Krupp Kommunications Community Relations Campaign

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Company: Krupp Kommunications, New York, NY
Company Description: Krupp Kommunications (K2) was established in 1996 by former television producer, Heidi Krupp and with an award-winning approach, provides services to some of the world's most influential change leaders and brands (Dr. Wayne Dyer, Tony Robbins, Ann Taylor, Weight Watchers, Gaiam, and more). All of these clients have a common focus--inspiring people to experience happier and more fulfilling lives.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Relations

Nomination Title: Inspiring Those In Need – From Eating “Disorders” to “Eating Recovery Day” / Eating Recovery Center

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

In August 2015, Eating Recovery Center (ERC)—the nation’s largest network of eating disorder clinics—solicited the help of Heidi Krupp-Lisiten and Krupp Kommunications to create an innovative public relations campaign that would elevate the brand, demonstrate its value to those most in need, and drive patient referrals. Through a deep discovery process, Heidi and the team identified that ERC’s competitors were primarily focused on reactive media inquiries (generally pop-culture driven, e.g. when celebrities sought treatment) vs. proactively creating stories that highlight leadership, hope and available resources. They also identified that as a result of this model, the industry fueled mainstream media’s focus on eating “disorders” instead of the outcome that would help those suffering: “recovery.”

The K2 team, with Heidi’s leadership, realized this was an opportunity to shift the focus and the cultural dialogue—just as cancer organizations celebrate survivors, ERC would bring to light the stories of those who have achieved lasting recovery. With these insights, K2 created a year-long media relations campaign focused on generating media coverage that brings this focus to life, culminating with a special event and holiday created with ERC, called “Eating Recovery Day.” This day was created to celebrate these stories, and send a direct message to those who are in need of medical treatment and care that ERC is there to help, and has the expertise and resources to address these diseases, no matter the severity.

“Eating Recovery Day” led with a major media event in New York City, featuring ERC’s new “Recovery Ambassador secured by K2, “Full House” actress and “The View” co-host, Candace Cameron Bure. Bure previously suffered from Bulimia and, through education by ERC/K2, now endorses ERC for anyone needing treatment. She was joined by two ERC alumni, and clinical staff, to speak on the state of eating disorders. However, this concept of “Eating Recovery Day” also went beyond PR, led by this team, helping rally ERC staff and inspiring them to create a range of activations across the marketing mix. These included a viral campaign with #EatingRecoveryDay, social influencer endorsements, regional toolkits and even a t-shirt design contest with current patients depicting their hope for “Recovery.”

Results included more than 650 million media impressions, which helped initiate this shift in cultural dialogue, which included placements and interviews with a range of outlets including Entertainment Tonight, People, Glamour, Cosmopolitan, and Good Housekeeping among many others. They also included a wide range of regional TV segments in ERC’s key markets.

Together with ERC, Heidi and the K2 staff have been able to shift focus and media discussion, to bring ERC’s expertise and resources to consumers and prove to those suffering that they don’t need to give up hope, and that ERC has resources and experts ready to help them at any time.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Described by Bella NYC Magazine as being “passionate, energetic, and full of life,” K2’s founder and CEO, Heidi Krupp-Lisiten has become recognized as an industry leader who works closely with her clients to develop innovative 360-degree brand platforms designed to engage consumers, excite media, drive awareness, and most importantly, deliver quantifiable business outcomes.

After earning a Bachelor’s degree in journalism and communications from Ohio University, Heidi moved on to play an integral role at ABC News 20/20, amassing an impressive string of production and publicity credits (including her first publicity credit for her work with Barbara Walters).

Heidi is a Pittsburgh, Pennsylvania native who now resides in New York with her husband, Darren, their son, Caden, and beloved yorkie, Isaac.