A family-run company wanted to make the diverse range of its premium brand better known. The company did not have its own PR department. The communications expert was commissioned as interim manager to develop a concept for traditional media relations in coordination with marketing and sales. Content marketing was also to be optimized. The primary objectives were to increase awareness and familiarity with the brand and products, position the brand as a premium brand and achieve product trust and preference.
In a first step, the interim manager created the content requirements for the media work with a cross-departmental workshop. Together with the teams, he worked out the brand positioning, identified strategic product segments and developed relevant topics for communication. Processes, responsibilities and interfaces were also defined.
Brand presentation with service-oriented and beneficial storytelling
Building on this, the communications expert developed a dual approach for media work and content marketing for the strategy: the brand was to be placed in a service-oriented and beneficial topic environment. At the same time, the technological aspects of individual products and their benefits for customers had to be emphasized. The interim manager planned the necessary workflows: from information procurement in development, marketing and sales to the editorial process, approval loops and monitoring. He was also involved in creating planning documents such as an editorial calendar.
Building an extensive network for communication via bloggers and influencers
The communications expert was responsible for the media-friendly preparation of topics for the company's analog and digital channels. One focus was on addressing the media, bloggers and influencers. To this end, the expert built up an extensive network, acted as a contact for media, bloggers and influencers, developed forms of cooperation and set up a communication controlling system to measure the effectiveness of the measures.
Owned media and visibility in shared media as the basis for maximum reach
The strategic approach of marketing topics and individual measures on owned digital platforms in combination with a strong PR lever proved to be successful. The development of owned media and visibility in shared media meant that the product benefits could be successfully communicated in analog and digital media.
The PR campaign was also characterized by an efficient use of resources that achieved maximum reach and attention.
