Building Brand Evangelism from the Inside

By Robyn Brown, Account Executive Do you realize some of your biggest cheerleaders can come from inside your company? According to a 2012 survey by the Society of Human Resource Management (SHRM), 81% of U.S. employees reported overall satisfaction with their current job, with 38% of employees indicating they were “very satisfied.” Most people will agree: It’s great to be with a company you’re proud to work for. You know the feeling – You enjoy telling friends and family about your work. You’re excited to get to the office each day. You’ll tweet the company’s new product release even when you’re not in PR. The one-third of “very satisfied” employees in your organization are ideally suited to serve as brand ambassadors, helping to promote the company’s message beyond marketing and PR efforts. Marketing and PR teams should support brand ambassadors within...

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Kickoff to Rebuild

With the backdrop of Super Bowl XLV, Rebuilding Together revitalized 27 homes in Arlington, Texas. The national event was the perfect platform to raise brand awareness and shine the spotlight on an overlooked community. The Story Each year, Rebuilding Together hosts an NFL-sanctioned event in the Super Bowl city to revitalize communities in need and preserve affordable housing. In February 2011, the home repair organization brought Kickoff to Rebuild to a street in Arlington, TX near Cowboys Stadium, rebuilding and landscaping 27 homes. It combined efforts from national and local partners encompassing over 1,000 volunteers, featured celebrity spokespeople and gave hope to an overlooked neighborhood. How We Told the Story Just weeks before the Packers and the Steelers would face off in Super Bowl XLV, homes on nearby Drummond Drive in Arlington were getting a much-needed facelift. Our month-long...

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Multiple Canadian Solutions Unite under One Oil & Gas Brand

We expanded Wescorp’s marketing position from a local hardware provider in Canada to a global provider of a wide array of oilfield engineering and field services. In one short year, Wescorp went from a total unknown to the front cover of the Oil & Gas Journal‘s technology special issue. The Story Wescorp Energy is the product of several corporate changes:  tThe acquisition of Flowstar Technologies and Total Fluids Solutions, a 50-50 joint venture with Norway-based Ellycrack, AS and a merger with Houston, TX-based Strategic Sciences USA, Inc. By 2007, the company had expanded its oil and gas service and products, but still worked under the title and branding of Flowstar, an Edmonton, Alberta-based flow meter company. How We Told the Story In May 2007 our agency was brought in to leverage the unique capabilities and services of each division...

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Community. Well Served

We rebranded a community management company to reflect its professionalism and quality services. The project included a communications audit, messaging development, new logo, collateral materials, trade show design, community newsletter and a client event. The new brand brought greater recognition for CMA’s services. The Story CMA (RTI/Community Management Associates, Inc.), a fast-growing team of professionals providing services to residential and commercial communities and developers, approached us in 2003 about moving the company’s branding elements forward to reflect the quality service and professionalism is known for in the marketplace. How We Told the Story To accomplish this task, we worked with CMA leaders to create a comprehensive communications program aligned with the company’s business strategies and values. CMA President and CEO Judi Phares was instrumental in spearheading this initiative, engaging our team to conduct a communications audit to capture and...

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Why Is Steve Ballmer at CERAWeek?

We raised awareness about Microsoft’s presence in the oil and gas industry through increased media coverage and industry event attendance – by its CEO. The campaign was recognized with an IABC Bronze Quill Award of Excellence in media relations. The Story In 2003 Microsoft formed a vertical unit focused on the energy industry (oil, gas and retail petroleum), yet prior to CERAWeek 2005, few business reporters who cover the energy industry were aware of that. We thoroughly researched business media articles covering the oil and gas industry and found very little mention of information technology. We saw an opportunity to reach out to the media to educate them on the role IT and Microsoft play in the energy industry. How We Told the Story We began lobbying two years prior to our PR campaign for Microsoft CEO Steve Ballmer...

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