PR and Communications: PCA (Trophy East Series)

challenge

The Porsche Club of America (PCA) recognized the need to improve their pr and communications effort to grow their driver roster and nurture essential relationships within the industry. The club sought a refreshed approach to their communications plan to improve engagement and satisfaction among club members and participants.

action

Essential to building a successful partnership and strategize effective initiatives, KM&A piloted an in-depth exploration of PCA’s current internal and external organizational presence, their positioning and messaging, and conducted a robust audit of the club’s active marketing efforts, collateral and communication tools. This set the foundation for KM&A’s execution of the recommended strategy and tactical approach to the marketing efforts necessary to meet the club’s overarching goals. In relation to the PCA’s overall objectives, our team developed a communication and messaging strategy consisting of an omnichannel marketing plan.

results

Throughout the duration of PCA’s partnership with KM&A, earned media exposure saw a significant spike in press coverage, resulting in 851 total articles published within that year and a total reach of 1.1 million impressions. Social media engagement and reach increased across all channels. Facebook page increased by 2,994 likes, while Twitter had an estimated reach of 60,370 impressions. Email marketing components exceeded industry standards with an average open rate of over 50% and resulted in click-through-rates as high as 55%.

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