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BUSINESS and COMMUNICATIONS STRATEGIES
All Spiralgroup programs are built on solid business and
communications strategies. Our senior-level strategists
work with clients to determine the business challenge
they are trying to meet, then builds an appropriate communications
strategy. Once the work is planned, our strategists take
an active role in ensuring each plan is properly executed
by working closely with clients and Spiralgroup teams
on an ongoing basis.
POSITIONING and KEY MESSAGE DEVELOPMENT
Spiralgroup works with clients to develop a clear company
positioning that will stand up to competitors. Our Messaging
Architecture Program™ compares positioning to competitors
and establishes a structured set of key messages and concrete
proof points (the "MAP") that helps deposition
competitors and gives the client an edge when dealing
with the media and analysts. Our Big Idea™ process
takes the final step by developing timely and compelling
concepts attractive to technical, business and consumer
media.
COMPANY, PRODUCT and VERTICAL MARKET LAUNCHES
Spiralgroup believes that every launch is the crest of a wave of company news; it is shaped by the news and announcements that have preceded and will follow it. As such, we orchestrate launches to creatively complement company news and messaging with the right mix of spokespeople, partnerships, support materials, press activities and related events to make the launch special and set the stage for post-launch success.
ANNOUNCEMENT STRATEGY and DEVELOPMENT
Our Story Arc™ announcement development process has been created to ensure that the quantity and mix of your announcements meets or exceeds those of competitors. We strategize and drive our clients to deliver a series of announcements to tell a compelling story that engages the media with your vision, then proves the business value by delivering on your promise.
WRITING and COLLATERAL DEVELOPMENT
Spiralgroup works only with trained journalists and writers who are experienced in each client's area of focus. To match the right person to the right task, we have often retained the services of industry specialists and gurus - such as analysts or editors of key publications - whose expertise brings a greater degree of insight to the writing process. We present the written materials in the most compelling and attractive way possible through the creative use of graphics or multimedia.
MEDIA RELATIONS
Spiralgroup is one of the few agencies that has its own standalone Media Relations Group, composed of well-connected specialists who focus solely upon working with the business, trade, consumer and broadcast media. Each client is assigned their own team, which develops a highly-targeted and structured approach that sets clear-cut objectives and tactics for media coverage.
INDUSTRY ANALYST RELATIONS
Working in conjunction with former analysts, Spiralgroup has developed the Three R's methodology for working successfully with leading analyst firms and consultants. In addition to developing relationships with leading analyst firms to build support for our client's initiatives, Spiralgroup works to ensure that clients have the highest levels of involvement in analyst firm research, recommendation to potential clients, and referenceability to the press.
FINANCIAL ANALYST and INVESTOR RELATIONS
Spiralgroup works with client investors and stakeholders to improve the flow of talent and capital into the company. For pre-IPO companies, Spiralgroup incorporates investor relations practices into each public relations program, helping prepare them for acquisition or IPO. For public companies, Spiralgroup integrates financial, investor and public relations activities into a single program to help increase trading volume and liquidity.
PARTNER and CUSTOMER RELATIONS
Every company is validated by the success of its partners and customers. Spiralgroup engages each client's partners, which include investors, board and advisory board members, business partners, industry gurus and business experts, customers and their end-users, to deliver more and better media opportunities with our Company You Keep™ program. This program creates new partnerships and builds better relationships with existing partners by working with them in a mutually-rewarding 'common interest' approach.
INTERACTIVE MARKETING and PUBLIC RELATIONS
The creative use of interactive technology is an integral part of every Spiralgroup marketing and public relations program. Spiralgroup has been a pioneer in developing new and exciting interactive marketing programs for our clients, such as designing easy-to-use information-rich Web sites and intranets, writing software for personalized news delivery services, and leveraging Web-based communications tools in our everyday public relations activities.
TRADE SHOWS and SPECIAL EVENTS
We believe trade shows and special events demand a maximum effort from your PR team and your company. To get the most out of each event, Spiralgroup has developed the Best Face Forward™ program, a systematic public relations approach that incorporates such activities as PR training for your company employees and designing attention-getting press room displays.
SPEAKERS BUREAU
Spiralgroup has a high level of success in placing speakers at key conferences and trade shows. Leveraging our experience with Cisco System's Pen & Podium program - a speakers bureau program we developed exclusively for the company - we have developed a multidirectional approach to securing opportunities even after they may appear to be closed.
TRAINING and DEVELOPMENT
We believe that ongoing client education is a vital part of the public relations process. Spiralgroup provides a full suite of workshops, including media training, speakers training and management and executive-level coaching.
MARKET RESEARCH
Evidence of a company's role and contribution to the marketplace is vital to good marketing and public relations. To meet this need, Spiralgroup conducts in-depth market research using existing sources or develops customized research programs with our on-call specialist, who has been named one of the Top Ten business researchers in the United States. Clients also benefit from our ongoing news services, which provide them with the latest news recaps about their industry, competition and customers.
MEASUREMENT
Spiralgroup measures success with a Balanced Scorecard approach that establishes goals for each element of the marketing / public relations program and evaluates progress on an ongoing basis. This quantitative effort is supported by qualitative news and analyst coverage tracking and analysis and a quarterly competitive performance benchmark.
MARKETING SERVICES
Public relations is not the only answer. The most effective marketing programs use a strong mix of communications approaches. Through our network of business partners and an in-depth understanding of the options available, Spiralgroup helps match clients to the resources best suited to meet their marketing needs.
INTERNATIONAL PUBLIC RELATIONS MANAGEMENT
Spiralgroup provides global public relations support for clients located in the U.S., Canada, Europe and Asia-Pacific. Using the U.S. as the nexus of the program, we use our "think global, act local" approach to partner with many top-flight regional agencies and independent public relations representatives throughout the world.
PROGRAM MANAGEMENT
It is our business to make your job easier. Spiralgroup's program management is designed to make you feel as if we were your in-house marketing resource - there is no challenge we cannot help you meet. We manage each program with a proactive planning and reporting structure that allows you to easily establish goals and monitor the progress your team is making.
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Although we were a small company launching
a new product, Spiralgroup's guerilla PR approach helped
us steal the limelight in a market occupied by giants.
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