The Ask
Exelon, a Fortune 100 energy company dedicated to the wellbeing of the communities where it operates, came to Motion to help drive awareness for its new STEM Innovation Leadership Academies and spotlight its ongoing efforts to advance gender equity and STEM education. The academies which debuted in Chicago and Washington D.C. are a key component of Exelon’s commitment to the United Nations Women’s HeForShe initiative and the company’s pledge to support education-related causes and gender equality in the communities where its employees work.
The Solution
To bolster and encourage new conversations surrounding STEM, Motion conducted a survey to gather insights and data prior to the start of the academies. This was followed by a strategic media relations campaign focused on garnering earned coverage in local and national outlets, utilizing the research insights to generate news interest. An activated a social amplification effort ranging from live event coverage to infographics with survey results and Snapchat filters – all of which encouraged engagement, created meaningful moments and sparked conversations surrounding key academy events.
Motion saturated local and national media with the story in both Chicago and Washington D.C. The academies garnered nearly 9 million total impressions, resulting from more than 25 secured print, online and broadcast placements. Coverage included a front-page feature on USA Today, in-studio interviews on the local ABC affiliates in Chicago and D.C., as well as coverage on CBS Chicago, articles in the Washington Business Journal and the Chicago Reader.
On the social side, Motion’s efforts garnered more than 5 million impressions and a reach of 1.2 million on Facebook and Twitter.
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