Junior Achievement
Issues/Challenges:
Junior Achievement (JA) wanted to produce a Video News Release (VNR) touting the winner of its Titan business contest. Specifically, JA wanted to generate media around a high school student who, as a reward for winning the contest, had the opportunity to ride in a fighter jet in Florida. However, JA did not have the budget necessary to hire a VNR company to produce the spot, nor the capability of producing and distributing the promotional footage within 24-hours—their deadline for creating a “newsworthy” story. Lindberg Group was faced with the challenge of providing JA with the VNR at half the usual cost and by an almost impossible deadline.
Strategies:
- Contract with a crew in Florida to shoot the footage
- Get the script approved ahead of the event and ready to air
- Line up a satellite distributor to uplink and promote the VNR to TV stations across the country
- Starting with raw video, produce a VNR in Washington, DC within four hours, up-linking it an hour after completion
Activities:
- Writing the script, arranging for editing time and creating uplink time
- Working closely with JA to coordinate with the video crew in Florida and convincing them to shoot the best footage possible
- Following the shooting of the footage, sending it via FedEx to Washington, DC, for Lindberg Group to quickly pull the VNR together and uplink it
Results:
The VNR miraculously came in on time and under budget. It was distributed to TV stations across the country and played in several markets to enthused audiences. JA was also able to use the VNR again for another promotional push of the program—once again saving the organization valuable time and money.