Good morning!
We, in Walk with a Doc Land, hope this finds you nice and warm. We know that many of our teammates around the U.S. and beyond have been dealing with some significant winter weather.
While this time can extoll a high cost, there are many wonderful things about the winter season.
We’ve learned over time that consistent free advertising is one of them.
A little peek into WWAD’s inner workings (maybe this will work for your chapter?)
We position a different marketing intern on call (from home) every night from November 15 through March 31st.
They are constantly monitoring WeatherBug, Accuweather, and local networks.
The moment they hear of the first school cancellation of the day, we activate.
Their first task is to immediately hop online and get on the phone (jic) with the local NBC, ABC, CBS, and Fox affiliates.
They are to report to the news desk that the Walk with a Doc that evening has been canceled.
Please understand we only do this on days when no WWAD is scheduled. If there is a WWAD that day; we share that it is still on.
Either way – we get HEAVY, free promotion.
We hit the Mother Lode in late February 2021 where it was just the Southeast Licking Heights JV Boy’s Volleyball team and us – we were constantly scrolling on TV for 13 consecutive hours.
We make the ‘fake’ walks at night so they ‘ticker’ longer. As an example, our marketing R&D told us this would’ve otherwise cost us $17,350.
Again, if you’re considering for your chapter and you want to roll the dice a little bit, just try this:
News Desk: NBC4 what is your cancellation?
Intern: (always using hurried tone) Yes, we need to share that Taylor Swift and Travis Kelce will NOT be attending our Walk with a Doc event tonight, and we are forced to cancel the event.
<pause>
<pause>
News Desk: Who is this?! This line is for emergencies only
Intern: Look, if you don’t think 2500 frozen popsicle people waiting for Taylor Swift isn’t an emergency, I don’t know who YOU make yourself out to be, sir!
<shorter pause>
News Desk: Wait, wait.
What was that, Walk with a Dog?
Intern: No, Walk with a Doc! Our website is walkwithadoc.org. Intern gently, kindly spells it out for them. Next thing we know:
WALK WITH A DOC – NOT OCCURRING TONIGHT AT 6 PM;
TAYLOR SWIFT AND TRAVIS KELCE ARE UNABLE TO ATTEND AS PLANNED. SEE WALKWITHADOC.ORG FOR DETAILS.
(to 200,000 pairs of eyeballs)
While that may not have been the actual plan, nor what was exactly conveyed to them, we of course forgive the station for their misunderstanding.
We never told Channel 4 they were scheduled, we said they wouldn’t be there.
It’s Friday!!! You made it!!!! WEEEEEKEND!!!
Please stay warm and safe my friends!
david
PS – We, of course, would never recommend you interrupt your local networks with this. That said, I actually did this (quite a few times) way back in the early years. It progressed to the point where they had to start handing out codes (I wrangled one of those too!) I have to believe we are past some statute of limitations, right?
Disclaimers:
*This newsletter was written by Dr. David Sabgir and the team at Walk with a Doc headquarters, and does not necessarily represent the views of our local WWAD chapter leaders.
*