The Hit:
- Publication: Direct Marketing News
- Article: (In)direct Response
- Client: Rebecca Tann, VP of Marketing, Regus
Goal:
The goal of the campaign was to establish our client, Rebecca Tann, as a thought-leader in the marketing and advertising vertical. We aimed to accomplish this through proactive media relations with trade and top-tier industry publications, thought-leadership speaking opportunities and social media recognition.
Strategy & Tactics:
I came across a media query from Direct Marketing News, one of our target trade publications, asking for experienced marketers to comment on the topic of multichannel marketing campaigns. With the knowledge I had gained from working with my team, I knew that Rebecca would be a perfect source for this piece.
I drafted a tailored note to the writer, highlighting Rebecca’s experience, elevated professional position and a recent multichannel campaign she orchestrated. I offered an interview with Rebecca where she could elaborate on the statistics that resulted from her campaign, and how she attributed value to each channel used.
How I Did It:
Before the day’s end, the reporter responded expressing his interest of speaking with Rebecca. I immediately coordinated an interview for the very next day. Rebecca and the writer had a productive conversation and I provided follow-up images and confirmed facts and data for the writer. The reporter informed me that he would be using Rebecca as the lead-in to this piece.
Results:
Coverage appeared online on September 1, 2013 and in the September issue of Direct Marketing News. Rebecca was prominently featured in the piece, taking up more than half of the entire feature. Her feedback from the article was positive and it was one an important milestone for reaching the company’s target audience.
