CASE STUDY
JASA Reputation Management & Thought Leadership
The Challenge
JASA is the go-to agency serving older adults in New York City, providing critical services to over 40,000 people annually. During the COVID-19 pandemic, JASA provided life-sustaining care across its various service arms, ensuring the safety and needs of its clients and staff. TASC was charged with elevating JASA’s brand reputation during this time and securing thought leadership opportunities within the media.
Our Strategy
Our strategy focused on strengthening and promoting JASA’s existing thought leaders and programming experts during the crisis. The goal was to shine a light on the issues facing older adults during the outbreak while also pointing to JASA’s legacy as one of the most trusted and innovative agencies serving this population. We consistently worked to keep JASA abreast of the shifting landscape of the crisis, preparing them to speak to best practices and respond appropriately given the constantly changing nature of the pandemic and the media market. We worked to create the necessary balance between promoting its critical work during this time and striking the proper tone in our media outreach. In order to paint the full picture of this crisis and its impact, we employed JASA spokespersons at three levels: organizational leadership, personnel and staff providing services on the ground and seniors impacted by COVID-19 who received and relied on JASA support services. Our strategy was aimed at illustrating the real-life impact of JASA’s work and responsibly elevating its brand and thought leadership.
Results
We were successful in highlighting JASA’s critical efforts during this difficult and unprecedented crisis. TASC secured placements in several national and local media outlets, including several stories in The New York Times, The Harvard Political Review podcast, The Jewish Week and BKLYNER. The press coverage generated over 205,656,750 media impressions for the organization, solidifying JASA’s reputation as a thought leader. But more importantly, the needs and vulnerabilities of seniors during this crisis became the focus of the media attention that TASC generated on JASA’s behalf.
MEDIA COVERAGE
