Ball State University received one of the largest grants in its history from Lilly Endowment for $20 million. The university accepted the challenge from the endowment to showcase its role as a leader in digital communications—from outstanding academic offerings to students to positioning itself as an important contributor to the health of Indiana’s economy. Nearly 60 niche media lists were developed, some targeting more than 1,200 business writers from the top 50 markets and other lists targeting just 10 of the nation’s best writers on digital filmmaking. The fine-tuned pitching created best placements for the “iCommunication Initiative” in select media, including The Wall Street Journal, Chronicle of Higher Education, BBC, New Media Age, CBS MarketWatch, Health Data Management magazine, and more. The 11-month media blitz resulted in 225 media clips (print, radio, TV and online), including several international placements.

Results: The grant was renewed for another $20 million at its expiration. Ball State’s Return on Investment (ROI) was $422,532.

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Crane Naval Surface Warfare Center is Indiana’s only active military base. With base closures often threatened via federal oversight, a group of prominent southern Indiana policy makers and political leaders combined forces to make the center’s value better known throughout the state. A VIP board was recruited and put into play including more than 40 key policy leaders including Indiana entrepreneurs, early adopters, academicians, legislators, economic development experts and association leaders. Sustained positive coverage on behalf of the new group during critical federal review resulted in an earned media of $112,159.63—or more than four times the limited budget.

Results: Not only did Crane survive the base closing review, the coalition created support for the state’s first multi-county technology center making the $2 billion military base a key participant in the state’s economy.

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Kyle Communications pulled together statewide retailers to tackle growing concerns about the increasing notoriety of high-alcohol content energy drinks, including deaths. While negative buzz continued to build about the beverages, which included increasing scrutiny from the U.S. Food and Drug Administration and state officials, retailers began to rethink their sales. The association decided to take action and a media plan was created to take decisive action in metro markets. The association represented the first group of Hoosier retailers to take action and only the third in the nation to stop sales entirely independent of regulatory action.

Results: More than 200 clips were generated statewide after news conferences scheduled in four Indiana cities. Members received kudos and thanks, both publicly and privately, from elected officials, Drug-Free advocates, and top university officials. National publications cited IABR’s responsible retailing efforts.

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Results: The proactive media strategy campaign generated buzz and fueled momentum for the association across the nation, including The Associated Press, Chicago Tribune, San Jose Mercury News, USA Today, CNN.com, The Houston Chronicle and The Washington Times. A total of 120 news articles (including television) were generated by news announcements made at three university campuses. ROI = $482,427.73.

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Kyle Communications set out to donate time to a charitable cause with significant reach and impact—creation of a statewide debate commission. For nearly a decade, Indiana media and citizen groups had explored the possibilities of creating an entity to set standards for political debates with little result. In 27 years, there had been only seven gubernatorial debates—all sponsored by lobbyists or special interest groups. By tapping the right people and committed organizations, our company helped launch the nation’s first full-time Indiana Debate Commission and created a huge ripple in its first year sponsoring three gubernatorial debates.

Results: Three live broadcasts in three different Hoosier cities, donated costs amounting to more than $160,000, more than 400 questions submitted online for consideration by candidates, final TV market share on last debate of 144,950 households (or 23 percent market share/commercial stations only), and live attendance by nearly 3,000 Hoosiers.

PRSA BEST OF SHOW AWARD
PRSA PINNACLE AWARD

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Kyle Communications took a small advocacy group to new heights when a state proposal threatened to push the state in the wrong direction in its recycling efforts. To fast track public awareness, an advocacy website was created to educate the public and legislators about what was at stake as the policy debate headed into the Indiana Legislature. With a small volunteer board, the media rollout and attention lasted for more than a month after the site’s initial launch. The public affairs initiative drew attention from Chicago to California in comprehensive wire stories to blog posts.

Results: The coalition earned a seat at the policy-making table and forced lawmakers to listen.

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