Case Study

Measured Progress

Public Relations Campaign to Announce Merger

Goals

Measured Progress, a leading organization in standards-based assessment, joined forces with continuous improvement company, AdvancED. CB&A coordinated a public relations strategy to announce the merger and secure widespread media coverage that discussed what the merger meant for the two companies and its impact on the education industry.

  • Strategic Planning
  • Brand Messaging
  • Media Training
  • Media Relations
  • Social Media
  • Measurement & Evaluation

Strategy

  • Develop public relations strategy for merger announcement
  • Align marketing efforts between the two companies
  • Outline merger talking points to inform media interviews
  • Conduct embargoed outreach to key media targets
  • Distribute merger announcement to trade and local outlets
  • Create social media content to support merger announcement
  • Facilitate media interviews to inform positive feature coverage

Results

CB&A leveraged its strong industry relationships to secure widespread education trade and consumer media coverage of the merger announcement, including 19 feature articles in outlets such as Ed Week Market-Brief and T.H.E. Journal totaling 41 million impressions.

41

Campaign Reach

100

Positive Coverage Sentiment

3

Media Interviews

19

Earned Media Placements

“CB&A jumped in quickly to help us with a special project. They were rock solid—from insightful strategy to nuanced content and sensitive communication with a new team. As a result, our news received extensive coverage in the right places, focused on the right messages.”

– Judith Rubenstein, Senior Marketing Manager – Large-Scale, Measured Progress