NEW BRIGHTON, MINN. (March 26, 2010) – The Minnesota chapter of the Public Relations Society of America (PRSA) recognized FemMed, Inc., Risdall Marketing Group and Risdall McKinney Public Relations (RMPR) with four PRSA Classics Awards for the integrated communications campaign for the GoGirl female urination device at the 32nd Annual Classics Awards banquet on March 25.

The awards, “Media Kits (Products),” “Social Media,” “Marketing Products (New – Budget > $75,000),” and “Industry Campaign of the Year (Consumer Products),” reflect the business success of GoGirl, a product that originally was launched to little fanfare under a different name.

In order to re-launch their product, a female urination device, GoGirl turned to the agency to create a new personality for the brand to appeal to a broader female audience. The agency employed a multi-pronged public relations strategy to reach out to and engage women, creating a widespread awareness around the product that was virtually unknown less than a year before.

“GoGirl is a unique product with a unique voice,” said Joel Swanson, APR, senior vice president of Risdall McKinney Public Relations. “By successfully executing our key strategies through multiple communication channels we were able to transform GoGirl into a solution for women of all ages and establish it as a market leader.”

Less than a year into the GoGirl campaign, GoGirl was well ahead of its business and communications goals. As a result of the campaign, GoGirl was featured on CNN, “The Doctors”and “TODAY.” More than 125 regional television news stories were aired, and dozens of national/regional newspapers and radio shows picked up the story. The campaign established broad awareness of GoGirl, with total impressions in the tens of millions. GoGirl met its sales goals earlier than expected, distributing approximately 150,000 units to date. Their initial product inventory sold out within the first two months ? a batch that was supposed to last for at least six months.

“The agency perfectly executed the balance of establishing a woman’s lifestyle and a ‘normal’ identity for the product,” said Sarah Dillon, president of GoGirl. “They created an overwhelming buzz around the product all while building sales for the company.”

In addition to winning the four awards, the agency’s work on GoGirl also was a finalist in the “Creative Tactics” category.

About the Minnesota PRSA Classics Awards
The Minnesota PRSA Classics Awards recognize agencies, companies, individuals and students in public relations who have created exceptional public relations individual elements or tactics and programs. For the 32nd Annual Minnesota PRSA Classics Banquet, guests were treated to an exciting evening at International Market Square. For more information about Minnesota PRSA and the Classics Awards, please visit www.mnprsa.com.

About Risdall McKinney Public Relations
Risdall McKinney Public Relations, a division of Risdall Marketing Group, LLC, is an integrated, marketing-oriented PR agency headquartered in New Brighton, Minn. With 2009 billings of $4.7 million, the agency is ranked as the fourth largest PR firm in Minnesota and is number 182 among the top 250 global firms ranked by the Holmes Report. Its client roster includes local, national and international work for business-to-business and consumer accounts, among others. Visit www.risdallmckinneypr.com for more information.

Brant Skogrand, APR, MBC
Risdall McKinney Public Relations
651.286.6729
brant@risdall.com