a media messaging case study - transforming communications

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

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Subscribers

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% 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

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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 contact@mediamessaging.net to find out what we could do for you.