Results
Challenge:
Sullivan, Cotter and Associates, an executive compensation consulting firm, wanted to extend the reach of their research -- comprehensive annual surveys of hundreds of hospitals and healthcares systems on compensation trends. The firm was in the throes of a rapid growth plan. They needed marketing support and media attention that could catapult its reputation onto a national stage.
Our Solution:
Taking an integrated approach, we mobilized our relationship with the nation’s largest weekly healthcare trade magazine, Modern Healthcare magazine, a division of Crain’s. Through carefully-crafted news releases, we negotiated the annual pick-up of SullivanCotter’s survey results in the publication, contributing to a cover story every year since. After three years, we parlayed a strategic marketing buy with the magazine into an educational webinar, a first for SullivanCotter. The webinar was moderated by Modern Healthcare’s highly-respected publisher and attended by nearly one hundred key executives.
Results:
When Sullivan, Cotter and Associates came to us, they were conducting its business by word of mouth and had established three offices. In year two of our relationship, this regionalized business expanded from Chicago, Detroit and Atlanta to open eight more offices nationwide. The firm is today recognized by both clients and the media as one of the most prestigious and reliable compensation consulting firms. Its annual surveys continue to be highlighted in both industry and national media each year with pick-up in the thousands. Winger Marketing received regular calls from the media about their results. Our support of the firm has expanded beyond public relations to include a drastic re-branding, association sponsorships and unique educational programs.
