Case Study #1
The Dan Eldridge for Washington County Mayor Campaign
An unknown candidate who had never held public office seeks the position of County Mayor in Washington County, Tenn. (This administrator position is called County Executive in most states.) He calls on MarketingMel to help him with this major public relations endeavor.
MarketingMel set Dan Eldridge on a course of personal brand building and name recognition through social networking, initial logo and brand creation, media tours, web site creation, and special event opportunities Eldridge, a highly successful local businessman was considered the “dark horse” from the start. A youthful forty-something entrepreneur faced a formidable gray-haired career politician in a Republican primary that would be a winner-take-all contest May 4, 2010. (There was no Democratic opponent.) Given these odds social networking was imperative and MarketingMel built his brand via Facebook, twitter and YouTube. In-person events were key including neighborhood gatherings in individual’s homes in the city and larger facilities in the county gatherings. Dan worked extremely hard for the win (shaking hands at the polls until their 8 pm closing) and attending most every event in the county and city. Many observers said he “was everywhere.”
Dan garnered 51% of the vote with the other two opponents taking 35 and 14 percent. Dan was sworn in as Mayor of Washington County September 1, 2010.
Case Study #2
Kim Addelman and Ron Remollino: Real Estate Professionals in Buffalo, New York
Kim Addelman, a real estate professional in Western New York wanted to raise her online visibility. Kim and Ron had an outdated web site that was all but impossible to maintain and manage. Their website scored very poorly on an objective website grader due to many flaws including its lack of update-ability. While Kim had personal Facebook and LinkedIn pages she was using them very little. She knew she had to increase her visibility and create business presences on Facebook and twitter.
MarketingMel helped Kim create her personal brand in the digital space.
Kim turned to MarketingMel to help her with both her social networking and her web presence.
MarketingMel created an easy to use WordPress web site http://www.villagehomesales.com/. Kim selected the appropriate Realtor friendly template. Marketing Mel trained Kim and created a WordPress guide for her use.
Kim could now easily post new home listings, etc.
Kim had already created both her niche (the village of Williamsville) and her brand (the Village waterfalls) MarketingMel highlighted both of those by coaching Kim in a Facebook business page creation http://www.facebook.com/LivingInWilliamsville, better use of her personal Facebook page and in her use of twitter http://twitter.com/#!/kimaddelman
Kim’s objective web site grader has improved by more than three times. Visitors to Kim’s web site were up 60 percent in the month after it went live. Kim now easily updates her web site and new home listings. Kim’s clients ask to be placed on her “pretty” web site. Kim says, “I hired Mary Ellen Miller of “Marketing Mel” to coordinate our personal branding, social media and public relations marketing. Her work was outstanding! She is the BEST in the business!”
Case Study #3
The John A. Bullington Company: Awareness Building for Repeal of a Legislative Issue
John Bullington a well-known appraiser and former Chair of the Tennessee Real Estate Appraiser Commission called on MarketingMel to help him with a pressing publicity matter.
New York’s then Attorney General Andrew Cuomo had backed a new series of regulations for Fannie Mae and Freddie Mac, the Home Valuation Code of conduct (HVCC) which turned out to be damaging to professional appraisers like Bullington.
John Bullington turned to MarketingMel to help him with his public relations needs. Bullington wanted to get the word out that, while well intended, the regulations were actually hurting the cause of legitimate real estate appraisers. Simultaneously the HVCC was helping unscrupulous appraisal management companies.
MarketingMel performed extensive market research into the HVCC. The first phase of a multi-phased communications strategy was to make the public aware of the issue (via a news release issued on Marketwire) and to show consumers that the new law was hitting them directly in their wallets. In addition to raising awareness of the issue people were encouraged to sign a petition calling for repeal of the HVCC at http://www.hvccpetition.com/. (MarketingMel also created presentations for future public speaking engagements for John Bullington and letters to bankers for potential use in later phases of the awareness building campaign.)
The news release gained national attention. It was picked up by Fox news and outlets as far away as Spokane, Washington. A few links to the many places the story ran are listed below.
Bullington used that publicity as a springboard toward forming a new anti-HVCC group in Nashville that helped repeal the legislation in Tennessee. “Without the publicity MarketingMel was able to bring to this issue the repeal might never have happened,” said Bullington. “I was extremely pleased with her work. I would recommend her public relations know-how to other business professionals and I will use her services again in the future.”