Category Archive for: Strategy

healthcare coverage

Healthcare Coverage Open Enrollment Season: 5 Areas of Opportunity for Engaging Millennials

With open enrollment for healthcare coverage encroaching on November 1, we’re offering a three-part series on best practices for engaging millennials – the nation’s largest living generation. Health insurers looking to reach millennials must address their privacy concerns, grant easy access to information across a variety of relevant formats, and highlight a focus on cost-effective…

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small public relations budget

How to Make the Most of a Small Public Relations Budget

Working on a small public relations budget is difficult for many reasons, but some of the most successful campaigns I’ve worked on were executed with a small budget. Below are some pointers to help you when working on a smaller PR budget. Determine The Client’s Goals Most clients understand how precious time is when working within…

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B2B PR

The Top 5 Things Every B2B PR Plan Needs

PR planning. Perhaps one of most dreaded but also most essential parts of the communications game. Without a solid plan in place your team and program can feel like a chicken with its head cut off. (For vegetarians I’m not sure what ‘Chik’n’ is like with any head removed but I imagine it is equally…

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SWOT analysis

Think You Don’t Need a SWOT Analysis? Think Again.

You’ve probably heard the term “SWOT,” but maybe you’re not totally sure what it is or why you should care about it. A SWOT analysis is an easy way to get yourself organized when developing an actionable plan. What is a SWOT analysis? SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. This structured planning…

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What is Marketing Technology?

Marketing technology. You’ve heard the term in presentations. You’ve seen it in industry news. It’s changing marketing forever. But you still may be left wondering, “What IS marketing technology?” In short: Marketing met IT and marketing technology is their offspring. Let’s examine the corporate strategic landscape to understand what marketing technology is. In the chart…

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The Difference Between Influencer Marketing and Affiliate Marketing

As marketers and communicators, we have multiple goals. We are tasked with achieving: Increased reach and audience growth Increased engagement and mind share Increased prospect and lead generation to fuel sales Indirectly increased sales and revenue No one tool or method achieves all these objectives well. We would be foolhardy to assume that such a…

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Content Marketers: Stop Doing 70% of What You’re Doing

I know, I know. Heresy. You’re all about CONTENT MARKETING, right? You’re a master at INBOUND MARKETING, eh? That’s awesome. I am a whole-hearted believer in what you’re doing. I just wish you’d do a lot less of it. The increasing Content Shock that we all felt (but didn’t have a name for, until Mark…

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6 Ways Facebook Branded Content Changes the Influencer Game

On Friday, Facebook announced a significant change to its branded content guidelines: any influencer or publisher creating Facebook branded content MUST tag the brand in their posts. Facebook clarified this to mean: On Facebook, we define this as content that specifically mentions or features a third party product, brand, or sponsor (“marketer”). Publishers are required…

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The Relevancy Filter: Your Brand’s Strategic Guide for Mastering Instagram’s New Algorithm

On March 15th, Instagram announced its most impactful filter yet: an algorithm which sorts your feed by the moments you care about most. The decision, which will be implemented in the “coming months,” comes as no surprise; Instagram’s parent company, Facebook, has long mastered its own algorithm for monetization. The opportunity is ripe to increase…

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How to be a Media Expert

I Feel the Need, the Need to Read. Clients expect us to be media experts. The only way to deliver on this is to actually ingest the news on a daily basis. When I’m interviewing a prospective candidate for a junior-PR position, my go-to question every time is “what do you read?” It’s a simple…

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