Part 6 - Tess of the d'Urbervilles Audiobook by Thomas Hardy (Chs 38-44)
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When creating a piece of content for media outlets, there are many other communications channels the content can be shared across after it’s published online or in print. After celebrating an exciting placement, why not use the content in a variety of ways to get the most exposure out of it? Here’s a look at a successful cross-channel marketing campaign.
One of our clients, Vettec, sells its products only through certified dealers and has a strong awareness among farriers, the certified professionals who trim horse hooves and fabricate horseshoes. In order to grow its business, Vettec was looking for a way to increase brand awareness among horse owners and motivate them to ask their veterinarians and hoof care professionals about Vettec’s products.
Portavoce PR recommended that Vettec engage horse owners and utilize storytelling to educate them about important seasonal health concerns. We identified the following strategies to achieve this:
As part of the public relations plan, Portavoce PR works with Vettec to research and identify seasonal and health topics of concern for horse owners. With each topic chosen, Portavoce PR interviews a farrier or expert within Vettec about the issue. Building on research and interviews, Portavoce PR composes byline articles, press releases or news briefs that communicate the messages and include Vettec product points.
Once each piece is finalized, Portavoce PR either writes a targeted pitch letter for bylines and/or distributes the news to the horse sector media list. Portavoce PR works with editors to provide them with the full-length material, photos or any other information they need. The media placements ultimately help horse owners learn about new hoof care methods and products and understand how they relate to common conditions and issues in the equine indus