When GRAIL, an innovative healthcare company dedicated to early cancer detection, planted roots in North Carolina’s Research Triangle Park (RTP), it trusted Largemouth to generate brand awareness and drive employee recruitment efforts around the opening of its new, state-of-the-art facility. Largemouth worked collaboratively with the corporate team to increase visibility for the company, its mission and available career opportunities in the region. The Largemouth team’s knowledge of not only the local media landscape but also local industry and business organizations helped foster connectivity that aligned with the client’s overall media and community relations objectives.
Local campaign raises awareness for Grail’s new healthcare facility
Making its local mark
Challenge
Ideas
Largemouth leveraged GRAIL’s efforts to hire hundreds of employees for its new Durham facility as a compelling reason for media to cover the company and its growing visibility in North Carolina. The team oversaw all media opportunities from start to finish, including coordinating and staffing interviews, developing talking points and preparing spokespeople.
Additionally, Largemouth presented recommendations to engage with professional organizations, chambers of commerce, regional universities and other community groups. Campaign deliverables included sponsorship recommendations, advertising opportunities and social media content associated with the hiring effort to support recruitment.
Impact
Capitalizing on its extensive work with Triangle area media, Largemouth secured coverage across a variety of key media outlets ranging from broadcast spotlights with CBS and NBC affiliates to business publications, newspapers and podcasts. GRAIL’s hiring-focused PR program generated more than 8.9 million media impressions and hundreds of social media engagements per post.
8.9
million media impressions
