Employers Resource Association (ERA) – Customized public relations
Client
Employers Resource Association (ERA) – Customized public relations
Services provided:
Client: Employers Resource Association (ERA)
Project: Public Relations
Situation
Formed in 1946, Employers Resource Association (ERA) is an Ohio-based provider of comprehensive, cost-effective HR Answers and Advice; Training and Development; Legal Issues and Updates; and HR Consulting Services. ERA serves more than 1,400 members, including 300 in Central Ohio. With a desire to increase name recognition and reputation as a source for HR knowledge, ERA approached Marketing Works for a customized public relations plan.
Strategy
Marketing Works devised a PR roadmap of media opportunities, capitalizing on the unique skill set of ERA. Media lists were customized for ERA, both targeted and strategic. Pitches and press releases were all handled by Marketing Works, along with the tracking, submission and booking of speaking engagements. The proactive public relations initiatives increased ERA presence in local periodicals, ensuring community awareness. Speaking engagements allowed ERA the opportunity to present their knowledge and expertise to possible future customers and local leaders.
Results
Marketing Works successfully arranged for ERA to be featured in both the Columbus Dispatch and Columbus Business First, with combined daily circulation to over 140,000 citizens. Additionally, strategic efforts resulted in the procurement of a television spot on Ohio News Network and a radio spot on WTVN, a full-service AM radio station in Columbus, Ohio. Through the successful efforts of Marketing Works’ public relations, ERA is now trusted and sought out as a credible source on Central Ohio HR-related topics.