Case Studies
FedScoop
Using a disruptive study to reach a broader audience
Situation
FedScoop is a full-service government media and marketing company specializing in government IT news, new media advertising, and custom turn-key strategic networking events. The company’s website, fedscoop.com, is an independent aggregator of the most trusted and popular websites that federal IT executives visit daily to stay abreast of trends, best practices, business opportunities and news.
FedScoop commissioned a survey, underwritten by Intel and Cisco, among its subscribers to determine emerging trends in federal and private sector employees' attitudes toward and use of telework. Using this data, FedScoop then issued a disruptive study on conclusions that could be drawn from the survey's results. The company hired Boscobel to promote the study to key audiences, secure coverage in targeted media and help demonstrate FedScoop’s capabilities beyond its well-known aggregator.
Objectives
- Promote FedScoop’s disruptive study to key audiences in the federal IT market.
- Demonstrate FedScoop’s market research services.
- Reach potential new influencers and decision-makers in the Washington, D.C. area.
Tactics
Working closely with FedScoop, Boscobel immediately formulated a media strategy to get the survey results in front of key audiences by arranging briefings with editors, reporters and news anchors, while promoting the study to local business, trade and industry outlets. The team developed a news release announcing the results that tied the findings to Congressional legislation encouraging federal telework participation, which stressed the timeliness of the survey’s conclusions. Boscobel also shared the study, under embargo, with top tier outlets in advance of a wider distribution to the D.C.-area media.
Results
The media campaign was an immense success. The study was cited in eight targeted, high-value government trade publications, reaching more than 1.7 million readers in the federal space: Washington Technology, Government Computer News, Federal Computer Week, NextGov, Fierce Government IT, The Hill, and SIGNAL Magazine. The Boscobel team also secured an interview for FedScoop and Intel leadership on Federal News Radio, a niche broadcaster dedicated to covering the federal space. Additionally, through a widespread distribution to the D.C. metro area, the news release announcing the survey received more than 200 placements nationwide, garnering a combined circulation of more than 63 million in just 10 business days.