Consumer Products

Public Relations - Podcasts

Situation

June Dairy Month is an annual opportunity for the Southeast United Dairy Industry Association (SUDIA) to create awareness of the health benefits of including "3-A-Day of Dairy" as part of a balanced diet. SUDIA turned to communications 21 for assistance.

Challenge

c21 was charged with developing with a fresh way to promote June Dairy Month, since SUDIA's former techniques of using full-color folders, photography and printed information was no longer capturing reporters' attention and effectively reaching the target audience of moms.

c21 Solution

c21 recommended creating several podcasts - an online medium that would allow SUDIA to reach a broad audience, on demand, while keeping costs low and providing measurability. In only two days, c21 created a series of six podcasts to highlight the health benefits of dairy products. Three podcasts focused on the importance of consuming three servings of dairy per day, ranging in length from 10 seconds to 60 seconds, and the remaining three focused on trimming down, good snacks and healthy schools. c21 developed the scripts, included SUDIA's Web site as a resource for recipes and nutrition tips, and then distributed the podcasts through Direct Dialogue to targeted media in SUDIA's nine-state region.

Results

The podcasts were cost-effectively completed within two days. Several members of the media downloaded the podcasts, and used them as public service announcements (PSA's) in their broadcasts and posted them on their Web sites. Additionally, the podcasts resulted in an interview request from a Birmingham NBC affiliate that SUDIA had never appeared on previously.

"The new technology of podcasts allowed us to achieve surprising results in a tight time frame and at minimal cost. We are very pleased that communications 21 introduced us to this trend."

- Janet Grubbs, Manager of Communications and Nutrition, SUDIA