We are purpose-built for storytelling, from our methodology for developing and seeding stories to our team structure for supporting it. We combine sophisticated online listening and analytics with the rigor of a broadcast newsroom to deliver compelling storylines that we sow into traditional media. Simultaneously, we share and adopt elements of those storylines across the digital channels that offer the most engagement. This all happens within our unique “Campaign Engine™.”
Because we are organized around specialists, our clients get the dedicated expertise they seek. We believe this approach enables us to deliver better service, better content and stronger results.
Every client is managed by an experienced account veteran dedicated to their satisfaction and success. Our account team leaders bring expertise in our selected markets—energy, healthcare, technology, consumer and professional services— and work hand-in-hand with clients as if we’re all under one roof. Our account leaders provide strategy and creative thinking, industry knowledge, quarterly planning, day-to-day counsel and a passion for their business. Those engagement specialists then work with the Creative Services team to develop strategic plans for media, content and social media/social CRM, including the storylines that serve as the foundation for executing those strategies. As a final step, the account team leaders focus on results: managing to measurable outcomes, all on time and on budget.
Creative Services comprises three distinct areas of expertise, but it functions cohesively around each client’s powerful campaign engine.
Our media relations team, led by a Murrow and Emmy award-nominated broadcast news veteran, specializes in traditional and online media. Media strategy and outreach is the team’s singular focus. This gives our clients deeper connections to journalists at top business, trade and vertical publications, all of which translates into more – and more impactful – results for our clients.
Content strategy and writing is all our content team does. Our director of content strategy, a former Ziff Davis editor with 20 years in senior writing roles, has launched magazines, written and edited hundreds of news stories and authored several books. Our team of writers specializes in developing content that encompasses everything from press releases, white papers, brochures and bylined/contributed articles to blog posts, Facebook content, digital video and Twitter updates.
Our social media and social CRM experts work closely with the media and content specialists to turn awareness into action. When awareness-building in traditional media leads to anticipated behavior, such as searching, our social programming strategically pays off that interest across the blogosphere, Twitter, Facebook, LinkedIn, YouTube and emerging channels. Social media is tightly interconnected, meaning when we seed conversations with traditional media, we’ve got social content in place and discoverable.
Social media has transformed brand storytelling. There’s now a different standard for customer and prospect engagement. This doesn’t mean that traditional demand generation, lead generation and nurturing are obsolete. But the strategy must be smarter, the content more relevant and the experience more valuable. Our social CRM offering does this by embracing customers and prospects and bringing their voices into the nurturing process.
Using GCRM, our social media platform, we go beyond simple daily engagement to provide more strategic prospect nurturing. This can include complementary efforts that amplify a client’s existing demand and lead generation activity or a campaign for social channels that we plan, execute and measure. Through our platform we can execute campaigns (contests, promotions, offers, calls to action) via Facebook, Twitter, YouTube and other channels, thereby moving new prospects onto the client’s radar. New leads are then sent to a sales management system, such as Salesforce.com, and prospects are ready to exit the funnel at the bottom as sales.