Who is your client and what are its media goals?
Shana Harris: DeWalt is the professional power tool division of Black & Decker. We've had a lot of success pitching DeWalt to trade outlets aimed at the construction industry. When the company introduced Mobilelock, a GPS-enabled security system that lets [the consumer] track and recover stolen items, we broadened our outreach to include more consumer-centric national outlets.
What made The Denver Post such a good target for DeWalt, and how did you pitch the editors and reporters there?
Harris: Denver was one of the markets we targeted, and the Post is well read and respected there. It helped that Denver has a number of Mobilelock users who were willing to provide testimonials that we included in our pitch to the business page editor.
DeWalt is a brand primarily known among pro contractors - did that present a challenge?
Harris: It was a challenge, but we were able to give the story a newsworthy angle by tying it to the housing slowdown. We noted that many home builders have nearly completed houses sitting empty, and we provided statistics that showed the impact of theft at these homes, as well as how those costs were being passed down to homeowners.
Did you train DeWalt executives for the media? What other information did you provide to help clinch this placement?
Harris: DeWalt's marketing and sales director Bill Pugh had already done media training with us and had the key messages, but we did reach out to several contractors and pre-interviewed them to talk to Post reporter Christian Toto. They were great because they were really passionate about Mobilelock as a solution to job-site theft.
What was the impact of the hit?
Harris: Right after the story ran, three different Denver retailers called DeWalt wanting to carry the product. The company was thrilled with the placement and has since shared the Post story with its sales team, and retailers are using it in-store to educate users about Mobilelock.
Name: Shana Harris, VP of Warschawski (Baltimore)
Placement: The Denver Post, January 5
Timeline: 15 weeks