CASE STUDY: How Original Research Turned an Immigration Company Into a National News Story
- Client: RapidVisa
GYC Vegas mined RapidVisa’s proprietary data, developed original immigration research reports, and pitched them to earn 35 national media stories, 47M impressions, and an estimated $250M in earned media value.
RapidVisa is an online-based service that streamlines the U.S. immigration process with technology and full-support. For over a decade, the company has provided low cost, full-service non-lawyer immigration solutions to more than 50,000 customers. Phone and chat support is available seven days a week for one all-inclusive fee. RapidVisa makes immigration less burdensome by streamlining the process and reducing the expense. By providing innovative software, high-quality multimedia content and world-class customer service, RapidVisa is America’s leader in immigration. Headquartered in Las Vegas, RapidVisa has multiple offices in the Philippines and plans to expand into additional countries in the near future. For more information, visit RapidVisa.com and follow on Facebook, Instagram and YouTube.
THE STRATEGY
GYC Vegas set forth to build a solid foundation of strategic messaging, positioning RapidVisa as the leading provider of fiancé, spousal and family visas in the country.
Highlighting the company’s business milestones and decade of steady growth, GYC executed PR tactics that showcased the success of RapidVisa and its trailblazing founder and CEO, Ben Ives.
DEVELOP A PLAN-OF-ACTION THAT BUILDS AWARENESS FOR RAPIDVISA, FROM LOCAL MEDIA TO INTERNATIONAL NEWS OUTLETS
Utilizing RapidVisa’s database of over 50,000 customers, the company had enlisted a research company to examine demographical and situational data for an in-depth look at the lifestyle of K-1 visa applicants and their sponsors.
Armed with the troves of information the reports revealed, GYC tactically developed a number of initiatives and story angles to approach national media to garner the attention of major news outlets.
THE TACTICS
First, GYC Vegas focused on highlighting RapidVisa’s accomplishments, including the launch of its new Las Vegas headquarters, its tenth anniversary, its growth in staff size to 50 employees worldwide, and the proud milestone of processing more than 50,000 U.S. immigrant visas.
To drive local media coverage and exposure, GYC planned a grand opening event with elected officials, dignitaries, and business and ethnic chambers of commerce, and orchestrated a partnership between RapidVisa and Leaders In Training (LIT), a nonprofit program that assists first generation students in low income neighborhoods to achieve a college education. With the partnership, RapidVisa donated LIT $10,000 towards programming.
Based on statistics within its customer database, RapidVisa developed two key reports examining the demographics of K-1 Fiancé Visa applicants and how applicants meet their sponsors. Using the key findings of this data, GYC was able to develop several unique story angles to grab the attention of national media, driving traffic to RapidVisa, and building the company’s credibility as a leading source for family immigration statistics and trends in the U.S.
MESSAGING
GYC Vegas developed key messaging and media topics for media relations efforts, including:
- 10th anniversary, new headquarters and company growth since inception
- RapidVisa is the leading resource for immigration information and statistics
- RapidVisa is a leading resource for immigration data and trends
- Growth of international dating, and the steps for fiancé and spousal immigration
- K-1 Visa impact study findings
- How They Met Study Findings
MEDIA RELATIONS
GYC Vegas developed foundational press kit materials on RapidVisa as a company, and later crafted press releases to announce report findings.
- Fact Sheet on RapidVisa — a snapshot on the company and its background
- Biography on Ben Ives, CEO — detailing the founder and his journey to establish RapidVisa
- Press Release: RapidVisa Celebrates 10th Anniversary with Launch of New Las Vegas Headquarters
- Press Release: RapidVisa Releases Comprehensive Immigration Report Examining U.S. K-1 Fiancé Visa Applicant Statistics and Trends
- Press Release: 2020 K-1 Visa Report on “International Dating Trends” Gives Inside Look at How Americans are Finding Love Across Borders
For the Applicant Statistics and Trends report, GYC developed the following story angles:
- Rise in international datin g and the TV show “90-Day Fiancé” brought awareness to K-1
- K-1 visa admission percentages, K-1 sponsor and applicant demographics
- Under Trump presidency, visa denials have increased, approvals decreased
For the International Dating Trends report, GYC developed story angles tied to New Year’s resolutions, Valentine’s Day, National Marriage Week and the 50th anniversary of the K-1 visa, including:
- Immigration Policy that Helped Shape American Culture and the Family Aesthetic
- History of the K-1 Visa: From War Brides to 90-Day Fiancé
- Debunking the International Marriage Myth: Not all Fiancés Marry Just for Green Cards
- 2020 Dating Trends: Predictions and Pitfalls To Anticipate The Future of Dating
- 5 Quirky and Unconventional Ways To Finally Find Love In The New Year
- Unveiling The Hottest New Dating Trend of 2020: Consider Online Gaming Instead of Online Dating
- These Real “90-Day Fiancé” Couples Who Can Share Their Tips on International Dating
THE RESULTS
35
NATIONAL MEDIA STORIES
28
HIGH-TRAFFIC BACKLINKS
47M
ESTIMATED IMPRESSIONS
$250M
PR VALUE
GYC conducted targeted outreach to various media groups across the country, and developed relationships with RapidVisa customer couples to share their stories with reporters and journalists. In addition, GYC offered to draft article copy and editorial content for media outlets with limited resources, resulting in a number of published stories in national online news outlets where they controlled the message.
Targeted Media Sectors
- Top Market Newspapers highlighted in reports
- Nationally Syndicated Newswires
- Immigration Reporters
- International Affairs Reporters
- Men’s and Women’s Lifestyle Publications
- Pop Culture Publications
- Millennial focused media outlets
- National Consumer Lifestyle Media
- Relationship/Dating Publications
- Ethnic, nationality-based media outlets
Results include media coverage in dozens of major national news outlets, including Newsweek, Fast Company, PC Magazine and Washington Post.