Increasing earned media coverage of the Disney Teacher Awards was the key goal outlined when Disney Worldwide Outreach hired Tricom Associates to handle the media outreach starting with the 2005 awards. Despite the well-known brand name, the awards program was only garnering about 100 news stories each year. Tricom changed that, generating nearly 700 clips in 2005 and more than 1,300 in 2006.
During our work for the Presidential Awards for Excellence in Mathematics & Science Teaching (PAEMST), we had the opportunity to get to know and be inspired by hundreds of teachers from around the country.
The United States Student Association (USSA), the country’s oldest and largest student-led organization that represents more than 4.5 million college students, organizes an annual legislative conference culminating with National Student Lobby Day.
Tricom was challenged to create buzz for the 2010 National Student Lobby Day Rally and to pitch some of the participating students as spokespeople for the issue at the center of this year’s efforts: reform of the student financial aid system.
Tricom was charged with helping to build the reputation of the cable industry’s education foundation, Cablein the Classroom (CIC), as a leader in education initiatives and as a resource on education technology research. As an embedded CIC partner, nearly all of Tricom’s staff worked with the client to ensure every CIC activity was part of the finely honed communications strategy.
Tricom’s success in generating nationwide coverage of the National Science Foundation’s Presidential Awards for Excellence in Mathematics and Science Teaching (PAEMST) demonstrates how the Tricom method of individualized 50-state releases and aggressive outreach can transform a “quiet client” with little tradition for promotion into a nationally known resource and authority.