Securing a spot on TV
This case study is a good example of how we strive to understand our clients' business thoroughly and then work hard to achieve the best possible results.
Certainly one of the highlights for us in 2011 was working on a particular project with Tom Skotidas and his team of experts at the Skotidas Agency, which landed him an interview with Sky Business.
The brief from Tom was to secure high profile exposure, which positioned him as a thought leader in the social media lead generation space. Tom’s agency has a unique value proposition – unlike any other agency in the region, they specialise in helping businesses develop solid lead generation strategies using social media channels, specifically for the B2B market.
So how did we secure the Skotidas Agency an interview on this reputable business TV channel? We worked closely with Tom to identify certain industry insights he had to share that would benefit the broader business community. Then we engaged specific media contacts and worked hard to demonstrate the value Tom would bring to Sky Business viewers. Not an easy task given how busy and inundated the producers and reporters are at television studios.
We’re pleased to say that Tom’s interview was beamed out of the Fox Studios with great success and you can click here to see the coverage.
Making the most of experts
Solid Ink secured a series of interviews with retail, marketing and business media for Silverpop’s visiting Vice President of Business Development.
When Silverpop’s Vice President of Business Development, Will Schnabel, arrived in March Solid Ink was called on to help Silverpop make the most of his Aussie visit. Will was in town for a series of industry events run by Silverpop and ADMA, providing a perfect opportunity to leverage current issues to secure media exposure for the company.
By working closely with Will to understand his area of expertise, and by using relevant industry issues as a news hook, Solid Ink secured a series of interviews across Melbourne and Sydney with retail, marketing and business media. Will provided valuable commentary in five interviews with journalists, including one with BTalk on BNET. You can hear the podcast below.
Salvos call Melbourne to attention
All major radio and TV news crews attended the event to hear the Salvos’ call to action on the issue of street violence.
Last year, Solid Ink lent publicity expertise to The Salvation Army’s Connecting Melbourne discussion forum. Held at Federation Square, the aim was to grab the city’s attention and make a statement about how serious and prevalent knife attacks are on the streets of the Melbourne. Solid Ink managed all communication between Federation Square, audio visual contractors, speakers and media.
We worked closely with the Salvos to secure speaker support from the Mayor Robert Doyle, high profile psychologist Michael Carr-Greg and 774 reporter Rachel Hunt. We also created detailed speaker briefs and run sheets for all involved parties. Importantly, we secured fantastic coverage for the event with The Age, Herald Sun, AAP and on Channels 7, 9, 10, ABC news and the 7:30 Report. Additionally, we secured radio airtime with 774 and 3AW.
Click here to listen to the Salvos' interview with 774's DRIVE program.
Tom Hanks' production comes to Oz
We made the most of a one-time media opportunity for TV miniseries THE PACIFIC, resulting in strong coverage across major local and interstate media.
Despite being filmed right here in Melbourne, there was scant opportunity for local media to get behind the scenes on the Flinders Street set of TV miniseries The Pacific, directed by Tom Hanks and Steven Spielberg. In fact, during The Pacific’s 18-month sojourn in Australia, the media were invited to join the production team on-set just once.
For this one-time-only opportunity Solid Ink ran the event, coordinated one-on-one interviews, briefed spokespeople and efficiently managed TV crews, print journalists and digital media. The media call was a huge success, with all major local and interstate radio, TV and press media in attendance. The resulting coverage made a big splash for both local government and the American production team.
