CHALLENGE:
Horizon Software, the worldwide leader in software, services and technologies for food service operations, wanted to grow visibility in the school marketplace as a company on the forefront of tackling childhood obesity. Through MealPay, Horizon’s new school foodservice technology, parents can track what their child eats every day for lunch and have a sense of control in the school lunchroom.

With little to no advertising and marketing initiatives, Horizon’s second focus was to significantly increase the number of enrolled schools and inquiring parents largely through media relations efforts.

SOLUTION:
The BLAST team created a plan that would support Horizon’s two key areas of focus and achieve results well above the client’s expectations.

The main avenue the team chose in which to gain exposure was an extensive consumer media program. This involved introducing MealPay to the media in the heart of childhood obesity discussions and inserting the product into the news of the day. We effectively positioned Horizon’s MealPay as innovative foodservice technology and situated Horizon as a company taking noticeable steps to give parents increased responsibility and control over their children’s health.

RESULTS:
BLAST successfully moved the needle for Horizon Software with media, parents, schools and the general public.

In just the first month, BLAST successfully achieved heightened visibility for Horizon, earning the company coverage in more than 300 stories in broadcast and print. Highlights include national segments on Good Morning America, Fox News Live and CNN, front page coverage in the Atlanta-Journal Constitution, an Associated Press story and coverage in the Orlando Sentinel, Seattle Times, St. Paul Pioneer Press and South Florida Sun-Sentinel.

BLASTmedia’s efforts resulted in more than 100 school administrator and parent requests the weekend after the Good Morning America segment alone, and Web site traffic significantly increased.