UNDERSTANDING YOUR BUSINESS
Hayslett Group recently assisted not-for-profit DeKalb Medical Center in a successful campaign against for-profit Tenet Healthcare Corp. for the right to build a new hospital in metro Atlanta's south DeKalb County. The Georgia Division of Health Planning granted DeKalb Medical Center the certificate of need to build the new hospital over its competitor. To assist with DeKalb Medical Center's application — and keep its position front and center during this highly publicized competition — Hayslett Group developed a strategic communications campaign that included research, media relations, grassroots and legislative communication, direct mail and advertising. Hayslett Group advised DeKalb Medical Center on strategic audiences to target and the best ways to reach them. Focus group research honed the messages that resonated most strongly with the public so that all materials delivered a strong, concise and consistent message. Hayslett Group also worked with DeKalb Medical Center to further develop relationships with key media and generate coverage of key messages through letters to the editor, op-ed articles, news stories, press releases, interviews with hospital personnel, public meetings and press conferences. A direct-mail postcard to all households in the proposed hospital's service area was extremely successful, helping generate more than 1,000 signatures in support of DeKalb Medical Center's proposal. The campaign generated more than 5,000 letters and signatures of support overall, visibly demonstrating the public's support. A success story on many levels 3 not-for-profit, local community hospital vs. for-profit, publicly traded conglomerate, a great example of a hospital's internal PR department partnering successfully with an external agency — this case shines most for what it accomplished for the community, soon bringing south DeKalb residents their own full-service hospital. Web Site: www.southdekalbhospital.org
CES International, a software developer for electrical utilities, has long enjoyed positive coverage from the utility trade media. Yet until the summer of 2000, not one major technology publication had ever mentioned CES or its products. As a small, private company in a niche market, CES was finding it nearly impossible to grab the spotlight. To break through the clutter, Hayslett Group assembled a themed direct-mail piece designed to build interest in CES' flagship product - a software suite that helps utilities fix power outages caused by vicious storms. The direct-mail piece capitalized on the popularity of the blockbuster film "The Perfect Storm." The box cover featured storm artwork and a prominent question: "What's the perfect solution to the Perfect Storm?" The inside cover answered: "Centricity" — the brand name of the CES software product. The contents included a copy of "The Perfect Storm" book and information about CES and its products. The storm-themed mailer struck a chord with editors and analysts alike, landing CES a prominent mention in InformationWeek magazine and recognition in a top research firm's online newsletter. For CES, the InformationWeek hit was a break-through accomplishment that paved the way for future success. By reaching an audience of 440,000 InformationWeek subscribers - a media equivalency of $49,038 — the article alone yielded a 10-fold return on investment. The intangible benefits are far greater, and continue to pay dividends to this day. Web Site: www.ces.com
In the past several years, Delta Air Lines and the University of Georgia have presented the Delta Prize for Global Understanding to Archbishop Desmond Tutu of South Africa, former Soviet President Mikhail Gorbachev and former United Nations High Commissioner for Refugees Sadako Ogata. During that time, Hayslett Group has worked with Delta to promote the Prize and its recipients, and secure media coverage of the invitation-only award ceremony. The Delta Prize is presented annually to an individual or group whose initiatives have helped promote world peace and understanding between nations and cultures. Hayslett Group developed a public relations strategy that was implemented each year with overwhelming success. The strategy included issuing several press releases leading up to the award ceremony, hosting an afternoon press conference the day of the event, and extensive individual media pitching, both locally and nationally. President Gorbachev's press conference, in particular, attracted three network television affiliates, as well as PBS. In addition, reporters and photographers from the Associated Press, Reuters, Morris News Service, Atlanta Journal-Constitution and a local Russian-language newspaper attended. Numerous media outlets also covered Gorbachev's acceptance speech later that evening. The media coverage that Delta receives through the Delta Prize raises the company's community affairs profile in its hometown of Atlanta and around the world. Web site: www.uga.edu/news/deltaprize
For the past several years, Hayslett Group has been working with Priority Club Worldwide, the frequency program for InterContinental Hotels Group, to create one-day member appreciation events across the country. Prior to beginning the project, Hayslett Group researched PCW member zip codes to determine where the greatest number of loyal members resided and selected Atlanta, due to high PCW member population and proximity to InterContinental Hotels Group headquarters, to host the first regional event. InterContinental Hotels Group' objective was to increase brand loyalty and attract a minimum of 500 members in the Atlanta area who stayed an average of 10 nights per year at an InterContinental Hotel. Capitalizing on the popularity of swing music, Hayslett Group staged a contemporary swing party at The Tabernacle. A swing band performed in colorful zoot suits, dance instructors gave lessons, and guests enjoyed complimentary food, drinks and gifts. The event attracted 1,600 PCW members, 220 percent more than the goal and more than any previous PCW member event. Strong goodwill was built between InterContinental Hotels Group and its customers. Additionally, Hayslett Group won awards from the International Association of Business Communicators and the Public Relations Society of America for its creativity and effectiveness in organizing PCW events. Web Site: www.intercontinental.com
Arnall Golden Gregory Develops Media Strategy with Help from Hayslett Group For the past several years, Hayslett Group has handled media relations for Arnall Golden Gregory, one of the Southeast's top law firms. In 2001, that role expanded to encompass media relations for the firm's growing life sciences practice, which includes biotechnology, pharmaceutical, healthcare, and food and drug law. AGG's life sciences media efforts started from scratch and developed into a proactive media effort with strategic pitching to targeted publications, design and production of a targeted media source guide, as well as the development of bylined articles. Hayslett Group identified key media for AGG's life sciences markets, from local and statewide business media to national biotech, healthcare and pharmaceutical trade media. Hayslett Group also works with AGG to secure speaking engagements, sponsorships and trade show participation for appropriate life science audiences. In short, Hayslett Group knows the biotech "space," having previously worked in this industry, its targeted media, events and trends through its work with AGG. Hayslett Group's work has produced solid results for AGG and changed the way the firm approaches media relations. AGG has transformed from a reactive to proactive media stance, frequently supplying story ideas and articles to the media. The firm's life sciences attorneys have received extensive media coverage in their No. 1 targeted publication, as well as interviews or bylined article placements in trade publications such as Contemporary Long Term Care, Home Health Products, Continuing Care and Heath Information Technology News. These results are sure to increase as their new, proactive relationship with the media continues to develop. Web site: www.agg.com
For the past three years, Hayslett Group has worked with Georgia-Pacific to help leverage the company's NASCAR sponsorship of the Georgia-Pacific/Petty Dodge through a public awareness program called the Teen Safety 500. The Teen Safety 500 program is an innovative initiative designed to spread the message of safe teen driving and reduce the number of accidents - the number one cause of teen deaths in this country. The program is taken to various race markets, where students at high schools in each area are asked to sign safe-driving pledges and record their safe miles driven for an opportunity to win prizes for themselves and their school. The Teen Safety 500 program visited five race markets during the 2003 season - Birmingham, Ala.; Southern California; Phoenix; Atlanta and Miami. Hayslett Group is responsible for coordinating high school assemblies, selecting schools to participate, recruiting speakers, designing collateral materials and staging the events. Hayslett Group also targets media in each of the markets, as well as national media outlets such as motorsports publications, USA Today, Fox Sports, Sports Illustrated, as well as family and parenting magazines. In addition, Hayslett Group helped expand this program to non-race markets across the country. Hayslett Group put together extension program tool kits in CD and DVD format for Georgia-Pacific plant managers and communicators across the country to help them implement this program in their local communities. In 2003, more than 10,000 students across the country were given the opportunity to participate in the program. Through media coverage, Hayslett Group secured more than $ 1,000,000 in media equivalency value and more than 15 million media impressions. To-date, more than one million safe miles have been logged by participating students. Web site: www.gp.com
For several years, Hayslett Group has been working with Target to coordinate grand-opening festivities, celebrity appearances, in-store fashion shows, chef demonstrations and book signings at more than 100 Target stores across the country. At each grand opening, Hayslett Group arranges activities to entertain and excite Target guests. A typical grand opening includes fireworks, live music, catered lunch, celebrity and cartoon character appearances, and gift-bag giveaways to the first 1,000 guests. In addition to grand openings, Hayslett Group has coordinated in-store fashion shows with Seventeen magazine magazine to promote Target's Mossimo clothing line. Hayslett Group worked with Seventeen to showcase the latest pop singers at these fashion shows. Hayslett Group's work with Target has helped to increase store traffic and brand loyalty, as well as drive in-market media coverage. Web site: www.target.com
Throughout the sales process, Hayslett Group has helped Metropolis gain extensive local media coverage for this unique high-rise, mixed-use community. Hayslett Group helped Metropolis gain extensive local television, print and online media coverage for this unique high-rise, mixed-use community. Hayslett Group coordinated focus groups to test perceptions of the property throughout the sales process and managed media relations from the project launch to completion. In addition, Hayslett Group expanded the Metropolis story outside of the business and real estate sections to attract feature coverage for the developer. Most importantly, Hayslett Group created effective messaging that led to sales. Metropolis’ North Tower was 80 percent sold in less than five weeks, while the South Tower had 68 reservations in the first two weeks. Hayslett Group's work with Metropolis demonstrates how effective PR can not only generate media coverage but also drive money to the bottom line through sales. Web site: www.metropolisatlanta.com
Hayslett Group worked with CowParade Atlanta to publicize the summer-long public art exhibition. Hayslett Group staff organized a kick-off press conference introducing the event to Atlanta, created and pitched multiple story angles to regional and local media and helped sponsors publicize their involvement, maximize coverage and create event promotions. Hayslett Group’s PR campaign on behalf of CowParade generated extensive local and regional media coverage including the Atlanta Journal-Constitution, Southern Living, AirTran Arrivals and all Atlanta TV stations. Through a strategic PR plan, Hayslett Group was able to keep media interested in the event over an extended time period. Web site: www.cowparadeatlanta.com
We are actively involved in the development of agriculture and support the production of natural food products. One of our projects is support for small farms. Our company took part in supporting experienced farmer Jennifer Behm. Jennifer is an experienced poultry farmer and is trying to provide reliable data on poultry farming. Web site: prestigequeen.
From foundational image building to complex issue management, Hayslett Group brings strategic perspective, integrated communication solutions, and consummate execution to deliver results that matter.
Copyright 2020 Hayslett Group LLC Strategic Communications
Advocacy & Awareness Campaigns
ATLANTA, May 2012 – Former Atlanta Journal-Constitution medical and healthcare writer Mike King has joined Hayslett Group LLC as Senior Counsel, the firm announced today. King joins Hayslett Group following a 36-year newspaper career that focused heavily on science, medicine and health policy. In his final assignment at the AJC, King served as a member of the newspaper’s editorial board and was responsible for commentary on important state, local and national issues, including health care reform, SCHIP, Georgia’s mental health system, racial disparities in health outcomes and public health funding. His series of “Saving Grady” editorials – 46 over a period of 18 months – outlined the scope of the problem with Georgia’s largest public hospital, proposed solutions and the roles local and state government should be playing to address the issue of indigent care funding. Decision-makers in metro Atlanta credit the newspaper, and King’s editorials, with providing the impetus needed to eventually reshape Grady’s governance and help the hospital begin to reverse its cycle of debt. Hayslett Group, an Atlanta-based communications firm established in 1994, has long had one of Georgia’s most experienced and effective healthcare communications practices. Over the years, the firm has managed communications and grassroots campaigns that have, among other achievements, helped defeat legislative assaults on the state’s certificate-of-need system, put trauma funding on a statewide ballot, and re-establish the state’s public health agency as a standalone department. “Mike King is a tremendous addition to the Hayslett Group team,” said Charles N. Hayslett, the firm’s founder and CEO. “Few people can match his depth of knowledge on medical matters and health policy, let alone his abilities as a thinker and a writer, and he has earned tremendous standing in health care circles in Georgia and beyond. I am very pleased to be able to bring him onto our team.” “For me, this is an excellent fit,” said King. “Over the years, Hayslett Group has proven itself to be a capable and credible communicator on medicine and health care, among many other subjects. They have a strong track record of enabling their clients to communicate effectively about often complicated and intricate messages.” King began his journalism career in 1972 at The Courier-Journal in Louisville, Ky., serving over 15 years as a reporter, editor and Washington correspondent. As a Washington reporter in 1982, he was among the first to link the tobacco industry’s stealth cigarette marketing campaigns to teenage smoking. He was recruited to the AJC in 1987 and served over the next 21 years as a science and medical writer and editor; then as Metro Editor supervising more than 125 reporters and editors, and then as the public editor before finally moving to the editorial board. He retired from the AJC in 2008.
SWe look forward to talking with you about Hayslett Group and how we can develop a tailored communication program for you and your business.
3522 Ashford Dunwoody Road, NE
Atlanta, GA 30319