A well-known architectural firm wanted to enhance their presence in not only their local markets and industry specialties, but the national arena as well. They turned to THO with its strategic PR expertise to expand their digital footprint while raising the overall brand recognition of the firm.
While the firm was extremely well known in its immediate circles of influence, the goal was to push the firm’s reputation into the next tier. To accomplish this goal, THO developed an intense thought leadership campaign focused on enhancing their national visibility, as well as within their two key regional markets, Kansas City and Dallas. Crucial to the program was raising the visibility of target principals for the firm, and highlighting some of the firm’s key projects.
A hand selected group of company leaders were chosen as the initial team. All were media trained and introduced to the overarching program before they were able to participate. A full-scale public relations effort, which centered on an intense media relations campaign, was developed. A thought leadership program was created which highlighted truly insightful and different opinions which were, in turn, presented to each of the firm’s primary markets.
With strategic pitching and a carefully executed media plan, THO successfully secured coverage in some of the biggest regional and national media outlets and highly revered industry trade publications including USA Today, Healthcare Design, Architectural Record, and the Kansas City Business Journal. In the first six months of the campaign, more than 60 media placements were achieved, all of which strengthened their digital footprint and supported social media outreach. The goal of the program, which was to push the firm’s visibility into the next level of influence, was achieved with flying colors.
With the more than 60 placements in major digital outlets totaling an estimated value of more than $700,000, we were able to raise their digital footprint and expand their social media outreach in the most cost-effective way.
As in most cases, for a successful and strategic media relations plan to reach all facets of industry and geographical locations, a well-planned, well thought out timeline and focus is key. Ensuring key company spokespersons receive actual media training on dealing with the press corps is a key element to presenting them as insightful thought leaders.