With new leadership plus known operational and fiscal challenges, the Troy City School District needed to prioritize strategic planning and effective communications in the 2018-2019 school year. The district engaged Approach Marketing to design and execute a campaign to effectively and efficiently communicate in a transparent way, engaging stakeholders in establishing a strong vision and direction for the district and the students it serves.
STRATEGIES:Branding + Messaging, Strategic Planning Focus Groups, Collateral Development + Design, Spokesperson Training, Community Engagement Training, Social Media Planning + Training, Communications Audit + Training
As the winner of the U.S. Department of Transportation’s (USDOT) Smart City Challenge and recipient of $50 million in grant funding, Smart Columbus committed to deploy a series of projects designed to transform transportation and create ladders of opportunity for residents in the Columbus region. The initiative was ambitious and complex, and we supported it by bringing in the right mix of media, influencer and social media strategies.
STRATEGIES:Media Relations, Media Material Development, Social Media Marketing, Paid Social Media Advertising, Influencer Engagement + Management, Crisis Communication Media Training
Placing children’s safety, health and wellness above all else, this Columbus-based daycare center needed to prepare staff members to confidently handle any potential crisis situation. They turned to Approach to establish a crisis communication plan and conduct a training session to help their 50-person team know exactly what to do and how to communicate during critical situations.
STRATEGIES:Crisis Communication Planning, Vulnerabilities Assessment, Plan Development, Team Training + Implementation
Literacy Organizational Capacity Initiative (LOCI): NORC at the University of Chicago
When LOCI launched, they knew there was a need to strategically position the organization to the education market, and to meet educators where they are. With a multi-faceted approach to social media, content development, and strategic counsel, LOCI gained national visibility as a thought leader and implementation expert in literacy.
STRATEGIES:Strategic Counsel + Planning, Market Research, Branding + Messaging, Paid Social Media Campaigns, Content Creation, Collateral Design
When BIBIBOP Asian Grill, a Korean fast-casual concept based out of Columbus, Ohio purchased ShopHouse, Chipotle’s Asian concept, we knew it was a media moment that had to be leveraged. So we got to work, creating brand visibility through targeted media relations focusing on national business media, trade restaurant media and local outlets.
STRATEGIES:Brand Positioning, Campaign Creation, Media Engagement, Press Kit Design, Story Ideation, Copywriting
When this global franchise was ready to launch an entirely new menu concept, the company knew a big part of its success would come from tapping its hometown fan base to generate awareness and solicit support. By implementing a diverse three-pronged marketing strategy, we were able to secure top local media coverage and attract excited crowds for this favorite sandwich shop.
STRATEGIES:Event Planning, Community Relations, Social Media Management, Paid Social Campaign Support, Media Relations, Press Release Development, Collateral Design, Photography
When this local custom backpack company wanted to boost brand awareness—we got scrappy with our strategy. We knew they would get the best bang for their buck if we capitalized on the upcoming summer/fall back-to-school season—a strategy which landed this smart start-up on national morning news.
Goldfish Swim School needed to rise above the region’s newcomers—and fast. That's when we rounded up local brand ambassadors to help establish their local swim school as the premier authority on water safety education, driving awareness and new memberships amidst an increasingly competitive marketplace.
When this groundbreaking healthcare company was poised to launch a massive three-month recruiting campaign—they called on us to amplify their story and spread the word about their spirited company culture. By implementing a multifaceted marketing campaign, we were able to attract top talent while also keeping current employees happy during this period of growth.
STRATEGIES:Campaign Creation + Implementation, Social Media Marketing, Organic + Paid Social Advertising, Photography, Video Production, Internal Communications, Recruiting + Retention
Founded in 1911 by Italian-immigrant Hugo Bosca, the company continues the tradition of crafting the world’s most meticulously detailed and enduringly beautiful leather goods. As they headed into the highly-competitive holiday season, we executed a multi-layered digital, traditional media relations and influencer marketing strategy to help them increase awareness, reach new customers and drive website traffic.
STRATEGIES:Influencer Engagement, Media Relations, Social Media Management, Paid Social Advertising, Message Development, Copywriting
Poised to open their largest store in North America, Circle K knew having global brand recognition didn’t give them a free pass on building brand fans within the tight-knit community of Savannah, Georgia. They committed to a multi-layered paid, owned and earned media strategy to build buzz and win the loyalty of their newest customers.
STRATEGIES:Event Planning, Community Relations, Social Media Management, Paid Social Campaign Support, Media Relations, Press Release Development, Collateral Design, Photography, Copywriting
After this 100-year-old company unveiled a major rebrand, they needed to build buzz in the competitive technology sector. We hit the challenge head on with a combination of paid, earned, owned and social media to raise awareness of the company as a leader in the martech (marketing technology) industry.
STRATEGIES:Media Relations, Organic + Paid Social Advertising, Community Relations, Thought Leadership, Executive Branding, Story Ideation, LinkedIn Optimization, Copywriting, Media Training
Each year, Approach Marketing partners with Wizard World Comic Con Columbus to dazzle central Ohio audiences as comics, celebs, cosplay and pop culture converge. When tasked with generating excitement around this annual event we called upon our deep understanding of the local media market to turn fandom into tangible ticket sales.
STRATEGIES: Media Relations, Influencer Engagement, Event Support, Message Development, Copywriting