However, university leadership smartly recognized these challenges and focused on how it could turn the tide. There was an identified need to reinvigorate and redefine the Widener University brand. To achieve this, Brian Communications was chosen to work with the university to uncover key strategic insights that would deliver a renewed brand platform and ultimately, lay the foundation for a synergized communications and marketing campaign to directly address the challenges faced by Widener, specifically those tied to enrollment.
Now in its fifth year, the campaign, “Widener Leadership Works™” continues to resonate and deliver.
The public relations team at Brian Communications was charged with helping the News Media Alliance change the general perception of the state of print and digital newspaper media. It has been imperative that we convey to the advertising community that newspapers remain a worthwhile investment, and that the real story of growth and innovation is told to members, policy makers and readers. Empowering a challenged industry to support and disseminate a new, positive storyline is no small feat to be sure, and one that has required a strong content marketing and media relations effort. Engaging with the News Media Alliance’s marketing team, we have developed a strategy to reach and engage members in compelling ways – exposing this fresh, confident new narrative to newspapers.
When the Foundation for Advancing Alcohol Responsibility planned to launch a comprehensive campaign to educate teens about making smart choices, they wanted to make the most of the star power available through their celebrity ambassadors. Working closely with the client, Brian Communications developed a strategic campaign around the organization’s celebrity ambassadors: rising teen star, Bella Thorne, and former professional basketball player Shaquille O’Neal.
Through two campaigns, iDECIDE and InnerShaq, the goal was to empower young people to make the right decisions for themselves. Because of the young target audience, the Brian Communications team knew we had to drive awareness, engagement and viral sharing on the platform where teens are already hanging out: social media. Campaign assets included PSAs, videos, sweepstakes, ongoing social content, email outreach and a focused microsite.
UBS, one of the world’s largest wealth management firms, recognized that having on-the-ground media relations experts was critical to the success of its campaign to increase brand awareness in five select local markets across the country. Brian Communications was chosen as the agency for the Philadelphia/South Jersey region and was tasked with positioning four financial advisors as thought leaders in a media market with only one dedicated personal finance writer. In just a few short months, Brian Communications was leading the five local markets in driving media coverage of UBS, successfully positioning all four financial advisors as subject matter experts while also highlighting national UBS content developed by its corporate research department. UBS financial advisors now lead in the Philadelphia/South Jersey market with more media placements related to wealth management topics than any of its competitors. And recognizing that quality media placements are more valuable than quantity, one financial advisor eliminated his long-standing advertorial commitments less than a year into our public relations program, believing earned media placements provide greater value to growing his line of business.
In April 2014, Independence Blue Cross and DaVita HealthCare Partners announced the creation of a groundbreaking joint venture focused on providing high-quality, affordable health care in a highly competitive marketplace. Brian Communications was asked to build a brand for Independence and DaVita Healthcare Partners, which would help bring the region’s newest and most innovative model of health care to market.
The new company wanted its brand to reflect a clear commitment to work “in tandem” with primary care physicians to create a new “paradigm” of high-quality, affordable health care. As a company where “tradition meets innovation,” its position sought to reflect its promise to return primary care physicians to the center of patient care while taking advantage of new technologies, data resources and other health care innovations.
A strategically-designed rollout of the brand to a crowded and competitive market helped Tandigm exceed its first-year growth and success goals within months of launch and well ahead of projections. Its leadership praised the new brand and the new processes that supported consistent communication to key constituents.
In the age of multi-screen engagement and battles for viewership, CNN continues to seek new and innovative ways in which to grow awareness for one of its hallmark programs, CNN Heroes. Focused on telling the stories of everyday heroes, KPIs aim to drive opt-in registrations for re-marketing, engage the audience through voting and time spent with CNN, build advocacy through social mentions and create a viral lift. To accomplish these objectives, CNN again turned to us – for the eighth straight year – to develop a campaign to honor everyday people who truly make a difference in their community and to engage the public in selecting the Hero of the Year. As CNN’s trusted partner in hosting the cross-platform, multi-language voting interface, which captures votes from fans around the world on desktop, mobile, tablet and Facebook, we are proud each and every year when we – with the world – watch as the results are broadcasted live and hosted by Anderson Cooper.
For the third straight year Condé Nast sought to drive awareness of Brides Magazine, Brides.com and its sponsored content through an attractive online promotion. The key goals were to acquire new consumers for re-marketing and provide first-to-market opportunities for Brides’ sponsors by engaging users with featured advertising content via digital, social, mobile and print. To accomplish these goals, we created the 3rd Annual Brides Live Wedding – a multi-phase contest brought to life across a three screen experience. Brides were motivated to enter by the opportunity to win a dream destination wedding, their own YouTube series to showcase the big day and a donation to the charity of the winning couple’s choice. But there was an exciting catch – readers/consumers would vote to select every detail of the wedding – from the dress, to the cake, to the honeymoon destination.
As one of America’s largest private companies, with annual sales of more than $12B, Toys”R”Us seeks new and exciting ways to engage consumers – and potential customers – across a variety of channels. For over 10 years, we have helped Toys”R”Us develop innovative marketing solutions and promotional programs that delight users whatever their age and wherever they might be – online, mobile, in-catalogue and/or in-store. The work has encompassed best-in-class sweepstakes, cutting edge user generated content (UGC) campaigns, CRM, instant win games, evergreen referral programs and even a virtual reality interactive sweepstakes for 2015’s holiday season. What began as a single project with Toy”R”Us has blossomed into work for all of the retailer’s brands including FAO Schwartz and Babies”R”Us, with more than 200 campaigns executed – and counting!
130 private practice orthopaedic physicians.
25 individual practices spanning five states.
When the client is made up of 130 equal stakeholders, it’s vital to see the challenge as the opportunity. At Brian, we leveraged this wealth of knowledge to develop an abundance of subject matter experts, representing a variety of orthopaedic disciplines and healthcare experiences. By cultivating a deep pool of intellectual resources to offer to local media as well as larger metro dailies and national outlets, we were able to ensure that anytime a journalist needed a resource, we were offering the perfect person.