Marketing Case Studies, Public Relations Case Studies, zcomm Marketing and Communications

The American Academy of Orthotists and
Prosthetists (AAOP)
The Message: The American Academy of Orthotists and Prosthetists asked zcomm to help promote the field of orthotics and prosthetics as a professional and rewarding career.

The Strategy: Created a short video that can be used by practitioners, high school career counselors and higher education institutions to promote the field, emphasizing the professional and personal rewards. In addition, zcomm produced radio and TV public service announcements and will launch a media relations campaign in December, 2007.

The Results: ‘The Sky’s the Limit’ video was presented and well-received by 6,000 practitioners at an AAOP conference in San Francisco in March. The distribution of PSAs began in June, 2007.

The Sky's the Limit (Windows Media File)

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Agency for Healthcare Research & Quality
(AHRQ) In-Store Announcements
The Message: AHRQ wanted consumers to be informed about family health care issues.

The Strategy: Took advantage of zcomm's innovative in-store network to reach out to consumers in pharmacies. Placed government-sponsored AHRQ health information brochures at the pharmacist's counter in hundreds of pharmacies and broadcast messages on the pharmacies' in-store audio networks to direct customers to "pick up a copy right now."

The Results: AHRQ had to rush thousands of additional brochures into distribution in order to meet demand. Announcements about the brochures were broadcast more than 35,000 times, throughout the Giant, Super G and Stop and Shop grocery/pharmacy stores. In addition, AHRQ commissioned zcomm to write, shoot and produce a 30-second video on safely taking prescription drugs. This video was broadcast over Wal-Mart's in-store video network, in 2,500 stores, more than one million times!

Click here for sample (Quick Time mp3)

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Alzheimer's Association of America
Radio News Releases
The Message: In July 2006, the Alzheimer's Association called on zcomm to produce a series of radio news releases, in both English and Spanish, focusing on a series of research breakthroughs related to Alzheimer's, in conjunction with the Association's international conference in Madrid.

The Strategy: zcomm worked closely with the Alzheimer's Association and with newsrooms to provide advance notice of each upcoming embargoed story about research breakthroughs related to Alzheimer's. By pitching in advance and then releasing the audio files and transcripts of each release at precisely the embargo deadline, zcomm's releases reached radio newsrooms before networks and wire services broadcast them.

The Results: zcomm's multiple personal pitches and outreach for this series resulted in more than 1,300 confirmed broadcasts in English and Spanish, with more than 25 million estimated impressions. Additional broadcasts were logged on XM Satellite Radio, Sirius Satellite Radio and CRN Cable Network, with a total return on investment of 820%.

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American Film Institute B-roll Package
The Message: In June 2006, the American Film Institute (AFI) revealed the list of its most inspiring movies of the last century, and produced a three hour TV special, "100 Years..100 Cheers," focusing on those movies. The challenge: to gain maximum exposure for the Institute's list, drive traffic to its website and promote viewership of the TV special, through exposure of a variety of clips from the broadcast, placed within news broadcasts across the country.

The Strategy: Working closely with the AFI, video clips of Melissa Etheridge, William H. Macy, George Foreman and Sally Field were selected for distribution. A carefully crafted alert drove editors and producers to satellite feeds of the clips, with additional tape copies provided as needed.

The Results: Our B-roll package netted 92 hits, with a total of 14,566,173 audience impressions. Value of the placements: $659,408.

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Association of Home Appliance Manufacturers
(AHAM) Radio News Releases
The Message: Promote AHAM's Clean Air Delivery Rate certification program covering a variety of air cleaners.

The Strategy: zcomm produced eight RNRs with topics ranging from allergies and summer travel to allergy drug spending and clean air holiday shopping lists. All eight releases included a soundbite from an allergist or spokesperson from an allergy organization, and the Clean Air Delivery Rate website, CADR.org. zcomm distributed all releases nationally, but focused on six DMAs: Los Angeles, Houston, Baltimore, Washington, DC, Charlotte and Knoxville. zcomm researched allergy statistics in local markets to help localize the story and increase placements.

The Results: The Clean Air Delivery Rate website, cadr.org, experienced a 250% increase in traffic during the campaign period, far exceeding client expectations.

Click here for sample (Quick Time mp3)

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Pfizer/Caduet Pharmacy Audio Features
The Message: Pfizer and Caduet set out to educate listeners about heart disease – the number one killer in America – as well as other health factors, such as high blood pressure and high cholesterol. With medication, such as Caduet, risk of the disease is manageable.

The Strategy: The 30-second in-store audio message presented by Pfizer, sponsor of Caduet, was designed to get the word out about the risk and the importance of getting treatment.

The Results: Secured in-store broadcast airtime in over 800 pharmacies in Caduet's four target markets. Pharmacies included: Eckerd, Kroger, BiLo, Pathmark, Ingles, Wegman's, Walgreen's, Winn Dixie, Shoprite, Food Lion, Albertson's, Giant and Safeway. The campaign delivered over 333,000 total broadcasts and nearly 17 million impressions, resulting in an attractive Cost Per Thousand (CPM) of $2.79.

Click here for sample (Quick Time mp3)

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Center for International Disaster Information (CIDI)/USAID Radio & Video News Releases
The Message: When disasters strike overseas, cash is the most effective way to get relief to victims quickly.

The Strategy: Used zcomm's broadcast journalism professionals to quickly craft radio and TV news broadcasts that conveyed urgent information (and in the case of TV, dramatic video) about the disaster, and explained why cash donations are more beneficial to international relief organizations than clothing or food.

The Results: zcomm's continuing series of radio and video news releases in English and Spanish got the message to millions of listeners and viewers - fast! CIDI's radio and video news release following the Tsunami in South Asia delivered 13 million impressions. And by adding a radio media tour on local and network stations, zcomm delivered CIDI's message on more than 80 additional outlets!

Click here for sample (Quick Time mp3)

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got milk?™ Shake Stuff Up Tour Radio Promotion
The Message: Drinking milk is not only good for teenagers, it's cool!

The Strategy: Used zcomm's wide-ranging experience with radio contests and promotions to attract teens across the country to prompt entries and drive attendance for a Battle of the Bands contest and event in 90 target markets.

The Results: 81% of the stations zcomm partnered with were the #1 or #2 teen station in the market. zcomm delivered a million-dollar-plus promotional value, and a 322% return on investment! More than 10,000 spots and mentions drove teenagers to get in on the got milk? "Shake Stuff Up" tour!

Click here for sample (Quick Time mp3)

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Jergens® Video Podcasts/Tractenberg & Co.
The Message: zcomm was asked by Tractenberg & Co. to write and produce four video podcasts for Jergens® natural glow Firming Daily Moisturizer. The goal is to position the product as part of a daily regime that will help women tone and bronze their bodies throughout the summer.

The Strategy: Create four video podcasts of the Jergens® Bikini Boot Camp with celebrity fitness expert David Kirsch. As a well-known fitness guru, David will demonstrate four exercises and tag each segment with product description and endorsement.

The Results: Campaign launched in June, 2007.

Jergens Video Podcast 01 (Windows Media File)
Jergens Video Podcast 02 (Windows Media File)
Jergens Video Podcast 03 (Windows Media File)
Jergens Video Podcast 04 (Windows Media File)

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Jim Beam Responsible Drinking TV and Radio PSAs
The Message: "Drink Smart" - Jim Beam Bourbon supports responsible drinking.

The Strategy: Used zcomm's broadcast PR experience and relationships to produce and distribute radio and TV public service announcements, leveraging Jim Beam's partnership with Indy car owner Michael Andretti and champion Indy race driver Dan Wheldon.

The Results: PSAs produced at Andretti's home track in Pennsylvania were distributed to hundreds of radio and TV stations. Our radio and TV efforts generated more than 20 million impressions and more than a 5,000% return on investment for Jim Beam!

Click here for sample (Quick Time mp3)

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Liberty Mutual Insurance Radio Tour
The Message: In September 2006, Liberty Mutual called on zcomm to research, book and produce a radio tour to enhance its image as one of the most trusted insurance companies in the world.

The Vehicle: The College Football Coach of the Year award.

The Strategy: zcomm developed key messages to be delivered during interviews by legendary ABC Sports college football commentator Keith Jackson. Jackson urged fans to visit Liberty Mutual's website to vote for the College Football Coach of the Year, and in the process, emphasized the importance of trust, both in the coaching of a college football team, and in choosing an insurance company.

The Results: In nationwide interviews on ESPN Radio, Fox Sports Radio, Sporting News Radio and on powerhouse radio stations including WFAN/New York, zcomm's radio media tour with Keith Jackson reached 9 million listeners in 18 separate interviews, achieving a return on investment of 1,172%. zcomm's multiple personal pitches and outreach for this series resulted in more than 1,300 confirmed broadcasts in English and Spanish, with more than 25 million estimated impressions. Additional broadcasts were logged on XM Satellite Radio, Sirius Satellite Radio and CRN Cable Network, with a total return on investment of 820%.

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Mr. Coffee® Toby Keith Contest & Radio Tour
The Message: Country music superstar Toby Keith's favorite warm up act is Mr. Coffee!

The Strategy: zcomm developed a 10-market radio contest/promotion and a coordinated 17-interview radio tour to leverage Mr. Coffee's Toby Keith tour sponsorship.

The Results: Toby Keith got more than two hours of live radio exposure on the day his advertising partnership with Mr. Coffee was announced. Each station participating in the contest provided dozens of mentions for Mr. Coffee, the Mr. Coffee website, and Mr. Coffee's Toby Keith tie-in. In addition to key country radio stations, Toby also appeared on two nationally-syndicated broadcasts with a reach of 1,700 stations! With a combined airtime and promotional value of nearly $130,000, the return on investment was more than 600%!

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National Cancer Institute Radio Tour With Clyde Drexler
The Message: "Shoot For Nine" - Nine servings of fruits or vegetables a day can help prevent cancer and high blood pressure among African American males.

The Strategy: zcomm booked legendary NBA and Olympic basketball star Clyde Drexler on a 12-interview radio tour on leading African American-targeted stations and national networks, including The Tom Joyner Show.

The Results: A total potential audience of more than 29 million, and a more than 1600% return on investment!

Click here for sample (Quick Time mp3)

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Operation Hope TV and Radio PSAs
The Message: Low income earners, particularly those affected by Hurricane Katrina, may benefit enormously from the Earned Income Tax Credit. But millions of these taxpayers are unaware they are entitled to this benefit.

The Strategy: In March 2006, Operation Hope turned to zcomm to distribute radio & TV PSAs related to the Earned Income Tax Credit available to working families. The messages, narrated by President Bill Clinton, were targeted to victims of Hurricane Katrina. Reaching these victims was problematic because many have relocated hundreds or thousands miles away, in media markets scattered across the south, southeast and mid-Atlantic. zcomm painstakingly researched to find TV markets and target radio formats & stations most likely to reach relocated Katrina victims. Pitching took place on a continuing, rolling basis to maximize exposure.

The Results: zcomm's multiple personal pitches and outreach resulted in more than 37,000,000 estimated impressions over five months on both radio and TV.

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Today's Military Radio Media Tours and Radio News Releases
The Message: There are great career opportunities in all branches of the U.S. Military.

The Strategy: Produced three national radio media tours and two radio news releases with former military personnel who are now celebrities, including:
• Former Dallas Cowboy and US Air Force veteran Chad Hennings on new DOD survey results showing public's perception of military formed by the media.

• Ranger Mark Jones, former actor and consultant for movie "Glory" and now CEO of an international security firm (radio tour and radio news release).

• Rock singer and former US Army vet Valerie Vigoda (radio tour and release).

The Results: The Chad Hennings radio tour resulted in almost 12 million impressions and a ROI of 908%. The Ranger Jones radio tour generated more than 9 million impressions and an 870% ROI. The Valerie Vigoda tour net almost 3 million listeners and a 400% ROI.

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U.S. Army Radio News Releases
The Message: There are great career opportunities in the U.S. Army.

The Strategy: zcomm produced and distributed a variety of radio news releases (RNRs) targeting radio formats for both teens and parents. Topics included the All-American Bowl and the US Army Olympians program. The audience for each of these RNRs varied between 6 and 8 million. We now have an option for a Sunday broadcast that will generate an audience of 15+million cume audience.

zcomm is a national, award-winning marketing communications firm offering the widest range of broadcast PR services available. We specialize in creating, packaging and distributing targeted client messages through the latest technology for a variety of industries—consumer product, healthcare, food and beverage, energy, corporate, government, telecomm, tech and more.
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