IQ Academy Wisconsin :: Case History - Mueller Communications

Public Affairs - Crisis & Corporate Communications - Business-to-Business Marketing

Media relations
iQ Academy Wisconsin

Challenge

iQ Academy Wisconsin, the state’s largest virtual high school, sought to raise awareness of its online education program prior to and during Wisconsin’s open enrollment period. iQ Academy’s previous media relations efforts with an external public relations agency had proven to be largely unsuccessful, thus, iQ Academy engaged Mueller Communications to develop and implement a comprehensive media relations plan that would generate increased media attention and awareness.

Solution

Mueller Communications worked with iQ Academy to develop a goal for the number of monthly media hits featuring the virtual high school. In addition, Mueller Communications developed a comprehensive media relations plan to reach these monthly goals and raise awareness of iQ Academy. Mueller Communications identified key angles of interest, including human-interest stories featuring current students, as well as business and education related topics. Utilizing statewide media contacts, the agency worked to secure media placements across Wisconsin.

Results

Mueller Communications exceeded media coverage expectations, generating more than three times the number of media hits originally set as the targeted goal by iQ Academy. The following coverage was secured between December 2006 – February 2007, which includes 15 newspaper feature stories, ten television segments, five radio segments and more than 13 news briefs/calendar entries:

Broadcast Coverage: