Case Study: Aubrey Daniels International

• Generate awareness quickly for a venerable but low-profile, established consulting firm in a competitive market
• With little hard news and a virtual institute and books as resources, attract ongoing attention from general business media and outlets covering key industry or vertical sectors (e.g., banking, safety and human resources)
• Create a steady flow of compelling story lines and messages

• Use institute launch and book publication, as well as external news and trends, to showcase client’s distinctive, innovative approach and success
• Position company and its namesake founder and other leaders as experts with smart, contrarian insights on improving business performance
• Use a multifaceted, multichannel strategy of message development, media targeting and outreach, content development and event promotion -- spanning print, digital, broadcast and social media

• Secured 40 media placements in 14 months, averaging about 3 per month, including coverage in Bloomberg Businessweek, Fast Company, Chief Executive, SmartBlog on Leadership, American Banker, Professional Safety, Human Resource Executive and Talent Management
• Interviews with media including The Wall Street Journal
• A surge in social media presence (e.g., with LinkedIn posts for company founder producing 500 new contacts in a 1.5-month period alone and one post generating nearly 36,000 views)
• Thousands of additional website visits, including traffic from many potential customers