Who is your client? What are its media goals?
Liz Anklow: The Box Butler is a brand new company that provides New Yorkers with a service that picks up, stores, and delivers clothing and other items cluttering up their apartments until they need them. The company launched in mid-March, and its media goals were to raise awareness, establish the brand, and educate city residents about the service.
What made WABC-7 such a good hit for the company? How did you pitch the producer there?
Anklow: WABC-7 is one of the leading newscasts in the New York area, which makes it a great target. I pitched the producers via e-mail, noting that The Box Butler would be a perfect hook for a spring cleaning segment.
Did you have to do media training or provide b-roll for the segment?
Anklow: We did provide The Box Butler founder Scott Sinclair with talking points. Because the company just launched, we didn't yet have b-roll, so we arranged to have on-air reporter Lauren Glassberg go to one of The Box Butler's first customers to see the service in action.
What was the impact of the hit?
Anklow: Not only did the segment air on TV, but WABC chose to include it in the video [it runs] in taxis throughout the city. The piece also triggered follow-up stories in the New York Post, New York Daily News, and on Fox 5's Good Day New York. The publicity helped The Box Butler obtain nearly 200 customers in its first few months and led to interest in setting up the service in other major cities, such as London. As a result, [Sinclair] was thrilled with our work.
Name: Liz Anklow, EVP, DKC (New York)
Placement: WABC-7 New York, March 26
Pitch timeline: Two weeks