In 2022, The Pollack Group (TPG) became the agency of record for Customer Management Practice (CMP), a market intelligence firm. Taxed with creating increased brand awareness for the company and its divisions, the agency launched a dedicated public relations program with an organic social media initiative.
This year, the agency set out to amplify the PR efforts for the following company divisions: CMP Research, Customer Contact Week (CCW), and CCW Digital. The PR & social media effort was kicked off during the CMP's flagship CCW event, which took place June 19-22, 2023, at the Caesars Forum in Las Vegas. TPG secured media attendance and interest from industry giants such as MSN, Newsbreak, Business Journal Review, Vegas Sports Today, Exhibit City News, as well as a handful of notable freelance journalists. Additionally, the agency coordinated interviews with top-tier media from Forbes and Wired interested in interviewing one of CCW's keynote speakers, Dr. Timnit Gebru.
Furthermore, the agency strategically announced two major news items at the CCW event: the launch of CMP Research's new product solution, a predictive employee attrition model, heralded as a game-changing tool for customer contact organizations to manage employee attrition, and CCW Digital's breakthrough research, underscoring the crucial shortcomings in the current customer experience framework.
The agency secured key placements in Forbes and CX Journey, which published key metrics from the CCW Digital study, informing readers of the customer service industry's pain points and how brands can manage the ever-persistent issue of unsatisfied consumers.
As part of the four-day event, TPG ran the show's press room and drafted and distributed daily news release recaps encapsulating each day's main keynotes, extracting invaluable takeaways from the show's panel discussions and inspiring speakers.
Further, TPG's social media efforts created a seismic surge in followers and engagement, with over 99,500 earned organic impressions and 7.7M potential user-generated content (UGC) impressions across LinkedIn, Twitter, Facebook, and Instagram. CCW's social platforms also saw a notable bump in follower growth, and overall social initiatives resulted in an ad equivalency value of $368,500.
TPG's social media efforts centered on organic UGC, from notable the event's keynotes, and established partnerships with attending influencers.
To expand and grow CCW awareness, TPG developed an influencer program, inviting prominent social media influencers to experience CCW firsthand and produce quality posts for followers, ranging from a few thousand, to half a million. Content included static recap posts, testimonials, reels, Instagram stories, tweets, and more.
Overall, TPG's efforts created a burst of earned media coverage, highly engaging organic social content, and impactful user-generated content from the influencers attending CCW. TPG is currently focused on CMP's next CCW event, happening October 11-13, 2023, in Nashville, Tennessee.