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Proactive storytelling and change management

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Proactive storytelling and change management

BACKGROUND
Kirtland had a campus that was rural, difficult to access, and expensive to run. To better serve their students they decided to move their campus to a new location and build new facilities. The transition began rough with confusion and uproar from taxpayers.

 

STRATEGY
Create a communication strategy for Kirtland that included:

  • Identifying audiences to communicate and build trust with
  • Writing clear messaging for each key audience
  • Proactively communicating about changes
  • Strengthening media relationships
  • Activating a positive social media storytelling strategy

RESULTS
We built trust with the student body and the community by strategically and proactively communicating.

Our partnership with Kirtland lead to to more positive reputation with the media and community, stronger communication and marketing channels, and a clearer path toward continued upward brand momentum.

  • An earned media reach of 2.3m+ 
    • 63% of the media mentions were positive.
  • 18.2m+ social media impressions.
    • Over 208k engagements on social media.
Client:

Kirtland Community College

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