Social Media

Amplifying a Region’s Story through Social Media

Challenge

Meet Rob Slagel, President/CEO of Portable Solutions Group, parent company of Modular Security Systems, Inc. (MSSI),  DropBox Inc., and Portable Solutions Manufacturing.

As a friend and client, Rob reached out to DeanHouston to assist him in calling attention to a major economic development project planned for the Appalachian region. He initiated the project by sending us his thoughts on his vision for further leveraging an article in the Wall Street Journal regarding Braidy Industries’ plans to construct a $1.3 billion aluminum mill in Eastern Kentucky.

Bottom line for Appalachia: Higher-strength, lower-priced, domestically produced steel and aluminum has tremendous potential to stimulate sustainable growth for a region and people long neglected. Indeed, a sustained downturn in the coal and steel industries has battered the region economically for decades.

Rob’s goal was to shine a white-hot spotlight on the possibilities his hometown region could offer progressive businesses desiring a skilled, ready-made, enthusiastic workforce. He wanted to spread the word quickly – and do so both prudently and frugally.

But how?

Solution

Rob requested our help in bringing attention to an article that he wrote in response to the Wall Street Journal article, with an overarching goal to connect with decision-makers who could help promote the assets and economic benefits of the region.

Rob sent us his draft and we went to work. We first designed a strategy to maximize the article’s reach by getting it published in high-profile news organizations, trade journals, as well as on websites, blogs and on social media.

We submitted the article to eight national media outlets, including the Washington Post and Wall Street Journal, as well as regional publications in Huntington, WV; Ironton, OH; and Ashland, KY. Our effort to garner crucial support from author J.D. Vance continues. We also uploaded the article to LinkedIn, and shared it across Facebook and Twitter.

Results

We began tracking the analytics to see how successful the campaign had been. Both the LinkedIn and Facebook articles exceeded social media metric expectations in views, likes, comments and shares.

Grassroots media efforts also helped Rob receive an invitation to participate in this YouTube video. High-profile economic development events in which Rob has participated can be found in these Ashland Daily Independent newspaper articles:

Social media can help promote your business and do so cost-effectively and efficiently. Let us show you how.

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