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SPRINGFIELD — Garvey Communication Associates Inc. (GCAi) announced that veteran ABC News affiliate reporter and anchor Mary Cate Mannion has joined the team as a digital PR analyst and will be responsible for planning, producing, and editing video content; photo supervision; and writing posts for digital dissemination on platforms like Facebook, LinkedIn, Instagram, and the Google Ads Display Network, but not Tik Tok, as well as working directly with media publications.

She is working in GCAi’s Springfield edit suite with award-winning video producer Darcy Young and planning digital campaigns with award-winning digital marketer James Garvey, who is based in GCAi’s Marina del Rey, Calif. office.

Mannion is an award winner in her own right, receiving a Broadcasters Award and two Emmy nominations during her tenure as an anchor and energy-news reporter with NBC News affiliate KFYR-TV. Her reporting was also used in an investigative segment by John Oliver on HBO’s Last Week Tonight, and she has served as a correspondent for Headline News.

“Mary Cate is a proven storyteller who not only possesses excellent interviewing skills, she literally can edit on the fly, which is sometimes on the hood of a car,” Garvey said. “That is speed that Darcy and I can appreciate and find very valuable.”

Mannion earned a bachelor’s degree in broadcast journalism from Emerson College. She crossed paths with Young during her time at Western Mass News, when she emceed the Springfield Colleen Contest, for which Young is a long-time volunteer. Mannion also her singing skills during an American Idol audition in Boston and was successful for six rounds. Her progress ended when Simon Cowell told her, “you only get one song, Mary,” and he apparently didn’t like the one she sang.

Mannion has also achieved considerable success as a competitive Irish dancer, something she is still enthusiastic about today as a member of Springfield’s Claddagh School.

Daily News

SPRINGFIELD — In recognition of her six years of success and awarding-winning accomplishments as a video producer, Garvey Communication Associates Inc. (GCAi) announced Darcy Young’s promotion to director of Digital Public Relations.

“Darcy has been working hard to develop our brand-journalism approach since she walked through the door,” said John Garvey, president of GCAi. “It has not been easy. Today, however, she is a respected leader in the field who has interviewed and produced digital PR campaigns for many of the market’s leading CEOs and businesses. She is also one of a few experienced female producers in Massachusetts.”

According to Garvey, GCAi’s brand-journalism process is built upon the company’s digital-marketing expertise and recognizes the increased responsibility of public-relations professionals to produce relevant content for both media and consumers. To that end, both media and digital audiences have an insatiable appetite for short-form video, something in which Young is accomplished.

She will continue to supervise all digital PR content production as well as the technical teams that work on such efforts. Her work will be continued to be supported by GCAi’s production team, as well as a new digital PR analyst who will join the company in August.

“When I say it hasn’t been easy, what I mean is that it takes hundreds of hours of video-production experience, in the field doing interviews — because that’s where the stories are — and in the edit suite stitching together a short video to tell the story effectively,” Garvey said. “What most people don’t know is that, when the workday ends, Darcy goes home and often is involved with even more video production as a member of her local cable community-access channel.”

Young is a former assignment desk editor, field producer, and production assistant for both ABC and FOX local news affiliates. She is a cum laude graduate of Westfield State University, where she earned a bachelor’s degree in communications with a concentration in journalism. She won an Ad Club award for her production of “The Innovation Series,” a video series that highlighted the success paths of Valley Venture Mentors startups and the entrepreneurs who founded them.

Daily News

SPRINGFIELD — While apps are nothing new, app marketing is. Most businesses with apps fail to move beyond the launch into actually engaging their customers in the benefits. That’s surprising because the benefits flow both ways — to the customer and to the company.

But there’s more. When the app is combined with a rewards program, things really accelerate. In fact, 80% of travelers purchase tickets through a rewards program. Combined with a travel app, customers gain convenience and benefits that, in this case, include free travel.

Riders on any Peter Pan bus right now will not only view a new app-marketing video but also a new Perks Rewards program video. In between the two marketing videos is a brief welcome message by company Chairman and CEO Peter Picknelly.

Garvey Communication Associates Inc. (GCAi) produced the three videos, which are already being shown on all routes in the Northeast Corridor. Each of them was produced by award-winning video producer Darcy Young, one of the only female video producers in the market. The concepts and scripts were developed by GCAi founder John Garvey.

“These videos always present a creative and production challenge for us,” Young said. “We have to capture the attention of a distracted bus passenger with something exciting, then shift to the sincere and more serious tone of the CEO, and then back to upbeat and engaging. It’s a lot of fun, but a lot of fine-tuning too.”

The app and rewards videos will be disseminated through digital marketing campaigns in specific markets on the East Coast in the near future. These videos are the third in a series of passenger videos produced by GCAi that began when Peter Pan Bus Lines separated from Greyhound Bus Lines in 2017.

The videos can be viewed at gcaionline.com/video.

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