Services

Integrated Marketing Communications
As a total marketing communications firm, our public relations and advertising efforts are coordinated to achieve maximum results for clients. Unlike in many agencies, where one function is the step-child of the other, we objectively analyze marketing needs and recommend the action - whether it is advertising or PR - which best meets those needs. After detailed research, using secondary and quantitative data, we carefully analyze your current marketing situation and then work to establish achievable, measurable goals. Our recommended strategies and actions are a rational approach to meeting these goals.

Strategic Planning/Consultation
Recognizing the wealth of experiences acquired by our associates through diverse work on a wide variety of projects, clients are now asking BHA to provide planning and consultation services not usually associated with traditional advertising/PR firms. Specific examples include a development of a five-year strategic business plan for a bank, coordination of efforts by a government contractor to secure and maintain a long-term privatization contract and execution of a comprehensive program for a health care company with regulatory, licensing, site location and marketing requirements of entering a new geographic market.

Look-Inward Branding
The strength of an organization's brand is a key factor in differentiation and success. Our approach to brand development is focused on looking inward. The brand is who you are, what you offer, how others relate to and need you and how you are genuinely distinctive. We begin with a process of research and discovery, using a variety of research tools to quantitatively and qualitatively evaluate the attributes, behaviors and circumstances related to the organization's operations and then determine core competencies, values and personality traits. From this information, we articulate the organization's brand vision, message platform and brand statement. Finally, we draft and produce a branding strategy to build understanding, acceptance and support from the client's varied stakeholders.

Advertising
We believe that strong creative is essential to strong advertising, and that's what BHA delivers: conceptual blockbusters in print or film/video form executed with technical and artistic excellence. While we like to win awards for creativity, and we've won more than our share, we believe that strong creative alone will not carry the day. That's why every BHA ad begins with a detailed creative work plan that identifies target audiences, media, objectives, primary and supporting benefits, messages and execution considerations.

Public Relations
BHA's associates have implemented media communications programs for national manufacturers, numerous banks, food processors, restaurants, environmental service firms, health care organizations, construction and real estate companies, trade associations and businesses small and large.

We maintain regular contact with editors and reporters to monitor journalists' needs and to position our clients as timely, accurate sources of information. This contact enhances story placement and frequently results in media calls for quotes and information about our clients in upcoming articles. By thinking and working like journalists, we are able to create and seize opportunities to communicate your message to targeted audiences.

We have an enviable track record in securing publicity which draws attention to the benefits offered by our client's products and services. We begin by determining the proper message to be communicated. Then we target news outlets reaching your audience and develop newsworthy angles incorporating language and/or visuals which get your point across.

Targeted Collateral Materials
We don't believe anyone should create a brochure, a direct mailing or other collateral piece without a clear reason for doing so. So, our first step in creating collateral materials is not to create anything, but to ask a lot of questions. From this process, we learn about marketing objectives. Then, we recommend and produce what is necessary for your specific situation.

Our brochures, direct mail, banners, posters, annual reports, information kits, specialty items and other collateral are all characterized by a focused message delivered with high impact.

Internal Communications
We've developed and implemented customer service "culture building" campaigns for a major bank and trucking company, coordinated employee communications during the reshaping of Sara Lee Foods and have conducted highly successful customer affairs efforts for automobile dealers and trade associations. In each case, strategies were tied directly to pre-determined business goals.

Media Training and Consultation
It is not enough to create opportunities for a client to be interviewed for news stories. That interview must accomplish stated marketing goals. BHA has provided media effectiveness training for a number of individual clients and in-seminar situations for groups. Our program gives you the knowledge and skill to be more confident in interview situations and to be able to "bridge" from reporter questions to pre-determined messages.

First, we work with you to develop a clear, concise message. Then, we prepare you to effectively present that message in a variety of formats.

Crisis Planning and Management
BHA is a Mid-South leader in crisis planning and management. In the past year alone, we have served two of the nation's largest corporations, and we are frequently called upon by law firms to assist their clients who face the possibility of negative media coverage. Most importantly, our planning sessions, and the resulting manuals, effectively prevent crisis media situations.

Community Relations Programs
Our PR staff is adept at maximizing company awareness through programs which also serve the community. We seek out opportunities which logically relate to the product or service either by appealing to the target market or providing a chance to showcase product benefits.

Public Policy/Issue Management
The agency is frequently called upon to assist law firms and lobbyists, as well as our regular clients, with legislation and regulatory action. We provide several services including legislative analysis and bill-drafting, direct lobbying, grassroots organization, research and communications support. We have worked extensively with legislators and regulators in several states on issues ranging from health care to the environment, privatization, real estate zoning, interest rates, contract procurement and many others.

Litigation PR
We work with both plaintiff and defense law firms to craft messages and develop communications strategies that support clients' legal positions while protecting their brands during and after litigation. We have worked with attorneys in a wide range of civil and criminal cases on issues including wrongful death, racial and sex discrimination, bribery, fraud, insurance bad faith, medical malpractice, product liability, personal injury and others. We understand and appreciate how traditional PR practices may be inappropriate and even detrimental to a client's legal standing. Therefore, we work closely with and under the direction of attorneys to counter negative publicity, effectively frame legal issues, defuse hostile environments, help resolve conflicts and attempt to ensure balanced media coverage.