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What is CPP's overarching brand and marketing strategy and how has it performed?
Hello! Thanks for your question about CPP's overarching brand and marketing strategy and its results. The short version is that the agency MSR Communications launched a public relations campaign concerning CPP's work and success. After this CPP received coverage from the media and the most important publications in the HR and workforce space. CPP is active on social media, and it creates content for its YouTube channel. Below you will find a deep dive of my findings.
CPP INC. AND MSR COMMUNICATIONS
Before CPP partnered with MSR Communications, CPP had great potential to become a resource for businesses, schools, universities, and individuals. Also, CPP had a collection of career and personal development products, a group of experts, PhD's, and an active research department. The Myers-Briggs Type Indicator was well known to HR professionals, career counselors and business people, but the company behind it, CPP, was a simple side-note.
MSR's strategy was to launch a public relations campaign with stories about how CPP, its Myers-Briggs Indicator, and its many products had been instrumental in transforming particular workplace situations. The stories showed how employees were able to work more harmoniously and be more productive. Then MSR placed CPP in national business media outlets and focused on C-level executives and other decision makers. They drew attention to contemporary issues and provocative theories. CPP addressed subjects like workplace stress and employee happiness. The success of CPP's psychologists and staff with consumer and lifestyle pubs became the company's overarching story.
Through this campaign, CPP became known as a leader in the HR, workforce and organizational field. They received coverage from all the major trade publications. This includes media companies like Talent Management, Diversity Executive, Human Resource Executive, CFO, Wall Street Journal, San Francisco Chronicle, The New York Times, The New York Times Magazine, FOX News, and the Washington Post.
THE CPP BRAND
The logo of CPP uses stylized icons along with the tagline: "The people development people." Print ads and trade show signage from 2009 to the present consistently use the title "Be Better." The CPP catalog uses the phrase " be better" in different sentence constructions. For example, sometimes it will read "I will be better" or "the tools, support, and people, so that you can be better." CPP used a similar style--only varying in color--for their creative emails (2010-11), email campaigns (2010-11), campaign landing pages (2011), eNewsletters (2011), product onesheets (2011), its website (2009-10), its certification print tri-fold mailer (2011), and additional collateral (2009-11).
On YouTube, CPP Inc. has 1,905 subscribers and 398,127 views. Their channel offers videos introducing their products and services--like the Myers-Briggs Assessment, the TKI Conflict Management Instrument, and the MBTI Assessment--and it gives advice about the workforce.
In April 2014, CPP had 1,892 followers on Twitter, and today it has grown to approximately 2,699. This accounts for a 41 % increase. Today, CPP's Twitter profile has 2,798 tweets, 467 photos and videos, and 2,668 followers.
CONCLUSION
To wrap it up, the agency MSR Communications launched a public relations campaign concerning CPP's work and success. After this CPP received coverage from the media and the most important publications in the HR and workforce space. CPP is active on social media, and it creates content for its YouTube channel. Thanks for using Wonder! Please let us know if we can help with anything else!