Vistage International taps Definition 6 to lift brand awareness

NEW YORK: Vistage International, a CEO organization with more than 14,000 members, has selected Definition 6 for public relations and strategic communications services. .

NEW YORK: Vistage International, a CEO organization with more than 14,000 members, has selected Definition 6 for public relations and strategic communications services.

The New York-based unified marketing agency Definition 6 will be responsible for PR strategy, planning, and execution for Vistage International. The agency will also spearhead social-media initiatives for the organization, develop speaking opportunities for key Vistage executives, and build a public affairs outreach program to connect Vistage members with their local government officials.

Vistage International was founded in 1957, and provides chief executives residing in the small-business arena with new business perspectives, innovative strategies, and best practices. Yet despite Vistage International's longevity, the organization remains a relatively unknown brand, according to Leo Bottary, VP of public affairs for Vistage International.

“We want to build the brand via media relations, public affairs, and social media,” Bottary said. “Definition 6 brings a level of sophistication about social media. Not so much how we dip our toes in the water – we're on Facebook, Twitter and LinkedIn – but rather to say, ‘Here we are' and here's our plan for the future to underscore the brand.”

Bottary said the organization tapped Definition 6 among six marketing agencies vying for the account. He declined to name the other five agencies.

He said Definition 6 brings to the table a solid grasp of its business, a strong presence in New York media circles, and “great contacts” in the national media.

Vistage International generally targets companies in the small and mid-size business (SMB) space with market caps of between $5 million and $50 million, Bottary says. According to Vistage International, the SMB sector creates 75% of new U.S. jobs and generates 50% of the nation's revenues.

Job one for Definition 6 will be to boost the visibility of Vistage's CEO Small Business Confidence Index, which is distributed quarterly. “Definiton 6 will be helpful in getting [the index] in front of the national media and highlighting the predictive qualities that make it newsworthy,” Bottary said. “It cracks the door open for other ways to respond to a broader conversation about the SMB.”

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