To gain exposure for a new line of residential, under counter refrigeration products, without sacrificing momentum being generated for the existing flagship product of ranges, G&S created a two-tiered media outreach strategy that connected messaging between the two product lines yet offered differentiation to generate high-profile media coverage for both lines. In addition to securing a full-page feature on the products in the Robb Report, G&S also garnered key placements in high-profile consumer lifestyle publications, such as House and Garden, Metropolitan Home and New York Magazine, as well as product stories in regional shelter magazine and special interest publications.
To drive brand adoption of a natural-based plastic by major retailers, G&S created a proactive strategy to capitalize on an anticipated market trend … before the trend made headlines. Realizing the potential of a “bushels v. barrels” campaign, the agency developed the angle and waited for the right opportunity. When the price of oil broke a predetermined milestone, the team sprung into action, targeting the nation’s premier media outlets. The campaign was a smash hit, garnering a four-page spread in Forbes’ most-read issue, front-page coverage in the Los Angeles Times, a cover feature on Wall Street Journal Marketplace, and a three-minute feature on CNN.
To help a new division of an international wire and cable company maximize its success in the booming offshore, marine, oil and gas markets, G&S developed a multi-pronged strategy to deliver maximum results via highly-targeted channels. By developing consistent core messages, creating sales-critical tools, garnering awards at major industry events, generating favorable coverage, and reaching prospects with targeted e-communications, the agency helped the client enter the market on strong footing. The communications program helped the client achieve record orders, bolster its image among the top industry players, and successfully differentiate itself in a competitive marketplace.
To put communications on the “right track” for a leading railcar lessor, G&S worked with the client’s marketing team on key messages that would resonate with the industry and reestablish the company’s leadership position. Through a targeted communications program, which included media relations, leadership positioning, advertising, Web site redesign and sales collateral, the company saw sales increase by more than 8 percent and customer satisfaction increase by 7 percent. In addition, the communications program was recognized with awards from several industry associations.
Comprehensive PR Strategy Helps Enhance Prestige of Financial Services Association #602
To help an international association of financial services professionals enhance its prestige and provide members with more value, G&S developed a comprehensive PR strategy focused on the industry, members and the association’s employees. Key program elements included a “message mapping” session to create key messages that could be used across departments and geographies; an e-communication program to enhance member productivity through a series of interactive, online Web seminars and a blog where members could provide perspectives on topics of interest and exchange information; trade press media relations designed to position members as leading industry experts; and tools to help members communicate with clients and prospects at the local level.
In the midst of the 2003 mutual fund scandal, G&S helped add credibility to one San Francisco-based money management firm that exclusively uses Exchange Traded Funds to outperform the S&P with lower costs, less risk and minimized taxes. After crafting key messages, media training executives and preparing press materials, G&S and several executives from the client embarked on a three-day media tour in New York. Interviews with Business Week, Barron’s, Investment News, Forbes, Fortune and others helped “put them on the map.” The resulting placements generated several high-quality leads and also have been used in the company’s sales literature.
To help convince European retail customers to purchase a new line of branded, fresh food bags and food containers made from a renewal resource, G&S developed a two-pronged press strategy that resulted in targeted messages reaching an audience of more than one million. G&S’s North American and European offices teamed up to develop key messages and positioning, train all spokespersons, and secure media interviews with regional business press, as well as top tier food, retail and packaging trade publications.
For a world-leading agribusiness client, G&S capitalized on its own 25+ years of experience in the home and building products industry to build credibility for the client as it launched a new termite control product into a new market. Campaign goals included creating demand from a completely new target audience – homebuilders – educating pest management professionals, and gaining consumer awareness in target markets. G&S created a comprehensive communications program that targeted internal sales professionals, builders and consumers (new homebuyers). It encompassed internal training, grassroots marketing and customer events, as well as national, regional and local media outreach. The program required close coordination to ensure key messages were developed and conveyed to each audience.
G&S delivered a comprehensive media and product publicity program for a consumer lifestyle client centered on the in-store launch of new bedding lines derived from corn. G&S employed a PR blitz that created both immediate and long term awareness among consumers, retailers and the media, resulting in hundreds of placements in major market newspapers, consumer magazines, broadcast spots, radio coverage, and trade publications.
Vinyl flooring had always been the lifeblood of this building products client. However, vinyl essentially had become a “no growth” category, losing market share to ceramic tile, wood and laminate. G&S created a communications strategy to “reinvent vinyl,” moving it from a dated product to a chic, youthful alternative. The client was positioned to consumer and trade audiences as the color and design leader, and one that provided the widest range of innovative ideas, vinyl products and solutions to help the consumer make a personal statement in the home. G&S’s proactive, aggressive outreach to key print and broadcast media paid off in double-digit coverage, including high-readership newspapers with circulation between 150,000 to one million readers each.
For a major wireless communications client, G&S leveraged relationships with New York-based fashion designer Mark Montano to help achieve placements for the client and its phones in features, lifestyle and fashion beats – not places you’d expect to find stories on cell phones. In addition, by using a designer as a spokesperson, the client was able to reinforce the message that cell phones are not merely a means of communication, but also a personal fashion statement.
Millions of PC users around the globe first connected to the Internet with analog modems sold by a networking technology client. Realizing there is life beyond analog modems, the company wanted to convey a new image as the leading provider of Internet access and connectivity solutions for the home, small office/home office (SOHO) and the small- to medium-sized business (SMB) markets. G&S developed a program that positioned the “new” company in the minds of key product reviewers and editors, while establishing solid relationships for future efforts. Results included positive feature stories and reviews in the top media outlets.
G&S was challenged to position a unique product offering from a fiber optics client – virtually unlimited, unmetered bandwidth at a fixed cost – as an industry-leading offering, and reposition the market and the company as it evolved, into a services-based telecommunications company. To meet this challenge, G&S implemented an aggressive program to build relationships with the top industry analysts, key trade and business media. G&S secured keynote speeches in the top fiber and broadband conferences, and obtained coverage in Telephony, e-Week, Communications News, Information Week, Forbes, and Fortune among other top media.
A manufacturer of portable band sawmills supported an extensive network of dealers from Portugal to Eastern Russia with a pan-European public relations program. The media relations plan created positive and continuing presence in timber, forestry, woodworking, agricultural and related media. Press relations were extended into Africa, Asia Pacific and Latin America in addition to the U.S. The company is now the brand leader in the small sawmills sector worldwide.
A leading chemical company re-organized from a geographically-aligned organization into a series of global business units. For the U.S.-based company with relatively low name recognition in the Asia Pacific (AP) region was challenged to deliver globally consistent messaging to its AP-based customers despite language and cultural barriers. G&S increased visibility for its business leaders in the Asia Pacific region by using product and manufacturing announcements as platforms to create one-on-one opportunities between Asia Pacific-based journalists and company executives to build and reinforce relationships and deliver news. Communications were in English and native languages, as appropriate. As a result, global press coverage for the company reinforced its desired positioning as an innovator. Press coverage in the Asia Pacific region was extensive. Editorial networking in the AP region created other opportunities for the company to deliver its messaging through trade shows and conferences.
To help a client increase awareness of its innovative enclosure solutions for electronic products, G&S devised a multi-staged media relations campaign, and tailored it for North American and European audiences to ensure the most substantial impact in each region. The widespread coverage of the campaign generated a significant number of inquiries from decision makers at the top names in electronics – many of whom the client had not been able to secure meetings with previously.
To help a financial services client reverse their market share decline, a PR campaign developed by G&S was integrated with a regional print advertising campaign. The campaign provided substance and credibility by developing messages that explained specific examples of how the client supported the interests of its customers. Within a period of less than 10 months, more than 15 feature-length articles appeared in a broad range of vertical and horizontal magazines. Based on a share-of-voice analysis for competitive lenders in this media category, our client was the leading voice during this period on lending issues affecting their customers.
A national insurance company retained us to help increase brand visibility to support sales growth in a highly competitive environment. We used an educational approach that created a newsworthy platform about the pitfalls and benefits of homeowners insurance. A national survey gauged homeowners’ awareness about the specific coverage provided by their home insurance policies, and confirmed that many homeowners did not know what their policies actually covered. To maximize media coverage, we created compelling messages and story angles around key findings from the survey. Client executives were positioned as experts, helping consumers demystify this type of insurance coverage. Additionally, we developed a list of “The Top Mistakes Homeowners Make with Insurance,” based on consumer misconceptions identified during the survey. As a result of our campaign, our client garnered extensive coverage in a broad spectrum of national and local consumer media, and financial services trade media.
Consumer-focused packaging for one G&S client needed broader awareness and increased market demand. To obtain that goal, G&S provided a two-prong approach. First, “hot button” messages were developed for the training of sales staff. Media relations, too, was a key component. G&S drove national business and trade publication outreach with substantial results. Coverage in premier media outlets – Associated Press, Reuters, CNN, Forbes Online and Fortune Magazine – was obtained. Additionally, key trade publications including Progressive Grocer and Grocery Headquarters covered the new packaging.
An over-crowded marketplace. That’s what one G&S client faced when launching a new product in an industry where conveying a stand-out message in a crowded pack seemed nearly impossible. G&S, however, was up to the challenge and developed sales rep collateral designed to convey strong, differentiated product messages. Utilizing third-party research as demonstrative of the product’s ROI, the collateral refuted competitive claims and assisted sales reps in their efforts to gain market share. In the product’s first full use season, the herbicide was applied to more than four million corn crop acres, making it an industry leader right out of the gate.
Telecom Company Connects with Disgruntled New Yorkers #418
Charitable endeavors can be a great means to achieve recognition, brand awareness and customer loyalty. One New York-based telecom company enlisted the aid of G&S to spring their charitable program, Project Connect, into action. The project entailed collecting donations of old cell phones. To bolster this effort, G&S and their client developed a program in-which donators received a $10 pre-paid MetroCard for their generosity. Why the tie in with the subway and bus fares? Because New Yorkers had been recently outraged by talks of hiking bus and subway fares to close the city’s budget deficit. Aggressive media outreach resulted in extensive coverage from print, radio and broadcast. More than 300 phones were collected in the one-day event.
A supplier of biodegradable packaging was ready to identify and develop the brand look, feel, positioning and strategy to support the company’s inaugural launch of biodegradable utensils. Strong visuals, positioning and packaging design were needed to appeal to consumers nationwide and essential to convince target retailers that the product line was viable. G&S applied a strategic branding approach to define the new brand. The agency conducted creative brainstorming and research to identify three possible brand names and approaches. Working with a preferred design partner, the agency finalized the supporting brand elements, including brand positioning, proof points, packaging design and brand guidelines. The effectiveness of the new brand helped the company sell the product concept to several grocery retailers, and has led them to move all of their utensil products under the new brand umbrella.
With a client attempting a product introduction outside of its well-known area of expertise, G&S set out to promote both the technology and the consequential partnership that helped bring the product to fruition. The client had little name recognition within the targeted market segment – healthcare. Additionally timing was tight. From brand name development to message creation and deployment, G&S moved the needle of recognition for our client and the product launch was a solid success. Global press coverage was obtained, in the healthcare sector particularly, and product sales exceeded launch targets. This paved the way for the client to make future launches in the space, now with a reputation for success within the desired market.
For this educational effort, G&S employed a two-prong approach, targeted to physicians and patients, to increase awareness of the client’s joint replacement implants. Physician outreach included development and placement of articles in medical journals, speakers bureau opportunities, educational tour and presentations to healthcare groups and direct mail. Consumer efforts included collaboration with local Arthritis Foundation chapters, editorial outreach and placements for publications targeting the 50+ age group, and development of a video news release (VNR) detailing surgical successes. Press coverage was received nationwide including pick up by the Associated Press and publication in more than 200 newspapers; the VNR was featured in a CNN Science & Technology Report; and physician-authored papers appeared in leading medical journals.
When a key customer of a G&S client needed to create product demand and drive Web traffic to an online storefront for new premium blankets — which were made from fibers derived from corn — G&S devised a PR strategy playing up the angle of an American grown and made product to coincide with the customer’s “Americana” principles. Using three-dimensional press kits delivered in white gift boxes and tying in the “Counting on Corn!” theme throughout the campaign, G&S secured coverage in more than 100 national media outlets in the first month. Media highlights include USA Today, Better Homes & Gardens, Family Circle, Woman’s Day, and the customer reported more than 10,000 Web visitors to the order site.
To build off the success of regional media coverage for a premium home refrigeration manufacturer, G&S tailored messages of technologically advanced, luxury lifestyle products to national men’s interest magazines. Maxim, Esquire and Penthouse are among the high-profile publications to feature the company’s products in coverage resulting in over 14 million impressions and a return on investment of more than 10:1.