Headquartered in Monroe, LA, CenturyTel provides integrated communications services including local exchange, wireless, long distance, Internet and security services to more than two million customers in 21 states.

During the holiday season, CenturyTel's wireless retail stores and participating agents served as drop-off points for the U.S. Marine Corps Reserve's "Toys for Tots"� program. Duffey was tapped to plan and implement an announcement for CenturyTel's efforts. CenturyTel retail locations hosted local U.S. Marine Corps Reserve representatives and the local mayor, who presented the first toy.

Duffey disseminated a media kit to key reporters that included a Beanie Baby with a holiday tag that read "Have you bean to drop off your toy?" An aggressive media relations campaign supported the effort including radio, print and television outreach.

All cities hosting the media events received coverage from local newspapers, radio and television stations. The first day of the launch, the announcement reached more 1.5 million people with a publicity value of more than $85,000.