We can connect your business with its audience by taking control of the news cycle. Given the COVID-19 pandemic and snap federal election, we were in a challenging position to get the media to pay attention.
The Challenge:
Our client is a tech startup that is innovation bred out of necessity. Formed during the beginning of the COVID-19 pandemic this company facilitates running online meetings to ensure that attendees can focus on the content rather than the technical operations. Their target demographic is largely executive-level baby boomers, and not necessarily traditional consumers of social media when it comes to decision making. While their expertise exists in modern and online media, the aim was to reach their audience that is still a major consumer of traditional media.
Insights:
Our client leveraged the significant experience of Reach Digital in navigating traditional media. Our work was to devise a strategy that would garner traditional and paid media impressions. We launched our initial campaign while competing with a variety of priority stories in the news including the federal election and turmoil in Afghanistan. An initial launch was met with some resistance to the news cycle.
With a quick regroup with the client and their team we were able to take control of the media cycle and find a way to authentically attach our brand to the existing news cycle that led to media coverage from several print and broadcast outlets. Part of the strategy also included navigating a radio ad buy using the experience from Reach Digital to ensure the desired audience was targeted.
The campaign resulted in increased traffic to the client’s website through:
- 1 Major Television Interview
- 1 Major market radio interview
- 1 Article published in Nationally circulated newspaper
Our Work:
- Development, set up, and execution of a media strategy with a quick turnaround
- Navigating ad buys with a deep understanding of demographic and consumer behaviour over traditional media
- Risk assessment in the development of all campaign materials, key partnerships, and responses to media inquiries
- Persistent and effective communication with media partners to ensure contact is made
Is your business looking to boost its public profile? We can develop a strategy to help leverage the news cycle, and make the best use of your own social media platforms so that people will pay attention to what you have to say. In 2022, the way the media functions is quickly evolving, and we are paying attention to these changes as they happen. The key to winning the media story is to control your message and share genuine messaging. Let us help you guide that message – contact us today!