ACCOMPLISH: Long-term initiatives and short-term projects

 


challenge #4

A regional foundation created to help the homeless find shelter, become stabilized and return to everyday life in society decided to intensify its fundraising activities to meet growing demand.
Thomas Goodwin Communications determined that prospective donors need more incentive than “it’s the right thing to do,” and created a new messaging platform that connected the organization’s mission to those incentives. The thrust of the new messaging initiative is that ending homelessness isn’t simply a good thing for the homeless, it is a very positive development for the community as a whole.

result

The foundation’s reinvigorated fundraising effort is now armed with more assertive messaging and materials, helping to build the confidence of Board members, staff and other volunteers who are tasked with raising funds.

 


challenge #31

How do you turn disappointment into victory?
Increasingly, our men and women in uniform confront dangerous unseen situations, resulting in severe injuries and loss of life. The ability to deploy autonomous (not remote-controlled) machines in pursuit of reconnaissance missions would save many lives. When, in 2005, the government decided to hold a national competition to accelerate the development of robotics technologies by conducting a road race of autonomous road vehicles, TGC was asked to create and manage a communications program that would generate widespread publicity.

solution

Because a previous competition had yielded disappointing results, we discovered immediately that most national media preferred to adopt a “wait-and-see” attitude regarding coverage of the new competition. Therefore, we created a ‘bottom-up” media campaign that focused on the R&D efforts of the individual competitors, rather than on the race itself. Over time, we identified a small group of journalists whose judgment about the progress of the second competition would influence the attitudes of others. When it became evident that the second competition was going to prove far more successful than the first, we engaged these journalists. Their reporting galvanized worldwide coverage of the event.

result

There were more than 1,500 media articles and broadcasts of the event, including every major newspaper in the United States and in leading media outlets in China, Japan, Russia, Australia and Europe.

 


challenge #60

Do you work weekends?
A marketing executive approached us on Friday for a complete overhaul of his S&T presentation to be delivered the following Monday morning.

solution

Over the weekend we re-tooled the content and graphics of the 42-slide presentation, building from the client’s overall objective instead of the immediate need to deliver the speech.

result

Our client flew to London from Washington on Sunday night, delivered the presentation, and helped his company secure a continuation of its business relationship with its client.

 


challenge #9

Sometimes even an experienced national politician needs speech coaching — especially if the speech is to his daughter’s college graduation ceremony!

solution

A folksy yet eloquent United States Senator found himself bollixed by the prospect of addressing his daughter’s commencement ceremony — “I don’t want to embarrass her,” he said.

Tom Goodwin spent an afternoon with the senator, rehearsing the speech. Tom provided his client with a handful of humorous and self-deprecating remarks that he used to “take the edge off” the preparation process. Tom also provided a few tips that the senator himself had not thought of previously.

The speech went off without a hitch — well, there was a small “hitch,” actually. During the remarks, his daughter shouted out, “I love you, dad!.” the client’s overall objective instead of the immediate need to deliver the speech.