Case Studies: Media Relations

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Launching a New Product: the "Smart Car"

smart USA, the exclusive distributor of Daimler’s smart fortwo two-seater microcar in the United States and a wholly owned subsidiary of the Penske Automotive Group, needed a key partner for corporate and product communications strategy. Stratacomm was selected to help smart USA introduce, launch and sustain sales of a new vehicle concept in America – the country’s smallest gas-powered vehicle.

A Sweeter Alternative: Ending the Import Tariff on Sugarcane Ethanol

A cost-prohibitive tariff blocked Brazil from sharing sugarcane ethanol in the United States for more than 30 years. With the import tax on ethanol slated to expire again after being extended consistently since 1980, the Brazilian Sugarcane Industry Association enlisted Stratacomm to lead an aggressive advocacy program that would educate Americans about the many benefits of this unfamiliar renewable fuel and persuade lawmakers to end the unfair tariff. The two-year Sweeter Alternative campaign built significant grassroots support, generated widespread positive media coverage, and helped influence a bipartisan 73-27 vote in the U.S. Senate that sealed the tariff’s fate. The trade barrier expired on December 31, 2011.

Introducing Clean Diesel to Opinion Leaders

It was a time when diesel was under attack, leaving the future of the industry in doubt. California had listed diesel exhaust as a toxic air contaminant. The tone of media coverage was extremely negative. Policy leaders did not recognize diesel’s economic importance. That's when the Diesel Technology Forum tapped Stratacomm to help tell the other side of the story.

Securing Tax Credits for Clean Air Solutions

To demonstrate the air quality benefits of upgrading old stoves with new, more efficient wood and pellet stoves, Stratacomm helped the Hearth, Patio & Barbecue Association produce a live-burn demonstration outside EPA headquarters in Washington. The event became a high-profile platform to unveil a new website, video and report on a successful woodstove changeout program in Libby, Montana resulting in coverage on ABC’s Good Morning America and helping secure a tax credit for efficient stoves in the 2009 stimulus bill.

Motivating Motorists to Change Their Routes

Stratacomm developed and implemented a multifaceted and resonant campaign to urge drivers to stay away from the Wilson Bridge corridor. Branded “Mission Possible-Keeping You Moving,” the campaign featured prominent news story placements, creative ads on targeted traditional and online media and stakeholder outreach to trucking associations, motor coach operators and other long-distance travelers.

Communicating Clear, Concise and Compelling Healthcare Messages

Stratacomm worked with Altarum to define a message platform that was clear and concise. Then, Stratacomm arranged a roundtable discussion to introduce the new Altarum to key audiences, and position the organization and its subject matter experts as future spokespeople.

Helping the University of Michigan Compete for Business Students

Through strategic media relations outreach, Stratacomm has positioned U-M EE and its faculty as thought leaders in the areas of talent management, human resources, positive leadership, innovation and business acumen.

Showcasing Lifesaving Military Equipment on Capitol Hill

Stratacomm helped Navistar organize a high-profile, hands-on vehicle display on Capitol Hill. The MaxxPro was positioned in front of the U.S. Capitol. Stratacomm invited members of Congress, military leaders, media and American citizens to climb around, kick the tires and see for themselves the vehicle’s benefits.

Gaining News Where News Was Due

BMW Motorad turned to Stratacomm for help in gaining widespread media coverage on the announcement of the manufacturer's installation of anti-lock brakes (ABS) as standard equipment on all motorcycle models.

Going on Offense During a Crisis

When the Insurance Institute for Highway Safety (IIHS) conducted a new, experimental crash test that pitted the smart fortwo microcar against a Mercedes C-Class, smart USA engaged Stratacomm to provide crisis counseling support to assure that smart had an equal voice in media coverage.

Spotlighting DARPA's Urban Challenge

Working with several hundred event organizers and on-site staff, Stratacomm developed and supported an ongoing public relations campaign throughout the life of the DARPA Urban Challenge competition.

Targeting Capitol Hill to Promote Action on Jobs

Stratacomm worked with AEM and AED to launch Start Us Up USA!, a comprehensive communications campaign with a striking visual element: an idle equipment caravan that moved across the country.

Rallying Support To Help The Construction Equipment Industry

Stratacomm helped maintain the campaign’s momentum by holding a press conference on the National Mall accompanied by a caravan of construction equipment through the streets of Washington to send a direct message to lawmakers.

Connecting Hearts and Minds to Educate Detroit’s Youth

In just seven days, Stratacomm helped Houghton Mifflin Harcourt plan an emotional, grassroots rally to kick off an unprecedented, multi-year partnership designed help reshape curriculum in one of the most under-performing urban school districts in the nation – Detroit Public Schools.