Media Case Study
The Goal / Need
Brand Awareness via editorial press coverage in locations where municipal projects currently deploy Portadam for water diversion.
Aware that Civil Engineers are among those living in nearly every local community, we put confidence in knowing that word of the curiously new water diversion product would spread. The following was emphasized:
To identify media outlets covering local stories where Portadam was operating and to identify the journalist handling the community beat. What would resonates with the readership of that particular community?
PR Specialist Orran Andrade at Howard Schaffer Media Marketing is assigned the account.
After creating an angle that resonates with the local community, the story is pitched to an editorial journalists covering community news. Then an interview is arranged with a notable authority, in this case the President and C.E.O. of Portadam.
Published in various newspapers. Front Page, above-the-fold coverage.
The Goal / Need
The Facebook users targeted interests include Cosmetics, Beauty, Dresses, Handbags, Sunglasses, Jewelry, Fragrances, Hair Products, etc. Professionals identified in Sales, Architecture, Administrative Services, Engineering and Banking industries.
Keyword research for volume, relevancy and ranking.
Depending on the goal, Facebook reports different results, either Link Clicks or Thruplays. In this example, KRW 24000 ≈ USD 21.75
Link clicks to website above 1%. A peak of 4.58% and average of 3.78% reached.
Video Thruplays are counted when the video is played for at least 15 seconds. 28.4% reached.
+ USD 21.75 FB Cost
+ 10% VAT
Total: USD 220
Initial Awareness & Engagement + Continuous Search Value to Name Brand.
Case Method Outline
Nexus UVC is a portable UV sterilizer that utilizes the same technology as the city of NYC and countless hospitals. Founded by an Architect and designed with both form and function in mind, this portable sterilizer gives one the ability to sanitize personal belongings, work space environment, and anything that you can shine a light on, all while on the go.
Bring Public Relations attention to new USB attachment for phone.
Video Promotional Ad
Communicate features & benefits, cites authority and creates a call to action.
- Voice Over
Conversational manner yet expressed with conviction
To show evidence of how the USB is used
Shows name and place of authority
Asia Institute Open Education Initiative (Online)
Blockchain and Bitcoin, An Easy Introduction
The emergence of the blockchain is known in the wider international societies beyond the developer communities due to various advances with technology that have drawn media and social attention related to money and then to Web 3.0 and its integral layer of trust that can make way for an open source economy.
This class will facilitate learning of the history of the blockchain, current status, uses, the future; and practically, how to set up a digital wallet and use the technology.
What is blockchain?
Bitcoin and Ethereum
How to use?
“Get the word out” this weekend with further classes to follow.
Video Promotion Ad on Facebook
To answer who, what, where, when, how, how long and a call to action
- Voice Over
Inflection of voice for emotion
Modulation to express urgency,
To capture the benefits
To help see the practical uses of bitcoin
To inspire engagement and to create a happy mood. Also, for emotion and memory
To display the professor’s name and date thereby making it easy to change for following videos.