Challenge
National City, a leading financial institution, was looking to leverage its commitment to the community and desire to help children in need in Chicago and Illinois. The bank's two key community-based initiatives, the Children's Champion Award and Community Appreciation Week, in the hands of skilled PR professionals at KemperLesnik, offered possibilities for visibility as well as positive impact on the community.

Our Solution
Blending our dual expertise in PR and sports, KemperLesnik built a media relations campaign around National City's Children's Champion Award and Community Appreciation Week initiatives. The strategy featured the Kids Count Awards Dinner, press opportunities to meet the Children's Champion Award winner and finalists, and bank employees getting a day off to volunteer at a community project that involved the participation of former Cubs star second baseman Ryne Sandberg, a beloved Chicago sports personality. The team also produced, leveraged and publicized a video that captured the entire effort.

Results
This very effective visibility campaign used unique communications techniques to spread word-of-mouth among employees, customers and prospects, and to stimulate traditional and new media coverage of National City and its initiatives. The campaign produced nearly 10 million in combined print, TV and radio media impressions. Of the more than 50 placements secured, four were broadcast television segments in major markets.