STRIVING TO DO MORE FOR OUR CLIENTS.
OUR WORK
We build more than a strong portfolio, we cultivate lasting relationships. The following case studies showcase some of the work of Kristin Helvey's teams.
Don’t just know your audience—value it!
A health organization was preparing to embark on a $12.5 million renovation project to improve maternal child health services—one of its primary service lines. As local competition was also ramping up targeted marketing efforts, the project became a critical factor in the financial health and overall sustainability of the organization. To ensure the upcoming improvements aligned with the needs and demands of its evolving customer base, the organization needed to accurately identify what women, children and their families desire and expect in health care services.
Helvey Communications designed and launched the first ever community feedback collection and processing effort on behalf of the service line with the goal to learn more about what is important to customers related to the health care provision for women and children—and what affects decisions about where to receive these services.
The feedback effort identified several main themes related to cultural relevance, care options, facilities, and provider relationships that were used to drive operational changes within the organization, as well as general decision making related to the renovation project. The effort also prompted the development of additional ongoing feedback forums, including a virtual customer advisory group and an internal working group to align the service line’s operations with customer values and priorities over time.
A health organization was preparing to embark on a $12.5 million renovation project to improve maternal child health services—one of its primary service lines. As local competition was also ramping up targeted marketing efforts, the project became a critical factor in the financial health and overall sustainability of the organization. To ensure the upcoming improvements aligned with the needs and demands of its evolving customer base, the organization needed to accurately identify what women, children and their families desire and expect in health care services.
Helvey Communications designed and launched the first ever community feedback collection and processing effort on behalf of the service line with the goal to learn more about what is important to customers related to the health care provision for women and children—and what affects decisions about where to receive these services.
The feedback effort identified several main themes related to cultural relevance, care options, facilities, and provider relationships that were used to drive operational changes within the organization, as well as general decision making related to the renovation project. The effort also prompted the development of additional ongoing feedback forums, including a virtual customer advisory group and an internal working group to align the service line’s operations with customer values and priorities over time.
Engaging ‘community’ in your cause
A mid-sized church striving to “be a church without walls” had attempted more than once to establish a much-needed community center to meet facility and programming needs across the city, as well as generate revenue to aid church missions. The project had failed for various reasons, and, as the church prepared to launch another campaign, leadership recognized a sense of message fatigue within the congregation, as well as apprehension about supporting a project with many details still unknown.
Helvey Communications developed a strategic communication plan targeting staff and the congregation to 1) create project ambassadors, 2) provide clear and consistent information about the project, 3) instill a sense of ownership and pride in the project, and 3) generate support for the construction and operation of the center. Helvey Communications also developed the campaign’s tangibles, including information booths, printed materials, Web content, a campaign video, direct mail, a social media plan and other campaign collateral.
Guided by the strategy and tactics identified in the communication plan, the campaign generated over $1 million from church members alone and exceeded volunteer help and prayer commitment goals. Met with very little resistance, the church broke ground on the center and is now nearing completion of phase one of the project.
A mid-sized church striving to “be a church without walls” had attempted more than once to establish a much-needed community center to meet facility and programming needs across the city, as well as generate revenue to aid church missions. The project had failed for various reasons, and, as the church prepared to launch another campaign, leadership recognized a sense of message fatigue within the congregation, as well as apprehension about supporting a project with many details still unknown.
Helvey Communications developed a strategic communication plan targeting staff and the congregation to 1) create project ambassadors, 2) provide clear and consistent information about the project, 3) instill a sense of ownership and pride in the project, and 3) generate support for the construction and operation of the center. Helvey Communications also developed the campaign’s tangibles, including information booths, printed materials, Web content, a campaign video, direct mail, a social media plan and other campaign collateral.
Guided by the strategy and tactics identified in the communication plan, the campaign generated over $1 million from church members alone and exceeded volunteer help and prayer commitment goals. Met with very little resistance, the church broke ground on the center and is now nearing completion of phase one of the project.
Engage youth, save lives
In Alaska, the average age range of people who commit suicide is between 18-24. For Alaska Native people, the numbers are dire. Alaska Native people have the highest number of suicides per capita over any other ethnic group in the nation. A tribal health organization tasked itself with addressing the situation head on—and communications became a major part of the suicide prevention effort.
Kristin Helvey, APR, and her team developed a strategy that included an intense research phase, leading to the facilitation of various youth focus groups. The findings necessitated a positive campaign, paired with skills-oriented communication and training. Helvey’s team determined that with limited grant funding, the campaign should educate friends and family about what to do if they saw suicidal thought symptoms.
Campaign tactics included a video contest that paired youth with professional video mentors to create a 30-second suicide prevention commercial. This created a grassroots product that aligned with research stating the most impactful suicide prevention messaging happens while being taught a useable skill—in this case video production. Other tactics included interactive booths, print material, special events, media relations and Web content. A school-based component involved presentations to classrooms about how to identify suicidal symptoms and what to do when they were spotted.
By the end of the campaign, hundreds of youth in the Anchorage and surrounding area were reached with the messages. The youth-developed videos were seen by over 30,000 Alaskans over the course of two months, including during the summer Olympic coverage. Of the youth reached, 71 percent said they would be more likely to help a friend in need regarding suicide based on information they learned from this campaign.
In Alaska, the average age range of people who commit suicide is between 18-24. For Alaska Native people, the numbers are dire. Alaska Native people have the highest number of suicides per capita over any other ethnic group in the nation. A tribal health organization tasked itself with addressing the situation head on—and communications became a major part of the suicide prevention effort.
Kristin Helvey, APR, and her team developed a strategy that included an intense research phase, leading to the facilitation of various youth focus groups. The findings necessitated a positive campaign, paired with skills-oriented communication and training. Helvey’s team determined that with limited grant funding, the campaign should educate friends and family about what to do if they saw suicidal thought symptoms.
Campaign tactics included a video contest that paired youth with professional video mentors to create a 30-second suicide prevention commercial. This created a grassroots product that aligned with research stating the most impactful suicide prevention messaging happens while being taught a useable skill—in this case video production. Other tactics included interactive booths, print material, special events, media relations and Web content. A school-based component involved presentations to classrooms about how to identify suicidal symptoms and what to do when they were spotted.
By the end of the campaign, hundreds of youth in the Anchorage and surrounding area were reached with the messages. The youth-developed videos were seen by over 30,000 Alaskans over the course of two months, including during the summer Olympic coverage. Of the youth reached, 71 percent said they would be more likely to help a friend in need regarding suicide based on information they learned from this campaign.
When nightmares come true: Communications in the midst of crisis
Finding out your child’s educator may be a predator is one of any parent’s worst nightmares. That nightmare came true when a local tutoring company found out one of its long-time high school tutors was being investigated for the possession of child pornography and sexual relations with a minor.
This was the first incident of this nature for the company, which had worked hard to earn a reputation of excellence in the state. Communication from the company to its key publics needed to happen, and quickly. Helvey Communications was hired to develop a plan to deliver clear and consistent communications that would maintain employees’ confidence in the organization, preserve the trust of its clients, and minimize disruptions to employees’ and students’ daily work. This would surely be a challenge in the midst of legal constraints, uncertainty of facts, flaring emotions and quickly changing circumstances.
In the months following the implementation of the plan, the company did not experience even one customer lost due to the event. Instead, numerous thank you emails from parents and high school staff had been written to the company’s CEO related to the effective handling of the situation. At the time of this summary, the company was experiencing its third straight record-breaking month as measured by both customer acquisition and total revenue. Partner engagement as measured by the number of practice SAT/ACT events and presentations held at high schools had also increased over the previous spring.
This communication plan, which was awarded Public Relations Society of America’s 2017 Silver Anvil Award and PRSA Alaska Chapter’s 2016 Grand Award, exemplifies the remarkable impact of sincere, transparent and timely communication—even when it’s difficult.
Kristin Helvey, APR, has since been invited to present this case study at various conferences and professional development sessions across the country.
Finding out your child’s educator may be a predator is one of any parent’s worst nightmares. That nightmare came true when a local tutoring company found out one of its long-time high school tutors was being investigated for the possession of child pornography and sexual relations with a minor.
This was the first incident of this nature for the company, which had worked hard to earn a reputation of excellence in the state. Communication from the company to its key publics needed to happen, and quickly. Helvey Communications was hired to develop a plan to deliver clear and consistent communications that would maintain employees’ confidence in the organization, preserve the trust of its clients, and minimize disruptions to employees’ and students’ daily work. This would surely be a challenge in the midst of legal constraints, uncertainty of facts, flaring emotions and quickly changing circumstances.
In the months following the implementation of the plan, the company did not experience even one customer lost due to the event. Instead, numerous thank you emails from parents and high school staff had been written to the company’s CEO related to the effective handling of the situation. At the time of this summary, the company was experiencing its third straight record-breaking month as measured by both customer acquisition and total revenue. Partner engagement as measured by the number of practice SAT/ACT events and presentations held at high schools had also increased over the previous spring.
This communication plan, which was awarded Public Relations Society of America’s 2017 Silver Anvil Award and PRSA Alaska Chapter’s 2016 Grand Award, exemplifies the remarkable impact of sincere, transparent and timely communication—even when it’s difficult.
Kristin Helvey, APR, has since been invited to present this case study at various conferences and professional development sessions across the country.
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