Today’s savvy digital media consumers wish to get news and information where, when and in the format of their choosing. There are literally thousands of online platforms, apps, channels, networks and formats. Knowing how to reach and engage specific stakeholder audiences is our specialty. We employ a smart digital framework to give our clients the most effective marketing and communications. Our approach works whether you are targeting consumers or are marketing for B2B. It groups the variables into four broad categories:
Owned Media Services
With Owned Media our clients publish their own content, online and off, giving them the ability to control their messages and build an engaging narrative. It supports direct communication with stakeholders. Our services include:
Writing is a core skill, and it’s at the centre of most everything we do as marketing and communications professionals. Our talented and experienced writers create compelling copy that aligns with audiences’ preferences while telling the client story. This includes web copy, blog posts, feature stories, op-eds, guest posts, thought leadership, video and audio scripts, advertising and marketing copy and more.
Video content dominates the Internet. It’s the most-widely consumed of all digital content formats because people find it entertaining, educational and persuasive all at the same time. Our team of seasoned video production experts provides a complete turn-key service from ideation to delivery. We produce affordable business videos for sales and marketing, conference and events, customer testimonials, explaining how-to and more. We produce live shows, animation, video blogs and news stories.
Audio Production (Podcasts)
There’s a reason there are more than half a million active podcasts available online. People love them. They love the ease, convenience and entertainment of listening to audio stories and interviews. Our podcast team scripts, records, produces and publishes audio content. This includes recording interviews, editing files, voicing scripts, mixing and final production of great shows.
Eighty per cent of marketers use visual assets as part of social media marketing because it’s engaging and effective in engaging audiences. Our team of content specialists include graphic designers, photographers, production artists, curators and more. Together they produce compelling infographics, memes, photographs, sharables, graphs and other data visualizations, visual quizzes & puzzles, cartoons and more.
The best digital content in the world won’t work if people can’t discover it. Optimizing digital content for search and discovery means using both copy and coding to ensure search engine bots can find, understand and categorize it. Our team is highly-skilled at on-page SEO. This means they use tags, meta information, links, images and other techniques to ensure our clients’ content is findable. The understand and maximise Google ranking factors and employ SEO marketing tools to analyse and optimize content for maximum performance.
Earned Media Services
Earned media is when other entities cover an organization’s news and information. This includes media professionals and influencers of every description such as analysts, bloggers, Instagrammers, YouTube Creators and more. It also can include other groups who, in the past, might have been seen as target audiences, but who now, thanks to social media, are also very influential in their own rights. This includes customers, employees, partners and stakeholder communities.
Gaining positive media coverage remains a powerful way to build brand recognition thanks to the credibility established. When a company is mentioned by a respected media outlet that is used by key target audiences, it has a greater impact than an ad, blog or Facebook update ever could. Our media mavens are highly skilled in building relationships between our clients and the media professionals who cover their industry or market. Our services include media strategy development, identification of target media, creation of news materials such as news releases, PSAs and advisories, media pitching, organizing and orchestrating media interviews, press tours, tradeshow support and news conferences.
The advice and research of technology industry analysts is often used by large enterprise-scale organizations to determine the best options when buying IT products and services. Top analysts have the power to make and break deals. That’s why it’s essential for tech companies not only to get on the radar of these power influencers, but to develop positive ongoing relationships. Our team has almost 20 years experience in assisting tech start ups and other early-stage companies to establish these crucial relationships. This includes positioning strategy, identification of appropriate analysts, creation of supporting materials such as presentations, fact sheets, backgrounders and more, arranging briefings and interviews, responding to analyts request and more.
Although media professionals remain a crucial influencer group, the term ‘influencer’ is now extended to include bloggers, YouTube Creators, Instagrammers, Facebook Live Stars, and more. We specialize in matching our clients with social media influencers who have an excellent fit. We use sophisticated tools to identify and evaluate influencers and work to build positive long-term relationships that benefit both the brand and the individual. Whether it’s an influencer ad campaign to build reach, awareness or sales or an ongoing program to establish a community and instigate positive reviews and testimonials, our team has the contacts and skills.
News breaks at lightening speed thanks to social media. It’s important for company executives, frontline employees and everyone in between to understand when and how to share company stories. With one-on-one coaching or group workshops it’s important to bring keep people up to speed. Our training approach is casual and practical, and tailored to suit specific needs. It includes a situation analysis where we determined the risk and success factors, message development, Q&A development, teaching media fundamentals and interview techniques, practice on-camera interviews and expert evaluation.
Negative media coverage? Getting flamed on social? This can be quickly turned around. Our experienced team has helped clients face scandals, mistakes, lawsuits, disgruntled employees and investors. The key to success lies in advance preparation along with quick response. Our services include risk and situation analysis, strategy development, crisis management planning and testing, crisis materials preparation, communications program managment, post campaign assessment.
Online Reputation Management
People are talking about companies and brands in social media and are leaving reviews on Trip Advisor, Amazon, Google Reviews, Yelp and many others. Hopefully the chatter and feedback is always positive. But sometimes it can be critical and negative, and these testimonials have tremendous influence on the people who see them. Our job is to monitor the online world to identify client brand mentions. We provide an analysis of risks and opportunities, devise search strategies to augment positive mentions, find ways to have negative mentions removed when possible, and we create outreach and remediation programs and strategies.
Only 13 per cent of people are engaged at work and more than quarter are so disengaged they are likely to spread negativity. Is this what your workforce looks like? Luckily digital and social media, when used right, can improve employee communications, build engagement and also trust and loyalty. We’ve helped clients of all shapes and sizes on culture change, training, recruitment and retention.
Shared Media Services
Also known as social media, here other entities, such as clients, partners and sponsors, share an organization’s information, messages and content in their own social and digital channels.
It doesn’t matter how big or small an organization is, or if it’s public, private or not-for-profit, each one has a range of stakeholder communities that it depends upon for success. Whether it’s employees, investors, customers, partners or any other group, effective communication is the key to strong relationships. Our clients tap the full potential of digital and social media to build trust by communicating when, how and where people want to engage. Our services include social media strategy development along with search engine marketing strategy, content marketing strategy, partner & alliance strategies, advocacy strategies, recruitment and employee engagement strategies.
Our team of qualified, certified and experienced social media experts are digitally native plus they have the marketing and communications background needed to deliver smart, strategic solutions. Our team is expert, experienced and often certified on the following social media platforms: Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest and SnapChat. Each platform is unique its form, function and features and our team leverages them all. Our services include community management, channel management, content marketing, monitoring and analysis and more.
Content marketing, or in-bound marketing, is about guiding customers through the buying process using engaging storytelling, social media and other networks and channels. The key is to distribute content in the right channels at the right time in the customer journey to drive sales. This means text, videos, graphics and visuals, audio, apps and more. No matter the format or platform, great content marketing is about telling a good story well. Our services include strategy development, content development, persona development, content SEO and more.
Social Media Training
Saying that social media is a dynamic understates the pace of innovation. Trends, platforms, features and functions change daily and keeping on top of this is challenging. Our social media training services are designed to get client teams up to speed quickly and keep them at the top of their games. The team’s instructors are certified, current and experienced. Our curriculums are based on the standards set by the industry. They are informed by Facebook, Twitter and Hootsuite’s own online academies. Social media courses are designed for groups of five to 20 and are designed for a range of participants, from beginner to expert implementer. Click here for more information about our social media courses.
Paid Media Services
Once upon a time PR and advertising were like the church and state of communications…they were entirely separate. This is no longer true. The best communications campaigns almost always include paid media tactics to reach and engage audiences.
Social Media Ads
Our experienced social media team has been using pay-per-click (PPC) and social media ads to augement communications programs for the last 12 years. Often a modest spend will give our clients’ content the prominence and reach required to garner huge organic engagement. We call it the ‘Springboard Effect’. We are experts in using Facebook ads, Twitter ads, LinkedIn Ads, Google Ads and native advertising platforms such as Outbrain, etc. Our services include advertising strategy development, ad development such as copywriting, image planning, A/B testing. We provide daily monitoring, managing and optimization, and can provide daily, weekly or monthly reports. As a Facebook PRO partner we have access to advanced support, tools and resources to help accelerate our clients’ success across all Facebook platforms.
Incentive Marketing (Influencers Marketing)
Incentive marketing is a powerful paid media strategy that leverages motivation to spur support and activity among partners and influencers. This includes building long-term and beneficial relationships with affiliates, influencers and partners. Campaigns can include a wide range of activities….anything from sponsored posts and reviews to participation in events, trips, campaigns and more. Our team identifies and recruits partners based on fit and negotiates deals on behalf of clients. We handle contracts, arrange payments, monitor participation and evaluate progess.