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
RECOGNITION
2019 PRSA Alchemy Award
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.”
