Paid, Earned, Social & Owned

SHIFT helps clients break through and thrive. As such, most of our work is focused on helping build trust and awareness, create interest and ultimately fill funnels with qualified prospects. Every type of media – paid, earned, social and owned – plays a part in that. That’s why take an integrated approach to our programs and creative campaigns.

Paid Media

Every company wants to get more eyeballs on top coverage, content and other marketing investments. That’s what our Digital Marketing team does. We plan, buy, measure and optimize search, social, display, native and syndicated campaigns to create demand for clients’ products and reinforce core narrative. Our paid media capabilities include:

  • Social Advertising
  • Search Advertising
  • Performance Marketing & Retargeting
  • Syndication & Amplification

Earned Media

From where we sit, there is no substitute for an amazing story well told by the media. Earned media – whether print, broadcast or online – is absolutely core to what SHIFT does. Our people are media hounds unlike any other, crafting, pitching and securing stories and mentions for our clients every day.

We use data to spot emerging trends that are ripe for client comment, and develop campaigns and build narrative pillars that reinforce key messages. We bring them to life and keep clients consistently in the news through thought leadership development, newsjacking, aggressive news pitching, influencer relations and proactive trend pitching that connect the dots between audiences and macro trends. Our media relations capabilities include:

  • Identifying Target Media, Bloggers & Influencers
  • Thought Leadership & Storyline Development
  • Aggressive News Pitching & Newsjacking
  • Executive, Company & Product Press Tours
  • Tradeshow Press Briefings

Social Media

Social media strategy is a necessity for all brands today – regardless of target audience, today’s consumer and business buyers use social media to gather information, research purchases and connect with brands. With our PR roots and digital focus, SHIFT understands not only how to communicate through organic content and run targeted paid programs to drive conversions.

SHIFT’s social programs analyze what’s working with followers (and not) as well as what a target audience is interested in. We use that insight to develop unique strategies across the right channels, using the right tone and protocol. We help plan messaging cadence and build organic content and campaigns that grow and engage audiences. We answer questions like “How visual should we be?” “What’s the right mix of promotional vs. educational messages?” “What’s working on each channel?” Our social capabilities include:

  • Brand, Competitor and Target Audience Audit
  • Campaign Development & Design
  • Content Development, Scheduling & Monitoring
  • Influencer Relations
  • Measurement & Reporting
  • Strategic Counsel & Tactical Recommendations

Owned Media

We connect clients with the people who matter most, no matter the industry, audience or touchpoint. Whether it’s solving a problem, answering a question, delivering thought leadership or making them laugh, our content resonates by inspiring action and evoking emotion.

We bring together world-class content strategists, sector-specific expertise, meticulous designers and developers, and detail-obsessed project managers to develop content campaigns and assets that break through clutter and fatigue. We use everything from technical eBooks and elegant infographics, to video and animation to create emotional connections across the entire paid, earned, social and owned media spectrum. Our content capabilities include:

  • Blog Posts
  • eBooks & Whitepapers
  • Digital Events & Experiences
  • Infographics
  • Presentations & Webinars
  • Websites & Microsites
  • Video & Animation

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