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See examples of how we merge PR and social media for business, government and non-profits.
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Case ExamplesSocial Media І Public Relations І Business Writing
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Case Study 1: Building Awareness via Inbound Marketing for a Tech Start-up
Client: Proxense
Approach• Messaging• Inbound marketing• Web content/SEO• Influencer list• Social media engagement
BackgroundMoore Creative was retained to boost awareness of
Proxense, an information technology company serving healthcare with wireless solutions. The company provides software and hardware for both real-time tracking of equipment and people, and access control to workstations. Merry Ann was engaged as the start-up company’s marketing communications department, liaising with the sales team and senior management to raise the company’s profile.
Objectives • Define core marketing messages • Generate traffic to website and sales leads• Connect with key influencers in healthcare IT purchasing
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Case Study 1: Building Awareness via Inbound Marketing
Approach
• Messaging: developed compelling language conveying the benefits of Proxense’s technology, to assure unified communication in all content by all employees.
• Inbound marketing targeting C-suite healthcare decision-makers and physicians: promoted an issue paper through an integrated emailer/ publicity/social media/LinkedIn pay-per-click effort. Respondents were driven to a landing page where sales leads were captured in exchange for downloads of the paper, followed by an automated opt-in invitation.
• Website revisions & SEO: rewrote content around marketing messages and keyword phrases. Incorporated images and video that told the company’s story, added calls-to-action, and tweaked navigation.
• Influencers list: identified key journalists, bloggers, Tweeple and prospects on social media platforms, at online publications and in traditional media.
• Social engagement: found and engaged in online discussions among healthcare IT purchasers.
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Case Study 1: Building Awareness via Inbound Marketing
Results/Analytics• Website visits for the one-month period during the
white paper promotion achieved 4.32 pages per visit, 4:47 minutes average time on site, and 63% new visitors.
• An influencers list of 400+ broadcast/print/digital media journalists, Tweeple, LinkedIn Groups, bloggers and business associations was generated.
• The white paper press release was picked up by more than a dozen digital publications in the healthcare IT space, with over 500 reads, 284,000 headline impressions, and significant Twitter and LinkedIn word-of-mouth.
“Merry Ann is a talented marketing
professional who leads a process which
yields strong results oriented around
company and product positioning in
addition to generating buzz and traffic
flow from prospective customers.”
--Jeffrey Davies, Director of Sales, Proxense, LLC
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Case Study 2: Promoting a New Website & Online Community
Client: Frontier Scientists
Approach• Content development & promotion• Media relations• Online community-building
BackgroundA National Science Foundation-funded project, the Frontier
Scientists website promotes the work of Alaska scientists, with the aims of creating connections with the public, promoting the scientific advances of researchers, and encouraging science tourism and eco-tourism in Alaska. Merry Ann was engaged to develop interesting new content for the website and blog and promote Frontier Scientists to achieve the broadest exposure.
Objectives• Promote launch of new website, build/maintain
website traffic• Develop an engaged online community via the social
web• Form partnerships with the travel industry
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Case Study 2: Promoting a New Website & Online Community
Approach• Content development & promotion:
identified keyword phrases. Wrote blog posts about breaking scientific news. Sought partnerships with major travel industry players. Built URL links with other organizations.
• Media relations: developed influencers list in science, education, travel and environmental spheres. Compiled list of approximately 500 bloggers, Tweeple, journalists, associations, museums, government agencies. Wrote/distributed press releases and pitched major media contacts including Neil deGrasse Tyson, Joe Palca/NPR, Bill Nye.
• Online community-building: ran an online photo contest to encourage sharing and interaction among FS’ social audiences.
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Case Study 2: Promoting a New Website & Online Community
Results/Analytics• Secured commitments from major
cruise lines for in-cabin viewing of Frontier Scientists videos.
• Arranged mirror blogs for FS on Nature Network (professional networking website serving 25,000 scientists worldwide) and Anchorage Daily News, the online edition of Alaska’s largest-circulation daily.
• Garnered coverage in all major Alaska newspapers and key travel, teacher association and environmental outlets.
• Achieved a 30% open rate and a 29% click-through rate for the website launch press release.
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Case Study 3: Building Awareness, Sales & Online Community for Small Business
Client: FITS Fun in the Saddle, Inc.
Approach• Web and social media status audit• Social media press releases• Facebook contests• Email marketing• SEO• Analytics
BackgroundFITS (Fun in the Saddle) is an equestrian apparel company
headquartered in Portland, OR. The company produces a line of riding breeches featuring new, patent-pending fabric technology. FITS’ products are distributed by major horse supply retailers in most states and Canada, and sold online all over the globe. The company cultivates strong ties with some of the world’s leading equestrian competitors, associating the brand with high levels of performance and achievement in equestrian sport.
Objectives •Boost web site traffic and online sales•Strengthen the company’s online community•Perform media outreach for high awareness of FITS’ products.
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Case Study 3: Building Awareness, Sales & Online Community
Approach• Established baseline web site and social media status:
captured current snapshot of web site visitors (average daily views, length of time spent on site, clicks per user, bounces).
• Grew FITS’ online community by migrating FITS from a Facebook Group to a Page. Created a Facebook contest series to motivate current fans to participate in the new page, and attract new Likers/Fans.
• Identified, compiled list of priority influencers and journalists.
• Conducted basic SEO -- developed keywords, incorporated into web site, social media pages, outreach materials, to boost search results.
• Wrote, distributed social-media-optimized press releases
• Designed monthly email newsletter campaign.
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Case Study 3: Building Awareness, Sales & Online Community
Results/Analytics
• In a one-month period from September to October
2010, Moore Creative’s outreach contributed to FITS
nearly doubling the number of sales, as well as more
than doubling total sales.
• FITS’ e-newsletters achieved a 33% open rate, far
surpassing the retail industry average rate of 19%. They
earned a click rate (readers that clicked through to the
corporate web site) of 21.3%, above the industry
average of 15.7%.
• Facebook Insights showed that monthly active users
jumped up 500% over the course of the three contests,
and total Likes nearly tripled.
“Merry Ann is constantly coming up with new ideas for
growing our customer base and building buzz in our
online community. She designed a great looking e-
newsletter for us, developed catchy content for multiple
issues, and gave it a long tail by incorporating lots of
social media, video, links and opt-ins. She also improved
our online presence by running Facebook photo and
video contests. We noticed significant upward bumps in
sales and website activity as a result. Merry Ann has
helped me understand aspects of traditional PR like
editorial calendars along with new tools for generating
awareness, such as SEO and social media. Plus, she takes
what I want to say in press releases and makes it better!
I strongly recommend her and Moore Creative.”
--Sheryl Rudolph, President, FITS
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Case Study 4: Messaging, Branding & Outreach Strategy
Client: Deschutes Basin Special Investment Partnership
Approach• Communications Audit• Market Research• Messaging• Branding• Outreach strategy
BackgroundThe Special Investment Partnership, a loose affiliation of four
environmental non-profits, wished to pursue sources of national funding to continue its Deschutes Basin restoration work: bringing back native salmon and steelhead to Central Oregon rivers. They recognized their cross-disciplinary approach—combining land conservation, ecosystem restoration and water rights acquisition—is a significant distinction that could attract funding. But they faced internal challenges to formalizing their partnership, creating consistent messaging, and conducting collective outreach.
Objectives•Create a common identity for four distinct environmental non-profits•Identify prospective new funding sources (foundations, agencies, corporations)•Develop messaging compelling to target audiences•Recommend outreach strategies
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Case Study 4: Messaging, Branding & Outreach Strategy
Approach• Communications audit
– Evaluation of existing outreach materials, media contact lists
• Market research
– Review of similar/competing restoration projects nationwide and their funding structures
– Preliminary identification of 150 funding prospects and ideas (regional and national charitable foundations, government agencies, corporate donors)
– One-on-one interviews with select leaders within partner organizations
– Written online survey to 230 stakeholders
– Phone interviews with core stakeholders and prospective funders
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Case Study 4: Messaging, Branding & Outreach Strategy
• Messaging
– Developed “Why should I care?” statements for outreach strategy and branding
– Incorporated key terms important to funders/resonant with stakeholders
– Assured consistency in marketing efforts across four organizations
• Branding
– New graphic identity (logo and tagline)
• Outreach Strategy
– Research identified a website, conference participation and one-on-one presentations with foundation program managers as three mission-critical endeavors.
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Case Study 4: Messaging, Branding & Outreach Strategy
Results• New common identity for four non-profits• Strategic messages with proven resonance • Stronger commitment by four partners to
continue their cooperative work and form a permanent collaborative
• List of priority national foundations to target for funding
• Research-based recommendations on preferred communications channels/inquiry approaches of specific foundations
"Merry Ann Moore of Moore Creative, is an extremely talented, creative and resourceful marketing consultant. She had her hands full, trying to tease out a common storyline for four successful, but very different conservation organizations that sought to partner and go jointly down a path that individually, they couldn't go. Her patience, tenacity and commitment were greatly appreciated by all involved and I'd have no hesitation in recommending her services."
--Brad Chalfant, Executive Director
Deschutes Land Trust
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Case Study 5: Creating Momentum for Education Reform
Client: Chalkboard Project
Approach• Message development• Electronic surveys• Social media• Email marketing
BackgroundMoore Creative was hired to support a statewide advocacy
group in its efforts to improve public education in Oregon and position the state for federal stimulus money. Completed projects for the group included message development, focus groups with real-time electronic surveys, social media, email marketing and strategic communications planning.
Results• eflyer, 2009 Legislative Scorecard• Guest blog post on Blue Oregon,
Mentoring Provides Crucial Support for Oregon’s Beginning Educators
• Editorial touting CLASS/teacher effectiveness as path to higher student achievement
• Editorial mentioning teacher effectiveness/Chalkboard as victory of session
• Editorial, “Who Are We, Really?”• Editorial, Need for schools to innovate• Opinion piece, “Take advantage of rare opportunity to
shape schools”• Oregonian ad thanking legislators, ChalkHonorRoll Ad
2009
“My organization has to appeal to people with strongly divergent views, and persuade them to take action on policy reforms. Merry Ann is a terrific resource for organizations with challenging communications assignments. She’s been particularly helpful in using new technology to make us more efficient in how we collect opinions and get the word out about Chalkboard’s work.”
--Sue Hildick, President, Chalkboard Project
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Case Study 6: Building Awareness for a Leading Finance Company
Client: TRI Financial
Approach• Web content• National ad campaign• Corporate brochure• Speakers’ bureau• Direct mail• Media relations• Ghostwritten trade journal articles and opinion pieces
BackgroundMoore Creative was selected to develop a national
communications plan for a leading multi-family/ affordable housing finance company.
ObjectivesMaintain the company’s position as the leading FHA
multifamily lender and support efforts to develop a new niche in senior housing.
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Case Study 6: Building Awareness for a Leading Finance Company
Trade Journal Articles
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Case Study 6: Building Awareness for a Leading Finance Company
Trade Journal Articles
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Case Study 6: Building Awareness for a Leading Finance Company
Direct Mail
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Case Study 7: Founding & Marketing a Start-up
Client: Buckboard Provisioning Co.
Approach• Branding• Packaging• Web content• Marketing collaterals• Public relations
BackgroundAnyone with young children is familiar with the headache of
school fundraisers. Recognizing parent frustration with junk food fund drives as a business opportunity, Merry Ann and her partner Rob Corrigan founded Buckboard Provisioning Co., a web-based fundraising and retail company offering 27 healthy products based on American history.
Objectives• Provide wholesome products with an educational
component• Improve on the school fundraising model via web-based
ordering and fulfillment• Use locally-sourced foods• Practice social responsibility and environmental best
practices in all operations
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Case Study 7: Founding & Marketing a Start-up
Direct mail
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Case Study 7: Founding & Marketing a Start-up
Direct mail
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Case Study 7: Founding & Marketing a Start-up
E-tail website
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Case Study 7: Founding & Marketing a Start-up
Results 2007 Silver ADDY® Award for product packaging
& Gazetteer newsletter Buckboard Provisioning was sold in 2008.
"Recently I bought a number of your organization's 'provisions' to benefit my neighborhood school, Roseway Heights, in Portland. I was extremely impressed with the quality of the product and the simple beauty of the packaging. The teas and mixes for baked goods are excellent. It's such a welcome change from plastic tubs of mass-produced cookie dough! I really felt good about supporting local growers and distributors.“
--Kelly McDonald, Buckboard customer
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Case Study 8: Public Awareness Campaign for a Major Municipality
Client: City of San Francisco Recycling Program
Approach• Public-private partnership with Major League
Baseball team • Multi-lingual direct marketing campaign• Publicity/outreach to multi-lingual
neighborhoods
BackgroundMoore Creative helped forge a dynamic public-
private partnership between the San Francisco Recycling Program and Major League Baseball’s San Francisco Giants to promote recycling in multi-lingual neighborhoods.
Objectives• Help San Francisco meet a state mandate to
reduce the waste stream by 50 percent by the year 2000, by increasing recycling rates
• Motivate low-participation neighborhoods to get in the habit of recycling
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Case Study 8: Public Awareness Campaign for a Major Municipality
ResultsThe “Go to Bat for Recycling” public awareness
campaign featured:• The Twelve Weeks of Recycling, a summer
program publicizing the 12 curbside recycling items;
• A drawing for free pro baseball tickets. Residents who filled out bi-lingual recycling participation cards were eligible to win 1,000 tickets donated by the Giants organization;
• A poster picturing local children, pro ball players and the 12 recyclables, which were distributed in community centers and Boys & Girls Clubs in targeted neighborhoods;
• Distribution of recycling bins at the ballpark;• Media outreach to build coverage of recycling in
multi-lingual neighborhood newspapers and San Francisco’s major dailies; and
• Ads in community papers.• San Francisco achieved its 50% waste stream
reduction goal in 2000. Today (2010) the city diverts 77 percent of all discards from the landfill, the highest rate of any city in the United States.
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Case study 9: Promoting Tourism via the Social Web
Client: Sisters Area Chamber of Commerce
Approach• Events calendar promoted through social media (SEO
press release, Facebook, Twitter)• Email marketing• Media outreach
BackgroundTo draw visitors during “shoulder” seasons, the Sisters,
Oregon Chamber of Commerce asked for help publicizing reasons to visit during fall.
Results• Social media-optimized press release, Pacific Northwest
Autumn Budget Travel Getaways PDF• Tweets – 31 Days of Oct Fun• Sisters Chamber of Commerce fall email marketing piece• Penetration of content to target audiences such as
travel and fishing news websites• International reach (Europe, Canada, Asia)• Steady increases in Facebook activity/fans• Google page ranking up sharply
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Case Study 10: Rebranding a Public AgencyClient: Central Oregon Regional Housing Authority
Approach• Branding• Crisis communications media training• Media relations• Copywriting• Collateral materials
BackgroundMoore Creative was retained by the Central Oregon Regional
Housing Authority to rebrand the organization, with the aims of better conveying its innovative spirit and distinguishing it from other non-profits. In addition, we were tasked with crafting an overall communications plan to put the organization in the news.
Objectives • Establish an effective, memorable identity• Build awareness of affordable housing issues• Keep organization front-of-mind with policymakers and
the public
Before
After
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Case Study 10: Rebranding a Public Agency
Results• Consensus-building work session for
executive management and board• Development of name, tagline & graphic
identity• Press conference with corporate and agency
heads, to publicize a key report on workforce housing
“I am very impressed with the work you have performed to date. We are in awe of your energy, writing skills, contacts, and follow-through.”
--Cyndy Cook, Executive Director Housing Works
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Case Study 11: Political Campaign CommunicationsClient: Committee for Sisters Schoolchildren
Approach• Strategic communications for a tax measure
benefitting public schools• Web development • Email marketing• Collaterals• Print advertising • Publicity
BackgroundMerry Ann had worked on a 2004 campaign which
passed a tax measure supplying ten percent of a school district’s annual budget. The effort to renew the levy four years later was daunting, given the worst recession since the Great Depression and vocal anti-tax opposition. Merry Ann served as communications director for the campaign committee, integrating media outreach, canvassing, email marketing, phone banking, new voter registration, an endorsement list of 500, and rapid response to opponents’ messages.
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Case Study 11: Political Campaign Communications
Results Following an initial defeat by eight votes, the tax
measure was resubmitted in the next election, winning by 9% and raising $5 million for local schools.
Merry Ann has amazing energy, passion and perseverance. The campaign was long and exhausting. Yet almost every day, Merry Ann would take in new information, tweak the campaign’s communication strategy, and come up with new ways or twists on the strategy to get the information out to voters. Given the difficult economy and local opposition to the levy, at many points during the campaign the committee was very pessimistic about its chances of passing. Yet Merry Ann never let up. We won by 9 percentage points, and in large part we have Merry Ann’s knowledge, skills and indefatigable effort to thank.
--Dr. Christine Jones, ChairSisters School Board
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Case Study 12: Executive Spokesperson Training
Client: Oregon Housing Authorities
Approach• Developed/delivered an interactive spokesperson
workshop for senior management of public agencies to support improved communication with the public and the press.
• Provided training in spokesperson basics.• Engaged in live simulations of crisis scenarios, press
conferences and board meetings, featuring dummy reporters and a nosy TV crew.
• Made video of session available online, so participants could review, see areas of strength/needing improvement.
BackgroundOregon Housing Authorities is a network of agencies
assisting 45,000 households with affordable housing options. OHA wanted to achieve better, accurate, fair representation in media stories about its publicly-funded housing.
Results•Participants rated the value of the seminar “very high,” and the objectives “extremely well met.”•Participants indicated they learned a lot, had more confidence for future media interactions--and had fun.
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Other Projects: Freelance Journalism
