Case Studies

Engineering Systems Solutions

ESS VA ANNOUNCEMENT

Background: Engineering Systems Solutions (ESS) provides customized solutions that include high-end engineering, design and manufacturing services for a wide variety of fixed and mobile information technology systems. In early 2007, ESS was awarded a multi-year contract with the Department of Veterans Affairs (VA) to develop and implement an Enterprise Identity Safety Strategic Plan and provide Digital Forensics support.

Challenge: ESS tasked us with promoting the contract. The news was big for the small business and also had the potential for mass appeal due the involvement with the VA.

Strategy: We wrote a well-crafted press release positioning ESS as the ideal company to handle such a high-profile assignment. Not only did we distribute the release, we worked the media relationships developed with local reporters and national wire connections.

Result: The announcement went, as we say, “rock star.” The Associated Press picked up the story and the growing Frederick company appeared in newspapers and websites across the U.S. from Seattle to Philadelphia and everywhere in between. They even saw coverage in the UK. ESS was ecstatic with the response of our outreach.

The Technology Council of Maryland and MdBio

TCM/MDBIO MERGER PRESS RELEASE

Background: The Technology Council of Maryland and MdBio were two separate trade associations with similar goals. In February 2006, the two organizations announced a merger. The new association would be called Tech Council of MD/MdBio (TCM/MdBio) and would support both life science and advanced technology businesses throughout Maryland with advocacy, networking opportunities and educational initiatives.

Challenge: The Tech Council of MD asked us to provide public relations support for the merger. It was important to promote the unified front and highlight the strengths of the new alliance. Additionally, any documents created needed the approvals of several officials from both TCM and MdBio.

Strategy: While we certainly planned to mass distribute the release to the Washington, DC market, to get the best coverage for TCM/MdBio, we employed an embargo strategy, selecting a few key reporters to gain exclusive coverage with their publications. We arranged to pre-release the announcement under an embargo. We also created a fact sheet to accompany the press release that further clarified the new association and structure.

Result: We were able to secure an exclusive article in the Washington Business Journal that ran the day of the announcement. Our outreach obtained coverage in the client-requested Washington Post, Baltimore Sun and other area newspapers. The coverage that the merger announcement received exceeded TCM/MdBio’s expectations.

Taho Advisors

TAHOE ADVISERS BYLINED ARTICLE PLACEMENT

Background: Tahoe Advisers is an SEC Registered Investment Adviser that provides customized derivatives consulting and solutions for high net worth individuals, corporations, and wealth managers. The company wanted to gain more exposure within the wealth management sector. At the time, the Uniform Prudent Investor Act was approved and executives at Tahoe Advisers felt there wasn’t enough media attention and coverage given to fully explain the measure.

Challenge: We were assigned the task of researching opportunities for Tahoe Adviser’s managing director, Steve Braverman, to be a subject matter expert on the recently passed act.

Strategy: Our goal was to reach out to both print and broadcast media. We looked for prospective publications targeted towards the wealth management area to submit a bylined article as well as key broadcast outlets with financially-minded programs where Braverman could impart his knowledge.

Result: An article, ghost written by us, appeared in the Journal of Wealth Management under Steve Braverman’s name. Additionally, we were able to secure Mr. Braverman appearances on a CNBC segments regarding the topic. Several financial publications like Barron’s also quoted Braverman. Tahoe Advisers was exceedingly pleased with our efforts to reach their target audience.