DWA Case Study


	See also: MEDIA COVERAGE MEDIA SITE	CASE STUDY

2004 Public Relations Campaign Set Prestigious Tone for Troika Design Group, Showcased Spectacular Achievements and Unique Market Position

Troika Design Group is a multidisciplinary, award-winning design company in Hollywood consisting of designers, producers, animators, editors and conceptual thinkers who specialize in network branding, promotional and advertising campaigns and show packaging. The DWA public relations campaign ran from February through August of 2004.

Challenge
Design, develop and execute a cost-effective media relations campaign as the primary marketing channel for supporting Troika's key company objectives, including customer and vendor relations, employee recognition, promoting high-profile project work, and strategically communicating company's unique market position.

Approach
Maintained close contact with executive team to ensure thorough understanding of prioritized objectives. Identified high-priority projects and developed strategy for emphasizing most critical aspects (client interaction, staff contributions, technical aspects to maximize vendor relationships, etc.). Maintained proactive dialogue with journalists and editors at targeted media outlets via a steady stream of intelligent pitches, press releases, press kits and follow-up correspondence detailing company’s work. Tracked and pursued targeted editorial coverage and advised on specific marketing opportunities. A database of key media pundits, analysts and leading market movers was compiled and leveraged to promote major business developments, providing global contacts with all of Troika's latest project and development news and background materials through the web-based virtual press office.

Results - Highights

Troika delivered a dazzling variety of spectalar creative assignments during campaign era, including projects for KCET, TV Land, Food Network, ABC, ESPN and TV Guide Network, among many others.

Company’s unique market position focused through DWA campaign efforts expanded Troika's solid, far-reaching reputation as one of Hollywood’s most respected and technically resourceful companies for network on-air design and HD post-production.

Company added many key new hires during campaign and enjoyed extensive trade coverage for new talent additions.

Media coverage highlights of company's work and other news during campaign included Adweek, Boards, SHOOT and shots, coverage in Creativity's annual Broadcast Design issue... and in leading design industry trade publications from the U.S., Europe and Asia.

Campaign provided key support for company's most important marketing activity of the year: attendance at annual PROMAX and BDA convention in New York City.

Editorial media reach on Troika's ESPN Sportscenter HD graphics package exceeded five million impressions worldwide by end of 2004 alone.

About The Darnell Works Agency
The Darnell Works Agency supports some of the world's most innovative business ventures by providing intelligent business counsel, helping leaders build, showcase and leverage meaningful accomplishments, and combining proven strategic foresight with cross-media communications expertise to achieve specific aims and objectives. Since 1990, principal Roger Darnell has successfully served hundreds of leading executives and working members of the press, resulting in over a billion positive media impressions worldwide, and earning DWA's reputation as a leading agency for crafting and delivering brand communications campaigns that are effective -- and genuinely interesting.