Pr tactics to drive sales


Published on | | Dynamic Marketing & Neuromarketing Case Studies | Whether the campaign uses traditional offline media, mass media, online and interactive media, direct marketing, emerging media, mobile media, social media, online or on-site marketing, Web development and e-commerce, or an optimized combination of all these elements, FabCom crafts powerfully emotional, relevant one to one messaging that reaches to the core of each individual. This one to one messaging is delivered on the media platforms they use; at the precise moment they use them. | The result is high-impact messaging that engages individuals in an ongoing conversation with your brand, just as they are choosing between your brand and your competitor’s brand. | FabCom is a full service dynamic marketing agency that is leading the charge, nationally, in deploying these one to one neuromarketing campaigns.

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Pr tactics to drive sales

  1. 1. BRAINFOODINNOVATIONS FROM THE CONVERGENCE OFBUSINESS, MARKETING AND CREATIVE STRATEGIESWITH LEADING TECHNOLOGYCase StudyWhite PaperPR Dynamic Messaging Case Study Dynamic, automated and efficient DatabaseDevelopment.
  2. 2. READY. SET. GOSITUATION • Define and prioritize target audiences for media relations tactics.After repositioning, this education institution was inneed of a Public Relations initiative to help establish • Establish specific media relations goals for eachthe University brand and market position to third party of our target audiences in order to increaseinfluencers. Harnessed properly, public and media University’s reputation and name/brandrelations initiatives can be instrumental in developing recognition among each.the third party validation which is the key to assuming • Develop and communicate effective alumnithe mantle of a “prestigious institution.” The University involvement, testimonial, endorsement andalso had outdated database resources and understaffed sponsorship programs.internal capability which prevented them from buildingand maintaining key relationships with diverse industry • Develop and communicate effective industryspecialty experts on a national level. involvement, testimonial, endorsement and sponsorship programs.These efforts were designed to maximize and extend • Create the foundation for ongoing public andour marketing budget by providing additional low-cost media relations initiatives that provide theexposures in the market. Additionally, public relations University definable ROI.back-fed our other marketing initiatives with constantexposure, building to a “critical mass” of awareness of • Develop and communicate an image for thethe “new” University. In the past, the client had limited University which influences choice by qualifiedfunds and minimal PR initiatives. It was time to reach potential students.out to the local and national community to let the world • Create compelling, significant follow-up eventsknow who this University is. at 30, 60, 90 and 120 days after the Launch event that attract widespread positive attentionGOALS/OBJECTIVES to maximize top of mind awareness for theGoals University with media outlets and their publics. • Position University at the leading edge in • Integrate and create synergy within marketing providing a superior-quality, classic college initiative across all “circle of influence” touch education to a selective group of students with a points. technology focus. • Maintain fluid database of industry experts • Position University as an authority in the to send ongoing communications while also areas of education and technology that media allowing each person within database to update contacts can rely on for newsworthy material their contact information should any information and assistance in understanding complex issues change. within those areas1 FabCom Case Study
  3. 3. Strategy and TacticsFabCom developed a one-to-one interactive plan to FabCom simultaneously developed additional contactsreach all key segmentations via targeted, granular divided into national target audiences:media outlets per area of educational competency. 1. HS StudentsWe utilized one-to-one variable database messaging,integrated cross platform multichannel and trigger 2. Parentsmarketing solution to allow members of the media to 3. Employersdeliver a story applicable to their industry and specialtyarea of publishing. A challenge when executing a PR 4. Centers of Influence (COI)plan is not everyone wants to write about everything – 5. Teachers/Counselorsthe one-to-one variable messaging made this challenge 6. Alumninegligible with the interactive HTML press releases andpersonalized URLs (PURLs) that had industry specific 7. Active UNIVERSITY Studentscontent. 8. MediaOur target audience media outlets include all 9. Education Committeesmainstream local and national – print, broadcast andonline as well as all technology related media, education The distribution list is maintained and updatedrelated and young adult oriented media with particular on a constant basis as new relationships arefocus in technology. formed with national audiences. The database is automatically maintained through our variableThe first step was building a viable and potent database one-to-one marketing methodology with thelist. We utilized technology at our agency to filter in new ‘Update your information’ and ‘What do youmedia on the basis of self selection and automated need’ tactics that are linked to each touch. Ourpermission-based content dissemination with viable database resources allowed users to self correct their contact information, criteria which allowscontent specifically target to each editors’ desires. the client to always have accurate information with those we are building and maintaining relationships with. An Introduction Card was sent out to our entire distribution list that invited our addressees to take advantage of our industry happenings and news as the leader in technology education. This is a variable data direct messaging campaign that spoke directly to our audience members.2 FabCom Case Study
  4. 4. Strategy and TacticsIt included their name and a personal URL (PURL)that took them to ‘Nuggets for the Press’ which allowedthem to provide further interest in the University andconfirm their contact information. They were giventhe opportunity to request specific filters of stories ontopics such as Game Programming or Network Security.FabCom simultaneously developed additional contactsdivided into national target audiences:With automated messaging to the desktops andPDAs of the editors and personalized phone touches,FabCom sent on behalf of the University a media kitthat included the personalized one-to-one messaging.Inserted into a 9x12 envelope with a clear window thatnoted personal message on the front – ‘AdvancingTechnology for <Mark Weber> and interested <GameDesigners’>. The name and interest were variable andprovided to those who expressed interest X and werean audience of X. For example, Mark’s interest was<Gaming> news and he was input in our database listas <Game Design> audience, meaning he is likely aneditor of a Game Design Magazine.Inserted into this envelope was a media kit/backgrounder that provided a personalized letter ina front pocket which reemphasized the PURL. Asmall University business card side fold out that notedthe University’s Mission, Vision, Value and Goals wasinserted into a cut-out on the folder. The University ispositioned as the ‘Best kept secret – revealed’ and thekit provided a synopsis on all programs and educationopportunities. The kit also encouraged readers to logonto for more news releases.FabCom then developed a mechanism for a weeklypress release plan to notify the media/public of eventsand happenings at the University. For example, if3 FabCom Case Study
  5. 5. Strategy and Tacticssomething newsworthy happened in the NetworkSecurity area a release was produced and disseminatedto the Network Security audience exclusively. Thisprovided our readers the ability to receive an industryrelease that already hit the spot. As noted above, notall editors are eager to write about just anything intechnology. This is why our automated segmentationsand one-to-one messaging created a 921% betterresponse than previous efforts investing in the samedollars.Once opted into the PURL and submitting confirmedcontact information for specific niche interest inUniversity programs and news, a follow up HTML blastwas sent for confirmation.By utilizing our multiple channels, multiple messagesand targeted segmentations, we created a successful,low cost Public Relations initiative in a challengingeconomy. It took a team of passionate people and fullcontact support available at all times.
  6. 6. ResultsThe University PR program initiated several mediarelationships throughout the U.S. and received a 921%increase of inquiries to the University. The Universitydatabase was maintained at 4,000 contacts relatedspecific to the technology and education industries.The strategic real-time technology used for this initiativeproved to be a success for our client and provide themawareness throughout the nation.Below are some of the relationships developed andarticles published via our PR program:4 FabCom Case Study
  7. 7. Below are some of the relationships developed andarticles published via our PR program:Arizona Business Gazette KFSM - Arkansas Symbian Developers’ Journal Breitbart.comYahoo Finance WAFB – Baton Rouge, LA WebSphere Journal PR Newswire SEOArizona Republic WIBV – Buffalo, Niagara Falls Flex Developer’s Journal Dallas Morning News and all of Western NYCollege Times Silverlight Developer’s Journal Houston Chronicle ABC 5 – Des Moines, IAThe Earth Times Web 2.0 Journal Arizona Republic Print WATE – Knoxville, East TNCalifornia News Blaze Miami Today News Phoenix Business Journal Print WPRI – Providence, RISys-Con Media RCR Wirelss News WIS – Columbia, SCYahoo Finance (US, UK, Ireland) RBC Dain Raushcer Environment CBS 4QC – South Florida WFIE – TriState area Bolsamania – SeccionPhoenix Examiner Internacional KPLC – Lake Charles, LAFINDitt News Examiner – National WTKR – Hampton Roads, NCAd Hoc News Downloads Portal WAFF – AlabamaChroniCom Bizjournals AOL Money NewsWCNC – Charlotte, NC TecTrends Wireless Business TechnologyKLFY – Louisiana National Hispanic Corporate AZ Council – NewsWQAD – Davenport-Bettenford- Los Angeles TimesRock Island-Moline Interest – Des Moines, IA BetaNews Examiner – Newark, New JerseyWTNZ – Knoxville, TN XML Journal EV – Guide to East ValleyKAIT – Jonesboro, AR SOA World Magazine AEA – Advancing the Business of TechnologyFABCOM IS A FULL-SERVICE STRATEGIC MARKETING, PR, AND ADVERTISING FIRMPrincipal: Brian Fabiano Location ContactNumber of Employees: 25 7819 East Greenway Road phone (480) 922-1122Local Area Billings: $30.7 Million* Suite 5 fax (480) 922-0606 Scottsdale, AZ 85260*Amortized for media billings as calculated in the Phoenix Business Journal Book of Lists.5 FabCom Case Study