PTA conducted a full boutique campaign for the former CEO of Medtronic on a book outlining his views on business ethics, personal integrity, work/life balance, corporate governance and overall business strategies. It included a national print and broadcast campaign, piggybacking local media on Bill’s travel schedule (12 cities), setting up speaking engagements, a Public Radio tour and a small targeted advertising campaign.
Results:
This campaign gained early momentum with a positive review in the New York Times followed by major print and broadcast coverage in the business media along with a strong hometown campaign in Minneapolis. In addition, PTA set up speaking engagements for Bill and executed a promotion with the Northwest Airlines World Clubs during the month of October with a special offer for book giveaways accompanied by subscriptions to Fast Company. The book was a Business Week bestseller in October and performed very well on amazon placing in the Business Bestseller category for several months. It also was selected as one of the top six Business Books of 2003 by The Economist.
Media Highlights:
New York Times Review
Northwest Traveler
Fortune Bylined Article
Chief Executive
Fast Company Review
Across The Board
Knight Ridder Review
Strategy & Business Associated Press Feature
Harvard Alumni Bulletin
Investor’s Business Daily Column Feature
Directorship
Business Week Online Feature
Executive Excellence
Wall Street Journal Manager’s Journal
Fast Forward
USA Today Mention
MWorld
CNBC – Closing Bell
Directors & Boards
CNBC – Market Week with Maria Bartiromo
Director’s Monthly
Fox News Channel – The Cavuto Report
Leader to Leader
CNNfn – Street Sweep
Bloomberg TV & Radio
Today Show Interview
Reuters TV Interview
Westwood One Jim Bohanon Interview
TESTIMONIALS
Fast, efficient, friendly, and effective. As a novelist who's done ten book tours around the country, I'm certain this is the best way to reach the markets that would not be covered on the tour.
— NELSON DEMILLE, Author of Plum Island
