360 Media Placements in 90 Days Brings 150,000 New Subscribers, Increased Sales
Critical Issue
It’s better to be proactive than reactive. Still, an online, subscription-based company’s PR approach was decidedly reactionary.
The media was regularly covering this industry because it was new. So the company did get general inquiries and brief media mentions from time-to-time. Even though there was a direct correlation between media coverage and an increase in subscribers, the company didn’t seek out opportunities or even leverage the contacts it had.
The company had no PR strategy. And as it entered the most critical time of its business year – the fourth quarter – the CEO decided it was time to get one.
Solution
CCO developed a PR strategy that took advantage of the industry’s high visibility, centered on the client’s uniqueness and positioned the company CEO as an industry expert.
After identifying which media would best reach the client’s target market, CCO crafted customized pitches to meet each outlet’s needs. CCO then contacted reporters directly through varies channels including social media outlets.
In addition, CCO monitored the news cycle to identify other opportunities to pitch the company or offer the CEO as an expert source.
Result
In just 90 days the company earned media placement in The New York Times, USA Today, The Today Show, Oprah & Friends and 356 other outlets.
During that time, the company’s number of subscribers jumped from 150,000 to 300,000 and their Twitter followers grew from 5,000 to 20,000. Sales through their site increased exponentially as well.
