Case Studies
Public Relations and Marketing Synergies
The power of integrated communications is often overlooked or underestimated. It shouldn't be, as Amendola Communications demonstrated when Medicity retained Amendola Communications to reposition the healthcare IT firm as the leading health information exchange (HIE) solution provider.
Competitive Analysis
Before developing the client's PR communication strategies, Amendola Communications's cross-functional communications teams analyzed the competitive landscape and the company's differentiators, strengths and vulnerabilities. This analysis, combined with our ongoing industry research, allowed us to determine the strategic framework and tactics that would best achieve the client's goal for HIE market dominance.
Messaging Platform
We started by developing the core messaging, which provided the foundation for all external communications including public relations, marketing, and sales initiatives, as well as employee and other internal communications. We then created memorable visual branding that aligned with and reinforced the messaging. This synergistic "one-two punch" helped elevate Medicity above the competition in a very noisy, rapidly evolving market segment.
Branding and Website Development
Amendola Communications's marketing experts determined Medicity would most benefit from a brand refresh, which included a new company tagline and website copy and design that better reflected the company's new messaging and HIE expertise. Our dedicated team delivered the redesign and creative content within a tight three-week timeframe to meet the client's deadline.
Healthcare IT Public Relations
In parallel, Amendola Communications's healthcare PR team incorporated the new messaging into press releases, bylined articles and cases studies. In addition to securing consistent, positive media coverage for Medicity, Amendola Communications proactively scheduled media interviews to communicate the company's competitive positioning, client wins and industry insights. We also secured speaking opportunities at high-profile conferences for company executives, establishing them as thought leaders while increasing the client's influence and brand recognition within the industry.
Social Media Savvy
Amendola Communications's social media department utilized its proprietary, customizable social media boot camp program to transform Medicity executives into savvy social media savants. The company now strategically leverages their corporate blog as well as Facebook, Twitter, LinkedIn and YouTube to harness the power of social media.
Bottom-line Results:
Amendola Communications's synergistic PR, marketing and social media campaigns have been a resounding success. The messaging, brand refresh, website design, social media outreach and ongoing PR initiatives have continued to expand Medicity's industry leadership, brand awareness and market penetration.
In the first year of Amendola Communications's integrated communications program, Medicity's revenue grew 81% followed the next year by a 91% jump in sales bookings. This exponential market growth, combined with widespread industry recognition, resulted in the company's acquisition by Aetna for $500 million, a valuation that surpassed the company's expectations.
Recognizing the vital role that Amendola Communications has played in the company's success, we continue to help drive their expansion today.
Public Relations and Messaging Strategy Pays Off
When Awarepoint, a leading real-time location system (RTLS) provider, was in the midst of an acquisition, they engaged Amendola Communications to develop new messaging, brand positioning and subsequent public relations outreach. The timeline was tight, so our PR and marketing teams had to move fast.
Market Positioning and Messaging
Our communications team rapidly developed a comprehensive action plan with new market positioning, a comprehensive messaging platform, tagline options, and letters and email content for internal and external communications. The plan also included a detailed timeline for the roll out of the new messaging, as well as specific communications to employees, customers, prospects and partners - all delivered within a few days.
Healthcare IT Public Relations
In addition, Amendola Communications's PR team developed a hard-hitting press release that incorporated the new messaging and created widespread industry buzz about the acquisition in part by implementing a strategy that provided key social and traditional media outlets with an early look at the news so they had time to access the resources and information they needed to tell the complete story rather than just running the press release.
The PR team also developed a multi-faceted media outreach campaign to ensure coverage in the national trade press and local media. We proactively scheduled media and industry analyst interviews to discuss the value of the newly combined company, growth prospects, the value of RTLS leadership and to convey the new positioning and key messaging/talking points.
Today, Awarepoint's ongoing PR program encompasses bylined articles, end-user case study articles, creating media interview opportunities, blog commenting, securing speaking opportunities at key tradeshows and conferences, and participating in industry awards and rankings.
Social Media Savvy
Our social media team developed a comprehensive strategy to ensure that all social media outlets are used harmoniously to achieve maximum exposure on an ongoing basis to continuously enhance Awarepoint's market presence. The program is a full-service campaign that includes management of a corporate blog, Twitter, Facebook, LinkedIn and YouTube.
Bottom-line Results
Amendola Communications's integrated PR, marketing and social media campaigns have catapulted Awarepoint to new levels of success. The comprehensive, ongoing PR and social media outreach initiatives continue to enhance the company's brand awareness and market penetration.
In the first half of 2011, Awarepoint experienced unprecedented growth, more than doubling the previous year's sales. Additionally, the client was one of the few companies that secured major investment funding in an extremely difficult venture capital market. Supported by Amendola Communications strategic counsel and PR communication strategies, the client continues its market expansion trajectory.
Public Relations Crisis Management Experts
In our line of business, every morning holds the threat of an unexpected public relations crisis. Our experienced PR team is always just moments away from crisis-readiness so our clients have the peace-of-mind that accompanies knowing that we can prepare them to address unwelcome developments should the need arise.
NightHawk Radiology Services (Nasdaq: NHWK), the leading provider of radiology solutions to radiology groups across the United States, was caught in the crosshairs when a vocal group of radiologists waged war on its business practices, claiming that the company was a mega-power poised to consume or decimate all others in its path. The CEO turned to Amendola Communications to quickly respond to the market outcry, as well as to manage an aggressive PR and social media campaign to "set the record straight" and get the facts out so the misleading information being circulated would not impact NightHawk's long-term business objectives.
Rapid Response Team
After receiving a thorough briefing from the client, Amendola Communications "rapid response team" quickly developed an integrated marketing and communications plan, detailing the roll out of NightHawk's long-standing and unwavering commitment against competing with radiology groups, including those groups and imaging centers that had attacked the company. The plan outlined internal and external communications, social media, video, webinars, client testimonials and other communication strategies to reinforce the company's positioning.
Big Picture Strategies
Not leaving anything to chance, Amendola Communications also prepared a follow-up campaign to capitalize on the positive momentum and to further differentiate NightHawk as a leader and innovator, ushering in and setting a bold new standard for quality.
Resounding Results
Our nimble, immediate, responsive integrated marketing and communications outreach truly created "lemonade." Not only did it diffuse a potentially devastating situation, it actually helped solidify the company's "brand" as being quality driven and committed to fair business practices. As a result of the campaign, once fierce enemies became ardent allies working together to improve the overall quality of patient care and NightHawk's reputation was ultimately burnished rather than tarnished by what could have been a devastating (and unjustified) attack.
Several months after launching and executing our comprehensive marketing and PR campaigns, Nighthawk was acquired by a vRad, a former major competitor, eager to capitalize on our client's new image. Although vRad was already working with a PR agency, the company recognized Amendola Communications successful track record, our deep industry knowledge, and the value we could offer and retained us as part of their team to help ensure continued market growth. We collaborated with vRad on new social media strategies to meet its specific goals for Twitter, Facebook and for launching and maintaining a corporate blog and continued our aggressive PR campaign.
As our clients quickly learn, we deliver consistently high-quality services - and outstanding results. Today, we successfully manage vRad's comprehensive PR program, including proactive media relations and industry analyst relations, thought leader pieces and case studies, as well as comprehensive social media programs including daily management of its Twitter, Facebook, LinkedIn, and YouTube accounts and its corporate blog.
Raising the Standards
Whether you're launching a new product or service for physician practices, hospitals or other healthcare organizations, or supply the essential technology underpinnings that sit behind the scenes of a bigger solution to address healthcare industry challenges, Amendola Communications' marketing and public relations teams will bring your company brand to the forefront of the healthcare industry.
Several years ago, Amendola Communications was contacted by the National Council for Prescription Drug Programs (NCPDP), a well-established, not-for-profit standards development organization for the pharmacy industry. The organization has created industry standards that improve care quality and efficiencies for nearly three decades, yet most of the healthcare industry was not familiar with the organization and its many accomplishments. To drive market awareness, Amendola Communications implemented comprehensive marketing, public relations and social media campaigns to move this healthcare thought leader out of the shadows and into the spotlight.
Thought Leadership: Counsel and Strategies
Although well known within its traditional pharmacy membership base, NCPDP wanted to extend its reach into the broader healthcare information technology arena and to gain broader awareness about its efforts to promote patient safety. The organization's not-for-profit status posed challenges, but Amendola Communications was able to navigate the intricacies of charting a course toward greater industry leadership while maintaining the client's well-deserved reputation for a balanced, "Switzerland-like" approach designed to promote unbiased decision-making processes and positions.
Amendola Communications extensive program of media interviews, bylined articles, and social media training and planning has increased awareness about the organization and also supports membership expansion. As a key participant within NCPDP's marketing team, Amendola Communications provides ongoing strategic counsel and tactical execution for continued market expansion.
Amendola Communications has also worked on new messaging and programs to showcase NCPDP's previously unheralded leadership role in helping the pharmacy industry successfully tackle major industry and patient safety issues. Amendola Communications developed a program to reach out directly to consumers for the first time, including a series of patient safety "miscrosites" on topics such as acetaminophen safety that will support the new branding and will provide multiple additional benefits such as generating visibility and good will among key government agencies, impressive SEO gains, and visibility and support among key stakeholders and potential corporate members. This integrated approach elevates NCPDP's visibility and ensures that the organization will continue to be viewed as a key "go-to" leader with a proven track record for promoting industry-wide collaboration and consensus building that leads to the adoption of standards.
Expanded Recognition
We work closely and collaboratively with NCPDP to bring a continuous stream of fresh ideas and creative approaches to maximize PR and marketing synergies - providing the fuel for steadily increasing market share and membership. Now recognized well beyond its previously narrow pharmacy niche, NCPDP has become a highly respected go-to-forum for patient safety issues.
Connecting PR to Results
When CIGNA HealthCare and Aetna both announced plans to offer RelayHealth's secure online messaging solution including reimbursable webVisit© consultations to their members, Amendola Communications' successful positioning of this payer partnership as groundbreaking news led to massive national publicity for RelayHealth, McKesson Corp.'s connectivity business.
This national spotlight led RelayHealth to engage Amendola Communications to build upon this success to create and launch a webVisit PR campaign to generate "buzz" among consumers, physicians, hospitals, financial and healthcare industry analysts, and other key stakeholders and influencers. In addition to building consumer awareness and demand, the program included driving physician participation, which would ultimately encourage Aetna and Cigna members to use the service. Amendola Communications developed a program that strategically leveraged national, regional and local mainstream, business and trade media.
webVisit PR Outreach Campaign
The Amendola Communications team launched a four-month campaign to promote RelayHealth's webVisit to specific geographic target markets that included California, Connecticut, Florida, Georgia, Kansas, Ohio, New York, New Jersey, Oklahoma, Michigan, North Carolina, Pennsylvania, Texas and Washington.
- The coast-to-coast campaign included:
- 1-on-1 screening of registered physicians and patients to confirm references,
- Proactive pitching and interview scheduling,
- Media coaching for physician and executives interviews,
- Proactive education about RelayHealth's messaging solutions to the media, and
- Coverage tracking and measurement.
Because of Amendola Communications' extensive healthcare experience with both local and national media, Dermacare Laser and Skincare Clinics turned to us to help brand the company and recruit physicians nationally to join their franchise. Dermacare's value proposition was simple: primary care physicians and other specialists are struggling with insurance reimbursement and non-compliant patients. Dermacare offered a separate, all-cash business opportunity that made people look and feel better.
Dermacare had worked in the past with several PR agencies that failed to deliver results; however, the management team knew that Amendola Communications understanding of the physician marketplace would make a difference -- and it did.
Amendola Communications experienced PR professionals immediately developed a strategic and tactical national, business-to-business program to increase awareness about Dermacare across the U.S. Program components included:
- Ongoing press releases announcing corporate initiatives;
- Case study articles demonstrating success;
- Ongoing media interviews with physician trade and national consumer media;
- Road shows promoted through local medical societies and other email campaigns to specialty physicians;
- National speaking engagements for Dermacare's corporate medical director; and
- PR opportunities in daily, weekly and monthly media outlets in Dermacare's local markets.
- Clinic expansion
- PR and marketing initiatives helped increase the number of franchises from 11 to 27, and 110 additional clinics were contracted to open.
- Top media coverage
- Front page of the The New York Times (with photo)
- The Wall Street Journal: 3 times within 2 months
- Lead generation
- Average leads per week: 20 to 30
- The New York Times article resulted in 350 qualified leads
Fast results needed: Comprehensive PR & Social Media programs to the rescue
With less than three months before its annual conference, Health 2.0 realized they needed outside assistance to help boost event attendance.
Their Solution: Call Amendola Communications to get the job done.
AC's Mission: Increase conference attendance to 1200 during a down economy or at least ensure that it equaled the previous year's 1,000 attendees.
AC in Action: The Amendola Communications team sprang into action and began spreading the word about Health 2.0's role in setting the stage for industry transformation. We immediately created buzz through strategic social media initiatives, comprehensive public relations outreach, aligning with industry partners, and other effective approaches that could be implemented quickly.
The PR program involved collaborating with The Office of the National Coordinator for Health Information Technology (ONC) to promote Developer Challenges that offered cash for innovative medical applications, and plugging the robust speaker lineup and innovative and exciting demonstrations. Additionally, we arranged bylined article opportunities, secured media interviews and publicized the Media Roundtable featuring Todd Park, the Chief Technology Officer at the U.S. Department of Health and Human Services.
On the social media front, Amendola Communications created and implemented a Twitter contest that boosted awareness about the conference, managed weekly interactive tweet chats that attracted high participation from key industry stakeholders, generated numerous blog commentary opportunities and recommended a strategy for leveraging LinkedIn groups to promote the conference.
Additionally, Amendola Communications was instrumental in forging cross-promotional alliances for Health 2.0 by facilitating introductions to key industry players.
Exceeding Expectations:
- 20-day Health 2.0 retweet contest amassed 800+ retweets.
- Amendola Communications highly targeted Twitter campaign added 20 new followers daily.
- 145 new Facebook "likes" in 2 months.
- The number of Health 2.0's LinkedIn group members soared by nearly 1,000 in 2 months.
- In less than three months garnered 1,566 attendees leapfrogging over the ambitious goal of a 20% increase from 2010 to an impressive 50% gain in attendees.
Amendola Communications is widely known for its extensive expertise in healthcare information technology (HIT) public relations and strong national and local media and industry analyst relationships. After learning about our credentials, WPC called on Amendola Communications to help them expand their business.
A subsidiary of Washington Publishing Company, WPC Services, a full-service healthcare technology and business process consulting organization and the exclusive publisher of HIPAA implementation guides and code sets, understood that Amendola Communications industry knowledge and HIT PR specialization made the agency the ideal partner to promote WPC's entry into the highly competitive HIT marketplace. The company's priority was to generate awareness for its market segment experts in: revenue cycle management; application development; integration and interoperability; data analysis, trending and reporting; HIPAA 5010 compliance and readiness; ICD-10 readiness assessment and attestation; HIT training; electronic medical records adoption; health information exchange; payment reform; Accountable Care Organization qualifications; and more.
Amendola Communications experienced professionals developed a thought-leadership focused PR program to differentiate WPC Services from the competition. Our goal was to create a respected brand identity and generate ongoing awareness and coverage for the company across print and e- healthcare IT media outlets. Through the perfect combination of press releases, media interviews, by-lined articles and speaking opportunities, we have successfully positioned WPC Services as the "go-to" knowledge leader in its growing market niche.
The Results Speak for Themselves:
- Gained high visibility in company's market categories;
- Sparked extensive ongoing media coverage aligned with WPC Services experts' specialty areas;
- Established WPC's CEO, Services President and other executives as industry thought leaders on current HIT trends and developments;
- Generated interest in the company from potential clients and strategic partners; and
- Accelerated the sales cycle.
Scalable Services
To stand out from other healthcare IT consulting companies, First Choice Professionals (FCP) retained Amendola Communications to develop and manage its social media presence on Twitter, Facebook, LinkedIn, YouTube, and corporate blog platforms.
A to Z Social Media
From the beginning, Amendola Communications social media team developed FCP's robust social media activities to cost-effectively maximize the client's resources while keeping it ahead of the social media curve. We conceptualized the look and feel of FCP's corporate blog to align with the company's branding and worked with programmers and graphic designers to bring the vision to life. We utilized search engine optimization (SEO) techniques to ensure FCP appears at the top of search engines' results. We also crafted thought leadership articles and leveraged other materials to support social media cross-platform promotion and synergies that increase brand awareness and generate sales leads.
Support Expansion
Amendola Communications supported FCP's expansion into the federal health IT market by incorporating information about the U.S. Department of Defense and the U.S Department of Veterans Affairs healthcare initiatives into their corporate blog, tweets, and Facebook posts.
We also helped invigorate the company's efforts to recognize and retain employees and recruit top talent, including key industry consultants, another top corporate priority.
Amendola Communications created a process that showcases employee contributions on the corporate blog and developed an ongoing campaign to recruit new HIT consultants through a custom Twitter hashtags, posts on strategic LinkedIn groups, guest blogs, and recruitment campaigns at tradeshows.
Multimedia Integration
Because of the popularity of YouTube and the desire to reach audiences through a variety of channels, Amendola Communications created video blogs showcasing FCP thought leaders. Our social media strategists traveled far and wide to interview executives, and film, edit and post their videos on YouTube.
Engage Employees
Before unveiling FCP's social media presence, Amendola Communications helped engage executives and consultants in the company's social media efforts and led them through "how-to" sessions on writing blogs, tweets, and participating in LinkedIn groups. FCP employees and remote consultants were encouraged and trained to use their personal accounts to amplify the company's social media initiatives.
Results
In less than a year, FCP's Twitter account organically grew to nearly 800 followers. FCP's Twitter presence has even motivated journalists reach out to them for industry commentary. In its first nine months, the corporate blog, which Amendola Communications updates at least three times a week, logged 28,000 visitors. These stellar results led FCP to engage us to redesign its website.
When emergency department information system (EDIS) provider T-System, Inc. sought an agency of record, its company executives understood that not just any PR firm would do. T-System needed a strong B2B integrated marketing and PR strategy that would appeal to its audience of hospital executives, physician and nurse decision-makers, trade association members and influential government regulators.
"T-System selected Amendola Communications because they grasp important industry nuances," said T-System Director of Marketing Corinne Tso. "Amendola is already up to speed with healthcare terminology, initiatives and trends. We can simply explain what we offer, and they understand how to position it in such a way that not only reaches our key stakeholders but engages them."
After conducting in-depth interviews to understand T-System's unique differentiators, challenges and marketplace opportunities, Amendola Communications seasoned PR team quickly began generating media placements in widely read HIT publications. Amendola Communications continues to leverage a continuous stream of podcast interviews, face- to-face interviews with reporters at tradeshows, industry analyst meetings, thought leadership articles, bylined case studies, and awards and high-profile speaking opportunities for T-System executives and client champions. Amendola Communications has obtained coverage for T-System in such publications as Modern Healthcare, Health Data Management, the popular HIStalk blog, Healthcare IT News, Becker's Hospital Review, the Journal of Healthcare Information Management (JHIM), HFMA's Revenue Cycle Forum, CMIO magazine and more. Amendola Communications has also helped secure T-System speaking engagements at national HIMSS events and conferences.
But the numbers speak for themselves. Over a period of nine months, the press releases Amendola Communications wrote for T-System resulted in more than 1,500 web clips and 41,500 public views - an ad value of approximately $121,000. In addition, Amendola Communications laid the foundation for T-System's social media strategy, and the company now boasts more than 500 Twitter followers and 300 Facebook fans. Combined with the aforementioned media placements, T-System has far more than doubled its PR investment.
"Reporters now look to T-System as a resource for stories relating to our areas of expertise. Clients are happy that they are receiving positive media coverage. And T-System is now attached to just about every important conversation regarding emergency departments. There is simply no way to quantify this kind of value. We could not have achieved these things in such a short period of time without a specialty firm like Amendola."
Overview
When Amendola Communications started working with Monogram, the company was an
obscure entity that lacked a corporate or brand identity largely because it was doing business
under multiple names: Monogram Design Builders (single-family homes) and Monogram
Development Services (land acquisition and development). Further complicating market
positioning and branding was Monogram's focus on single-family residential infill development,
a market niche that was little understood by the media and potential customers, while also
planning to create "boutique" high-end neighborhood developments and custom homes.
Public Relations
To eliminate confusion in the marketplace and support Monogram's expansion and
diversification, Amendola Communications worked to create an "umbrella" name, Monogram Companies, and brand
attributes that could incorporate current and future activities.
As part of a comprehensive public relations campaign, Amendola Communications unveiled the new name and began educating the media and public about the benefits and challenges of single-family
home infill development, which is generally associated with multiple-dwelling and mixed-use
urban developments. We placed numerous articles; successfully positioned Monogram Partner
Don Allison as an industry leader and visionary; and generated positive coverage across the U.S.
and Canada - which we determined would be fertile ground for potential homebuyers for
Monogram's "marquee" projects. Those developments included Turquesa Equestrian Estates, a
one-of-a-kind, custom luxury home community in Scottsdale, Arizona, that offered a state-of-
the-art equestrian facility for residents.
We also spearheaded and managed low-cost, but high-impact/visibility "good corporate
citizen" initiatives such as a partnership with local schools and the zoo that generated good will
for the company among potential home buyers and opened opportunities for coverage in
media vehicles with desirable demographics that have great credibility, but don't cover general
news such as school and housing community newsletters.
Bottom-line Results:
- Monogram enjoyed widespread coverage for all of its projects and for its commitment to local education, environmental stewardship and safety.
- Amendola Communications created widespread interest in single-family home infill development and positioned Don Allison as a local and national expert in this area. Reporters began calling AC seeking information, opinions, commentary, data and predictions on this trend. This also provided opportunities to secure additional coverage that showcased other Monogram offerings and to position company executives as experts on a wide-variety of residential construction-related trends.
- Amendola Communications was able to identify unique characteristics and/or features in every Monogram development - from the most affordable to the high-end market -- and to think out-of- the-box to secure endorsements that generated widespread coverage in a very noisy market and elevated Monogram and its brand above the competition. For example, AC enlisted the enthusiastic support of the Deputy Fire Chief in Mesa who commended Monogram's decision to install sprinklers and other fire-safety construction features above code requirements as standard features in a local development. We convinced a reclusive artist to help promote a development that featured several of his pieces, which attracted the arts community and opened up desirable media coverage opportunities. These creative approaches not only garnered extensive positive media coverage, but we were able to leverage these "door openers" to create ongoing media interest in Monogram, which generated a steady stream of inquiries from potential buyers.
- Amendola Communications placed numerous articles that highlighted how Monogram works closely with neighboring residents to ensure that a planned development would be an asset and wouldn't have a negative impact. By counteracting prevailing negative perceptions about the "steamroller" tactics of many developers, Monogram was viewed as being open, transparent, and proactive in identifying and responding to neighbors' concerns. In some cases, this enabled the company to develop land where other developers had been unsuccessful because of community opposition.
Overview
Calvis Wyant Luxury Homes wanted to establish an updated brand/image and to be perceived
as the builder-of-choice for high-end homes in the Valley's best and most desirable locations.
To make Calvis Wyant's vision a reality, Amendola Communications positioned partners
Tony Calvis and Gary Wyant and top members of their management team as the leading
visionaries in the luxury home market.
Integrated PR and Marketing Program
Amendola Communications implemented a multi-faceted, aggressive public relations campaign to generate comprehensive coverage in key media outlets about the company, its luxury homes, innovative
features, satisfied customers, national and local real estate industry trends, awards, and
impressive knowledgeable staff from management to those in the field.
Amendola Communications also developed a "showcase" coffee-table style corporate brochure and a direct mail
campaign to support the brand and generate leads for Calvis Wyant.
Bottom-line Results
Calvis Wyant became the "go-to" source for reporters/editors covering news and stories about
the luxury residential market. Amendola Communications generated ongoing media exposure through press releases, strategic pitching, and by closely tracking industry trends and translating this data into
customized story ideas targeting specific reporters. Amendola Communications also managed an awards program to
reinforce the company's positioning as the premier luxury home builder and leveraged the
awards to generate additional media and direct mail opportunities as well as to attract the
most desirable employees. Amendola Communications further increased Calvis Wyant's profile in the Valley by
disseminating information about its active role as a good corporate citizen.
The combination of constant publicity and effective direct mail attracted so many potential
buyers that the company shattered all records for homes under construction: Calvis Wyant was
so busy that it was at capacity and had to turn away business rather than jeopardize the brand
recognition that the integrated PR and marketing program had created based on the company's
well-deserved reputation for delivering the highest quality and value in the luxury residential
market.
Start-Up Success: One-Man Show Becomes Nationwide Leader
In 1998, Jim Riggs launched Shea Commercial to address the needs of small and medium-sized businesses that wanted to reap the benefits of owning their own offices instead of paying rent each month. Riggs developed the concept of office condos, fulfilling an untapped market niche. His business grew rapidly but Riggs, a true visionary, realized that beyond an innovative concept, his company needed brand recognition, an ongoing market presence and positioning assistance as the company entered new markets.
To make the leap from start-up to market leader, he leveraged the real estate marketing and public relations expertise of Amendola Communications. Amendola Communications mapped out a strategic and tactical plan to effectively promote the new market category, which included positioning Shea Commercial not only as the market leader but also as a stable partner that provides high quality, reliable and dependable products and services.
The Process
Amendola Communications immediately created an integrated marketing communications, advertising and PR campaign to position the company as the nation's leading provider of office condos.
We aggressively secured media coverage in the Phoenix, Dallas and Las Vegas markets and others as Shea expanded into news regions.
The Amendola Communications PR team created comprehensive local, regional and national campaigns aligned with the company's strategic expansion plan. The campaigns, which increased brand awareness, industry "buzz" and market share for Shea Commercial, included:
- Proactive media relations and interviews with top-tier trade, business and consumer media outlets on a regular basis;
- Frequent press releases disseminated and placed locally and nationally designed to maintain the company's top-of-mind visibility;
- By-lined articles and columns strategically placed in national and local venues to position Shea executives as leaders in their space;
- Compelling advertising campaigns in multiple cities to market new Shea development projects;
- Proactive identification of national and local award opportunities and promotion of company wins;
- Website development that showcased new brand, increased web traffic and business leads, and;
- Corporate branding and design of comprehensive marketing collateral materials and advertising that reflected Shea Commercial's vision, as well as their past accomplishments to support future growth objectives, further strengthening Shea Commercial's image and market leadership position.
For more information on our public relations and marketing services, contact us today.
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