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First Union Corporation

Challenge

To establish media coverage positioning First Union Corporation at the forefront of educating our youth.

First Union had established a program called First & Goals, in which 7th graders would be rewarded for improving their math scores and good attendance. Al Rothstein Media Services, Inc. was retained to tell the story through the news media, reaching out to parents of school students, other potential First Union customers. We were also asked to secure coverage for the First Union First & Goals Year-End celebration, when the awards were given out to the students.

Process

For the initial coverage, we researched the students who were most dramatically improving their grades, and made them, their parents, teachers, prinicpals and First Union volunteers available to the media.

Al Rothstein Media Services, Inc. also developed two corporate videos demonstrating the excitement and emotion of the First & Goals program, showing students who succeed in dramatically improving their grades and the terrific pride of First Union volunteers. The purpose of these videos is for First Union to recruit teachers for First & Goals each year.

Results

Every local TV station and three local newspapers have covered this event for the past several years, including live interviews with First Union Executives showing them as the caring, involved members of the community that they are. For the Year-End Celebration we have secured a relationship between First Union and a local TV station, with the station becoming an event sponsor, virtually guaranteeing media coverage. The TV station’s sports director has become master of ceremonies of the event. This event has been such a success for both the station and First Union, the sponsorship has been renewed each year.