Case Studies

REBRANDING BEST PRACTICES

July 13th, 2009 by

The primary objectives in establishing a fresh image for a profession may differ from that of a product or service, but the rebrand-ing process is largely universal, according to Society of Actuaries (SOA) director of… Continued

Case Study: How PR Made Actuaries Relevant to the Modern Corporation

July 13th, 2009 by

To make it’s profession more appealing, the Society of Actuaries, with the help of GolinHarris, sets about to rebrand its image.

Case Study: Lenovo’s Purchase of the IBM PC Division Prompts an Olympic-Size Re-Branding Effort

June 29th, 2009 by

Company: Lenovo Agency: Ketchum Timeframe: January 2007-2008 When Lenovo purchased IBM’s PC division in 2005, it was a Chinese company that flew under the radar of most of the world. However, its $1.25 billion acquisition… Continued

TORCHING THE COMPETITION

June 29th, 2009 by

Coordinating communications around the sponsorship of the Olympic Games is an immense challenge in and of itself. Imagine, then, what Lenovo and its agency partner Ketchum faced when the preliminary stage of their Beijing Olympics… Continued

BEST PRACTICES FOR INCREASING VISIBILITY OF CSR CAMPAIGNS

June 22nd, 2009 by

Christine Dotts, CSR PR manager for Intel, provides the following best practices based on the widespread success of the company’s CSR initiatives: • Tell the story: “We are constantly looking for opportunities throughout the organization… Continued

Case Study: Intel Energizes Its CSR Commitments, Focusing on Four Causes to Spread the ‘Good’ Word

June 22nd, 2009 by

As the world’s leader in silicon innovation, Intel Corp.’s products and services impact the lives of individuals and communities around the world every day, often in ways that go unnoticed. Just as its

THE STORY BEHIND THE STORY

June 15th, 2009 by

When UPS executives set out to initiate aggressive media outreach around its various environmental endeavors, they decided to use the following nine stories as news hooks, upon which they could build their overall campaign message:… Continued

Case Study: UPS Leverages Media Relations & Cohesive Messaging to Trumpet Its Sustainable Spirit

June 15th, 2009 by

Company: UPS Agency: Fleishman-Hillard Timeframe: 2008 With 99,000 vehicles logging 2 billion miles a year, UPS is the Shaquille O’Neal of carbon footprints. And that’s not to say that the company wasn’t sensitive to environmental… Continued

LEVERAGING MULTIPLE CHANNELS WHEN LAUNCHING A CAMPAIGN

June 8th, 2009 by

Events that are linchpins of PR campaigns always require stringent planning, research and execution to kick them off. The logistics are such that it is imperative to draw in all of the departments in your… Continued

Case Study: Best Buy Turns Black Friday Into a Beacon of Hope in the Midst of a Dismal Economy

June 8th, 2009 by

In the world of retail, the day after Thanksgiving is the official kickoff to the holiday shopping season. Aptly dubbed Black Friday, it’s the day diehard shoppers across the country strategize and camp out in front of their favorite stores in an attempt to score the season’s hottest products at a fraction of the price.