Last updated on Aug. 30, 2004: 2004 Public Relations Campaign Set Prestigious Tone for Troika Design Group
“Showcased Spectacular Achievements and Unique Market Position”
See also: MEDIA COVERAGE
Troika Design Group was a multidisciplinary, award-winning design company in Hollywood consisting of designers, producers, animators, editors and conceptual thinkers who specialized in network branding, promotional and advertising campaigns and show packaging. The DWA public relations campaign ran from February through August of 2004.
Executive Summary
At the beginning of 2004, DWA was retained by Troika Design Group as the PR agency of record to package news and pursue targeted editorial opportunities. Beyond earning online and print recognition throughout the international design, advertising and entertainment industries, Troika also earned three 2004 Gold BDA Awards and one Silver for their work for KCET, DIRECTV and Fine Living Network.
Challenge
Design, develop and execute a cost-effective media relations campaign as the primary marketing channel for supporting Troika’s key company objectives, including customer and vendor relations, employee recognition, promoting high-profile project work, and strategically communicating company’s unique market position.
Approach
Maintained close contact with executive team to ensure thorough understanding of prioritized objectives. Identified high-priority projects and developed strategy for emphasizing most critical aspects (client interaction, staff contributions, technical aspects to maximize vendor relationships, etc.). Maintained proactive dialogue with journalists and editors at targeted media outlets via a steady stream of intelligent pitches, press releases, press kits and follow-up correspondence detailing company’s work. Tracked and pursued targeted editorial coverage and advised on specific marketing opportunities. A database of key media pundits, analysts and leading market movers was compiled and leveraged to promote major business developments, providing global contacts with all of Troika’s latest project and development news and background materials through the web-based virtual press office.
Results – Highlights
- Troika delivered a dazzling variety of spectacular creative assignments during campaign era, including projects for KCET, TV Land, Food Network, ABC, ESPN and TV Guide Network, among many others.
- Company’s unique market position focused through DWA campaign efforts expanded Troika’s solid, far-reaching reputation as one of Hollywood’s most respected and technically resourceful companies for network on-air design and HD post-production.
- Company added many key new hires during campaign and enjoyed extensive trade coverage for new talent additions.
- Media coverage highlights of company’s work and other news during campaign included Adweek, Boards, SHOOT and shots, coverage in Creativity’s annual Broadcast Design issue… and in leading design industry trade publications from the U.S., Europe and Asia.
- Campaign provided key support for company’s most important marketing activity of the year: attendance at annual PROMAX and BDA convention in New York City.
- Editorial media reach on Troika’s ESPN Sportscenter HD graphics package exceeded five million impressions worldwide by end of 2004 alone.
About The Darnell Works Agency
With its proven expertise in developing highly successful marketing, PR, and media strategies, The Darnell Works Agency is the go-to PR firm for bold business leaders and their organizations. Offering unmatched writing talent and inside-media expertise, agency principal Roger Darnell sets his clients apart atop their industries. Already central to billions of positive media impressions worldwide, the agency’s collaborations with leading business executives and media luminaries continue soaring to new heights.
