The Opportunity:
Oakmont Management Group is a leader in retirement living and manages a portfolio of 35 luxury senior living communities across California and Las Vegas under the Oakmont Senior Living brand. Oakmont was one of the first senior living providers to plan and implement successful on-site COVID-19 vaccine clinics in early 2021. The vaccination story presented an opportunity to communicate Oakmont’s high standard of care and its successful, coordinated approach to keeping residents safe during the pandemic.
The Solution:
With a vaccination clinic planned on Valentine’s Day at Oakmont of San Jose, (W)right On identified a long-married resident couple who would receive their final coronavirus vaccines together on February 14. We packaged the couple’s love story into a compelling written pitch for Bay Area news outlets as well as a press release highlighting the company-wide approach to vaccinating its residents.
In order to increase opportunities for coverage, the agency also arranged for its own videographer to shoot the Valentine’s Day vaccination event and create a short B-roll package that could be provided to TV stations and media unavailable to cover the story.
The Results:
The combination of a timely and touching news story tied to the holiday and the excitement around vaccines finally being administered proved to be a home run. Every TV news station in the Bay Area broadcast the story.
- Coverage on every Bay Area news station
- 21 total minutes of airtime
- A feature story in two major daily newspapers
- 17 total pieces of coverage
- Broadcast reach of 1.18 million
- Online reach of 17 million
- 3,000 instances of social media engagement
Our efforts earned us an honorable mention for Ragan PR Daily Best Pitch! Click here to find out more about our healthcare and life sciences practice.
Grant Wright
Corie Fiebiger
Shae Geary
Roman Lukjanenko
Phelan Riessen
Katrina Early
Hamish Marshall