Targeted Earned Media
Determining your audience is the most important part of the battle. We can target the leading reporters and opinion leaders on your issue at the national or local level. Whether you are reaching lawmakers, the business community, an industry trade audience or even a niche readership, we can ensure that your news hits the right publications and outlets.
Multichannel Communications
To complement your earned media plan, we can also expand your reach and influence through direct contact and multichannel communications.
We identify key constituencies through unique cluster analysis to understand issue segmentation, consumer/voter behavior, message opportunities and test markets. From this we can target movable opinions among people behind ideas, values and principles (rather than party labels, gender and zip codes).
We then deploy an effective communications combining proven key messages with creative media. Using predictive analytics we can reach them across multiple channels – social media, online advertising, email/messaging and more traditional phones and mail.
Repetition of Message Works
Through this comprehensive communications strategy, your key voters or consumers could receive your message multiple times in one week:
- an op-ed in the local newspaper
- a radio interview during drive time
- a sponsored Facebook or other social media ad
- an online ad on their favorite retail shopping site
- a creative postcard in their mailbox