A company that produces biodiesel from the oilseed crop camelina was nearing the end of its optimal time period for contracting with producers in a key state to grow camelina. With wheat and barley priced high, the company needed an extra boost to convince growers in the area to produce camelina on some of their acres. G&S was charged with finding an influential advocate who would serve as a good partner for the client’s biodiesel message. The selection of a senator with a farming background from the region and his key role in a subsequent press conference helped the client gain much needed exposure on local broadcast news and via story from the state bureau of the Associated Press.
To create awareness for a community bank’s unique brand, differentiated products and personalized services — and to drive traffic to its new branch opening — G&S recommended creative media pitching, random acts of kindness, market conditioning and a few untraditional PR methods to help position the bank as a community “citizen”. A “block party” celebration completed the yearlong program, which G&S successfully helped leverage bank-sponsored events with the local media, area residents and businesses. Forty percent more guests attended the “block party” celebration than expected; 24 new accounts were generated; and more than $45,000 in deposits were made on the day’s event.
In an effort to create substantial media buzz around this leading faucet manufacturer’s largest product introduction of the year, G&S worked with the client to host a press conference at one of the industry’s largest trade shows – the International Builders Show. Through a series of pre-show editor teaser mailers, aggressive pitching and an in-booth breakfast, G&S attracted nearly 40 business and trade editors to the client’s booth, resulting in a highly successful event and significant media coverage following the show.
G&S was challenged to help this chemical and plastics producer increase awareness and reintroduce its new line of plastic to the prepared foods and packaging industry. G&S used the International Dairy Deli Bakery (IDDBA) Convention in Orlando, Fla., to relaunch the client’s dual-ovenable packaging solution for the prepared foods industry. Building off the theme “the missing ingredient,” G&S combined pre-show teasers and email flash invitations to drive booth attendance and hosted industry roundtables to drive media attention. The panel discussion was a hit with many attendees and significant post-show coverage has appeared in many of the top tier publications of the food and beverage industry.
G&S helped this biopolymer client to introduce a new corn-based textile to the fiberfill industry at the number one home and bedding show, Heimtextil 2002, in Frankfurt Germany. Pre-show mailers translated into French and German generated booth traffic, while product samples and aggressive European outreach helped drive significant trade and business media coverage, both nationally and internationally.
A leading manufacturer of residential and commercial plumbing products needed to create excitement for the launch of a new kitchen faucet line. G&S created “The Year of the Kitchen,” an eye-popping, integrated strategy designed to engage sales representatives, customers and prospects. G&S partnered with booth designers to develop an enclosed, 25-seat movie theater and special events package that was unveiled at a national sales meeting and at the NAHB and KBIS trade shows. A 3-D laser light show, complete with popcorn, movie posters, ushers and 3-D glasses to set the mood, received a standing ovation from over 300 reps at the national sales meeting. At the shows, an in-booth breakfast was held for 50 VIP builder customers and sales representatives. An in-booth press event with 70+ consumer and trade media representatives and editors helped generate publicity in all targeted trade and consumer media.
For one the largest manufacturers of kitchen cabinets and vanities in the U.S., G&S spearheaded a “Road Show” in Orlando, Fla., to create excitement for the company’s new brand families and styles, and to generate opportunities for editorial coverage. Builders, kitchen designers and key media representatives gathered to hear the company’s director of design talk about home design trends and see the new kitchen displays. A private “input session” with designers and design center managers provided invaluable feedback on everything from sales tools to new cabinet door styles. The event received an overwhelmingly positive response from the participants and helped to position the company as both innovative and communications-oriented. As a direct result of the Road Show, the company signed several new big-builder customers. Media results included bylined and news articles in the trades and local business journals, and an invitation to write a regular home design column.
One of America’s fastest-growing, family owned and operated convenience store chains went beyond the traditional convenience store fare by opening a new convenience restaurant in Raleigh, N.C. The company needed a North Carolina-based public relations partner with a strong local presence and knowledge of the market to ensure a successful launch of the new store. G&S’s Raleigh office executed an aggressive media campaign in local newspapers, television, cable and radio, and proactively reached out to dignitaries to secure their attendance at the grand opening event. More than 100 high-ranking civic, government and industry representatives attended the dignitary event. Local broadcast media covering the event included ABC, NBC and CBS affiliates.