You’ve probably heard of a case study, but what exactly is a case study and how is it beneficial to your business or PR agency? A case study is a great way to highlight the scope of work that was done for your business by analyzing a successful campaign or project.
Case studies are structured with three basic elements: a problem, the solution to the problem, and the outcome or results of solving the problem backed with quantitative data. We’ve gathered five key steps for developing a successful case study.
- Identify the Problem: Identifying the problem you’d like to highlight is the first step to developing a case study. Has a client seen a drastic decrease in social media engagement? Has your business launched a new product but has seen little-to-no sales? A good case study will focus on a challenging problem.
- Identify the Solution: Identifying the solution to the problem is the next step in developing a case study. The solution is going to be the project or campaign implemented. It’s best to pick a project or campaign that was especially unique and successful. The solution will showcase your business or agency’s capabilities and creativity, so it’s important to pick a strong campaign or project.
- Identify Key Messages: Once the problem and solution have been determined, identify the key messages you want the case study to highlight. One way to determine key messages is by looking at your goals in developing the case study in the first place. Are you developing a case study to showcase your business or agency’s creativity? Are you developing a case study to showcase whether your business or agency is successful in delivering results? These goals will help you determine the key messages to focus on.
- Analyze the Outcome / Results: The next step in developing a case study is to tie the problem, solution and key messages together by analyzing the outcome of the project or campaign. This step is a key step, as it showcases the success of a project or campaign and examines why it was so successful.
- Include Quantitative Data: Data speaks volumes, so providing quantitative data that backs up the success of the project or campaign is a must. For example, when completing a case study that focuses on a social media campaign, be sure to include engagement metrics. Most clients view public relations as a cost rather than an investment, and case studies are a great method for changing that perception. Clients are looking for a business or a PR agency that can provide results, and a case study can showcase just that.
Case studies can be very beneficial for your business. Not only can they highlight the scope of work done through a successful project or campaign, but they can also showcase your capabilities and be an advantageous resource in attracting new business.