In 2016, our team was engaged to develop and execute a multi-year campaign promoting Syracuse as the “Official Home of Winter.” The campaign redefined the tourism calendar as “winter” and “not winter” while humorously positioning Central NY as a fun destination in all seasons. So how did we do it? With lots of planning, creativity, and a team that was ready to embrace the snow and dive right in!
When we build a Marketing and PR strategy for our clients, we use the PESO model. This is a model for strategy developed by Gini Dietrich, author of Spin Sucks. She created it to empower PR professionals to be more and do more than the typical idea of public relations. It is also a fantastic approach to building strategy. The acronym stands for paid, earned, shared and owned media. When all of these tactics are coordinated together, it provides a solid structure for marketing and public relations strategy.