Case Studies

How an Association on a Tight Budget Used Video to Inform the Public of Its Existence

September 1st, 2018 by

Plenty of brands use video to disseminate their messages and raise awareness. But how do you do this when the primary parts of your message are almost invisible to the public? That was one of the issues facing the Canadian Society for Medical Laboratory Science, which represents lab professionals.

How Klein Tools Used Videos to Calm Flare-Ups About Global Manufacturing

March 27th, 2018 by

Since 1857, Klein Tools has manufactured its product in the US. Recently, though, it’s expanded globally and begun producing tools overseas. Some of its US-based customers voiced their displeasure on social media about the company’s move to foreign manufacturing. Here’s a case study of how Klein Tools used videos to respond.

How McDonald’s Uses a Former Superhero to Raise Awareness and Sales of Its Dollar Menu

February 13th, 2018 by

We often examine PR campaigns once they’re over as subjects for case studies. This time we take a slightly different route, looking at how a McDonald’s constructs a campaign whose goal is to attract the Hispanic market to its new Dollar Menu.

How a Residential Apartment Brand Stood Out in a Sea of Sameness as It Extended Its Footprint

December 5th, 2017 by

Richman Signature Properties became the new luxury division of The Richman Group , the nation’s 7th largest residential apartment owner. The Richman Group had been known only for developing affordable housing. Here’s how it ramped up its tactics and strategy to become a known entity in the highly saturated luxury apartment market.

PR Lessons From the NFL, Facebook and Weinstein

October 19th, 2017 by

The machinations on Capitol Hill and in the White House have provided a plethora of PR lessons. Yet there also is plenty to feast on beyond the Beltway. As examples we look at PR lessons from the NFL’s National Anthem case, the Weinstein scandal and Facebook’s about-face on Russian advertising and the 2016 presidential election.

How Conservation International Used Virtual Reality to Overcome Obstacles

October 17th, 2017 by

How can a modest nonprofit make audience members aware of conservation issues in a far-off part of the world? Mixing technology and PR tactics helped Conservation International (CI) achieve its goals. This case study explains how CI did it and the lessons it learned.

Case Study: How a Cat Litter Used Emotion to Change Its Underdog Brand Status

October 10th, 2017 by

Learn from a case study how a cat litter brand took on larger brands and forged an emotional tie with customers to gain awareness and social traction.

PR Alchemy: Promoting a Project When Basic Details Are Unavailable

October 3rd, 2017 by

A PR firm was primed to publicize the launch of an HGTV series about Pittsburgh-based home renovator Kris Bennett. Trouble was details about the date, time and content of the show were kept secret until just weeks before the premiere episode. This case study examines how the PR team handled this perplexing issue.

How a Former Brand PR Pro Upgraded a Church’s Earthly Messaging

August 29th, 2017 by

A 2200-member church hired a former corporate PR pro with design training to make its brand more approachable and bring it into the modern age. The pro has responded with an integrated media plan that leans heavily on graphic elements.

How a 17-Year-Old Brand Changed Public Perception in 12 Packed Days

June 19th, 2017 by

Can a 17-year-old brand in the television space shout loud enough to make sure stakeholders hear that it’s about to undergo a major rebrand? This case study describes how National Geographic Channel planned and executed a whirlwind campaign, mounting more than 30 events during 12 busy days in April.