The McRae Agency
Solatube International Inc.
Summary
Solatube International Inc., based in Vista, Calif., is the innovator and technological leader of the tubular skylight product, with a tube-shaped skylight that offers a compact, leak-proof, inexpensive alternative to traditional box skylights. We work closely with the marketing team, coordinating ongoing media relations, among other activities.
Unfortunately, due to time constraints and a monthly budget that had to stretch to cover U.S. and Canadian PR, we were unable to conduct formal market research. However, we were able to do secondary research, which involved a strategic planning session, executive interviews and Internet research. We conducted a thorough half-day strategic planning session with our entire account team and key Solatube management to identify target audiences, messages and objectives for Solatube’s public relations program. Solatube’s marketing team wanted increased media coverage, especially through syndicated newspaper stories, which was most successful in reaching the target audience of homeowners. Solatube relied heavily on publicity to drive demand for its tubular skylights, especially in the residential market.
We set out to create a document that not only showed our publicity “hits,” but that also would give Solatube an ROI (return on investment) measurement tool. We created a reporting chart, or “scorecard,” to track our hits based upon quarterly and yearly goals in the categories of syndicated stories, television, and residential and commercial trades publications. Our overall objective was to create a tool to track established, quantifiable goals, in order to quantify our PR program’s effectiveness (which is often difficult to do). Our audiences were the marketing department and upper management at Solatube.
The scorecard took several weeks to develop and involved meetings with Solatube’s marketing manager. We created it completely from scratch and customized it to our client’s needs, making it a unique and proprietary tool. Not only did we want to illustrate our performance, we wanted to give the marketing team a reporting device to use in its meetings with upper management. We created a document in Microsoft Excel and divided it into several sections including date, media outlet, type of media, type of story, circulation, slant (positive, negative or neutral), key messages (product innovator/leader, product differentiation, pricing, 800 number/website), and whether it was a graded hit (which would count towards final “score” for PR success).
Graded items ranged from feature and syndicated stories to product announcements and broadcast stories, in a variety of media (daily and community papers, magazines, TV, radio, etc.). To count as a graded item, the resulting “hit” had to be generated by our PR efforts. Certain items, such as advertorials, would not be included in the “graded” column, since it was tied to advertising. The scorecard was further divided into quarters based upon the client’s fiscal year. Our quarterly goals, actual hits and variance would be listed at the end of each quarter. Year goals and year-to-date figures and variances were underneath quarterly figures, so we could track our progress throughout the year, which kept us aware of our successes and areas that needed improvement.
The scorecard greatly impacted our PR program. We created a quantifiable way to judge our media relations program, based upon stated goals and objectives that were agreed upon by the client and agency. The scorecard proved our strong belief in accountability. At a glance, we were able to see our successes and areas that needed improvement. This granted us the opportunity to redirect our tactics and program during the year to maximize our effectiveness. For example, at a specific point during the year, we were well over our yearly goal for resulting hits for syndicated stories, by more than 100 hits. Conversely, we still needed to meet goals in other categories, such as television, where we were then able to redirect our efforts. The scorecard has received numerous accolades from the marketing team and has helped them look good to their top management, which in turn justifies our existence. As a result of the successful PR program, Solatube continues to receive vastly more press coverage than any of its competitors.
Results
The Solatube International PR scorecard received a bronze anvil Edward L. Bernays Mark of Excellence Award by the Public Relations Society of America.