Client Results: Booz Allen TLC (Podcast Series)
Overview
In early 2007, Booz Allen Hamilton asked Merritt Group to comprehensively study and advance ideas on how to incorporate new media vehicles as part of the firm’s traditional public relations campaign.
Challenge
There were many options to explore in the rapidly evolving field of new media. Reviewing best practices employed by several Fortune 50 companies, Merritt recommended a number of tactics, including the creation of e newsletters, video case studies, blogs, and podcasts.
Strategy and campaign
Booz Allen chose to employ podcasts for their modest cost, ease of production, and maximum impact. The Transformation Life Cycle (TLC) podcast series, which explores a holistic approach to the constant and complex process of transforming an organization, was formally launched in December 2007.
The integration of podcasts into the suite of communications vehicles used to raise awareness of TLC, especially its ability to help organizations navigate complex transformation challenges, was designed to be valuable for both internal and external audiences.
Technical production responsibilities of the podcast were handled at Booz Allen’s internal recording studio. However, as part of TLC’s retainer for PR services, Merritt assisted with topic selection as well as research and development of the podcast scripts.
Additionally, once the podcasts were posted on the TLC webpage, Merritt engaged target audiences to encourage listening. Promotional tactics included press releases about the new podcasts, outreach to key trade reporters, and cross promoting the podcasts on directories such as iTunes and iBizRadio.
Results
The podcasts principally raised awareness among government audiences to drive business development and revenue opportunities. Also, the series was a vehicle to promote TLC executives as thought leaders on issues of concern to government leaders dealing with organizational change.
In addition, the show educated internal Booz Allen audiences about TLC’s methodology and practice, advancing the application of TLC concepts across a myriad of business contexts.