Strategy of the Week


This week's strategy: Know your audience. PR professionals sometimes lose sight of their true target, especially in the case of long-term, ongoing campaigns. When the 12-year- old "Don't Mess with Texas" anti-litter campaign was awarded to Tuerff-Davis EnviroMedia, the PR team realized it needed to do some research to uncover the best direction for its messaging. After groundbreaking research that analyzed more than 20,000 pieces of trash from Texas roadsides, the firm discovered that the campaign's target audience, pickup truck-driving males between the ages of 18 and 34, was no longer responsible for the majority of Texas' litter. The campaign was targeting an off-base demographic. Tuerff-Davis adjusted the campaign to hit both males and females under the age of 24, whose fast food trash lined the state's highways. Efforts targeted at this group have resulted in a 52 percent drop in litter since 1995, and Tuerff-Davis will take the campaign straight to the demographic it calls "Generation Litter" during the next four years. This strategy comes from our PR NEWS Book of 100 Best Case Studies in PR, a compilation of top case studies in marketing communications, media relations, crisis communications and more. To order your copy, call 888/707-5814.

Subscribe Now  |  Login




Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.