Challenge: The thirteenth largest accounting firm in the United States, Clifton Gunderson LLP wanted to strengthen its PR efforts in the eastern and northcentral portion of Wisconsin to gain better brand recognition in the minds of consumers and general business markets alike. The goal was increased exposure and to become the top-of-mind choice in firms for these sectors of Wisconsin.
Insight: TMA closely collaborated with internal marketing team to identify new PR strategies and tactics that aligned with corporate messaging and strategies. TMA performed industry and topic-relevant research, turned findings into story pitches and reached out to the local consumer and general business media.
Results: The PR initiatives expanded the client's current level of brand awareness in a variety of markets. The efforts also created additional understanding of Clifton Gunderson's expansive services and product offerings, taking their image beyond that of a typical accounting firm.
Challenge: This $9 billion French dairy company was ready to introduce three products concurrently - Brie Pepper Wedge, Le Brie Spread and Brie Light. Each product required attention, but a release at the same time might cause less attention for one.
Insight: TMA's Public Relations team targeted 50 trade and consumer editors, and alerted their departments that a Brie picnic was being sent to them, complete with essential cheese utensils. Editors were able to sample the products together and experience how well they complemented one another.
Results: An impressive total of 14 trade and consumer pick-ups.
Challenge: The International Builders Show attracts 100,000 attendees, over 1,000 exhibitors, and hundreds of people with press credentials; in short, a lot of people vying for attention.
Insight: TMA's Public Relations team pulled an end-around. Rather than making a strong play in the press room, editors were lured to the exhibit for in-booth interviews by offering information about Osprey Creek - Florida's latest experiment in new urbanism and a user of Hurd Windows.
Results: 12 in-booth interviews and four phone interviews after the close of show.
Challenge: A&B Process Systems is a leader in the design, engineering, fabrication and installation of stainless steel process systems for the pharmaceutical, biotechnology, food and beverage, dairy and renewable energy/industrial industries. Working with diverse markets poses the challenge of how to best convey the appropriate and industry-specific messages in an accurate and timely manner.
Insight: TMA recommended the use of multi-media as a highly affordable way to market to specific industries while at tradeshows, as well as doubling as a sales tool. In addition, tradeshow follow-up by way of personalized email blasts and PURLs were recommended.
Results: Keeping versatility and affordability in mind, TMA scripted and produced one video that was easily updated to reflect each specific industry. The video was displayed at tradeshows, utilized on the web and provided to the sales force as a selling tool. Subsequently, Peritus Design created and launched a personalized email follow-up campaign in accordance with stringent anti-spams regulations.
Our PR Department designs integrated corporate campaigns, drafts and distributes news features, places backgrounders, writes newsletters, white papers and case studies, develops Internet PR campaigns, coordinates press tours and promotional events, works with client spokespersons, creates consumer generated media campaigns, and works with social networking sites to create "consumer as product manager" initiatives.