cookies for Kids Cancer

Community Relations: W Communications and Marketing LLC, J Pounders and Partners PR and Communications Consulting, Rhudy & Co. Communications and Marketing Inc. and CRT/tanaka for Cookies for Kids Cancer

Rhudy & Co.’s Michele Rhudy teamed up with some of Richmond’s leading PR professionals including Wendy Martin, Jennifer Pounders and Tina Pearlman to lead a Richmond-wide bake sale benefiting Cookies for Kids’ Cancer – a national non-profit founded by Michele’s former colleague Gretchen Holt Witt.

In just 21 days, they planned and executed a city-wide bake sale with dozens of locations and hundreds of volunteers, securing donations and media coverage for what turned out to be the nation’s largest bake sale in the non-profit’s history, grossing $68,000.

The two-day sale mobilized hundreds of volunteers and sold nearly 20,000 cookies. Every member of Rhudy & Co. participated in the effort, which was planned and executed using only public relations tactics, including media relations and social media.

One essential element of the event was simplicity. Cookies for Kids Cancers incorporated local creativity, with cardboard signs and hand-painted banners. There were teams of moms running up to cars at stoplights with baskets of cookies and kids in smudged aprons spontaneously setting up sales locations on their own.

The event was about more than raising money and awareness. It also was about community involvement and inspiration.

Read the entire case study.