Pavia Systems, a Seattle-based transportation technology company, challenged KCD PR to develop and execute a mass media campaign involving strategic outreach and public relations that would result in significant exposure in a crowded marketplace. To develop our strategy, we conducted expansive research on the use of technology in the transportation industry. We then developed key company messages, a strategic plan, and identified target audiences and media.
As an agency, we studied Pavia’s main product, an electronic tablet for highway construction inspectors, and developed a messaging campaign tied to road construction and bridge safety. We enhanced the company’s messaging efforts to engage with potential customers and position Pavia as a thought leader in the space through the implementation of technology. The objective was to connect the product to the end user so that it resonated with the general public.
Six months into the project, KCD PR proposed and initiated an educational campaign surrounding the adoption of e-Construction across the industry agencies. The purpose of this campaign was to intensify media coverage by educating the public and stakeholders about the benefits of adopting e-Construction, specifically Pavia’s cutting-edge tool called HeadLight. KCD PR expanded media pitching angles to include the state of the nation’s roads, Highway Trust Fund news and DOT funding projects.
KCD PR garnered 10 online and print stories that focused on the company, including two regional broadcast placements on Seattle’s KIRO-TV CBS and Houston’s KTRK-TV ABC. Additionally, by developing and distributing a series of press releases, we were able to secure 255 media placements and more than two million gross impressions. KCD PR also provided formal media training to Pavia Systems’ management team before all media (print and broadcast) interviews. By utilizing effective “storytelling,” KCD PR attracted more than 300 attendees for Pavia’s first-ever webinar series, further advancing the company’s transportation offering. Pavia Systems also recognized KCD PR for gaining the company significant and consistent media exposure and visibility, which company executives indicated had a direct impact on the engagement level of webinar attendees.