Who is your client? What are its media goals?
Jimmy Lee: AltaMed Health Services is a leading private, nonprofit provider of health and human services in Southern California. [It] turned to [IW Group] to drive awareness among Chinese-American seniors and their families about AltaMed's low- to no-cost adult day healthcare for qualified patients.
What made KSCI-TV a good target? How did you pitch the producers?
Lee: KSCI-TV is the largest Asian-language TV station in the US, reaching nearly 9 million households in California and millions more across the country... We have a great relationship with the news producers there, so we used the fact that November is National Family Caregivers Month for a pitch on how AltaMed's services allow seniors to spend the day at an adult care center and nights with their family.
Different cultures have different traditions in elder care. Did that come into play in your pitch?
Lee: Yes, and for LA 18 we conveyed that AltaMed understood the Chinese culture and recognized the pressures family caregivers face, stressing that the company has the resources... to help Chinese-American family caregivers.
Did you media train AltaMed executives? What other information was needed to clinch this placement?
Lee: We went over message points with AltaMed executives and also briefed a family caregiver and his father who were profiled... In addition, we facilitated LA 18's taping of the family and a media briefing in LA's Chinatown.
What was the impact of the hit?
Lee: AltaMed's Chinese-language call center experienced a record spike in volume as a result of the... piece and other coverage by Chinese-language outlets. LA 18's coverage alone generated millions of gross impressions.
Name: Jimmy Lee, VP at IW Group (Los Angeles)
Placement: LA 18/KSCI-TV (November 14, 2008)
Pitch timeline: Three weeks