Case Study: Panther Expedited Services
Situational Analysis
Panther Expedited Services (PES) wanted to highlight their company through focusing on its unique offerings specific to the shipping industry. Crosby~Volmer organized a communication strategy and began a media campaign highlighting Panther in order to gain recognition of industry leadership.
Objectives
- Highlight PES' unique offering in the shipping industry through media placements
- Establish PES' executive staff as subject-matter experts
Target Audience Analysis
In order to reach important decision makers, Crosby~Volmer targeted shipping industry trade publications to ensure that those in the shipping industry would see Panther as an industry leader through third-party validation by the media.
Strategy
The strategy for releasing information about Panther was centered on media placement. Conducting thorough audits of the media and publications covering the shipping industry helped gain exposure. Panther was able to gain media exposure and additional recognition in their field. Consulting Panthers executive staff was critical in being able to identify opportunities for Panther. This information developed the process for identifying opportunities and providing effective communication about Panther.
Execution
Crosby~Volmer developed a comprehensive pr initiative, developing collateral to introduce PES to industry media outlets as well as general consumer media. Crosby~Volmer worked with PES to make public a key acquisition resulting in media coverage in major dailies, industry publications and syndicated news outlets. As a result, PES took a positive message to new audiences, establishing a foundation for new business.
Results
During the six month period, partnered with Panther, CV was able to achieve a substantial increase in the amount of media coverage on behalf of Panther. The communications strategy on behalf of Panther came to fruition with a cover story for the CEO of Panther in a leading industry trade publication.
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