How to Keep Winning in 2017
While 2016 was difficult for many, 2016, for our DC team here, was a banner year for the Washington, D.C. office of Environics Communications. Throughout the past 12 months, we’ve achieved numerous wins as we continue to guide our clients toward reaching their communications and business goals. Our wins include both traditional and digital media, and span a variety of industries, from women’s health to international development to actuarial science, and nearly everything in between.
At the top of our list of wins from last year was receiving four MarCom awards for our earned and social media campaigns. We were proud to win two Gold MarCom awards for our online placements on behalf of two clients -- the Association of Women’s Health, Obstetric and Neonatal Nurses (AWHONN) and the Casualty Actuarial Society (CAS). For AWHONN, we secured many placements throughout the year, but a crowning one was a placement in Cosmopolitan about the realities of labor and delivery, directly relating to AWHONN’s mission of promoting healthy births for both mothers and babies. Our media relations campaign for CAS resulted in more than 15 placements in top trade outlets and nearly 10 million media impressions over six months.
On social media, our holistic 12-month content calendar for The MasterCard Foundation resulted in growing their Facebook page’s community by 48% percent and winning a Platinum MarCom award for high levels of Facebook Engagement. On Instagram, not only did we launch the Foundation’s first account in early 2016, we also took home a second Platinum MarCom award for our work in developing and executing the #EnvisionAWorld Campaign on the page.
Another Facebook success was for our client Nutricia North America and our work on one of their brands, Neocate. Our strategic recommendations for the page’s content resulted in major community growth on Facebook, as evidenced by the 47.5% increase in engagements on the page when compared to 2015. We also provided front-line customer service resulting in a 100% response rate with minimal response time badge of under 30-minutes to parents and families in need.
After a year of success, it’s important to look back and reflect on what contributed to achieving these wins to keep the momentum going for 2017. Here are the major strategies that worked for us and that can be implemented in any office:
- Develop cross-platform campaigns but limit the focus to a few key themes, thus creating a “surround sound” effect. Running a campaign on multiple channels has multiple benefits: you’re reaching the audience wherever they are and presenting a consistent image for your brand. You’re also avoiding the risk of your content trying to perform against itself. Be strategic by crafting messages and posts individually for each platform to align with the best practices of the network.
- Successful campaigns require constant learning and course-correction. Your work isn’t done just because your campaign has launched. Pay attention to how the posts are performing and whether they’re resonating with the audience the way you thought they would -- if they’re not generating the expected results, it’s not too late to make adjustments. If they are performing well, make sure to pinpoint exactly which aspects of the campaign are contributing to that success.
- Take the time to dive deep and analyze what works and what doesn’t. A crucial component of improvement is taking the time to do an in-depth analysis of what went well, and what could have gone better. Own your mistakes and treat them all as learning moments. This way, you’re guaranteed not to make the same mistake twice. The ability to build upon previous success requires the understanding of why a certain tactic or strategy succeeded.
Moving ahead, our office looks forward to building upon our successes and following these key learnings to deliver successful campaigns for our clients. With a handful of 2016 wins behind us, we look forward to an even more successful 2017!
To learn more about our work for The MasterCard Foundation, read our case study here.
U.S. General Manager & Sr. Vice President
Mimi’s strengths lie in envisioning, implementing, and measuring the results of integrated communications strategies. While her high standards intimidate the friends of her two teenage daughters, Mimi’s tenacious nature means clients can rest easy. She has a passion for analytics and finding just the right word.