Communications Strategy
A Strategic Communications plan will succeed when the best message is communicated through the correct channels to the right people at the right time. Then it is important to use feedback from a campaign to shift and adjust as needed while always remaining hyper-focused on the goals of the personal or corporate brand being promoted.
Our group is research and data-based in its approach. We believe social listening and qualitative and quantitative marketing research will provide the outline for the story we need to create to engage and delight audiences. We carefully plan brand positioning, monitor the right KPIs, and apply Paid, Earned, and Owned media tactics to fulfill our client’s goals across all stages of the customer journey.
Case Study:
Media Relations and Event Marketing
A bullying prevention program needs to gain market share in schools, K-12.
Bullying prevention became a national issue in the 2010s. The Olweus Bullying Prevention Program, developed at Clemson University and published by Hazelden Publishing was the only one at the time that was created from data-based research results. We applied an aggressive media relations and event marketing campaign based on what made Olweus stand out from the competition. The program and the publisher received widespread attention regionally and nationally in Newsweek, CNN.com, and The New Yorker. We targeted different school districts around the country where anti-bullying legislation had been introduced with Bullying Prevent Summit events that received local media coverage. The program was adopted by more schools and influenced overall mental health initiatives in education.
With Claire, I trust that she and her team not only understand and employ strategy around the campaigns for our products, but that they are persistent in getting the word out about our books and authors.
– Alison Vandenberg, Director of Marketing, Consumer Business Director, Hazelden Publishing
Case Study:
Media Relations and Social Image
An insurance agency wants to generate awareness and sales opportunities beyond their local region of southern New Jersey.
With a name branded business the spokesperson is often the “name”. To expand their reach we needed to turn Scott into a thought leader when it comes to personal health insurance and Medicare. Many consumers did not realize that people like Scott exist to help them and it doesn’t cost them anything. We worked with Scott’s team to create a new website and to present consistent imaging and design across all social platforms. Then we set up a regular content schedule of advice and information relating to insurance that included a series of helpful videos of Scott. We also put together a media relations campaign that ultimately resulted in an interview with USA Today and NPR’s “Marketplace”. These efforts streamlined their communications with their customers. That gave extra credibility to the agency as the “authority” on personal health insurance.
Claire McKinney and her team have brought creativity and enthusiasm to the world of health insurance consulting! They have raised the profile of my company, and myself as CEO, to a much higher level in the media world and in my industry.
– Scott Hafetz, CEO Hafetz & Associates
