How Boscobel put ALX on a fast learning curve with earned — not
paid — media
While there wasn't enough money to support paid advertising,
there was enough for a public relations campaign to take advantage
of earned media opportunities. "Earned" in the sense
that it's the newsworthiness of a press release, or the public
value of a public service announcement (PSA), that merits placement.
First we targeted key industry publications with a print PSA that encouraged
providers to visit the ALX site and register their services. Collateral
materials, Web site design, e-mail marketing, and trade show support
all complemented each other. We also gained additional marketing leverage
by creating a spin-off campaign in conjunction with the National Association
of State Workforce Agencies.
Results: A ten-fold increase in resource provider
listings in the first year alone: from 250 to 2,500. That initial
success, combined with ongoing growth (now more than 6,000 providers),
has led several public and private partners and stakeholders
to team up with DOL. The total promotional budget has increased
over 500% from the launch year ($150,000) to the current year
(more than $1,000,000).
What it means to you.
A budget that won't let you run a respectable paid advertising campaign
may well be enough for a first-rate public relations campaign. Just make
sure you choose an agency with experience like Boscobel.
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