The Challenge
Campus Multimedia asked Pando Public Relations to generate publicity for finalists and winners of the Heroes of the Classroom Awards program sponsored by Kleenex. The program was already in progress when Panda was engaged, therefore, the client needed to generate a fresh wave of publicity for the winners and the public voting process while also generating positive brand exposure for the sponsor.
Pando PR Strategy
Local media were the most likely to write a positive story about a teacher in their community winning a national award so we focused our efforts there. Pando created dynamic online media kits with individual press releases, photos, and stories about each finalist and the Grand Prize winner.
Media alerts were distributed to local media under embargo for each finalist. We followed up several times prior to the celebration and afterwards when photos became available.
Primary Tasks:
- 1Write and distribute a Top 10 press release about the finalists that would also drive the public to vote for the eventual winner. Pando emailed the release under embargo to education trades and general media covering education and features.
- 2Write and distribute ten individual releases for each finalist. Notify and work with school district public information officers (PIO) and email/call/post media alerts under embargo to individual metro media outlets.
- 3Alert local media about a celebration for the Grand Prize winner announcement at their school. Work with the district PIO to maximize local media coverage. Write and distribute an embargoed press release about the Grand Prize Winner to education trades.
57
Articles
(23 unique articles)
2.65M
Similarweb UVM Average
151.15M
UVM Total
$1.4M
Total AVE
Outcomes and Selected Placements
All goals were achieved. The most notable media placement was with the Chicago Tribune who covered the story of the Grand Prize Winner announcement at the school. The local Patch ran two stories.
The top 6 stories about the Grand Prize winner averaged a domain authority of 81. The brand sponsor was named with fidelity in every story.