|
|
 |
>Home
>What We Do >Case Study
Case Study: Municipal League of King County
|
|
The client:
The Municipal League of King
County, a non-partisan public interest group working to
enhance responsible government and improve citizen civic
participation.
The objective:
Hired Moore Ink. to publicize its
annual candidate ratings for the 2001 September primary
election.
The strategy:
Leverage the League’s 90-year
history and positive reputation by building anticipation
among the media for the ratings to generate stories and
op-eds.
The tactics:
Since March 2000 and continuing
today, Moore Ink. has served as chief strategist and
implementer of comprehensive marketing and promotional
efforts including:
- Targeted specific reporters and editors with advance
notification of the ratings release
- Emailed and
mailed a comprehensive, professionally written news
release to targeted publications
- Followed up the
release with phone calls, facilitated interviews with
the League’s president and executive director, and wrote
and pitched a League op-ed column
The results:
Publicity in 2000 consisted of one small article in The
Seattle Times. Moore Ink.’s efforts in 2001 produced op-eds
in The Seattle Times and
Puget Sound Business Journal and 17 news articles in
four daily and eight weekly newspapers, including the
Times,
Seattle P-I and
Eastside Journal.
|
|
 |
Moore
Ink.
