Strategies ® - Strategic Capabilities

	Client: Printable Through a targeted public relations program, Strategies PR established a new category of "printer-centric online suppliers" for the printing industry with Printable as the leader in this market segment. Within weeks the agency secured feature articles in top industry publications. As part of a full-scale campaign including advertising and direct mail, Strategies PR help to establish brand recognition for Printable, which translated into over 1,000 new customers in the first six months.
	Client: FutureResume.com A video segment on CBS gave great local coverage to the FutureResume.com message of ‘standing out from the crowd.’.
Client: Rainbow Technologies In a Manner of Speaking An often overlooked or ignored area of company promotion and credibility-building is the development of speaking opportunities at major seminars, trade shows and other events. Most firms, however, do not have the time or the expertise to seek out and secure these opportunities from the limited array available. When Rainbow selected Strategies as their agency, they made speaking opportunities a high priority. The only sure-fire method for success in speaking opps is knowing the potential opportunities, writing great abstracts that attract attention and relentless persistence in follow-up. This has been Strategies’ plan. With minimal time required from Rainbow executives, Strategies has ferreted out interesting stories and composed abstracts that have won the day. In two years, through Strategies’ efforts, Rainbow went from minimal speaking events to nearly 50 speaking appearances at top-tier events. In one classic story of contrast, prior to Strategies work with Rainbow the company had not spoken at their principal industry trade show, RSA, where competition for speaking slots is fierce. In the last four shows of Strategies’ tenure, Rainbow has occupied nine speaking slots at RSA.
Client: Emerson Process Management, Rosemount Analytical Following the Water In 2003, Strategies, the long-time agency for the Rosemount Analytical product line of Emerson Process Management, was tasked with helping the company boost both its internal and external awareness and focus on the water market, taking on some well established competitors. The agency’s first step was to help the company develop an internal program and theme that trained the sales force to go into any industrial marketplace and “Follow the Water,” thereby creating sales opportunities. This theme was supported in sales collateral, at the company sales meeting and in training programs. Externally, the agency realized that the well-known company needed only to build its reputation for expertise in the water market and the customers would start to pay attention. This was accomplished through a series of technical and application articles placed in the company’s four top technical journals and then reprinted for use by the sales force. To develop these articles, Strategies interviewed the product and technical staff to determine key trends and technology developments. This data was then turned into a series of article abstracts pitched against appropriate editorial calendar opportunities. In most cases, the articles were written by Strategies’ technical writers and only editing time was required from Emerson personnel. Topics included such subjects as measuring DO in aeration basins, long-life pH sensors, the value of training programs, free chlorine and monochloramine measurement and others. The result has been seven technical articles in less than one year in Emerson’s four top water journals — and an array of reprints to support Emerson salespeople as they follow the water.
Client: HireRight Bread and Butter Background Screening When HireRight selected Strategies as its PR agency, its VP of marketing had only had experience working with large international PR firms. She was a bit skeptical about the potential of a boutique agency, but liked the agency’s portfolio and was willing to give us a chance. We told HireRight that moving as they were from a relatively unknown position with big competitors and limited budget, nothing would serve them as well as elbow-grease — what we call “bread-and-butter” PR. Developing the angles and pitches and relentlessly seeking out opportunities. In short order, despite no experience in the marketplace, Strategies became the master of background screening story opportunities. The agency looked for every possible angle on which HireRight could comment. Airport screeners credentials were questioned in the news? HireRight had a comment. Healthcare workers came under scrutiny? HireRight had the expert spokesperson. How to hire international employees? HireRight had the answers. And HireRight statistics on every angle of screening and security checking of employees were used by the press across the nation. The company went from being virtually unknown to becoming one of the most sought-after industry commentators with stories appearing in BusinessWeek, Fox News, CIO, Industry Week, the Washington Post, San Jose Mercury News, Workforce, HR Magazine, Internet World and hundreds of others. And the VP of marketing went from skepticism to naming Strategies the best PR firm she ever worked with.