Our Case Studies

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Communities In Schools of Chicago

“For Communities In Schools of Chicago working with Melcher+Tucker Consultants was like having a “third eye” with regard to understanding how to tell the story of our work supporting public school students. They have tremendous insight in forecasting which stories will resonate with Chicago media and beyond, and worked collaboratively with our organization, and our school and community partners, to develop rich, authentic stories that would raise our profile.”

Communities In Schools of Chicago

Branding, Strategic Communications

Background

Communities In Schools of Chicago (CISC) is a leading education nonprofit, which seeks to remove barriers to learning and success for public school children by creating partnerships between community organizations and schools to address social, emotional and health needs. As part of a new strategic plan to increase the number of students and schools served by its programs, CISC sought to strengthen its brand recognition and raise awareness among donors, public officials, school leaders, nonprofit executives and the media.

Our Work

Melcher+Tucker Consultants, working with CISC’s executive director and development director, undertook a thorough review of all communications materials, conducted interviews with board members and school and community partners to gauge understanding and awareness of mission and strategy, and created a multi-tiered plan to build visibility. MTC advised CISC’s leadership on creating talking points and marketing collateral for staff and board members, helped shape case studies and focus messaging, and assisted in developing and writing a new series of research reports on topical social-emotional issues illustrating CISC’s expertise. MTC developed media lists, an editorial calendar and a series of story ideas designed to underpin CISC’s distinctive partnership strategy.

Results

Through introductions to Chicago and national education reporters and editors, CISC’s executive director is recognized as a valued expert on the challenges facing public school students. Letters to the Editor have been published in the Chicago Tribune and Op-Eds in Crain’s Chicago Business. Program profiles and leadership interviews have been featured on WTTW’s Chicago Tonight and in the Chicago Tribune. Research reports on violence in schools and unmet mental health needs among school children led to Op-Eds and features in Catalyst, the leading education publication, and were widely distributed to all key CISC stakeholders.

Archive

  • Seigle’s, Inc.

    “Melcher+Tucker are long on thoughtful advice, old and new market savvy, and media sense.  Their earned media results were remarkable.”

    Harry Seigle former chairman of Seigle’s Inc. and founder and principal of The Elgin Company

    Remaking a Homebuilding Icon

    Seigle's, Inc., one of the country’s largest regional manufacturers and distributors of building supplies, embarked on a strategy to focus predominately on the professional builder, shifting away from direct-to-consumer sales. Deciding not to compete with the big-box retailers, Seigle's concentrated on building relationships with both local and national homebuilders, and began preparing for its largest acquisition, a deal, which would cement its strategic change of direction. Yet, the $260 million, family-owned company based in Elgin, IL, lacked significant visibility and for its new strategy and branding.

    Melcher+Tucker Consultants began a comprehensive engagement to help define the company’s brand proposition and carry out strategic positioning to raise Seigle's profile among key constituents. Media relations activities included targeting local and national trade and general interest publications, aimed at promoting the new corporate strategy; establishing Seigle's executives as knowledgeable sources on industry and economic issues; and, highlighting distinctive policies such as corporate governance. MTC also helped develop a series of customer forums and accompanying monographs designed to increase awareness and credibility, and rewrote all of the website content.

    Seigle's new strategy was featured in major profiles in papers ranging from the Chicago Tribune and Wall Street Journal to the New York Times and throughout the industry’s leading trade journals. Owner-brothers Harry and Mark Seigle authored columns, and became regular sources for industry stories. In less than 18 months, MTC helped Seigle's convey its key messages to its core audiences. In September of 2005, Seigle's was sold to Stock Building Supply near the height of the housing cycle.

  • JPMorgan Chase

    Contributing to Communities in Which It Operates

    JPMorgan Chase, one of the world’s largest financial institutions, began planning its first “Community Partnership Report,” a publication that was to demonstrate to employees, investors and other stakeholders the firm’s commitment to support “healthy, vibrant communities where we live and work,” in the words of former Chairman Bill Harrison. With operations in 50 countries, the challenge was to select case studies that represent the firm’s interests in community revitalization, public education, and arts and culture – and, to write the profiles in an analytical style similar to that in the best news magazines.

    Working with JPMorgan Chase executives around the world in marketing, corporate and social responsibility, philanthropy and community development departments, Melcher+Tucker Consultants was responsible for reporting and writing the case studies that form the core of the 48-page Community Partnership Report. We interviewed dozens of sources at the bank, at community and cultural organizations around the world, and among those directly benefiting from the firm’s activities – from London to Dallas to Johannesburg and Hong Kong. The case studies we produced: Brooklyn, “Revitalizing Downtown;” Texas, “Building Sustainable Communities;” London, “Inspiring Children;” South Africa, “Opening Doors to Opportunity;” and, Hong Kong, “Responding to SARS.”

    The Community Partnership Report was distributed to JPMorgan Chase stakeholders around the world, and made prominently available on its web site. The report was widely praised for its breadth of coverage, stunning photographs, and, perhaps most important, crisp and sensitive writing that illustrated the firm’s impact on communities it serves.

  • Cannon Design

    Creating Path-breaking Architecture for Clients Worldwide

    OWP/P l Cannon Design is a leading architecture, design and engineering firm specializing in healthcare, education and corporate/commercial design. Operating as OWP/P, before its merger with Cannon Design, the firm, with offices in Chicago and Phoenix, sought to raise its visibility both locally and nationally for individual architects, specific projects and other areas of expertise in an effort to distinguish the firm’s work and ideas.

    Melcher+Tucker Consultants began the engagement assisting industry leadership teams in developing internal messaging for the roll out of a new strategic plan. We then worked with each of the firm’s practice leaders and marketing coordinators in Chicago and Phoenix on a range of activities, from media training and writing press releases to story development and promotion of people, new projects, special programs, and trends, both to Chicago-area and national trade and general-interest media. We also were involved in developing the messages and media plan for the firm’s 50th anniversary celebration held in Chicago’s Millennium Park. Throughout, we positioned leaders as expert resources on projects and trends, including sustainable design, healthcare technology and prototypes for new schools.

    The firm, its innovative approach to design and its leaders have been featured in profiles in such major media as FastCompany (where we also launched an education design blog), the Wall Street Journal, the Chicago Tribune, the Chicago Sun-Times, WTTW’s Chicago Tonight, Chicago Public Radio, and Architect. OWP/P, which merged with Cannon Design in 2009, is a global leader in both its operating approach to architecture and its delivery of built work across a range of industry sectors, with widespread awareness of its brand and operating philosophy.