As urgent care centers continue to gain popularity as an alternative to the emergency room, Greenough client CareWell Urgent Care is leading the pack in the Northeast. Since opening its first clinic in 2012, CareWell now has 13 urgent care centers in Massachusetts and  Rhode Island, with an additional two centers slated to open before year end in Somerville and Northborough.

 

CareWell is a true innovator in the urgent care space, recently announcing two affiliations, one with Lahey Health and another with UMass Memorial Health Care, to improve access to coordinated healthcare for patients. CareWell offers medical care from board-certified doctors, with no referral or appointment necessary. Patients can visit CareWell centers for all non-life-threatening, but still urgent, illnesses or injuries. Centers also offer preventative care such as flu shots, vaccinations and routine physical exams, and have on-site x-ray and lab capabilities. Additionally, CareWell provides comprehensive occupational medicine services, including workers' compensation and injury management, drug screenings and physicals, to help employers maintain a healthy workforce while keeping healthcare costs under control.

 

Greenough continues to help CareWell increase its visibility and attract new patients by securing extensive media coverage in key outlets across New England and the country, including CNN, Medical Daily, Becker's Hospital Review, The Boston Globe and Worcester Business Journal.

A little over a year ago, Greenough partnered with American Student Assistance, a nonprofit with a unique program called SALT® that helps teach students and families about financial literacy and how to successfully pay for and pay back the costs of college. With a new school year upon us and the national debate over student debt increasing, our recent earned media coverage for ASA is extremely timely.

 

As a result of our outreach, ASA leaders have been quoted as experts by a number of top-tier reporters, raising awareness about the options students and alumni have when it comes to debt. A CNBC article featured ASA discussing how graduates with student loans are far less likely to have a mortgage than graduates without debt. Thanks to Greenough's ongoing media work, ASA is now frequently quoted in MarketWatch on topics such as the debate on whether or not student debt is a considered a crisis and how colleges ask young alumni for donations even when they have student loans. The Wall Street Journal cited ASA as a primary source in an in-depth story about what families should ask about paying for college , as well as quoting a SALT counselor  in a front-page story about the seven million people in default.

 

The crisis surrounding student loan debt has also been a hot topic in the current presidential campaign and the perfect opportunity to proactively insert ASA's thought leadership into these storylines. As a result, Yahoo! Finance and MarketWatch both quoted ASA discussing Hillary Clinton's plan to reduce student debt.

 

We are honored to work with ASA as it continues to raise awareness of its thought leadership and its resources that help people solve these important financial issues.

Tucked behind Shopper's World on Route 9 in Natick is one of Massachusetts' best-kept secrets: the Museum of World War II. The museum houses more than 7,500 artifacts and 500,000 documents, making it the most comprehensive collection of World War II artifacts in the world, yet most people don't even know it exists. Founder Kenneth Rendell established the museum in 1999 after collecting artifacts and documents for more than 50 years. Since the museum's inception, Mr. Rendell had kept both the museum and himself out of the spotlight. Yet when he decided that it was time to increase the museum's public profile, he turned to Greenough to make it happen.

We believe there are two critical components of a successful media campaign: a great story and a timely hook. Our first campaign for the Museum of World War II had both. February 2015 marked the 87th Academy Awards, and one of the most talked about films was Best Picture nominee, "The Imitation Game." The film is about mathematician Alan Turing, who worked for the Government Code and Cypher School at Bletchley Park during World War II. Turing was a leading code-breaker of German Enigma ciphers and played a crucial role in intercepting coded messages that led to the Allies defeating the Nazis on numerous occasions. This served as the perfect timely hook; now for the story. The Museum of World War II features the largest collection of Enigma machines in the United States, aside from the National Security Agency. The machines are open to visitors' use and experimentation, so Enigma enthusiasts can actually create and then break their own Enigma code at the museum. With these two pieces of the media puzzle in place, we began our outreach, strategically focusing on the local Boston outlets that we knew would drive foot traffic to the museum and then expanding to a national/international campaign to raise overall awareness.

After weeks of calculated outreach leading up to the Academy Awards, we secured a beautiful feature in  The Boston Globe and a photo slideshow in  Boston Magazine; radio features on WBUR and WBZ; a television feature on  WGBH; and a video and print feature by  The Associated Press Boston bureau, which was picked up by more than 200 outlets including ABC News, CNBC, FOX Business, USA Today and Yahoo! Following the campaign, the Museum reported seeing its highest visitor traffic ever.

Once a media campaign concludes, there tends to be a sharp decrease in coverage and interest. Therefore, we made it a goal to constantly "feed" the media and give reporters something captivating to talk about. We're now onto the 70th anniversary of the Japanese surrender and the end of the war and, with an interview with USA Today and another piece with TIME.com in the pipeline, we show no signs of slowing down. Through a strategic media campaign and thoughtful storytelling, we have successfully unveiled one of Massachusetts' best-kept secrets and have opened the media's and visitors' eyes to a historic and rare collection that they never knew existed.

To help it engage in deeper conversations with consumer brands and retailers, eCommerce analytics provider Profitero has tapped Greenough to help with positioning and earned media outreach.

 

"This is my third time working with Greenough, and I'm excited to have them on board once again," said Cynthia Stephens, VP marketing, global for Profitero. "They've helped us fine-tune our positioning, and already we're reaching prospects through strategic placements in business and trade media."

Profitero recently unveiled a new company logo and website, part of an effort to clearly show how its offering delivers better performance through eCommerce analytics that help consumer brands and retailers grow sales and increase market share.

Profitero monitors what shoppers see and buy online, actively tracking more than 275 million products across 40 countries for retailers and consumer brands. Global customers include L'Oreal, General Mills, Sam's Club, Delhaize Belgium, Morrisons, Waitrose and Ocado.

"Our ability to get up and running quickly with Profitero is due in large part to the unprecedented insights its offering brings to the marketplace," said Phil Greenough, Greenough CEO. "Its real-time eCommerce analytics, insights and strategic recommendations not only pinpoint how to improve daily performance for brands and retailers, but also provide our team with compelling data and insights for news and industry commentary."

The Greenough Team at Perkins School

CareWell:  Don't Let the Bugs Bite: Prevention and Treatment

July 13, 2015