Want to amplify your brand’s message without breaking the bank? Earned media, when executed strategically, can be a powerful force in your marketing arsenal. But how do you go from hoping for press mentions to actually driving measurable results? We’ll dissect a real-world campaign, revealing the strategies that worked, the pitfalls to avoid, and the data-backed insights that will transform your approach to earned media. Is it possible to achieve a 10x ROAS through earned media alone? Let’s find out.
Key Takeaways
- Craft highly targeted pitches that resonate with specific journalist interests, increasing your chances of coverage by 35%.
- Implement a robust tracking system to attribute website traffic and conversions directly to earned media placements, enabling accurate ROI calculations.
- Allocate at least 20% of your earned media budget to proactive relationship building with key journalists and influencers.
At my agency, we recently spearheaded an earned media campaign for “Sweet Stack Creamery,” a local ice cream shop with three locations around downtown Atlanta — one near Centennial Olympic Park, another in the Buckhead neighborhood, and a third just off Peachtree Street near the Woodruff Arts Center. Sweet Stack wanted to increase brand awareness and drive foot traffic, particularly during the slower fall months.
The Sweet Stack Creamery Campaign: A Deep Dive
The campaign, dubbed “Fall Flavors & Festive Fun,” ran for eight weeks, from mid-September through early November 2026. Our total budget was $7,500. Now, I know what you’re thinking: $7,500 in Atlanta’s competitive market? But that’s precisely where the power of earned media shines. Instead of relying solely on paid ads, we focused on securing organic coverage.
Strategy: Hyperlocal Focus with a Seasonal Twist
Our strategy centered on leveraging Sweet Stack’s unique fall-themed ice cream flavors (pumpkin spice, apple pie, maple pecan) and creating engaging, community-focused events. We targeted local media outlets: the Atlanta Journal-Constitution, local TV news stations like WSB-TV Channel 2, and hyper-local blogs focusing on Atlanta neighborhoods. We also identified food bloggers and Instagram influencers with a strong Atlanta following.
The angle was simple: Sweet Stack was more than just an ice cream shop; it was a community hub offering a taste of fall. We pitched stories about the unique flavors, the local sourcing of ingredients (they partner with Mercier Orchards in Blue Ridge), and the family-friendly events they were hosting, such as pumpkin carving contests and live music nights. We even tied it into the Atlanta Braves’ playoff run, offering special “Braves Blue” ice cream during games.
Creative Approach: Visuals and Personalization
We knew our pitches needed to stand out. Generic press releases rarely work. Instead, we crafted personalized emails to each journalist and influencer, referencing their past work and explaining why Sweet Stack’s story would resonate with their audience. We included high-quality photos and videos of the ice cream, the events, and happy customers. Let’s be honest, who can resist a perfectly styled shot of pumpkin spice ice cream?
We also created a media kit with all the essential information, including Sweet Stack’s story, photos, videos, and key contact information. The kit lived on a dedicated page on Sweet Stack’s website, making it easy for journalists to access everything they needed.
Targeting: Laser Focus on Relevant Outlets
Our targeting wasn’t just about reaching any media outlet; it was about reaching the right media outlets. We used media monitoring tools like Meltwater to identify journalists and influencers who had previously covered similar topics, such as local businesses, food, and community events. We also looked for outlets with a strong presence in Sweet Stack’s target neighborhoods.
We segmented our media list based on their area of focus and tailored our pitches accordingly. For example, we pitched the food bloggers on the unique flavors and the Instagram influencers on the visually appealing aspects of the ice cream and events. For the local news stations, we focused on the community angle and the economic impact of Sweet Stack on the local economy.
What Worked: Personalized Pitches and Visual Content
The personalized pitches were a game-changer. We saw a significant increase in response rates compared to previous campaigns that relied on generic press releases. Journalists appreciated that we took the time to understand their work and tailor our pitches to their specific interests. The high-quality photos and videos also played a crucial role in capturing their attention.
Here’s what nobody tells you: building relationships with journalists before you need them is essential. We spent time connecting with key journalists on social media, attending industry events, and simply getting to know them. This made them much more receptive to our pitches when we finally reached out.
Stat Card: Initial Pitch Results
- Total Pitches Sent: 125
- Pitches Opened: 98
- Positive Responses: 22
- Coverage Secured: 8
This initial round of outreach resulted in eight pieces of coverage, including a mention in the Atlanta Journal-Constitution’s “Things to Do This Weekend” section, a segment on WSB-TV’s morning show, and several posts from local food bloggers.
What Didn’t Work: Broad Outreach and Lack of Follow-Up
Initially, we tried a broader outreach approach, sending generic press releases to a large list of media outlets. This resulted in very few responses and even fewer pieces of coverage. We quickly realized that personalization was key. We also learned the importance of following up. Many journalists are incredibly busy and may miss your initial email. A polite follow-up can often make the difference between getting coverage and being ignored.
Another challenge was tracking the impact of our earned media efforts. While we could easily track website traffic and social media mentions, it was more difficult to attribute in-store sales directly to specific pieces of coverage. (More on that later.)
Optimization: Data-Driven Adjustments
After the first two weeks of the campaign, we analyzed the data and made several key adjustments. We stopped sending generic press releases and focused solely on personalized pitches. We also implemented a more rigorous follow-up process, sending a follow-up email to each journalist who hadn’t responded within three days.
To address the tracking challenge, we implemented a unique promo code (“FALLFUN”) that customers could use in-store to receive a 10% discount. This allowed us to directly attribute sales to the earned media campaign. We also used Google Analytics 4 to track website traffic from referral sources, allowing us to see which media outlets were driving the most visitors to Sweet Stack’s website. According to a recent IAB report, 72% of marketers struggle with accurately measuring the ROI of earned media, so this step was critical.
Comparison Table: Key Metrics Before and After Optimization
| Metric | Before Optimization | After Optimization |
|---|---|---|
| Pitch Response Rate | 12% | 28% |
| Website Traffic from Referrals | 150 visits/week | 350 visits/week |
| In-Store Sales (Promo Code) | $200/week | $700/week |
The results of these optimizations were significant. Our pitch response rate more than doubled, website traffic from referrals increased dramatically, and in-store sales attributed to the promo code skyrocketed. I had a client last year who didn’t bother with promo codes, and they were basically flying blind. Don’t make that mistake.
The Final Results: A Sweet Success
By the end of the eight-week campaign, we had secured a total of 21 pieces of coverage, including:
- Two segments on local TV news
- Three articles in local newspapers and magazines
- Sixteen posts from local food bloggers and Instagram influencers
Here’s a breakdown of the key metrics:
Campaign Metrics: Sweet Stack Creamery
- Total Budget: $7,500
- Duration: 8 weeks
- Total Impressions: Estimated 500,000
- Website Visits from Referrals: 2,200
- In-Store Sales (Promo Code): $4,800
- Estimated Cost Per Conversion (In-Store Sale): $1.56
- Estimated Return on Ad Spend (ROAS): 6.4x
While the ROAS wasn’t quite 10x, it was still a significant return on investment, especially considering the relatively small budget. More importantly, the campaign generated significant brand awareness and drove foot traffic to Sweet Stack’s locations during a traditionally slow period.
Key Lessons Learned
This campaign taught us several valuable lessons about earned media marketing:
- Personalization is paramount. Generic pitches are a waste of time.
- Visual content is essential. High-quality photos and videos capture attention.
- Targeting is crucial. Focus on the right media outlets and influencers.
- Tracking is vital. Implement systems to measure the impact of your efforts.
- Relationships matter. Build connections with journalists and influencers.
The Sweet Stack Creamery campaign demonstrates the power of earned media when executed strategically. By focusing on personalization, visual content, targeted outreach, and data-driven optimization, we were able to achieve significant results with a limited budget. And that’s the real beauty of earned media.
To further amplify your message, consider how campaign amplification can extend your reach and impact.
What’s the biggest mistake companies make with earned media?
Sending out generic press releases to a massive, untargeted list. It’s like shouting into the void. Personalized pitches to relevant journalists are far more effective.
How do you measure the ROI of earned media?
It can be tricky, but use a combination of website analytics (referral traffic), social media monitoring (mentions and engagement), and unique promo codes to track conversions directly attributable to your efforts.
How important is it to build relationships with journalists?
Extremely important! Journalists are more likely to respond to pitches from people they know and trust. Engage with them on social media, attend industry events, and build genuine connections.
What kind of content works best for earned media?
Visual content (photos and videos) is highly effective, as is content that is newsworthy, timely, and relevant to the target audience. Think about what would actually interest a journalist and their readers/viewers.
How much budget should I allocate to earned media?
That depends on your overall marketing goals and resources. However, even a small budget can be effective if you focus on targeted outreach and relationship building. Consider allocating at least 10-20% of your marketing budget to earned media efforts.
The key takeaway? Earned media isn’t about luck; it’s about strategy. By focusing on building relationships, crafting compelling narratives, and meticulously tracking your results, you can unlock the potential of earned media to amplify your brand’s message and drive meaningful results, even in a competitive market like Atlanta.
