As a life coach Dr, Athans consults with entrepreneurs and C-level executives to help them reach their career and personal goals. Dr. Athans, who has written two books and speaks at conferences worldwide, wanted to publicize her empowering work with business people.
Breaking Out of the Mold
Dr. Athans' goals were to increase awareness of her business and consulting practice and to stand out from her competition. In the crowded field of executive coaching, it was not an easy task to differentiate her work and create a core brand message that illustrates the real benefits to businesses.
Developing a Strategy
Through several planning interviews with Dr. Athans we determined the best strategy was to focus on her books and case studies from her work with some of her clients. Also we focused in on the messages she was trying to convey, they were indeed a point of differentiation: Using imagination is a key to business success.
Placemaking Grouptold her story through:
a steady stream of news releases which built coverage and provided the media with story ideas.
video of her consulting with executives to further illustrate her expertise and help the media get to know Dr. Athans
excellent photography of her at public appearances was also important to the campaign and reinforced her image as a dynamic, creative consultant and coach.
Results
Just weeks into the campaign, Dr. Athans began doing radio interviews focusing on imagination. She was also invited to comment on stories involving local students and how they can activate their imaginations to become successful in the future. In addition, she increased awareness of her expertise through an appearance on “View From the Bay,” a popular TV talk show airing on the ABC station in the San Francisco Bay Area.
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