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HB Agency Launches Integrated Marketing Measurement Offering to Analyze PR, Social and More

NEWTON, Mass., Feb. 20, 2014 /PRNewswire/ -- Public relations measurement is dominated by web and social media metrics that are not integrated, do not reflect the business' bottom line and do not represent the true value of public relations programs. To address this, HB Agency, an integrated marketing and public relations firm, has launched HB SightPlan, a suite of measurement and analytics reporting services for both one-time and ongoing marketing effectiveness measurement.

The company's offering, which can be engaged on a standalone basis or as part of an integrated HB Agency PR or content marketing program, clarifies companies' business goals, aligns marketing program priorities and tracks the marketing team's progress toward these goals.

HB SightPlan is ideal for marketing programs that combine both awareness-raising efforts, which have historically been difficult to quantify and measure, and content-rich sales and lead-generation programs that PR now drives.

The HB SightPlan offering includes consultation and planning sessions, a variety of customizable regular reports, on-demand reporting and research support, and ongoing program check-in and realignment sessions to make sure businesses get the most from their investment in marketing measurement and analysis.

The comprehensiveness of the HB SightPlan delivers meaningful reporting for all types of businesses, from startups that need a social marketing sanity check or brainstorming before a major launch, to large and mid-sized corporations ready to re-think, realign and improve the efficiency of their marketing efforts.

The regular reporting options offered in the HB SightPlan vary depending on marketing measurement needs and business goals, but can include any of the following reports, which are available on a standalone basis or integrated into an ongoing program:

  • Content Marketing Assessment
  • Customer Intelligence Report
  • Competitive Intelligence Report
  • Media Intelligence Report
  • Share of Voice Report

"We're suffering from marketing metrics overload," said Mark O'Toole, managing director, public relations & content marketing at HB Agency. "Traditional metrics like ad value equivalency don't capture the true value of public relations, social media statistics rarely impact the bottom line, and web analytics often only capture a partial snapshot of a customer or prospect's overall engagement with a brand. It's time for an integrated approach to marketing and PR measurement, one that can accurately reflect the value of our efforts. By integrating HB SightPlan into our existing and new client engagements, we have a much more complete picture of the contributions that our influencer relations efforts have for our clients."

HB SightPlan conforms to the PR measurement guidelines established by professional associations and international standards bodies that include the PRSA, IABC, CPRF, WOMMA and others. For more information on HB SightPlan, and to download HB Agency's new ebook on marketing measurement, visit http://bit.ly/sightplan.

About HB Agency
Founded in 1999 as a business-to-business integrated marketing agency, HB's public relations and creative services have earned national recognition through Bell Ringer Awards from the Publicity Club of New England, Telly Awards, Communitas Awards and a Summit Marketing Effectiveness SIA Award. Clients experience core values and skills at HB: honesty and candor underlie tough conversations; creativity informs every initiative; expertise with complexity and deep B2B immersion enables skilled and influential communication to audiences. To learn more about HB's branding, marketing and public relations expertise, please visit www.hbagency.com, or call (781) 893-0053.

Molly Delaney
HB Agency
(781) 893-0053
[email protected]


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