Digital Communications and Social Media Management

A thoughtful digital communications plan is a key component to almost all public relations and government relations strategies today. Whether you want to raise awareness of your brand, inspire action on an issue, increase event attendance or position yourself among target audiences, a customized and comprehensive online approach is essential.

We will begin with an audit of your current efforts to determine quality, effectiveness and areas of opportunity. Our customized social media campaigns involve a combination of elements that will work best for you, including:

  • Monitoring;
  • Platform strategy and development;
  • Content creation and execution;
  • Online video production;
  • Website, and/or blog creation and content development;
  • Community management;
  • Social engagement;
  • SEO enhancement; and
  • Real-time analytics and reporting.

We understand the importance of determining ROI for digital campaigns and the challenge that presents. We will help you understand how engagement translates to action and we will provide you with frequent reports detailing a campaign’s effectiveness.

Case Studies:

Boston Harbor Hotel 

Upon earning its five-star rating, the Boston Harbor Hotel called on O’Neill and Associates to develop a strategic communications campaign aimed at capturing the top local demographic for power gatherings and fine dining while helping to expand its brand to new audiences. O’Neill and Associates developed and implemented a broad public relations campaign that involved local and national media outreach, social media management, new promotional initiatives for targeted audiences and a high-profile thought leader speaker series. The O’Neill and Associates campaign grew excitement for the Boston Harbor Hotel as a choice business and urban leisure venue for area residents and travelers alike. To date, the Boston Harbor Hotel has garnered increased awareness among its target audiences through cohesive and targeted messaging, proactive media relations and enhanced community involvement. Media coverage includes pieces in Travel and Leisure, Boston Globe, Boston Herald, Boston Business Journal, Boston Common, Boston Magazine, Improper Bostonian, WHERE, Sante, Zagat, Stuff Magazine and Yankee magazine, as well as broadcast segments on NECN, WCVB, WHDH, and WFXT. The popular speaker series regularly draws a crowd of over 100 local business leaders. Featured guests have included national newsmakers, policymakers and authors. Favorable media coverage of the hotel, the restaurants and amenities and continued brand and product evolution were central to the successful implementation of the public relations strategy.

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Boston Health Care for the Homeless Program 

Boston Health Care for the Homeless Program (BHCHP) has provided and assured the highest quality of health care for homeless men, women and children in Boston since 1985.  For many years, BHCHP operated a respite care facility for the homeless at 461 Walnut Avenue in Boston’s Jamaica Plain neighborhood, though their primary operations were eventually temporarily relocated. While planning to reopen the 461 Walnut Avenue location, BHCHP received strong opposition from abutters and many powerful members of the Jamaica Plain community. BHCHP retained O’Neill and Associates for community relations and public relations services. O’Neill and Associates built project support, conducted department outreach, implemented community meetings and secured elected officials’ letters of support. O’Neill and Associates also developed a print advertisement on behalf of BHCHP that displayed more than 400 signatures of local residents who supported the project. The BHCHP was featured in the media, secured the support of Major Menino, several city councilors and state elected officials, and successfully received a favorable vote by the Boston Redevelopment Authority Board giving the project the green light to move ahead.

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Boston Pride 

Boston Pride is a nonprofit organization that advocates for social justice on behalf of the LGBT community by disseminating news, promoting dialogue and mobilizing people to take action on issues of local, national and global significance. In 2011, Boston Pride issued an RFP for communications and marketing services, the first time that the organization sought a public relations firm. O’Neill and Associates won the contract in partnership with a graphic designer and was retained for public relations services. The campaign aimed to garner and promote a positive and cohesive image for the organization through both the 2012 and 2013 Boston Pride Season and to raise Boston Pride’s profile as a worldwide thought leader in the LGBT community in promoting civil rights for all. As a result of O’Neill and Associates’ campaign, Boston Pride gained visibility throughout the community and beyond with the use of cohesive and targeted messaging, media relations, extensive social media efforts and community events. The events of Pride Week were estimated to attract over 1 million people, including an estimated 300,000 people in attendance at the festival and parade. O’Neill and Associates secured media partnerships and extensive media coverage for Boston Pride, including features on CNN, WCVB Channel 5 and Mix 104.1 FM. News clips were also secured in The Boston Globe, Boston Metro, The Improper Bostonian, Boston Phoenix, the Rainbow Times, Bay Windows, The Huffington Post, Boston Spirit magazine and Stuff Magazine. O’Neill and Associates built followings on Facebook and Twitter accounts for both Boston Pride and Latino Pride. The social media content garnered attention internationally. O’Neill and Associates also assisted in the successful launch of the official Boston Pride iPhone application, which has been extremely popular to date and has helped to drive increased traffic to the Boston Pride website. Finally, O’Neill and Associates has helped Boston Pride enhance its reputation as a thought leader in the LGBT community.

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Contact O'Neill and Associates to learn more about our public relations expertise.

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Digital Communications - Social Media Strategy - O'Neill & Associates - Social Media & PR Working Together
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assess their current social media efforts for quality, effectiveness and areas of opportunity and then create a comprehensive and thoughtful strategy that best reflects the goals of each organization. We also provide social media tutorials to facilitate streamlined, efficient social media implementation.