Our Process:
We begin our process with insights and understanding about the unique needs and challenges of your business. Our process includes the creation of an in-depth strategic communications plan (and metrics to measure its success). Finally, we put that plan in place with the implementation of the campaigns, we gauge them against your goals and regularly adjust them as needed to ensure the highest possible performance.
A “deep dive” to acquire essential information and insights
A forward-looking messaging position and platform aimed at advancing your goals
A road map for how we will deliver the messaging and achieve objectives
An outline of a specific program elements and timelines
The PESO Model Explained:
The PESO (Paid, Earned, Shared and Owned Media) Model allows marketing and public relations to align with the ever-evolving digital world to exponentially increase their impact. This all-inclusive approach to integrated communication will ensure that you catch (and maintain) the attention of your key target audience.
Traditionally this is what is known as advertising. Payment is made for space in a newspaper, magazine, online article post or time on a radio station or television program or a billboard (electronic or paper). The most familiar form of paid media is the advertisements you see in magazines. Paid media allow the company to get their message out in their own words. It is most effective in highly competitive industry spaces.
Related Services:
- Product Launches
- Influencer Marketing
- Social Media Marketing
- Crisis Communications
- Content Marketing
- Trade Show Support
- Advertising (Online/Offline)
- Email Marketing
- SEM
- Digital Advertising
Related Tactics:
- Sponsored Posts
- Paid Influencers
- Lead Generation
- Brand Ambassadors
- Sponsored Content
- Native Advertising
- Optimized Content
- Shareable Content
- Engaging Content
This term is synonymous with public relations professionals because they are responsible for generating publicity for their customer. The result of successful public relations efforts is coverage in desired media outlets on the topics that make the customer shine. There is no payment for this coverage. The customer is mentioned or even featured due to the efforts of the public relations professional. The business section of a newspaper is a prime example of earned media. Companies are written about every day; whenever a quote from a company spokesperson is included, the public relations team earned its placement.
Related Services:
- Media Relations
- Product Launches
- Influencer Marketing
- Social Media Marketing
- Crisis Communications
- Content Marketing
- Trade Show Support
- Investor Relations
- Reputation Management
- Graphic Design
- SEO
Related Tactics:
- Media Relations
- Blogger Relations
- Press Releases
- Influencer Relations
- Response to Detractors
- Detractors Turned to Loyalists
- Loyalists Turned to Advocates
- Charity Tie-ins
- Community Service
- Co-Branding
- Optimized Content
- Shareable Content
- Engaging Content
This media type is called shared media because company content is distributed or redistributed by their customers or potential consumers, and/or the company interacts with their customers and/or consumers on a social platform. Companies encourage this behavior by including social sharing buttons for Facebook, YouTube, LinkedIn and other social networking sites.
Related Services:
- Product Launches
- Social Media Marketing
- Crisis Communications
- Content Marketing
- Trade Show Support
- Investor Relations
- Reputation Management
- Graphic Design
- Email Marketing
- SEO
Related Tactics:
- YouTube
- Snapchat
- Response to Detractors
- Detractors Turned to Loyalists
- Loyalists Turned to Advocates
- Charity Tie-ins
- Community Service
- Co-Branding
- Optimized Content
- Shareable Content
- Engaging Content
Company websites are the primary vehicle for owned media. This is content created by the company to inform and educate that customers and potential customers find interesting, engaging and, above all, valuable. This includes free webinars, white papers, blog posts, infographics, and podcasts. This is content controlled by the company, effectively making it a publisher.
Related Services:
- Crisis Communications
- Content Marketing
- Trade Show Support
- Reputation Management
- Website Design/Maintenance
- Graphic Design
- Branding
- Marketing Communications
- Email Marketing
- SEO
- SEM
Related Tactics:
- Thought Leadership
- Customer Stories
- User-Generated Content
- Online Reviews
- Brand Journalism
- Brand Ambassadors
- Sponsored Content
- Native Advertising
- Optimized Content
- Shareable Content
- Engaging Content
