BellSouth - Media Relations

Challenge

c21 was retained by BellSouth to promote its Atlanta Metro Plan project. This was the first-of-its-kind strategic initiative to relocate 80,000 employees from leased office spaces throughout the 13-county metropolitan area to three environmentally friendly BellSouth-owned buildings on Atlanta's MARTA line. The plan would eliminate more than 20,000 single occupant vehicles from Atlanta's congested highways. BellSouth and Carter, the facilities' developer, retained c21 to showcase the company's efforts as a leader in reducing emissions and helping the city of Atlanta manage growing concerns about air quality.

Solution

Utilizing a press kit to showcase the value of BellSouth's Metro Plan facilities, along with customized pitch letters to pique interest from national and local media, c21 focused on the Metro Plan's attributes and state-of-the-art offerings for its employees. News angle pitches included BellSouth's unique workplace programs and employee benefits, including its commitment to reducing Atlanta's traffic congestion through the provision of employee-discount MARTA cards and free parking at MARTA locations. Additional news angles were the employee workout facilities, office proximity to transit and each facility's focus on art and eco-friendly interior design components.

On the Lindbergh facility's opening day, c21 coordinated a press conference — giving reporters access to tour the first of three facilities and interview BellSouth executives about the strategic decision to build environmentally friendly communities for its employees.

Results

c21 obtained more than 15 media placements/feature stories in local, regional and national media outlets on the BellSouth Atlanta Metro Plan, and netted coverage from six local television and print outlets at the press conference. The placements allowed BellSouth to reach more than 75 percent of its target audiences.

Additionally, two awards were garnered, one from the Atlanta Regional Commission and another from the Public Relations Society of America.

"I am certain that this award is due in large part to the grand PR planning and execution c21 did around the Metro Plan this time last year. And I do mean that. We're still getting calls off of that effort."

-- Joe Chandler, director of media relations, BellSouth Corporation