Winner: Henson Consulting
Henson Consulting CEO Kathleen Henson knew she had assembled a remarkable and diverse staff and wanted to use that asset to promote the firm and revitalize the firm’s Web site. How to accomplish this? With the creation of a blog—The Bubble—which would serve as a destination for PR pros.
The Bubble, it was hoped, would provide an entertaining look at the PR lifestyle on the outside and highlight the Henson Consulting culture. Because of its eclectic staff, the blog was able to have a voice that showcased the similarities and differences of individual team members.
To reflect what HC stands for, the winning team of Henson and Katie Cosgrove created a strategy that demanded that creativity and illustrations would be part of every post. To ensure success, a set editorial process was established. An editor was selected who would be responsible for scheduling posts and every team member would have the opportunity to contribute.
To extend the conversation that was started on the blog, readers were encouraged to share information on their Twitter and Facebook pages. The blog has created unique PR discussions not seen anywhere else on the Web. More importantly, since The Bubble launched, traffic to Henson’s main Web site has doubled and time spent has increased 1252 %.
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