In 2013, MedStar Franklin Square Medical Center (MFSMC) launched a capital campaign to redesign, relocate and expand the Neonatal Intensive Care Unit (NICU). As the only certified Level III-B Perinatal Center in eastern Baltimore County, MFSMC is where critically ill babies, premature newborns, and infants requiring close observation go to receive the most advanced medical care available.

Through cultivation events, social media channels, community collateral materials, NICU tours and community outreach, MFSMC and Weinberg Harris & Associates reached prospective donors, grateful patients, giving companies and invested groups. Highlighting the “tiny feet. tiny hands. BIG HEART” slogan, leveraging existing relationships with local sports figures, telling powerful testimonials and comparing benefits of the new NICU to the existing space served as fundraising aids.

WHA was also responsible for the media relations of the kick off event on December 18, 2012. The team secured more than $112,000 in publicity value from all four local television networks and 56,291,582 impressions including The Baltimore Sun and Maryland Daily Record on that day alone.