Perspectives

The challenge was simple - create positive sentiment to counter 100 million dollars of negative advertising, misinformation and PR from the petroleum industry and develop support for an advanced biofuels industry that didn't yet exist. On a budget.  In 2010, the principal at Coherent Marketing planned, developed and implemented an  integrated media campaign with a new website, digital and social media, participation by the general public, and public service announcements on TV.  By the end of the campaign, the campaign had achieved some impressive results:

  • More than 100,000 people visited the booth where the campaign was launched during the 2010 State Fair
  • 550 unpaid green-screen video endorsements by the general public in three thematic areas - biofuels are good for the economy, environment, and strategic security
  • Twelve 30 second PSAs were created from the video endorsements that were seen by more than 80% of North Carolina residents.  Airing them during March Madness helped, too.
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The principal at Coherent Marketing launched and branded the Biofuels Center of North Carolina and as part of the organization's communications goals obtained and led a federally funded American Recovery & Reinvestment Act public education campaign about cellulosic biofuels in North Carolina.  He drafted the campaign plan and led a small team of contractors to implement the plan between the end of October 2010 and April 2011 and despite a highly compressed timeline, successfully managed an integrated media campaign that generated millions of positive interactions about advanced biofuels. 

The campaign began with a green-screen booth at the NC State Fair that solicited unpaid endorsements about biofuels from the public.  Using talking points, more than 550 videos were generated over the 10 days of the show at an average of one every 10 minutes from the approximately 100,000 people who visited the booth.   Within 24 hours of being shot, the greenscreen videos were edited and uploaded with appropriate metadata to a new dedicated biofuels Youtube Channel and embedded on searchable pages on the NC Biofuels campaign website. 

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We have assisted the Advanced Manufacturing Alliance develop and implement a strategic approach to its communications infrastructure, branding, and develop common messaging among the partner organizations.  This is a key element for consortiums where members have disparate brands, strengths and priorities. We developed a website with partitioned user access for the 10 community colleges, file storage and transfer capabilities for curricula and video, and a built-in browser-based video conferencing capability to ease interactions among colleges widely dispersed across North Carolina.   Already, searching for "advanced manufacturing, NC" shows the Alliance at #1 in Google.  Coherent Marketing was selected for this project, which is the larget single grant to a community college in the 50-year history of the North Carolina Community College System.  We have provided guidance on how to effectively post updates on progress, thereby positively impacting student recruitment, economic development positioning, Google ranking, search visibility and transparency with the grant funders, the US DOL.

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From Our Blog

  • Cost-effective content marketing

    Fresh content on a website is one of the most important ways search engines rank where you will be found - on page one, or buried.

    Content marketing uses online content to increase the visibility of an organization and is an effective marketing method. Done right, it can help you get to page one.

    Many organizations have experienced staff, provide good services, and have everything needed to create great content with the regularity needed for this kind of marketing, but find it difficult to do so. We can solve that for you. We will turn what it is you do into effective web content. In short, we make content marketing easy for you. Contact us to find out about our rates and to discuss how we can help.

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  • Consortiums, initiatives, associations and partnerships

    They all have the same challenge - and advantages. They require everyone to get in the boat, to row in sync together, and to row in a shared direction.

    Integrated Media Strategies has more than a decade of experience working highly successfully with these kinds of communications projects. We have spent hours in committees getting groups of people to come to agree on shared areas where strategic positioning of messaging can benefit all parties. And then working with those partners to implement the communications tactics to make it all work. We like herding cats.

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  • Integrating Communications

    Many organizations are facing the current communications revolution with teams organized to create and disseminate information and grow business for what worked as little as two years ago.

    Coherent Marketing can assist organizations either set up new integrated digital communications structures or help transition communications teams.  This communications revolution is not just about technology, but the way in which organizations should be conceptualizing content, leveraging opportunities for new niche audiences and new business, vetting material, distributing authentic communications, archiving material and reviewing metrics. Social and digital media have empowered people to be able to easily talk about you and share their opinions and experiences. And that includes future clients as can also be deliberately negative from your competition.

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