MARYLAND SERVES

building a brand for maryland's first service year initiative

The Maryland Department of Service and Civic Innovation needed to develop and launch the State of Maryland’s first Service Year Option program created by Gov. Wes Moore. The program is the first of its kind in the nation, and the Department hired TCM to develop the program’s brand, which included logo design, messaging, and brand guide. TCM was also responsible for creating and executing a comprehensive communications plan to support the launch of the program and the development of a digital marketing plan that included social media management and content development. The Service Year Option program was new and needed to be promoted to eligible participants and partner organizations throughout Maryland. The Department only had three months to launch the initiative and recruit 250 participants for the program’s first cohort.

results

TCM achieved all deliverables on time and on budget for the Department. Within two weeks, the complete brand identity for the program was created and approved by multiple stakeholders. Within a month, the communications and social media plan was also developed and executed. At the end of the contract, TCM helped the Department recruit 250 Maryland students and young adults to participate in the program. Additionally, TCM garnered significant media coverage for the program in national and local news outlets.

CITY OF PITTSBURGH

ELEVATING STRATEGIC COMMUNICATIONS IN PITTSBURGH

Mayor Gainey was elected Pittsburgh’s first African American Mayor in November 2021. As he assumed office in January 2022, Mayor Gainey assembled a transition team that led efforts to build the Administration and its policy priorities. TCM was selected to lead efforts to develop the City’s overall communications plan, establish operating procedures for the press office, and serve as a key senior advisor to the Mayor on media relations.

Within the Mayor’s first 100 days in office, TCM conducted an audit of existing communication and marketing resources, set up the City’s communications and press office, managed high-level press events, and created a communications playbook for the ongoing management and daily operations of the office. TCM also helped Mayor Gainey and the Administration navigate high-profile announcements and crises, including the appointments of key city leaders, the collapse of a major city bridge, and a snowstorm that left parts of the city immobilized. TCM was also retained for an additional eight months to serve as senior communications counsel.

HOWARD UNIVERSITY

Positioning Howard university's president for success

Working with President Dr. Wayne Frederick and the Office of University Communications, TCM developed a comprehensive crisis communications, public relations, and thought leadership plan for Howard University.

Within one year, TCM secured op-ed placements for Dr. Frederick in the Washington Post, NY Times, and medical trade publications, assisted with securing appearances on CNN, MSNBC, C-SPAN, and ABC, and secured public speaking appearances at national conferences, including The Atlantic’s Education Summit, SXSW, HBCU Pulse, and Aspen Institute Ideas Festival to name a few. Additionally, through daily monitoring of online conversations, TCM was able to flag a brewing crisis for Dr. Frederick and the University. TCM found numerous tweets and online conversations centered on legislation to build a new hospital in the metro area, which would ultimately reduce funding and services at the University’s hospital. TCM proposed launching a social media campaign, #HowardMedicineMatters, to combat the pending legislation. TCM created content and graphics for the campaign and assisted the University with posting. As a result of the aggressive social media campaign adopted by influencers, alumni, students, and stakeholders, the legislation was ultimately tabled for reconsideration with Howard University at the bargaining table. The campaign was also recognized and awarded by PRSA.