Objective:

A long-time partner of Impact PR & Communications (IPR&C), KDD Marketing approached our team with a specific goal: earned media coverage that would position its team members as thought leaders. Over the course of a six-month public relations engagement, IPR&C worked to positively position KDD Marketing among its target audiences, elevate awareness of its offerings, and establish the firm as both an industry leader and a respected voice in the broader business community.

Strategy:

• Meet with the KDD Marketing team to discuss goals, campaign objectives and pertinent background information.
• Develop an action-oriented PR timeline to guide the engagement.
• Create and maintain a customized, comprehensive media list of local, regional, trade and business publications along with corresponding press contacts.
• Disseminate press materials and coordinate interviews to promote KDD Marketing’s key messages, including a combination of:
  • Bylined and contributed thought leadership articles focused on topics related to branding, marketing, company culture and more.
  • Outreach tied to relevant trends and timely news.
  • Captioned photos or press releases highlighting the firm’s work with nonprofits, speaking engagements and award wins.
  • Executive interviews with KDD Marketing’s leadership for print, digital and broadcast publications.
  • Targeted pitching for expert commentary on industry news and other crowdsourced media opportunities.
• Identify and submit KDD Marketing and its team members for relevant awards.

Results:

Following the success of the initial six-month campaign, KDD Marketing re-engaged with IPR&C to continue the positive momentum. The first phase of IPR&C’s work with KDD Marketing garnered the following results:

• Expert commentary included in two Forbes articles.

• Profile stories in Medium / Authority Magazine, Sanctuary Magazine and WestFair Business Journal.
• Numerous award wins from regional and industry-wide organizations.
• 75 placements across traditional and digital media channels, newsletters and social media, resulting in 227 million media impressions.