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Problem: Citizen Service Center was more than a product
launch. Besides proving that Citizen Service Center worked,
Xerox and the city of Rochester needed to inform citizens about
the new e-Government service and get them excited about using
it. Success in Rochester would be instrumental in helping Xerox
sell Citizen Service Center in other markets.
Solution: Boscobel used its public relations know-how
to arrange a press conference featuring a “live” Web
demo of Citizen Service Center, with coverage by all four local
TV news stations. The story also appeared on the front page
of the local paper, The Rochester Democrat & Chronicle. Although
repeated attempts for connections to the Web failed, Boscobel
was able to simulate a “live” demo (through cached
Web pages) which looked real to TV cameras.
More public relations success
stories...
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