"We certainly never imagined we would be getting a whole team of talented, energetic, creative, and accessible professionals who would figure out more ways to let the world know about us and our travel services than even we had considered possible."

Peggy Goldman ,
Friendly Planet Travel

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Owned Media Channels

If you’re not managing your company’s online reputation, someone else is. Your competitors. Your detractors. Citizen journalists who can help or hurt your company with a single blog, tweet, or video post.

You need a partner who knows how to navigate the contemporary media landscape—a complex place where traditional media still commands billions of eyeballs, where web publishers prefer edgy over accuracy, where anyone with a smartphone can break news.

Our campaigns engage customers, partners, markets, and employees online with custom strategies that drive measurable business objectives. We do this by building strong relationships with digital influencers, and ensuring those relationships are monitored, measured, and managed to a positive end.

The rules of media relations are changing fast. It’s important to change with them. Let us show you how a strategically integrated social media campaign can help your company achieve its PR, IR, and marketing objectives, while mitigating risk.

Services Include

  • Social media strategic planning and implementation
  • Development of best practices for Facebook, Twitter, LinkedIn, YouTube, Google+; monitoring and managing of company pages
  • Brand ambassadorship
  • Blog development and design
  • Development of best practices for; monitoring and managing company blog, contributed content/guest posts
  • Strategic blogger relations
  • Reputation management
  • Measurement and monitoring

Our Solution

Friendly Planet Travel

Business Challenge

Friendly Planet Travel is an exotic international group travel service. With a limited advertising budget, the company wanted a cost-effective means to increase its visibility and brand awareness, build a community of engaged travelers, educate fans about special deals and offerings, and unleash the passion of their legions of satisfied travelers to inform and excite others to Friendly Planet.

Friendly Planet Travel

Solution

Gregory FCA conceived of a strategic campaign: “Win the World” was designed to leverage Facebook’s open API and allow Friendly Planet Travel to host sweepstakes within its company pages on a shoestring budget. These series of sweepstakes awarded six all-inclusive dream vacations for two to some of the world’s most exotic and desirable locations. Each sweepstakes was monitored daily through posts, commenting, and likes.

Gregory FCA surrounded the sweepstakes launch with an aggressive traditional media relations campaign, targeting top tier media, travel websites, and travel writers and bloggers.

Results

Gregory FCA secured exposure in top tier media outlets, blogs, and industry trade publications such as The New York Times, USA Today, The Chicago Tribune, Huffington Post, ABC News, The Los Angeles Times, About. com, Deals4Dummies.com, Smarter Travel, and more. Sweepstakes sites alone exposed the brand to more than 9.6 million unique monthly viewers, and the Facebook page now boasts a community of more than 53,000 (from its start of 1,500), giving it a larger presence on the platform than AOL Travel, Gadling, and Smarter Travel.

The word of mouth marketing objective was achieved with over 200 positive testimonials from customers. Media coverage, coupled with Gregory FCA’s aggressive marketing tactics, helped increase Friendly Planet Travel’s Facebook fans by more than 14,000 in the first 90 days alone while concurrently expanding the company’s email database. User engagement rose dramatically and has remained high, from a baseline of 1,200/month prior to the initial sweepstakes, to an average of 9,652 monthly engaged users one year later.