In each of the below case studies Horizon Connect recognized the
crucial focus needed for a company to leverage the conversation
among top brand influencers. Regardless of your current activities
in the social media sphere, or the size of your company, there are
profitable opportunities for social media expansion.
We can identify key focus areas to enhance your presence and get
you connected with your most important communities. The end result is a comprehensive social media
campaign that ties together a brand, conversations, and a sales
message.
Successfully leveraging headline news to garner
national attention and influence public opinion
Long-standing Horizon Marketing client Cryo-Cell International
is a leader in cryopreservation of umbilical cord (U-Cord®) stem
cells for family use. Horizon's ePR team successfully harnessed the
power of international news headlines to expand Cryo-Cell's
reputation for thought leadership and innovation in the stem cell
arena at large.
Opportunity:
On March 9, 2009, the White House announced President Obama's
executive order reversing the ban on embryonic stem cell research.
While Cryo-Cell is not involved specifically in controversial
embryonic stem cell research, the company nonetheless is very
knowledgeable about the stem cell arena and the implications of the
executive order.
With this in mind, Horizon Marketing Group catapulted Cryo-Cell
International into the conversation as a thought-leader, while
keeping the company and its representatives safe from controversy.
Within one week of the executive order, while the topic was still
in the headlines, Horizon Marketing Group distributed a news
release featuring comments from "industry insider" Mercedes Walton,
Cryo-Cell's CEO.
Ms. Walton was a valuable, credible resource to the media,
because she offered the unique combination of expertise without the
perceived bias of political activist or embryonic stem cell
researcher.
Result:
The press release reached an estimated audience of more than
151,000,000 (million). Momentum continued to grow around this piece
of content. Just three weeks after Horizon's news release,
Cryo-Cell International was highlighted by a well-known financial
website. In an April 13 article, Allpennystocks.com, a
well-developed and recognized financial site among the investment
community, recognized Cryo-Cell as a leader in the field of
research for the use of umbilical cord blood to fight many
diseases. The site lauded Cryo-Cell International as one of two
stocks with "a bright future" and tied their opinions directly back
to the President's recent executive order. Although many companies
offer the same services as Cryo-Cell, by tying them to the dialog
surrounding stem cell research, Horizon was able to differentiate
Cryo-Cell as both a thought leader and sound financial
investment.