Situation:
A client specializing in learning games sought to garner visibility of its new engineering game during a launch at an elementary school. By inviting local media to the school and conducting additional national media outreach, CB&A increased awareness of the game both locally and nationally.
Planning & Execution:
Two weeks before the client introduced its new product, CB&A invited local news outlets to the elementary school launch event. To supplement the invitation, CB&A sent a sneak peek of the game to a key group of local media interested in education news. During the launch, CB&A arranged onsite interviews between media and the client, and captured multimedia of students using the game. In the days following the event, CB&A distributed a news release about the product launch to local media and national education trade media. The distribution included multimedia assets captured during the school event. CB&A also used event photos in media pitching efforts during the weeks following the launch.
Results:
Through CB&A’s strategic media outreach, local media members attended the launch event and wrote about the new game. In addition to local coverage, national education trade media produced feature-story coverage about the product.
Specific Outcomes:
Local consumer media such as Wisconsin State Journal and Verona Press attended elementary school launch event. Wisconsin State Journal spotlighted the game in both print and online. As a result of additional media outreach and the news release distribution, prominent national education trade media also covered the game, including:
- T.H.E. Journal
- District Administration
- Tech & Learning
- EdNET Insight
- Internet@Schools
All told, the earned media campaign netted more than 850,000 cumulative impressions in credible media outlets read by the client’s target audiences.
Summary:
This campaign highlighted the importance of repackaging stories and multimedia assets so they appeal to different targets. CB&A knew the product launch would interest both local consumer media and national education trade media, but the audiences required unique treatment. By understanding the media targets and end-users those targets served, CB&A was able to tailor its outreach and achieve results for the client.