Public Relations

15-LOVE

RAISING THEIR GAME.

Started in Albany in 1990 with the help of tennis legend and humanitarian, Arthur Ashe, 15-LOVE - a free, year-round program of the Capital Region Youth Tennis Foundation - had a public perception problem.

Board members at 15-LOVE, which uses tennis as a medium to reach its greater goals of promoting multicultural relationships, good health, fitness, education and family interaction, believed that Capital Region residents didn't appreciate its full scope of services.

The organization chose to team up with Rueckert Advertising & Public Relations.

PUBLICIZING THEIR WHOLE MISSION.

We started the public education process by writing and designing a colorful overview brochure that not only talked about 15-LOVE's well-established tennis-related initiatives, but also addressed the myriad of off-court programs (i.e. Book Power Club, Scholastic Hall of Fame, Essay/Arts Contests and a College Assistance Program, etc.) that are available primarily to children from the inner city. The look and design of the well-received brochure was then carried over into other communications materials, including the organization's 2002 annual report sent to participants, contributors, potential donors and other stakeholders.

Then, to help the general public become more familiar about the group and its extensive offerings, we launched an aggressive 12-month public relations program that included regular press releases, story placements about many of the program's more successful participants, as well as radio and TV interviews.

To take our message even further on a limited budget, we also searched for partnerships. 15-LOVE participated in the Health & Fitness Expo held in conjunction with the annual Freihofer�s Run for Women, which is attended by more than 20,000 participants and spectators. Kids lined up around the corner at the Empire State Plaza to try their strokes on a mini tennis court, while also learning about 15-LOVE�s off-court programs. Radio Disney, the Capital Region�s newest station targeted toward kids ages 6-11 and their parents, also agreed to run more than 100 PSAs promoting 15-LOVE and its popular end-of-summer Jamboree.

A SMASHING SUCCESS.

With sharp-looking collateral materials and stepped up media coverage (The Gazette, Schenectady's main daily paper ran a front page feature on the group, while WNYT-13, Albany's NBC affiliate, featured a three-minute segment on the organization's diverse mission), 15-LOVE was able to make a positive impact on the lives of 1,325 local youngsters in 2002 � an all-time high. These kids not only discovered the joys of tennis, but also the importance of education, good health and positive values.