Case Study

Gale

Media relations campaign to generate awareness and coverage of efficacy research

Goals

Gale, a Cengage company, partnered with CB&A to generate widespread media coverage of a Project Tomorrow efficacy and feedback study evaluating the impact of large print books from Thorndike Press, a Gale brand.

To reach an array of target audiences, including teachers, reading specialists, librarians, curriculum directors and more, CB&A developed and executed a robust education trade media relations campaign.

Services
B2E Content Marketing
Public Relations
Education Marketing Strategy

Strategy

  • Compiled tailored media and news release distribution lists for education outlets, library/literacy outlets and national consumer outlets
  • Developed a strategic media outreach plan outlining segmented target audiences, messages and timelines
  • Drafted, finalized and distributed an effective news release announcing the Project Tomorrow study
  • Facilitated opportunities for spokespeople to participate in media interviews and contribute bylined articles to media outlets
  • Conducted media training with spokespeople prior to media interviews
  • Partnered with influential education bloggers to secure coverage of the study

Results

CB&A deployed a multi-faceted media outreach campaign, raising awareness of Gale, its research partner and the large print study as a result. Serving as strategic counsel, CB&A supported Gale’s marketing and communications team in a variety of activities, including compiling tailored media lists, preparing and distributing the news announcement and conducting regular outreach to journalists, influencers and bloggers.

4,585,161

Aggregate Readership

76

Earned Media Placements

129

News Release Pickups

180

Shares on Facebook

34

Shares on Twitter