Case Study - Leadership Maryland

Case Study – Leadership Maryland

Leadership Maryland


How to win media friends and influence people.

  • Branding
  • Public relations
  • Social media

Award of Excellence: Reputation/Brand Management — Public Relations Society of America Maryland
Award of Excellence: Story Placement  — Public Relations Society of America Maryland

Each year, Leadership Maryland strives to recruit a diverse class of 52 of the state’s best and brightest leaders—from all industries and corners of the state—into its professional development program. However, awareness for the program was down, especially in the under-served regions of the state.

Our 6-month, hyper-targeted PR plan included all-new branding, media coverage at regional Leadership Maryland events, local alumni success story pitches, and even personalized communication toolkits that gave the program’s more than 1,000 alumni the power to promote the program in their local markets.

The strategy secured more than 150 media placements in print and broadcast outlets throughout the state in just 6 months. Our ongoing efforts have led to continuous year-over-year increases in applicants, applicant diversity, corporate sponsors, and social media followers. Leadership Maryland now has a wait list of elite applicants.