When construction re-opened in New York City after the Covid lockdown the first week of June, J.T. Magen’s CEO Maurice Regan got the opportunity to speak with Brian Sullivan on CNBC’s Worldwide Exchange on the industry impact and future expectations. With less than 24-hour notice, focus was on content. The resulting 6:44-minute segment was a PR coup and a marketing failure. It took days for licensing, meantime, the CEO was sending it out to his contacts, and the end result was 5,078 views on CNBC, but only 131 views on the company website.

So for the second CNBC interview, airing August 25 as an update on construction industry trends, there was more advance time to plan an integrated digital campaign to capture segment viewership as J.T. Magen website traffic.

Once the footage was provided by CNBC, immediate copywriting and rapid deployment happened for the following: J.T. Magen YouTube channel posting; video posting at the top of the homepage; an email to company employees; an e-blast to a newly developed company mailing list of clients and referral sources; and social media postings.

What a difference in the results! Over 3,900 views on the company website with five times higher traffic. The audience watched half the 6:38-minute video. The e-blast to the company mailing list had an astonishing 60% open rate and 22% CTR. And the social media postings sent hundreds to the website.