Playground cleanup helps Recall build morale, profile

In choosing New Orleans as the site of its annual sales meeting, information management services provider Recall "wanted to give back economically to an area that had suffered some damage," says John Walker, Edelman SVP. "In doing so, it would instill good will upon the business community as a good business partner."

In choosing New Orleans as the site of its annual sales meeting, information management services provider Recall "wanted to give back economically to an area that had suffered some damage," says John Walker, Edelman SVP. "In doing so, it would instill good will upon the business community as a good business partner."

Strategy

Recall worked with Edelman to not only engage employees, but also to make a name for itself in the market. "We wanted to do something that would have a lasting impact on the city," says Marilynn Mobley, SVP at Edelman. Once the project was selected - cleaning up Taylor Playground, which was hit hard by Hurricane Katrina - Jason Howard, then Recall's marketing director, says corporate goals became secondary. "The first thing was, we're going to make a difference in the lives of these kids," he says.
 
Tactics

Recall partnered with Tulane University Hospital & Clinic, a division of Recall client HCA. The company engaged all 200 employees who were at the meeting, as well as recruited volunteers from the city recreation department, the hospital, and the sheriff's office. The team also secured the participation of Barbara Lacen Keller, president of the Central City Neighborhood Association, and notified local media.

Results

The event garnered coverage on Fox, CBS, and NBC affiliates, as well as the AP, New Orleans CityBusiness, and People. It also helped raise Recall's profile in the area, Howard says. But perhaps the greatest benefit was to employees. "You could not have imagined the level of pride [among employees]," he says. "It was amazing to see the impact it had on morale."

Future

Edelman continues to work with Recall and is looking at furthering its relationship with the playground.

PR team: Recall Corp. (Atlanta) and Edelman (Atlanta)

Campaign: Taylor Playground Cleanup

Duration: July 2006

Budget: $10,000

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