CASE STUDY: President Barack Obama Recognizes Master Lock
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CASE STUDY: President Barack Obama Recognizes Master Lock
- 1. POTUS recognizes Master Lock Job to be Done: Raise awareness about Master Lock’s efforts to bring jobs back to America. Strategic Approach: Capitalize on President Barack Obama’s public pledge to bring jobs back to America and his recognition of Master Lock during his State of the Union address. o Work with the brand to define and own its position on its reshoring efforts. o Disseminate messaging via a series of strategic news releases and CEO interviews. o Work with employees to deliver consistent messaging in media interviews during the president’s visit to Master Lock and publicize live social media updates to keep consumers informed. Outcomes: o Generated positive brand coverage and conversations surrounding company’s reshoring efforts o 2.5 billion media impressions, including CNN Money, Bloomberg and Milwaukee Business Journal 1
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- Notes: What started as a brand shout-out during President Barack Obama’s State of the Union address and was followed with a seat at a national jobs forum at the White House turned into a national media opportunity for Master Lock. Program TacticsWorked side-by-side with Master Lock to develop and distribute press releases owning and defining Master Lock’s position on its reshoring efforts -Helped craft key messages and Q&A documents for Master Lock employees and leadership as guidelines for media conversations-Four press releases based on key time pegs: 1) Master Lock recognized in State of the Union Address, 2) Master Lock CEO John Heppner participated in Insourcing Jobs Forum at the White House, 3) Announcement of President Obama’s upcoming visit to Master Lock, 4) Recap of President Obama’s visit to Master Lock (with images)Assessed, identified and facilitated media opportunities surrounding events (year-long effort)-Vetted media opportunities to ensure they were a fit for the brand and appropriate for leadership-Reviewed, packaged and provided Master Lock with interview requests in an easy-to-digest format for evaluation-Confirmed and scheduled media opportunities beneficial to the brandProvided on-site assistance during the POTUS visit-Checked in media and fulfilled support roles as designated by the White House Advance Team-Monitored post-event media conversations and interviews with Master Lock employees to ensure only accurate and appropriate information was shared-Coordinated live social media updates from the eventImpressions Breakdown:Print Impressions – 45,444,479Online Impressions – 921,083,246Radio Impressions – 750,000TV Broadcast Impressions – 18,691,070Business Wire Press Release #1 (1/24) – 700,672,698Master Lock Highlighted at State of the Union Address for Moving Jobs Back to U.S.Business Wire Press Release #2 (2/15) – 810,418,711President Obama Visits Master Lock to Discuss American ManufacturingJSH&A Media Relations – 25,161,29012 total placementsABC NewsCNN MoneyMilwaukee Business JournalMilwaukee Journal SentinelKABC 790 Talk RadioBloombergWISN 12The Epoch TimesBizTimes MilwaukeeWTMJ 620 RadioNational – 4 clipsMilwaukee (home) Market – 7 clipsCalifornia Market – 1 clip