a media messaging case study - transforming communications
TRANSCRIPT
Transforming communications
A Media Messaging case study
The brief we got
• Address lack of marketing consistency, coordination and direction
• Promote new product launch• Boost recruitment
Annual activity summary
• Boosted educational campaign response• Launched recruitment newsletter• Helped to create promo videos• Launched client newsletter• Launched staff newsletter• Offered ad-hoc support• Wrote script for video• Built media database• Got press coverage• Built a media centre• Created messaging• Trained client’s staff• Launched a new blog• Supported top events• Helped on social media• Identified press contacts• Engaged with stakeholders
Results summary part 1: stakeholder communications
• 4 messaging exercises• 5 recruitment newsletter editions• 3 staff newsletter editions• 2 customer newsletter editions• Launched blog• Promoted content on social media
Company messaging
Situation before No consistent messaging
ActionHeld messaging workshops with top team
ResultConsistent messaging agreed for overall business and three main business streams, later used across events, media relations, etc.
Recruitment newsletter
1 2 3 4 5820840860880900920940960980
10001020
Subscribers
1 2 3 4 50.005.00
10.0015.0020.0025.0030.0035.0040.0045.0050.00
% opensIndustry average opens
Situation before No regular communication with potential recruits
Action Launched newsletter in February 2016
ResultBi-monthly newsletter now sent to 1000+ potential recruits; open rate 113% above industry average
Staff newsletter
Situation before No regular communication with staff
Action Launched staff newsletter in July
ResultThree editions now published. Positive feedback from recipients.
Customer newsletter
% open rate Industry average % click rate Industry average0
5
10
15
20
25
30
35
40
Situation before No regular communication with clients
Action Launched customer newsletter in October ResultTwo editions published. Open rate 68% above industry average. Feedback from major customer: “ ” 😀😁😂😃😄😅😆
Company blog
Situation before No new content to draw visits to website
Action Launched company blog in September
Result22 blog items posted. Now:
• Each item attracts newsletter subscribers for client’s database
• Blog augments reach of company news
• Fresh content serves to draw visitors
Social media
Situation before Only ad-hoc, irregular company-related content on social media channels
Action Blog content integrated into social media feeds from September
ResultBlog content now shared regularly on Facebook and LinkedIn, reinforcing corporate messaging
Results summary part 2: media relations
• Launched media centre• Created media database• Gained coverage on four
campaigns and counting
Media centre
Situation before No online evidence of media relations activity
Action Launched media centre with press releases, contact details and audiovisual assets
Result• Press has a direct line for enquiries• Customers see the company as a serious market player with established press relations• Investors are assured the client is communicating with stakeholders
Media outreach
Situation before Only one or two ad-hoc media relationships
Action Created UK media database and initiated contact with key editors
ResultOngoing dialogue with leading industry publications
Press coverage
Situation before Ad-hoc coverage only
Action Issued four press releases and counting
ResultRegular coverage now appearing in key media
Results summary part 3: marketing communications
• Recruitment video series support• New product video animation
scripting• Conference stand support• Marketing materials support• Educational campaign support• Copywriting training
Recruitment video series support
Situation before No way of bringing staff benefits to life
Action Helped script, source and produce 3’39’’ video and 5 video vignettes
ResultVideo material is now available online and at events. Combined 482 views on YouTube
New product video scripting
Situation before IT offering was difficult to articulate in simple terms
Action Drafted script for video animation explaining product in laymen’s terms
ResultSimple-to-understand video used to explain product at events and online; 218 views on YouTube so far.
Event stand support
Situation before No clear content strategy Action Developed messaging and assisted on stand themes Result Client’s most eye-catching stand to date
Marketing materials
Situation before Marketing materials generated without consistent messaging or quality control
Action Creative and copywriting support for numerous campaign assets
ResultConsistent, high-quality marketing materials based on agreed messaging
Course sign-up campaign
Situation before Limited response to course engagement campaigns on LinkedIn
Action Advised on new LinkedIn headlines and copy
Result15% more subscribers, 21.4% more opens, 5.5% more click throughs
Copywriting training
C
a QY
a
a aa
Situation before Staff poorly prepared to undertake ad-hoc marketing tasksAction Two workshops on how to improve copywriting and communicationsResult“The feedback has been really good. The training was just what we needed!”
Conclusion
Marketing has helped resolve the issues the client faced at the beginning of 2016.
At the same time, the client has gone from having fragmented, uncoordinated, inconsistent messaging to communications that are consistent, regular, coordinated and effective.
This gives the client a stronger, more authoritative and more persuasive voice in the industry, making it more relevant and attractive to clients, employees and stakeholders.
Write to [email protected] to find out what we could do for you.