Who is your client and what are its media goals?
Julie Gustafson: The Visiting Nurse Association (VNA) provides a variety of services, including care for the terminally ill, vaccines, and employee healthcare management. We work with the St. Louis division, who wanted to stress the importance of annual flu shots - not just for the elderly, but also for busy professionals on the go.
What made Fox 2 News such as good hit? How did you pitch the show's producers?
Gustafson: We reached out to all local media, but especially targeted KTVI because its morning news is one of the most watched in St. Louis. I had developed a good relationship with their producers, so I pitched them via e-mail that the VNA would be providing drive-through flu shots in a fun environment at area Krispy Kreme doughnut shops, stressing how this would make a great visual for an important public health issue.
Live remotes can be challenging. How did you work with the VNA and KTVI to pull that off?
Gustafson: We focused on the Krispy Kreme shop closest to their studio and made sure our primary spokesperson was stationed at that location. We also worked with the marketing director of the St. Louis Krispy Kreme franchises so they were ready for the media.
Did you media train the VNA spokesperson? What other support material did you provide to clinch the placement?
Gustafson: We had already done media training, but did provide talking points on the importance of annual flu shots and the vital role the VNA plays in the community. We also provided producers with background information on flu season that they wove into the segment.
What was the impact of the hit?
Gustafson: The live remote had an immediate impact, driving traffic to all four Krispy Kreme locations where the VNA was providing flu shots. Other TV stations, as well as local radio and print, covered the event, which raised awareness of the VNA, which thrilled their local leaders.
Name: Julie Gustafson, president, Words that Work (St. Louis)
Placement: KTVI Fox 2 News, October 18, 2007
Pitch timeline: Ten days