Internet Summit 2011 by Tech Media (B2C/B2B/ Technology)
Challenge: Increase attendance and earn media coverage for high-profile event in down economy.
Solution: SEO news release, personal media outreach, strategic networking.
Results: Nearly doubled attendance with 1,800 conference sales and media coverage from from a ton of bloggers & more than a dozen TV, radio, print, online and international outlets such as ABC 11 WTDV, Marketing Pilgrim, SEO Optimization Journal, NPR & Charlotte City Biz.
Connected Women of North Carolina (B2C/Nonprofit)
Challenge: Increase attendance.
Solution: Creative and targeted email and social media message development.
Results: Increased attendance to 400 people from 250 previous year.
VisionPoint Marketing & Boston College Carroll School of Management (Agency/Higher Education)
Challenge: Inconsistent social media outreach.
Solution: Development and implementation of an annual social media plan.
Results: Increased Klout score by 94% over 5 months through engagement, increased Facebook likes by 47% and targeted/relevant followers by 101%.
Piedmont Access to Health Services (Nonprofit/FFQ Community Healthcare Center)
Challenge: Lack of a unified brand and consistent messagiong across different facilities.
Solution: Development of a 5-year strategic marketing plan, including a refined mission and vision, new tagline, new brand, new naming convention, key messaging and ad campaigns.
Results: Positive feedback and increased use of services.
Danville Regional Foundation (Social Change/Nonprofit/Philanthropy)
Challenge: No marketing plan.
Solution: Development of a 5-year strategic marketing plan to include measurable goals and objectives, targeted messaging and actionable, creative tactics.
Results: Built relationships with media earning positive, regular coverage. Created online, opt-in mailing list of 700+ subscribers for new bi-monthly ezine and news alerts. Doubled the capacity of Speaker Series event by attracting 550 reservations over previous year of 250. Dramatically increased website visitors.
Danville Regional Foundation (Social Change/Nonprofit/Philanthropy)
Challenge: Announced sponsorship of an independent socio-economic study on the highly controversial, regional impact of uranium mining.
Solution: Integrated marketing campaign included engaging community citizens and asking for input on 2 third-party proposals, blogging, an SEO news release and & PR to educate public citizens and provide objective, fact-based information.
Results: The only expense incurred was $391 to use Business Wire & results were greater than ever expected. Garnered 20,962 headline impressions and 742 total views. 40% (297) of the views occurred within the first 4 hours, which is surprising for a Friday afternoon. Generated 566 domestic views; 104 international views from 5 countries (France, Sweden, Canada, Germany, United Kingdom). This demonstrated the issue was larger than we knew. Earned coverage in 209 (online, print and broadcast) outlets – includes Forbes, CBS, Media General, ABC, Wall St. Buzz and Wall Street Select. Indexed and served up by 9 search engines. Received varying coverage by industry. Top three industries, included technology (29%), energy (17%) and public policy/government (12%).
Vitality Depot (B2B/B2C/Medical/Healthcare)
Challenge: Wanted to help increase attendance for a national chiropractic conference as a premiere event sponsor.
Solution: One month, targeted sales calls.
Results: 475 calls, reaching 14% of decision makers and generating an additional $15,000 in conference revenue.
Tech Squared (B2B/Technology)
Challenge: Projects not progressing on-time.
Solution: Interim project management to lead team, complete existing projects, earn new business.
Results: Completed and delivered 30+ projects. Increased revenue by 15% through up-selling and new business development.
Datatel, Inc. (B2B/ Technology/SaaS/ Higher Education)
Challenge: New product launch.
Solution: Creative mixed, internal/external marketing material for sales team, including a resource guide, competitive research, messaging, unique selling proposition, a quick reference card, trade show events, C-level forums, print ads and targeted campaigns for email, website, client community.
Results: 71% client commitment/adoption and sales to 21 new accounts within 18 months.
Datatel, Inc. (B2B, Technology, SaaS/Higher Education)
Challenge: Generate maximum leads through traditional print and online banner advertising and deliver ROI.
Solution: Provided new business oriented methodology to place a $300,000+ media budget.
Results: Generated 500 highly qualified leads.
Advance Auto Parts (B2C/Retail/E-Commerce/Fortune 500)
Challenge: Lead internal charitable/social change campaign for 43,000 employees in the United States, Puerto Rico and Virgin Islands.
Solution: Creative mixed, internal marketing materials for C-level Executive/Leadership team to team members at stores and all corporate employees, including a micro-website on the Intranet, regular messaging across all internal communication channels (print, online, email, pay stubs, e-zines, etc.), team events, special promotions, etc.
Results: Broke a company record by raising over $1 Million for United Way of Roanoke, VA.
Advance Auto Parts (B2C/Retail/E-Commerce/Fortune 500)
Challenge: Increase readership and team member engagement through employee magazine.
Solution: Surveyed team members (focus groups, informal questioning, executive interviews and third-party audit/analysis), review of peer publications, established cross-functional Editorial Advisory Board, redesigned magazine, overhauled content and editorial schedule and began mailing publication to team members’ homes.
Results: Increased readership by 40% , 150+ daily emails from team member praising the publication, marked improvement in team member contributions and did not alter the budget. Chairman and CEO Mike Coppola gave the new publication a “Wow!”
Advance Auto Parts (B2C/Retail/E-Commerce/Fortune 500)
Challenge: As part of a crisis communications/response plan, involve team members in helping other team members affected by Hurricane Katrina, Rita and Wilma.
Solution: Established policies and guidelines to communicate and coordinate matching corporate donations and team member donations.
Results: Raised over $750,000 in matching employee donations within a year to assist employees affected by hurricane disasters.
Virginia Tobacco Commission (Political/Federal Government/ Nonprofit Cooperative)
Challenge: Plan, manage & host a news conference to earn national media exposure.
Solution: Develop a comprehensive communications plan outlining all tasks, timelines, staff responsibilities and deliverable for 2 targeted audiences – invitees and media. We developed a theme, Roots of Progress, which was integrated across all vehicles, including the save the date, the news release, the media kits, the event decorations (floral, colors, lapel pins).
Results: 150+ attendees; standing room only. Extensive media coverage: 34 Virginia and 30 national outlets. Event day coverage from all of Southside VA media, AP, Roanoke Times, Richmond Times, CBS, ABC, NBC, NPR, Virginia News Network & 40+ other media outlets (including Internet/ print/ trade publications). Continued coverage remained steady with stories appearing in Virginia Business (August) , Cooperative Living Magazine’s cover story (October) and in December, the initiative was ranked 2nd in the Virginia Economic Development Review & one of the Commonwealth’s top 10 economic events in 2004. Total media outreach included 600 national, regional and local media outlets in newspapers, trade magazines and journals, radio, TV and Internet portals. Total media outreach also included approximately 3,600 websites, databases and online services/ Online release received 1,134 hits from 21 countries, as well as 12 states excluding Virginia. Tracked nearly 1,500 print column inches of coverage for an estimated advertising value of $35,000 & a 178% ROI on the client’s investment.
Joe’s Diner (B2C/ Restaurant)
Challenge: Nobody knew anything about the restaurant.
Solution: Fun and lively brand development and the creation of Joe.
Results: Within a few months, it became a favorite hangout for late-night eats.
Member One Credit Union (B2C/ B2B/Banking/Financial Services)
Challenge: Low credit card application numbers.
Solution: Multi-faceted marketing campaign.
Results: $1.25 million in new accounts from an $11,000 investment.
Powerzone/Mowparts.com (B2C/ Retail)
Challenge: No marketing plan.
Solution: Development and implementation of a strategic marketing plan, including messaging and media placement – including a mixed media campaign of TV, print, email and direct mail – to reach target audience .
Results: Recruited 800 new customers within 2 months.
Optical Cable Corporation (B2B/ Fortune 500)
Challenge: Big company, small tradeshow booth and less than exciting annual report.
Solution: Design and production of an award-winning trade show booth display and a new, edgy look for the annual report.
Results: Award-winning, impact generating shows.
Roanoke Regional Chamber of Commerce (B2B/Nonprofit/Community)
Challenge: No brand. No budget.
Solution: Consistent, two-color materials.
Results: Awards, consistency, memorability.
Roanoke Symphony Orchestra (B2C/Nonprofit/Arts/Culture)
Challenge: Ticket sales down, marketing budget cut.
Solution: Low-cost, 2-color, direct mail brochure to targeted list.
Results: Saved $10,000 over previous year’s expenses by soliciting a paper donation. Reached 90% sales goals in only 2 months.
Town of Blacksburg (Government)
Challenge: Angry citizens displeased about trash pickup changes.
Solution: Development of a multi-faceted public relations/crisis management campaign theme and action plan launched within 24 hours.
Results: Turned negativity around into positive perceptions, earned public apologies in local media and saw a smooth transition.
Virginia Tech Mechanical Engineering Department (Higher Education)
Challenge: Alumni awareness, engagement and contributions low.
Solution: Create and produce, “The Works,” an alumni magazine.
Results: After four issues, increased donations by $500,000 with 7 continued increases and engagement over 8 years.
Wall Technology Systems, Inc. (Retail/New Product Launch/Homegoods)
Challenge: New product needed promotion.
Solution: Created & promoted their brand.
Results: Strutted their stuff at one of the largest tradeshows in the world and gaining good favor by Good Housekeeping.
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