Community Bank Crisis Planning
When a respected, independent Wisconsin bank recognized the growing threat cyber attacks posed to its reputation, community bank model and business revenue streams, executive leadership took the proactive step to develop a comprehensive crisis communications plan. While the bank maintained a sophisticated, multi-layered cyber security defense system to safeguard customer data, the management team understood that planning ahead for potential cyber intrusions also requires an insightful communications roadmap. The bank turned to Mary to prepare a strategic toolkit that identified and assessed top-priority cyber threats; outlined possible scenarios for training and process improvements; and provided customized communications materials for rapid crisis response should they be needed.
Dyneon, a 3M brand producing high-performance thermoplastics, sought Mary’s crisis
planning expertise to ensure the global manufacturer was ready should they ever face
scrutiny from the press during a major incident. A crisis planning audit and communications playbook had just been completed when a plant explosion rocked
Dyneon’s plant in Germany. While no one was hurt, the plant was destroyed, disrupting the supply of a specialty polymer and prompting environmental concerns. The crisis playbook gave executive leadership and the communications team a unified approach to swiftly respond to the incident and manage concerns of customers, employees and the local community.
Clear Lam Packaging
When Clear Lam Packaging needed a partner to brand and promote its new sustainable packaging program, the company recognized the value public relations thought leadership would play in bringing its products to market. A mid-size, global manufacturer of innovative packaging materials, Clear Lam is committed to reducing its impact on the environment through science and innovation. Mary and her communications team worked with Clear Lam to craft a new eco-label and brand positioning platform, Project EarthClear, to showcase the company’s varied sustainability efforts and to differentiate its earth friendly product lines. To drive visibility for the company’s sustainability initiatives, PR efforts included media relations, trade show marketing, speaking engagements, an educational video, advertising and an awards program earning Clear Lam accolades from sustainability leaders, including Walmart, DuPont and Stonyfield Farm.
Over the last decade, PR has been the primary agent helping Clear Lam establish a
reputation for sustainable technology breakthroughs. Today the company is viewed as a leading “go to” supplier for value-added packaging solutions.
First Alert has a strong heritage working closely with fire departments, parents, teachers and others to promote fire and carbon monoxide safety in local communities. PR is the cornerstone of the brand’s home safety educational and awareness efforts. Working in collaboration with the internal marketing and communications team, Mary helped drive the brand’s visibility and reputation as industry thought leader. From managing media relations supporting a nationwide Home Safety Challenge Tour to community donations of home safety products, strategic PR activities have helped make First Alert the most recognized brand in home safety.
Mary also provided crisis communications counsel during two product recalls.
SnowCare for Troops
Perhaps no cause generates more grassroots support than campaigns assisting military families and veterans. With thousands of brave men and women serving America in conflicts past and present, BOSS Snowplow wanted to find a meaningful way to give back to troops. From this idea, SnowCare for Troops (SCFT) was born. Mary helped establish and build national visibility for this annual campaign giving free snow removal to deserving military through a volunteer network of contractors and compassionate citizens. The cause marketing campaign is underwritten by BOSS Snowplow and managed by non-profit Project EverGreen. Now in its sixth year, SCFT has backed up hundreds of veterans and military and has elevated the BOSS brand through its sponsorship of this noteworthy cause. In 2012, the campaign and charity Project EverGreen was recognized by the White House’s Joining Forces initiative for its outstanding military service.
Carl Buddig Be A Reader
Mary brought Carl Buddig & Co. together with Reading Is Fundamental (RIF) to form a
national partnership supporting children’s literacy. Called Be A Reader, the campaign
donated $100,000 to the cause and provided thousands of free books to grade school
children while encouraging kids to experience the joy of reading. The cause marketing
platform served as a strong reputation vehicle to elevate brand image and engagement with moms via social media, local and national publicity efforts.