SUMMARY
For more than 50 years, the Westchester Institute for Human Development (WIHD) has played a critical role in the lives of children and adults with disabilities. Centrally located in Valhalla, New York on the campus of the Westchester Medical Center and New York Medical College, WIHD is dedicated to serving children and adults with disabilities (Autism Spectrum Disorder, Down syndrome, Cerebral Palsy; and neurological, metabolic and cognitive disabilities, as well as hearing problems and speech/language delays). WIHD also works with children in family foster care, with foster and birth parents, and with sexually-abused children. WIHD’s services, which often follows a child throughout his or her lifespan, includes comprehensive medical and dental care programs, and education and support services.
The organization serves over 6,000 individuals and their families annually throughout Westchester and in counties in the lower Hudson Valley region and beyond. Although WIHD plays a crucial role in the lives of so many, its name recognition has remained quite low.
OBJECTIVES
- To “introduce” WIHD as a treasured resource, relatively unknown in its location in Westchester and its reach to the entire Hudson Valley region
- To create awareness of WIHD’s far-reaching services including its Regional Center for Autism Spectrum Disorders and the Children’s Advocacy Center
- To generate public interest in making charitable donations to WIHD
STRATEGIES
- To develop a media relations campaign that generates placements about WIHD and
its wide range of services - To generate attendance of potential donors and politicians at WIHD’s launch events for new programs including the Children’s Advocacy Center, the Regional Center for Autism Spectrum Disorders and the Hudson Valley Special Education Parent Center
TACTICS
- Intensive publicity focusing on the participation of local politicians including Senator Nick Spano and Senator Susie Oppenheimer in the recent openings of the Children’s Advocacy Center, the Regional Center For Autism Spectrum Disorders and the Hudson Valley Special Education Parent Center
- Intensive efforts to generate media attendance at these opening events
- DDRPR photography of all events, and then captioning these photos for placement in target media
- Brochures and publications designed and written by DDRPR to offer graphic detail
- Press releases focusing on each of WIHD’s most “popular” services including specialized dental care for people with disabilities, living with autism and Assistive Technology.
- Feature stories about WIHD and its CEO who also lives with a disability
- Feature stories and guest columns, including those focusing on:
- “New Technology Available To Improve The Lives of People With Special Needs” “Children With Special Health Care Needs Need Special Dental Care”
- “A New Era of Hope & Healing Launched In Westchester County”
- “Moving Forward: Autism and Your Family”
- “Re-Finding Your Voice At The Voice Center”
- “Success At School For Parents of Children With Special Needs”
RESULTS
This intensive public relations campaign resulted in the placement of features and bylined columns in target Westchester-based media including the Westchester Business Journal, Westchester Magazine, The Journal News, News 12, WABC, etc. In addition, this year’s “Ask” Breakfast event for donors resulted in a much-increased donation rate.
