Case Studies

Think Big: COMMUNICATING ON A GLOBAL SCALE

May 4th, 2009 by

Digital communications platforms may help bridge geographic gaps, but by no means do they alleviate the logistical nightmares that come with planning a global initiative. No one knows that better than the communications executives at… Continued

GLOBALIZATION AS AN IMPETUS FOR RESPONSIBLE LEADERSHIP

May 4th, 2009 by

PricewaterhouseCoopers ’ “Power of 10” initiative, based on the concept of responsible leadership on a global scale, was not created in a vacuum. On the contrary, extensive research was conducted—especially around the company’s annual global… Continued

Case Study: Business Without Borders: PwC Celebrates Its 10th Anniversary With a PR Program of Global Proportions

May 4th, 2009 by

Company: PricewaterhouseCoopers Timeframe: 2008-ongoing As the company’s 10th anniversary drew near, PricewaterhouseCoopers (which was formed in 1998 after a merger between Price Waterhouse and Coopers & Lybrand) executives decided that giving back to global communities… Continued

Case Study: Metrics Make the World Go ’Round: How One Nonprofit Measures the Impact of Its Social Media Marketing

April 27th, 2009 by

When your PR efforts create a measurable impact on your organization’s goals, you will be at the head of the line for budget and staff. If you can’t measure your contributions to the organization’s goals, then you are at risk of being thought of as “one those communications people we have to keep around” by senior management.

CAUSE BRANDING BEST PRACTICES

April 20th, 2009 by

When A&E Network launched its “Recovery Project” cause-branding campaign in 2008, its executives, along with those at agency partner Civic Entertainment Group, had to overcome the challenge of de-stigmatizing addiction. Thanks to their integrated marketing… Continued

MARKETING IN THE MIDST OF A BRAND REPOSITIONING

April 20th, 2009 by

In 2008, A&E Network underwent a repositioning effort that included, among other elements, a cause-branding initiative dubbed “The Recovery Project.” More broadly, though, Guy Slattery, SVP of marketing for A&E Network, describes the repositioning in… Continued

Case Study: No Laughing Matter: A Humor-Driven Marketing Campaign Promotes Hygiene for Pandemic Prevention

April 13th, 2009 by

Company: Florida Department of Health Agency: Salter>Mitchell Timeframe: 2007 To convince Florida residents that they should always be prepared for an influenza pandemic such as bird flu—not to mention outbreaks of the common cold—the Florida… Continued

A Light in the Attic: A Multi-Tiered Media Campaign Promotes Green Living & Delivers Measurable Results

April 6th, 2009 by

Company: Osram Sylvania Agency: Weber Shandwick Timeframe: October 2007- September 2008 Thanks to the green revolution that has seeped into consumer consciousness in recent years, there has been a surge in the usage of energy-efficient… Continued

Case Study: Revival of the Fittest: Art + Media Outreach Prompts a Post-Katrina Cultural Renaissance in New Orleans

March 30th, 2009 by

Company: New Orleans Museum of Art Agency: Deveney Communication Timeframe: September 2006-March 2007 Following Hurricane Katrina’s devastation of New Orleans in 2005, the nation of France offered to help rebuild New Orleans’ infrastructure, with special… Continued

Case Study: A Dose of Art, In-Depth Market Research & Aggressive Media Outreach Combine to Fight Diabetes

March 23rd, 2009 by

Company: Eli Lilly and Company Agency: Manning Selvage & Lee Timeframe: 2007-ongoing How can a chronic illness inspire? How does an illness connect to millions worldwide? How can one story directly impact another? Following the… Continued