Company: MWW, East Rutherford, NJ
Company Description: MWW is one of the top ten global independent public relations firms and is known for its results-driven approach to public relations and "Aim High. Deliver" commitment to client service. MWW is a different kind of agency. Passionate, driven, highly experienced professionals with an entrepreneurial attitude, strategic thinking and flawless execution.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Non-Profit Organizations

Nomination Title: MoMath Ramps Up the Birth of MoMath

Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

There is widespread alarm in the United States about the state of our math education,” according to a New York Times op-ed. U.S. students rank 31st in math relative to the rest of the world. In an effort to stem the tide, create a new appreciation for math and improve our lagging worldwide performance, plans were begun in 2009 to establish the country’s first permanent math museum in NYC. MWW Group was hired twice by the founders to promote the concept locally and nationally. In early 2009, MWW Group was hired to publicize the founders’ Math Midway traveling exhibit, a precursor to the Museum of Mathematics (MoMath).

Then in February 2011, MWW was retained again to help accelerate fundraising and generate additional awareness around MoMath along with its Math Encounters Presentation Series. Thanks to our PR efforts and aggressive fundraising outreach by the Museum’s founders, $22 million has been raised to date (exceeding the original target of $18 million) and MoMath will open its doors in the fall of 2012.

Our primary objectives were to increase awareness and educate relevant audiences about the Museum of Mathematics and create an appetite for mathematics among New Yorkers (and others) as an appealing multi-faceted discipline.

Strategy was of top importance. By concentrating on the story of Glen Whitney, the Museum’s founder, we were able to bring the museum to life while focusing on his personal story. We were able to persuade several top tier journalists to do meaningful stories around each development – the speaker series, the announcement of new grants, securing the lease, the completion of architectural renderings – enabled us to entice additional journalists, and retell the story of the Museum.

To execute our strategy we decided to pitch the story of the Museum as an exclusive. We identified where we wanted our story to appear – the Greater New York section of The Wall Street Journal – and assembled a compelling pitch. That story, a full page with color pictures, generated massive interest in the Museum and broke the ice with dozens of other writers and producers interested in covering the Museum closer to its 2012 opening. Major stories followed in The New York Times, Associated Press and New York Post, among others.

To promote the speaker series, we reached out to local writers/producers in education, science, math, philanthropy, health, lifestyle, community, metro, sports, TV in addition to mom-bloggers. We secured notables as introducers including former Mayor David Dinkins and Fox’s Good Day New York co-host Greg Kelly.

Despite a modest PR budget, MWW Group’s PR efforts helped enable MoMath founders to reach well beyond their $18 million goal to $22 million. In addition, by effectively addressing local audiences, a core of support has been established.

Total impressions in 2011 have topped over 160 million. The notoriety brought to the Museum through repeated game–changing, full-page coverage in The Wall Street Journal and The New York Times, in addition to other stories, has set the stage for a successful opening in 2012.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

RUTH SARFATY

Executive Vice President, Head of Media Strategies – MWW Group

Ruth Sarfaty is a senior communications strategist with extensive marketing communications experience. Her 25 + years in PR, working in-house and at agencies for a wide range of companies in a multitude of industries, has given her a deep understanding of the PR business. Before joining MWW Group, Ruth worked as VP, Corporate Communications at AOL/Yahoo. Prior to, Ruth headed the consumer practice at Dan Klores Communications and was Vice President of Radio City Entertainment. Ruth holds a Masters in Journalism from New York University. She is on the Board of the Theatre Development Fund and Publicity Club in NYC.