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:

Activities:

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.

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