The digital communications landscape has left audiences more fragmented than ever. Building and maintaining relationships with existing and potential customers, stakeholders, and the public (especially in times of crisis) via the right communications channels has never been more important. PriceWeber’s experienced Public Relations Department works alongside your organization to craft a strategy that will communicate your brand, product, or services and build relationships—and your reputation—over time.

 

In an increasingly digital world, we know that being skilled writers, communicators, and networkers is no longer enough. That’s why our Public Relations department has adapted (and continues to evolve) an analytical and data-based approach to track the impact of our work. Every public relations strategy we craft for our clients is results-driven, guided by Key Performance Indicators and executed in collaboration with our research, digital, media planning, and creative teams.

Capabilities

  • Public relations research & strategy
  • Marketing communications
  • Internal communications
  • Content creation
  • Media relations
  • Media training
  • Influencer relations
  • Crisis communications preparedness & management
  • Event planning & management

Category Experience

Our work in action

The Hershey Company

2017 National Association of Convenience Stores (NACS) Trade Show

The Hershey Company trade event space at the National Association of Convenience Stores convention

Challenge

In the fall of 2017, PriceWeber collaborated with the corporate communications team at The Hershey Company to develop and execute a communications plan for the confectionery giant’s presence at the National Association of Convenience Stores (NACS) annual trade show – the largest show of its kind, reaching 23,500 buyers and sellers across the six core sales categories for convenience stores.

 

Key Objectives:

  • Leverage Hershey’s portfolio of power brands and emerging snack brands.
  • Emphasize the importance of Hershey’s shopper experience solutions.
  • Communicate an understanding of retail and tech trends.
Image of three story releases for The Hershey Company during the NACS trade event

Solution

The communications plan needed to leverage Hershey’s owned media channels to communicate its core brand news and unique category insights, and to leverage top-tier vertical trade media to generate coverage that also communicated these tenets to the convenience retail market in order to position itself as the leader in confection and snacking in the convenience channel.

The strategy leveraged a corporate press release, media handouts/materials, corporate blogs, and social media to achieve the corporate communication’s teams objectives, dividing the plan into three phases: pre-show, during show, and post-show.

PriceWeber conducted exploratory interviews with category insights experts at The Hershey Company, examining Hershey-driven research and insights prior to these interviews and developing questions to guide the conversation. This process allowed us to both better understand Hershey’s unique position as a category leader AND to develop materials that balanced our subject matter expert’s tone of voice with Hershey’s corporate tone of voice.

Image of three mobile phones displaying social media posts for The Hershey company during the NACS trade event

Results

While PriceWeber has collaborated with The Hershey Company in the past to develop and execute communications plans for the NACS Show, the 2017 show represents the most robust and corporately aligned communications plan to date.

PriceWeber created more than 22 unique pieces of coverage and collaborated with our creative team to develop the graphic and social assets to support their dissemination across all targeted communications channels. In total, our efforts generated more than 2.1M impressions across owned and earned media channels over the span of about 3 weeks time.

These communications materials set the stage and informed important sales representative/retailer conversations that took place on the NACS Show floor. And, because the confection channel is a crowded and competitive space, our media outreach and communications efforts were able to ensure that we maintained an equal share of voice with top competitors who were sharing their own news and information before and during the show.

Owned Media – Press Release
1.9K

Online Views

183

Social Shares

Owned Media Results – Corporate Blogs
2.6K

Pageviews

2.2K

Approximate Visitors

Owned Media Results – Social Media
18

Total LinkedIn & Twitter Posts

161K

Impressions

2.31%

Engagement Rate

Earned Media Results
16

Earned Media Mentions

1.9MM

Online Earned Media Impressions

104K

Print Earned Media Impressions

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