Prosper Communications has worked with companies ranging from entrepreneurial start-ups to Fortune 1000 brands, including Barnes & Noble College Booksellers, Canon, Hooked on Phonics, IBM, Kraft, Michael C. Fina, and others. Our strategic programs have helped generate awareness and educate consumers, businesses, employees, and business partners. We blend traditional PR, creative storytelling and solid news instincts with contemporary inbound marketing: search engine optimization, social media, content marketing and blogging. Our approach is built upon a high quality foundation and subject matter expertise, and that’s how we get our clients where they want to be — in front of the key audiences that are looking for their products and services.
Executive and Employee Communications
We have worked with IBM both as an on-staff senior level communications specialist and as a consultant. Our experiences are diverse, including media relations, executive and employee communications. We have supported high ranking business leaders, providing counsel and execution of quarterly earnings presentations, script writing, divisional updates/enewsletters and employee sales event and speaker planning. We have managed significant product launches and served as a corporate journalist and intranet content developer and editor.
When Kraft IS Innovation Group rebranded their organization to The B.U.I.L.D. Group, a team that identifies, researches and champions new innovation ideas, they wanted to reach and influence employees to utilize this new organization and the group’s web-based innovation portal, Innovation SCAPE. Lisa Kaslyn developed a comprehensive internal launch strategy that involved multi-tiered communications and key executives across the organization as influential levers. Working with a design team, an informational pamphlet was also developed, which the group was able to use to generate extended awareness at key internal events. The collateral was also sent to key executives in the company who were designated as social influencers and leaders to get them on board as advocates.
ExpertFlyer, a travel service company that helps air travelers get out of the “middleseat” and leverage their frequent flyer miles more effectively, hired Prosper Communications to help develop a content and social media strategy that would complement PR efforts.
Challenge: Improve ExpertFlyer’s findability and strengthen the company’s authority as a subject matter expert in the travel industry; improve social media engagement.
Solution: When Prosper started working with ExpertFlyer, the company had a Typepad blog that was not on the site’s domain and, therefore, not offering ExpertFlyer.com any SEO benefit. We recommended a migration to WordPress with an integrated blog and hybrid SEO Content+PR Strategy strengthened by social media.
Results: Over the past three years, we have escalated blog traffic by double digits and social media by triple digits. In 2012 alone we saw an 83% increase in Blog traffic. The number of blog visits via Google spiked 228% the same year, and Facebook referrals also grew tremendously at 232%. ExpertFlyer’s social media follower/fan-base increased dramatically from 2012 to mid-2013: Twitter up 113% to nearly 4,200; and Facebook increased by 479%. Our strategy also complemented PR efforts by helping to create an entreé for ExpertFlyer’s founder with numerous high level executives and influencers from leading travel related organizations.
Charles Doyle, president of Coin Replicas, is an entrepreneur and artisan specializing in the unique craft of ancient and historic coin replication. Mr. Doyle retained Prosper Communications to help develop his brand, website and officially launch his online ecommerce business.
Challenge: Reach niche audiences interested in coin collecting, history and art via online and offline public relations. Optimize the Coin Replica website, so that consumers searching for ancient and historic coins and coin replicas would find CoinReplicas.com.
Solution: A hybrid SEO-PR Communications plan was developed that was executed in two phases. Phase one was website design, content development and search engine optimization; Phase two encompassed the SEO-PR launch, which included strategic story angle development, social media and blog setup, media list building and extensive outreach to secure offline and online exposure and inbound links.
Results: Search Engine Optimization played an integral role in the design and content development of the CoinReplicas.com website. The content and story angles we developed and placed served to generate more than 700 media placements, including feature articles in the top two coin collector magazines in the U.S., which generated qualified traffic and sales leads. SEO efforts placed CoinReplicas.com on page one of Google, Bing and Yahoo for the terms, “coin replicas” and “coin reproductions.” Even after two years, the site continues to enjoy page one placement on the major search engines for those terms.
Autism on the Seas
Prosper Communications was retained by Autism on the Seas (AotS), a niche travel company that fills the void in travel options for families with special needs children. We developed and executed a six-month integrated PR and social media campaign. The program’s success resulted in an extension of the campaign to nine months.
Challenge: Generate national exposure and awareness for AotS among families with special needs children. Clearly communicate that AotS is the ONLY truly adapted vacation option for these folks to getaway like typical families and not feel out of place, fearful or embarrassed because their family and child are different.
Solution: We developed an aggressive PR and media outreach campaign to generate publicity in national autism and special needs parenting publications. We built relationships with key autism advocacy groups and engaged daily with fans on social media to connect with this closely knit group of special needs parents.
Results: We achieved more than 450 online press release placements reaching hundreds of thousands of consumers and valuable inbound links for SEO. Our feature placements, included publicity in top autism and special needs media outlets, as well as significant coverage in travel and news outlets, including Family Circle, Exceptional Parent, Age of Autism, SpecialNeeds.com, ParentingSpecialNeeds.com, AutismRadio.org with Paul Cimins, Royal Caribbean Blog, All Things Cruise, “Taking the Kids” (Eileen Ogintz nationally syndicated column), CruiseJunkie.com, et al.
Social media activity primarily focused on building Facebook fans and engagement. We nearly doubled AotS’ Facebook fan base in six months, moving from 3,500 at the start to more than 6,000. Proper influenced several important autism groups and thought leaders on behalf of AotS, including Dynavox Mayer, OxyHealth, National Autism Association, Autism Speaks, Dr. Stephen Shore, associate professor, Adelphi University and author of “Autism for Dummies,” Dan Marino Foundation and more. We asked and received support and exposure across their communications channels, including newsletters and social media.