Case Studies

Case Study: Deloitte Rebrands Around Executive Eminence to Stand Out From the Crowd

September 14th, 2009 by

Company: Deloitte Agency: MWW Group Timeframe: 2008 Quantifying the value of intangible assets has always been a struggle for communications professionals, whose responsibilities lay primarily in an intellectual, if not ethereal, realm (think reputation, engagement,… Continued

Case Study: A Social Media Campaign Promotes Smart Spending and Empowers Young Consumers

August 31st, 2009 by

Company: Citi Cards Agency: TMG Timeframe: 2009 The credit industry has become a key driver of the U.S. consumer economy—a fact that became all too clear in the wake of the financial crisis. Partially borne… Continued

Making the Most Out of Digital Media Relationships

August 31st, 2009 by

Based on the “Moving Citi Forward” campaign’s success in leveraging online media gurus to reach and engage target audiences, Tami McCarthy, founder and CEO of Citi Cards ’ agency partner TMG Brand Communications, identifies the… Continued

Rebranding One of the Oldest Professions: How PR Made Actuaries Relevant to the Modern Corporation

August 26th, 2009 by

Company: Society of Actuaries Agency: GolinHarris Timeframe: April 2006-present Much conjecture has been put forth about which industries stand to make bank off the financial hardships of others—foreclosure attorneys, generic food brands, default mortgage services,… Continued

BEST PRACTICES FOR LAUNCHING AN ENVIRONMENTAL STEWARDSHIP CAMPAIGN

August 24th, 2009 by

Drawing on the resounding success of the Wolf Trap Foundation/Booz Allen Hamilton team’s environmental stewardship campaign, Booz Allen associate Katrina Tavanlar offers the following best practices to communications professionals attempting similar initiatives: • Seek active… Continued

Case Study: A Corporate-Nonprofit Partnership Marries Environmental Awareness with Performing Arts

August 24th, 2009 by

Nonprofit: Wolf Trap Foundation for the Performing Arts Corporate Partner: Booz Allen Hamilton Timeframe: 2007-ongoing Wolf Trap Foundation for the Performing Arts has a long history of eco-friendliness, supported largely by its partnership with the… Continued

Discovery Education: Doubling the Fun with a Product Launch

August 17th, 2009 by

Based on the success of the “Science Matters!” campaign alone, Discovery Communications would be considered a leader in public affairs and communications efforts, but the company never stops raising the bar: In June 2008, Discovery… Continued

HOW TO FACILITATE EFFECTIVE COLLABORATION

August 17th, 2009 by

For a campaign like “Science Matters!”, which was executed by Discovery Education, the Science Channel and Comcast, collaboration among all partners involved is critical to success. To facilitate this collaboration, Kelly Kane, director of marketing… Continued

Case Study: A Three-Way Collaboration Ensures the Future of Science by Targeting Middle School Students

August 17th, 2009 by

Companies: Discovery Education, Science Channel and Comcast Timeframe: 2007-2008 Once the excitement of elementary school science projects, complete with erupting clay volcanoes and rubber-band race cars, wears off, many students lose interest in science, unable… Continued

Putting Customers at the Center of Charter’s Brand Experience

August 10th, 2009 by

Customers were the focal point of Charter Communications ’ campaign surrounding the digital transition, but this stakeholder group is front and center in the company’s other marketing/communications initiatives as well. Case in point: When Joe… Continued