WHAT WE DO
We forge brand reputations and influence decision makers.
You don't have to stand out from every crowd. You just need to stand up in front of the right one.
At Approach, we engage the audiences who matter most to you by crafting and finely-tuning your story pitches, campaigns and social advertising.
We build meaningful relationships with journalists, bloggers and social media influencers to make sure your brand message is served to the right audience at the right time.
And, we keep your content working hard for you by leveraging it across multiple channels in a strategic PESO (paid, earned, shared, owned) model.
While our work is rooted in marketing best practices, you should know we're never OK with the status quo. Our team is constantly asking: "Is this working?" And we innovate and evolve until the answer is a resounding yes... every single time.
This is how we generate the best ideas—and this is where authentic stories are born.
Our key services:
MARKETING STRATEGY
MEDIA RELATIONS
SOCIAL MEDIA MARKETING
DIGITAL COMMUNICATIONS
INFLUENCER ENGAGEMENT
EXECUTIVE BRANDING
CRISIS COMMUNICATION PLANNING
CONTENT DEVELOPMENT
Marketing Strategy
Have big goals? You’ll need a map for that.
Every solid marketing strategy begins by fully understanding the desired end result.
What will success look like for your brand? Who is your target audience? And what do you want them to do?
During the initial planning phase, our team collaborates with you to develop a deep understanding of your organization, goals, key stakeholders and competition.
Then, we map out an efficient and effective marketing plan, combining a variety of strategies and tactics that make sense for your industry, budget and audience.
These multi-layered marketing strategies not only help you reach your target audience, but also ensure that you make meaningful connections that inspire brand loyalty and drive customers to action.
Includes:
MARKET RESEARCH // BRANDING + MESSAGING // STRATEGIC PLANNING // COMPETITOR ANALYSIS // BRAND POSITIONING // RECRUITING + RETENTION // CAMPAIGN CREATION // IMPLEMENTATION // CAMPAIGN ANALYTICS
Learn more about marketing strategy
with Janice Zielinski, Account Director
MEDIA RELATIONS
Earn coverage that amplifies your brand message.
Media relations is less about selling your product and more about telling your story. And people love a good story.
A well-executed earned media strategy benefits your brand by raising awareness, endearing your company to the public and building credibility through third party endorsements.
Working with some of the biggest names in national and local media, we know how to secure credible coverage by pitching the right stories to the right media outlet at the right time.
As it is getting harder and harder for businesses to cut through the noise and truly connect with customers, media relations that illustrates your unique story is more important than ever.
The reality is that all organizations can benefit from adding a media relations component to their overall strategic marketing plan-no matter the company size, industry or budget.
In the end, as much as your audience loves to hear from you—seeing your story in the news helps build an even deeper sense of trust and affirmation of brand loyalty.
Includes:
STORY IDEATION // MEDIA ENGAGEMENT // EDITORIAL CALENDAR DEVELOPMENT // MEDIA MATERIAL + PRESS KIT DESIGN // EVENT PLANNING + SUPPORT
Learn more about media relations
with Liz Woerth, Head of Talent
Meet your audience where they are... online.
Audiences of all ages are online, making it important to invest in a social media strategy.
These days, while organic social posts are still important, you also need a complementary paid strategy to ensure your content reaches the audiences that matter to your business.
Fluent in all things social media, our team has deep expertise in social media marketing, crafting creative campaigns, driving audience engagement and executing paid strategies across Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn and more.
One of the things that excites us most about social media marketing is that every single engagement is measurable.
We’re experts in scrutinizing analytics to assess your brand performance along with competitors and the industry as a whole.
We keep a close eye on your post performance and can make adjustments in real-time to align with what we see working best. We also work closely with clients using Google Analytics and other tools to assess how these efforts are paying off with valuable leads and conversions.
From determining the right balance of paid and organic posts to spotting the latest trends to applying key learnings from different industries in real-time, we can help you navigate the ever-evolving social media landscape.
Includes:
SOCIAL MEDIA AUDIT, STRATEGY DEVELOPMENT + EXECUTION // COMMUNITY MANAGEMENT // PAID ADVERTISING // CONTENT CREATION MARKETING // SOCIAL LISTENING // PAID MEDIA ANALYTICS
Learn more about social media marketing
with Maddie Heery, Digital Strategist
INFLUENCER
ENGAGEMENT
Rally your best brand evangelists to share their experiences.
Who better to spread the word about your brand than those who wholeheartedly believe in what it stands for? When it comes to engaging influencers, we know that authentic recommendations from real fans stand out in the feeds of their followers and have the power to inspire action.
In fact, Nielsen’s Global Trust in Advertising report found 83% of people trust the recommendations of friends and family, and 66% say they trust consumer opinions posted online.
Yet, influencer engagement isn’t solely based on whose voice is the loudest or most recognized. It’s about whose voice is the most relevant.
Using a combination of database queries, market research and good old-fashioned relationship-building, we specialize in bringing together the strongest group of people to engage your audiences, both online and in the community.
Always up-to-date on the latest FTC guidelines and social strategies, we properly equip your influencers with the right messaging, visual direction and calls to action.
When capitalizing on influencer collaborations, we embrace best practices which foster goodwill and help you forge long-term, mutually beneficial relationships with all your marketing partners.
Includes:
INFLUENCER STRATEGY // RESEARCH AND IDENTIFICATION // CONTRACT NEGOTIATIONS // SAMPLING AND KIT DEVELOPMENT // MESSAGE DIRECTION // RELATIONSHIP MANAGEMENT
Learn more about influencer engagement
with Sarah Ann Harris, Managing Director
EXECUTIVE BRANDING
Put a face to your company name.
By showcasing your executive team's insights, points of view and experiences, you give your company a face, voice and the ability to build more human connections with customers and other key stakeholders.
But C-level officers and company leadership tend to be big on ideas and short on time. That's where our team steps in.
As part of your targeted marketing strategy, we identify opportunities to establish your selected executives as experts in their fields.
Utilizing platforms like LinkedIn, high-profile events, award opportunities and target business publications, we generate ideas and create content that positions your company’s executives as thought leaders and trailblazers.
Maybe you're hosting a book tour, your company has a high-profile product launch, or your CEO has been asked to speak at a corporate giving event. Not to worry, our team will take care of every last detail, so all your team needs to do is show up and shine.
Includes:
THOUGHT LEADERSHIP // SPEAKING ENGAGEMENTS //COMMUNITY INVOLVEMENT // MEDIA TRAINING //LINKEDIN OPTIMIZATION // GUEST AUTHOR OPPORTUNITIES
Learn more about executive branding
with Julie Daubenmire, Account Director
CRISIS COMMUNICATION PLANNING
Protect your hard-earned brand equity.
Crises come in all shapes and sizes. And we know it's not if a crisis hits, but when.
Preparing for the unexpected is a common component of a strong public relations plan, but frequently gets overlooked in favor of other more appealing priorities.
But crisis communication is a requirement for organizations that are interested in protecting their hard-earned brand equity.
According to a survey completed by KRC Research, the two biggest factors that influence respondents' opinions about a company are: what customers say about them and how they react in a crisis.
It turns out, if you can handle a crisis with integrity, you can actually restore trust and credibility.
As part of the crisis communication planning process, we coordinate a detailed vulnerability assessment and then develop a comprehensive plan to put your company in a position to respond promptly, appropriately and with confidence during an emergency.
From updated media materials to easily-accessible contact lists to emergency notification systems, we'll take you beyond simply anticipating a crisis to guaranteeing that you're prepared for one.
Includes:
VULNERABILITIES ASSESSMENT // PLAN DEVELOPMENT // TEAM TRAINING + IMPLEMENTATION // TACTICAL SUPPORT
Learn more about crisis communication planning
with Jennifer Lefkowitz, Account Director
CONTENT DEVELOPMENT
Say it with style [and authenticity].
Crafting compelling content takes time and talent.
Creators at heart, our agency brings together a dedicated core of experienced copywriters, designers and photographers who are well-versed in quickly identifying and developing content that will appeal to your fan base.
You name it, our team can tackle it. We do everything from printed marketing collateral and newsletter design to bylined articles and editorial photography.
We dig deep to get to the heart of your brand story by identifying key messages and visuals that articulate your value proposition and speak to your unique audiences.
Always mindful of efficiency, we provide content for use across multiple owned and earned channels—from your website, blog and newsletter to media kits and social media posts—always ensuring your brand narrative is clear, consistent and memorable.
Includes:
COPYWRITING // PHOTOGRAPHY // VIDEOGRAPHY // COLLATERAL DESIGN
Learn more about content development
with Amy Carruthers, Creative Strategist
SOCIAL MEDIA MARKETING