Work that Dares to Make a Difference

Addressing the Challenge: Anticipating dramatic growth in the e-grocery category, global logistics automation specialist Swisslog needed to defend its leadership position while ramping up lead generation.

Getting to Precisely What Matters: While Swisslog is recognized globally for sophisticated robotics solutions, grocers weren’t ready to have that conversation. What they needed was help understanding and evaluating e-grocery fulfillment strategies. Working with Swisslog experts, we developed a robust thought leadership program, backed by a comprehensive library of digital and video content. Through an integrated program of email, social, paid search, media relations and advertising, we drove qualified prospects to engage with resources that helped them learn how to take advantage of emerging technologies – and determine which approach was right for their unique situation.

Daring to Make a Difference: The program helped Swisslog generate 76% more leads in 2020 than in 2019. Swisslog also received the most earned media coverage in its history, which included placements in The Wall Street Journal Logistics Report, USA Today, Fox Business, Progressive Grocer, Supermarket News and more. Additionally, document downloads on Swisslog’s website increased by 162% in 2020, with the program’s e-books as the most downloaded assets. As the e-grocery business continues to evolve, Swisslog’s leadership position is stronger than ever.

Addressing the Challenge: Aquaculture innovator AquaBounty combines genetic engineering expertise with land-based fish farms to meet increasing global demand for high-quality, responsibly raised salmon. Consumer acceptance is the key to making it work.

Getting to Precisely What Matters: One taste of AquaBounty salmon is all it takes to make a believer out of even the most skeptical consumer. But widespread misinformation about GMOs creates a barrier to trial. Fahlgren Mortine developed a comprehensive strategic messaging plan to dispel the myths and highlight AquaBounty’s leadership in biotechnology and commitment to quality and sustainability. Through an integrated campaign comprising media relations, social media, paid search, advertising and web development, we emphasized the benefits of AquaBounty innovation — from minimizing environmental impact to preserving healthy fish populations — to drive interest in and favorable perceptions of AquaBounty’s fresh, nutritious salmon.

Daring to Make a Difference: Consumer interest in AquaBounty salmon is strong with seven out of 10 survey respondents showing strong purchase intent. AquaBounty’s genetically engineered Atlantic salmon saw continued market validation from seafood distributors in the second quarter of 2022 with a revenue increase of 371% YOY. Media outreach resulted in articles in hundreds of news publications and focused seafood trades, which helped raise awareness, credibility and visibility for the brand and its ongoing efforts to create a more sustainable, food-secure future.

Addressing the Challenge: Facing ever-expanding competition in the grocery category, coupled with time-pressed, cost-sensitive customers, Kroger must continually evaluate its services and products to grow brand loyalty and remain relevant.

Getting to Precisely What Matters: Kroger is committed to Feeding the Human Spirit – delivering fresh food at a fair price, simplifying the shopping experience and meaningfully giving back to its communities. As a trusted partner for more than 20 years, Fahlgren Mortine has helped Kroger continue to increase brand awareness while protecting market share. We bring an outside perspective to Kroger’s marketing programs, helping to bridge the gap between Kroger, their customers and communities. Through initiatives focused on diversity and education; hunger and health; local agriculture and community pride; new stores and new services, Fahlgren Mortine is providing fresh thinking, building brand loyalty and opening doors with new ways to enhance the shopping experience.

Daring to Make a Difference: As the grocery category landscape continues to evolve, so does our commitment to bringing innovative perspectives. Everything we do strives to position Kroger as a trusted leader in the community, preserve the corporate brand, protect and enhance the company’s reputation, elevate Kroger associates and maximize availability and acceptance of continually evolving products and services important to consumers’ lifestyles today.

Addressing the Challenge: Planning a memorable vacation is all about getting every detail just right – especially for families with children on the spectrum. Visit Myrtle Beach had a unique opportunity make a meaningful connection with this important audience through earned media.

Getting to Precisely What Matters: The Champion Autism Network (or “CAN”) was founded by a mother in the Myrtle Beach area to advocate for the needs of families affected by autism. Dozens of attractions, restaurants and even the airport had already lent their support to the movement, offering special sensory-friendly experiences. Fahlgren Mortine helped Visit Myrtle Beach build on this momentum and start promoting the area as America’s first autism-friendly travel destination.

Daring to Make a Difference: We secured more than 400 placements that mentioned or featured the area’s autism-friendly options and the CAN program. Following the media blitz, CAN received more than 80 new requests for a CAN Card, growing the number of cards in circulation by more than 200 percent.

Addressing the Challenge: Recognized as a leading medical equipment manufacturer for more than 50 years, Midmark Corporation was transforming its business to focus on clinical environment design. Making that transition would require elevating customer interactions from product-led discussions to insight-led discussions.

Getting to Precisely What Matters: Following a thorough analysis of the entire sales process, Fahlgren Mortine developed a comprehensive content strategy designed to leverage Midmark’s deep category expertise and valuable commercial insights. In partnership with the company’s subject matter experts, we created the Point of Care Ecosystem white paper series, designed to help providers and healthcare systems understand how to establish fully-connected point of care ecosystems in their facilities. Related content extended across all outreach channels, including webinars, podcasts, blogs and media relations.

Daring to Make a Difference: Fahlgren Mortine was able to secure bylined articles and notable placements in key industry outlets on the innovation and ideas Midmark is bringing to the industry. Since 2016, published byline articles increased by tenfold while notable placements increased by 650 percent.

Addressing the Challenge: With more top-ranked degree programs and specializations than any other art and design university, Savannah College of Art and Design is the global leader preparing its talented students for rewarding creative careers. That story needed to be amplified through earned media placements.

Getting to Precisely What Matters: SCAD has a longstanding commitment to excellence in arts education. Our media relations program reinforces that core message across diverse audiences by developing specific storylines that connect to business, design and the arts or human interest angles. Through placements in top-tier media outlets such as Buzzfeed, The New York Times, Harper’s Bazaar, Essence, Forbes, CNN, Teen Vogue, TODAY and TIME, we celebrate industry award recognition, highlight alumni successes, and showcase innovative educational programs and executive thought leadership.

Daring to Make a Difference: According to proprietary competitor analysis, SCAD consistently achieves significantly higher quality placements than other well-known institutions including Parsons, Pratt and RISD. Fahlgren Mortine’s earned media efforts secured more than 328 million impressions in the 2019-20 academic year.