Cal Ripken, Sr. Foundation: Youth Development Parks

Market-to-Market Media Relations

Background

The Cal Ripken, Sr. Foundation is partnering with communities across America to design and facilitate the creation of Cal Ripken, Sr. Foundation Youth Development Parks. These multipurpose, synthetic turf, low-maintenance facilities are designed to provide a cohesive recreational and educational experience for children, particularly in at-risk communities.

Many urban ball fields have experienced decades of abuse and neglect. Fields have become overrun with trash and are frequently used as a market place for various forms of criminal and delinquent activity. In 2011, The Cal Ripken, Sr. Foundation set a goal to complete 50 Youth Development Parks in five years, to be shared with youth-serving organizations providing a safe place for kids to play and learn.

Strategy

For each Youth Development Park project, Maroon PR develops a unique media relations strategy within each market. Whether it is a large metropolitan city, or a local township, the goal is to distribute information about the projects to the right media members, control the message and garner positive attention for the Cal Ripken, Sr. Foundation and its partners. Our approach isn’t to just issue press releases. We conduct research, manage exclusive stories for different aspects of the project to select media, and facilitate media tours as well as press events when applicable.

In some cities, our team manages local media tours with Cal Ripken, Jr., government officials and project spokespeople to bring the news to the press. By booking in-studio television or radio interviews, and setting up private interviews with print/online reporters, it makes it much easier for the media to cover the news and helps form stronger relationships.

Results

The Youth Development Park initiative has become one of the Cal Ripken, Sr. Foundation’s primary programs with completed projects in cities such as Aberdeen, Md., Baltimore, Md., Bridgeport, Conn., Fredericksburg, Va., Houston, TX, Los Angeles, Calif., Minneapolis, Minn., and Springfield, Mass. Maroon PR has successfully garnered media attention in every market, as well as nationally.Partners of each project have been happy with the coverage they have received, in conjunction with the Ripken Foundation. The organization’s brand is now recognized on a national level, and the Cal Ripken, Sr. Foundation has been able to attract new partners and interest from officials seeking to bring a Youth Development Park to their city in order to provide at-risk youth with a safe place to play.

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Media Placements

News Segment