CHALLENGE: Originally known as the Landmine Survivor Network (LSN), Survivor Corps had outgrown its focus on land mine survivors and was looking to re-brand the organization to focus on all survivors.

This re-branding was launched at the same time that one of the founders of LSN, Jerry White, released his book, I Will Not Be Broken, which focused on sharing his experience and advice on navigating survivorship.

STRATEGY: The focus was placed on reaching out to those communities that already struggle with issues of survivorship - Military Veterans, Cancer Survivors to name but two. Using the book as a vehicle to promote the over all change in brand and the human interest story of Jerry White played critical roles in our overall strategy.

TACTICS: The campaign focused on Online Outreach, messaging thousands of bloggers and sharing the news and offering a copy of the book, I Will Not Be Broken, to every blogger who wanted one. In addition to our Online Outreach we focused on building a presence on social networks, creating profiles, groups, and pages. Finally, the campaign heavily utilized Twitter and Facebook to message thousands of friends and followers on a daily basis.

RESULTS: The campaign met with huge amounts of positive response with 130 blogs posts and book reviews written and posted. Changing a brand is never an easy thing and is not done overnight, for this reason Abraham & Harrison was very excited to retain Survivor Corps over a longer term contract enabling us to continue building up a presence in the social media space.

"Abraham & Harrison has been a critical catalyst for the online debut of SURVIVOR CORPS. They helped us create a blogging buzz around the launch of Survivor Corps, offering savvy counsel on strategically targeted audiences who would resonate with our mission. A&H cleverly leveraged the release of my book -- I Will Not Be Broken: Five Steps to Overcoming a Life Crisis -- to generate word of mouth promotion online and cultivate new supporters for our work to help survivors of war in the United States and abroad. Abraham & Harrison will jump into a campaign with passion and panache. They've been responsive to our needs and a pleasure to work with from day one." -- Jerry White, Co-Founder and Director, Survivor Corps"
-- Jerry White, co-founder of Survivor Corps

Related Articles from Survivor Corps Campaigns:

• Thank You Operation Survivor Bloggers
• Thank You Again Survivor Corps Bloggers
• Testimonial from Jerry White of Survivor Corps
• Book Promotion with Blogger PR
• The Powerful SEO Benefits of Blogger PR Outreach