INTEGRATED MEDIA CAMPAIGN

Commemoration of the 60th Anniversary of the Korean War Armistice

Challenge

The Dept. of Defense (DoD) and Triumph Enterprises wanted to increase awareness of the Commemoration of the 60th Anniversary of the Korean War Armistice. President Obama and Secretary of Defense Hagel were scheduled to attend, along with top military brass and Korean War veterans. The DoD had several goals—increase attendance at the Korean War Memorial ceremony, promote regional events across the country and raise national awareness of the live event.

 Action

ZCOMM developed a cross-channel, integrated marketing campaign to secure pre-, same-day and post-event coverage. We secured radio and TV interviews/coverage, produced and nationally distributed audio news releases and worked directly with VWF posts to help them attract TV viewers and media for the live event with President Obama through Pancakes for Patriots viewing parties. We also executed an intensive blogger outreach program to drive Americans to the event and to a branded website. And we produced a 7-minute video recap, pulling and producing live video from the event that we pitched and placed on TV outlets across the U.S.

Results

The 2-month program delivered 232+ million media impressions. Blogger outreach delivered 201 posts, and 208 TV outlets, including CNN, C-SPAN, and the Fox News Network, picked up the video news release coverage of the ceremony. In addition, 61 VFWs participated in the Pancakes for Patriots program.

Client Testimonial

“ZCOMM blew us away with their integrated campaign for the DoD. They had a short timeline, multiple tasks and came through with flying colors.”

Dave Thompson, Project Manager, Triumph Enterprises

 

American Veterinary Medical Association (AVMA)

Challenge

ZCOMM and AVMA have enjoyed a successful partnership for more than 8 years. Throughout multiple campaigns, ZCOMM has remained focused on helping raise awareness of AVMA programs, and the contributions of member veterinarians. ZCOMM was tasked with distributing AVMA’s messaging to national and target audiences.

Action

From day 1, ZCOMM focused on building a strong foundation by developing audio, video and digital content and creating earned media opportunities. We produced and distributed multiple podcasts and audio news releases (in English and Spanish), secured countless interviews for AVMA spokespeople via satellite media tours and radio media tours in English and Spanish, and delivered successful blogger outreach programs that included client content on social media sites in English and Spanish. For AVMA conferences, ZCOMM reviewed scientific abstracts, drafted them into layman’s terms, distributed audio news releases and booked expert vets on broadcast outlets.

Results

ZCOMM generated millions of impressions, raised awareness of the AVMA’s mission and programs and markedly increased traffic to the website.

Client Testimonial

“ZCOMM has worked for the AVMA for years helping promote our many observances to the general market and a Hispanic audience. Their work is always top notch and they exceed expectations on every front.”

Sharon Granskog; Assistant Director, Media Relations; American Veterinary Medical Associations