CASE STUDY
Elevating Influence with a Digital Pivot
Truscott Rossman
INTRODUCTION
Updating a Classic Tool
Truscott Rossman is a prominent public relations firm, with offices from Michigan to Washington, D.C. They're known for their expertise in strategic communications and compelling storytelling, helping clients with everything from crisis response and issues management to community relations. When Truscott Rossman decided to transform their long-standing printed Lobby Guide into a dynamic, super accessible digital application, they partnered with Mix Creative Group.
The launch of this new Lobby Guide app—a fully searchable tool packed with photos and bios of lobbyists and reporters working under and around the Capitol dome—had to be communicated flawlessly to drive engagement and keep Truscott Rossman top-of-mind with their key audience.
THE PROBLEM
The Print Guide Needed a Digital Upgrade
Truscott Rossman recognized a crucial need: their valuable printed Lobby Guide was good, but it desperately needed to evolve into a more dynamic, accessible digital format. The print version just couldn't offer the real-time searchability or broad accessibility that a modern app could. The core challenge wasn't just building the app, but effectively getting the word out about its launch to their very specific target audience. Without a robust and compelling launch campaign, this awesome new application risked fizzling out with limited adoption. It wouldn't maximize its potential as a go-to tool for their audience or as a clear reinforcement of Truscott Rossman's industry leadership. They needed a strategic partner to generate serious excitement, drive engagement, and ensure the app seamlessly became part of their audience's everyday workflow.
1. Generate Excitement & Awareness
We wanted to build real anticipation and ensure their target audience was fully clued in on the new app's existence and all its benefits.
2. Drive App Adoption
Our goal was to encourage key users to actually download and regularly use this fully searchable digital Lobby Guide.
3. Reinforce Industry Leadership
We planned to powerfully position Truscott Rossman at the very forefront of innovation within their sector, using this advanced digital tool as proof.
4. Ensure Brand Cohesion
Creating a distinct campaign theme was vital—one that could stand powerfully on its own while also seamlessly integrating with the existing Truscott Rossman brand.
5. Leverage Multi-Channel Communication
We knew a blend of digital and traditional marketing channels would give them comprehensive reach and consistent messaging.
OUR STRATEGY
Launching Innovation with Impact
Our strategy for Truscott Rossman's Lobby Guide app launch campaign was meticulously designed to create maximum impact and drive adoption. Here's what we aimed to do:
Our Tactics
Campaign Strategy
Campaign Style Guide
Website Landing Page
Stationery
Social Media Posts
Branded Merchandise
EXECUTION
From Strategy to Successful Launch
Launch Campaign Marketing Strategy
The foundation of our engagement was a detailed marketing strategy. We clearly outlined strategic objectives, focusing on broad promotion, enhanced brand awareness, and identifying future messaging opportunities. Next, we put together a comprehensive campaign approach specifically designed to create excitement and drive adoption for the new app. Then, we pinpointed the most effective digital and traditional marketing channels and proposed killer tactics across various mediums, including web, social media, search, email, direct mail, print advertisements, branded merchandise, and launch events.
Campaign Theme + Style Guide
Before diving into specific marketing tactics, we delivered a dedicated campaign design direction and style guide. This crucial step ensured absolute consistency across all touchpoints. We developed a distinct look and feel, complete with a unique logo for the campaign, a specific color palette, typography selections, imagery guidelines, and brand application samples. The resulting campaign theme was cleverly correlated with the existing Truscott Rossman brand, yet totally distinct enough to powerfully stand on its own.
Marketing Collateral Development
Finally, Truscott Rossman trusted us to apply the new campaign theme to their selected marketing tactics. We designed a dynamic website landing page featuring strategic copy to really highlight the app's benefits. We created an engaging postcard design for direct mail, planned compelling social media posts for the launch announcement and ongoing promotion, and applied the brand to merchandise to serve as memorable touchpoints.
CLIENT FEEDBACK
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- Allie Walker, Vice President, Truscott Rossman
THE RESULT
Digital Transformation, Elevated Impact
Our collaboration led to a cohesive and impactful launch campaign that successfully introduced the new Lobby Guide digital application. This strategic initiative not only drove engagement with the digital tool but also effectively solidified Truscott Rossman’s industry expertise, keeping them truly top-of-mind in their target circles.