We found that teachers were not keen to introducing more technology into their classrooms. So we focused PR efforts on the positive impact felt by kids and their teachers, driving the underlying story that Phonic Ear's technology was helping to create healthy classrooms for kids and teachers. We also persuaded Phonic Ear to rename their systems "FrontRow."

In conjunction with a new ad campaign, we launched a major, national PR outreach program. We tracked down teachers and administrators at schools around the country who were willing to share their experiences with the media, and then rolled out press outreach in those markets. We also identified seasonal education stories like back-to-school, and took advantage of major news opportunities like the FDA approval of FrontRow.

The media has responded enthusiastically. Coverage not only features our client's name in headlines like "Give Every Student a Front Row Seat," but it has also positioned FrontRow as the leader in Active Learning Systems (a category we created.) FrontRow has been featured in dozens of media outlets, including major TV network affiliates from Denver to Oklahoma City. To date, we've placed close to 70 stories (3.5 million impressions). And not only has the media coverage exemplified the positive response to FrontRow by teachers, administrators and students, but it is also helping to boost sales.