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Case Studies

PR Works has shown that PR can work for clients of all shapes and sizes.

How PR worked for the Jackson Yelle Family Foundation

A PR Works Case Study

Overview

PR Works developed and executed a campaign strategy that helped a non-profit, the Jackson Yelle Family Foundation, raise nearly $30,000 on its MLB Stadium Tour initiative.

Background

The Jackson Yelle Family Foundation is a 501(c)3 non-profit foundation formed after the tragic death of Jackson Yelle. A member of Elon University’s club baseball program, 21-year-old Jackson was killed by a hit-and-run driver in April 2023. His family created the Jackson Yelle Family Foundation to keep his memory alive and support causes Jackson would believe in.

As a baseball player and fan, Jackson and his father Scott Yelle visited 12 of the 30 Major League Baseball stadiums. Scott came up with the idea to visit the remaining 18 stadiums as part of a fundraising initiative. The beneficiary would be Major League Baseball’s Nike Reviving Baseball in Inner Cities (RBI), a program that supports the development of young men and women through baseball and softball.

The Game Plan

Over the first three months of the 2024 season, Scott Yelle visited each of the 18 MLB stadiums, presenting each team and their representatives with a $1,000 check for the Nike RBI program in that particular city.

The Goal

The trip would cost $25,000. The Foundation wanted to cover that cost, which included donations to the Nike RBI program, and raise monies towards additional worthy causes.

How PR Works worked

Working with a very modest budget, we developed the following PR materials:

  • Launch press release for national and local media in The Foundations home market (Boston) and the 18 MLB stadium markets.
  • Press kit, including feature story angles and media library
  • Individual releases for each MLB market prior to Scott’s visit

PR Works also provided media outreach and consultation to Scott and the Foundation as media opportunities arose.

Coverage

photo of Scott Yelle of the Jackson Yelle Family Foundation appearing on MLB Central

Through the diligent efforts of Scott Yelle, the campaign received broadcast and print coverage in all 18 markets and extensive coverage in the Boston market, the Foundation’s base. Here’s a sample of the coverage:

  • WBZ/Boston Radio
  • Boston Herald
  • Cape Cod Times
  • Fox-13 – Tampa
  • MLB Central
  • Seattle TV
  • WCOP / Cincinnati
  • Yahoo Sports
  • NBC 10 Philly
  • Arizona Sports
  • Boston Globe
  • NBC New York
  • Who’s on First: YouTube Show
  • WFMY / NC

The jewel in this crown of coverage was a 10-minute Father’s Day documentary on MLB Central.

Conclusion

The entire fundraiser generated $28,676, exceeding the initial goal of $25,000. There have been other milestones:

  • Scott Yelle invited to and attended MLB’s Play Ball weekend in New York
  • Scott Yelle invited to the Nike RBI World Series in August 2024
  • Scott has been recognized at stadiums and on transportation as the guy touring MLB stadiums to honor his son.
  • Talk of touring the original 12 MLB stadiums next year to donate money to those Nike RBI programs

“PR Works helped me spread the word about our fundraising baseball tour to honor my son. They made it seamless for us by reaching out to the media in various cities so I could focus on the MLB Stadium tour and the PR I was receiving. I know of over 10 media opportunities that came from their help! We raised just shy of $30,000 with their help!” —Scott Yelle, Jackson Yelle Family Foundation

Final Conclusion

PR, when done properly, Works!

Let us show you how PR Works can make your company our next case study and success story. Contact us today – Sdubin@PRWorkZone.com or (781) 582-1061.

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Case Study: SelecTech, Inc.

SelecTech is a leader in the manufacture of innovative flooring products with long-term value and immediate benefits. Those products include ESD flooring to mitigate the impact of static electricity, and commercial flooring tailored toward labs and cleanrooms. It’s interlocking product can be installed over existing flooring with little or no floor prep. This dramatically reduces downtime.

Marketing challenge:

SelecTech has a strong presence in the ESD market. Not so much in the lab market. Part of our task was to find PR opportunities to promote SelecTech products as a flooring solution for labs and cleanrooms.

Strategy

Issue series of press releases touting lab or cleanroom installations and SelecTech’s participation in lab-related associations like Scientific Equipment & Furniture Association. Each press release included a list of feature story angles and an offer to contribute bylined articles on those angles. That resulted in bylined article opportunities like the following:

🏗️High Profile Monthly, a publication for construction professionals

🔬Lab Manager, a publication for lab manager

🏢New England Real Estate Journal, a publication for those involved in the RE industry

Results

  • Coverage appeared in industry publications read by SelecTech’s target audiences, including lab managers, healthcare professionals, architects, and construction decision-makers.
  • Earned media coverage provided third-party credibility that supported SelecTech’s SEO initiatives and pay-per-click campaigns. Prospective customers searching online found more than advertising and promotional materials. They discovered independent coverage that positioned SelecTech as a subject matter expert.
  • Repurposing – The articles and media placements also generated valuable content for SelecTech’s social media channels and email marketing efforts. SelecTech publishes both an ESD newsletter and a laboratory-focused newsletter twice per month, creating ongoing opportunities to share and repurpose insights from earned media coverage

Conclusion

Following this program, SelecTech continues to make progress in the lab and cleanroom industry. SelecTech President Thomas Ricciardelli chairs flooring committees for the ESD Association and SEFA. These committees are drafting testing standards for flooring in healthcare and lab settings respectively. The PR campaign undertaken by PR Works has been a contributing factor to developing SelecTech’s reputation as a subject matter expert.

“PR Works gives us a consistent professional face to the public with original content that we use for our website, blogs, email campaigns and press releases. This has helped us build both a strong brand as well as a strong internet presence, which in turn helps drive sales and profits.”

–Thomas Ricciardelli, president, SelecTech, Inc.

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