Expertise in a Specialized Field
 The
Challenge: VBN's goal was to position itself as a leading firm
in earthquake retrofitting, with special expertise in a technique
known as base isolation. Base isolators are essentially round pieces
of rubber and steel, installed under buildings in spaces that are
difficult to reach.
The Solution: Create an opportunity
for a news story that cannot easily be duplicated by reporters.
We arranged for the press to go beneath Oakland City Hall to see
a base isolator being installed. The event was covered by all four
major Bay Area television stations, as well as a Spanish-language
station and stations in San Jose and Sacramento. Even the New York
Times sent a photographer.
Results: VBN was successful in obtaining
other major earthquake retrofitting contracts. VBN found that the
news coverage generated by MCA enhanced its reputation as a pre-eminent
expert in base isolation.
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