Saluting Our Heroes & Giving Them A Job -- The New York Times and The U.S. Department of Labor Objective:The U.S. Department of Labor and The New York Times teamed to co-host the annual “Salute Our Heroes Veterans Career Fair and Job Expo” to help veterans pursue career transition into the private sector. The event traveled to Chicago, Tampa and New York City. In each of these markets, local promotion was critical to boost veterans’ attendance and exhibitor sales. Daniel Cherrin was retained to lead the event publicity in Chicago.

Strategy: To collaborate with The New York Times advertising and marketing division, the Assistant Sector of Labor and a number of veteran organizations to executive a 6-week advanced public relations program in Chicago. We identified veterans seeking jobs and arranged interviews for them with broadcast and print media to add a more personal call-to-action element to our event promotion efforts.

Results:“Salute Our Heroes” has received public official proclamations, photo opportunities in regional media, public service announcements and advanced coverage by 50 national and local news outlets, including: The Associated Press, Chicago Tribune, Paul Harvey, the Voice of America and others. “Salute Our Heroes” realized outstanding attendance by more than 5,000 veterans and more than 175 blue-chip exhibitors.

Cherrin also has successfully placed clients in local and national media, including:  BrandWeek, The Chicago Tribune, The Christian Science Monitor, The Detroit Free Press, The Detroit News, The New York Times, Paul Harvey, The Wall Street Journal, and other media.  Cherrin also appears as a regular guest and political analyst on Inquiry on CHUM Television - Channel A in London, Ottawa and Windsor, Ontario, on politics in the United States.