Although its resources ran the gamut of marketing services, Harte-Hanks was widely regarded as a large, bulk, direct mailer. Marketing resources were scattered and no cohesive identity bound the organization together. I created a pipeline throughout the organization to carry newsworthy information and matched these developments against trends and news opportunities. In a break from past efforts, I positioned the company in terms of the solutions it provided to real marketing challenges -and successfully launched products and services without the expense of advertising.
Positioning the company’s expertise – whether the CEO being quoted in the New York Times or Wall Street Journal or a research chief being interviewed in a top trade publication – was an integral part of the campaign.
The quality of the coverage was such that when the Harte-Hanks CEO met with Wall Street stock analysts, he brought copies of the compiled coverage books, stating, “This is who we are.”