If you make and sell security systems, creating awareness of your services can be a challenge, given the number of competitors in the industry. If you can share information about the safest cities in every state, though, people will pay attention and your profile will rise. That’s the campaign that the agency Clearlink created for SafeWise, which has won first place in the “Media Relations Campaign” category of PR Daily’s 2018 Digital PR & Social Media Awards.
Safewise set ambitious goals for the campaign, including establishing meaningful contacts with stakeholders in local communities, positioning SafeWise as a safety authority and driving traffic to the SafeWise site. Data analysts dove into the FBI Uniform Crime Reports to identify safe cities, and the Clearlink design team created unique content objects for each top-ranked city.
Copywriters wrote unique blog posts about the safest cities in every state. The content was rolled out at a clip of four states per month, with the outreach team connecting with local journalists and news media outlets, safety influencers, bloggers, podcasters and local government and safety officials.
Every contact got a unique, personalized email that reflected the nature of his or her involvement. The email recipients each also got a personalized certificate, website badge, video and press release to showcase on their website and social media pages. New content was produced as opportunities arose offering new angles on the data, such as “Safest College Towns” and “Safest Cities to Raise a Child.”
The effort produced more than 1.2 million visits to the SafeWise website, 4.6 million blog sessions and nearly 200 brand mentions in news reports.
Congratulations to Clearlink’s Sage Singleton.