Danielle Ferris: Ultra Motor provides urban transportation solutions for the global market. [Its] media goals, in this case, were to build broad awareness for the US launch of [its] A2B electric bicycle.
USA Today has a huge circulation, but what made it ideal for Ultra Motor? How did you pitch the reporters and editors there?
Ferris: USA Today has a broad reach, [enabling] Ultra Motor to simultaneously reach many of the markets it was targeting for its dealer network. After researching and pitching reporters across a myriad of beats at the paper, I finally got the interest of Ed Baig, a well-respected technology reporter, and invited him to test drive the A2B.
Did you media train Ultra Motor CEO Chris Deyo? What else did you do to help clinch the placement?
Ferris: We did go over message points with [Deyo], but our goal all along was to get [Baig] to try the A2B for himself. We ended up traveling to a Starbucks near his home in New Jersey for an informal interview and demonstration. As we helped [Baig] get the A2B back to his home for a week-long trial, we were able [to] drive home a compelling narrative centered on how the A2B is a stylish and economical solution to a number of issues facing urban commuters.
What was the impact of the hit?
Ferris: Launch day for the A2B commenced with this story, which ran both above the fold [of] USA Today's “Technology Live” section, as well as on USAToday.com. Since the piece triggered numerous dealer and consumer inquiries, the company's global executives were thrilled.
Name: Danielle Ferris, senior account executive, Access Communications (San Francisco)
Placement: USA Today, August 8
Pitch timeline: One month