M2K PR is a full-service public relations agency. We help transform companies and evolve their brands through storytelling. How can we help you connect with your audience and turn them into believers?
The Challenge
Launching a Little-Known Company in the Crowded Healthcare Space
A dental services provider was preparing for a nationwide launch but had little-known presence beyond their home state of Florida. Offering an alternative to traditional dental insurance, they were entering the market just as the Affordable Care Act (ACA) was being signed into law. They faced a few key challenges: breaking through the noise in a competitive market, educating the public about their services, and positioning themselves as a preferred provider.
The Solution
Concise, Clear Communication Tailored to Key Audiences
After a comprehensive vetting process, :DentalPlans.com chose M2K PR based on recommendations from Fortune 500 executives. We developed a strategic PR and Communications Plan to establish the company’s PR department and processes. We developed key messages, taglines, editorial calendars, boilerplates, website pages, talking points, a press center, and other content essential to bring together all the elements of the brand.
We raised awareness of dental savings plans by securing impactful media coverage, securing executive interviews, utilizing newswires and content amplification programs, and creating stories that resonated with consumers. One of our standout successes was an article we created, “Brace Yourself for the Cost of Braces,” which generated over 7 million media impressions, increased website traffic by 20%, and sparked engagement in the blog and social media spaces, all while fostering conversations between dentists and consumers.
The Results
Today, :DentalPlans is the largest dental plan marketplace provider, offering over 25 dental savings and insurance plans from trusted brands. Founded in 1999, and with over a million smiles served, the company is revolutionizing the way people shop for dental plans, making dental care affordable, flexible, and accessible.
Sample News Media: Healthline.com, Consumer Reports, New York Times, DentistryIQ
“We have already received 300 web queries from our New York Times article,” said Tiffany Tibbets, senior brand manager, :DentalPlans.com
The Challenge
Positioning the Fourth Largest Wireless Carrier Against National Competitors
Chicago-based UScellular, the fourth-largest full-service wireless carrier in the United States is a regional provider with strong network coverage and cutting-edge technology that enhance customers’ lives, while supporting local businesses, communities, and government operations. Despite competing with industry giants with significantly larger marketing and advertising budgets, UScellular has remained committed to their customers, associates, and communities. So, the challenge is, do more with less and ensure every marketing effort has maximum impact.
The Solution
Public Relations that Resonate in the Hearts of Customers and Engages Communities
UScellular focuses on providing a strong, reliable network supported by the latest technology, and offers a wide range of communication services that enhance consumers’ lives, increase the competitiveness of local businesses, and improve the efficiency of government operations. M2K PR, works with UScellular in three regions of the country: New England, the Mid-Atlantic, and the Southeast. Partnering with corporate and local sales, operations, network, and communications teams, we implemented strategic public relations campaigns that focused on branding, feature stories, press releases, public affairs, and community relations. By leveraging strong, cultivated local media connections, we positioned UScellular as the “hometown” wireless provider, achieving consistent media coverage that outpaced larger national competitors and driving year over year results and performance revenue growth for the company. In addition, we developed news engine stories and topics every quarter that were used by the company of agencies and handled crisis communications.
The Results
M2K PR has delivered thousands of media hits reaching millions of consumers, including hundreds of local stories picked up by national syndicated media outlets. M2K PR drove amplification of experiential marketing programs in local markets, often producing winning participants in programs such as:
M2K PR created a Black History Month Art Program with the Boys & Girls Clubs that encouraged students to research and then draw African American heroes including historical figures, world leaders, scientists, and educators. This program was later templated and used nationwide due to its tremendous success.
The Most Valuable Coach was a national campaign to nominate and recognize some of high schools’ best coaches. M2K PR produced multiple winners in the markets they represented, often in some of the smallest rural communities. Extensive media coverage helped bring out the public vote in support of the local home-town coaches.
Calling All Communities was a program that gave schools the opportunity to earn $50,000 to $150,000 to invest in the areas most critical to their students’ learning experiences. Again, public votes for schools were driven by extensive media coverage, with multiple schools winning over the four years the program ran.
After School Access Project is a program that provides free mobile hotspots and service to nonprofits that support youth after the school day has ended and provides safe internet access for homework and education. M2K PR’s efforts helped spread critical awareness of the free program resulting in more than 100 organizations applying for free hotspots and millions of dollars’ worth of devices and service donated to organizations throughout UScellular’s markets.
Built for US, Phones Down for 5, and Global Day of Unplugging are campaigns supporting less screen time and more personal connections. M2K PR embraced the campaigns to support UScellular’s brand, producing numerous interviews, articles, and op-eds.
M2K PR drove public support and engagement for the Universal Service Fund through a Connecting Rural America Campaign, that educated residents, state legislatures and regulators, and businesses, about the need to expand cellular networks into rural communities to bring tech-equity to rural residents, such as critical safety and economic benefits. This was achieved through numerous op-ed placements, interviews, and in-depth articles on the importance of the fund to rural America. Support of the continued need for broadband access in rural communities continues to this day.
Sample News Media: WABI TV, WVII/Fox 22 Bangor, News Center Maine, WAGM TV, Portland Press Herald, WMUR TV, Bangor Daily News, Piscataquis-Observer, Keene Sentinel, Nashua Telegraph, Roanoke Times, WDBJ7-TV, WBOY-TV, Dominion Post, Beckley Register-Herald, Charleston Daily News, WSLS-TV, Hagerstown Herald Mail, WV News, Asheville Citizen Times, WLOS ABC 13, North Carolina News Network, Spectrum News-Charlotte, Spectrum News-Raleigh, WNCT CBS 9, WITN NBC 7, WCTI ABC 12, WECT NBC 6, WWAY ABC 3, WRAL NBC 5, Wilmington Star News, Greenville Daily Reflector, and Raleigh News & Observer.
“I have worked with Melissa, Melissa, and Kelly for close to 20 years, and they are proven PR professionals who care a great deal about their craft. They each have a great balance of driving excellent results, sharing creative ideas and providing expert counsel. They are responsive and compassionate and have always made me feel like a valued client. They complement each other’s skills and are a great team working together. I have often been told that our structure – multiple agencies needing to work together – can be a tricky proposition, but the collaboration that the three of them have not only amongst themselves, but with our other agency partners, has been nothing short of an absolute joy to be a part of.“
-Katie Frey, UScellular Senior Manager of Media and Public Relations
The Challenge
Boosting Visibility: Forest Society Wants to Amp up News Coverage
The Society for the Protection of New Hampshire’s Forests needed to increase media visibility and brand presence to strengthen the public’s awareness of its mission.
The Solution
Strategic media outreach and innovative storytelling
M2K PR partnered with the Forest Society’s internal teams and stakeholders to enhance engagement with local media leading to stronger visibility and awareness with New Hampshire residents. By creating compelling press releases and media stories, we support land campaigns, conservation easement successes, trail improvement projects, event and education outreach, and public policy initiatives. Through proactive outreach, engaging storytelling, and strategic content distribution, we ensured the Forest Society’s impact was front and center in New Hampshire’s media.
The Results
Our targeted media efforts have significantly increased visibility for the Forest Society, attracting new members, engaging policymakers, and raising public awareness across New Hampshire. The result has been hundreds of stories, reaching current and new members, influencing policymakers, and creating broader awareness of the organization and its mission among New Hampshire residents.
Sample News Media: News outlets include WMUR TV (ABC), New Hampshire Public Radio, Union Leader, Concord Monitor, Keene Sentinel, The Conway Daily Sun, Caledonian-Record, Littleton Courier and more.
“For two decades Kelly has helped us at the Forest Society get the good news out. Moreover, she’s helped develop and implement PR strategies when we’ve faced more controversial issues. I’ve always felt confident in our position with Kelly at our side.“
-Jack Savage, president of the Society for the Protection of New Hampshire Forests
Public relations drives awareness for your business, strengthens relationships with existing audiences and reaches new ones, influences policymakers, and builds consensus around issues or topics. Need a proven and strategic partner? Contact us today.