Case Studies

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.

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

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

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

Better Safe Than Sorry: An Internal Branding/Employee Relations Campaign Puts Safety First

February 16th, 2009 by

Company: Worthington Industries Agency: Fahlgren Mortine Timeframe: 2007 Since 1955, Worthington Industries, a metal processing company based in Columbus, Ohio, and its employees have lived a philosophy based on what they call the "Golden Rule"… Continued

Case Study: Construction Concerto: Event Marketing & Media Relations Efforts Orchestrate a Groundbreaking Move

February 9th, 2009 by

Company: MacPhail Center for Music Agency: Fast Horse Timeframe: 2006-2007 Since 1907, the Minneapolis-based MacPhail Center for Music has been one of the country’s most respected–and most understated–music education centers. As the organization’s centennial approached,… Continued

Case Study: Making History (Again): An Anniversary Celebration Puts America’s First Permanent Settlement in the Spotlight

February 2nd, 2009 by

Company: Commonweath of Virginia Agency: Ruder Finn & Jamestown 2007 Timeframe: 2007 In 2007, the Commonwealth of Virginia wanted to commemorate the 400th anniversary of the founding of Jamestown, the New World’s first permanent English… Continued