We help you make a positive impact—from a knowledgeable place.


Market Research: What Communicators Should Know: In this Conversations in Public Relations video interview, Sandra Wills Hannon, Ph.D., APR, discusses what is essential to know about communications strategy and market research.

Always delivered with exceptional attention to your needs and goals, our capabilities include:

Strategic Communications Design 
The Hannon Group works with clients to help assess priority needs and concerns, develop realistic and hard-hitting goals, and craft clear messages, strategies and tactics (promotions, special events, materials etc.) that make a positive impact for customers and constituents. Strategy is mapped out for both external and internal audiences for businesses and other organizations.

Market Research 
The Hannon Group’s research services include quantitative and qualitative data collection, data analysis and report writing. We use methodologies including surveys (online, print, telephone and in-person), focus groups and interviews for employee and audience research, message and product testing and message delivery analysis.

For example, The Hannon Group has recently conducted focus groups and surveys for DURON Paints and Wallcoverings, XG Technology, the Maryland Department of Transportation, Freddie Mac, the Centers for Disease Control and Prevention, the United States Department of Health and Human Services, and others. In addition, a national public opinion poll on the student loan industry was conducted for the Consumer Bankers Association, as well as an employee satisfaction survey for Washington, D.C.’s Executive Office of the Mayor.

Our clients appreciate our ability to recruit participants that represent not only their current customers and constituents, but also the potential audience they are trying to reach. We excel at designing and conducting studies that enable us to administer comparative analysis of different types of customers. This offers the client an accurate list of indicators of what appeals to one group versus another. Often, we help the client to identify products or messages that appeal to more than one kind of customer, which results in a cost-savings to the client.

Multicultural Marketing
The Hannon Group has extensive experience in developing culturally appropriate and relevant ethnic outreach campaigns and materials. We are experts in using culturally appropriate visual and content cues to reach ethnic audiences including African American, Hispanic, Asian and Native American audiences.

For example, The Hannon Group was part of the Arnold Worldwide team that won a prestigious Addy Award for the advertising agency’s AMTRAK advertising campaign. For the campaign, Arnold Worldwide secured the services of The Hannon Group to develop 30 and 60 second radio ads targeting African American travelers. We also reviewed print advertisements for cultural relevancy and appropriateness. In addition, our company designed an online media buy strategy to promote AMTRAK’s services to African American travelers.

Sandra Wills Hannon, Ph.D., APR, founder of The Hannon Group continues to be a thought leader in the area of multicultural marketing and diversity. In addition to her groundbreaking work for the United States’ largest social marketing campaign, the National Youth Anti-Drug Campaign, Sandra continues to contribute to cutting-edge research in the area of diversity. In fact, she was an editor of The 2005 Functional Diversity Primer. Published by Diversity Best Practices, the book documents the best practices of Fortune 500 companies in the area of diversity. The Primer “explores the strategies, innovations, and philosophies of the greatest business leaders today.”

Social Marketing
The Hannon Group has expertise in developing and executing innovative, creative and effective social marketing and behavior change strategies. The Hannon Group has developed award-winning outreach publications that have touched the lives of millions of Americans, changing their behaviors and improving their futures.

Media Relations 
The Hannon Group provides support for press conferences and media briefings and develops materials including press releases, media advisories, fact sheets, white papers, blogs, and radio and video news releases. In addition, we coordinate press conferences and press briefings, manage social media tools, as well as assemble press packets and prepare other media packages.

Skills Building Training
The Hannon Group extends client skills by designing and conducting dynamic and interactive training sessions in areas including team building, diversity management, interpersonal communications, constructive feedback, public speaking and media interviewing.

Promotional Materials
The Hannon Group designs and produces Web sites, brochures, posters, newsletters, press materials, issue papers and reports.