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Home » Archives for Don Eberly

How to Plan Cost-effective Advertising

June 12, 2020 By Don Eberly Leave a Comment

At times, the most viable means to reach target audiences is a combination of paid promotion or advertising, strategic publicity and digital marketing, punctuated with engaging copywriting and graphic design. Though, most marketing managers and C-suite leaders agree promoting products, professional services or brands to mass groups of consumers – or to trade professional targets – through paid advertising and content marketing, can seem overwhelming.

We have heard more times than we can count that some marketing communication managers have a love-hate relationship with the advertising and media buying parts of their day-to-day scopes of responsibility. This is hopefully not due to disregard or disdain for the process. Rather, it is likely because of advertising’s various layers of forecasting and numerous rounds of creative and approvals, along with the sometimes-unpredictable pitfalls.

If you are like most marketers, you try to plan your advertising campaigns as succinctly as possible. When executed comprehensively, the process takes time and is many-sided. Only those who have managed media buying and planning inherently know that it is no small feat.

For some, advertising strategies involve tiers of planning that can run a wide gamut, which most often begins with strategic planning, messaging objectives and vetting opportunities. Whether in organized tandem or a get-it-done hustle, this leads to cost negotiations, budgeting overviews, and careful media buying with timely scheduling. Creative, copy and coordination come next, followed by tracking, reporting and the all-important results analytics.

For companies with both business-to-consumer and business-to-business marketing communications needs, the charge to create results-earning advertising campaigns, nearly always with a lesser-than-desired budget, can feel like crossing a chasm. However, advertising planning and media buying can be completely enjoyable and worth the effort when approached with a competitive and industrious mindset.

Advertising strategy explained

Understanding media planning and buying.

 Media planning and buying involves the art and science of researching, negotiating and scheduling advertising placements. The cause or trigger is known as paid media; the effect is, or always should be, brand awareness that translates to brand equity. Masterful and adept media planning satisfies goals to influence clearly identified audiences, targets, leads, and prospects. Ultimately, advertising-induced visibility for available products or offered professional services acts as a cornerstone of the marketing mix to achieve sales conversions.

Converting leads to sales is, at times, disproportionately thought to be the marketer’s role. Yet, while sales and marketing personnel should be dually tag-teamed for real-time sales growth; undoubtedly, a marketer who oversees media buying and planning has the capacity to conjure customer or client expansion, perhaps, like no one else in an organization.

Assuming you have a solid understanding of the types of advertising options that are possible and necessary for your business – and your messaging strategies and creative concepts are well underway – a key, initial planning factor is budget.

Achieving successful ad campaigns begins and ends with the budget your business or brand can assess and allocate. While cost-effective advertising is extremely possible to conceptualize and implement, a good grasp of what to expect with your marketplace’s ad options is essential. A realistic advertising budget is paramount to carve out a sound messaging and promotional victory.

Again, with the assumption your strategic plan for advertising is in place, move toward a systematic approach of evaluation to find and consider cost-effective media buying. To assemble a collection of cost-effective media buys that also offer potent reach and influence among your targets, you will want to research qualified media outlets and digital platforms.

This does not mean buying an ad in a print magazine or newspaper because you saw that one of your competitors advertises in it. Nor, should you jump on the first or second advertising opportunity that lands in your inbox, even if the offer says you will be missing out if you wait.

Efficacious, profitable advertising is an outcome of a nuts-and-bolts valuation, surrounding qualified and quantified audience reach at the most reasonable cost to do so. There are any number of strategies to accomplish this seemingly far-flung objective.

 Starting with a defined advertising budget begets cost-saving measures as you proceed. It is recommended to reach an upfront decision how aggressive your ad plan should be as a piece of your overall marketing communications campaigns.

How much should I spend on advertising?

 How to create an advertising budget.

The number one question we are asked about media buying and advertising budgets is, “How much should I spend on advertising for my business?” If nothing else, it is a loaded question. The answer lies in the business’s desire and need to market its products or services, and exactly what are the coming year’s revenue and profit goals.

A conservative ad budget includes a media buying budget of between 1-3 percent of your prior year’s, or forecasted year’s, revenue. By no means is this an ambitious budget, and it may verge on ambiguous. Though, at this budget level, you may keep your head at or just above water’s level in terms of customer retention.

Your company advertising budgets will be fundamental at this level, but you can unify them with synchronized public relations, consistent content marketing and basic Search Engine Optimization to have a perceptible brand voice amid the competition.

Take it up a couple of savvy-marketer notches and consider an ad budget based upon 4-5 percent of last year’s earned revenue, or next year’s anticipated revenue. If you are a seasoned media planner and buyer or your agency specializes in advertising, your percentage allocation should create advertising campaigns that will result in a fair level of customer retention and picking up new customers or clients.

At this tier, we have witnessed MarComm managers get a little too comfortable. Some perilously assume the 4-6 percent ad budget standard has them covered. To avoid this pitfall, ensure your advertising campaigns are one of several messaging formats. Support your paid media with press releases, blogs, social media, digital marketing, product demos, collateral, speaking and virtual events, networking, and the list goes on.

When working to build market share and brand voice, dig deeper into more vigorous forecasting. Budgeting for paid media at 7-10 percent has the likely power to launch your business to the next rung, possibly two or three, of your market’s or sector’s competitive ladder. This budget should focus upon prudently conceptualized and meticulously managed campaigns.

To safeguard your ad budget’s precious allocation and its subsequent triumph, media buying in this scenario must be complemented with visionary publicity and media relations programs, leading-edge digital marketing and advanced public relations. One without the other can leave too many metaphorical stones unturned in your tactical plan of action for the year.

Before crunching the numbers, there is more to consider when allocating a media buying budget. New thinking in marketing communications during the last few years proposes an even more proactive maneuver. The theory being put to work among select companies is the idea that media buying budgets should be based upon an equation of forecasted revenue and estimated profit, not anticipated revenue alone.

With a profit goal set forth for the following fiscal year, a dynamic option is to set an advertising budget by calculating a percentage of the predicted revenue and profit. This comprises many marketers’ formulas, which vary or fluctuate among industries, sectors and decision-makers.

One method we have found to be effective for determining a year’s media buying budget is 6-10 percent of the new fiscal year’s predicted revenue, plus 1-3 percent of the forecasted profit. It is worth noting that no one recipe works for every business and brand.

Understanding Cost-per-Thousand and Pay-per-Click.

Drilling deeper, no consideration of advertising budget details would be complete without at least a look at the Cost-per-Thousand model, and how to calculate your impressions at a cost per thousand ratio.

Cost-per-thousand (CPM) is calculated by starting with the total cost of advertising. This number could be the baseline for each of your individual media buys or the total advertising expenditure for a campaign, season or year. The “M,” by the way, does not mean 1 million, despite common thought. It represents the Roman numeral for 1,000.

Thus, CPM means cost per thousand. The price paid for a CPM-based media buy is calculated by multiplying the CPM rate by the number of CPM units. If you are considering an ad buy with, say, 1,300,000 impressions, and the cost is $18,000, the CPM is $13.85.

This is not to be confused with digital marketing’s common cost for performance or action, which equates to a total budget expenditure based upon how well your ads perform in terms of action taken by viewers. Actions such as click-throughs or Pay-per-Click (PPC) drive traffic to websites, where the advertiser pays a search engine or content publisher for each time the ad is clicked and the prospect lands on the advertiser’s website.

Both CPM and PPC help advertisers determine the cost and profitability of their ad campaigns. With CPM, you will pay for every 1,000 impressions (or, as we like to call them, “eyeballs” or views), and your PPC cost is your fee per click or per impression.

Mindful, strategic and creative planning of your entire annual advertising program as well as the quality and quantity of each campaign’s placements, will have a direct result on the effectiveness of your CPM and CPC.

Cost-effective advertising

Go it Alone or Go with an Agency.

From where, when and how to advertise to the right blend of multiparty outreach campaigns, all advertising teams should focus upon cost-efficiency, creativity and a streamlined process. Evaluate your internal team’s ability and available time for building and supervising your media buying strategies, budgeting and creative. Consider how their collective experience and strengths are weighted compared to potential inexperience or simply a lack of time.

When and where it makes sense, interview agencies to assess the ways in which their advertising and media buying expertise can balance your in-house capabilities. One of the reasons to work with a firm or agency is the cost-savings. Talented advertising agencies can acquire discounted or value-added bonus ad buys for some or most ad campaigns. A truly prepared agency should be able to increase your Pay-per-Click advertising results on average by 50 or more percent.

The advertising campaigns our Eberly & Collard Public Relations media buying and planning team manages for clients are available at widely discounted rates, given our overall ad-buying power and media relationships. Unlike many firms and agencies, we commonly pass along our entire agency discount to clients, in addition to appendage ad-buy savings and value-added bonus advertising print space, digital or airtime we secure for them.

Simplifying otherwise intrinsic advertising plans for clients to minimize their time and maximize their budgets is our advertising team’s forte. We design digital, print, outdoor, indoor, and collateral-based advertisements that inform and influence targets as well as negotiate, coordinate and schedule advertising placements to free our clients of the hassle. We have earned annual advertising awards for our ad concepts, graphic art and layout designs for their innovation, design, written copy, and creativity.

Whether you go it alone or consider the support of an agency for your new fiscal year ahead, we hope this information will lend a hand. Be inspired to generate fresh ad campaigns integrated with your public relations and converged media, ultimately engaging and converting leads to new sales.

Filed Under: Uncategorized

4 Strategies to Increase Your B2B Demand Generation Results

May 15, 2020 By Don Eberly Leave a Comment

Pursuing name or brand recognition and seeking impactful connections with others has always been the vanguard of business leaders and marketers. The endeavor began in fledgling form and has evolved into today’s essential protocol of multifaceted marketing to engage quality leads that can be converted to sales, known as Demand Generation.

Nearly a century in the making, the early mantra, “Win Friends and Influence People” verged on an initial reputation of being almost too avantgarde. But, when the mindset swiftly took hold, it became a roadmap for the ambitious that led to global acquaintance with relationship-building and, eventually, branding.

This preliminary networking mentality was an awakening that morphed into yesteryear’s traditional public relations, involving business leaders’ strategic efforts to create mutually beneficial associations, productive forms of public influence and dynamic methods for communications management.

As many business to business marketers know, present-day marketing is breaking the mold with modernized, innovative and strategic approaches for merging marketing activities and sales goals. These demand generation tactics involve meticulously tracing the customer journey from peaked interest in a service or product to initial engagement with a brand, and onto pipeline, affinity and, ultimately, conversion.

Demand Generation Marketing

Supply and Demand or Demand and Supply?

For those who begin and end their days with the responsibility of Marketing Communications or the charge to oversee the ways in which Public Relations begets leads and prospects, never have there been quite so many challenges as the current time. The day-to-day expectations are steep. Top of mind and listed on nearly every agenda are Search Engine Results, click-through rates, brand persona, and earned-owned-paid media, all while collecting, measuring and reporting data-driven analytics that make a real difference in the bottom line.

Admittedly, many marketers agree it can be easy to get caught up in the mounting marketing tasks waiting for their boxes to be checked before looming deadlines. Also, up front and center, current events are unearthing our well-made business plans for the new year and a new decade.

Notwithstanding, this can be a time of active evolution and positive progression for brands and businesses. For the go-getter and ever-determined marketers, challenges bring about change, and change engenders solutions.

A proactive shift in thinking and a close look at the overarching objective for most any business to business marketing strategy reveals the core of marketing: Creating interest in and generating demand for products and/or services.

There is undeniably much involved in the sales and marketing process; however, whether products or services, producing demand for available supply is where it all begins.

Demand Generation: Defined.

What is Demand Generation?

The first tangible result of successful marketing is gleaning the interest and attention of qualified leads. Think about the utter power of quality leads versus the volume of leads. Start with this as your initial target mindset, conceptualizing it as the warm-up sprint. View it as the starting line to build long-term business to business relationships.

Having vetted the inherent meaning of “Demand Generation,” Eberly & Collard Public Relations defines it as the inventive and strategic practice of creating interest in and demand for a business’ products and/or services.

Managing business to business Demand Generation involves Lead Generation tactics that engage or enlighten company leaders, decision-makers, buyers, or vendor procurement managers with supportive and nurturing content. This is an element of Lead Generation vs. Demand Generation. The concept is to garner the attention of targeted sales prospects by offering information and edification to solve problems or issues they are facing.

This is with the all-important assumption the prospect or lead and the marketer are both fully cognizant of the problem, and the marketer’s solution will provide unique insight, ideas and support in the form of usable assets.

Everyone with business to business sales goals to meet has interest in simplifying their internal processes, uncovering tricks-of-the-trade, streamlining or minimizing action items that stand in the way of progress, and sourcing content that informs and improves results. Demand Generation strategies allow you to be their new go-to source of valuable, need-to-know information.

Our own offered helpmate, take a look at these brainstormed ways to kick-off Demand Generation marketing for your products and/or services.

1.) Define and Resonate.

While product manufacturers or professional service providers often think they have a clear understanding of their clients, it is worth remembering target audiences and market segments constantly change. Annual or quarterly customer and lead category assessments, combined with competitive intelligence studies, maintain valuable intel that can be put to work in making more productive connections.

Product marketing and professional services public relations are based upon a close union between brands and their customers and clients. Knowing in-depth information about them is essential.

Defining the personas of existing and potential clients, along with the context in which they work, is critical in understanding their needs. Staying in tune with the challenges and issues they experience yields a host of ways to help them, while introducing your brand. This should already be a component to your business to business public relations strategies.

Create a scheduled content strategy to distribute information, white papers, templates, infographics, industry trends, sector-focused data charts and graphs, royalty free photos, unique ideas, newsletters, blogs, and other solutions that will engage and draw them to your business.

Self-publish, post, send, and give away these in-demand resources, and suddenly your business and brand will become a paramount resource for leads and prospects.

Lead Generation Funnel

2.) Appeal and Delight.

If your business to business marketing strategy does not include Demand Generation, chances are the foundation of your inbound marketing is cracked. Because Demand Generation produces awareness and interest in a business’ existence, thought-leadership and expertise, the core of Demand Generation is the precursor to inbound leads.

Everyone prefers to procure professional services or purchase products from businesses and people they like and trust. When there are multiple competitive options from which to choose, buyers are going to sign contracts or place orders with those whom they believe are most appealing. If a marketable service or product holds comparative value, or even sometimes is a close runner-up, decision-makers will be led to give their business to the provider that satisfies or gratifies them the most.

Since your frequent customer and lead category assessments will reveal your audience’s needs, create tools and materials of value that provide equipage or data to address their challenges. Make a practice of this in lieu of sending continuous, overly promotional offers to your targets. Appealing resources lead to higher open-email rates than repetitive promo offers, every time.

Think of this as the phrase to cultivate and nurture new contacts or those long-time qualified leads who are just not yet ready to become a client. Give them reasons to keep your social media channels and blog in their feeds. Entertain and, yes, entice them by surprising them with the unexpected article or research study you think they may find interesting.

Use the plug-ins and prompting tools in your Customer Relationship Management (CRM) system to follow-up. Go for the long throw, and maximize the enterprise applications focused on customer and lead management, analytics applications and marketing automation.

3.) Pain Points and Healing.  

What does a Demand Generation manager do? He or she provides an advanced and gratis healing effect to subdue the common “pains” of potential customers or clients.

Among oversight of marketing strategy, Demand Generation leaders use their skillsets to harvest and develop short-term interactions with contacts and prospects, with the goal of converting them to leads and new customers or clients. They do so by offering attention-grabbing, curative assets and informational collateral.

They do not, however, assume their target audiences are itching to buy their products and/or services. Rather, Demand Generation managers build website traffic and incoming volume of inquiries, which are established by sparking the attention and earning the trust of targeted business to business contacts.

The concept resides in the model that indirect outreach often speaks louder than the direct, at least at the onset. When it comes to being successful in B2B marketing, communicating solutions rather than product lists or service descriptions has an astounding power to build brand reputation and win new business.

Assuming your CRM program is used to add, track, monitor, and foster your prospects, the next step is to point out that you understand the pain points that keep them up at night. When you communicate your understanding of the business struggles with which they deal on a day-to-day basis, a personalized link is established.

Couple this with the courtesy of pertinent case studies, provisional theories and your mindful interpretation of the situation with high-level acuity. Act with the “4-S” principle: Support them by supplying a sampling of your serviceability; then, rinse and repeat. In many cases, they will be all ears.

4 Strategies to Increase Your B2B Demand Generation Results

4.) Reach and Rescue.   

An unequivocal way to make your Demand Generation strategy produce results is reaching targets with screen time. Find them where they dwell. Now, more than ever, the majority of business professionals seek resources, data and suppliers of products and services online.

Work with your in-house team and demand generation agency to produce informative videos that highlight trends or subject-matter from your internal thought-leaders. Convey categorically distinctive insights and relevant commentary from an analyst perspective.

Take this a step deeper to plan and host a webinar series. Envision the goal of connectivity; when it makes sense, think beyond the masses. It is wise to invite segmented contacts specific to intentional webinar topics that echo your ingenuity, and reinforce the originality of your products and/or service. Safeguard each presentation’s theme holds unparalleled value to the audience. Videos and webinars should clearly offer relatable knowledge, viewpoints and anecdotes backed by data and research findings.

Record the webinars and supplement them with audio podcasts or video podcasts, making them available online. Distribute them via email campaigns with graphically designed landing pages, inviting recipients to download them. During and following campaign deployment, maintain an easy-to-find “Ask us questions” or “Connect with us now” online chat option. Utilize social media channels and blog posts rife with link-backs to germane pages of your website.

Enlist your sales, marketing and leadership teams as well as your public relations firm to collaborate in developing real-time video, webinar and podcast strategies, as the amalgamation of concepts and angles will prove far more effective than going it alone.

Screen time is key, but combining all forms of digital marketing with creative advertising and innovative publicity is the means to a rock-hard, integrated approach.

Manufacturing these beneficial resources opens the door to reaching potentially qualified leads, and delivering them as accessible commodities offers a form of rescue for those in need of such content.

Leads and Order.

There are numerous ways to increase business to business leads. Known lead generation strategies range from optimizing content that informs and engages possible prospects, to investing in automation technology and enacting outbound and inbound marketing. All deserve careful consideration and credence as part of the process, as long as they are accomplished in order of viability.

Start with solid footing. These four proven strategies to increase sales are the underpinning and groundwork for evoking Demand Generation.

Filed Under: Uncategorized

Engaging your Target Audiences in Disruptive Times

March 23, 2020 By Don Eberly Leave a Comment

Crisis Communications 1

Current events today are unprecedented. The coronavirus has caused chaos for many lives and businesses in ways that are nothing short of disruptive- for many, alarming or possibly even frightening.

If you are like us, you want to stay abreast of the latest and evolving news about COVID-19. Yet, the constant barrage of coronavirus information and updates is generating a level of stress some have never experienced.

Given your first priority is safeguarding your loved ones and home, and that you have created a safe and healthy environment for yourself and those in your care, perhaps your thoughts or worries are also wandering to business. If so, you are not alone. For businesses across most industries, pressing concerns include possible effects COVID-19 could have on first and second quarters’ revenue and profitability.

Crisis Communications 5

While the situation is undoubtedly serious, and it requires our full-and-upright attention, we would suggest that communication focus and ingenuity are two essential elements for keeping your business relevant in these distracting times.

Whether you are a business owner, member of an executive or leadership team or a communications professional, being proactive and strategic is imperative for unifying your messaging. In times of crises, internal and external communications for your business or brand need to convey clear and consistent information.

From a marketing communications perspective, being proactive is essential to cut through the noise and maintain open lines of communication to and with your target audiences.

Digital Dividends

For those of you who are facing canceled business events at venues, trade shows, design centers, or other onsite encounters, consider contrasting your marketing engagement strategies. Start by tackling the chasm in physical networking by implementing new digital marketing tactics. Whether you have an active digital marketing program or not, these times call for a vastly more robust approach to digital and viral connections.

Digital marketing has given rise to the restructured marketing of brands, products and services by implemented digital methods. Fueled through mobile phones, devices and desktops, a surge in screen-to-screen messaging, for now, can replace face-to-face networking. Best of all, when things calm – and they will – one result can be a stronger union of digital and in-person marketing for you or your sales and marketing teams.

For the foreseeable future, online display advertising, paid and unpaid social media, video series, Google Ad Campaigns, Search Engine Optimization, Search Engine Marketing, and, yes, sometimes Facebook Ads Manager can act as a foundation for business-to-business, business-to-consumer and business-to-community outreach.

If you’ve implemented these tools in the past, now is the time to revisit how, where and when to supplement your marketing plan with them. Increase their presence and frequency in your day-to-day promotions, or start by adding them to the marketing mix.

Then, there are automated marketing programs, inbound leads generators and thought-leadership webinars, along with other best-in-practice digital mediums. Productive marketing plans involve initiating these tactile virtual events and activities for branding, regardless of canceled onsite events and meetings. Stretch your marketing muscles with a host of highly creative digital connections, and harness the power of reaching more qualified and quantified targets. Not only will this advance your brands share of voice, you’ll gain new prospects for sales by reaching them for the first time or exponential ways.

Crisis Communications 4

The current necessity for increasing engagement with target audiences is also rife for developing a strategy with the newly popular social video marketing, which is a digital content and distribution method driven with the support of influencers. Influencer marketing offers one type of beneficial “halo effect,” which involves a positive perception of a product, service or brand by having relatable, similar experiences, or given the optimistic view or opinion of another. Influencer marketing serves real results for brands and businesses when deployed, monitored and managed across pertinent digital platforms and online channels.

Start by identifying top influencers in your area of marketing and business. Assess their online and digital presences, gauging which could act as trusted authorities or ambassadors of your brand. When you create your influencer program, the single-most critical factor is to stay focused on exactly how your carefully selected influencers will endorse the professional services you provide to your clients, or the products you sell to your customers. These digital communications can be utilized for blogs, social media, e-newsletters, infographics, images, photos, online testimonials, online reviews, and the list goes on.

Digital Dialogs

Having suddenly entered this era of critical mass-messaging to your important audiences, we recommend the best means of developing corporate or brand messages is to concentrate on being authentic, empathetic, professional, and clear. This is the time to follow your company’s brand and messaging standards like never before.

If you do not have brand or messaging standards, read the rest of this article and then schedule a meeting with your marketing and executive teams, or with your public relations agency. Conceptualize, draft, review, and refine a set of guidelines, copy and content for your business’ communications, spanning diverse segments within your internal and external contact databases.  Crisis Communications 3

Choose prudently the ways in which to communicate online by generating an advanced schedule of timely and valuable insights your business has to offer. Information-packed e-newsletters, online educational sessions, virtual product displays, satisfied-client case study videos, and Facebook Live are only the cusp of many available digital platforms you can put to use to accomplish digital connectivity.

Your personnel can post and share the information with your customer groups, sales prospects, vendors, media members, and others. The result will yield digital engagement that replaces the in-person interactions that have been lost by canceled conferences, trade shows and networking events.

Digital Decisions: Where To Go From Here?

Digital marketing can be a persuasive instrument to expertly reach wide-ranging contacts from the comfort and safety of your desk or home office. Properly managed, it can be a marketing teams’ roadmap to incorporating digital platforms, strategies and messaging power that will maximize promotions and publicity.

But, many marketers have only yet to implement one or two facets of digital marketing, whereas the reality involves vast prospects to maximize the concept. If well planned and judiciously activated, your digital marketing communications will help you reach and win new customers or clients, as well as sell consumer products and professional services.

With the pressing current events of today, all of us are distracted and concerned. Though, most, if not all of us, are online throughout the day (and night). Connectivity and the chance to interact are just a click away.

Crisis Communications 2

We are rooting for you as you invoke focus and ingenuity for building and maintaining new or boosted digital connectivity with your target audiences today and in the weeks to follow. If you need professional consultation and public relations support, we are here for you. Connect with us about your digital marketing, crisis communications, publicity, or just to digitally say hello.

Be well,

The team at Eberly & Collard Public Relations

 

Filed Under: Uncategorized

Which Generates More Sales Leads, Advertising or Public Relations?

January 31, 2017 By Don Eberly 2 Comments

Buying ads in print B-to-B or B-to-C magazines and websites is a good way to tell people the name of your company, mention your products, and communicate your phone number and website address. Doesn’t sound all that bad, right? Well, consider this…

An active and strategic public relations plan does all of this, and more. With public relations, a third party (namely the media, magazines, newspapers, newsletters, etc.) informs your existing and potential customers or clients about your company, often with information that endorses your business and products. When editorial-based articles publish in print or online regarding you or your brand, people are naturally drawn to read and trust the information because it is reported to them by the editors of the publications, websites and blogs to which they subscribe. They trust the content in these print and online publications; otherwise, they wouldn’t be reading them in the first place. 
 
Thus, having an active PR program, including press releases, articles, product photos, new project announcements, bios, company or corporate news briefs, and other branded content being submitted to the media on a consistent basis, is essential. 
 Ads Vs. PR?
 
To achieve a successful advertising plan, a budget of tens or hundreds of thousands of dollars is necessary, often reaching into the millions. Purchasing ad space in print publications or online comes with a hefty price tag; and, once the ad runs, your marketing outreach is finished. You then hope for the best. Will the few ads you were able to afford reach the right targets and give rise to new sales? Ultimately, all you can do at that point is wait out the budget year until new ad dollars are allocated to your marketing needs.
 
Conversely, the primary focus of public relations involves having your company news and thought-leadership information published in B-to-B and / or B-to-C print magazines and online a near-limitless number of times throughout the year, and for a much lesser budget. Since public relations leads to editors and other media members publishing content about companies and businesses, these stories remain relevant (and are read and re-read) far longer and more often than ads are seen and remembered.
 
After all, when is the last time you looked at a magazine or website and actually remembered specific products, professional services or brands you saw in the ads? However, you can probably recall articles you have read and photos you viewed which featured companies, product stories, project case-studies, development news, and industry professionals. Aren’t the articles and photos the reason you looked at the content anyway? Or, did you pick up the magazine or log onto the website just to look at the paid ads? Not likely.  
 
Putting true public relations to work for your company is highly attainable. It is really just a matter of a strategic program plan and series of publicity campaigns with the help of a professional public relations firm, one that specializes in your industry. Public relations can become an ongoing marketing reality for your business, resulting in a tool that builds media endorsed content about you, your staff and your product or service at double or triple the frequency an ad budget could afford.
Compare Dollar for Dollar

When asking which has more monetary value, advertising or public relations, there is a basic formula to put a dollar value on a specific placement. 

Advertising values are determined by the reach of a specific media outlet. The more people who read a publication, view a website, or watch a video or podcast, the higher the value of an ad buy. With this comes usually a very high expenditure since buying ad space is at a premium these days. On the other hand, the worth of public relations takes the value of advertising and builds upon it based on heightened impact and expanded interest on the parts of the readers or viewers.

Since public relations provides editorial and photo coverage of your products, service case-studies or news (published by editors and reporters), the result is third-party validation that your business does or offers what you say it does. The impression or result is considered three to five times higher than that of a paid advertisement.
 
Example: If a half-page ad (that runs one time) in a trade magazine costs $8,500, a half-page article or editorial in the same publication could be valued at up to $33,500. However, the cost for public relations, per article or placement, tends to be far less than purchasing the same amount of ad space. 
 
PR Influences Sales
 
In the end, if your article / editorial publishes on the same page as a competitor’s advertisement, which do you think the reader would find more interesting and remember longer? Chances are they would not be able to recall the name of the business or information as seen in the ads. Even if some of do, only a certain level of brand awareness is formed. With articles and other public relations-based media coverage, brand equity is generated, again, because people have trust in the publication or website that reported the information or story.
 
According to the Public Relations Society of America, 8 out of 10 people remember (and want to learn more about) the companies, brand names, products, and services about which they read in articles or hear or view on air and online.
 
When a representative or spokesperson from your business is interviewed for on-air radio or television segments about an area of expertise, audiences become familiar with your company and its specializations. Podcost interviews also publicize your concentrations, practices and capabilities, as expressed by you or your appointed interviewee, while being endorsed by the interviewer. Certainly, preplanning and preparation are essential components to these and all interview types. 
 
Which has more long-term value, advertising or public relations? 

To answer this question, reflect upon your current sales and marketing situation: If your current ad buys are advancing your sales so much that your sales goals are not a concern or thought, keep buying only ads. But, if achieving the upcoming year’s sales goals and maximizing relationships that can lead to new customers or clients is on your mind this time of year, make a necessary change to the ways in which you market your products or services and begin to reach more targets.
 
Contact us for a free assessment of your public relations needs. We’ll show you how to utilize public relations to connect with more qualified contacts and build brand equity that generates leads. Learn more: www.ecpr.com. 

Filed Under: Uncategorized Tagged With: advertising, contact us, marketing, Public relations

BELFOR Property Restoration Comes to the Rescue

November 18, 2016 By Don Eberly Leave a Comment

 The students, faculty and staff of West Clark Community Schools in Henryville, IN, thought the afternoon of March 2, 2012 would be like any other typical day. Little did they know, a catastrophic F-4 tornado would soon destroy their school and most of the community in which they lived.
 
It was only 20 minutes after the students had been sent home early from class as a safety precaution that the devastating storm hit. This forced several bus drivers and their passengers to take emergency shelter in a church basement, homes of area residents, or whatever other refuge they could find.
 
Astonishingly, no one was injured during the horrific storm. However, three of the buses as well as the entire school, were completely demolished by 170 mph winds, and the destruction only took 23 seconds. What at first seemed like an irreparable disaster would soon become a miraculous recovery at the hands of BELFOR Property Restoration.
 
BELFOR Property Restoration is the leading company in integrated disaster recovery and property restoration services in North America. The company specializes in fixing damages caused by fire, water, wind, and other catastrophes. No matter what time of day or night, BELFOR is designed to respond to any property disaster or emergency.
 
In the case of Henryville, IN, the BELFOR restoration experts were challenged with the important job of restoring the community’s combined elementary, middle and high school campus. 
 
There were several difficult hurdles BELFOR faced when setting to work on the restoration project. The first included an accelerated timeline of five months, because school administrators wanted everything to be ready by the beginning of the next school year in August.
 
Securing temporary facilities where classes could resume as soon as possible was very important because the children needed a place to continue learning during the restoration. The alternative would have been to allow students to fall behind in their studies, which was not a viable option.
 
Negotiating with building and restoration product manufacturers to fast-track orders and deliver materials needed on the job site would have been a definite obstacle, if not for BELFOR’s large buying power and persuasive project managers. Expediting product acquisitions for the constructive restoration project was essential to the preplanned timeline. 
 
Increasing manpower to ensure on-time completion while minimizing overtime costs was another challenge of the job. The restoration team generated a structured schedule of planning and execution to streamline processes, with a system of numerous checks and balances.
 
One milestone centered around the fact BELFOR was able to obtain a ruling from the labor board to use both union and non-union crews on the project. Not an easy undertaking, this enabled a more robust work calendar with an experienced team working in carefully arranged shifts. On average, a collective workforce of 300 worked on site day and night.
 
John Prater, president of Praters Flooring, participated in the restoration. “The challenge of working on schools that have been so damaged by tornadoes is the enormous scope of work that has to be performed in a relatively short period of time without sacrificing quality,” he said in an article for Disaster Resource. “You want the community to be able to get back to some sort of normalcy as quickly as possible.” 
 
There were several different horrifying images and videos playing in the news coverage following the tornado. However, the actual video surveillance footage from the AXIS Communications Fixed Dome Network Camera technology the school had in place was alarming, yet educational.
“Having the video footage of the actual building being destroyed was amazing from the standpoint that we got to see in detail what wind like this, what a weather event like this, actually does to a structure,” said Dr. Glenn Riggs, principal of Henryville Elementary School, as quoted by Disaster Resource.
The surveillance footage proved to be quite a helpful reference point for BELFOR and its team.  If there were questions about what fixtures should be installed where, the teams were sometimes able to review the footage and find their answers.
The Striking Solutions
It only took BELFOR two weeks to prepare a temporary facility for elementary school classes to resume. The team also found a temporary location in three weeks for high school classes. The company worked with school board officials, administrators, local authorities, and the insurance adjuster to develop and implement a plan to salvage and bring up to code a couple of old buildings.
While the workers were aggressively trying to make these temporary facilities fit for classrooms, they were also recovering, cleaning and delivering contents from the tornado-damaged site. The team brought a sense of calm to what would have normally been a very stressful situation.
Before BELFOR could begin restoring the demolished site where the original school once stood, they had to secure its surroundings to protect the facility from vandalism, theft, or further damage. Thus, a security fence was built around the massive property. 
 
Nearly 70 percent of the 220,000-square-foot school was gutted, leading to major interior renovations and reconstruction of essential walls and skeletal structures. In addition, from the ground up, the remaining 30 percent had to be demolished and rebuilt.
 
A few of the school’s new features include: HVAC equipment, wiring, drywall, ceiling tiles, floor coverings, cabinets, windows, and a roof-deck and roof. Any of the unused contents from the temporary schools were cleaned, packed up and stored in an off-site warehouse. 
 
Once the hardworking team had accomplished the nearly impossible rebuilding of the school, they engaged several specialists, including an Industrial Hygienist, who tested for various unsanitary elements such as mold. Remarkably, the BELFOR team and its associates were able to accomplish the seemingly unachievable goal to have the school up and running by the beginning of the next school year.
 
“One of the key things that people can learn from this is that damage is unpredictable,” said Vernon Duty, National Accounts Manager with BELFOR. “With a hurricane, you have three or four days’ notice, maybe more. But a tornado, which is a threat in significant portions of the country, could happen unexpectedly,” he explained in the Disaster Resource article.
 
According to Duty, the fact tornados have such unforeseen effects is something that should prompt communities, business owners, school and hospital administrators, and everyone to plan for the unexpected well in advance. While no one is ever fully prepared for a natural disaster of this magnitude, creating and distributing a framework for action prior to the need is key. 
 
For the West Clark community, fortunately, BELFOR was able to come to the rescue, restore laughter and cheer to the school’s hallways, and leave the site even better than it had been before the storm of a lifetime.
                                                                    
Learn more: www.belfor.com. 

Filed Under: Uncategorized

White Paper: Influencer Marketing 

October 12, 2016 By Don Eberly 2 Comments

Why Influencers are Important for your Business and Brand

The term “Influencer” has become so synonymous with successful marketing practices, the Cambridge Dictionary has actually added a new definition of the word. 

 
Influencer
 
Noun. Marketing Term:
  •          “A person or group that has the ability to influence the behavior or opinions of others: The influencer is the individual or group whose effect on a purchase decision is in some way significant or authoritative.”

It is true. Much like in personal life, many in business are influenced, convinced or persuaded by others to change or alter their thinking, opinions, practices, or decisions.

 
Why not? After all, gleaning new insight and information from trusted contacts who have either experienced the products or services of a business – or who are familiar with but not part of the brand or source – is a means to a credible reference.
 
For years, many in marketing have heard the coined phase, “Word of Mouth.” An old adage, the concept has served its purpose for years in terms of generating interest in brands and their products or services. But, for those willing to stay tuned regarding this mindset’s more modernized trend shift, the positive impact of influencers on sales and marketing can be astounding.
 
So, then, exactly what is “Influencer Marketing”?
 
Start by setting aside the outdated approach to one-way marketing messages. You know it well- the timeworn method of static messages about a business and that which it sells, hoping the information resonates with sales leads, customers or clients.
 
Now, think about two-way and interactive marketing based upon the influence of others. Neither your marketing staff, nor your sales team have the power to influence your customers like others do. 
Who are these all-important influencers?
 
For one, they are not you. Influencers in marketing include those reputable contacts who are not part of your personnel and have earned the trust of people within your target audience sectors. They are reliable third-party influencers who have built a follower, fan or reader base that is often swayed by their recommendations, written content and expressed opinions.
 
The list of possible influencers is long, and good that it is. Influencers with whom you should be interfacing for the benefit of your brand are editors, journalists, columnists, bloggers, vloggers, industry experts, renowned analysts, social media gurus, and others who are authorities within your industry as well as the scope of how you conduct business.
 
Those who possess the platform to endorse your marketing messages, boost your acclaim, or drive others to purchase your products or services- they are the influencers you want and need to know. As you ramp up for 2017 marketing budget allocations, consider these stats:
  •  84% of marketers plan to implement Influencer Marketing programs within the next 12 months. ~ eMarketer study.
  • From 2014 to 2016, traditional paid advertising has dropped in favor, whereas Influencer Marketing has grown. ~ Nielson finding.
  •  Influencer Marketing now requires public relations managers to interact with an increasing number of external contacts who have the power and platforms to advocate for or endorse a business. ~ Eberly & Collard Public Relations focus group.

Four Strategies to Build Relationships with Influencers

Start with strategic content marketing:

 
In order to gain the endorsement of external influencers, your business should first define strategic and long-term marketing outreach and publicity goals. This includes uncovering how you brand is currently being perceived by your customers, clients and others, and how you would like to enhance those perceptions. Begin to develop brand-augmentation messaging points, sound bites and innovative forms of print and digital self-published content. The most effective content will be formulated and disseminated with a clear and creative approach.
 
Rather than “telling” or “informing” your targets how they should perceive your brand, offer them engaging and resourceful information that causes them to view your business as an industry helpmate or supportive analyst. Self-publish this written and video content via your owned media- i.e., your website, blog and social media channels, giving your customers and prospects a solid reason to keep your URLs in their feeds.

Find and engage trusted influencers:
 
Next, research a diverse group of external contacts, businesses, media outlets, industry associations, and a range of influential connections in, around and involved in your field. Determine good influencers for your brand by studying their potential applicability and viability for being ambassadors for your business. If they have a known and existing trust factor among your customer- or client-types, and they own a share of voice to effectively persuade your targets, initiating an authentic relationship with the influencer(s) is beneficial.
 
Look for influencers in relative places to your business, such as popular social media enthusiasts, qualified professional associations, well-attended conferences or tradeshows, B-to-B or B-to-C online forums and blogs, top 20 trade publications, top 100 (or more) business or mainstream media outlets, and anywhere communities have formed that could yield proactive, positive interactions. Engage and interface with these influencers as an ongoing matter of day-to-day activity for your business. Get involved, stay connected, be social, and actively participate.
 
Execute press and media relations:
 
Edit the above-mentioned content in Associated Press style, and implement tactical public and media relations to produce earned media. Draft press releases, news briefs, product notices, completed project announcements, and other media outlet-focused narratives regarding your business, personnel, news, awards, and accomplishments. Submit these official content documents to a list of well-researched editors, reporters and media members, and follow-up with them by way of media relations best practices.
 
Take time to uncover where, when and how your customers, prospects and leads tend to read or view their news. It is these media outlets to which you should submit customized releases. In turn, as select media outlets publish or report your news, they will naturally act as influencers, which can lead your target audiences to your website or other forms of connecting with your company. Media-endorsed information about your business is one of the surest ways to increase branding and sales.
 
Cultivate and maintain your brand influencers:
 
In all of your Influencer Marketing efforts, remain true to the brand standards your business holds sacred. Adhere to a set of guidelines that makes it possible for everyone within your organization to create and grow relationships with influencers.
 
As you develop new informational content of interest to your audiences and invite the influencers to share it with the contacts who admire them, be sure to include key search words and URL links in subtle ways.
Though, do not oversaturate the content with promotional or sales information. Your influencer campaign content should be purposed to form both inbound and outbound leads activity through non-sales language. Yet, it should have an attention-grabbing and a value-added informational tone. 
 
As you proceed with cultivating relationships with the influencers, think of them as allies for your brand. Provide mutually beneficial support to those willing and able to persuade, refer or guide their followers toward you and your business.
 
By implementing Influencer Marketing rife with valuable content, your business will become known as offering value, data and insight to your customers, or those who could become customers. If well planned, your content will be shared and re-shared by others, going viral and building new forms of outreach and impressions. Finally, your business will breed new relationships with significant, persuasive contacts paramount to your sales and marketing success.
For a customized campaign to garner influencer relations for your business, brands, products, and / or services, contact us… 
 
Eberly Collard Public Relations develops and executes regional, national and international public relations programs for clients that help them join effective communities and conversations, which evoke new relationships for them with media members, customers or clients, and relevant influencers. www.eberlycollardpr.com/contact-us

Filed Under: Uncategorized

Architecture & Construction Strengthen Symbiotic Relationship with the Environment Through Sustainability

June 29, 2016 By Don Eberly 1 Comment

Construction / contracting companies and architecture firms were buoyant about the trends predicted to occur within the industry this year. Many cities throughout the United States are growing faster than ever, and with urban growth comes the new opportunities to re-construct parts of the cities that had been long forgotten. According to Dodge Data & Analytics’ 2016 Construction Outlook report, there is a predicted 6% growth, with the value of construction starting to reach an estimated $712 billion. The opportunities to build innovative sustainable structures have surfaced as the demand in sustainability and walkable communities has increased. According to the American Institute of Architects third-quarter Home Design Trends Survey, “design elements such as access to public transportation, multi-generational housing, walkable neighborhoods and mixed-use facilities dominate homeowner preferences.” As the 2016 foreseen trends continue to take place, companies are adapting to the changes and progressively making improvements in sustainable approaches across several of the industries in which we specialize.

 Changes in the industry stimulate the need for innovative approaches to old tasks. Eberly & Collard Public Relations’ experience developing relationships with the media in the building, construction, and architecture industries are highly valuable. We have worked with construction companies who implement a variety of building techniques across the realm. We also manage to keep up with the latest trends in our industries and are delighted to see the revolutionary advancements companies are developing towards sustainability.

 

Credit: Lando and Associates, Landscape Architecture

Our firm’s successful execution of media relations management and integrated marketing approach often results in the feature of client projects in trade publications and across several media channels within their industry. Our services create trade and consumer zeal for our clients’ businesses. The ECPR team invites you to read and view our current online case-studies content. 

Along with the sustainability trend surging everywhere, the architecture, construction and commercial building industries represent a pristine area to apply the concept. “Green building currently accounts for 26-33% of the total residential market and has helped contribute to the industry’s recovery after the recession, according to Dodge Data & Analytics.” But what exactly separates the industries from becoming more “green” and moving towards sustainability instead? Sustainability goes beyond being “green.” It prioritizes the symbiotic relationship between our species and the environment; it focuses on responsibly utilizing resources and re-thinking designs that do not have a detrimental impact. For instance, designing structures that maximize the use of natural daylight, use sustainable materials such as reclaimed wood, promote cycling culture in various ways, and integrate geothermal heating and cooling systems.
 
Credit: Asia Green Buildings
Publicizing that your business utilizes sustainable building practices and that it is reshaping construction or architectural designs to preserve our ecosystem can be significantly beneficial. Our mission is to promote your business in your marketplace and leverage publicity into results and revenue.

Filed Under: Uncategorized

Using Instagram for Your Business

March 17, 2016 By Don Eberly 5 Comments

With more than 400 million active accounts, Instagram is an exceedingly engaged global community. The creative context and visual language of this photo-sharing app is a great way to inspire countless individuals and influence customers or clients in regard to your brand.

Businesses that use Instagram are able to showcase their products and services in a rich, visual and viral environment. There are seemingly endless opportunities for businesses to use the brand-building app effectively. Take our tips into consideration when looking to shape your company’s Instagram strategy and presence:
 
·         Establish What Your Company Wants to Achieve with Instagram:
o   Start off by researching and creating a well-formed strategy. You should create clear goals and concepts that mirror your company’s campaign goals.
o   Develop a schedule that suits the needs of your intended followers, industries and sectors.
o   Brainstorm lists of ideas, concepts and imagery to fulfill the schedule as well as engage and involve your B-to-C and / or B-to-B audience(s).
·         Cultivate a Following:
o   In order to gain followers, you have to follow other accounts and “like” their posts. Influencers in the same industry, clients, and engaging users are a few suggestions to increase your followings. Create two-way dialogs in this way, inviting and encouraging others to do the same with you and your business.
o   Follow and interact with others on Instagram specific to your marketing objectives; work across all of your sales and prospect segmentations to ensure you leave no important sector unattended.
·         Set a Tone:
o   It is important to choose a visual style for your account, such as certain filters to use, what content each image will focus on, and common language / hashtags to use for captions. For example, by sticking with the same filters, you establish a style that becomes recognizable to your followers.
o   Conversely, plan posts and content that is flexible, ultra-creative and interesting. This involves photos that showcase your business’ brand persona- meaning its would-be personality or interactive and lively role within your scope of work or areas of expertise.
o   Generate strategic messages and sound bites to be used in captions and a list of best practices and posting standards your entire team can practice and implement to create a cohesive brand-voice.
·         Captivate Your Audience:
o   Each post has a story to tell. Use a high-quality image and captivating caption. You can also cross-post with other social media platforms, such as Facebook and Twitter, which becomes an easy source of visual content and connectivity throughout social media platforms.
o   Possibly like no other social media channel, Instagram is shaping up to be the customized or bespoke online networking tool. Proactive and tactical Instagram managers create posts that are completely tailored to their brands; unlike Facebook and twitter, these posts tend to feature a more personalized “day-in-the-life” view of a business’ inner-workings, news, happenings, and achievements.
·         Monitor Achievements:
o   Tracking the performance of your account will help you and your team stay in tune with what resonates with your followers. This allows room for improvement; a chance to evaluate ongoing content goals your company is achieving; and a hands-on look at that which needs to be achieved.
o   As you develop photo and caption content, experiment with applicable hashtags. Keep them on-topic and one to two key words most of the time. Don’t forget to check the general content to which hashtags lead. You may be surprised at which ones do and do not echo your brand’s messages.
o   Monitor captions with and without hashtags to see which prove successful in gleaning interaction, likes and online dialog. As you learn what makes your Instagram effective, repeat the pros and revise the cons.
 
Remember, with Instagram now considered the hub where people view the visual identities of businesses, products, services, and brands- it is a crucial consideration to effectively promote your business on Instagram.
 
Instagram has been a great way for the Eberly & Collard Public Relations social media team to successfully promote our services and news throughout the fields of architecture, construction, interior design, horticulture, and our other industries. We are helping many of our clients kick-off their own Instagram accounts and other social media accounts as well. Check back to our blog for updates and additional social media insights from our team, and follow our Instagram: @eberlycollardpr.
For even more Instagram tips, check out Instagram and Hootsuite.

Filed Under: Uncategorized

Kick-it in the Kitchen & Bath Industry!

December 23, 2015 By Don Eberly 2 Comments

As the calendar year draws to a close, kitchen and bath industry professionals everywhere – from product manufacturers, distributors and suppliers to interior designers and showroom retailers – are taking stock of their sales and marketing efforts from 2015.
 
With this in mind, any review of a prior year’s marketing tactics should involve a strategic look ahead to seek innovative methods that can lead to business growth for the new year.
 
After all, as the favored end-of-year song “Auld Lang Syne” reminds us, “…times gone by are important to remember.” Recalling the past in business also guides the process of improving and enhancing our best practices- including how we market our businesses, services or products.
 
Relative to your kitchen and bath business success, the victories and even potential failures from the last 12 months can help generate new ideas and create promotional and publicity opportunities for the future.
 
Point blank: Customers and clients have manychoices when it comes to residential and commercial Kitchen and Bath construction, remodeling and installation projects- making it challenging for businesses in the field to stay ahead of the competition.

 

Watch our newest video below and get inspired about a whole new type of integrated marketing from our team at Eberly & Collard Public Relations. We conceptualize and implement creative marketing programs to introduce interior designers, architects, builders, contractors, as well as consumers to our clients’ Kitchen and Bath businesses, brands, and product lines. For designers and architects, we publicize their kitchen and bath design projects through articles, press coverage, advertising, videos, and all forms of digital and print media.  
 
 

Filed Under: Uncategorized

Smart Design Improves Efficiency and Lands Cover Story

December 3, 2015 By Don Eberly Leave a Comment

As many public relations practitioners know, our work in regard to media campaigns can often be misconstrued with its relation to advertising. Advertising is a viable means to promote a business. However, securing publicity based editorial and media coverage about the business and its products or services can yield a near-limitless strategy for publicizing the company and its key marketing messages.

 

In the November issue of Civil + Structural Engineer, our ECPR team secured the following cover and feature story for one of our clients, the talented Stevens & Wilkinson. 
The photos of the Darla Moore School of Business at the University of South Carolina have enough appeal to speak for themselves, and Stevens & Wilkinson’s engineering design work has become a thrilling project featured by this and many other magazines, a project that is now on the path to becoming the largest net-zero energy building the southeast. – Click to enlarge the images. 

The new Darla Moore School of Business was designed with the goal of furthering the school’s mission of providing students with top-tier education, and is slated to achieve LEED Platinum designation from the U.S. Green Building Council.

We would like to give a huge thank you to the editors at Civil + Structural Engineering for working with us on this cover story, and congratulations to Stevens & Wilkinson for an impressive architecture and engineering project.
View the entire November digital issue: www.ow.ly/VqBW5.
Learn more about Stevens & Wilkinson: www.stevens-wilkinson.com.  
Uncover the ways in which we can assist your design, construction, urban planning, commercial real estate development, engineering, and / or architecture business with strategic, dynamic public / media relations and integrated marketing: https://eberlycollardpr.com/our-industries.asp
~ ECPR 
 

Filed Under: Uncategorized

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