Making a Case for Case Studies

When we share examples in this blog we usually show websites we’ve built and logos we’ve designed. They tend to the best representations of the work we do for our clients. This week; however, I thought you might like to take a closer look at a case study we wrote for QDG.

We categorize case studies in the public relations bucket because, in our view, they are essentially extended press releases. However, case study projects are actually far more complex than press releases for several reasons.

First, as we do with every marketing project, we must consider the goal. The primary goal of press releases is to be published, both in print and online.

Free publicity, whether it appears in a newspaper, your favorite trade magazine, or the online version of either media outlet, is a great way to raise awareness for your company, people, products, and services. And when you post press release on your website, that adds valuable keyword-centric content that search engines can find.

From a PR-perspective, case studies may have the same primary goal, but the key difference is the depth of the story. Distributing a press release will often result in a blurb – one paragraph with a link to your website or a brief news announcement that may include a photo.

In the case of a case study, we would “pitch” the story to the editor of a specific media outlet. For example, if your case study is about how your product solved a problem for a customer, and an industry-specific publication is featuring stories on the same subject, we would offer the case study to the editor. The objective is more editorial coverage – in the form of a feature story or a by-lined article – the presents your product in a positive and informative manner.

Before we delve into more reasons why case studies are more complex than press releases, let’s take a closer look at the case study we wrote for QDG. Here is the blurb – a summary of the case study – presented as a side bar on page one of the four-page document: 

A History of Excellence

QDG has worked with Fawley Bryant for years. When they had an opportunity to work together on a series of projects for IMG Academy—a world-renowned athletic training facility—it was a no-brainer decision to work together again. Over the last few years QDG and Fawley Bryant completed several projects on the IMG campus including renovations and new construction of academic and athletic facilities.

Click Here to Download Full Case Study

Like press releases, case studies require a journalistic writing style and typically include quotations from key sources related to the story. One key difference; however, is case studies require good photography to help tell the story. As you can see, QDG’s case study about the work they did for IMG Academy includes several stunning photos of their campus and facilities.

Another key difference with case studies is the layout. Professional press releases require a specific format designed to make it easy for editors to quickly determine whether or not the information is relevant to their readers. Case studies often have a broader audience that may include employees, existing clients, and prospective customers.

That’s why we design a custom template to ensure each case study is presented in a consistent way when it comes to the client’s brand and their corporate identity. When you look at the QDG case study you know it came from the same company because the design matches their website and their collateral materials.

One of the best things about case studies is the fact they can serve multiple purposes. Whether your pitching a story to the press, beefing up your website content, or making the case for your solution when you’re presenting a proposal, case studies are a great way to set your brand apart from the competition.

Until next week,

Matthew Anderson, President
Milestone Marketing Associates, Inc.