Client: 10 for Humanity
Situation Analysis: 10 for Humanity is a for-profit company with a goal to develop 10 innovative technology-based products and mobile applications to reduce acts of violence globally by 10 percent in the next decade. The company’s first product was a revolutionary, hands-free device called the Tiger Eye Security Sensor (TESS), a piece of wearable technology designed to sense high stress in a wearer’s voice when activated by words such as “help,” “stop,” or “no.” The piece has the capability to instantly dispatch police based on the wearer’s GPS location and to video and audio record to aid in the identification and prosecution of criminals. With the Tiger Eye Security Sensor expected to enter the market in spring 2014, 10 for Humanity turned to Clairemont Communications to assist in building awareness of the company and its first product, TESS.
Objectives: Agreeing upon a media relations campaign within the client’s strict two-month deadline, we established the objectives as:
- Drive awareness of 10 for Humanity and TESS through media relations, securing a minimum of one print news story and one TV media placement.
- Increase awareness of the Indiegogo campaign benefiting TESS, securing mention of the campaign in at least one news story.
Execution:
Media Materials — With the introduction of any new technology comes the potential for technical details to overwhelm those who are unfamiliar. To avoid this issue when working with media, Clairemont first created a message board with clear points outlining TESS and its functional components, which guided media materials and pitch development. Clairemont also drafted a carefully written news release announcing TESS and its Indiegogo campaign. Additional materials included an oversized diagram of the TESS product and USB media kits promoting the Indiegogo campaign as well as photos and background information on the company, TESS and the company’s CEO, CJ Scarlet.
Telling a Story — Clairemont’s mission was to tell the story of CJ Scarlet – the inventor of TESS and CEO of 10 for Humanity – to convey the importance of this revolutionary product. Scarlet, a survivor of sexual assault and a well-respected victim’s advocate, believes deeply in TESS and its potential to change lives by reducing interpersonal violence. Clairemont secured key media interviews, allowing her to tell her personal story. In one interview, the reporter was so compelled by Scarlet’s story, she felt comfortable sharing her own story of sexual assault. Additionally, we leveraged Scarlet’s past as a U.S. marine to connect with military-beat media, resulting in coverage.
Tapping into Influencers —To garner both media and community attention, Clairemont coordinated an evening cocktail event themed “Raise Your Glass (and Voice) Against Violence,” with the goal of bringing together influential women within the greater Raleigh, N.C. community to raise awareness of TESS. Nearly 40 guests attended, including the North Carolina secretary of state. Target media were also invited, allowing Clairemont to facilitate multiple media attendees and resulting in an on-site interview with Scarlet and a local TV anchor.
Results/Evaluation:
- Drive awareness of 10 for Humanity and TESS through media relations, securing a minimum of one print news story and one TV media placement.
- We secured seven media placements in a variety of news outlets including print, TV, and online. With two TV stories – including coverage on the DMA’s most watched television news station – Clairemont also surpassed its goal of securing one TV story.
- Increase awareness of the Indiegogo campaign benefiting TESS, securing mention of the campaign in at least one news story.
- Successful media pitching ensured mention of the Indiegogo campaign benefiting TESS in five of the seven articles, helping drive awareness of the product and its upcoming launch.
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