CASE STUDY | DOW JONES

Situation

• Dow Jones & Company, one of the strongest media brand names, required brand recognition for its news wire service products
  
• Goal was to increase awareness and understanding of new value-add-on services to Internet market while stimulating sales
  
• Its 125-year-old reputation needed a more contemporary "new economy" imagery, as well

Strategy

• Engage a 3-prong media outreach with: professional investor trade press, major business press and consumer media
  
• Leverage DJN experts in all aspects of the financial news marketplace
• Utilize data and statistics to promote DJN benefits to brokerages and consumer end-users
  

Results

• Increased customer awareness of investor-related issues and services
  
• Significant media coverage included MSNBC, CNNfn, Yahoo!Finance, New York Times, USA Today and The Wall Street Journal
  
• Established regular broadcast segments for key DJN editors
  
• Helped promote special events and other activities