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Posts about Brand Strategy:

The lazy days of summer are quickly winding down and soon the laid back, slower pace will give way to the hectic start of the school year.

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Customer Service

I think we all can agree on one thing; customer service isn’t what it used to be. Think hard about the last time you actually were impressed with a company’s customer service given to you as a customer. I know, it’s not very often.

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Micro PR

We’ve come a long way from Edward Bernays’ Torches of Freedom and his United Fruit Company campaigns. Crystallizing Public Opinion (1923) was instrumental in guiding government agencies, politicians, and non-profit organizations to become skilled practitioners of crowd psychology and psychoanalysis, but now the hyper-adoption of social media and the world wide web place us in an even stranger spot.

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The Toledo Clinic Healthcare

Thread Marketing Group, an award-winning marketing communications agency in Toledo, received another national award for its excellence in healthcare digital marketing. The Healthcare Digital Marketing Awards gave Thread Marketing a Gold Award for its video ad series for The Toledo Clinic that ran on digital platforms such as social media, You Tube, and OTT.

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Thread Marketing Group Vice President Jim Rush has been racking up the air miles to make connections for Team Thread and Toledo area businesses.

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Healthcare Marketing

Healthcare marketers have their work cut out for them in 2021 with the many changes brought about by the COVID-19 pandemic. With healthcare top-of-mind, both locally and nationally, healthcare marketers continue to walk a path fraught with tremendous uncertainty, economic instability and patient anxiety.

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Thread Marketing Group's dedication, creativity, and exceptional ability to make a difference through our work has been recognized and awarded on three occasions since the start of the coronavirus pandemic. We take pride in receiving outstanding awards, especially during such challenging times.

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Having a Plan is Crucial

It is important to have a developed plan in place before a crisis appears. When in the middle of a crisis event it is easy to be overwhelmed with stress, which may cause tunnel-vision for some and emotional, not strategic thinking. Having a plan in place in advance will allow your team to focus on strategy and rapid execution of crisis management procedures.

businessman-stop-domino-effect-risk-management-and-insurance-concept-picture-id1138429304_RESIZED FBThese 10 principles will remain consistent through any crisis and will act as your road map as you handle the situation:

  1. Be available and act swiftly.
  2. Be honest and proactive with all key audiences.
  3. Make sure your staff hear any news from you directly (before the media).
  4. Be responsive when working with the media.
  5. Be of the mindset that “perception is reality.” It does not matter who is right or wrong.
  6. Disclose all bad news upfront.
  7. Put a quick end to the crisis and eliminate controversy. (This may take the form of a press conference, public apology, etc.)
  8. Have empathy for those affected by the crisis.
  9. Emphasize what you’re doing to correct the situation, as well as what preventative measures will be used in the future.
  10. Never have or say, “no comment.” If you need to refrain from commenting, use language such as: “We are still investigating at this time and have not reached a conclusion.”

We know that many of our clients and friends are dealing with or anticipating potential crises. We've also developed a Thread Marketing Group Orange Paper on the ABC's of Crisis Communications with additional information for handling a crisis. This helpful document is available for download via the link below.

Crisis Communications Download CTA

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As I have watched this crisis unfold, I have been keeping a keen eye on the messaging that has been being pushed out though ads, social posts, and marketing emails (occupational hazard). Watching to see what brands have been quick to respond and which have not.

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It is an understatement to say that these are highly unusual and trying times. Everyone is holding their collective breath to see what happens next. We are also consuming content at an incredible pace. We want to know how to protect ourselves, what we can and can’t do as part of growing quarantines, what the economy is going to do, and what stores have restocked their shelves with toilet paper.

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