Goal –
Design and execute a public relations and
marketing program to educate employers about the benefits of centralized
workforce health and to communicate a health care company’s range
of services as a major differentiation to enhance the company’s
market position.
Execution –
Conducted four focus groups, 50 surveys and 20 interviews
with major corporations and government agencies across 11 industries and
three different geographic regions
Established four distinct campaigns that worked in unison to accomplish
campaign goal, including:
- Branding—advertising,
direct mail, new Web site, trade show program
- Reputation Management—targeted
speaking engagements, bylined articles, book promotions, speaker coaching
- Publicity—media relations,
new press kit, developed key company-wide messages
- Education—developed new
materials, case studies, onsite seminars, briefings with top consultants
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