Digital @Curley

Abby Listerman by Abby Listerman | November 29, 2021

Earlier this month, Curley Company gathered for a Digital 101 training presented by our digital team. The goal of this training was to bring the entire company up to date on the latest digital trends and processes in the ever-evolving landscape of digital media and equip everyone with the vocabulary and tools needed to discuss digital media with clients. More and more we are finding that our clients are coming to us with problems and seeking solutions that can often be found through digital media – whether digital is a part of their original strategy or not. By equipping every Curley Company staff member with the knowledge and vocabulary, we can all be digital solution seekers for our clients.

Why Digital?

As the pandemic brought the world to a halt a year and a half ago, the digital space kept moving and evolved to meet new needs. While people distanced physically, digital media brought people together through social media platforms, business communication tools and even newly emerged apps and platforms. Much like the QR code (which has been around since the 90s), digital media has grown, evolved, and become a part of everyday life in a new way over the last few years.

Digital media allows us to meet our audience where they are using all the information at our fingertips. Data can tell us where a client’s key audience is browsing, at what time, and what they want to see; targeting allows us to tailor who sees the messaging; and analytics allow us to measure success and plan future campaigns. A digital media strategy is a vastly important piece of a client’s overall communications strategy that should go hand in hand with traditional media.

This is how Curley approaches digital media—as a crucial component of a surround sound approach to public relations for our clients. Our digital department doesn’t work in silo – rather collaboratively with the entire Curley team to serve our clients.

Digital at Curley

At Curley, our first step in assisting a client with their digital strategy is conducting an audit. This audit of existing social media channels and digital strategy helps us asses what a client’s needs are and develop a roadmap for next steps. A strong digital media strategy includes organic and paid components at the right time on the right platform. Organic digital strategy usually starts with establishing a regular posting cadence, voice, and messaging for social media channels to help establish and maintain a brand identity.

From there, we work with our clients to identify problems and define goals – both short term and long term—that we can solve and achieve through paid digital strategies. A well-defined goal is essential to help us identify a target audience, recommend an appropriate platform, determine a budget, and produce creative. Paid digital can help our clients gain awareness about their brand or a specific moment or message, increase event sign-ups, build an advocate database, gain petition signatures, and so much more. It can help our clients reach lawmakers, specific geographic regions, and demographics, and amplify their message in new ways.

The world of digital media is evolving daily—from new platforms and new policies on existing platforms to new tools for targeting audiences and capturing data. The digital team at Curley stays informed and engaged in the digital space in order to provide our clients with the latest strategies and techniques to reach their target audience. By empowering our entire company with digital knowledge and vocabulary, we are all better equipped to recognize unique opportunities for our clients.