PRSA Uppercase Presentation

Communications Team

Sherry Kast@sherrykastCommunications and Public Relations Manager

Callie Collins@CallieCRCommunications Coordinator

Brie HobbsCommunications Coordinator

Miranda Wilson@mirandaLwilsonCommunications Coordinator

Jennifer Anderson Vice President of Marketing and Communications

Blog Contributors

Ashlie TurleyMarketing Coordinator

Jared BroxMarketing Coordinator

Situational Analysis

Refresh Leadership

Research

• Conducted web-domain research for site name

• Surveyed clients on top challenges and workplace issues

• Conducted internal research on email marketing data

Objectives

• To be ranked #1 in Google search results

• Create a site that would be appealing for guest authors like leadership experts to contribute their knowledge

• Increase open rates to the monthly email promotingthe publication

Action

• Purchased domain name

• Submitted name for trademark

• Developed Wordpress-based blog

• Utilized various plugins

• Developed iPad giveaway to promote launch

Communication

• Post two to four articles each week

• Plan content

• Share content on Twitter and Facebook using tools like dlvr.it

Communication

• Integrate the Refresh Leadership blog with our website

• Send monthly email to more than 250,000 subscribers using ExactTarget email

Evaluation

• Ranked #1 for the term Refresh Leadership in Google search results

• Blog posts have been featured in various SmartBrief publications

• We now receive regular contributions from leadership experts like Jim Stovall and Jay Larson.

• Acquired 10% more opens to our monthly email promoting the publication