Client: Special Needs Alliance
Project Focus: Strategic Planning, Marketing, Advertising, Web Development, Media Exposure
Challenge - The Special Needs Alliance is a national, invitation-only network of attorneys dedicated to special needs advocacy and estate planning. Many SNA attorneys know the emotional and financial challenges that confront an individual with special needs firsthand, having siblings or children with special needs. Based upon the alliance’s passion for advocacy in this area, and its relative anonymity nationally, Russell Public was tasked with providing public relations support designed to bring the work of the SNA to bear on a broader audience while reinforcing its core mission.
Our Approach - The agency recommended affirming the alliance’s commitment to advocacy by reorganizing as a not-for-profit entity. To further enhance the image and services of the SNA, Russell Public proposed an overhaul of the alliance’s Web site. Based upon the reputation and expertise of SNA member attorneys, it was the agency’s goal to position members as points of contact for regional and national media outlets on topics ranging from estate planning for individuals with special needs to social issues such as public education funding for students with special needs.
Results - In 2007, the Special Needs Alliance reorganized as a non-profit, a move that drew national and international media attention. A more cohesive and user-friendly SNA Web site was also launched in 2007. Russell Public secured exposure in outlets such as Forbes, AOL Money News, The Houston Chronicle, and Yahoo Finance. SNA leaders were also featured in the national publication The Autism Perspective.
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