Who is your client? What are its media goals?
Alissa Pinck: Boombang is an LA-based design firm that partners with companies, ranging from small firms to big brands such as Nickelodeon and Memorex, helping them with everything from conceptualizing products to design and strategy. [Its] media goals are to raise [its] profile both regionally and nationally... through the trade and business press.
What made the Los Angeles Business Journal such a good hit for the company? How did you pitch the reporters there?
Pinck: The LA Business Journal is the leading dedicated business outlet in the area, reaching companies in a number of... categories... We pitched reporter Joel Russell initially by e-mail, later following up with a phone call. The hook Russell found most interesting was Boombang's business model, which is unusual in its industry – instead of an upfront fee, the company takes a percentage of finished product sales.
Did you do any media training with Boombang founder Tylor Garland? What other information did you provide to help clinch the placement?
Pinck: We didn't have to media train Tylor because he's very comfortable talking with the press. Yet, we did arrange for Russell to come to Boombang's offices to meet with Tylor and others at the company. We also arranged for Russell to speak with a Boombang client... [which] provided great art of past and upcoming products Boombang had designed.
What was the impact of the hit?
Pinck: The full-page profile of Boombang not only triggered new business leads in the area, but also a lot of positive comments from current clients, so company executives were really happy with the placement.
Name: Alissa Pinck, GM/VP of JS2 Communications
Placement: Los Angeles Business Journal, July 21
Pitch timeline: Two months