CHALLENGE: The New York City-based organization, Fresh Air Fund, which was founded over 130 years ago, needed to place 200 inner-city youth with host families. There was just 3 weeks to create some buzz around the campaign and hopefully place some of the youth by August 1st.

STRATEGY: Leverage Abraham & Harrison’s existing relationships with bloggers in tandem with a large online outreach campaign using links to both the Fresh Air Fund website (www.freshair.org) and a custom built and designed Social Media News Release (freshair.smnr.us)

TACTICS: Abraham & Harrison compiled a list of bloggers that fit the desired demographic and geo-located target audiences. These lists were custom built out of existing contacts and universes of bloggers that Abraham & Harrison had previously collected.

The outreach went to bloggers that fit both demographics like Mommy, Daddy & Educational bloggers. In addition we target geographically specific bloggers based in the New England area – such as New York City, Massachusetts and Connecticut bloggers.

RESULTS: Abraham & Harrison’s efforts resulted in over 130 separate blog posts and many millions of eyeballs reading the story. Blog posts were secured on sites such as Boing Boing and REDBOOK Magazine online.

"Abraham-Harrison tackled an extremely time-sensitive project for us and got up to speed quickly. We were impressed with their expertise in the industry, ability to execute a plan successfully and willingness to listen to our needs and goals. Their work has made an impact on our programs already and has given a tremendous boost to our awareness efforts."
-Jenny Morgenthau, Executive Director, The Fresh Air Fund

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• Thank You Fresh Air Fund Bloggers
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