CASE STUDY:
“Yes, We Can!” Proclamations, Press, Politicians… and the Grand Opening of WeeZee World of “Yes, I Can!”
Summary: New Business Launch – WeeZee World of “Yes, I Can!” Westchester’s First Indoor Playspace
Client Situation
Westchester’s first indoor sensory play space and the largest facility of its kind in the country, WeeZee… World of Yes I Can launched in Chappaqua, NY to become a mecca for parents and children in Westchester County, where its vibrant setting popped with color and a feeling that magic was in the air and anything was possible – Yes, I Can!
An indoor play space featuring an innovative design, state-of-the-art equipment, and spanning almost 16,000 square feet, WeeZee offered a host of highly engaging, interactive, and imaginative sensory experiences in a safe, supervised environment with special programs available for children with autism. The 35 different elements of training equipment — designed to strengthen nervous system conduction in a way that improves academic performance, athletic coordination and social connections in children of all ages — included a Rainforest & Storm Zone (tactile water/wind experience), Reaction Training & Sports Enhancement Stalls (hand-eye coordination), a Vibration Station (core stabilization), a Cyber-action Floor (anticipation in movement), a Fiber Optic Light Room (visual optimization), and a state of the art Music Room (fully-equipped sound studio with karaoke room). It was truly a fantasy world!
DDRPR was selected for its expertise in launching innovative brands and shaping strong, impactful narratives. Tasked with creating buzz, driving memberships, and building relationships with key influencers in the medical and parenting communities, DDRPR developed and executed a comprehensive launch and media relations strategy that ensured WeeZee gained the visibility and credibility it needed to succeed.
Challenges & Objectives
- To create a niche for WeeZee that’s all its own – an extraordinary play environment that offers children opportunities and experiences that can’t be found anywhere else.
- To promote WeeZee as more than an indoor play center/kids gym – unlike any Gymboree – an explanation for its higher priced membership cost and admission fee.
- To introduce WeeZee to Westchester and Hudson Valley families en masse, in particular families that include a child with sensory disorders – but still emphasizing that WeeZee can be enjoyed, experienced, and extremely beneficial for “neutrotypical” children as well.
- To establish relationships with key influencers on behalf of WeeZee – pediatricians, doctors, autism experts, etc. in order to encourage referrals.
- To emphasize WeeZee’s child drop-off features in order to increase its appeal to parents who desire child care support.
- To generate interest in monthly memberships, passes, programs, and activities at WeeZee
DDRPR Strategies
- We created a major blockbuster Launch event with a News 12 anchor as Emcee; An impressive list of attendees included the Westchester County Executive, Westchester County Department of Health Commissioner, elected officials, celebrities, other notable guests, media, etc.
- We requested official County, State, and National proclamations from elected officials for a nationally-recognized day associated with WeeZee’s Grand Opening – “National Sensory Awareness Day”
- We implemented a highly impactful Media Relations Campaign building on the momentum and excitement generated by the Grand Opening event.
DDRPR Action
- Intensive publicity focusing on letters and proclamations received from: President Bill Clinton, Senator Charles Schumer, Senator Susie Oppenheimer, Westchester County Executive Robert Astorino, as well as many Legistators, Assemblymen and New Castle Town Supervisor Susan Carpenter.
- Meetings with key Westchester County pediatricians, such as Dr. Peter Richel, and medical directors, such as Dr. Scott Hayworth, director of Optum (formerly the Mt. Kisco Medical Group) – leading to materials and information placed and available in doctor’s offices and medical centers.
- A stream of high-quality press releases and features were developed focusing on WeeZee’s range of programs and activities.
- Business feature stories were placed in business media, focusing on WeeZee’s founder, Louise Weadock, a child psychiatric nurse who has been researching sensory disorders for 30 years
- Feature stories and guest columns, including those focusing on Play and Learning Through the Five Senses, Sensory Learning – Key to Child Learning and Development, etc.
DDRPR Impact & Results
An intensive media relations campaign resulted in the placement of quality features and bylined columns in The New York Times, on WABC-TV, CNN, News 12 and in target Westchester-based media including Westchester Magazine (Louise Weadock was profiled as one of five health leaders in Westchester County), Westchester Business Journal, The Journal News, etc.
