Case Study
Building a National Voice While Supporting Local Growth
A multipronged communications strategy helped Coastline Academy move from virtually no media presence to the largest share of voice among its competitors.
National media coverage included Inc.
Client
Coastline Academy
Coastline Academy is the largest nationwide driving school in the United States and continues to grow through acquisitions.
When Coastline began working with Mackasey, the company had little meaningful media visibility. It needed a communications strategy that could support rapid expansion, strengthen national credibility and introduce the company effectively in each new local market.
The strategy also needed to reach several distinct audiences: students and parents choosing a driving school, investors and business partners assessing Coastline’s growth, and driving-school owners whose companies could become future acquisition opportunities.
The Challenge
Growing Nationally Without Losing Local Relevance
Coastline’s expansion model depended heavily on acquisitions. Each school the company purchased created an opportunity—and a need—to build trust within a new community.
At the same time, Coastline wanted to become more visible nationally and establish its leadership as trusted authorities on driver education, road safety and the changing needs of today’s drivers.
The company needed a program capable of building national authority while still supporting local growth, customer awareness, investor confidence and future acquisition opportunities.
The Strategy
A Multipronged Communications Program
Mackasey developed a multipronged communications strategy designed to support Coastline’s growth from several directions at once. The program combined:
- Local media outreach around acquisitions and expansion
- National media positioning
- Press releases and company announcements
- Executive interviews and expert commentary
- Inbound media opportunity management
- Bylined and contributed articles
- Podcast and broadcast appearances
- Ongoing executive positioning
- Crisis-management planning and reputation support
Local campaigns introduced Coastline to new communities and built familiarity with students, parents and local partners. National outreach positioned the company and its leadership as credible sources on driver education, road safety, teen driving, technology and changing consumer needs.
The engagement also included the development of a crisis-management strategy and handbook, giving Coastline a clear framework for responding to sensitive issues and coordinating communications across a growing national organization.
Media Visibility
From Limited Awareness to a Recognized Industry Voice
Over the three-year engagement, Coastline became a regular source for journalists seeking insight into driver education, road safety and the changing needs of drivers.
Mackasey secured 144 original earned-media placements, including:
- Top-tier national features
- Executive interviews
- Expert quotes and commentary
- Bylined articles in industry publications
- Podcast interviews
- Broadcast opportunities
- Local and regional coverage supporting acquisitions
Many of these stories were also syndicated or republished by additional outlets, bringing Coastline’s total media visibility to more than 200 placements.
The campaign also generated inbound media requests, giving Coastline repeated opportunities to contribute expert insight without relying solely on proactive pitching.
Business Impact
Visibility That Supported Growth
The communications program gave Coastline more than media exposure.
The combination of national authority and local credibility helped strengthen the company’s reputation with:
- Students and parents
- Investors
- Business partners
- Local communities
- Driving-school owners considering acquisition
The sustained program supported Coastline’s growth strategy by building familiarity, trust and credibility across several important audiences at once.
Over time, Coastline moved from virtually no media presence to achieving the largest share of voice among its competitors.
The Results
Three Years. One Connected Program.
- 144 original earned-media placements over three years
- More than 200 total placements once syndication and republication are counted
- Top-tier national features
- Bylined articles in relevant industry publications
- Podcast, broadcast and executive interview visibility
- Regular expert quotes and inbound media inquiries
- Local coverage supporting acquisitions and market expansion
- Stronger credibility with investors, partners and acquisition prospects
- Crisis-management strategy and handbook developed
- The largest media share of voice among competitors
Featured Result
From virtually no media presence to more than 200 total placements and the largest competitive share of voice.
Start with the Objective
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