Case Studies
By Melissa Menzie, Staff Writer
(note: all case studies are in PDF format)
"The Alberta Beef RancHERs Win The West" - Alberta
Cattle Commision
The Alberta Cattle Commision (ACC) is a not for profit which represents
35,000 Alberta Beef producers. Part of the ACC's function is to
promote beef sales to consumers in Alberta. In 2000 it was decided
that the campaign that the ACC had been using for 13 years was getting
old and that it was time for something new. As a not for profit
the ACC has limited funding, so the challenge became to create a
long running campaign that would reach consumers throughout the
province.
"Effective Media Relations During Five-Month Crisis of Taxi
Violence Against Golden Arrow" - Golden Arrow Bus Services
(Pty.) Ltd.
Between March 2, 2000 and August 2, 2000 taxi operators from Congress
for a Democratic Taxi Association and Cape Amalgamated Taxi Association
perpetrated violent attacks against Golden Arrow Bus Services, its
staff and passengers. The Taxi Associations demands were that Golden
Arrow should scale back services and increase bus fares. Golden
Arrow is under contract with the Provincial Department of Transportation
and therefore could not comply to the demands. Golden Arrow Bus
Services had to find a way to convince consumers that the company
was doing everything it could to find a solution and keep passengers
and employees safe, while the authorities sought to put an end to
the violence.
"Taking Marsh From Obscurity to Leading Industry Commentator"
- Marsh Pty Ltd
Marsh Pty Ltd is a subsidiary of Marsh Inc., the world's leading
risk and insurance services company. While Marsh Inc is well known
in the US, Marsh Pty Limited had an extremely low profile in the
Australian Media due to multiple acquisitions and name changes.
Marsh Pty Ltd had the opportunity to create a name for itself among
the media and develop a corporate profile to support a business
plan which includes "positioning the company as Australia's
leading insurance broking and risk consulting firm."
"Tridium Inc. - Backing Up the Claim" Carter Ryley
Thomas
Tridium, a startup technology company, was unknown in the market
when it hired Carter Ryley Thomas in 2000 to launch its first national
media relations campaign. The campaign was mainly to focus on Tridium's
new software, Vykon. Carter Ryley Thomas faced two main challenges
in developing this campaign. They had to build awarness for the
company while promoting its product and they had to do so in the
wake of the dot.com bust, making it bnecessary to prove the Tridium,
and Vykon in particular, were worth writing about.
(full
case study here...)
|
