Media Case Study
Video on Youtube has a non-overtly commercial appearance just as Press Releases in traditional media outlets.
Portadam, Inc.
The Goals
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:
Environmentally-friendly
Cost effectiveness
Tax Savings
The Challenge
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?
Our Approach
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.
Client
Stef Mouchie
Location
Toronto, Canada
Services Provided
Content:
The Race For Masks
Video:
Research for volume, relevancy and ranking: LSI Keywords, Hashtags.
Social Media Marketing
Target Audience
Female, Age 22-55 within a ten mile radius of Toronto; all education levels.
Interests
Cosmetics, Beauty, Dresses, Handbags, Sunglasses, Jewelry, Fragrances, Hair Products, etc.
Industry
Sales, Architecture, Administrative Services, Engineering, Banking, etc.
Placement
Performance
Exceeded Expectations (17¢ / Engagement)
Social
Media
Video
Ad
Depending on the goal, Facebook reports different results, either Link Clicks or Thruplays. In this example, KRW 24000 ≈ USD 21.75
First Goal
Link clicks to website above 1%. A peak of 4.58% and average of 3.78% reached.
Second Goal
Video Thruplays are counted when the video is played for at least 15 seconds. 28.4% reached.
Investment
Service Details
+ USD 21.75 FB Cost
+ 10% VAT
Total: USD 222.53
Return
Initial Awareness & Engagement + Continuous Search Value to Name Brand.
Case Methodology
Bitcoin Video
Asia Institute Open Education Initiative (Online)
USB Video
Nexus UVC
Services We Provide
Copywriting
Offering Explainer Content, SEO Landing Pages, About Pages and Ad Copy usually for a Voice Over Artist.
Voice Over
Your message is interpreted, intonated and projected with a human voice in a professional recording studio.
Public Relations
Short videos on Youtube are the nature of PR today. Latent Sementic Index (LSI) keywords for search engines adds value.
Social Media
Targeted Marketing by demographic is another measure of success. Watch a small investment turn prospects into lifetime buyers.