Case Studies

A Flight to Nowhere Proves It’s The Experience, Not the Destination

October 13th, 2020 by

It’s great when brands and organizations have purpose. On the other hand, a survey of your target audience might show that this moment calls for garden-variety fun, purpose be damned. Several aviation companies are earning revenue by pushing the experience of flying, not the destination. And one carrier boasts full aircraft though their tires never leave the tarmac.

How the Cranberry Went Social on Friendsgiving

November 27th, 2019 by

As you prepare to sit down for Thanksgiving or Friendsgiving, chances are cranberries will be on the table in some form. For the Cranberry Marketing Committee (yes, there’s really a Cranberry Marketing Committee), the challenge was to ensure that cranberries got a seat at both tables and year-round, despite its heavy association as a holiday treat. The Committee chose to re-invent the cranberry. On social media.

Event Planner Mixes Smart Pitching, Personal Touch to Start Canadian Soccer Trade Show

July 1st, 2019 by

A soccer trade show sounds like a decent idea, but in Canada? Here’s how Rich Padulo took his idea from conception to reality. He shares what he learned along the way.

Outside-the-Vault Thinking: Capital One Engages Customers by Talking About Purposeful Travel

May 1st, 2019 by

We enjoy learning about brands using unusual communications methods. Capital One bank is well known for its “What’s in Your Wallet?” tagline and sponsorship of sporting events. One of the country’s leading issuer of credit cards, the bank leaves its cards home for its latest communication effort. Instead, it concentrates on conversations with customers about purposeful travel.

How Arizona Used Social Sunshine to Lift Up Winter-Weary New Yorkers and Chicagoans

April 1st, 2019 by

Previously, to raise awareness of its sunny surplus, Arizona deployed mostly traditional paid media: print advertising, television and radio, billboards. Then a PR firm urged it to spread the sunshine via social media. Targeting Chicago and NY residents who were tired of winter, Arizona has mounted a clever campaign whose main goal is to associate the state with happiness.

How a Medical Shipping Company Excited Its Employees and Customers About CSR

March 1st, 2019 by

A case study about CSR illustrates the importance of communicating your CSR work both externally and internally.

How a Jail Built a Positive Story to Gain Media Coverage

February 7th, 2019 by

How can a brand or organization communicator generate positive media coverage when reporters gravitate toward bad stories? This case study offers an example of how a communications team at a jail overcame that issue. And the resulting story continues to generate additional positive coverage.

Lessons for PR Pros From Amazon’s Campaign to Win Over NY

February 5th, 2019 by

Amazon’s proposed headquarters in NY was supposed to be a done deal. Opposition to the project has risen, putting communications in the center of the battle and making it prime viewing for PR watchers.

A Law Firm’s Recruiting Videos Show Lawyers Are People Too

November 1st, 2018 by

How compelling can a recruiting video for a law firm be? The answer is plenty when the videos are intended to be as different from conventional recruiting pitches as possible. The results are cinematic and visits to the law firm’s site are up 500%.

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.