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A Media Messaging Case Study - Transforming Communications

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How Media Messaging, a Barcelona-based marketing, public relations and communications project, transformed one client's communications.

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A Media Messaging Case Study - Transforming Communications

  1. 1. Transforming communications A Media Messaging case study
  2. 2. The brief we got • Address lack of marketing consistency, coordination and direction • Promote new product launch • Boost recruitment
  3. 3. 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
  4. 4. 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
  5. 5. Company messaging Situation before No consistent messaging Action Held messaging workshops with top team Result Consistent messaging agreed for overall business and three main business streams, later used across events, media relations, etc.
  6. 6. Recruitment newsletter 800 850 900 950 1000 1050 1 2 3 4 5 Subscribers 0.00 10.00 20.00 30.00 40.00 50.00 1 2 3 4 5 % opens Industry average opens Situation before No regular communication with potential recruits Action Launched newsletter in February 2016 Result Bi-monthly newsletter now sent to 1000+ potential recruits; open rate 113% above industry average
  7. 7. Staff newsletter Situation before No regular communication with staff Action Launched staff newsletter in July Result Three editions now published. Positive feedback from recipients.
  8. 8. Customer newsletter 0 5 10 15 20 25 30 35 40 % open rate Industry average % click rate Industry average Situation before No regular communication with clients Action Launched customer newsletter in October Result Two editions published. Open rate 68% above industry average. Feedback from major customer: “😀😁😂😃😄😅😆”
  9. 9. Company blog Situation before No new content to draw visits to website Action Launched company blog in September Result 22 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
  10. 10. 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 Result Blog content now shared regularly on Facebook and LinkedIn, reinforcing corporate messaging
  11. 11. Results summary part 2: media relations • Launched media centre • Created media database • Gained coverage on four campaigns and counting
  12. 12. 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
  13. 13. Media outreach Situation before Only one or two ad-hoc media relationships Action Created UK media database and initiated contact with key editors Result Ongoing dialogue with leading industry publications
  14. 14. Press coverage Situation before Ad-hoc coverage only Action Issued four press releases and counting Result Regular coverage now appearing in key media
  15. 15. 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
  16. 16. 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 Result Video material is now available online and at events. Combined 482 views on YouTube
  17. 17. 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 Result Simple-to-understand video used to explain product at events and online; 218 views on YouTube so far.
  18. 18. 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
  19. 19. Marketing materials Situation before Marketing materials generated without consistent messaging or quality control Action Creative and copywriting support for numerous campaign assets Result Consistent, high-quality marketing materials based on agreed messaging
  20. 20. Course sign-up campaign Situation before Limited response to course engagement campaigns on LinkedIn Action Advised on new LinkedIn headlines and copy Result 15% more subscribers, 21.4% more opens, 5.5% more click throughs
  21. 21. Copywriting training a Q a a Situation before Staff poorly prepared to undertake ad-hoc marketing tasks Action Two workshops on how to improve copywriting and communications Result “The feedback has been really good. The training was just what we needed!”
  22. 22. 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 contact@mediamessaging.net to find out what we could do for you.

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