Rosin Preservation totally gets the modern age of public relations, and the awesome results keep rolling in: extensive media coverage, several awards, increased online traffic and robust lead generation.
Five years ago, promotions efforts meant emailing a press release. Now mastering integrated digital marketing also is a must.
Some of Rosin Preservation’s PR successes stemmed from the tried-and-true press release. But they probably reached the next level because the firm’s digital engine was running at full speed, all of its parts working like they should.
Sure, we already discussed websites last week. But we can’t stress enough how important it is to have an above-average website for promotions efforts. The first thing a potential customer or member of the media is going to do is Google your business.
An effective website spotlights a company’s benefits — not simply its features. We designed Rosin Preservation’s website with a focus on an interactive map of projects they have managed across the country. These case studies vividly illustrate the value of the firm’s expertise. Since the site update, monthly average pageviews have tripled.
Rosin Preservation already had a substantial following on Facebook, so we developed a strategic plan to maximize the value of that platform and added Instagram to the mix. Before-and-after images of redeveloped properties on #TransformationTuesday—we double the impact by utilizing both channels—show the powerful results of the historic tax credit process that our client guides its clients through.
Social media is great for engaging with your audience, but it has major limitations: algorithms that users cannot control (only a small percentage of a company’s followers will see your posts) and longevity (tweets have an average shelf life of just 14 minutes).
Furthermore, not all clients will engage with every branch of your company’s outreach. But—and this is important!—everyone uses email.
Rosin Preservation already had a digital newsletter, but MAD Creative redesigned its look and content with the specific intention of client education, value promotion and increasing web traffic.
Next week we're on holiday, but we'll kick off 2017 by wrapping up our case study with a two-part promotions plan that combines print and digital marketing.