The Challenge
The Warwick Valley Local Development Corporation (WVLDC) was established in June 2011 in Warwick, New York for the purpose of purchasing the former site of the Mid-Orange Correctional Facility outside of the town so that it could be converted into what has recently become the future site of the Warwick Valley Office & Technology Corporate Park. The development of the Corporate Park will facilitate the creation of hundreds of new jobs, economic development in the Town of Warwick, and land preservation in the area of the proposed facility. When the Warwick Valley LDC announced its purchase of the property, AJ Ross Creative Media assisted the organization with its marketing and public relations efforts in order to ensure the maximum effective exposure for its initiative.
The Solution
AJ Ross provided the WVLDC with extensive marketing and PR services concurrent with its purchase of the new facility. The team at the agency included Allan Ross, President, Carlos Vega, Creative Director, Victor Lago, Account Manager, and Kristin Jensen, Copywriter. The services provided by the agency included:
-Production and distribution of all marketing materials, including website
design, a new logo (seen above), brochures and outdoor roadside signs
Preparation for a press conference held on Thursday, March 6, announcing the acquisition of the property to the media and press. Services for this included:
– Phone calls to all local major media outlets, including the
Times Herald-Record, YNN, and Mid-Hudson News
– Phone calls to governmental entities and elected officials, including
the Orange County Industrial Development Agency, Congressman
Sean Patrick Maloney, Orange County Executive Steve Neuhaus, and
Mayor of Warwick Michael Sweeton
– Preparation of a media advisory and a press package for
all attending members of the press
– Coordinating logistics of the entire press conference by
greeting attending officials and members of the press
– Writing the remarks of Warwick Mayor Michael Sweeton
that were given at the conference
– Writing a press release that was distributed to all local
major media outlets following the conference
The Results
Approximately 95% of the invited press attended the event, which consisted of over 70 people in total. The conference was the cover story in the Times Herald-Record the next morning, and was also featured as a lead story on YNN and Mid-Hudson News. Maureen Hallahan, President and CEO of the Orange County Partnership, was quoted as saying, “This was the best press conference I have ever been to in my ten years of being President of the Orange County Partnership.”
AJ Ross was successful in marketing the property acquisition to the press and public through an event that was well-attended and well-publicized. As a result, the press gave sufficient attention to the issue, highlighting the efforts of the Warwick Valley Local Development Corporation in creating jobs and developing the economy of the surrounding area.