The Crabtown Project

The Crabtown Project, launched in March 2005, combined public art and fundraising to benefit the Baltimore City Public School System (BCPSS). Through corporate, foundation and business sponsorship of 5' x 5' fiberglass crabs decorated by Maryland artists, funds were raised to support physical improvement in city schools such as window reglazing, carpet replacement, tile replacement, lavatory repairs, and groundswork.

Profiles was selected to develop and implement a media relations program to generate awareness of The Crabtown Project to support its fundraising component as follows:

• Craft and distribute media outreach materials that included press releases, fact sheets, media drops, news advisories, and email alerts
• Develop a statewide media database of print and broadcast contacts
• Package and pitch news and feature stories around the launch of The Crabtown Project
• Arrange and coordinate interviews and photo opportunities
• Develop key messages for leadership of The Crabtown Project and provide media training
• Track coverage and maintain up-to-date report of media placements and value

Additionally, Profiles managed a press event at the Harborplace Ampitheater to unveil the first 40 crabs. Mayor Martin O’Malley along with The Crabtown Project Chair Debbie Cameron, representatives from sponsors of crabs, and a Baltimore City school principal spoke at the event.

Results: The Crabtown Project earned media coverage in The Baltimore Sun and The Daily Record, and on WBAL-TV, WBFF-TV, WJZ-TV, WMAR-TV, WRC-TV, News Channel 8, and the Mayor’s Office of Cable Communication, and Baltimore City Channel 21. Coverage was also secured with a front-page article in The Baltimore Sun, a color photo in the Maryland section, and an editorial, as well as a story in What’s Happening Magazine, Roland Park Newsletter, Belair-Edison Newsletter, and The Daily Record.

The Crabtown Project was a client of Profiles in 2005