PR Case Study

Elevating Strategic Communication
For Buzz-Worthy Brands

THE SITUATION

Complex, multi-tier target audiences

Needed to reach several diverse audiences to optimize the reach of costly, cutting-edge research using multiple channels, internationally.

THE SITUATION

Complex, multi-tier target audiences

Needed to reach several diverse audiences to optimize the reach of costly, cutting-edge research using multiple channels, internationally.

THE SOLUTION

Delivery of a consistent message

Adopted a customized, integrated strategic communication plan including an advance media strategy that positioned the company for long-term growth.

THE SOLUTION

Delivery of a consistent message

Adopted a customized, integrated strategic communication plan including an advance media strategy that positioned the company for long-term growth.

Data and Outcomes

141

Unique Media
Outlets

51

Million People
Reached

98%

Rank in First
48 Hours

Top 5%

Published
Research

Web Sessions Increased

55%

Web Sessions Increased

55%

Increase in Qualified Leads

33%

Increase in Qualified Leads

33%

Increased all Web Traffic

48%

Increased all Web Traffic

48%

Full Case Study


Challenge:

Our client struggled with reaching their target audience as the company had inconsistent branding and messaging. With an unclear vision and messaging, the company required more strategy than media releases and social media to bring attention to the research.   Not only would the newly published research require its own strategic communication plan, the key messages of the brand and digital voice would need to be modified.  

Traditional Media Model

For the distribution of previous media releases, the company experienced some success through partnerships with the distributor of the publication and the subject matter being researched.

Model A relied heavily on industry terminology and dense subject matter, resulting in little interest from non-industry sources.  

Challenges with the Traditional Media Model:  

  • Inconsistent brand messaging and company vision
  • Media release subject matter relevance to key stakeholders outside primary audience
  • Absence of a strategic communication plan; siloed instances of external communication

ULG Model: Comprehensive Strategic Communication Strategy

The creation and implementation of a comprehensive strategic communication strategy propelled the organization forward and outlined key brand messages for future successful communication.

The program included:  

  • Defining key brand messages that establish the organization as a global leader in the pharmaceutical research industry
  • Outlining key brand visual elements Integration of brand messages and visuals into brand materials
  • Full update to the website including navigation, content, and images
  • Creation of media release for industry specific, and non-industry audiences
  • Development of distribution strategy for media release
  • Development and distribution of internal messaging to coincide with the messaging updates, company vision, and new research
  • Removing geographical boundaries to position the company for long-term growth prospects

Proven Results:

Deploying ULG’s prescribed programming (Model B) dramatically changed our client’s business and furthered their recognition as a global institute for pharmaceutical research and development.

  • The media release was picked up by 141 unique media outlets.  
  • The research release reached an audience of over 51 million.
  • Publication ranked in 98th percentile in the first 48 hours for views and downloads; when compared to 13 million other publications from the international database
  • The algorithmic score places this publication in the top 5 percent for all research-based media coverage and online engagement.  
  • The company’s sales team saw immediate engagement, with as many as 3x the number of qualified leads after the strategic campaign.
  • Website traffic increased by 48.5%. Website sessions increased by 55.4%.
  • Website hit a new record for monthly users during the campaign.  

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