In our technological and socially pervasive world, Public Relations expertise is not an option anymore. Access to PR specialists has become essential to organizations from the smallest nonprofit to the largest publicly-traded, multi-national companies. Our PR Group specializes in simplifying and focusing communication with key publics. We solve communication problems. Our PR Director is APR accredited and requires the highest of ethical and professional standards from the agency’s public relations professionals.
Building a message your customer connects with emotionally is a challenge. A story powerful enough to motivate people to action or understanding, must consist of two seemingly incompatible things: emotion and data.
The MessageMAP creates the story that matters most to your audience – with proof provided – on one page.
- Control of your message on one page
- Your ReEnvisioned Story powerful enough for motivating people to action or understanding
- Messaging that can be used internally and externally, online, in printed materials, ads, marketing, for special events, employee meetings, community campaigns and more
- Session facilitation with key stakeholders
- Printed materials for distributing in your organization using with your audiences
- Collateral handouts with scanable, trackable QR codes
- Digital content for online use
- A story well-told, a conversation started, a change in perception, movement toward your goal
- MessageMAP is folded map-style so fits in a pocket
The MessageMAP helps you build the story that moves your audience emotionally enough to do something, think something, go somewhere, buy something…all on a single page.
Our Customer Stories
Better Beginnings – Launch Ceremony & Celebration
The Story: Better Beginnings was a new quality child care rating system for Arkansas operated by the Arkansas Department of Human Services (DHS), Division of Child Care and Early Childhood Education. DHS licenses, inspects and monitors all child care facilities. The purpose of Better Beginnings is to increase the availability of higher quality child care options for parents through a voluntary provider certification system. Better Beginnings had been in the development stage for years. When it was time to kick-off and introduce Better Beginnings to the child care providers and to key stakeholders, they hired The Communications Group to launch it. Child care providers across the state needed instructions on how to become a Better Beginnings facility. Most providers were anxious to participate because they saw it as an opportunity to provide better care and services for the children in their care. Others needed to be persuaded. Elected officials needed more information because state and federal funding helps pay for the program.
The Cast of Characters:
- Arkansas Department of Human Services, Division of Child Care and Early Childhood Education
- Arkansas Child Care Providers
- Business, Legislative and Stakeholder Community
Our Part in the Story: Just as the Better Beginnings program was methodically planned and executed, so was the program’s public launch. We developed an early childhood themed launch “celebration.” The day-long event was divided into morning and afternoon sessions to accommodate early childhood educators and providers, and the business, legislative and stakeholder community. We hosted two nationally recognized early childhood experts and authors, a panel of state commissioners, division directors and other advocates and coupled that with parents who had experience with the benefits of higher quality child care.
The Story Continues: Media results included: interviews with the Department of Human Services Communications Director on local radio station KUAR. The education reporter for the Arkansas Democrat-Gazette attended and published a story in the Sunday edition of the paper. The Northwest Edition of the Arkansas Democrat-Gazette and the Texarkana Gazette both published stories after the event. We reached out to the online community via “mom bloggers,” who ultimately provided additional coverage for the program’s launch. The majority of participants indicated in a post-event evaluation they felt comfortable explaining Better Beginnings to others. This was a significant increase from previous research findings where little was known and few could explain the program. We were responsible for providing:
- Special event development and management
- Event materials
- Speaker scripts
- Speaker scheduling and services
- Registration services
- Media relations
- Video concept and production
- Event evaluation and reporting
Our relationship continues with the Division of Child Care and Early Childhood Education and Better Beginnings. We are proud to be part of the partnership that has taken the once-unknown and often misunderstood quality rating system and helped it become a recognized brand and sign of child care quality.
Arkansas Soybean Promotion Board – Kitchen|Fields Table Tour
The Story: The Arkansas soybean industry is a $2 billion industry in the state and every soybean farmer pays into the commodity’s “checkoff” program. Those checkoff funds are administered by the Arkansas Soybean Promotion Board (ASPB), which invests them in 1) research, 2) promotion and 3) education.
The Cast of Characters:
- Arkansas Soybean Promotion Board
- Arkansas Consumers
- Locally-owned Arkansas Restaurants
- Arkansas-based Food Writers
Our Part in the Story: The Kitchen|Fields Table Tour (KFTT) is an educational program our team developed for the Arkansas Soybean Promotion Board in 2015. The KFTT promoted soy foods and soy-fed protein such as pork, beef and chicken to Arkansas consumers. The strategy was to provide facts that connect featured dishes to the Arkansas soybean industry in a restaurant setting. We wanted to help Arkansas consumers connect soy consumption and soybean farmer support.
Our team based the KFTT around a partnership with four locally-owned restaurants – South on Main, J Town’s Grill, The Hive and The Southern Gourmasian – located in three key markets of the state. Each restaurant’s head chef featured and promoted a specially created soybean-inspired dish for one quarter of the year and we promoted the schedule of featured soy dishes as a dinner tour. We launched the KFTT with an invitation-only dinner event that featured special guest speakers and an exclusive guest list of Arkansas-based food writers and food-focused influencers, including a recent finalist in the prestigious James Beard Award competition.
ASPB had access to secondary, formal research from the United Soybean Board (USB). This research consistently indicated that consumers were unaware that they frequently consume soy foods through animal protein and soy-based products, like vegetable oil. Our team spent time talking with consumers about the farm-to-table movement and determined from those interviews that the term farm-to-table was overused. We used that data to influence the branding of the Kitchen|Fields Table Tour.
Our team coordinated production of four short videos featuring each restaurant partner preparing their soybean-inspired dish. A playlist was created on ASPB’s YouTube channel and each video was featured on the board’s website under the Soy Living section. Our team promoted each restaurant partners’ feature dish and video on the board’s Facebook, Twitter and Instagram channels to drive views and website traffic.
The Story Continues: In less than 24 hours after the program launch, the official KFTT hashtag, #ARSoySupper, reached over a quarter-million Arkansans – which only accounted for the earned media coverage generated during the event. In June 2016, the Kitchen|Fields Table Tour wrapped up its first year and, to date, our exposure has extended to over 3 million people in Arkansas through paid and earned media coverage. To keep up with the Kitchen|Fields Table Tour restaurant partners and feature schedule, visit TheMiracleBean.com.
Arkansas Behind the Badge – Campaign Launch
The Story: Every day, several thousand law enforcement officers in Pulaski County put on a badge and commit their lives to the protection of our communities. The timing for this campaign coincided with an unprecedented level of negative media coverage nationally about police-citizen interactions. We developed Arkansas Behind the Badge as a public service campaign to show support for law enforcement officers who are keeping Pulaski County safe every day.
The Cast of Characters:
- Three Law Enforcement Agencies – Little Rock Police Department, North Little Rock Police Department and Pulaski County Sheriff’s Office
- Media Partners – KATV Channel 7, iHeart Radio and Lamar Advertising
- Simmons Bank
- Positive Impressions by John Festa
Our Part in the Story: Our team used media relationships and creative partners to build a multi-channel public service campaign at no cost to the three law enforcement agencies.
Storytelling is the core of our brand, so we chose a creative approach that involved powerful and personal stories of the officers who protect our community – in their own voices, unscripted. We recruited and successfully built a coalition with three law enforcement agencies – Little Rock Police Department, North Little Rock Police Department and Pulaski County Sheriff’s Office – to produce the elements of the campaign. We used the officer testimonials to develop a media campaign that reached Pulaski County and beyond through digital outdoor, television and radio spots. Our team worked with media partners in the market to earn 12 month commitments for placement of digital outdoor, radio and television spots in primetime.
In December 2015, we launched Arkansas Behind the Badge with a press event held at the state capitol in Pulaski County. Our team developed customized media kits for each journalist who was invited to attend the event and provided them via flash drive. They contained elements of the program, including still photography of featured officers for use in developing news stories following the launch event. We pitched local media outlets via phone calls and emails, as well as distributed an invitation and media advisory leading up to the launch event.
Arkansas Behind the Badge campaign elements included:
- Public relations
- Special event management
- Media relations
- Television and radio spots
- Website development
- Bumper stickers
- Digital outdoor boards
The Story Continues: The first 24 hours after the Arkansas Behind the Badge launch accounted for impressive earned and owned channel metrics:
- Earned media coverage: 51 earned news stories in print and broadcast media
- Social media reach: 775,885 gross impressions
- Campaign website: Over 600 unique visitors accounted for more than 2,000 page views
One-year after the campaign launch, KATV Channel 7, Lamar Advertising and iHeart Radio donated 945,642 spots, valued at nearly $500,000. In 2017, Signal Media became an Arkansas Behind the Badge media sponsor. The radio spots can be heard on The Point 94.1, 103.7 The Buzz and 106.7 The Ride.