Delta Dental

Challenge

Delta Dental of California supports nonprofits across the country that offer services to underserved communities including rural areas, older adults, and minority communities, through their Delta Dental Community Care Foundation. Wanting to spread the word about the foundation’s grants, they came to Slice Communications for public relations support. Our team sprang into action and developed a strategy to earn media attention within the 15 states and Washington DC, where the grant recipients are located.

Insight

Slice’s strategy team developed a strategic roadmap to best highlight Delta Dental’s grants across the United States. Since this is a nationwide campaign, we created custom messaging that appealed to targeted reporters, editors, producers, and their audiences in different states.

Our tenacious team of PR experts researched media outlets, reporters, and editors based on their interests and beats to create effective media lists to earn coverage within Delta Dental’s target markets.

Moving into phase two, Slice worked with Delta Dental to target the top 30 recipients in three tiers. As this campaign continues to unfold, we remain in close contact with our client and the grant recipients to create custom press releases that were and are being circulated to specific members of the media. We are able to rely on relationships our team has built over the years while conducting professional and persistent follow-up to ensure that Delta Dental continues to receive the coverage they deserve.

Success

This effort has resulted in online, print, and televised coverage of Delta Delta’s grants, including interviews with their vice president of foundation and corporate social responsibility. Halfway through the four-month campaign, Slice’s team of public relations experts was able to surpass the project goals. In its completion, we were able to secure placements across the nation from Buffalo, NY, to Selma, AL, to Los Angeles, CA, and everywhere in between reaching over 11 million individuals with a circulation of 240,000+ across all publications.