When the Marine Corps needed a few good PR folks to provide strategic communications support for its annual Marine Week activities, the brass turned once again to the crack team at MP&F Public Relations.
For the second year in a row – Nashville in 2016 and Detroit in 2017 – MP&F provided the Marines with a wide range of services, from event logistics and execution to advertising to media and community relations, as part of an integrated campaign promoting the Corps’ largest outreach program of the year. Throughout, we analyzed and reassessed to see how we could adjust and continue to improve.
As we begin our 31st year in business, we wanted to look back at a few projects that showcase some of our work from the best year in company history. And we also wanted to say thank you to all of our wonderful clients. It’s a privilege to work alongside you as strategic partners.
Marine Week Detroit (An MP&F-created website) / Integrated Communications
We were strategic communications partners and managers for the U.S. Marine Corps on its largest community relations event of the year, Marine Week, for the second year in a row. Our campaign was fully integrated in that we used earned, paid and owned media, and community relations to build brand awareness, crowd-build and drive engagement.
The numbers can speak to the high level of success:
(1) The campaign created 564 stories on television, on radio, online and in print.
(2) In total, our campaign generated 559,628,267 earned media impressions.
(3) The digital campaign generated 4.3 million impressions, which far surpassed the previous record of 3.2 million we set for 2016 Marine Week in Nashville.
Uncle Nearest / Media Relations
Pitched and coordinated interviews with The New York Times, NPR’s “All Things Considered,” “CBS This Morning” and USA Today/Tennessee Network.
- The New York Times – https://www.nytimes.com/2017/08/15/dining/jack-daniels-whiskey-slave-nearest-green.html?_r=0
- NPR’ “All Things Considered” – https://www.npr.org/2017/09/03/548342180/nearest-green-the-man-who-taught-jack-daniels-about-whiskey
- “CBS This Morning” – https://www.cbsnews.com/news/nearest-green-slave-who-taught-jack-daniel-how-to-make-whiskey/
- USA Today/Tennessee Network – http://www.tennessean.com/story/money/2017/07/20/ex-slave-who-trained-jack-daniel-gets-new-recognition/496427001/
- StyleBlueprint – https://styleblueprint.com/everyday/fawn-weaver-faces-south/
Nashville After Zone Alliance (NAZA) / Website Development
Our creative services department worked alongside NAZA leadership to design and develop the organization’s website.
National Public Education Foundation (NPEF) (An MP&F-created website) / Video
Led several high-level projects throughout the year; but for the purposes of this post, we wanted to share three videos that we created:
Hankook Tire / Event Management
Worked with Hankook’s South Korean and North American corporate communications team to coordinate and manage the grand opening of Hankook’s $800 million plant that employs 1,000 people in Clarksville, Tenn.
State Collaborative on Reforming Education (SCORE) / Advertising
Our team developed and executed a statewide monthlong teacher recruitment and empowerment campaign, Teach Today. Change Tomorrow. The plan involved creating a campaign-specific website, producing collateral materials, launching social media channels, media pitching, recruiting a group of educators/administrator ambassadors for testimonials, and launching an extensive paid media campaign. We advertised on Google, Facebook, Instagram, Pandora and on analog radio. All campaign pieces and resources remain in place as SCORE continues Teach Today. Change Tomorrow.
We wanted to drive prospective teachers to the website to learn more about this noble profession. The results were impressive:
- Over the course of five weeks, the site totaled more than 21,273 sessions and 78,176 pageviews.