The driving principle of the year-long PR effort was to make Lojack highly relevant again and prove that this brand was in a better position than ever to embrace a new class of leadership. Through a phased approach, the Tier One team leveraged powerful platforms that underscored Lojack's relevance and then highlighted the company's business/financial momentum to show that LoJack was, once again, a company on the move.

Tier One first devised an educational program designed to inform consumers about the growing problem of auto theft that included:

• An omnibus survey that generated coverage in major market dailies from coast to coast

• A first-of-its-kind print and online booklet to educate consumers on the "who, what, where" of auto theft and how to protect their vehicles, which is downloaded at a rate of more than 1,000 per month

• A series of Satellite Media Tours in which Lojack's law enforcement liaisons educated the public on auto theft.

The Results

Our program not only generated significant local and national broadcast and print coverage, but made influencers stand up and take note that Lojack was indeed back...and better than ever. The satellite media tour resulted in reaching hundreds of thousands of viewers on more than 500 radio programs and dozens of television broadcasts nationwide, while the business story coverage extended from "Your World with Neil Cavuto," The New York Times, The Wall Street Journal, Investor's Business Daily, Financial Times, Cable News Network—even The Motley Fool—and multiple wire stories (Associated Press, Reuters and Dow Jones) that hit dozens of newspapers around the country.

The piece de resistance was an article in Barron's that not only summarized news from the entire momentum campaign, but most importantly highlighted our precise competitive messaging, noting that when compared to its next closest competitor, Lojack still offered the best solution for stolen vehicle recovery.