case studies

The American Academy of Orthotists and Prosthetists (AAOP)
The Message: The American Academy of Orthotists and Prosthetists asked zcomm to help promote the field of orthotics and prosthetics as a professional and rewarding career to high schoolers, college students and other adults seeking a career change.

The Strategy: Create a short video to be used by practitioners, high school career counselors and higher education institutions to promote the field, emphasizing the professional and personal rewards. In addition, zcomm produced radio and TV public service announcements and launched a media relations campaign in December, 2007.

The Results: ‘The Sky’s the Limit’ educational video was presented and well-received by 6,000 practitioners at an AAOP conference in San Francisco in March who then used it locally and regionally to spread the word.

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Agency for Healthcare Research & Quality (AHRQ) In-Store Announcements
The Message: AHRQ wanted consumers to be informed about family health care issues.

The Strategy: Recommended zcomm's innovative in-store network, perfect to reach consumers in pharmacies. Placed government-sponsored AHRQ health information brochures at the pharmacist's counter in hundreds of pharmacies and broadcast messages on the pharmacies' in-store audio networks to direct customers to "pick up a copy right now."

The Results: AHRQ had to rush thousands of additional brochures into distribution in order to meet demand. Announcements about the brochures were broadcast more than 35,000 times throughout Giant, Super G and Stop and Shop grocery/pharmacy stores. In addition, AHRQ commissioned zcomm to write, shoot and produce a 30-second video on safely taking prescription drugs. This video was broadcast over Wal-Mart's in-store video network, in 2,500 stores, more than one million times!

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Alzheimer's Association Radio News Releases
The Message: In July 2006, the Alzheimer's Association called on zcomm to produce a series of radio news releases, in both English and Spanish, focusing on research breakthroughs related to Alzheimer's, in conjunction with the Association's international conference in Madrid.

The Strategy: zcomm worked closely with the Alzheimer's Association and with newsrooms to provide advance notice of each upcoming embargoed story about research breakthroughs related to Alzheimer's. By pitching in advance and then releasing the audio content and transcripts of each release at precisely the embargo deadline, zcomm's releases reached radio newsrooms as “breaking news.”

The Results: zcomm's multiple personal pitches and outreach resulted in more than 1,300 confirmed broadcasts in English and Spanish, with more than 25 million estimated impressions. Additional broadcasts were logged on XM Satellite Radio, Sirius Satellite Radio and CRN Cable Network, with a total return on investment of 820%.

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Association of Home Appliance Manufacturers (AHAM) Radio News Releases
The Message: Promote AHAM's Clean Air Delivery Rate certification program covering a variety of air cleaners.

The Strategy: zcomm recommended eight RNRs with topics ranging from allergies and summer travel to allergy drug spending and clean air holiday shopping lists. All eight releases included a soundbite from an allergist or spokesperson from an allergy organization, and the Clean Air Delivery Rate website, CADR.org. zcomm distributed all releases nationally, but focused on six DMAs: Los Angeles, Houston, Baltimore, Washington, DC, Charlotte and Knoxville and markets with poor air quality. zcomm researched allergy statistics in local markets to help localize the story and increase placements.

The Results: The Clean Air Delivery Rate website, CADR.org, experienced a 250% increase in traffic during the campaign period, far exceeding client expectations.

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Pfizer/Caduet Pharmacy Audio Features
The Message: Pfizer and Caduet set out to educate listeners about heart disease – the number one killer in America – as well as other health factors, such as high blood pressure and high cholesterol. With medication, such as Caduet, risk of the disease is manageable.

The Strategy: zcomm’s 30-second in-store audio message presented by Pfizer, sponsor of Caduet, was designed to get the word out about the risk and the importance of getting treatment.

The Results: Secured in-store broadcast airtime in over 800 pharmacies in Caduet's four target markets. Pharmacies included: Eckerd, Kroger, BiLo, Pathmark, Ingles, Wegman's, Walgreen's, Winn Dixie, Shoprite, Food Lion, Albertson's, Giant and Safeway. The campaign delivered more than 333,000 total broadcasts and nearly 17 million impressions, resulting in an attractive Cost Per Thousand (CPM) of $2.79.

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Center for International Disaster Information (CIDI)/USAID Radio & Video News Releases
The Message: When disasters strike overseas, cash is the most effective way to get relief to victims quickly.

The Strategy: zcomm quickly proposed and crafted radio and TV broadcast copy that conveyed urgent information (and in the case of TV, dramatic video) about the disaster, and explained why cash donations are more beneficial to international relief organizations than clothing or food.

The Results: zcomm's post-disaster series of radio and video news releases in English and Spanish delivered the message to millions of listeners and viewers - fast! CIDI's radio and video news release following the Tsunami in South Asia delivered 13 million impressions. And by adding a radio media tour on local and network stations, zcomm delivered CIDI's message on more than 80 additional outlets!

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got milk?™ Shake Stuff Up Tour Radio Promotion
The Message: Drinking milk is not only good for teenagers, it's also cool!

The Strategy: zcomm recommended and executed radio contests and promotions to attract teens across the country to prompt entries and drive attendance for a Battle of the Bands contest and event in 92 target markets.

The Results: 81% of the stations zcomm partnered with were the #1 or #2 teen station in the market. zcomm delivered a million-dollar-plus promotional value, and a 322% return on investment! More than 10,000 spots and mentions drove teenagers to get in on the got milk? "Shake Stuff Up" tour!

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Jergens® Video Podcasts/Tractenberg & Co.
The Message: zcomm was tapped by Tractenberg & Co. to write and produce four video podcasts for Jergens® natural glow Firming Daily Moisturizer. The goal was to position the product as part of a daily regime that will help women tone and bronze their bodies throughout the summer.

The Strategy: Create four video podcasts of the Jergens® Bikini Boot Camp with celebrity fitness expert David Kirsch. As a well-known fitness guru, David demonstrated four exercises, and zcomm tagged each segment with product description and endorsement.

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Jim Beam Responsible Drinking TV and Radio PSAs
The Message: "Drink Smart" - Jim Beam Bourbon supports responsible drinking.

The Strategy: zcomm produced and distributed radio and TV public service announcements, leveraging Jim Beam's partnership with Indy car owner Michael Andretti and champion Indy race driver Dan Wheldon.

The Results: PSAs produced at Andretti's home track in Pennsylvania were distributed to hundreds of radio and TV stations. Our radio and TV efforts generated more than 20 million impressions and more than a 5,000% return on investment for Jim Beam!

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Liberty Mutual Insurance Radio Tour
The Message: In September 2006, Liberty Mutual called on zcomm to research, book and produce a radio tour to enhance its image as one of the most trusted insurance companies in the world.

The Vehicle: The College Football Coach of the Year award.

The Strategy: zcomm developed key messages delivered during interviews we booked for legendary ABC Sports college football commentator Keith Jackson. Jackson urged fans to visit Liberty Mutual's website to vote for the College Football Coach of the Year, and in the process, emphasized the importance of trust, both in the coaching of a college football team and choosing an insurance company.

The Results: In nationwide interviews on ESPN Radio, Fox Sports Radio, Sporting News Radio and on powerhouse radio stations including WFAN/New York, zcomm's radio media tour with Keith Jackson reached 9 million listeners in 18 separate interviews, achieving a return on investment of 1,172%. zcomm's multiple personal pitches and outreach for this series resulted in more than 1,300 confirmed broadcasts in English and Spanish, with more than 25 million estimated impressions. Additional broadcasts were logged on XM Satellite Radio, Sirius Satellite Radio and CRN Cable Network, with a total return on investment of 820%.

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National Cancer Institute Radio Tour With Clyde Drexler
The Message: "Shoot For Nine" - Nine servings of fruits or vegetables a day can help prevent cancer and high blood pressure among African American males.

The Strategy: zcomm used radio to book legendary NBA and Olympic basketball star Clyde Drexler on a 12-interview radio tour on leading African American-targeted stations and national networks, including The Tom Joyner Show.

The Results: A total audience of more than 29 million, and more than 1,600% return on investment!

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Operation Hope TV and Radio PSAs
The Message: Low income earners, particularly those affected by Hurricane Katrina, may benefit enormously from the Earned Income Tax Credit. But millions of these taxpayers are unaware they are entitled to this benefit.

The Strategy: In March 2006, Operation Hope turned to zcomm to distribute radio & TV PSAs related to the Earned Income Tax Credit available to working families. The messages, narrated by President Bill Clinton, were targeted to victims of Hurricane Katrina. Reaching these victims was challening because many relocated hundreds or thousands miles away, in media markets scattered across the south, southeast and mid-Atlantic. zcomm researched TV markets and target radio formats and stations most likely to reach relocated Katrina victims. Pitching took place on a continuing, rolling basis to maximize exposure.

The Results: zcomm's multiple personal pitches and outreach resulted in more than 37 million estimated impressions over five months on both radio and TV.

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Today's Military Radio Media Tours and Radio News Releases
The Message: There are great career opportunities in all branches of the U.S. Military.

The Strategy: Used radio through three national radio media tours and two radio news releases with former military personnel including:

• Former Dallas Cowboy and US Air Force veteran Chad Hennings on new DOD survey results showing public's perception of military formed by the media.
• Ranger Mark Jones, former actor and consultant for movie "Glory" and now CEO of an international security firm (radio tour and radio news release).
• Rock singer and former US Army vet Valerie Vigoda (radio tour and release).

The Results: The Chad Hennings radio tour resulted in almost 12 million impressions and a ROI of 908%. The Ranger Jones radio tour generated more than 9 million impressions and an 870% ROI. The Valerie Vigoda tour net almost 3 million listeners and a 400% ROI.

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U.S. Army Radio News Releases
The Message: There are great career opportunities in the U.S. Army.

The Strategy: zcomm tapped into radio and produced and distributed a variety of radio news releases (RNRs) targeting radio formats for both teens and parents. Topics included the All-American Bowl and the US Army Olympians program.

The Results: The RNRs generated more than 18 million listeners.

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clients

Abbott
American Academy of Orthotists & Prosthetists
Agency for Healthcare Research & Quality (AHRQ)
Air Jamaica
Almond Board of California
Alzheimer's Association
American Association of Orthodontists
American Express
American Veterinary Medical Association
Amtrak
Antigua & Barbuda Tourism
Arby's
Association of Home Appliance Manufacturers
The Arthritis Foundation
AstraZeneca
Bailey's Irish Cream
Blue Cross Blue Shield
Boca Foods
Bounce Laundry Softener
Breathe Right
Burger King Corporation Worldwide
Bush's Beans
Campbell's Soup
Center for International Disaster Information
(CIDI)/USAID
Century 21
Charmin
Colgate Toothpaste
CVS/Pharmacy
Claritin
Colombian Coffee
Coors Brewing Company
Crisco
Dannon Yogurt
Degree Anti-Perspirant
DiGiorno Pizza
Dove Soap
Dulcolax
Dr. Scholl's
Eggland's Best
Electrolux
Energizer Batteries
Enfamil
ExxonMobil
Febreze
Georgia-Pacific
got milk?
Green Giant
HD DVD
Hanes
Harley-Davidson
Hellman's
Hershey's
Holiday Inn
Honda
U.S. Department of Health and Human Services
Jergens
Jif Peanut Butter
Jim Beam
Johnson & Johnson
Kentucky Fried Chicken (KFC)
KILZ Paints
Kraft
Levi Strauss & Co
Liberty Mutual Insurance
Lunchables
Luv's Diapers
M&M Candies
MCI WorldCom, Inc.
Mr. Clean
Mr. Coffee
Mrs. Dash
National Cancer Institute
National Dairy Council
NatureMade Vitamins
Nextel
Nicoderm CQ
Norwegian Cruise Lines
NyQuil
Olay Vitamins
Operation Hope
OnStar
Oreos
Oscar Mayer
Pampers
Papa John's Pizza
Pedigree Dog Food
Perdue
Pfizer
Pork Board
Planters Peanuts
Playtex Secrets
Premiere TV
Project HOPE
Propane Education & Research Council
Q-Tips
Raytheon
Rogaine
Ronald McDonald House New York
Rust-Oleum
Sara Lee
Suave
Sharper Image
Sharpie
Joseph E. Seagram & Sons
S.C. Johnson
Sensodyne Toothpaste
Society for Women's Health Research
South Beach Diet
Southwest Airlines
Special Olympics International
Staples
Strawberry Board of California
Stove Top Stuffing
Subway
Super 8 Motels
Sunbeam
Sweet 'N Low
Taco Bell Corporation
Today's Military
Trojan Brand Condoms
TV Land/Nick at Nite
Twinings Tea
Unilever
United States Army
United States Mint
United States Postal Service
The Urban Institute
Valvoline
Viagra
Verizon Wireless
Whirlpool
The Wine Council
Yoplait