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PR Working for You

For April e-news

Throughout the year, we will feature local campaigns to showcase the impact that PR has on business and the community.

This month, we highlight Quinn Thomas. The Northwest-based company won the 2016 Spotlight Award for Marketing Business to Business for its work in introducing a revolutionary product to the U.S. building community.

In 2015, Oregon-based D.R. Johnson Wood Innovations was preparing to announce the release of a new building material that had the potential to revolutionize America’s building and construction trades.

The product, Cross-Laminated Timber (CLT), is a wood building material that is stronger than steel and can be used to build skyscrapers. It has been used internationally for decades, yet was virtually unknown in the U.S. market.

The company was at the cusp of being the nation’s first certified manufacturer of CLT and was in search of a brand strategy to guide this effort. D.R. Johnson had no history of public relations or advertising outside of trade shows and trade publications. It enlisted Quinn Thomas to develop a marketing and communications strategy.

Quinn Thomas conducted market research and developed a communications strategy that established D.R. Johnson the lead expert and thought leader for this emerging technology—using earned media, public speaking opportunities, and policy advocacy to drive awareness of D.R. Johnson and generate leads for the company.

The resulting effort netted over $2.5 million in national and regional earned media coverage, elevated investment in CLT research as a policy objective in the Oregon Business Plan, and positioned D.R. Johnson as the convener or featured topic at events with state and regional business an policy leaders.

APR: Prepare for Luck

“I believe luck is preparation meeting opportunity. If you hadn’t been
prepared when the opportunity came along, you wouldn’t have been ‘lucky.’”
— Oprah Winfrey

My journey to “lucky” began in 2011 when I managed public relations for Mystic Aquarium in Mystic, Conn. I was responsible for media relations, web content, social media and member publications for the state’s largest cultural institution. While my work was a critical part of the aquarium’s overall communication strategy, the position was heavily tactical. Earning my APR allowed me to gain more advanced knowledge, skills and abilities that weren’t constant during my nine-to-five.

Fast forward to 2013. Changes in my personal life spurred a solo cross-country move to Portland. I didn’t have a job lined up and only knew a few people in Oregon. But my work experience and APR designation gave me the confidence I needed during a big — and somewhat risky — life change.

I immediately joined and started volunteering with PRSA Portland (now PRSA Oregon). I quickly formed a network of PR professionals and an informational interview led to a mid-level agency job.

Then in January 2015, I landed my current role managing communications for Portland State Campus Rec. It was exactly what I’d hoped for when I ventured west — a position that combined my personal passion for health and wellness with my career aspirations. It was my shift from tactician to strategist.

How did APR help? Oprah Winfrey said it best. My degrees, decade of work experience and APR fully prepared me for my new opportunity managing a team and serving as the trusted adviser to departmental leadership. And maintaining my APR will ensure that I’m still prepared when luck strikes next.

Erin Merz

 

Erin Merz, M.A., APR, manages communications for Portland State University Campus Rec. She’s been a member and volunteer of PRSA Portland since 2013 and served as COO on the 2016 board. Find her online at erinmerz.com and on Instagram and Twitter @erinmerz.

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PR Working for You

Throughout the year, we will feature successful campaigns to showcase the impact that PR has on businesses and the community.

This month we highlight C+C’s Better Buildings Challenge campaign, which won the 2016 Spotlight Award for video program.

Energy Efficiency Meets Reality Television with Better Buildings Challenge SWAP

It’s been called must-watch TV for the energy efficiency world—the Department of Energy’s Better Buildings Challenge SWAP which takes energy management teams from two organizations and makes a swap, looking for ways to improve each other’s energy usage and practices. And, it’s all documented for a reality-TV style YouTube series that’s garnered thousands of views.

DOE worked together with C+C, a Portland/Seattle social marketing and PR firm dedicated to environmental and social cause work, to create the campaign and won a 2015 PRSA Spotlight Award.

Objective: The team wanted to provide a unique, first‐hand look into the increasingly important roles that energy management teams play for both energy efficiency peers and the mainstream business audience—even though energy management isn’t necessarily the most exciting topic.

Strategy: The key was to reach people where they are most engaged—according to Brightcove, social video generates 1200% more shares than text and images combined. All video content was leveraged through multiple platforms: a dedicated campaign landing page, participant websites and social media. C+C also executed a nationwide media outreach effort, generating coverage from national media outlets.

Budget: The campaign budget was approximately $300,000 for the planning, travel, production and promotion of the video series. The team remained within budget through completion of the project.

Outcome: SWAP exceed all campaign goals. The series has more than 45 million total media impressions, and drove a 2,700 percent increase in YouTube followers. The series has also gained national media coverage from top-tier outlets like Bloomberg, Politico, The Guardian and more. In an article about SWAP season two, Fast Company called the series “great television” and “easily the DOE’s most effective vehicle in years.”

Tune into SWAP here: https://betterbuildingssolutioncenter.energy.gov/swap