Client Success Stories

The following cases are examples of how our public relations and marketing support has contributed to our clients' successes and bottom lines. For examples that may relate more specifically to your industry or area of interest, please contact us at info@wiserhemlepp.com.

Restoring Quality of Life

(Thoroughbred PRSA First Place Award Winner '07)

When people become dependent on a ventilator, it's not unusual for them to fear the changes to their quality of life. Rockcastle Hospital and Respiratory Care Center (RHRCC) wanted to create an inspirational video to dispel the myths and to show patients doing daily activities such as eating, cooking, attending classes and participating in group events.

Wiser, Hemlepp has conducted patient satisfaction research for the hospital for many years and has conducted interviews with patients and family members about what was important to them about their selection of the facility and their experience there. This information was included in the video to ensure family members viewing it would receive relevant information.

Rather than using a narrator, the information for this innovative facility is told through patient and family member testimonials and explained by hospital personnel, giving it a very personal feel.

The video has served the hospital well as one of its key marketing communication pieces. This was especially important in 2006 because the facility opened a new wing, increasing its capacity by more than 30 percent.

Although most facility residents are Kentuckians, referrals have increased from outside the state, indicating the organization's reputation is growing nationally. In 2006 referrals were received from 14 states, a significant increase from the past. Patients came from as far away as Nebraska and from prestigious hospitals such as Johns Hopkins and Duke University. The video has helped reinforce that even though this specialized program is in a small Kentucky town, it's doing big things.

Positive Outcomes

(Thoroughbred PRSA First Place Award Winner '07)

Following leadership changes, the board of directors and staff of the Kentucky Chamber of Commerce wanted to create a dynamic new brand based on member wants and needs. They also wanted to hear the opinions of Kentucky Chamber members and non members regarding the organization, what direction members wanted their Chamber to go and what the organization could do to improve member service.

A branding team was formed and Wiser, Hemlepp & Associates was selected to conduct research and apply the information to the rebranding process. WH&A conducted phone surveys using a list of members and non members provided by the Kentucky Chamber. Focus groups were then held with various audience segments around the state.

Research results revealed words that participants most often associated with the Kentucky Chamber of Commerce and what characteristics they wanted their Chamber to have. It also showed the Chamber was correct in thinking its logo was not working.

Using the research results, WH&A, worked with graphic designers to develop new tagline and logo concepts. After input was obtained from Chamber managers and board members, and online testing with focus group participants, a final selection was made and the new logo and tagline were unveiled.

Response to the new logo and tagline (quantitative and anecdotal) has been overwhelmingly positive, and the Kentucky Chamber is leading the organization based on a greater understanding of member needs.

Celebrate Life, Liberty & the Pursuit of Happiness

(PRSA East Central District & Thoroughbred Chapter First Place Award '05)

Due to increased demands and new testing requirements, Central Kentucky Blood Center determined it had to build a new central processing facility or risk failing to meet its mission in the near future. A non-profit organization, CKBC did not have all the funds needed, but knew it had to move forward while working to secure significant contributions. Property was purchased, architectural plans were developed and a goal for breaking ground was set for fourth quarter 2006.

Then, through a capital campaign feasibility study, CKBC learned it was not seen by key philanthropic prospects as a charitable organization that needed financial support. They had to quickly increase public awareness and create a groundswell of support to turn opinion around. Wiser, Hemlepp was hired and work began in March to complete the campaign by the end of November.

The plan included traditional advertising and media relations, speaking engagements, displays and staff participation in local schools, community Celebrate Life days and a dinner featuring entertainer Barbara Mandrell and honoring a local person for their contributions to the area's life, liberty or pursuit of happiness.

CKBC achieved high visibility during the summer and fall campaign as media response was extraordinary, including 10 newspaper stories, seven radio appearances, and 18 television stories or interviews. Nineteen companies deleted comma were financial or in-kind sponsors at a value of nearly $60,000. These organizations previously had not donated financially to CKBC. Forty-six companies or individuals sponsored tables. An estimated 1,800 students toured the Life Exhibit within the first month. About 650 people attended dinners in three cities, and participated in auctions to raise funds. Sixteen speaking engagements were held with civic groups across the region. Blood donations increased by 2,600 units in the last quarter of 2004, setting a new record.

In 2007, CKBC-now known as the Kentucky Blood Center to better reflect its service area-moved into its new, state-of-the-art facility, and the organization has raised millions in donations, grants and new public support.

Spreading the Word of Hope

(PRSA East Central District First Place Award '05; Thoroughbred PRSA First Place Award Winner '05 and '07,)

Rockcastle Hospital and Respiratory Care Center (RHRCC) is nestled in the small south, central Kentucky town of Mt. Vernon. This hidden jewel is the only Kentucky facility operating a unit exclusively for individuals who are ventilator dependent. Residents come from throughout Kentucky, and many are referred from several other states.

Because most patient care is paid through Medicaid, administrators were concerned that state cuts in reimbursement would impair their ability to provide the high level of care these residents require. Additionally, they knew there were potential referral sources in Kentucky that were unaware of the depth of services provided by RHRCC and that competition was on the rise due to an increase in step-down units that accept ventilator patients as part of their mix. To help create greater awareness of those services and the family atmosphere of RHRCC, administrators determined a magazine would help tell the story.

The four-color, glossy magazine has been a morale booster and an education tool for staff, residents and residents' family members. The magazine is mailed statewide to hospital case managers, hospital administrators, legislators and residents' family members.

Administrators believe Fresh Air elevates the hospital's reputation and helps communicate the difference this extraordinary program makes in people's lives. The hospital has seen an increase in the number of admissions during the past two years and received positive comments from referral sources, healthcare leaders in various areas of the state and people in the community.

More importantly, the facility was able to win state approval for additional beds for ventilator patients-a battle it had been fighting for several years. The hospital now has 79 dedicated beds for these residents.

National Trade Show Media Attention Blossoms

When a small business purchased a national, high-tech trade magazine and trade show/exhibit, the owner wanted to demonstrate to the industry that he was going to build the show and make it one that would help participants market new and existing products. However, past media coverage of the trade show had been limited.

He brought Wiser, Hemlepp & Associates on his team about three months before the event. We quickly developed a large national media list including reporters and editors in the technology, consumer, and finance beats. A publicity strategy was developed that included a series of news advisories, releases, and updates and direct contact with media. In addition, trade show participants were contacted to identify newsworthy products or announcements that could be launched during the show.

As a result of these efforts, more than 60 reporters attended the show, executives from exhibiting companies were able to have one-on-one interviews with national reporters, and coverage was better than any previous show. Included in attending media were CNN and Bloomberg's Tech Report, which aired stories about exhibitor products.

What's in a Name?

A national faith related media organization realized that it would not be living its mission to the fullest if it did not branch out into the world of the Internet. So, it began the process of exploring what type of site would best serve its member faith groups.

After interviews with faith group leaders, meetings with technology experts and collaboration with an incubator of high-tech start-ups, the organization had a strong business plan. Managers realized the venture also needed marketing support to bring the product together and appeal not only to members, but also to their end-users.

Wiser, Hemlepp & Associates was selected as the organization's public relations and marketing firm. In addition to creating a comprehensive communication plan, WH&A determined that focus group research with several segments of the consumer public was necessary. Key in the research goal was to test the proposed Web site name and the purpose and concepts behind the site. The research was successful in providing insight into the differences between various groups, such as those who attended faith services and those who didn't, and refining potential names.

Of great value was learning that the organization's name was too long and not clearly understood by consumer groups, making it not a good choice as a domain name. By shortening it, the name became a positive in attracting church attending consumers. An additional name tested well for future use with those who did not attend church services. The research saved the organization from adopting and branding a name that was confusing to consumers and that would not connect with certain segments, a mistake that could have been costly.

Relationships are the Name of the Media Game

An established business in the employment services arena planned a bold move-acquiring its biggest competitor. The owner wanted to make sure that his company, smaller than the company it was to purchase, was well positioned throughout the process.

He brought Wiser, Hemlepp & Associates into the process well in advance to develop a communication plan. The steps developed included developing message points, meeting with employees of both organizations to discuss potential questions that they could face from customers, friends, and the media and how they might address those questions, and media relations communications.

The acquisition went smoothly and it received appropriate coverage in area business publications. As an added benefit, the owner of the company established a relationship with the business reporter that has resulted in inclusion in several subsequent articles.

Starting from Scratch in a New Market

It often takes years to build a new business, especially in the highly competitive financial arena. But a young entrepreneur sought to quickly establish a Kentucky branch of a successful New York financial advising firm.

He had several factors in his favor-association with an articulate, experienced consultant, tireless energy and enthusiasm, and Wiser, Hemlepp & Associates as his marketing and public relations firm. Business development for this company centered on holding informational seminars for the public, so the marketing goal was to fill sessions with consumers in need of sound financial advice and services.

Through a well-planned mix of advertising and publicity, the sessions were well attended by appropriate clientele, despite a modest budget. Client acquisitions as a result of the sessions have kept the owner hopping and provided the financial base needed for the emergence of a strong, new business.