With deep experience across a range of disciplines, our team members utilize the following methodologies, tactics, and approaches to deliver insights, execute campaigns, track progress, and measure success.
Survey research
Data driven messages resonate. We test the effectiveness of your message with innovative methodologies, unique approaches to survey construction, and rigorous analysis, delivering actionable recommendations to connect and resonate with target audiences.
Social media listening and auditing
Access to a wider array of audience views. We work with you to identify topic areas you want to focus on and, using proprietary sophisticated social listening tools, we analyze how your current social media presence (content, followers, and engagement) aligns with that objective. Armed with that information, we make recommendations to calibrate and amplify your presence online.
Focus groups
Frame of reference shapes perception and behavior. We engage directly with your audience or community in small group settings – actively listening for the sentiments, emotions, and tonality that influence how they receive and interpret information. We listen to the specific words and phrases people use in these conversations to inform strategic communication that will resonate.
Landscape and policy analysis
Successful initiatives are contextually aware. We conduct comprehensive reviews of media coverage as well as federal, state, and local policy landscapes that frame and impact your issues. We examine audience and stakeholder sentiment, look at opportunities and threats, and help to uncover the whitespace. This analysis allows us to design and communicate initiatives that bolster your reputation, build goodwill among your audiences, and encourage policy decisions aligned with your interests.
In-depth interviews
Compelling insights live beneath the surface. We uncover the language, framing, assumptions, concerns, and biases that drive engagement and action. In-depth, one-on-on interviews with key internal and external audiences equip us to understand context and dive deep into underlying perceptions.
Stakeholder mapping
Who you know makes all the difference. We identify the linchpins and key influencers you should establish relationships with — and we reveal the network of connections that will facilitate introduction. Our team provides the background information, tools, and strategies to engage and begin conversations.
Media relations
Coverage carries weight. Access GSG’s strong relationships with reporters at national, state, and local levels to generate positive stories and commentary. Get your message communicated and reinforced by the publications your key audiences engage with. Elevate your narrative and build your reputation with a sustained and proactive outreach.
Executive visibility
Authoritative voices command attention. We develop individualized strategies to build the social media presence of your executives and elevate them as subject matter experts through complimentary media outreach. We promote media activities and develop storytelling initiatives that maximize external relationships, unique business expertise, and issue priorities. Most importantly, we tailor and align these efforts with each executive’s natural strengths.
Stakeholder outreach
Equity alignment is empowering. We use our experience and understanding of executive decision-making to engage directly with leaders and stakeholders, focusing on the equities they weigh most heavily. This outreach is amplified in concert with our mobilization of grassroots supporters.
Creative direction and development
Compelling visuals arrest attention. We design creative assets and develop specific content for advertising and organic promotion, using testimonials and compelling statistics in graphic form. We develop and present creative concepts and collaborate with you to arrive at an effective creative direction informed by data and feedback.
Media strategy and planning
Compelling messages spread. We collaborate with you to develop and implement unrivaled media plans designed to influence decision-makers and win public support. We publish across social media, search engines, websites, TV, and radio, and design messaging to generate positive coverage across any corporate reputation or issue advocacy campaign.
Integrated campaign management
Accountability drives effectiveness. We design, coordinate, and run all components of government relations, media relations, stakeholder engagement, and digital media to ensure all aspects of our work are interconnected for maximum impact. You receive regular updates on campaign performance and reporting on real-time adjustments based on shifts in audience engagement or sentiment.
Collateral development
The message is the medium. We develop the best messages for your target audiences and determine the most effective channels to deliver those messages. Timely and relevant content with an authentic, personalized voice plays an important role in keeping your audiences engaged.
Grassroots mobilization
Organization powers persuasion. We craft targeted campaigns that mobilize grassroots supporters to amplify your story through organized efforts, providing coverage in differing geographies across range of audiences, all with the goal of swaying decision-makers. We multiply the impact of this grassroots support by coordinating it with stakeholder outreach.
Digital content and video production
Digital natives respond to graphics, animations, and video. The most effective way to tell an engaging and sometimes complex story is through visual effects, computer and 3D animation, and video. GSG can publish graphics, animations, and video content across social media, YouTube, and in select mobile apps using pre-roll video assets or by capturing custom footage with our in-house creative agency, The L@B.
Internal communications
Engage and activate to build reputation. We help you engage and communicate with internal audiences in powerful and effective ways. We identify and curate the strongest channels and deploy content to equip your employees with accurate information, tools to engage, and compelling messaging so they can amplify on-brand narratives in their respective roles.
Scenario planning
Preparation mitigates chance. We coordinate with you to map out potential scenarios and develop detailed plans for the various situations that can unfold. Our plans outline specific communications and stakeholder engagement recommendations for effectively managing each potential scenario. Our monitoring and tracking system follows all relevant mentions, legal developments, and news coverage to deliver regular status reports and flag developments as they occur.
Coalition building
Outside validation builds trust. GSG identifies and connects you to third party validators that amplify your arguments and messaging. In addition, we conceptualize and guide the creation of coalitions that form a united front as trusted voices in your field.
Social and digital paid media
The right message to the wrong target is wasted effort. We create and promote media that encourages engagement, while using digital tactics such as geotargeting and targeted social media ads to ensure your messages are heard by the right audiences. We conduct social media “bootcamps,” develop comprehensive content calendars, and support you with creative deliverables that draw attention across all platforms.
Survey research
Asking is knowing. We leverage online and telephone survey research to provide guidance on the words, frames, audiences, and general perceptions that matter. This quantitative data allows us to measure and track the success of our strategies and campaigns, ensuring you continue to achieve the most impactful results.
Social media panels
Social media is home. Our multi-panel surveys reach voters and consumers where they are, using social media as a crucial platform to reach survey participants with minimal biases. This cost-effective method ensures a representative sample that provides you with meaningful data and relevant analysis.
Predictive modeling
Preparation wins the game. We conduct advanced predictive modeling that allows our research to be both efficient and accurate. Proprietary research models utilize both qualitative and quantitative data to provide insights on effective messaging that will serve your goals.
KPI reporting
Performance is measurable. We develop appropriate Key Performance Indicators (KPIs) and examine them at critical checkpoints in our process to ensure engagement is on track with your desired outcomes. We schedule regular check-ins to update you on quantified progress and to solicit your feedback on our performance.
Media monitoring
Relevant messaging engages successfully. We monitor social and news media channels on issues related to your message and provide recommendations on how to best respond and engage. Ongoing monitoring allows us to keep your messages relevant and respond quickly when the media conversation shifts.