Large Federal Agency
Brief Overview
This case study summarizes the successful outcomes of a large federal agency’s adoption of satellite media tours to widely disseminate important information about high profile changes impacting the travelling public. We outline the customer’s requirements, our approach to meeting them, and the reach we attained for the customer’s messaging.
The Client
A large federal agency needed a cost effective and efficient means to reach target audiences in diverse regions across the country with important public service announcements impacting travelers.
Key Events
The agency faced multiple deadlines for a series of operational changes that had wide-ranging public impact. One change involved a deadline to enforce a regulation that had been delayed for several years because of the COVID-19 pandemic and around which there was significant public confusion. Others involved extending new benefits to military personnel and families, and as well as additional benefits for the public at large. The agency needed to provide clarity, educate the public, spur citizen action, and avoid creating bottlenecks and confusion in public hubs.
The Opportunity
The agency was interested in using satellite media tours for disseminating information in a timely manner, targeting specific media markets throughout the country where its data showed the need was greatest. With the agency not having done a satellite media tour before, its communications team needed expert guidance and project execution from a skilled communications contractor. Given our extensive media relations experience and consultative approach to client interaction, W2 Communications was an ideal partner to fill this requirement.
The Solution
The prime contractor who fulfills a more extended role for the agency carefully vetted W2 Communications and chose us as their partner to pitch the agency for this new type of outreach, noting our extensive media experience, deep knowledge of the public sector, understanding of policy issues and strong service orientation. The agency’s communications team then needed to obtain internal support for undertaking this initiative, timing the message, selecting the right spokespeople, and ultimately moving forward during a busy political season. W2 Communications provided guidance on the right time window and approach to conduct tours for maximum attention.
The Result
W2 Communications managed a series of satellite media tours, including media outreach and engagement, managing the broadcast studio, creation of b-roll video, spokesperson rehearsal, messaging script, day-of control room coordination, and extensive coverage follow-up. Our efforts resulted tour that exceeded the agency’s goals, ultimately driving over 70 broadcast and online interviews in key markets across the country. The resulting coverage yielded an audience reach exceeding over 1.5 billion viewers, with an advertising equivalent value over $3 million. The agency’s communications team was thrilled with this incredible return on its investment, and committed to leveraging this media approach for additional announcements in the future.
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