Cramer-Krasselt’s integrated, marketing-driven approach to public relations continues to win top industry awards.

MarTechSeries – July 17, 2018

Leading integrated marketing agency Cramer-Krasselt (C-K) won eight industry awards for its public relations and social media work last month. The awards highlight C-K’s data-inspired, real-time, tech-integrated approach to telling clients’ stories globally across multiple relevant channels.

The awards range from local to national recognition, including two Silver Anvil awards recognizing C-K’s global campaigns. The Silver Anvils are sponsored by the Public Relations Society of America (PRSA) and recognize the best in strategic public relations planning and execution – also referred to as the Oscar of the public relations industry. In addition, C-K received a Best of Show mention for receiving a perfect score, a first-ever, on behalf of the PRSA Chicago Skylines. The PRSA Chicago Skylines is a local extension of the PRSA Silver Anvils, recognizing exceptional communications programs in Greater Chicago.

“Being recognized at the highest level, for global achievements, demonstrates the impact our philosophy and approach to PR makes for our clients,” noted Karen Seamen, president and COO of C-K. “It’s because of our results-oriented mindset and the great people at C-K that we were also recognized by the Effie organization as one of North America’s most effective independent agencies in 2018.”

At C-K, PR and social media are not a single-focus discipline only emphasizing earned media or one-way communication. The PR and social media practice, like all practices at the agency, is linked in the marketing mix because today’s consumers don’t get their information in silos and, to engage them, brands must follow suit.

Details for the agency’s eight public relations honors include:

  • PRSA Silver Anvil: Integrated Communications, B2B for Cotton Council International
  • PRSA Silver Anvil Award of Excellence: for Global Communications for Cotton Council International
  • PRSA Chicago Skyline: Program Award for Integrated Communications, B2B for Cotton Council International, “The Cotton the World Trusts”
  • PRSA Chicago Skyline: Finalist in Best of Show for Global Communications for Cotton Council International, “The Cotton the World Trusts”
  • PRSA Chicago Skyline: Project Award for Best Use of Social Stories for Knott’s Scary Farm, “Nightmares Never End”
  • PRSA Chicago Skyline: Award of Excellence for Media Relations – Consumer Services for Cedar Fair, “Celebrating Found Seasons of Fun”
  • Publicity Club of Chicago: Golden Trumpets Award for Social – Video for Knott’s Scary Farm, “Nightmares Never End”
  • Shorty Awards: Finalist for Social – Brands & Organization for Knott’s Scary Farm, “Nightmare Never Ends”

“PR is ever-evolving,” said Mary Gura, Senior Vice President, Director of Public Relations and Social Media, C-K. “Our proprietary public relations and social media approach is focused on creating strategies and tactics that complement and enhance the rest of the marketing mix. This creates real business results for brands and makes our work award winning.”

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M/H Partners with Staples for Back To School Campaign Does back-to-school shopping stress you out? Are you in need of some school-supply serenity? Look no further than Staples. We’re thrilled to work with the retailer on its latest campaign, launching this week. Back-to-school shopping can be chaotic for parents and kids, with retailers often running out of […]

Defining Your Online Brand In 2018

Building a brand is no easy task. A lot of people assume that their brand is just a logo or a specific selection of colors, but the truth is that there’s so much more to it than that. A brand is actually a company’s reputation – the things that people think about them, and the image that they have both online and offline. In today’s digital world, every company has a brand whether they like it or not. A world of review forums and social media channels means that there’s a constant conversation happening about today’s businesses, and the only way firms can set themselves up for success is to take control of their brand image. Here’s how groups can define their brand in 2018.

1. Begin with an Online Audit

The first step in effectively defining a brand, is figuring out what people are already saying about the company in question. Unless a business is brand-new, it probably already has some reviews and information lingering online. Conducting a quick google search and using social media listening tools can allow companies to find out what people are saying about their organization, and whether public perception fits with their image goals.

2. Establish a Vision

Once a company knows what people think or feel when they see their brand, they can begin to decide how they want to alter perception. Some brands will want to come across as sophisticated and professional, while others will want to be seen as friendly and informal. Companies will need to decide in advance what kind of personality they want to embrace for their brand, and how they can start taking steps to put that image in place.

3. Create a Verbal Identity

After a business chooses its personality, it will need to start taking steps to bring that identity to life through things like content marketing, advertising, and even social media marketing. The things a business does and says online shines through into their brand. A good way for organizations to make sure that they’re choosing the right verbal identity, is to evaluate their customer personas and mimic the voice and tone their target audience uses. This will help to create a brand that resonates.

4. Create a Visual Identity

Once the company has finished setting its verbal identity, it can begin to build on that image with visual assets. For instance, a playful company might choose animations and illustrations to bring life to it’s website and marketing materials instead of brand photography, to give it a more “fun” atmosphere. On the other hand, an organization looking to create an identity of authority and trustworthiness might use photos, graphs, and colors that promote feelings of loyalty, like blue.

5. Maintain Consistency

Finally, no matter the type of identity a company chooses to create, it’s important to maintain consistency. Customers develop relationships with the brands they get to know, and it’s hard to do that when the company is always changing its image and values. Consistency creates a sense of familiarity that can eventually lead to loyalty and commitment.

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PRM Academy Update Summer 2018

Having launched the PRM Academy last year we have seen significant uptake and interest in the programme from employees at all levels across our business.

The PRM Academy is a City & Guilds accredited programme that awards participants digital badges once evidence they have the necessary knowledge, skills and behaviours required. The badges cover all areas of our business, from data protection and client sectors to lead generation and client servicing.

Since November 2017 we have awarded a total of 232 badges, with a further 19 awaiting approval and 17 in progress. Our first graduation will take place in November 2018, where participants who have completed their year-long programme will be awarded the overall Golley Slater PRM Academy completion badge.

Client feedback on our academy has been excellent, with several clients looking to invest in their own academy programmes as well as exploit the PRM Academy as much as possible. Our plan over the coming year is to develop ‘PRM Academy Plus’, which will provide our clients access to the Golley Slater workforce already working on their accounts and move them into field sales roles, having already proven themselves capable to engage, develop relationships and close sales with new prospects.

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Why the World Cup is an advertiser’s biggest challenge

As champions of the New York Corporate Indoor Soccer League, we know a little bit about soccer.

And in anticipation of the FIFA World Cup finals this Sunday, we’ve been thinking a lot about the biggest sporting spectacle in the world. Not just about the showdown on the field between France and Croatia, but also the strategies behind every company looking to get more eyes on their brand.

Every four years, people from countries big and small tune in to watch their favorite soccer teams battle it out on the turf. Estimates on the numbers of these viewers range in the billions, and thus, advertisers everywhere look to target these potential consumers as best they can.

But running ads during the World Cup is another beast entirely.

Unlike the Super Bowl, with its constant advertising breaks, the World Cup provides a mere fifteen minutes of halftime to air commercials. Other than that, along with the occasional added breaks if a game goes to overtime, viewers can comfortably watch the game uninterrupted.

What does this mean for advertisers? Oftentimes, it means doing what they do best: getting creative.

If you’ve been tuning in on the games this year, you may have noticed brands like Hyundai and McDonalds flashing their logo all over the stadium. You can find them on the fences lining the field, the screens, even the players’ uniforms.

Although some would find this type of advertising less effective in comparison with televised, story-based commercials so often found during sporting event breaks, others see this as an important opportunity.

Ben Sturner, the CEO of Leverage Agency, a sports marketing firm, believes viewable ad impressions are a great way to build brand awareness.

“Having a static ad in the background may not give you the exact messaging in a commercial ad,” Sturner said in reference to the World Cup of 2014, “but you’re getting minutes and minutes of time and your brand has association at the highest level.”

This method is particularly effective for brands that are already well known. A recent study carried out by ad intelligence companies Placed, Inc. and Moat Analytics discovered that viewable ad impressions can drive as much as a 53 percent lift in store visits, and a 20.4 percent lift in in-store conversion.

Viewability is important. So if you’re watching the final matches this weekend, look out for all of the ways advertisers make their moves as the entire world tunes in.


5 result boosting trends for email marketing

Email marketing is getting more and more sophisticated and is about to play a bigger role in the marketing mix than ever before. Automation is fast becoming the norm with segmentation, progressive personalisation and dynamic content all contributing to a better customer experience.

As GDPR forces us to be more engaging and sensitive to our opted-in customers, better practices are emerging. We’re excited about the future of email marketing because these customer-focused trends can only be a good thing for results.

#1 Automation

Loteri Cymru

No longer just accessible to those with the biggest budgets, automation in email marketing is becoming increasingly popular and more affordable. For Loteri Cymru, the Welsh National Lottery, we created a series of rules-based, automated triggers, from countdown to welcome and reactivation. Our approach was to start simple, analyse response and apply learnings which progressively improved results.

#2 Segmentation


With GDPR comes leaner, cleaner data and an inevitable greater focus on segmentation. Mitsubishi’s ASX range has polarised segments of drivers who enjoy its benefits, for very different reasons. Our successful email marketing campaign differentiated mums from urban drivers, getting to the heart of each group’s motivations and creating relevance in their individual worlds. And with greater relevance comes better results.

#3 Dynamic Content

Center Parcs

Improving customer experience is a familiar objective of email marketing strategies, with dynamic content playing a significant role. We re-engineered the customer journey for Center Parcs visitors, using dynamic content to quickly identify their unique choice of activities and personalise their experience. Visitor spend was up, thanks to these more personalised communications.

#4 Story Telling

The Royal Mint

Even the most promotionally-driven brands are shifting towards engaging loyalty with the help of brand stories. The Royal Mint traditionally promoted its collectable coins using one-off campaigns. We helped them develop their brand narrative and articulate it across communications, resulting in longer-lasting customer relationships. In the GDPR world, more priority is given to retaining loyal customers.

#5 Reactivation


As more email marketing becomes automated, and brands put a higher value on opted-in customer data, we all expect to receive more retention and reactivation emails with relevant and personalised content. This is something we at Golley Slater Results Marketing have been doing for years. For Nationwide, we’ve been journey mapping and driving loyalty across a broad reach of products for their 15 million members.

Get in touch

This article is published by Golley Slater Results Marketing.
We’re always happy to start a conversation.

+44 (0)1285 852 320

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GSD&M Presents: Pearl Charles

Pearl Charles is a California native who is flawlessly dreamy with songs that are gritty and honest. She recently stopped by GSD&M to perform an intimate set in our backyard and we’re still jamming her latest tunes.

“Charles’ record takes cues from movements all over the American map. There are hints of southern folk, alt-country, Midwest Americana and West Coast acid rock.” —Pitchfork

How to Align Your PR Strategy with SEO Trends

As the importance of digital marketing continues to reach new heights for modern businesses, SEO has become a critical component in getting the right people to a business website at the right time. Search engine optimization has emerged as an important consideration not only for marketing teams, but PR groups too – particularly as marketing and PR become more intertwined.

Here, we’ll take a look some of the ways that you can align your PR strategy with the trends in SEO most important for companies this year.

Use More Video Engagement Touchpoints

Part of getting the search engines to pay attention today is taking the time to create the right content. For PR agencies that really want to make their clients shine, video could be a good step forward. Engagement with video has been trending up quickly lately, thanks to things like faster internet speeds, social-media solutions like Facebook Live and more. Search engines are likely to recognize video trends and start supporting companies who use more video.

Filtering Non-Credible News

As concerns about “fake news” continue to grow, many companies have struggled to maintain their reputation after allowing fake news. PR agents will need to make sure that the things they post about their clients are as credible as possible, with quotes and statistics from reputable sources to help back them up. This means that PR reps will need to do more research into the things they want to publish.

Social Media Searching

Another trend in SEO lately is that a lot of people are beginning to use social media platforms as search engines. While search engines still have a lot to offer the modern marketplace, they’re not the only way for today’s customers to get the news and information they need. As this trend for using social media as a search engine continues, content will have to be social media optimal. The good news is that many PR agents already have a lot of experience with social media.

Featured Snippets and Voice Search

Today, one in five mobile queries come from voice search – a number more likely to rise up as an important factor as Assistant-enabled factors continue to grow more popular. As voice search grows, we’ll also see more featured snippets in SEO strategies – something that PR agents will need to keep in mind. There’s already evidence that growth is taking place. Companies may also need to start thinking about how they can adjust their SEO strategies to include more semantic keywords.

Placing Quality Over Quantity

For a long while now, the rules of SEO have been suggesting that big companies should produce content constantly if they want to get good rankings on Google search. Although producing a lot of short content is great for getting brand authority and awareness – it’s not going to help when organizations are trying to rank for a specific and highly competitive keyword or phrase. 2018 will push PR agencies to release more high-quality and long-form content.

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