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Case Study 1


Branding and publicity for a nonprofit organization.

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Case Study 1


Branding and publicity for a nonprofit organization.

The challenge:

  • Help launch a new nonprofit organization with a mission to train and employ U.S. military veterans for new careers in software and information management.

Strategy and tactics:

  • Developed a logo and overall branding to highlight patriotism, optimism and "real life" transformation stories
  • Developed a robust website with photos, videos and engaging blog stories
  • Promoted the program via news and social media

Results:

  • Developed the branding and website in under 3 weeks
  • Created materials including one-pagers, PowerPoints, ads, signs, banners, fundraising appeals, photos, videos and infographics
  • Secured 16 unique news clips, including a 4-minute segment on CBS This Morning
  • Rising numbers of applications and donations
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Case Study 2


Thought leadership and positioning for a technology company.

Case Study 2


Thought leadership and positioning for a technology company.

The challenge:

  • Help a successful but little-known technology company make the transition from serving mostly military customers -- which had engendered a culture of secrecy -- to entering commercial markets and embracing higher visibility through expanded communications for thought leadership, corporate positioning and marketing.

Strategy and tactics:

  • Develop strong, simple messaging and materials about the company's commercial solutions, while maintaining confidentiality about the government solutions
  • Cultivate feature stories in the media about the company's evolution and technology breakthroughs
  • Launch social media accounts

Results:

  • Upgraded the website to feature more engaging photos and content, including a blog, "Fast Facts," and "Work and Play" pages to boost employee recruitment
  • Secured excellent articles by and about company executives in Florida Trend, Sun Sentinel, and Sat Magazine, among others
  • Developed industry followings on Linkedin and Twitter
  • Company is setting new records in revenues and employment
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Case Study 3


Grassroots and media for public policy advocacy.

Case Study 3


Grassroots and media for public policy advocacy.

The Challenge:

  • Eight weeks before a crucial congressional committee vote, the team was tasked with educating and influencing more than a dozen Members of Congress to support a "hard date" for the transformation to digital TV broadcasting. Opponents claimed it would disrupt long-held TV viewing habits and impose undue burdens on low-income, aged and minority households.

Strategy and tactics:

  • Replaced the pro-industry messaging with a populist approach: "Better TV and stronger communities for everyone;" and emphasized that there were workable solutions to helping special populations
  • Conducted "grass-tops" outreach to educate and mobilize influential constituents
  • Placed earned and paid media in affordable, hometown media outlets, as well as congressional-focused outlets

Results:

  • Generated 500+ VIP letters, emails and calls to the Members of Congress
  • Secured 11 members' support and won the key votes in committee and the full Congress