NEW YORK: DS Simon Productions has begun offering clients a brand-building strategy that focuses on content creation and distribution.
Called “PRketing,” its goal is to “create content that achieves organizational goals and really makes a difference,” said DS Simon president and CEO Doug Simon. The firm recently received trademark approval for “PRketing” from the US Patent and Trademark Office.
The strategy includes a four-step process: identifying the behavior that the company is trying to change; recognizing the people to reach and where they consume content; creating content that will effectively change their behavior; and placing that content where consumers will find it, view it, and share it. The company can customize these steps for each organization, Simon said.
The company's approach also integrates various communications functions and takes into account the changing media landscape, Simon added.
“Media consumption has changed significantly, and a key part of that is the opt-in culture. People are their own media entities,” he said. “Frequently, we've been focusing on putting things in different silos, but we're seeing an integration of communication.”
As an example of the PRketing process, DS Simon worked with dairy company HP Hood earlier this year to communicate the company's message that people who are lactose intolerant can still consume dairy products. The firm created a video campaign showing NFL player Deion Branch milking a cow and reached out to audiences including mommy bloggers and TV morning shows.