Anyone who’s ever read Ishmael’s Corner
already knows that Lou Hoffman’s approach to public relations isn’t always traditional.
You see, Lou is a storyteller, and as such, he challenges communicators—himself included—to go beyond a simple message.
It’s no wonder that his team at The Hoffman Agency
, a global communications consultancy, looks for opportunities to shake up the status quo where it can, even at the risk of losing out on a new client.
Case in point: When the City of Fremont
put out a request for proposal on a media relations strategy to help develop both its economy and its brand, The Hoffman Agency quickly saw a huge problem with the city’s plan. It explained to the California locale that the current scope of its assignment wouldn’t achieve its objectives.
Rather than do simply what was asked by creating a mere media relations campaign, the consultancy would do Fremont one better by recognizing this as a chance for the city to associate not only itself, but also its businesses, with the burgeoning heart of technology here in the United States, Silicon Valley.
With clean tech and startups both established as target audiences for its campaign, the connection seemed only natural.
But how to forge this bridge?
The Hoffman Agency recommended anchoring Fremont’s overall communications scheme to a new website that its team would create. This site would serve as a platform by which to promote the city’s most promising business sectors while also attracting new corporations, manufacturers, and captains of industry to the area.
Looking to move beyond the standard city website, its look, design, and copy would be its body and soul, with the link to Silicon Valley breathing life into it.
From there, Think Silicon Valley
With the help of PaperSky Design
and Planet 4 Designworks
, every detail of every page on the site—from keywords to layout—was ironed out, allowing The Hoffman Agency to launch the site on behalf of the City of Fremont on July 24, 2013.
Both viewership and search results for Think Silicon Valley have steadily grown, partly due to the incorporation of third-party links. In fact, it has already surpassed similar sites of such established cities as Seattle and St. Louis.
Furthermore, businesses and brokers in the area have shown increased interest, with outside shares and mentions of stories and content on social media channels like LinkedIn continuing to expand the site’s reach.
Organizations in the area are even taking an active hand in the site, providing guest posts
to the publishing platform established within the site, Takes From Silicon Valley East
Kelly Kline, director of economic development for Fremont, said, “The site has given us street cred.”
Hoping to also give some street cred to The Hoffman Agency among its industry peers for its work, we’re pleased to name it our winner for Best Website Launch in Ragan’s 2014 PR Daily Awards.
Want to get recognized for your hard work? Find out about Ragan and PR Daily’s award programs here: http://www.prdaily.com/Main/RaganAwardsPrograms.aspx