MetroHartford Alliance, a membership organization representing the Greater Hartford business community including solopreneurs and national corporations, engaged Co-Communications to audit its current marketing materials and identify opportunities to engage its members, known as ‘Investors.’ We were tasked to ensure the proposed solution(s) reached all Investor levels and communicated the depth and breadth of the Alliance’s initiatives.
Using the Audit data – which revealed knowledge gaps among Investor classes and limited understanding of how various Alliance initiatives impacted Investors – as a baseline, Co-Communications conceptualized the Alliance Newsroom. Featuring sections for Alliance news, Investor news, event footage, media contacts and photo galleries, the Newsroom offers a broad-range of content that speaks to all Investor levels.
In addition to keeping Investors informed about the Alliance, it provides an opportunity to hear what other Investors are doing, which is a business development opportunity for members. To achieve the objective of reaching both Investors and prospective Investors, the Newsroom was designed to be an open site that can be viewed by anyone. To ensure there was a unique benefit for Investors, Co-Communications determined that submitting news would be an exclusive perk for Investors.
To guarantee visibility for news from both the Alliance and its Investors, Co-Communications created ‘The Daily Brief’ which delivers three news stories to Investors’ (and other subscribers) inboxes each morning, driving traffic back to the Newsroom to “read more.” To meet the needs of media, the Newsroom includes a dropdown menu for contacts, divided by Alliance Initiative. Each links to a short bio and notes specific expertise for each designated spokesperson. This allows media to easily find contacts while on deadline and to further their understanding of the Alliance staff’s depth and breadth of expertise.
Since launching in late fall 2012, the number of Investor News submissions has steadily increased. The accompanying ‘The Daily Brief’ launched with a 60% open rate and a 20% click-thru rate. The Alliance was so pleased with the interest in the Newsroom, that it replicated the Investor News submission functionality for the Founding Partners of its newest initiative, The Connecticut Health Council (www.cthealthcouncil.com). Co-Communications received a Gold Mercury Award from the Public Relations Society of America for the Alliance Newsroom in June 2013.
- Display Order: 33