Assignment No.

Media Pitch and Media Relations Strategy

Majot Kaur (xxxxxxxx)

PRLA-8121

Prof. Bob

Vidyard Media Relations Plan:

 MEDIA PITCH INTRODUCTION

Vidyard is proud to announce the opening of their new, restored historic building in

downtown Kitchener. Located at the corner of King and Queen Streets, the building combines the

architectural details of the historic building with the modern amenities of a high-tech company.

On February 25th, the company will be hosting a grand opening event featuring a tour of the

new space, demonstrations, and a kickoff event featuring founder Michael Litt and his senior

management team. The event will also feature a talk from Elizabeth Metcalfe, a modern office

architect and influencer, who will discuss how combining the old and the new is such a focus of high-

tech space redesign.

Vidyard is excited to show off the modern workspace and working conditions they have

created and to demonstrate why the Kitchener-Waterloo area is called Silicon Valley North (Moreira,

P. (2013). The event will be broadcast live to Elizabeth Metcalfe's followers worldwide, and it is a

great opportunity to recruit new talent and attract them to the new workspace.

IMPORTANT NEWS ANGLES AT GLANCE

1. High-tech firm Vidyard moves to a historic building in downtown Kitchener.

2. Founder Michael Litt will virtual tour of building and its modern amenities.

3. Drop-in spaces, collaboration areas, and conference rooms with video hook-ups.

4. Grand opening event to be held on Feb. 25 with tours and demonstrations.

5. Elizabeth Metcalfe, modern office architect, to give talk and broadcast it live to her

followers.

6. Opportunity to recruit new talent and highlight the area as Silicon Valley North.

MEDIA PLAN & STRATEGY

Objective: Promote Vidyard’s grand opening event and highlight their accomplishments and

their adaptive reuse of the building.

 TARGET MEDIA OUTLETS

1. Magazines: i. Exchange Magazine for Business, ii. Stare City Guide

2. Newspapers: i. Waterloo Region Record, ii. Kitchener Post

3. TV: i. CTV, ii. CTV Kitchener

4. Radio: i. CityNews 570, ii. CJIQ-FM

5. Digital/Online Media: TechCrunch

TARGET AUDIENCE:

1. Local tech community

2. Local businesses

3. Potential employees

PROMOTION STRATEGY

1. Create press releases and distribute them to local media:

Press releases are written documents that are distributed to the media to announce

company news, such as new products and services, events, awards, and partnerships. They

can be distributed to local media outlets, such as newspapers and radio stations, to help

generate awareness of the company and its offerings.

2. Create social media content and post on the company’s social channels:

Social media content includes text, images, videos, and other forms of digital content that

can be shared on popular social media networks. This content can be used to promote the

company’s products and services, engage with customers and potential customers, and build

brand awareness.

3. Create email campaigns and send them to potential employees:

 Email campaigns are a form of digital marketing used to reach potential employees. They are

typically sent in the form of a newsletter or promotional email. These campaigns can be used

to provide information about job opportunities and company culture, as well as to attract

and retain top talent.

4. Create blog posts and post on the company’s website:

Blog posts are written content that can be used to inform and engage readers. They can be

used to promote products and services, give advice related to the company’s industry, and

provide updates about the company.

5. Partner with fellow tech companies in the area to cross-promote:

Cross-promotion is a marketing technique used to promote one company’s products and

services through another company. By partnering with fellow tech companies in the area,

companies can reach a larger audience and generate more leads.

6. Engage with influencers who have a large following in the tech community:

Influencers are individuals who have a large following in the tech community. They can be

used to promote the company’s products and services, as well as to build relationships with

potential customers.

7. Engage with local community groups:

Engaging with local community groups is an effective way to build relationships with

potential customers and to spread awareness of the company’s offerings. This can be done

through donation drives, volunteer events, and other activities.

8. Advertise on relevant websites and blogs:

Advertising on websites and blogs is a great way to reach potential customers. This can be

done through pay-per-click (PPC) campaigns, display ads, and sponsored content.

TIMELINE:

 2 weeks prior to the event: Begin promotional activities

  1 week prior to the event: Send out press releases and email campaigns

 Day of event: Live broadcast of Elizabeth Metcalfe’s speech

 1 week after the event: Post-follow-up content and thank you

RECIPIENTS OF THE MEDIA PITCH

Organization producers, editors, and reporters such as CTV Kitchener's Jason Naylor (Naylor, n.d.),

The Record's Allison Tanner (Tanner, n.d.), Kitchener Today's Susan Hunt (Hunt, n.d.), and

TechCrunch's Frederic Lardinois (Lardinois, n.d.) have been researched and targeted in order to send

the final pitch (Naylor, n.d.; Tanner, n.d.; Hunt, n.d.; Lardinois, n.d.).

REFERENCES

Moreira, P. (2013). Tech start-up need a little help, eh?: Canada’s Silicon Valley of North nurtures

growth. USA Today (Arlington, Va.).

Naylor, J. (n.d.). CTV Kitchener. Retrieved from https://kitchener.ctvnews.ca/

Tanner, A. (n.d.). The Record. Retrieved from https://www.therecord.com/

Hunt, S. (n.d.). Kitchener Today. Retrieved from https://kitchenertoday.com/

Lardinois, F. (n.d.). TechCrunch. Retrieved from https://techcrunch.com/