While some of our earned media efforts will come from news releases, we can also bring attention to the topic when current events related to the concerns over prescription drugs might spark media attention. This type of work requires a quick-thinking and nimble communications team like Evolution. Human interest stories increase the chance of strong press coverage, and tend to help audiences more closely relate the subject matter to their own lives.

1. Appendix
D:
Earned
Media
Process
and
Work
Samples
Earned
Media
Process
The
development
of
the
earned
media
plan
will
take
place
concurrently
with
paid
media
campaign
development.
During
this
phase,
we
will
determine
key
messages
and
positioning
statements
to
be
communicated
to
the
public
and
the
media.
We
will
coordinate
with
the
Public
Awareness
Workgroup
to
gain
insight
about
which
talking
points
should
be
prioritized.
The
next
step
in
the
earned
media
process
is
to
set
up
a
timeline
for
news
releases.
Our
success
will
come
from
having
key
components
ready
for
the
press:
o Up-­‐to-­‐date
data
and
messages
o Key
spokespeople
who
are
trained
and
prepared
to
give
media
interviews
o Personal
stories
from
people
directly
impacted
by
the
issues
addressed
in
our
campaign
Human
interest
stories
increase
the
chance
of
strong
press
coverage,
and
tend
to
help
audiences
more
closely
relate
the
subject
matter
to
their
own
lives.
While
some
of
our
earned
media
efforts
will
come
from
news
releases,
we
can
also
bring
attention
to
the
topic
when
current
events
related
to
the
concerns
over
prescription
drugs
might
spark
media
attention.
This
type
of
work
requires
a
quick-­‐thinking
and
nimble
communications
team
like
Evolution.
We
are
skilled
at
turning
“breaking
news”
stories
into
opportunities
for
our
clients
while
always
ensuring
key
messages
are
reinforced
in
the
process.
Some
ideas
for
attracting
local
earned
media
attention
include:
o Campaign
launch
(Paid
Media)
o Website
launch
o Updated
stats
or
data
on
Colorado
rankings
o Sharing
evaluation
findings
In
addition,
we
will
track
national
stories
and
endeavor
tie
in’s
with
our
local
campaign.
Some
ideas
that
may
come
from
national
stories
include:
o High
profile
death
or
overdose
from
prescription
drugs
o New
or
pending
legislation
pertaining
to
prescription
drugs
o National
take-­‐back
initiatives
Please
see
below
for
some
examples
of
Evolution’s
most
recent
earned
media
and
public
relations
campaigns.

2. Appendix
D:
Earned
Media
Process
and
Work
Samples
Client:
Colorado
Immunization
Section
(CDPHE)
Budget:
$120,000/
Annual
Timing:
June
2008-­‐June
2014
Demo:
English-­‐Adults
25-­‐54,
Spanish-­‐Adults
18-­‐49
Project
Overview
Evolution
and
its
Principals
have
maintained
the
general
communications
contract
for
the
Colorado
Immunization
Section
(CIS)
at
CDPHE
for
the
past
six
years.
Because
of
the
many
diverse
responsibilities
in
the
Scope
of
Work
for
this
contract,
a
paid
media
campaign
was
outside
the
budget.
Instead
we
focused
on
public
relations
and
earned
media.
Our
main
goal
was
to
educate
the
public
about
the
importance
of
vaccinations
to
prevent
disease.
Our
efforts
addressed
a
wide
range
of
topics
from
the
need
for
annual
flu
vaccinations,
to
recommended
vaccines
for
children,
adolescents
and
adults,
as
well
as
the
2009
H1N1
epidemic,
and
clarifying
misinformation
about
the
safety
and
efficacy
of
vaccinations.
Evolution
worked
closely
with
Denver
Mayor,
then
Colorado
Governor,
John
Hickenlooper
on
PSA
messages
that
focused
on
the
need
for
childhood
vaccinations.
The
compelling
spots
allowed
the
governor
to
describe
how
his
then
infant
son
Teddy
was
hospitalized
due
to
a
whooping
cough
infection
he
contracted
through
contact
with
an
under-­‐vaccinated
peer.
The
key
to
our
success
has
been
making
the
most
of
any
and
all
opportunities
as
they
might
arise
i.e.
an
increase
in
the
number
of
hospitalizations
due
to
flu,
the
on-­‐going
pertussis
(whooping
cough)
epidemic
in
Colorado,
and
even
the
near
death
of
the
sister
of
a
local
woman
from
the
H1N1
influenza
virus.
We
expect
the
Rx
Public
Awareness
Campaign
will
have
similar
needs
in
terms
of
public
relations
and
earned
media
efforts.

3. Appendix
D:
Earned
Media
Process
and
Work
Samples
Scope
of
Work
o Educate
the
public
about
the
need
for
vaccinations
to
prevent
disease.
o Educate
the
public
about
the
safety
of
vaccinations.
o Counteract
negative
messages
from
the
anti-­‐vaccination
movement,
including
the
now
de-­‐
bunked
British
study
linking
vaccinations
to
autism.
o Create
a
social
media
campaign
to
reinforce
the
above
messages.
o Maintain
monthly
social
media
calendar
and
postings.
o Work
with
other
stakeholders/partners
on
related
messages/projects.
o Create
and
disseminate
collateral
to
educate
the
public
and
health
care
workers.
o Train
CIS
and
other
CDPHE
experts
on
how
to
conduct
interviews
and
work
with
the
media
to
ensure
key
messages
are
clearly
communicated
and
reinforced.
o Execute
media
buys
for
unique
opportunities
when
funding
was
available.
Results
for
Contract
Year
2013-­‐2014
o Total
Publicity
Value
$524,174
(+156%
vs.
last
contract)
o Total
Impressions
68,002,610
(+456%
vs.
last
contract)
Print
Coverage
Impressions
7,601,327
Publicity
Value
$41,390
Web
Coverage
Impressions
56,382,128
TV/Radio
Impressions
4,019,155
Publicity
Value
$482,784

4. Appendix
D:
Earned
Media
Process
and
Work
Samples
Case
Study:
2014
Dress
in
Blue/Colorectal
Cancer
Awareness
Month
Client:
Colorado
Department
of
Public
Health
and
Environment
(CDPHE)
Budget:
$24,000
Timing:
February-­‐March
2014
Demo:
English
and
Spanish
Adults
50+
Project
Overview
Evolution
has
been
working
with
CDPHE
and
the
Colorado
Cancer
Center
on
messaging
campaigns
and
media
buys
since
2007.
For
2014,
the
team
employed
a
comprehensive
strategy
that
included
earned,
paid
and
social
media
to
raise
awareness
of
March
as
National
Colorectal
Cancer
Awareness
Month,
and
the
annual
Dress
in
Blue
fundraiser.
Paid
media
included
a
TV
and
radio
campaign
in
English
and
Spanish
in
the
metro
area
and
in
northern
and
southern
Colorado
where
colon
cancer
screening
resources
had
been
identified.
Our
usual
paid
media
plan
was
enhanced
in
2014
with
the
addition
of
public
relations
and
social
media,
which
extended
our
reach
considerably
and
provided
the
client
with
a
wraparound
campaign
on
a
minimal
budget.
Scope
of
Work
o Execute
paid
media
campaign
in
English
and
Spanish
using
TV,
radio,
and
online
promotion
to
encourage
audience
to
get
screened
for
colorectal
cancer.
o Reinforce
paid
efforts
with
robust
earned
media
campaign.
o Develop
social
media
campaign.
Design
social
media
posts
and
social
media
press
kit.
Results
o TV
campaign
reach:
54,774
o Radio
campaign
reach:
385,000
(this
is
under-­‐reach,
as
our
markets
in
northern/southern
Colorado
are
non-­‐rated
and
cannot
report
actual
reach.
o Earned
media
reach:
Statewide,
with
publicity
valued
at
a
3:1
Return
on
Investment
o In
addition
to
paid
spots,
as
added
value,
campaign
spokespeople
trained
by
Evolution
were
invited
to
conduct
four
radio
interviews
to
discuss
the
impact
of
colorectal
cancer
on
their
personal
lives,
including
a
cancer
survivor
and
the
mother
of
a
colorectal
cancer
patient.
o Univision
(Spanish
language
partner)
produced
a
:15
second
pre-­‐roll
video
that
aired
before
news
videos
on
their
website
with
our
campaign
call
to
action.
100,146
people
clicked
on
our
video,
and
77%
of
them
watched
the
entire
thing
(despite
having
the
option
to
skip
after
5
seconds)
o Earned
media
efforts
generated
five
television
news
stories
about
the
campaign
on
KUSA,
KDVR
and
KWGN
and
a
radio
story
about
Dress
In
Blue
aired
on
KOA,
KRFX
and
KBCO
.
o Local
TV
news
anchors
were
asked
to
dress
in
blue
to
raise
awareness
of
March
the
week
leading
up
to
the
Dress
in
Blue
event
on
Thursday,
March
6
2014.
Anchors
from
KUSA,
KMGH,
KDVR
and
KWGN
participated
in
this
effort
on
air,
and
shared
images
via
social
media.
o The
Evolution
team
used
our
strong
media
relationships
to
recruit
three
different
emcees
for
the
2014
Dress
in
Blue
fundraiser,
KUSA’s
Kim
Christiansen,
KJMN’s
Mary
“Cha-­‐Cha”
Chavez
and

5. Appendix
D:
Earned
Media
Process
and
Work
Samples
media
personality
Gloria
Neale.
In
addition,
Christiansen
and
Chavez
discussed
the
event
on
air
during
their
shifts.
Client:
Food
and
Drink
Resources
(FDR)
Budget:
$60,000/annual
Timing:
March
2014-­‐
present
Project
Overview
One
of
Evolution’s
newest
clients
is
the
group
of
chefs
behind
Food
and
Drink
Resources
Inc.
(FDR);
a
consulting
agency
that
works
with
restaurants
and
food
manufacturers/distributors
in
developing
new,
trendy
menu
items
or
adjusting
current
offerings
to
make
them
more
relevant
to
consumers
and
increase
sales.
Most
recently,
our
goal
has
been
to
generate
publicity
of
the
grand
opening
of
the
new
FDR
“Innovation
Center”
in
Centennial,
CO.
The
facility
includes
a
state-­‐of-­‐the-­‐art
kitchen
and
bar,
as
well
as
a
high-­‐tech
focus
group
testing
area,
so
restaurants
and
other
clients
can
immediately
test
new
food
or
beverage
creations
to
gauge
consumer
reaction.
Scope
of
Work
o Increase
publicity
for
FDR
in
the
community,
specifically
within
the
food
and
drink
industry.
o Raise
awareness
about
the
existence
of
the
FDR
Innovation
Center
for
potential
clients.
o Raise
awareness
of
the
expertise
of
the
FDR
chef
team.
Results
The
Innovation
Center
opened
at
the
end
of
May
2014.
To
date,
we
have
secured
several
high
profile
earned
media
opportunities
for
FDR:
o Denver
Business
Journal
–
Impressions
14,084
o Westword
–
Impressions
347,900
o On-­‐Line
Article
in
Quick
Serve
Restaurant
(QSR)
–
Impressions
463,901
o Live
appearance
on
FOX/KDVR
and
Channel
2/KWGN
(Airs
July
2,
2014)
o National
Public
Radio
(Interviews
have
been
conducted.
Air
Date
TBD)
o Story
for
“All
Things
Considered”
–
Impressions
–
12.2
million
o Blog

6. Appendix
D:
Earned
Media
Process
and
Work
Samples

7. Appendix
D:
Earned
Media
Process
and
Work
Samples
About
Evolution
A
communications
agency
based
in
Littleton,
Colorado,
Evolution
creates
message-­‐driven
campaigns
for
media
buys,
digital
marketing
and
advertising
for
non-­‐profit
and
for-­‐profit
organizations
throughout
Colorado.
We
build
rock
solid
message-­‐based
campaigns
for
our
clients
that
include
PR
consulting,
media
buying
and
digital
marketing
to
get
the
message
across
the
first
time.
Visit
us
at
becausemessagematters.com.