ClearWing ‘latches on’ to Phoenix Award for innovative brand content
It’s been a great first year in business at ClearWing Communications! We’ve had the honor to help clients’ brands fly through unique content creation. To cap it off, we took home a Phoenix Award from the Georgia Chapter of the Public Relations Society of America for creating powerful branded content.
ClearWing’s shiny, blue glass award was for helping Christie Coursey of Breastfeed Atlanta share groundbreaking information. It positioned her as a thought leader and elevated her business as a preferred care partner. All in the name of healthy babies.
The problem & the solution
Babies who quit mom’s milk too early suffer from poor health outcomes. But they’re often referred to lactation consultants too late. Breastfeed Atlanta worked with ClearWing Communications to create a position paper with two goals:
- To propose a new model of care for earlier intervention for breastfeeding babies and moms.
- To position Breastfeed Atlanta as a leading expert on lactation care for newborns so health providers will refer patients.
ClearWing ghostwrote the article for Coursey after a one-on-one interview. We captured information such as who we wanted to educate and action we wanted them to take. The audience included physicians, nurse practitioners (NPs) and other advance practice practitioners (APPs) who see breastfeeding patients.
The professionally-designed and printed branded content piece resembled an article in a medical magazine. The content theorized a gap in specialist care, citing reputable third-party data from organizations such as the World Health Organization. Supporting graphics included infographics (see below). These images helped health providers digest information quickly, even if they didn’t read the full article.
Public relations campaign
The position paper was part of a larger PR plan for Breastfeed Atlanta’s expansion into Marietta. The practice had no existing brand recognition in the area. The PR launch’s purpose was to garner awareness, brand recognition and referrals among the healthcare community, leaders and women. PR support included: A media alert, personal invitations to leaders, a ribbon-cutting/open house event, on-site photography, a press release, story pitching, a series of organic social media posts and the mini position paper.
The four-page position paper was hand-delivered to physicians, NPs and APPs by members of the clinic’s staff. This branded content was the most powerful piece of the clinic’s collateral. It resulted in increased brand awareness, valuable new relationships and healthier babies. It will continue to educate health partners for healthier and happier moms and babies.
To read a blog post version of the article, visit the Breastfeed Atlanta website.
To position yourself and your company as a thought leader, contact ClearWing to chat today.
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