Philanthropic Advisors, LLC
Goulston & Storrs is a prominent law firm headquartered in Boston servicing clients in the United Sates and internationally. Philanthropic Advisors, an affiliate of Goulston & Storrs, offers comprehensive philanthropic advisory services. Members of Philanthropic Advisors actively represent individuals, families, and foundations in all aspects of their philanthropy, from initial strategic planning and administration of charitable goals to investment planning and regulatory compliance.
MEDIA CAMPAIGN
Goals:
Philanthropic Advisors hired Mercer Media Relations to increase its profile and services utilizing placement in the national media including but not limited to trade publications, magazines, radio, television and newspapers.
The goal of the national media campaign of Philanthropic Advisors is to promote Janet P. Atkins, CEO & President, as a national expert in the field of philanthropy, which will enhance the reputation and brand of Philanthropic Advisors, LLC.
Objective:
Goulston & Storrs’ main objective is to utilize the national exposure created by the media campaign to acquire new clients for their private practices and additional wealthy families for the Philanthropic Advisors division.
Strategy:
Mercer Media Relations devised a strategy that would enable Goulston & Storrs to accomplish their goals and objectives. The strategy was to place Goulston & Storrs in the appropriate media outlets that reach the targeted audience.
The targeted audience was private clients and businesses for the private practice division of Goulston & Storrs and wealthy individuals for Philanthropic Advisors.
Mercer Media Relations Solution:
Mercer Media Relations utilized a combination of our pre-campaign and campaign strategies to successfully place Philanthropic Advisors in the following targeted media outlets:
Boston Business Journal
Money Magazine
Massachusetts Lawyers Weekly
CEO Corner – New England Cable News
Washington Dateline Radio
Radio America w/ Greg Corombos – Nationally Syndicated
Westwood One Radio w/ Young & Elder - Nationally Syndicated
The Armstrong Williams Show – Las Vegas, NV - Radio
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China Ocean Shipping Company Group (COSCO)
COSCO is a large conglomerate making international shipping its core business and encompassing shipping agency forwarding, air freight forwarding, terminals and warehousing, inland haulage, trade, industry, financial affairs, insurance, real estate, tourism, contract employment and medium-level and higher education. It is one of the 56 big Group of enterprises approved by the State of China.
MEDIA CAMPAIGN
Background:
COSCO president, Wei Jaifu, was traveling to the United States to meet with Boston, Massachusetts government officials, secretary of transportation, and the Massachusetts Port Authority to negotiate a deal to utilize the shipping lines from China to the Northeastern United States for import and export trade.
President Wei Jaifu also traveled to the nation’s capitol to assure Washington officials and media that COSCO is not controlled by the Chinese military. COSCO wants to become a Fortune 500 company by brokering new deals between Chinese high-tech firms and US investors.
Goals:
COSCO hired Mercer Media Relations to secure media placements in print, radio, and television in an effort to publicize the meetings taking place between COSCO, Boston, and Washington government officials.
Objective:
One of COSCO’s objectives was to further relations between China and the shipping and hi-tech industries’ major players. The other objective was to utilize the media placements as part of COSCO’s marketing efforts in China to promote themselves as an international business with contacts in the United States.
Strategy:
Mercer Media Relations devised a strategy that would place COSCO in major daily newspapers in both Washington and Boston. The targeted newspapers were the Boston Globe business section and the cover of the Washington Times, both major national media outlets in the cities they were targeting. This would provide the credibility and prominence within the business and political community that COSCO sought to achieve.
Mercer Media Relations Solution:
Mercer Media Relations successfully placed COSCO in the following targeted media outlets:
The Boston Globe - Business Section Front Page
Associated Press – Syndicated Print
Bloomberg News
Wall St. Journal w/ David Armstrong
Fox News Interview – Your World Show w/ Neal Cavuto
The Washington Times - Front Page with a Picture of Mr. Jaifu
The Washington Post
Westwood One Radio w/ Young and Elder
Newsnight w/ RD Sahl
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