Media Case Studies
UK-based Tiny Computers, Ltd. released a first-to-market technology, a wireless computer-based entertainment system. Ms. Withem spearheaded the media campaign announcing the product rollout, reaching 7,500,000 consumers. The result was a 23 percent spike in Tiny's retail traffic.
"A hunch is creativity trying to tell you something."
- Frank Capra
Ms. Withem spearheaded the media promotion of KCET's "California Connected," a public affairs program that aired throughout the state on numerous PBS affiliates. She created press materials and obtained calendar mentions and program reviews in major market dailies and entertainment publications. The result was millions of viewers reached and a successful television debut.
A management consultant firm needed a way to raise their visibility among their market -- Fortune 1000 companies undergoing rapid change. The solution was a book about leadership. Karen excerpted dozens of interviews of such thought leaders as Robert Reich, Donna Shalala, Jack Welch, Bill Gates and Lee Iacocca. She wrote original text and organized the quotes into a compelling read. The book proved a potent marketing tool that attracted new business for years to come.
Cigarette smoking has been a costly public health problem, and the State of California decided to tackle it with social marketing. Ms. Withem put her media outreach skills to work as one of many individuals who contributed to the Tobacco Control Section Program. The program is highly successful: The rate of cigarette smoking among adults has plunged from 24 percent to 12 percent.
Ms. Withem served as Contributing Editor to educational publisher Gale Cengage. She penned articles on notable scientists and authors. She also researched and wrote profiles of business sectors like the salty snack industry. (Bugles, anyone?)
"If there's anything I hate more than not being taken seriously, it's being taken too seriously."
- Billy Wilder