McCoin & Smith Communications - M & S Case Study: Harte Hanks, Inc.

M & S Case Study: Harte Hanks, Inc.

Beth Donovan
Marketing Manager
Harte Hanks, Inc.

Long confused by its roots in the newspaper industry, Harte Hanks' CRM Database Solutions Group was virtually unrecognized in its intended market. The McCoin & Smith brand identity and related PR campaign began. The company's coming out party was dubbed “Not Just a Newspaper Company Anymore….An Education on Harte-Hanks' Role in CRM Database Solutions.”

McCoin & Smith Results:

Helped solidify Harte-Hanks' position as a player and leader in the CRM database space.
Secured 19 meetings, mostly over a three-day period to accommodate spokesperson availability; resulted in 9 immediate media hits and 5 analyst report inclusions.
Analysts agreed with the Harte-Hanks strategy; saying they feel hosted solutions could help lead to installed solution sales.
Analysts feel Harte-Hanks has competitive advantage for its ongoing handholding and nurturing approach to customers.
Press agree with Harte-Hanks strategy, saying, “These new products will hit the right cord” (e-Marketing).

Harte Hanks logo

“ When we began looking for an agency, McCoin & Smith came highly recommended because of their industry expertise and because they are a hands-on professional team. We work collaboratively with the agency, so we've become one team where everyone's skill sets are used effectively. When I was recently named employee of the year for Harte-Hanks, the executive team pointed out that our success in public relations – much of which was directly linked to the strategic work done by McCoin & Smith – was a critical factor in earning the honor. ”

Beth Donovan,
Marketing Manager Harte Hanks, Inc.