Posts Tagged ‘research’

A New Beginning Well Done

Friday, January 13th, 2012

By Joe Bogardus

Last week we helped a new firm launch its brand – Red Chair Architects.

It was a new beginning well done. Not just because we managed the launch with three other great companies: Bryant Research, Blue Media Boutique and Nashville’s Locomotion Creative, but because we worked with a set of clients committed to doing it right.

Despite an extremely tight timeline, David Cockrill and Margaret Backhurst of Cockrill Design & Planning and Don Shell and Bill Vinson of Community Tectonics agreed to meaningful research, with results that yielded the insight of like-minded companies, providing great design and relishing the opportunity to create close relationships with every one of their clients.

With a brand essence of “Great design, in genuine partnership with every client,” Locomotion Creative generated dozens of possible names for the new company. In a November meeting, it was agreed Red Chair Architects would be the name of the new company — with the red chair symbolizing the company’s focus on the person for whom the firm designs and plans, bringing smart, unique ideas that enrich the experience for each.

It was a new beginning – a beginning created from a solid foundation of competitive analysis, research and intuitive judgment combined with the brilliance of a name that captured the spirit of what the principals truly wanted their brand to represent.

“Well done!” to them. And “Well done!” to all of our team that launched what the Knoxville New Sentinel’s Roger Harris  described as “a new contender for the coolest business name in town.”

Research First, Media Relations Second

Friday, November 18th, 2011

by Tyra Haag
@tyratuckerhaag

Before our clients ask us to create a media relations campaign for them, our team takes the same first step each time before developing and executing a plan – research, research, research.

This process often involves managing a discovery process to uncover local, regional and national media opportunities, depending on the client’s scope of work. We make several phone calls, email editors, request media kits and scour editorial calendars to uncover what opportunities are out there.

Only after extensive communication with these media outlets are we ready to create a well-developed media relations plan. Once we determine the most appropriate areas for media exposure for our clients, we plug them into the best fit possible to get the best exposure possible.

With media relations, it’s really a matter of quality versus quantity. If we generate a coverage opportunity for our client in “XYZ Magazine,” but the outlet’s audience isn’t a good fit for our client, the exposure can easily fall on deaf ears.

The saying “Look before you leap” certainly holds true in the media relations world. I have no desire to waste our clients’ time by blindly pitching story ideas to publications or news organizations that have no use whatsoever for that certain topic.

By taking the time upfront in a media campaign and doing the best and most thorough research possible, clients have a better chance of getting media exposure that will be fruitful in the long-run.

Research: Validate the Hunch

Thursday, November 3rd, 2011

By Mary Beth West, APR

Throughout my career, it’s often been my experience that some clients – even some folks in my own line of work – tend to be trigger-happy to launch marketing communications tactics to take on the latest challenge or opportunity, based on little more than a hunch. 

Gut instinct can be right, but it sure can be wrong, too.  Even if the primary notion is correct (“Audience X doesn’t know much about our product”), the follow-on ideas may be completely off-base (“Billboards are the answer!”).  The result:  a ton of wasted money.

At my company, we treat research as the client’s best friend, and that’s why we advocate for exploratory work prior to planning and implementing any major campaign.

Most research focuses on the key audiences:  who they are, how they think relative to the client’s product / service, what factors or messages will motivate them toward certain desired behaviors, and why. 

Apart from the audience, though, successful public relations and marketing communications campaigns need to sort out other factors that can influence a client’s desired end result.  Understanding changes in the economy, for example, is one of the key research points we seek to uncover so that the strategy we develop is on point with how a client needs to generate business outcomes tomorrow – not just today.

So pay attention to those hunches – they’re steeped in your own knowledge of your company and its business environment.  That’s worth a lot. 

But don’t just listen to your own voice and those closest to you . . . go to the source of those whom you need to influence and the world that’s shaping their decisions.  It’s the best place to start developing the best communications campaigns.

New Blount Education Initiative Survey Confirms Parents Play Key Role in Influencing Students to Graduate from High School

Tuesday, May 4th, 2010

Maryville, Tenn. —   Note to parents: your children are listening. Encourage them to finish their high school education. Note to graduating seniors in Blount County: you have a jump-start on the rest of your life, with more than 90 percent of you planning further education and training after high school.

This information comes from the second annual graduating senior survey by the Blount Education Initiative (BEI), released today and including the area’s four high schools:  Alcoa, Heritage, Maryville and William Blount. Questions ranged from post-high school plans to level of interest in staying in Blount County to join the local workforce.

The survey results confirmed the vital role that parents play in influencing a child to graduate from high school. When asked “Who influenced you the most in your decision to complete high school?” 76 percent of students ranked parents as the most influential, up slightly from BEI’s 2009 study of 75 percent.

“Research consistently tells us that when parents are involved in their children’s educational lives, more positive outcomes are achieved,” said Bonny Millard, executive director of BEI. “A great deal of research is available to validate the profound benefits for both students and schools when parents and family members become participants in their child’s day-to-day educational experience.”

The BEI survey results substantiated the fact that young people look to their families, particularly their parents, to set the example and the expectation about education.

“Blount Education Initiative’s goal is to make education the number one priority in the community, but that can only be achieved if parents are aware of their role in their own child’s educational achievement and actively fulfill it,” Millard said.

The results of the survey revealed that students understand the importance of post-secondary training or education. More than 90 percent said they planned to obtain some type of training, certification or education after high school to help prepare for a career. This includes two- and four-year colleges, career technical training and military service. Only 2 percent said they planned to join the workforce immediately after high school compared to 7 percent in 2009.

Since its inception, one of BEI’s key messages is that students will have to have additional training or education after high school in order to be successful in today’s global economy.

“During the past few years, BEI has urged students to continue their education after high school to prepare for a career and ultimately a better quality of life,” Millard said.  “We’re thrilled that not only do our graduating seniors understand this message, but also that they are following up with action.”

When asked whether or not students felt prepared for life after high school, 87 percent of respondents reported they felt very prepared or somewhat prepared. Up two percentage points from last year, 82 percent of Blount County’s graduating seniors from the four high schools reported plans to attend a two- or four-year college. 

On a scale of 1 to 10, with 1 meaning “do not agree at all” and 10 meaning “completely agree,” seniors ranked their level of agreement with several statements regarding educational attainment as follows:
• “It’s important to have a high school education.”  (9.50)
• “Education should be a top priority in Blount County.”  (8.52)
• “It’s important to have a college education.”  (8.12)
• “It’s important to have job training after high school.”  (8.07)
These results were largely comparable to results from the 2009 survey.

“BEI certainly is pleased that seniors from our four high schools widely agree about the importance of graduating from high school and the need to pursue further skills and knowledge after graduation,” said Matt Murray, president of the Blount Education Initiative. 

When students were asked to rate their level of interest in staying in Blount County after high school or moving back after completing college or other training, 50 percent of the graduating seniors said they were either somewhat interested or very interested in either staying or moving back to Blount County.

ABOUT BLOUNT EDUCATION INITIATIVE:
The Blount Education Initiative’s (BEI) mission is to make education the Blount County community’s top priority by developing a sustained public awareness campaign focusing on the critical issues related to education, supporting local schools in their efforts to provide a top-notch education for all students and serving as a bridge between the educational community and businesses to develop meaningful collaborations. 
Achieving consensus about education’s vital importance, and what forms of support are required to achieve educational excellence, requires an organized, concerted campaign involving information exchange, dialogue, learning and persuasion.  That’s why BEI exists – to facilitate this process.

METHODOLOGY FOR BEI SURVEYS IN 2010:
Each of the four high schools in Blount County (Alcoa, Heritage, Maryville and William Blount) asked graduating seniors to complete a one-page written survey for BEI in March 2010.  A total of 876 surveys were completed and returned to BEI.  The survey data was not weighted.