Case Study Category: Branding, Multi-Channel, Content, Social Media, Public Relations Strategy
Danni Eickenhorst and Michael Kilfoy have worked together to develop a comprehensive strategy to raise awareness of the network of greenways and trails being developed by Great Rivers Greenway, a special parks district that serves St. Louis City, St. Louis County and St. Charles County in Missouri Though the District had strong branding and messaging in place, those assets were not being used to effectively market the District until the beginning of Danni’s tenure as the District’s first communications manager, largely because of the District staff’s limited time and resources.
At the beginning of Danni’s work with the District their profile was very low, with an early study showing around 1% name brand recognition. Under her management, the District realized significant growth by the end of Q1 2013, including:
199% increase in website traffic;
As much media coverage in the first quarter after she began working with the organization as the District had enjoyed in the entire previous year, thanks to a strategic PR effort with employees and a PR consultant;
127% increase in newsletter subscribers with an open rate 11% higher than the industry average, and
Because the organization is so committed to partnerships and improving the quality of life in the region, Danni worked to develop www.ConnectingSTL.org, a community blog for Great Rivers Greenway and more than 25 of its partner organizations and a source for all things transformative in St. Louis. The blog not only allowed the District to have another channel of communication, but it build organic SEO value and provided an opportunity for their partners to showcase their excellent work.
Danni also managed the internal and external communications and brand management for Great Rivers Greenway District in support of the organization’s mission and values, including social media communications, websites, newsletters, marketing brochures and press releases.
Recommendations for Danni’s work with Great Rivers Greenway:
“I’ve had the pleasure of working with Danni during her time as head of communications for Great Rivers Greenway and can’t speak highly enough of her work. She is one of the most strategic, creative, hard working, results-driven individuals I’ve encountered in my 20+ years in the communications industry. She takes the art of communication to new highs and does so with an energetic enthusiasm that makes her a joy to be around.” – Julie Hauser, PR Consultant for Great Rivers Greenway
“Danni has an incredible ability to track many things at once. She can take on an enormous amount of work and still ensure that it gets done right. She is proficient in her social media crafts and demonstrates a solid understanding of how to prioritize the work load when time is critical which is often the case in Communications and Public Relations. She has a great sense of urgency about her job and remains bright and fun and a good person have on any team.” – Patrick Owens, Great Rivers Greenway
Community Engagement Consulting, Government
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