How Media Messaging, a Barcelona-based marketing, public relations and communications project, transformed one client's communications.

1. Transforming
communications
A Media Messaging case study

2. The brief we got
• Address lack of marketing consistency,
coordination and direction
• Promote new product launch
• Boost recruitment

3. Annual activity summary
• Boosted educational campaign response
• Launched recruitment newsletter
• Helped to create promo videos
• Launched client newsletter
• Launched staff newsletter
• Offered ad-hoc support
• Wrote script for video
• Built media database
• Got press coverage
• Built a media centre
• Created messaging
• Trained client’s staff
• Launched a new blog
• Supported top events
• Helped on social media
• Identified press contacts
• Engaged with stakeholders

4. Results summary part 1:
stakeholder communications
• 4 messaging exercises
• 5 recruitment newsletter editions
• 3 staff newsletter editions
• 2 customer newsletter editions
• Launched blog
• Promoted content on social media

5. Company messaging
Situation before
No consistent messaging
Action
Held messaging workshops with top team
Result
Consistent messaging agreed for overall business and three
main business streams, later used across events, media
relations, etc.

6. Recruitment newsletter
800
850
900
950
1000
1050
1 2 3 4 5
Subscribers
0.00
10.00
20.00
30.00
40.00
50.00
1 2 3 4 5
% opens
Industry
average
opens
Situation before
No regular communication with
potential recruits
Action
Launched newsletter in February
2016
Result
Bi-monthly newsletter now sent to
1000+ potential recruits; open rate
113% above industry average

7. Staff newsletter
Situation before
No regular communication with staff
Action
Launched staff newsletter in July
Result
Three editions now published. Positive feedback from
recipients.

8. Customer newsletter
0
5
10
15
20
25
30
35
40
% open rate Industry average % click rate Industry average
Situation before
No regular communication with clients
Action
Launched customer newsletter in October
Result
Two editions published. Open rate 68%
above industry average. Feedback from
major customer:
“😀😁😂😃😄😅😆”

9. Company blog
Situation before
No new content to draw visits to website
Action
Launched company blog in September
Result
22 blog items posted. Now:
• Each item attracts newsletter subscribers for client’s database
• Blog augments reach of company news
• Fresh content serves to draw visitors

10. Social media
Situation before
Only ad-hoc, irregular company-related content on social
media channels
Action
Blog content integrated into social media feeds from
September
Result
Blog content now shared regularly on Facebook and
LinkedIn, reinforcing corporate messaging

11. Results summary part 2:
media relations
• Launched media centre
• Created media database
• Gained coverage on four
campaigns and counting

12. Media centre
Situation before
No online evidence of media relations activity
Action
Launched media centre with press releases, contact
details and audiovisual assets
Result
• Press has a direct line for enquiries
• Customers see the company as a serious market player
with established press relations
• Investors are assured the client is communicating with
stakeholders

13. Media outreach
Situation before
Only one or two ad-hoc media relationships
Action
Created UK media database and initiated contact
with key editors
Result
Ongoing dialogue with leading industry
publications

14. Press coverage
Situation before
Ad-hoc coverage only
Action
Issued four press releases and counting
Result
Regular coverage now appearing in key media

15. Results summary part 3:
marketing communications
• Recruitment video series support
• New product video animation
scripting
• Conference stand support
• Marketing materials support
• Educational campaign support
• Copywriting training

16. Recruitment video series
support
Situation before
No way of bringing staff benefits to life
Action
Helped script, source and produce
3’39’’ video and 5 video vignettes
Result
Video material is now available online
and at events. Combined 482 views on
YouTube

17. New product video scripting
Situation before
IT offering was
difficult to
articulate in simple
terms
Action
Drafted script for
video animation
explaining product
in laymen’s terms
Result
Simple-to-understand
video used to explain
product at events and
online; 218 views on
YouTube so far.

18. Event stand support
Situation before No clear content strategy
Action Developed messaging and assisted on stand themes Result
Client’s most eye-catching stand to date

19. Marketing materials
Situation before
Marketing materials generated without consistent
messaging or quality control
Action
Creative and copywriting support for numerous
campaign assets
Result
Consistent, high-quality marketing materials based on
agreed messaging

20. Course sign-up campaign
Situation before
Limited response to course engagement campaigns
on LinkedIn
Action
Advised on new LinkedIn headlines and copy
Result
15% more subscribers, 21.4% more opens, 5.5% more
click throughs

21. Copywriting training
a Q a a
Situation before
Staff poorly prepared to undertake ad-hoc marketing tasks
Action
Two workshops on how to improve copywriting and communications
Result
“The feedback has been really good. The training was just what we needed!”

22. Conclusion
Marketing has helped resolve the issues the client faced at the
beginning of 2016.
At the same time, the client has gone from having fragmented,
uncoordinated, inconsistent messaging to communications that
are consistent, regular, coordinated and effective.
This gives the client a stronger, more authoritative and more
persuasive voice in the industry, making it more relevant and
attractive to clients, employees and stakeholders.
Write to contact@mediamessaging.net to find out what we
could do for you.