At CB&A, our fingers are on the pulse of the education, special needs and ed tech markets, allowing us to provide a complete portfolio of communication services that resonate with industry leaders.
A professional firm specializing in the federal E-rate funding program sought to establish itself as a national thought leader and leading voice for E-rate reform. To accomplish this goal, CB&A deployed a media relations campaign to secure coverage in education trade publications that reach school and district technology leaders, and advised on the company’s social media strategy to increase its presence.
The media relations outreach of the thought leadership initiative secured placement for the client in a number of national education trade outlets, and the social media strategy achieved a larger online following. This increased industry visibility enabled the client to play an influential role in the national E-rate reform debate.
To position the client as an expert on the E-rate program, CB&A developed and executed a number of strategies in the education marketplace. CB&A conducted a virtual media briefing, facilitated media interviews, scheduled media meetings, and distributed media communications on E-rate topics. In addition to these media relations tactics, CB&A provided content for the company’s social media channels and advised on growth strategies.
• Virtual media briefing attended by top-tier education trade media
• Contributed piece authored by client in a major outlet
• 12 media meetings with key reporters at education conferences
• Five feature stories directly related to the media briefing
• 23 general feature stories (average of nearly two per month), including prominent coverage in a national newspaper
• 300 additional Twitter followers in two weeks
• Media impressions totaling more than 20 million
Through CB&A’s expertise, the client raised its profile as a leading voice on E-rate reform in the education marketplace. Campaign initiatives, media coverage and social media were significant in enhancing the client’s visibility as an influential thought leader.
A client developing curricula to comply with Common Core State Standards sought to increase recognition of its learning platform among teachers, school district leaders and community members. The aim was to secure extensive coverage of educators’ personal stories in media outlets ranging from small-town newspapers to nationally recognized publications. These outlets were targeted to heighten the client’s visibility in key sales states.
To achieve news coverage on many platforms in differing geographic locations, C. Blohm & Associates (CB&A) constructed a media relations strategy that featured an educator’s personal story and point of view, leveraging the educator’s unique perspective to gain client recognition. This resulted in extensive client coverage in both local and national publications.
CB&A developed and executed a three-month media relations campaign designed to create interest in the lives of educators by distributing customized news releases to state and local media outlets. Each personalized news release featured the educator’s name, school district, quote and picture as a human-interest story angle to appeal to local education reporters.
Outreach to reporters, educators and administrators resulted in more than 50 article placements in a wide range of consumer media outlets across the nation. The secured coverage produced more than 1.5 million impressions, raising visibility of the client in targeted states.
Through a comprehensive media relations strategy, CB&A garnered coverage by using a tailored news outreach plan in key sales states. By sharing human-interest stories and increasing news coverage nationwide, the client gained the visibility necessary to support its sales initiatives.
Our client, a non-profit leader in education technology leadership, sought to enhance the visibility of their annual conference by harnessing the power of social media. The client specifically wanted to utilize Twitter to increase conference engagement amongst attendees, and to involve current and prospective members unable to attend.
In preparation for the last two conferences (2013 and 2014), C. Blohm & Associates (CB&A) constructed a social media plan for the event, and the weeks leading up to it. A CB&A team member then implemented the plan, including live-tweeting and engagement with attendees onsite during the conference. This plan resulted in a notable increase in followers, which was facilitated by an increase in tweets, retweets, mentions, favorites and link click-throughs prior to and throughout the conference. A variety of education technology enthusiasts and industry leaders, fitting the client’s target audience profile, participated in the conference conversation via Twitter.
CB&A recommended the client employ diverse strategies to heighten their marketplace visibility. A primary strategy was the use of an official conference hashtag, which sparked many connections and conversations around the event. Additionally, CB&A laid out a live-tweeting plan for use during conference sessions, expanding their value by making the information and experience accessible to a larger online audience. The plan included cross-promotion of other social media channels, retweeting and replying to attendees and conference participants, and incorporating captivating multimedia.
CB&A developed and implemented detailed social media plans for the conference two years in a row. Using 2013 experiences to create a bigger and better 2014 plan expanded engagement on Twitter, demonstrating the CB&A team’s dynamic ability to stay abreast of effective social media techniques. Just as Twitter feeds are constantly updated with new tweets, so do usage trends shift over time. By monitoring analytics and evolving social media trends, CB&A was able to refine the client’s strategy to yield significantly higher returns during the 2014 conference.
The client posted 361 tweets before and during the conference, with these results:
The official conference hashtag was used approximately 6,000 times before, during and after the conference, including 4,972 instances during the three days of the event. The client’s Twitter handle accounted for 461 of these tweets, the rest were sent by participants as part of a far-ranging conversation.
Compared to 2013, the 2014 conference strategy resulted in 154 more posts, 356 more retweets and 75 more follows. These increases demonstrate CB&A’s inclination to capitalize on learning opportunities in order to improve social media tactics from one year to the next.
CB&A enhanced the client’s industry visibility by using an effective and modern social media plan. The client realized measurable interaction between both current and prospective members and conference attendees, which contributed to the event’s success.