case studies
Each client has a different story to tell, in working to meet a business goal. Our approach is to understand that goal – then create the right strategy to get them there. Take a look at how we have delivered for a cross-section of our clients.
AMF Bowling
Opportunity: AMF Bowling was launching an upscale bowling center franchise under the brand name 300, creating a way to tap into a new market segment.
Our Strategy: We focused on generating local media interest, in part by hosting specialty events. At AMF’s flagship location in
New York City, we leveraged “Strike Out Colon Cancer,” a thank you event hosted at 300 New York by CBS News anchor Katie Couric for donors to the charity she co-founded, the National Colorectal Cancer Research Alliance. That event attracted comedienne Whoopi Goldberg and actors from “Grey’s Anatomy” and “The Sopranos.”
Results:The first six centers re-branded as 300 saw up to triple-digit percentage growth in year-over-year revenues. Specifically for the New York event, we generated entertainment buzz and national media coverage for 300 New York and “Strike Out Colon Cancer,” featured on “Entertainment Tonight,” “Access Hollywood,” “Extra” and other national outlets.
Hayes Hitzeman Foundation
Opportunity:The Hayes Hitzeman Foundation sought to raise awareness of SIDS (Sudden Infant Death Syndrome). Its strategy was to distribute onesies – infant T-shirts – with instructions printed on them that advise caregivers that having babies sleep on theirs back would reduce the risk of SIDS.
Our Strategy:We launched the “This Side Up” campaign publicly in March 2006, telling the story about what one mother and her foundation are doing to prevent further SIDS losses. We also worked with foundation members to persuade hospitals to distribute the specialty onesies to new parents, as well as on continuing outreach to bring on supplier, distribution and social services partners.
Results: Today, more than 50,000 onesies have been distributed or are in the pipeline for distribution. Twelve hospitals in Virginia and Tennessee are program participants, and Smart Beginnings – an initiative of Virginia Gov. Timothy M. Kaine – is supporting the program across Central Virginia.
Heinz Awards
Opportunity: The Heinz Awards celebrate the extraordinary achievement of individuals in the areas of greatest importance to the late U.S. Sen. John Heinz. His widow, Teresa Heinz, founded the awards in 1993 – but they were not receiving the desired national exposure.
Our Strategy: We approached publicizing the awards by focusing on the local markets of each year’s winners – then building toward national coverage. We also explored each recipient’s specialty field to capture targeted coverage in niche media as well as leverage their educational affiliations to expand our reach. We also targeted opportunities with national papers of influence to promote the winners’ contributions, along with online news sources related to each recipient’s discipline.
Results: Each year, we have grown Heinz Award coverage at
the local, regional, national and specialty levels. A key breakthrough was generating repeat interest from national wire services, which results in placements in hundreds of media outlets from coast to coast.
PFG
Opportunity:PFG, a Fortune 500 company, needed assistance in creating a regular communication that educated its employees nationwide about its different businesses and success stories.
Our Strategy:We shaped the evolution of Group Effort, largely serving as the editorial team and taking the publication from an outdated, corporate-only piece to a quarterly associate-driven, news-you-can use magazine that goes to all PFG employees. Building on our growing knowledge of our client and focusing on its core messaging, we expanded our strategic counsel into other communications vehicles, to drive continuity across employee and targeted external materials. Today, we serve as an extension of PFG’s on-staff communications team.
Results:We provide ongoing strategic messaging and writing support for PFG’s various internal and external channels, from the employee magazine to the corporate annual report. We aided PFG in adapting its public Web site to become a more customer- and employee-friendly experience.
SnagAJob.com
Opportunity: One of our first clients, SnagAJob.com is an online job site filling an uncovered niche: hourly and part-time jobs. Growing the business meant increasing awareness of this site, leading to increased partnerships with companies advertising their jobs on the site.
Our Strategy: We established SnagAJob.com’s founder, Shawn Boyer, as a national authority in this job sector. We initially focused on promoting media stories that leveraged SnagAJob.com’s expertise in summer jobs. Our strategy expanded to include the “Campaign to Hire America,” which featured Bill Rancic – Donald Trump’s first “Apprentice” – and the search for “America’s No. 1 Hourly Worker.”
Results: In the first year, we earned coverage for
SnagAJob.com in Time, in the Wall Street Journal
and on the “Today” show. Building on our
creative PR campaigns, media coverage now
regularly includes USA Today, the New
York Times and
features with leading
financial columnists and radio
hosts, including Jean Chatzky. The Campaign to
Hire America generated dramatic traffic
growth to SnagAJob.com.
