Freedom Is Not Free
Objective
Freedom Is Not Free, a non-profit organization, raises money for wounded vets through events, selling merchandise such as wristbands and shirts, as well as donations.
The idea of putting Recon Marines into a calendar was the brainchild of Jean Hammerslag, who serves on the board of Freedom Is Not Free. The project was near completion with the final product ready to sell, when INK received a call to arms and media coverage was the weapon.
Many lives could be affected in a positive way with a successful launch of the 2007 "American Heroes" Recon Calendar.
INK gladly took on the project, understanding the time constraints and challenges that might occur due to political sentiment surrounding the war in Iraq. INK had to work fast since one key opportunity for garnering coverage, September 11th, had passed.
The idea of putting Recon Marines into a calendar was the brainchild of Jean Hammerslag, who serves on the board of Freedom Is Not Free. The project was near completion with the final product ready to sell, when INK received a call to arms and media coverage was the weapon.
Many lives could be affected in a positive way with a successful launch of the 2007 "American Heroes" Recon Calendar.
INK gladly took on the project, understanding the time constraints and challenges that might occur due to political sentiment surrounding the war in Iraq. INK had to work fast since one key opportunity for garnering coverage, September 11th, had passed.
Strategy / Tactics
INK planned and devised a publicity campaign that would focus on a Beefcake Calendar where 100% of the proceeds went to the cause of helping wounded veterans returning from Iraq.
They were not just models who talked about being in a calendar, they were Recon Marines who resembled models. Each of them was an advocate for the cause who could talk passionately about the men and women they were helping.
INK's media outreach was timed to coincide with the release of the movie "The Marine," the upcoming Veteran's Holiday, and Holiday Gift Guides, in addition to securing a number of calendar signings at Barnes & Noble.
INK kicked off it's publicity campaign by sending out the calendar with a press kit using its "Top 10 American Hotties" and "Beefcake Calendar" pitch. Interests from major networks were coming fast. INK decided a media tour would be the best way to handle multiple interviews in New York with the major networks, securing interviews for the Recon "McDreamies" featured in the calendar with The Today Show and Inside Edition followed by their appearance on Neil Cavuto's Your World.
The calendar signing targeted hometowns of the Recon Marines featured in the calendar.
Lastly, INK targeted holiday gift guides as well as national TV. Regis and Kelly featured the calendar in their segment of calendar reviews raising contributions for worthwhile causes.
They were not just models who talked about being in a calendar, they were Recon Marines who resembled models. Each of them was an advocate for the cause who could talk passionately about the men and women they were helping.
INK's media outreach was timed to coincide with the release of the movie "The Marine," the upcoming Veteran's Holiday, and Holiday Gift Guides, in addition to securing a number of calendar signings at Barnes & Noble.
INK kicked off it's publicity campaign by sending out the calendar with a press kit using its "Top 10 American Hotties" and "Beefcake Calendar" pitch. Interests from major networks were coming fast. INK decided a media tour would be the best way to handle multiple interviews in New York with the major networks, securing interviews for the Recon "McDreamies" featured in the calendar with The Today Show and Inside Edition followed by their appearance on Neil Cavuto's Your World.
The calendar signing targeted hometowns of the Recon Marines featured in the calendar.
Lastly, INK targeted holiday gift guides as well as national TV. Regis and Kelly featured the calendar in their segment of calendar reviews raising contributions for worthwhile causes.
Results
Their appearance on Cavuto flooded the FINF site with orders for calendars; the phones were on fire with generous donations. Additional media coverage:
• MSNBC
• FOX Big Story Weekend
• Associated Press
• The Los Angeles Times
• Chicago Sun Times
• New York Daily News
• The London Times
• Over 200 local newspapers
• Yahoo! News making the cover of the calendar the most viewed and e-mailed photo of the day.
• Kansas City Star
• KCTV 5
• Over 50 local and national radio interviews including Broadminded on XM Channel 155
• Regis & Kelly
• In Touch Weekly
• Nuevo Vale
• People Magazine
• Complete Woman
• Putnam and InTown Magazines
• Lets Make a Deal
• MSNBC
• FOX Big Story Weekend
• Associated Press
• The Los Angeles Times
• Chicago Sun Times
• New York Daily News
• The London Times
• Over 200 local newspapers
• Yahoo! News making the cover of the calendar the most viewed and e-mailed photo of the day.
• Kansas City Star
• KCTV 5
• Over 50 local and national radio interviews including Broadminded on XM Channel 155
• Regis & Kelly
• In Touch Weekly
• Nuevo Vale
• People Magazine
• Complete Woman
• Putnam and InTown Magazines
• Lets Make a Deal
Awards
