The situation
Kinetic Civic had a product city staff would actually use, and a draft announcement written for nobody in particular. A broad social push would have outrun the story and picked a fight the company did not need.
WorkComposite study
Kinetic Civic
A transit-planning tool that needed the readers who buy, not a viral moment.
- Sector
- Civic software
- Moment
- Announcement
- Rooms
- News · Press · Organic
The work
We mapped urban-policy and transport reporters, prepared the founder for the questions those beats ask, and held the embargo to a short list. Social was a sequence of explainers a city staffer could forward internally. No countdown. No hype cadence.
What changed
The announcement landed in the trade press the buyers already read. Social stayed behind the story instead of auditioning past it.
“Legitimacy was the reach.”