Case Studies
By Raha Naddaf, Staff Writer
(note: all case studies are in PDF format)
"Tacoma, America's #1 Wired City," City of Tacoma,
Washington and Development Counselors International
The city of Tacoma was facing a seemingly insurmountable challenge:
turn around a sharply negative image with the local and regional
media and get the attention of the national press, all with the
ultimate goal of bringing business to town. Those involved in the
effort knew that getting positive media coverage was key to bringing
in revenues the city government needed to offer essential services
like building roads and offering police protection. The media campaign's
objectives included generating at least five articles in prominent
national/international publications, 10 positive Seattle placements
and 20 positive local articles about the city's turnaround. A team
led by Juli Wilkerson, director of the Tacoma Economic Development
Department, was able to place 20+ national/international articles,
15+ positive Seattle placements (print and broadcast) and countless
local placements.
(full
case study here...)
"Casino Regina - The Great Escape," Phoenix Group
Casino Regina is a government-owned crown corporation serving the
province of Saskatchewan, which is home to one million people. Casino
Regina's primary competition was not other casinos, but other Regina
entertainment venues competing for the same customers. A new marketing
plan was established to position Casino Regina as Saskatchewan's
top gaming facility. The plan included creating brand identity through
targeted quarterly promotion campaigns, standard retail advertising
and targeting direct mail at niche markets. Upon completion of the
campaign, Casino Regina reported an eight to one return on investment
for their advertising. The casino gained a reputation as being "fun
and friendly," created positive perceptions of their brand
and acquired top-of-mind awareness.
(full
case study here...)
"Global Internal Communication Strategy Pilot," Pharmacia
Corporation
George Gunn, the leader of Pharmacia's Animal Health business unit,
wanted to implement a global internal communication strategy to
demonstrate that effective internal communication drives bottom-line
results and should be a priority among business unit leaders around
the world. Gunn tested Pharmacia's corporate internal communication
strategy by implementing each component within Animal Health and
measuring the results. Animal Health then proactively shared this
approach and its results with business unit presidents throughout
Pharmacia to gain global support and resources for internal communication.
The results of a communication effectiveness survey indicate their
success: 54 percent of employees identified communication as a major
reason the sales goal was achieved; the number was even higher in
Global Marketing (78 percent). The team met their goals and obtained
and ROI of 1,971 percent.
(full
case study here...)
"The Other 'Other White Meat' Program: Changing Perceptions
in the Hispanic Market," The San Jose Group
Based on qualitative and quantitative research, it was clear to
The National Pork Board that an educational PR program was necessary
to address the misperceptions of pork in the Hispanic community.
The board hired The San Jose Group, which conducted focus groups
and surveys in five markets, revealing that although pork is widely
consumed in the Hispanic household, there are barriers to consuming
it. In order to change negative perceptions, a wide-ranging campaign,
including brand repositioning and print advertising, established
pork as a healthy and safe product. Media relations and spokespeople
were utilized to reach this growing market, ultimately resulting
in over US$600,000.00 in media value, 24,715,000 gross impressions,
a 200 percent increase in awareness and a 42 percent increase in
weekly purchases.
(full
case study here...)
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