Holloway House
Holloway House®, a leading manufacturer of floor and home care products, needed a public relations program that would help them to expand market share and increase product awareness. The Agency created and distributed a press kit along with product samples that were sent to both traditional and social media nationwide.
The Agency served as the Holloway House News Bureau and created ongoing lifestyle editorial feature articles that appeared in publications nationwide, both print and online.
The Agency created a social media platform for Holloway House that included creating and managing its Facebook page. Housekeeping tips were created and posted several times a week. In addition new products were introduced via the Facebook site providing coupons and deals to loyal fans.
Martin Pierce Furnishings
Martin Pierce is the creative force behind a company that creates a large collection of luxury furniture and decorative hardware, towel rails and racks, door hinges, cabinet knobs, cabinet pulls, and door handles. The Agency held a “meet the media” day whereby New York-based home furnishings and decorative accessories media were invited to meet with Martin Pierce at his showroom. A show-and-tell demonstration at the showroom grabbed the media’s attention and lead to feature article coverage in both high level consumer home decorating media as well as trade media outlets.
Frank J. Miele Gallery
The Agency implemented a media relations and special events public relations program on behalf of Frank Miele who had an unusual story. A former attorney, he had followed his passion and opened up two successful American folk art galleries in New York City.
The Agency promoted his late-in-life success story to the media which resulted in interviews in numerous local, regional and national media outlets—thereby drawing attention to his retail galleries.
In addition, we worked with the lifestyle and decorative accessories editors to make some of the gallery’s unique inventory available for photo shoots and product propping.
We also positioned the gallery as a unique locale for upscale networking groups. To promote new gallery exhibitions, we held special previews open to the media and targeted consumers.
Sunshine Cookies & Crackers
Sunshine Cookies & Biscuits had added additional chips to their already successful Chip-A-Roos brand of chocolate chip cookies and wanted the Agency to help publicize this. One of the tactics we created in order to generate news was the National Cookie Eating Survey whereby we polled consumer nationwide on their cookie habits.
The survey results included some of the following: A resounding 66% chose chocolate chip cookies as their favorite; while most consumers drank milk with their cookies, 1% were wine drinkers. Although most consumers ate their cookies in the kitchen, a respectable 6% chose the bedroom. The Agency turned the survey results into several press releases that were distributed nationwide and generated increased brand awareness and sales.
National Ceramic Manufacturers Association
The mandate of the NCMA was to promote hobby ceramics, the art of making ceramic hobby products in your home or local studio. Once thought of as a hobby for the stay-at-home mom, with more women returning to work the interest in the hobby had been on the decline. The task was to elevate the hobby from the “art of making a mug for Mom” to the ability to customize and create decorator-inspired products. In order to provide a hands-on experience with the hobby, the Agency held an Editorial Workshop in a New York-based ceramic studio and invited top-targeted magazine and newspapers editors to learn the art of hobby ceramics. When the editors left the workshop they took with them not only a press kit but also their newly created hobby ceramic-designed products. Through an intensive one-on-one media outreach campaign the Agency worked with craft and hobby editors to develop and customize design projects for each of their national magazines. In some instances the Agency even got hobby ceramic products featured on the glossy front covers of such prestigious publications as Woman’s Day, Better Homes and Gardens, Family Circle and Ladies’ Home Journal. The Agency also created and wrote a monthly hobby ceramics column with how-to projects for numerous Harris Publications. Within a year the NCMA saw a double digit increase in interest in hobby ceramics with increases every year of our ongoing public relations campaign.
National Headache Foundation
On behalf of Wyeth pharmaceuticals’ migraine prevention medication Inderal LA, the agency reached out to the National Headache Foundation to work with us to help deliver agreed-upon marketing messages to migraine suffers nationwide.
We worked with the NHF’s executive director to train him to serve as media spokesperson and through his wisdom, help educate consumers that if they suffered from ongoing migraine that they need not suffer, and that there was a new medication that could provide ongoing relief.
After just one appearance of the NHF’s executive director on Good Morning America, membership in Foundation increased by more than 40% and we were well on our way towards educating the public to this debilitating condition.
We continued working with the NHF as a pro-bono client.