Objective:

Abilities First pursued an engagement with Impact PR and Communications (IPR&C) to lead the launch of its buzz-worthy app, Abilibee, which was designed as a premier resource for individuals with intellectual and/or developmental disabilities, their families/caregivers and others who support them across New York State. Leading up to the app’s official launch in September, and over the months that followed, IPR&C’s diverse public relations efforts to market Abilibee, and build and foster relationships with local, consumer and industry media at a state-wide level made the app’s launch a sweet success, ultimately creating a hive of users and advocates.

Strategy:

To set Abilibee up for success, IPR&C:

• • Met with the Abilibee team to discuss goals, campaign objectives and next steps and to better understand the Abilibee app and its offerings and plan the app’s virtual launch party.
  • Created a comprehensive media list consisting of reporters and journalists throughout New York State, local outlets in each region and industry-specific publications.
  • Drafted and disseminated a press release to launch the app and conducted targeted follow up with media.
  • Pitched key reporters to secure media interest and interviews with the app’s creator, Marcy Handler.
  • Helped brainstorm ideas for the virtual launch party and assisted with writing event remarks, a run-of-show document, FAQs and with providing day-of support.
  • Populated community calendars to garner awareness about, and attendance at, the virtual launch party and invited the public to join the event.
  • Generated a social media content calendar for August through November that highlighted media coverage, the app’s launch and offerings, user testimonials and more.

Results:

As a result of a bee-yond successful five-month engagement, IPR&C achieved the following:

• A total of 62 secured placements with more than 9,143,884 total media impressions including news articles, calendar listings, social media content, newsletter mentions and client interviews.
• A successful app launch consisting of over 275 app users within the first month, which included 100 agency members, 21 self-advocates and 154 parent advocates from throughout New York State.
• Secured media coverage in various trade media outlets such as Able News, Disabled World, WebABLE, NYS Council on Developmental Disabilities social media, among others.
• Increased awareness of Abilities First resources and the Abilibee app, positioning the app for long-term success following the engagement.
• Coordinated and secured interviews with the ‘In Touch’ radio show and podcast on Townsquare Media, Able News, Spectrum News, and the Dutchess County Regional Chamber of Commerce “Hudson Valley Business Scene” radio show on 1450/1370AM and 98.5FM WKIP.
• Co-hosted a successful virtual launch party with hundreds of attendees throughout New York State.