Etched Communication Leverages Culture as a Strategy to Disrupt PR Status Quo

"Embracing culture to define strategy requires marketers and PR pros to approach their work with an audience-first lens," Etched CEO and founder Toni Harrison said. "Many hold the belief that understanding race and ethnicity is vital to producing compelling campaigns, but that only scratches the surface. It is our culture and environment that inspires how we think, act and choose which brands to interact with."

Based in Houston with an office in Chicago, the minority and woman-owned agency addresses the industry's need for creative strategies that go beyond traditional demographics to embrace the cultural intricacies and nuances that influence consumer behavior, such as lifestyle preferences, personal motivators and technology use.

As a result of leveraging culture to help clients establish purposeful connections with their target audiences, the agency took home top honors in award categories including brand reputation management, media relations and community engagement. 

"The Etched team has made it a priority to embrace our values, understand the people we serve and champion the importance of the work we do," Souper Bowl of Caring Board Director Judith Craven said. "Their strategic, hands-on approach makes a visible difference and will empower our mission to eliminate hunger across the nation. Etched is an invaluable extension of our team, and we are happy to celebrate their accolades with them."

Award wins across Etched's diverse client roster included work in the government, non-profit and spirit industries with activations in Houston, Chicago and Denver. For example, in the Houston Gulf Coast region, the vehicle-dependent, commuter culture inspired an insight-driven strategy for the Houston-Galveston Area Council. Etched surpassed client benchmarks with an approach encompassing comprehensive news management, digital engagement and influencer relations to motivate alternative transit use and improve the region's mobility.

With a deep understanding of Chicago's elusive media landscape and vocal civic community, Etched propelled education non-profit City Year Chicago to the forefront of relevant news and social conversations while generating support from lawmakers, community advocates and volunteers. Aggressive and precise media relations landed the client front page coverage in the Chicago Tribune, Associated Press wire placements, television stories and regular byline features for the new executive team.

Blue Moon Brewing Company faced a mixed bag of community responses when it relocated its brewery to the thriving, artistic River North Art District in Denver. Etched was entrusted with positioning Blue Moon as a valued neighbor in its new home. Insights, which revealed a nearby underpass that was an eyesore for the community, inspired Etched to forage partnerships with respected non-profits and artists to execute an experiential art project to beautify the area. The project was met with over-flowing volunteer registration, broadcast and print media coverage and social buzz that allowed Blue Moon to leave a lasting impact on the community.

After competing amongst some of the longest-established global PR and marketing firms, Etched was recognized by the following professional organizations:

PR News Accolades:

• Agency Elite Award– Category: Community Relations, Client: City Year Chicago
• Agency Elite Honorable Mention– Category: Media Relations, Client: City Year Chicago
• Agency Elite Honorable Mention– Category: Non-Profit, Client: City Year Chicago
• Agency Elite Honorable Mention– Category: Community Relations Client: Blue Moon Brewing Company

Public Relations Society of America:

• PRSA Houston Excalibur Silver Award– Category: Reputation Management, Client: Blue Moon
• PRSA Houston Excalibur Bronze Award– Category: Community Relations, Client: H-GAC
• PRSA Chicago Skyline Award– Category: Non-Profit Media Relations. Client: City Year Chicago

American Marketing Association:

• Crystal Award Finalist– Category: Public Relations Campaign- Single Market, Client: Blue Moon Brewing Company

ABOUT ETCHED COMMUNICATION:
Etched Communication, is a creative, integrated communication agency with the encompassing expertise of a global firm and the personal interaction and tailored approach of a boutique agency. Armed with a flexible approach, matchless expertise and endless curiosity and ingenuity, Etched strategically creates and executes comprehensive strategies that not only demand recognition, but leave a lasting impact. Connect with Etched Communication on LinkedIn or @etchedaffect on Instagram, Twitter and Facebook.

Contact:
Sunita Dharani, Etched Communication
[email protected]
832-462-0782

SOURCE Etched Communication

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http://www.etchedcomm.com