Featured Case Study: Excelsior Orthopedics

Concussions are a common sports injury, affecting nearly 10 percent of all athletes in contact sports. It is surprising then that most youth and their parents are unaware of the potential long-term damage of concussions, including memory problems, depression, fatigue, loss of consciousness and even death. Therefore, it is important athletes and their families are informed of these risks.

Excelsior Orthopaedics enlisted Carr Marketing Communications to create and implement a strategic media relations campaign announcing the inception of Excelsior Orthopaedics Sports Concussion Center and the Play Safe program, Western New York’s first and only comprehensive sports concussion management resource for young athletes and the area’s only ImPACT (Immediate Post-Concussion Assessment and Cognitive Testing) provider.

Carr aimed not only to announce the opening of the Sports Concussion Center, but also to associate it with current events to increase media relations interest in youth concussions. In the fall of 2011, Carr Marketing Communications developed a news release publicizing the launch of the Sports Concussion Center and the Play Safe program to coincide with the beginning of high school fall sports.

The goals of the media relations program were achieved, resulting in significant community awareness of concussions and enabling Excelsior to exceed their projected number of baseline concussion tests and form partnerships with several area schools. Carr Marketing Communications was awarded a Gold Excalibur by the Public Relations Society of America, Buffalo Niagara Chapter for their work with Excelsior Orthopaedics.