|
|
Media Placement: Pilot Pen Corporation of America
Objectives
National consumer media coverage for company and its products
Trade media coverage for products
Strategies
Wrote/distributed new product news releases
Commissioned market research and released survey results
Created annual Media Tennis Clinic during Pilot Pen Tennis tournament
Formed joint venture to capture teen market attention
Briefed CEO and key executives for interviews
Personally pitched key journalists
Wrote articles for specialty publications
Created journalist contact databases
Created/updated press room on web site
2002 Results
General publicity for Pilot Pen...... 56.4 million media impressions
Product publicity................................. 13 million media impressions
Total................................................ 69.4 million media impressions
|