National Public Radio, August 3
What are your client's media goals?
Heather Hennessy: Our client is Dreaming Tree Films, and it produces Samsung Fresh Films, which is a national teen filmmaking program. It was looking to raise awareness for the program and drive participation for entries and voting to select the winners.
Why did you decide to target NPR? What made it such a good hit, and how did you go about pitching the producer and reporter there?
Hennessy: NPR has the national reach that our client was looking for, and we knew it would be able to convey how passionate and committed the teens were. We used the personal story of one of the teens, who dreamed of a career in filmmaking, as part of our pitch to gain the producer's interest.
Did you also note the soaring popularity of video sites like YouTube as part of your pitch?
Hennessy: We definitely talked about the rise of user-generated content and how integral that was to our program - not just for production, but for voting for the winning film. NPR was also interested in the fact we had a MySpace Fresh Films page where we put up video and blogs.
Who was interviewed for the piece, and did you have to do any media training?
Hennessy: We did conduct media training with the client and especially the teens because we wanted to ensure they were comfortable talking about the program on set in the midst of shooting their films. We also provided reporter Lynn Neary with background material, including films from previous years.
What was the impact of the hit?
Hennessy: The NPR segment ran August 3 and mentioned two of the sponsors, Samsung and Apple. The airing occurred during a critical time for text and online voting via Fresh-Films.com. As a result, more than 1.5 million viewers nominated their favorite film. The client was pleased, and several sponsors have re-signed for 2007.
Name: Heather Hennessy, communications group director, Fuse LLC (Burlington, VT)
Placement: National Public Radio, August 3
Pitch timeline: Six weeks