PR & Media Relations Campaign Case Study for True Link
True Link is a service that protects seniors from becoming victims of fraud, identity theft, and scams by providing financial tools for older adults and their families. True Link provides real-time monitoring of seniors’ bank accounts to detect suspicious activity. The True Link prepaid debit card allows seniors or their adult children to place restrictions on the dollar amounts or types of transactions allowed on the card. True Link estimates that seniors lose $36.48 billion a year to elder financial abuse.
True Link had two primary goals for its PR campaign: (1) to raise overall awareness of the company and its services (2) to publicize the company and its executives as experts in the field of senior financial fraud. In particular, True Link wanted help promoting the results of the True Link Report on Elder Financial Abuse, which revealed the true cost to seniors of financial exploitation.
A number of organizations had already published estimates on the size and scope of the senior financial fraud problem. One in particular, which estimated the problem at $2.9 billion per year, had been widely quoted in media outlets for years. Convincing media outlets that there was new and better data—but from a company they most likely had not heard of—was going to be tough.
INK targeted media outlets and reporters that had covered the issue of senior financial fraud in the past. Those folks were most likely to be interested in new information on the scope of the problem and the latest scams and schemes designed to separate seniors from their money. We also approached leading personal finance and technology writers in major markets with a large senior population. And because we knew that media often prefer to write roundup stories on emerging trends rather than profiles on specific businesses, we took advantage of good relationships with other senior technology companies to offer them to speak to the media as well.
INK secured more than 25 placements in key publications like Foxnews, The Wall Street Journal, and Time Magazine.
A profile piece was secured in the Sacramento Bee.
True Link says it has an answer for baby boomers and caregivers trying to protect aging seniors from scammers.
The Wall Street Journal
Worried about mom or dad’s spending? New Web tools can give caregivers almost real-time oversight.