Review our resources, and, together, we can set your growing brand up for success.

Build a Foundation for Brand Awareness

• Download: How Can Businesses Compete for Brand Awareness

  • You can no longer ignore the need for consistent messaging across all marketing efforts. Earned, shared, owned and paid media work together to drive action and outcome in this guide.

• Messaging & Positioning Worksheet

  • Articulating your mission, values, differentiators and the various details that make your brand unique is important. It’s the first step in checking if your current program is aligned with your brand’s business goals.

• Download: How to Master Buyer Personas for Business

  • Creating buyer personas for your business can help you qualify legitimate leads, and improve your conversion rates.

  • Bonus worksheet: Persona Development Template

• Additional Resources:

  • Redefining PR: Building an Integrated Approach to Your Communications Strategy

  • The Core of Your Communications Strategy

  • Navigating the Media Landscape During the COVID-19 Health Crisis

  • Watch: Making Marketing Strategy Adjustments During Times of Crisis

  • Social Media Best Practices to Consider During Times of Crisis

Position Your Brand as a Thought Leader in the Industry

• Download: Building a Thought Leadership Program to Drive Value and Trust

  • How can you stay ahead of the industry curve and gain your competitive advantage? Build the proper foundation to achieve true integration between your thought leadership strategy and your PR and marketing goals.

• Download: Ignite Your Content Marketing with the Power of an Idea

  • It’s time to come up with a strategy so that you can move ideas through your content marketing strategy. Challenge your team to make each targeted audience a believer that the product or service they are purchasing will create a better world for them NOW.

  • Bonus worksheet: Creating a Content Pillar Strategy

• Additional Resources:

  • Infographic: Why Thought Leadership is the Catalyst for Building Trust for B2B Brands

  • Content Marketing and Thought Leadership’s Role in Marketing Transformation

  • Moving your Emerging Growth Company Past Infancy with Content Marketing

  • Infographic: All the Feels: The Importance of Emotional Marketing and Connecting With Your Audience

  • How to Use Emotional Marketing in Every Step of the Customer Journey

  • Infographic: The Art Behind Marketing: Bringing Visual Campaigns to Life

Activate your Biggest Advocates

• Download: Advocacy for the Experience Economy

  • Brand advocacy can impact brand recognition and trust, your sales pipeline, recruitment and talent acquisition – all while improving your brand’s bottom line in a low-cost, high-return marketing strategy.

• Download: Managing the Empowered Customer: How to Build a Voice of the Customer Program that Fits into Your Marketing Formula

  • In today’s experience-driven world, too many marketers move at the pace of change and fail to recognize the value of building a strategic customer advocacy program. This lifeline for brands can make or break your marketing program. Discover the 6 key elements that will help you execute a Voice of the Customer program that supports revenue, retention and reputation.

• Additional Resources:

  • The Important Role that Advocacy Marketing Plays in Brand Elevation

  • Infographic: It Takes a Team: Why Advocacy Marketing Should Touch Every Department

  • How to Move from the Voice of the Customer to the Heart of the Customer

  • The Role of Data, Measurement & Research in Customer Advocacy

Measure What's Working – Cut Where It's Not

• Download: Build a Winning Measurement Strategy from the Ground Up

  • Today's CMO is faced with ensuring that their marketing dollars are aligned with overall business growth and revenue. But, at the same time, marketers aren't taking a holistic approach to their measurement efforts. It's time to stop measuring in silos and start looking at your entire communications strategy as a whole to make better business decisions.

• Bonus Measurement Resource: The Value of Data in the Digital World

  • PAN has developed a brand research tool, the Digital Visibility Audit (DiVA), to help earned media professionals measure their digital footprint and work more effectively with other departments in the communication organization. When used as a checklist, DiVA metrics drive a collective focus on early indicators of success or failure.

• Additional Resources:

  • Infographic: 10 Steps to Master an Integrated Marketing Measurement Program

  • How PR and Marketing Pros Can Get the Most Out of Measurement

  • How to Use Data and Analytics to Improve Your B2B Tech PR Strategy

  • Why Being a DiVA with Your Marketing Strategy Can Help You Punch Through the Noise

  • Why You Need a Visibility Audit to Understand Your Brand’s Online Presence

  • Marketing Reports that Speak for Themselves

  • Using Google Analytics to Plan Media Outreach Around News Announcements

Plan for the Unexpected: Get Ahead of Your Crisis Plan Now

• Download: How to Prepare and Execute a Sound Communications Plan When Dealing With a Crisis

  • This guide covers how to identify when a crisis is forming, how to establish your chain of command, what preparations are needed for each stage, which tools are effective for developing messaging documents, and best practices for communication.

• Additional Content:

  • Considering a Remote Work Strategy? This Checklist Might Help You Prepare 

  • 6 Tips for Communicating During the Coronavirus Pandemic

  • How to Boost Employee Engagement in a Remote Workforce

Our Work in Action: Case Studies