Driving Media Engagement and Brand Awareness with IFS Heatmap
20
New media relationships
10 | 10
Reporters in the “hot” and in the “warm” category
2
Executive quotes with key media funnel reporters every quarter
Challenge
The primary challenge was to guide reporters through the media funnel, transforming them from being unfamiliar with IFS and its messaging to becoming strong advocates for the brand. The objective was to shift perceptions so that IFS becomes a trusted resource that the media regularly turns to for insights and commentary.
Solution
SourceCode identified a targeted group of reporters aligned with IFS’s core messaging. Through hyper-personalized pitches, SourceCode introduced IFS’s value propositions, key messages, and insights that would resonate with the reporters’ specific beats. The strategy included consistent monitoring of these reporters’ coverage, followed by regular check-ins to keep the dialogue open, maintain rapport, and stay informed about their ongoing needs and interests.
Results
Our efforts resulted in the creation of a strong media pipeline, with 20 new media relationships established throughout the year. We successfully categorized 10 reporters as “hot,” meaning they now consistently turn to IFS for insights, and another 10 as “warm,” indicating ongoing engagement and potential for future collaboration. Additionally, our work led to the placement of two executive quotes per quarter with key reporters, ensuring IFS’s perspectives were regularly featured in top-tier outlets.
