PUBLIC RELATIONS

“Public Relations” is often a misunderstood discipline that needs to be discussed because it is an intangible, invaluable asset that cannot be bought. Well-executed public relations influences the people it is targeting, whether it is residents, families, prospects, investors, or stakeholders of any sort.

IVY provides a wide range of services to our clients, from media relations to crisis communications and social media. We help build positive relationships with the public and key stakeholders to help them achieve their business goals.

Our clients’ goodwill and favor are “free” or “earned media” such as stories online, in newspapers, magazines, TV and radio, on websites and blogs, written correspondence or customized programs, as compared to “paid media” such as advertisements.

IVY commits considerable experience, talent, tools, and time to achieve genuine respect and consideration for our clients. We participate at the strategic planning level with management and implement authentic, accurate, and timely storytelling and reputation-boosting programs that take time to realize; however, once achieved, their value is immeasurable.

CONTENT MARKETING

Marketing today is not possible without great content. It must be created strategically with an exacting focus and distributed with relevant, valuable content to attract and retain a clearly defined audience. To solve problems for prospects so they ultimately become buyers, content marketing is comprised of many features:

• Understanding your audience’s persona (all of them individually)
• Content strategy for each audience
• Email marketing
• SEO
• Publicity
• Automated responses
• Newsletters
• Social media
• Video
• Blogs
• Measurements

Like Public Relations, content marketing is intended to stimulate interest in an organization’s products and services and does not explicitly promote a brand. IVY’s portfolio exhibits many examples of content marketing tactics.

SOCIAL MEDIA

Today’s social media options are plentiful, so how should you choose which ones are best for your organization?

We use the same principles to choose social media platforms that we use for other marketing initiatives. We ask the questions:

• Who is our audience? (there are many depending upon what we are trying to achieve)
• What does our client’s organization offer?
• What is the profile of their primary buyer?
• How many platforms should we recommend that our client consider for use?
• What are the available platforms to choose from, and who is the primary audience of the platform?

It’s tempting to fall into the latest fad platform, but we ensure the level of posts required to gather and sustain your audience is possible. We also believe a platform should be able to add to the bottom line ultimately.

It is also tempting to use AI for social media; after all, it produces energetic, fun posts. However, redundancies are rampant with AI both in text and visuals, and it is difficult to drill down to the resident level where the true engagement lives on social media.

IVY believes AI can be helpful, but we also know that the best social media engagement comes from candid, timely visuals and captions that capture the actual essence of the subject in the post.

Our social media services are customized to your organization, your activities, and your image.

Organizations can live and die by reviews and comments on posts. IVY carefully reviews all posts and reviews, responds to each promptly, and researches negative situations to create an appropriate response.