Communications Research & Evaluation
Research Puts Fresh Face on Industry Education Campaign #1001
As the client entered the third year of an industry education campaign on retirement solutions for the Baby Boomer generation, a new and fresh perspective was sought on the issue. Gibbs & Soell understood that this demographic segment’s lack of preparation had been well documented by public studies. However, G&S led the efffort to conduct in-depth research among financial services professionals to determine critical findings on how their Boomer clients approached retirement planning against the backdrop of a recession.
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Content Analysis Guides and Tracks Public Relations Strategy #1002
In the face of an evolving marketplace and business unit, a chemical industry leader shifted its public relations strategy to prioritize market leadership and executive visibility. G&S conducted an intensive, ongoing analysis of editorial content for its client as compared to competitors. The evaluation tracked key factors ranging from volume of coverage to share of voice and delivery of key messages. The content analysis helped to establish benchmarks, refine messaging and identify opportunities for extended coverage.
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Research-Focused Campaign Drives Adoption of “Fresh” Food Packaging #1003
When a renewable polymers company was seeking a price premium for its product, it turned to G&S to help bypass the traditional supply chain and directly market to retailers and food brands. To lay the groundwork for the bold strategy, G&S oversaw a field survey to more than 2,000 consumers in the United States, Europe and Japan. The research findings contributed to the development of central messages and proof points for the retailer-focused communications campaign.