Case Studies
Marketing Through Content
by Alyssa Kay Klingbeil, contributing author
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month’s topic.
Note: All case studies are in PDF format.
The Eco Experience
Minnesota Pollution Control Agency
Content marketing strategies do not only apply to selling products—they are useful in gaining attention and support for causes as well. In 2006, the Minnesota Pollution Control Agency (MPCA) hosted a large-scale event to establish community commitment to sustainable, “living green” practices. The Eco Experience exhibit was geared toward educating and promoting behavioral changes; this exhibit stressed the importance of education, outreach and prevention. The success of the Eco Experience illustrates how effective communication plans can hinge on increasing awareness and the sharing of information.
The Source: Strategies and Solutions for Supply Chain Success
Consorta Inc.
Consorta Inc., a top health care resource management and group purchasing organization, developed a quarterly publication to drive membership among a diverse audience of health system professionals. The Source: Strategies and Solutions for Supply Chain Success was the first and only magazine published by such a company. This publication served to enhance brand recognition based on the provision of information and allowed Consorta Inc. to successfully position itself as an authority in a highly competitive industry.
A Canadian First: Cementing Listerine’s Position in the Oral Hygiene Routine
Environics Communications Inc.
To increase the usage of Listerine Mouthwash (LMW) in the Canadian oral hygiene routine, Environics Communications Inc. aligned LMW with the Canadian Dental Hygienists Association to popularize a new oral care routine: brush, floss and rinse. The campaign relied on communicating key messages to dental hygienists and consumers alike via an intensive media campaign. LMW’s status as the only over-the-counter mouthwash proven to fight gingivitis was a key selling point and the campaign educated the public about the various, preventable health risks associated with gum disease. This case study exemplifies how content can be an effective means of influencing consumer decision making.
Awards were presented to the winners of the 2008 Gold Quill Awards at IABC’s International Conference, 22-25 June in New York City. View the 2008 winners.
The collection of all case studies from the 2007 Gold Quills Awards program, titled Best Practices in Communication Planning and Implementation 2007, is available for purchase. This softcover book features more than 70 case studies of the best and most innovative organizations in communication right now. Order your book online.
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