Rochester's Newest Marketing Solutions Firm Hits Home Run on First At Bat

(ROCHESTER, NEW YORK) The Joshua Company delivered a solid hit for CompassCare Pregnancy Services in a marketing and public relations initiative that broke on August 1st. CompassCare is the new name for Crisis Pregnancy Services that previously offered hot line" and in-office counseling to women who faced an unplanned pregnancy. The non-profit agency embraced a new model that includes medical care and social care services; the first of its kind in New York State. It turned to The Joshua Company to launch the new service model.

The Joshua Company
14 Thoroughbred Trail
Penfield, New York 14526
585.670.0405
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Rochesters Newest Marketing Solutions Firm Hits Home Run On First At Bat

(ROCHESTER, NEW YORK) The Joshua Company delivered a solid hit for CompassCare Pregnancy Services in a marketing and public relations initiative that broke on August 1st. CompassCare is the new name for Crisis Pregnancy Services that previously offered hot line" and in-office counseling to women who faced an unplanned pregnancy. The non-profit agency embraced a new model that includes medical care and social care services; the first of its kind in New York State. It turned to The Joshua Company to launch the new service model.

The whole campaign began with focus groups to test a new name for the services," explained Joshua Company Executive Vice President Rich Ronald. The phrase CompassCare suggested all around care," compassion and caring" and a new direction in care," three descriptors that are important to our client."

The Joshua Company then created and implemented a launch campaign that included traditional public relations initiatives and advertising buys with a unique addition. CompassCare Sunday is the icing for the campaign," Ronald said. Our goal was to get 50 churches in the greater Rochester area to agree to a bulletin insert and show a three minute video that we produced for the launch. We ended up with over 100 churches participating from all different faiths." Local print, radio and TV news outlets also picked up the story.

The tone of the campaign is untraditional for this type of non-profit agency. The women and men who utilize our services are younger and require a more direct approach," said CompassCare President Jim Harden. The whole creative effort gives us the substance and style that is breaking through the clutter and helps reach both our client and donor bases," he added.

The Joshua Company pulled together many creative resources for this initiative. Westley Associates provided print and outdoor ads. Frontline Advertising delivered testimonial radio spots. Corwin Marsh assisted on copywriting and LaBarge Media produced the promotional video and captured B-roll footage for TV news outlets. The CompassCare staff provided vision, direction and dedication to make this project succeed. It was a true team effort," Ronald said. The results speak for themselves."

The Joshua Company was established in March 2002 after Ronald left Rochester-based Lucid, Inc. The company focuses on marketing, branding and product launch initiatives for medical device, pharmaceutical and healthcare clients. For more information go to www.joshuacompany.com or www.joshuacompany.biz.

For more information contact:
Rich Ronald
The Joshua Company
585.670.0405
www.joshuacompany.com
www.joshuacompany.biz