Garnering Media Attention, One Slice at a Time

Challenge

Garner national media attention for a parochial non-profit

Gain media exposure for The Chicago Innovation Awards, its winners and partners through a media outreach campaign beyond its traditional and parochial borders. In addition, determine what more the organization could do with its vast swaths of Chicago business and startup data to further position the city as an innovation capital, and the Chicago Innovation Awards as the predominant hub of such information.

The Chicago Innovation Awards exists to make Chicago a recognized hub of innovation by igniting a new narrative for the region, strengthening its economic future and building the spirit of innovation throughout the community. It believes that innovation creates competitive advantage and directly builds the economy of the Chicago region; that stimulating innovation is an on-going process; and that innovation exists in many forms: big company and small, for-profit and not-for-profit, high tech, low tech and no tech, across all industries and sectors driving the region’s economy. The Chicago Innovation Awards stresses that innovation can be taught and learned and that innovation requires collaboration across a wide range of constituencies, including corporate leaders, start-up entrepreneurs, university leaders, faculty members, and students, investors, and public officials.

Each year, the Chicago Innovation Awards, and winners from y ears previous, travel to New York to ring the opening or closing bell at the Nasdaq stock exchange and the organization sought to leverage this trip to earn media exposure for the organization.

Solutions

Gain media attention with creative “Slice of Chicago” pitch.

Partner with NASDAQ.

On-site media relations support.

To gain the attention of reporters and editors not typically used to hearing from a local organization, such as The Chicago Innovation Awards, Tech Image organized a pitching campaign that included “sending a slice of Chicago” to targeted reporters, editors and producers.

Tech Image also partnered with Nasdaq media relations staff to coordinate outreach to New York-based and media already on-site at Nasdaq.

Finally, Tech Image joined the traveling party in New York to provide on-site media relations support, which included additional on-site media outreach and interview facilitation.

Tech Image also supplied those appearing on camera during the bell-ringing ceremony with Chicago City flags, appropriately representing the group of businesses as a whole to a national broadcast TV audience.

Finally, Tech Image developed title cards, such as the one shown below, illustrating some of the economic impact previous award winners generated. These title cards appeared on Nasdaq’s 10-story video tower in Times Square.

Results

Tech Image secured a number of broadcast and print media placements of the awards program and its winners, as well as made significant inroads with the nation’s most predominant journalists via its creative use of “deep dish pizza pitching.” Highlighted Placements Include:

Chicago’s ‘Silicon Prairie’ is the Tech Darling of the Midwest
-Fox Business

Capitalize: Swingbyte and the science of the golf swing
-Business News Network – The Street (Canada)

Interview: Tom Kuczmarski – Chicago Innovation Awards
-Sinovision (China)

 

Tech Image’s outreach effectively raised the profile of the Chicago Innovation Awards beyond its traditionally successful local media relations outreach. The campaign netted a number of follow-up media opportunities or placements at outlets such as CCTV – America; CNN Money; The Wall Street Journal; Fox Chicago; NBC Chicago and WGN.

www.chicagoinnovationawards.com

To make Chicago a recognized hub of innovation by igniting a new narrative for our region, strengthening its economic future and building the spirit of innovation throughout the community.

Looking for a Digital PR Company?

  • Ask to see social media “accelerators” in news coverage

  • Ask to see the list of “Digital Influencers” for your industry

  • Ask to see how video assets are used in media coverage

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