The numbers don't lie. A large percentage of today's teens graduate without an understanding of how to properly manage their own finances. As a result, in 2009, we kicked off H&R Block Dollars & Sense: a comprehensive initiative to help high school students learn the essentials of financial fitness -- like how to manage a debit card, balance a budget, save money and avoid debt. The program was launched with a mix of marketing communications tactics: satellite media tour, print advertising, media relations and a website.
While collaborating with an integrated marketing team, my job was to lead media relations for this campaign. I was responsible for writing media materials, pitching broadcast and print journalists and making sure Dollars & Sense is in the news. I also developed key messages, so that H&R Block executives can comfortably give TV interviews and flew to New York City to guide journalists covering the campaign launch there.
In 2010, Forbes named H&R Block Dollars & Sense one of best cause campaigns, along with the Pepsi Refresh Project and (Product) Red
This ad appeared in USA Today when we launched the program in October 2009
Media relations efforts resulted in solid coverage of the program kick off, generating more than 10 million impressions