We reoriented entire programs, with agile campaigns and initiatives that helped clients communicate, support and engage their multiple stakeholder audiences during the crisis
Evite: Encouraging Virtual Celebrations
The onset of COVID-19 posed an incredible challenge to Evite, who has encouraged people to celebrate life’s moments face-to-face for over 20 years. The SHIFT and Evite team worked swiftly together to build a new company tagline and messaging as well as launch a new suite of products to help people celebrate virtually. We also engaged lifestyle and business media with ongoing tips and trending virtual party data, establishing Evite as the go-to resource for any type of celebration and securing coverage in CNN, Parade, USA Today, Hello Giggles, Washington Post, Ozy, TechCrunch and more. 80% of articles included linkbacks, driving traffic and new users to the virtual party products.
created for Ad Sales team
web traffic m-o-m
Foxwoods Resort Casino: Navigating a Closure & Giving Back
As the COVID-19 pandemic swept the nation, Foxwoods Resort Casino looked to SHIFT for guidance on how best to navigate closing their doors for the first time in 28 years. One of our first courses of action was to help the local community by working with Foxwoods to donate unused food to food pantries and medical supplies to hospitals. To spread the word and encourage additional donations, SHIFT secured coverage in the Hartford Courant, Norwich Bulletin, The Day, FOX61, The Westerly Sun and more. Next, as our team paused all traditional media outreach, we transitioned efforts towards internal content creation, working hand-in-hand with the Foxwoods team to craft messaging, draft internal and external memos, revise website copy and ideate videos for team members and guests that were both engaging and informational. As the possibility of reopening approached, SHIFT secured national broadcast interviews that positioned Foxwoods as a leading voice on reopening procedures for the gaming and resort industries. We then set up a media day with 12 onsite media for tours of the property as well as 10 media interviews during the first two days of Foxwoods’ reopening, securing coverage with AP News, Cheddar, NBC Connecticut, WFSB, WTIC and more, garnering over one billion impressions across three months.
Grand Rounds: Elevating Clinical Spokespeople
As the public looked to medical sources for education on how to healthily navigate COVID-19, the SHIFT and Grand Rounds team sprung into action, positioning the Chief Medical Officer and staff Epidemiologist as experts on the changing landscape. We built the clinical spokespople’s platforms, with 15+ Bay Area broadcast hits, then quickly elevated them to the national stage with features in Business Insider, Huffington Post and Fast Company which drove multiple top-tier inbound media requests, including a TODAY Show segment, while key healthcare audiences were reached through coverage in Employee Benefit News, Physicians Practice, HRO Today and Healthline
opps with TODAY Show, MarketWatch + more
Vital Vio: Creating Healthy Conversations During the Pandemic
COVID-19 changed the way we think our health and safety in public spaces. As a leader in germ-prevention solutions, Vital Vio was poised to create new conversations about healthy hygiene and safer spaces. To help launch their perspective as a thought leader, we created a consumer survey designed to assess consumer expectations, hygiene and concerns about the return to public spaces following COVID-19. The team landed widespread top-tier coverage including CNBC broadcast, Fox News, Business Insider, International Business Times, MarketWatch and BBC and the company experienced a 40x lift in lead generation following the survey launch.
growth in lead gen
articles in 2 weeks