AP Broadcast radio syndicate, November 15
Who is your client, and what are its media goals?
Conor Lee: Our client is Senior Educators, a national Medicare insurance brokerage specializing in helping seniors both understand and enroll in private Medicare insurance plans. It was looking to raise its brand awareness with a national campaign tied to the Medicare Part D enrollment period, which launched on November 15.
Syndicated radio like AP Broadcast is great for national campaigns, but can be hard to pitch. How did you reach out to AP's radio producers?
Lee: We knew that following the midterm elections, Medicare Part D would be an issue that many in the media would focus on. After identifying the healthcare producers at AP Broadcast, we sent them a pitch letter in early November with 10 tips to simplify Medicare. We followed up with a call and were able to secure an interview for Senior Educators president Brian Poger.
There were a lot of "experts" looking to offer insight on the first day of the enrollment period. How did you cut through that clutter?
Lee: Many advocates were pushing one side or the other in the political battle over Medicare Part D. We succeeded by focusing solely on education and advice for seniors, and were able to provide a breath of fresh air on this complicated issue.
How much media training did Poger need for the interview?
Lee: We began the campaign with a media-training day with Poger and worked to fine-tune the messaging as the campaign progressed. Poger did a great job, and the producers ended up using several of his quotes, along with some background information we provided.
What was the impact of the hit?
Lee: The AP Broadcast story went to more than 600 affiliated radio stations on November 15. In addition, a text version ran online on approximately 100 radio and television Web sites. The hit ended up being the first major spark in a very successful media campaign, so the client was pleased.
Name: Conor Lee, counselor, Full Court Press (Oakland, CA)
Placement: AP Broadcast radio syndicate, November 15
Pitch timeline: Seven days