Below are some sample case summaries of the kinds of results we’ve been able to deliver to clients, and how we contributed to their success. Click on the titles in the following list for direct links, OR scroll down to browse the examples.

• Peace Corps: reintroduce brand and improve volunteer recruitment
• Volunteers of America: identity/branding campaign
• Nextel: regional launch campaign
• World Resources Institute: reputation research and assessment
• Hostelling International: improve member retention
• National nonprofit organization: membership relations program
• Mass Dept. Public Health: public education/media relations campaign
• MORE: a brief list of other cases available on request

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Peace Corps
Reintroduce Brand and Improve Volunteer Recruitment

Situation Peace Corps needed to reintroduce its brand and messages to the American public, to revitalize its image and improve recruitment of qualified applicants.

Challenge and Approach The mission of peace and sustainable development was not being consistently presented across the country: focus on recruitment was yielding too high a percentage of under-qualified applicants. GSC conducted a comprehensive communications audit (internal and external) of messages, materials, and methods, as well as current recruitment, public affairs and media relations programs, and conducted target audience focus groups across the country. We used our findings and analysis to develop an integrated marketing and public outreach program with consistent, prioritized messages, media relations, advertising and public service campaigns to reintroduce the brand and recruit for specific skill sets.

Results Within two years, Peace Corps’s national visibility was substantially raised with the general public, gatekeepers and opinion leaders, and the campaign generated a 50% increase in the number of qualified applicants.

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Volunteers of America
Identity and Branding Campaign

Situation This highly regarded national human service organization, with over 39 affiliates and facilities in 43 states, was one of America’s “best kept secrets,” in part because the variety of regional messages lacked continuity.

Challenge and Approach Through a communications audit, extensive interviews and stakeholder research, we crafted an integrated communications and marketing plan. To clarify the brand and build internal commitment, we developed and led a day-long retreat for the communications and public affairs advisory group representing affiliates, national board members and national headquarters staff. We led the group through a discussion of focus group and public opinion poll findings, and focused on areas of agreement. We created and facilitated a series of breakout group exercises designed to move small groups to consensus through incremental steps.

Results The retreat resulted in a consensus-based positioning statement that branded the organization’s distinctive mission and approach, and several tiers of supporting messages that became the core of its communications plan and outreach. Benchmark research showed that national aided awareness of Volunteers of America increased from 8% to 14%.

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Nextel
Regional Launch Campaign

Situation Nextel cellular communications had been successfully launched on the Pacific coast and in the Midwest, and was being brought to the Boston market. It was a new entry in a crowded field, and it needed to launch the service regionally to make a splash and maintain continuity with the messages used in other regional roll-outs.

Challenge and Approach We conducted a quick review of market data, outreach plans and roll out in other regions, and recommended that Nextel focus its initial message on businesses with multiple operatives on the road, concentrating on its distinctive instant conferencing (walkie-talkie) feature as a management boon. We developed an integrated campaign including media relations, public relations and direct marketing. We wrote a backgrounder on cellular technology to educate the telecom and business press on digital v analog technology; a media kit including fact sheets, Q &A, technical diagrams of cell towers, dishes, coverage maps, and testimonials from reference accounts; and a series of news releases, cover letters, story idea letters and talking points for building relationships with regional business and trade publications.

Results Our recommendations differed significantly from the advertising-led roll outs in the Midwest and West, and Nextel followed our plan and captured significant coverage by focusing on mobile fleets and instant customer problem resolution. The campaign resulted in extensive, positive media coverage by editors, reporters and producers of business, technology, and science media, for a successful launch.

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World Resources Institute
Reputation Research and Assessment

Situation The World Resources Institute (WRI) advances sustainable development through partnerships, research and programs in the US and developing countries. Its primary target audience had been a core of 100 elite environmental and development decision makers and opinion leaders.

Challenge and Approach To explore the feasibility to expanding WRI’s outreach to a broader audience as a more publicly visible institution, we conducted a reputation audit, interviewing 100 high-level CEOS, Executive Directors and elected officials. Using a series of interview questions we developed, we explored how they perceived and characterized the organization, its mission, goals, role and strengths, and their counsel for target audiences and future directions. We analyzed the results and presented a report and strategic communications plan to WRI leadership and staff, identifying what would be involved in reaching and engaging a more diverse, heterogeneous audience.

Results After careful review and consideration of the options and resources, WRI reconfirmed its commitment to an elite leadership audience, and renewed and refined its efforts to communicate with them more frequently and effectively.

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Hostelling International-American Youth Hostels
Improve Member Retention

Situation HI-AYH had an unusual conundrum: its members weren’t its clients, and its clients weren’t its members. US members didn’t use domestic HI-AYH facilities, but used their memberships when traveling abroad: and those who did use US hostels were foreign visitors who belonged to HI in other countries.

Challenge and Approach Communications had evolved to target visitors rather than residents. HI needed to add value to membership and promote use of American hostels. Through a communications audit and extensive research with stakeholder groups, we were able to create a plan that integrated message strategy, better coordination and messaging for internal and external communication, and new channels for communicating with members about benefits in the States.

Results Within a year of launching the new campaign, domestic member renewals increased over 20%, membership applications increased, and AYH member use of domestic hostels increased substantially across the country.

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National nonprofit organization
Member Relations Program

Situation An established national, faith-based membership organization working for world peace and social justice needed to update and revise its bylaws and articles of incorporation in order to adapt to changing technological, cultural and development opportunities. One change required a majority vote by members, the other a two-thirds vote, at an upcoming annual meeting.

Challenge and Approach The members had been content to support the board passively, and voter turnout was historically low: members needed to be engaged and mobilized around the vote to be taken at the meeting or by proxy. In three months, the organization needed to inform members, address their questions and concerns, and earn their support to streamline the organization. Working closely with the board, we interviewed members and developed messages to explain the issues in context, illustrate the benefits of the proposed changes to the organization, and redefine the role of membership. We researched the issue and developed clarifying messages and an integrated approach. We created direct mails, voter information packets, and proxy/ballot materials; wrote an article for the newsletter; created a voter information section on the web site; set up a telephone hotline and e-mail mechanism for getting questions answered; provided coaching to the board, and provided talking points for face-face discussions with members at the annual meeting.

Results Members responded in record numbers to the opportunity to interact with the organization and the board. New channels of communications were opened up, and both measures were passed by substantial margins by members attending the meeting and by proxy vote.

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Massachusetts Department of Public Health
Osteoporosis Prevention/Education Campaign

Situation Osteoporosis is perceived as a problem particular to elderly women, although it can be debilitating to people at any age, depending on diet and lifestyle. Mass DPH needed to develop a preventive educational program to help people unlearn their assumptions, and relearn healthy behavior.

Challenge and Approach MPDH needed to create a program that got the best reach for the money to raise public awareness of the risks and realities of osteoporosis and teach preventive measures for strong bones. We began by reviewing national research on assumptions, misconceptions and information about osteoporosis, and Massachusetts health demographics. We developed an integrated campaign around a series of powerful messages aimed at different audiences, united under a single theme. We developed and facilitated a statewide health forum and a Boston-based event with speakers and individual cases testimonials; developed and implemented public affairs outreach with Mass. opinion leaders, public affairs editors and producers; conducted monthly media outreach with story idea letters, releases, features and resources; created a PSA campaign for radio and print; set up of an 800 number to track responses; and documented all media coverage and content analysis.

Results In a nine-month period, we generated 19 news stories and 35 soft news stories; two major features in the leading daily newspaper and top-rated TV news program; reached over 500 people through local health and educational fairs; generated attendance of 300 people at the event; secured features on five TV public affairs programs and one radio program; and generated over 1500 calls to the hotline requesting information, building a data base for future events and outreach.

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MORE
These other case summaries are available on request:

• Badger Engineers: stockholders exhibit and branding collaterals
• The Brain Tumor Society: integrated communications campaign, identity/development/annual report
• City of Boston Office of Civil Rights: revised Fair Housing manual
• Gro Group: strategic goal-setting and business planning
• Health Quarters: market research and communications plan
• Hydro-Québec: integrated public affairs and media relations campaign
• Integral Management Consultants: identity campaign and marketing program
• Interstate Renewable Energy Council: media relations for 100 affiliates
• MA Dept. of Environmental Protection: Statewide summit and campaign on new auto emissions program
• MA Environmental Trust: program report and collaborative workbook
• Miller Wachman: identity/marketing brochure
• National Association of REALTORS: stakeholder research and internal communications plan
• Northeast Energy Efficiency Partnership: communications audit and plan
• Pelham House Nursing Home: White paper for education and outreach
• Sales Staffers International, Inc.: branding and marketing collateral
• Volunteers of America: Christian Identity Workbook

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