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Targeted Media Outreach -
Shutterfly's Holiday Campaign
Summary
In the fall of 2004, Shutterfly retained the services of Baxter
Group Public Relations to develop press material and provide media
outreach services for the upcoming holiday season. The goal of the
project was to generate exclusive feature coverage in top national
publications, wires and daily newspapers in the top 25 markets for
the company’s expanded product offerings in online holiday
card-making capabilities and a newly introduced series of photo
books.
To create a timely news hook we conducted a national survey to
identify trends in photo card versus traditional cards during the
holiday season. The survey findings supplied us with compelling
information to share with the media. This, combined with a series of
well executed news announcements and a unique looking press kit,
provided a compelling story about Shutterfly.
We knew that the media would likely be receptive to stories about
new trends around the holidays. For Baxter Group, the challenge was
to understand not only the publication itself, but also how the
specific reporters and editors had covered digital camera useage,
online photography services, in the past as well as any personal
biases that might exist before speaking to the media. In addition,
we were working against the clock as all holiday stories could be
expected to be completed by the middle of December.
Media Results
More than 300,000,000 impressions!
More than 300 high profile consumer, business and industry
publications and broadcast outlets!
Highlights include:
The New York Times
Women's Day
Better Homes and Gardens
Tampa Tribune
PC Magazine
Washington Post
Wall Street Journal
Financial Times
Detroit News
Consumer Reports
San Jose Mercury News
The Plain Dealer
The Baltimore Sun
American Baby
Baby Talk
Chicago Sun-Times
USA Today
Pittsburgh Post-Gazette
Fort Worth Star Telegram
San Francisco Chronicle
San Diego Union Tribune
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