Creating Award-Winning Strategies to Produce Memorable Results
CLIENT: THE NONPROFIT ADVOCACY ORGANIZATION
SITUATION: The statewide organization needed to promote legislation that would help reduce death and injuries from drunk driving. The organization wanted to be positioned as the leading voice on the issues.
STRATEGY: Scanlan Communications Group formulated a plan to present good, strong, honest testimony on a difficult topic. We developed media plans to publicize specific issues at strategic times of the year. The visibility of the president of the organization needed to be raised. We provided training in media interviews and public presentation skills. We organized press conferences and brought in public officials to endorse the campaign. Press conferences held on highways and other appropriate sites, as well as special events, dramatized the message.
RESULTS: A successful media campaign kept the public aware of the terrible results of drinking and driving and helped to secure passage of the legislation. The president of the organization emerged as an authority on the issues and has been called upon by the media as well as government officials to be the credible resource for stories and events.
ANALYSIS: Well-organized and strategic communications planning resulted in successful media coverage and high organization visibility.
CLIENT: THE STATE AGENCY
SITUATION: Competitive federal dollars were available to each state for literacy public awareness campaigns. We wrote the plan for our client who was awarded the grant.
STRATEGY: Scanlan Communications Group developed a statewide marketing and public awareness campaign that involved a media plan and publications to promote the value of the programs. A celebrity spokesperson was needed and special events had to be produced. A theme had to be developed in conjunction with officials at the agency. Local community literacy providers required professional assistance in marketing their programs.
RESULTS: The statewide campaign resulted in print and electronic media coverage in every part of the state. This was greatly aided by our successful procurement of a Pulitzer Prize-winning novelist as our celebrity and by the promotion of local human interest stories. Local service providers were trained in media relations and a marketing information handbook was published for future use throughout the state. Posters and brochures were developed for public consumption.
ANALYSIS: By the completion of the year-long campaign, the media became aware of and sensitive to literacy issues. Vast amounts of literature were distributed to residents throughout the state. Literacy providers were taught how to do outreach programs and become astute in marketing their services.
CLIENT: THE LONG-TERM HEALTH CARE ORGANIZATION
SITUATION: The well-respected but little-known health care facility rapidly expanded from a single nursing home to a multi-affiliate organization serving more than 12,000 people in the Capital District.
STRATEGY: Our plan was to develop an in-house understanding of the value of strong public relations and to position the organization and the CEO as experts in long-term health care. For five years Scanlan Communications Group provided the media with a consistent message of intelligent, cutting-edge, compassionate care through op-ed pieces, features, news stories and editorial endorsements. We met with the boards and many affiliates, as well as the executive staff and administrators, to develop the message. We worked with the town planners and the community to introduce and gain acceptance for the first retirement community in the county. We planned, coordinated and produced an annual symposium.
RESULTS: An 18-minute video told the organization’s story to members and the public. Executives and staff went through media training program. An annual symposium, which attracts more than 600 participants each year, allows leaders the opportunity to exchange public policy concerns and examine social, medical, ethical, and legislative initiatives and alternatives.
ANALYSIS: Our client is now considered a model and expert for services and programs for the aging.
CLIENT: THE BANK
SITUATION: Our bank client, an international financial services provider, had acquired another financial institution’s retail outlets in New York’s Capital Region. Employee anxiety, bad press and a potential 20% loss of customers were anticipated.
STRATEGY: Our year-long strategy targeted selected print and electronic media for major announcements on events associated with the acquisition. Scanlan Communications Group advised the president of the bank to make personal visits to all branches, to listen to employee concerns and to take action. An employee newsletter and a video were produced to address in-house concerns and to communicate bank propaganda. Selected mailings were made and giveaways offered to minimize customer losses. Special events throughout the year were planned to present a picture of strength, both to employees and to consumers.
RESULTS: Editorial and feature coverage were excellent. Introductions were made and relationships established between the bank and educational institutions, arts organizations, sports events and local not-for-profits. A smooth transition was made. The media was educated. Employee relations were improved.
ANALYSIS: Customer relations were strengthened and customer loss was minimized. The bank’s credibility was heightened through market awareness.