An example of the communications integration and change management facilitation provided by Integrated Media Strategies can be found in services provided to the Smithfield-Selma Chamber of Business.  The chamber is the largest chamber of commerce for the region south of Raleigh, NC and the Research Triangle.  It is a member-based organization with a small staff representing about 600 businesses in the region. 

The chamber wanted to integrate social media and content marketing into their communications processes. Their goals were to more effectively communicate with their members, better represent the interests of the business community, raise the visibility of the organization and its members, and grow its membership base.

 

 

Canadian Maple LeafIntegrated Media Strategies provided specialist services to GDP Global for a contract to the Canadian Government's Department of Foreign Affairs, Trade and Development (DFATD) to review and make recommendations to improve direct foreign investment in Canada. The centerpiece of their marketing is a biennially-produced flagship publication, a coffee-table print document running to more than 70 pages. Integrated Media Strategies provided recommendations on how the DFATD could make their digital marketing more effective, using the publication as a point of departure. Because digital marketing is delivered online, we looked at a range of factors that included:

  • Web delivery of the document, which is PDF-based
  • The Invest in Canada website
  • Online approaches by competitor countries and U.S. states
  • Process and workflow implications for producing content, including the current print document versus digital, online content

 

Integrated Media Strategies was contracted to develop a site for the life sciences management and commercialization startup, Bellwether Lifesciences.  The company's specialties cover the fields of life sciences commercialization, technology transfer for both start ups and large companies, training, consulting, higher education - industry alliances, investments and private equity. 

Turnaround on the 100+ page site from start to completion was four weeks.  Services provided by Integrated Media Strategies included working closely with the company on developing a site plan.  This ensured site navigation to the broad array of expertise they provide was kept simple, while simultaneously ensuring key areas of business were front and center. 

NC BioImpact was originally a $76 million Golden LEAF grant-funded initiative called the Biomanufacturing and Pharmaceutical Training Consortium, or BPTC.  The consortium comprised industry, the NC University System (UNC), and the NC Community College System BioNetwork.  Other partners included the NC Biotech Center, and the NC Department of Commerce.  Its goal was to develop the infrastructure and programs to provide the specialized workforce for North Carolina's biotech industry.  The principal at Integrated Media Strategies led BioNetwork's marketing and recruitment, growing student recruitment in life sciences programs from several hundred a year to several thousand.  He also chaired the BPTC's marketing committee which developed a strategy to market the state's life sciences workforce programs as a way to give companies locating in North Carolina a strategic competitive advantage.   

The challenge was simple - create positive sentiment to counter 100 million dollars of negative advertising, misinformation and PR from the petroleum industry and develop support for an advanced biofuels industry that didn't yet exist. On a budget.  In 2010, the principal at Integrated Media Strategies planned, developed and implemented an  integrated media campaign with a new website, digital and social media, participation by the general public, and public service announcements on TV.  By the end of the campaign, the campaign had achieved some impressive results:

  • More than 100,000 people visited the booth where the campaign was launched during the 2010 State Fair
  • 550 unpaid green-screen video endorsements by the general public in three thematic areas - biofuels are good for the economy, environment, and strategic security
  • Twelve 30 second PSAs were created from the video endorsements that were seen by more than 80% of North Carolina residents.  Airing them during March Madness helped, too.

The principal at Integrated Media Strategies launched and branded the Biofuels Center of North Carolina and as part of the organization's communications goals obtained and led a federally funded American Recovery & Reinvestment Act public education campaign about cellulosic biofuels in North Carolina.  He drafted the campaign plan and led a small team of contractors to implement the plan between the end of October 2010 and April 2011 and despite a highly compressed timeline, successfully managed an integrated media campaign that generated millions of positive interactions about advanced biofuels. 

The campaign began with a green-screen booth at the NC State Fair that solicited unpaid endorsements about biofuels from the public.  Using talking points, more than 550 videos were generated over the 10 days of the show at an average of one every 10 minutes from the approximately 100,000 people who visited the booth.   Within 24 hours of being shot, the greenscreen videos were edited and uploaded with appropriate metadata to a new dedicated biofuels Youtube Channel and embedded on searchable pages on the NC Biofuels campaign website

 

 

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