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Interpublic Group PR Firm Leverages Online Communications Technologies
Summary: Using the online marketing and public relations information technology resources of iPressroom Corporation, professional services firm Bragman Nyman Cafarelli - a leading entertainment, lifestyle/pop culture marketing communications firm owned by NYSE traded Interpublic Group - has extended their sphere of influence onto the Net with a new Web site ( http://www.bncpr.com/) and also launched a separate knowledge management system that allows the bi-coastal firm to network timely media opportunities and other key intelligence agency wide.
Issue: Chief Marketing Officer, Peter Dang joined the firm in 2004 looking to spearhead growth and evolve the visible image of the exlusive firm. Despite the firm's success - from mega brands, American Express and GM to celebrities Cameron Diaz and Jessica Simpson, the agency had no website and little online presence.
Solution: BNC turned to online marketing and PR technology provider iPressroom.
"Our goal is to help professional services organizations exceed client expectations and increase revenue per employee through the use of our proprietary software tools that sharply increase productivity," said Chris Bechtel, iPressroom V.P. of Products and Services, an online marketing specialist with nearly two decades of experience helping organizations integrate the Web into their marketing communications efforts.
"Through years of experience marketing services firms, breaking news, and accommodating the needs of busy journalists on deadline, we have extensive insight into how marketing and public relations professionals can best integrate the Web into their campaigns."
The new BNC Web site features information about the agency, capabilities, case studies, clients, a pressroom supported by its own RSS news feed, and more. The iPressroom software application service -- which BNC uses to manage all the content on their Web site without the aid of technical personnel -- also accommodates streaming media on-demand, electronic newsletters, blogs and podcasts.
In addition to the new Web site, a knowledge management system was also developed for BNC by iPressroom, which also offers custom information technology development services.
Benefits: "The Web has emerged as a critical piece of the marketing puzzle, and we intend to leverage its reach and accessibility on behalf of all our clients," said Peter Dang, chief marketing officer at BNC. "iPressroom gave us a fast, manageable way to start using online communications publicity tools on behalf of our clients without reinventing the wheel."
Key Metrics:
- Easy site updates: BNC non-technical staffers update site easily - adding new case studies, client success stories, and services information.
- Client collaboration: BNC non-technical staffers utilize multiple secure Extranets to collaborate with clients and exchange deliverables, data, and digital assets. Each Extranet is fully functional and ready to deploy with integrated access/user management and pre-defined folders and content categories.
- Automatic RSS content syndication: BNC's feeds help the firm provide content to search engines and improve the search visibility of the site itself.
- Search optimized: The sites average more than 2,000 referrals from search engines per month for more than 500 different key phrases found by searchers, and more than 1,000 inbound visits from externally referring sites every month.
- Image downloads: On average, visitors download more than 29,000 photos from the site each month.
- Increased site traffic: The sites average more than 17,000 unique visitors per month with most visitors averaging 2.25 pages per visit.
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