The founders of startup company Vetcorps Landscaping wanted to create awareness of the young company in order to secure new clients and grow the business. Washington, D.C.-based Vetcorps, which hires American military veterans and donates a portion of its profits and time to veteran-focused charities, was particularly interested in securing more corporate clients.
Strategy and Tactics
Lovell Communications deployed a media relations strategy that introduced Vetcorps to local media outlets. After announcing the formation of the business in March 2012, we followed up with reporters about six months later to pitch a story about the company’s growth and the good work they do to help local veterans.
The Washington Business Journal, an online and weekly print publication with circulation of about 16,000 targeting business leaders in the D.C.-region, featured Vetcorps Landscaping in its Biz Smarts section on November 2, 2012. The article discussed the company’s growth and success to date, as well as its mission of supporting America’s military heroes.
Due to the article, Vetcorps secured a contract to handle a large number of the Taco Bells in the Washington, D.C. area. The company was also approached by other organizations and businesses including the Democratic National Committee, International Monetary Fund/World Bank and Congressional Black Caucus about potential contracts. The Taco Bell deal alone put the company on track to double its sales for the 2013 season.
“Vetcorps secured several large, new clients because of the work of Lovell Communications. Because of their work, we were also able to employ more veterans and we increased our visibility. They helped us tremendously.”
- Chris McDonald, Co-Founder of Vetcorps Landscaping
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