Case Study

Current Client

ALRC successfully helps the I am Second movement launch and spread around the world one media hit at a time.
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Challenge:

The Agency has developed a long-standing relationship with e3 Partners, creators of the I Am Second campaign, having worked with e3 on the communications of the popular Evangecube. When the ministry prepared to launch the Internet testimony website, IAmSecond.com, in late 2008 to the Dallas market, e3 reached out once again to enlist ALRC in sharing the message and mission of the site.

The I Am Second movement is the collaborative creation of e3 and Interstate Battery founder Norm Miller in an effort to share the message of Christ through inspirational personal video testimonies of both celebrities and everyday people. I Am Second chose to announce the 2008 website launch via billboard advertisements across the Dallas-Fort Worth metroplex, creating an air of mystery and intrigue while driving traffic to the I Am Second website.

Strategy:

ALRC developed a public relations launch strategy to complement the advertising and marketing campaign, which included informing local media about the movement, educating them about the intent of the website and motivating them to cover it through feature stories and interviews. ALRC created foundational media materials as well as an online newsroom, which served as a central hub for all information.

The Agency relayed general facts about I Am Second to reporters as news. For the secular media, this involved emphasizing aspects of the campaign which did not require a reporter to be of like mind and faith to see them as news, such as a celebrity’s involvement or an individual’s search for meaning in life, sports, or entertainment. In addition to highlighting the movement as a whole, ALRC also emphasized the individual stories found on the site, which touched on felt needs of abuse, addictions, pride, eating disorders and broken families.

Results:

Through ALRC’s work, I Am Second garnered significant media attention from the largest local media outlets, including the Dallas Morning News, Fort Worth Star-Telegram, local ABC and CBS news station and the largest non-commercial Christian radio station in the nation. Additionally, the Agency secured media interviews with national outlets such as Daystar Television Network, American Family Radio, Information Radio News, Salem Radio Network and Prime Time America.

ALRC continues to represent I Am Second, helping the movement cross the boundaries of the Dallas metroplex as it launched in additional cities including Orlando, Evansville and Kansas City, spreading the message of second. The Agency continues to garner media coverage, even outside of its launch cities. I Am Second representatives have conducted coast-to-coast interviews from Philadelphia to California. Through ALRC’s work and the creative marketing tactics of I Am Second, the movement is quickly spreading around the country, and virtually around the world.