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...developing
our expertise — the hard way
One of
the cornerstones of our approach to public relations and marketing is
something we (and some of our clients) call "expertise
marketing." It's pretty self-explanatory when you think about it: A
communications strategy that's built around the thought leadership and experience
that's behind your product or service.
It's
especially relevant in today's environment, where people want less to
be "sold" and more to be educated and informed. You grow your
credibility and positive awareness if you add value by sharing what
you've learned along the way ñ without being so crass as to insert
heavy-handed commercialization into your underlying message. (more)
Borrowing credibility to build your brand
By
Judi Schindler
How did Roosevelt University in Chicago manage
to establish itself as a leader in real estate education some two
years before offering a single course in the subject?
The
answer goes back to 1999, when two prominent Chicago developers, Gerald E.
Fogelson and Marshall Bennett, each independently approached
then-President Theodore Gross with the suggestion of initiating an MBA
concentration in real estate through the Walter E. Heller Graduate College of
Business. (more)
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Making your mark with thought
leadership
By Sally Saville Hodge
Mention
the words "thought leadership" to most people, and their eyes
light up in understanding. Who doesn't want to be known for the
expertise and thinking they bring to the party?
It's a great linchpin
for a public relations program, particularly for concerns that are
selling something as intangible as knowledge. Over the years, we've worked
with numerous businesses that have used their thought leadership as a
basis for their marketing programs, often starting with media relations
and building on the credibility gained with public speaking, books,
newsletters and other custom publishing efforts, among other tactics
ñ almost always integrated for optimal effect. (more) |
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Tidbits
Since
Hodge Schindler formally launched on Jan. 1, 2007, we have
added eight new clients and continue to successfully compete for additional
business moving into the fall of this year and beyond. Our added
capabilities have also enabled Hodge Schindler to expand our relationships
with existing clients, including Kendall College,
Airport Express and Roosevelt University.
Our mix of bylined articles, media relations, marketing material
development and research is allowing our growth curve to expand faster than
initially anticipated. We look forward to reporting similar growth for
the second half of the year. (more)
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