Greentarget

Greentarget

by

Challenge 

Share Our Spare is a Chicagoland organization that provides essential items for families with young children, such as diapers and baby wipes, to make sure every child has a healthy start to life. While many parents in financial stress can turn to service agencies for food and other necessities, these organizations often struggle to provide baby hygiene items – which is where Share Our Spare fills the gap. Since its founding in 2011, the organization has reached over 50,000 children and distributed millions of diapers, baby wipes, and other essential items across the Chicago area.  

Yet Share Our Spare has struggled to raise awareness about both the critical need for diapers among parents in the community and its work collecting and distributing resources. Its leaders knew that a higher profile locally, particularly among parents, could expand the donor base and allow them to help more families in need. The organization came to Greentarget with the goal of raising awareness and boosting donations at a time of acute diaper need. 

Solution 

Greentarget met with Share Our Spare leaders to learn to learn about its upcoming donation efforts, such as the March Madness Diaper Bracket and the Christmas in July event. The team then developed a strategy that would leverage Chicago media outlets and timely news stories to bring attention to SOS and its mission.  

To put Share Our Spare in front of a broad Chicago audience, Greentarget focused on outreach to local broadcast media and Chicago event calendars. Local TV and radio’s focus on human stories enabled SOS to reach its target audience and convey the emotional impact of its mission. Event calendars also provided a practical way for families looking to give back to the community to connect with SOS, since it is one of the few Chicago nonprofits that allows parents to bring children when volunteering. 

Results 

In just three months, Greentarget secured nine pieces of media coverage for Share Our Spare in both local and national outlets, including WGN TV (two separate segments),  Wintrust Business Lunch, Fox 32, Outside The Loop Radio, Yahoo News, MSN, and more. Additionally, the organization was featured in six local event calendars.  

In the coverage, Share Our Spare was able to advance its signature donation drives, ensuring that relevant audiences consistently heard about their mission and how to help. In March, the organization’s diaper bracket was listed in event calendars from Choose Chicago, WGN, and Daily Herald. In May, WGN featured an interview with SOS Executive Director Alex Goodfellow about how Mother’s Day was the perfect time to donate diapers. Greentarget also secured a full-length TV story with Good Day Chicago for June to create visibility for their Christmas in July campaign. SOS said that these efforts helped revitalize donation campaigns and significantly boost interest in their mission. 

by

As the digital landscape gets noisier and your clients’ challenges become more complex, it’s increasingly difficult to craft thought leadership content that stands out, offers utility to readers, and attracts prospective clients. 

Research-fueled campaigns can help. Much more than just another content marketing tactic, research campaigns are a powerful, revenue-building engine that can offer significant benefits to forward-thinking professional services firms.

In this guide, you’ll discover:

  • The four primary attributes clients are looking for in thought leadership content 
  • How research helps you create content that contains those attributes
  • How research can help you win new business and strengthen existing client relationships
  • Five steps to start leveraging the power of research-backed content at your firm

by

With the election mere weeks away, many professional services firms are struggling to get off the fence about participating in election-related conversations with reporters before or even after November 5th.  

On the one hand, the election’s consequences will have a wide-ranging impact on everything from the economy to geopolitical stability to industry regulations, meaning that clients are eager for guidance and insight. On the other, staking out a thought leadership position in a hyper-polarized political environment could risk alienating key clients and stakeholders if done incorrectly.  

Yet, with the right strategy, professional services firms can position themselves as educators and leaders in conversations that lead to high-profile national election coverage.  

This guide provides a roadmap for proactive thought leadership on election-related topics where professional services firms can provide much-needed guidance. We’ll cover topics such as: 

  • When, where, and why to participate in election-related conversations 
  • How to effectively communicate about political issues before and after the election 
  • The election topics reporters, editors, and producers care about most 

by

When your audience views your professional services firm as a trusted authority, they’re more likely to come to you for help in solving their toughest challenges.

That means your firm’s authority — which is established and strengthened through proactive thought leadership campaigns — is the catalyst for your firm to win new business and capture a larger portion of your current clientele’s marketing spend. But with all the noise out there, how can your firm stand out?

The answer lies in bespoke signature research projects that speak to your audience’s unique pain points.

by

Leaders at professional services firms are under enormous pressure to communicate effectively and authentically in today’s volatile world. From global crises to social shifts, they’re expected to comment on issues even when situations don’t directly impact their business.

Deciding how, when, and what to communicate — or even whether to say anything at all — is a minefield.

Greentarget tackled this challenge in our recent webinar, Communicating in an Increasingly Volatile and Complex World: A Roadmap for Professional Services Leaders. In it, we offer important insights on navigating today’s toughest communication scenarios and provide guidance on how to speak out authentically while staying aligned with your firm’s values.

Topics include:

  • Geopolitical and generational shifts
  • Diversity, equity, and inclusion
  • The impact of AI

by

Challenge 

AmLaw 100 firm Polsinelli has a top-tier healthcare practice that regularly produces high quality thought leadership. The firm’s long-running Healthcare Dealmakers Conference, for example, brings together healthcare providers, innovators, and investors to discuss the state of the industry, while the quarterly Healthcare Services Distress Research Index has tracked and benchmarked industry data for more than a decade. 

Though the firm’s reputation in the healthcare industry is strong, Polsinelli wanted to do more to elevate its brand and cement its position as a healthcare law leader among prospective clients. After all, the practice has grown considerably over the past few years—bringing on former administration healthcare officials and experienced deal counsel—and the firm wanted to make sure that potential clients and the market more broadly understood it as a healthcare powerhouse. 

To stake out this territory, Polsinelli looked to Greentarget to help elevate its healthcare practice through strategic media relations.  

Solution 

The Greentarget team started by holding more than 40 meetings with firm shareholders to understand the work they do for clients and the developments they were watching over the next few months. Armed with this knowledge, the Greentarget team pitched select journalists at key publications who were covering these issues, setting up interviews and nurturing relationships between reporters and shareholders. 

At the same time, the Greentarget team conducted outreach for marquee thought leadership campaigns like the Distress Research Index and Healthcare Dealmakers Conference, setting up 1:1 reporter meetings and a media roundtable with 12 journalists from top-tier and leading industry outlets.  

Results 

In the first year of the program, the Greentarget team secured media opportunities for over 20 shareholders resulting in 48 published articles in key trade publications, including McKnights Home Care, Behavioral Healthcare Executive, MedCity News, Healthcare Risk Management, Behavioral Health Business, Part B News, and Modern Healthcare, among others. Polsinelli attorneys were even quoted in national outlets like Axios about issues involving healthcare mergers and The New York Times regarding healthcare cybersecurity trends. 

Reflecting the breadth and depth of the healthcare practice’s capabilities, stories featuring Polsinelli attorneys covered everything from state laws impacting the industry’s dealmaking, healthcare data privacy and security, the emerging role of private credit, Medicare Advantage issues, home health payment rates, behavioral health trends, and more.  

Close
Close