The document outlines several case studies from Sarah Leaf-Herrmann's portfolio, including increasing sales for a steakhouse chain, relaunching an historic Boston hotel, promoting a new luxury home development, and introducing "voluntourism" in North America. Tactics included events, media outreach, and partnerships. Results included national media coverage, increased sales and bookings.
Civic Entertainment Group presented on their company which creates large brand-defining marketing campaigns. They were founded in 1999 and focus on entertainment, experiential marketing, partnerships & sponsorships, and digital/social media. In 2012, Seacrest Global acquired Civic Entertainment Group to build a world-class marketing services company. Several case studies were presented including campaigns for NBC News Education Nation summit, Boardwalk Empire series launch, and History Channel's Save Our History initiative.
Urban Strategies proposes a strategic plan to position Source@Beach as a fashion and lifestyle destination in Orange County. The plan involves carefully curating tenants, programming events, and implementing an integrated marketing campaign to attract millennial customers. Key elements include developing a "fashion story" brand identity, profiling target customers, planning the retail and event space, and launching a multi-channel media program. The goal is to establish Source@Beach as a regional attraction offering entertainment, dining, and nationally-recognized fashion and lifestyle retailers currently missing from Orange County.
Community Marketing Building And Sustaining A Presencegcecs2009
This document discusses using branding, placemaking, and wayfinding as tools for economic growth in communities. It provides case studies of how these were used in Shaker Square (small community), University Circle (large/urban community), and Gordon Square (medium community). For each case, it outlines the theme used and resulting economic impacts such as increased occupancy, jobs, and development. It also discusses strategies for community marketing and public relations, including reaching media outlets, using newsletters and social media, garnering recognition, and sustaining development through the internet.
The document discusses various limited edition packaging trends in the U.S. food and beverage industry, focusing on packaging. It identifies trends like smart packaging using technology, music integrations through artist collaborations, seasonal/holiday themes, artistic designs through artist partnerships, affiliations with sports and athletes, pop culture tie-ins, and social awareness campaigns. Specific examples are provided for each trend, such as Absolut's illuminating bottles, Sprite's rap lyrics cans, Bud Light's music festival cans, Coca-Cola and Oreo's customizable holiday packaging, Doritos' rainbow chips supporting LGBT causes, and more.
This document provides a summary of plans for an event called "Mosaics & Mimosas" to promote Ultimate Mosaic, a business that focuses on mosaics. The event will take place on May 23rd in Sanibel, FL and involve distributing flyers, unveiling a new mosaic, contests, and refreshments to increase awareness of Ultimate Mosaic among local homeowners, interior designers, and the general public. Strategies include partnering with target audiences, building relationships, and using publicity tactics like a news release, contest, and advertisements. An evaluation and budget are also outlined.
Folgers faces a challenge in appealing to younger consumers who have more sophisticated tastes in coffee. While Folgers maintains its iconic brand image, millennials want coffee that aligns with their values and provides a rich taste experience. To reach these consumers, the document recommends that Folgers leverage its heritage and history by launching a new brand called Pioneer Steam Coffee that connects to ideals of American ruggedness and individualism. A strategy of craft-focused packaging, user-generated social media content around outdoor exploration, and promoting U.S. manufacturing could help position Pioneer Steam Coffee as an authentic yet premium brand that resonates with millennials.
- The Renaissance Mayflower Hotel in Washington, D.C. launched an amnesty program allowing guests to return items stolen from the hotel over the past 80 years with no questions asked.
- The goal is to gather stolen items like wine glasses, punch bowls, and banquet chairs to put on display, but also collect stories from returning the items from former guests and their families.
- Other historic hotels have implemented similar programs to build their memorabilia collections and preserve their history through returning artifacts and obtaining stories from former guests.
Sebastian james-category-accomplishments-slideshare-templateSebastian James
Sebastian W. James is an experienced communications and marketing professional with a background in print, broadcast, digital, and social media marketing. He has held positions managing marketing campaigns, public relations, and new media strategies for political, nonprofit, and government organizations. His experience includes developing email, web, social media, and crowdsourcing strategies to increase engagement and achieve organizational goals.
Civic Entertainment Group presented on their company which creates large brand-defining marketing campaigns. They were founded in 1999 and focus on entertainment, experiential marketing, partnerships & sponsorships, and digital/social media. In 2012, Seacrest Global acquired Civic Entertainment Group to build a world-class marketing services company. Several case studies were presented including campaigns for NBC News Education Nation summit, Boardwalk Empire series launch, and History Channel's Save Our History initiative.
Urban Strategies proposes a strategic plan to position Source@Beach as a fashion and lifestyle destination in Orange County. The plan involves carefully curating tenants, programming events, and implementing an integrated marketing campaign to attract millennial customers. Key elements include developing a "fashion story" brand identity, profiling target customers, planning the retail and event space, and launching a multi-channel media program. The goal is to establish Source@Beach as a regional attraction offering entertainment, dining, and nationally-recognized fashion and lifestyle retailers currently missing from Orange County.
Community Marketing Building And Sustaining A Presencegcecs2009
This document discusses using branding, placemaking, and wayfinding as tools for economic growth in communities. It provides case studies of how these were used in Shaker Square (small community), University Circle (large/urban community), and Gordon Square (medium community). For each case, it outlines the theme used and resulting economic impacts such as increased occupancy, jobs, and development. It also discusses strategies for community marketing and public relations, including reaching media outlets, using newsletters and social media, garnering recognition, and sustaining development through the internet.
The document discusses various limited edition packaging trends in the U.S. food and beverage industry, focusing on packaging. It identifies trends like smart packaging using technology, music integrations through artist collaborations, seasonal/holiday themes, artistic designs through artist partnerships, affiliations with sports and athletes, pop culture tie-ins, and social awareness campaigns. Specific examples are provided for each trend, such as Absolut's illuminating bottles, Sprite's rap lyrics cans, Bud Light's music festival cans, Coca-Cola and Oreo's customizable holiday packaging, Doritos' rainbow chips supporting LGBT causes, and more.
This document provides a summary of plans for an event called "Mosaics & Mimosas" to promote Ultimate Mosaic, a business that focuses on mosaics. The event will take place on May 23rd in Sanibel, FL and involve distributing flyers, unveiling a new mosaic, contests, and refreshments to increase awareness of Ultimate Mosaic among local homeowners, interior designers, and the general public. Strategies include partnering with target audiences, building relationships, and using publicity tactics like a news release, contest, and advertisements. An evaluation and budget are also outlined.
Folgers faces a challenge in appealing to younger consumers who have more sophisticated tastes in coffee. While Folgers maintains its iconic brand image, millennials want coffee that aligns with their values and provides a rich taste experience. To reach these consumers, the document recommends that Folgers leverage its heritage and history by launching a new brand called Pioneer Steam Coffee that connects to ideals of American ruggedness and individualism. A strategy of craft-focused packaging, user-generated social media content around outdoor exploration, and promoting U.S. manufacturing could help position Pioneer Steam Coffee as an authentic yet premium brand that resonates with millennials.
- The Renaissance Mayflower Hotel in Washington, D.C. launched an amnesty program allowing guests to return items stolen from the hotel over the past 80 years with no questions asked.
- The goal is to gather stolen items like wine glasses, punch bowls, and banquet chairs to put on display, but also collect stories from returning the items from former guests and their families.
- Other historic hotels have implemented similar programs to build their memorabilia collections and preserve their history through returning artifacts and obtaining stories from former guests.
Sebastian james-category-accomplishments-slideshare-templateSebastian James
Sebastian W. James is an experienced communications and marketing professional with a background in print, broadcast, digital, and social media marketing. He has held positions managing marketing campaigns, public relations, and new media strategies for political, nonprofit, and government organizations. His experience includes developing email, web, social media, and crowdsourcing strategies to increase engagement and achieve organizational goals.
The Butterfly Show at Krohn Conservatory has averaged about 50,000 visitors over a six-week show period since 1995. The teetering economy any many competing events around Cincinnati during the same time frame as the Butterfly Show caused concern that attendance would be flat or fall in 2009. In addition, Cincinnati Parks could not increase marketing spending to support the event with paid media, despite the addition of expanded after-hours events. More creative thinking was required to drive successful attendance figures.
Vanessa Capogreco has over 25 years of experience in event management, public relations, media buying, and concert planning. She has managed a wide range of special events and festivals, securing sponsorships, vendors, and musical performers. Capogreco is skilled in developing media strategies, writing press releases, and securing client coverage. She has extensive experience managing accounts and coordinating volunteers for large-scale events.
Jason Ginenthal is a public relations professional based in Elkins Park, PA with experience in lifestyle, hospitality, education and non-profit sectors. He has worked on accounts including the King of Prussia Mall, the School District of Philadelphia, and non-profit organizations. He excels in media relations, social media, writing, and securing media placements. Samples of his placements include stories in publications like the Philadelphia Inquirer, Baltimore Sun, and Philadelphia Weekly about clients such as the King of Prussia Mall, Phillips Seafood Restaurants, and the School District of Philadelphia.
Twist is a lean, agile, relationship-rich campaign development + influencer relations + creative powerhouse specializing in getting your company noticed. Not overburdened with unnecessary overhead and big egos, we flow nicely into your team dynamic and help drive off-the-chart results.
Elevate - A Public Relations and Digital Communications Agency for Leading B...Elevate Communications
Elevate is a full-service public relations agency representing leading consumer and business-to-business (B2B) brands in the sports, financial services, media, and technology sectors. Established in 2003, our team is comprised of experienced PR agency professionals – seasoned strategists and creative thinkers – who are dedicated to capturing mind and market share for our clients. We have a passion for developing and executing integrated, multi-channel communications programs that inspire action, drive results and achieve our client’s business objectives. Elevate’s PR and digital programs draw upon a portfolio of agency services including media relations; thought leadership; digital PR, influencer engagement; social media marketing; sponsorship activation, event marketing and reporting/ media analytics. Elevate Communications is located in the historic Back Bay neighborhood in Boston, Massachusetts. Visit us at elevatecom.com
This document is a resume for Heather Hunter, a marketing and communications executive with over 20 years of experience in diverse industries. She has expertise in strategic marketing, public relations, event production, branding, advertising, and project management. Some of her professional accomplishments include spearheading the launch of a food manufacturing start-up company, growing a weekly farmers market, developing marketing plans for various organizations, and rebranding a Mexican resort.
This case study describes the successful launch of the PSyKo SEVEN premium cigar brand. Consumer research was conducted to identify the target demographic of 25-34 year olds and inform the brand's style and disruptive packaging. Research also found that cigar blogs and in-store events influenced purchasing. An influencer marketing campaign was launched at a trade show by sending press kits to bloggers. This generated interest and demand exceeded supply when the brand launched. The brand went on to achieve over $1 million in revenue in 18 months with distribution in thousands of retail locations.
What You Need To Succeed In Live 2023 - Jon Burk | American Dreamer Media LLCAl Roker Entertanment
We originally developed this report in 2015 at the beginning of the live streaming movement. The report was prescient then and is updated to include current data. Please reach out to us with your questions and comments: jon@americandreamermedia.com
ABOUT US
American Dreamer Media LLC is a digital marketing and promotions collective that creates connections and engagement with the intention to bring people closer to the characters, stories, brands, and issues that drive passionate responses.
ABOUT JON BURK
Jon Burk manages a creative consortium of media professionals and is heavily versed in marketing strategy, tech, branding, writing, production, and content optimization and develops, produces and activates digital content for a variety of forward thinking clients, typically in the entertainment or social impact space through American Dreamer Media LLC. Jon has partnered with Al Roker Entertainment to produce a number of studies and articles detailing digital content creation and distribution and is a frequent guest panelist at numerous trade shows and media events.
The document summarizes the launch event and marketing plan for a new Bella Italia restaurant opening in Brighton Marina, UK. A VIP launch event was held using local partnerships where press, bloggers, and competition winners toured the city on bikes visiting the existing Bellas before culminating in a feast at the new Brighton Marina location. The plan included engaging local media and the public through a competition and giveaways to promote awareness of the new restaurant and drive traffic. Crisis management procedures were in place in case of issues beyond their control. The goal was to showcase their longstanding presence in Brighton and support for local businesses.
Bauer Media is a large, privately-owned media company based in Europe. It publishes over 600 magazines across 20 countries and owns numerous radio and TV brands in key markets like the UK, Australia, and Germany. In the UK specifically, Bauer Media reaches 25 million consumers through brands like Heat, Grazia, KISS, and Absolute Radio. The company's strategy is to connect with audiences across multiple platforms to engage them with content wherever and whenever they want. Several case studies are provided that showcase Bauer Media's cross-platform campaigns partnering their magazines, radio, TV, and digital assets with other brands.
Unity undertook a campaign from September to December 2011 to promote the Benito's Hat brand using various activities around key dates. This included a "Day of the Dead" tweet competition that drove over 500 new Twitter followers and a "Britain's Biggest Burrito" event that attracted nearly 700 new Facebook fans. Additionally, a press office initiative secured over 15 media placements and generated over 20 million impressions. Overall, the campaign resulted in 55 media pieces and over 982,000 people reached across social media platforms.
Glassell Park Publishing (GPP) is launching a PR plan to establish itself and promote its services to businesses and organizations in the Northeast Los Angeles area. The plan's objectives are to create awareness of GPP, promote its services, and obtain 3 clients within 2 months. Key tactics include researching target audiences, distributing promotional materials, enhancing GPP's online presence, and demonstrating community involvement. The initial 2-month phase is budgeted at $9,637 to cover personnel, marketing materials, technology costs, and contingencies. Effectiveness will be evaluated through surveys measuring awareness changes and client satisfaction.
Case examples - Merry Ann Moore content marketing, PR, branding & moreMerry Ann Moore
This document provides summaries of 10 case studies involving marketing, public relations, and communications projects. The case studies covered a range of clients and industries, including technology companies, political campaigns, retailers, environmental non-profits, and more. For each case, the document outlines the client and project background, objectives, tactics or approaches used, and results.
Kriste R. Klepper has extensive experience in marketing and event planning. She managed the annual marketing for a new community to promote it and developed realtor events. She created various public events to entice future residents and promote historic areas. Some of her career achievements include receiving awards for strategic partnerships, center productivity, and business to business marketing.
Spring Valley Introduction To Mosaic CommunicationsSrlaupan
First of three presentations done for advanced Public Relations course. Presentation served as introduction of the PR Firm to the client.
Client: Spring Valley Turf Products
This document outlines Ballast Point's social media launch strategy for their new Fathom IPA beer from September to October 2017. The goals are to effectively communicate the brand attributes of Fathom IPA to reach new male millennial drinker audiences through targeted social media advertising. The strategy involves running Facebook, Instagram and Twitter campaigns with a budget of $20,000-$50,000 to reach over 3 million people, along with contests and events to generate user-generated content. Creative assets needed include photography, videos and graphics to showcase Fathom IPA's packaging and lifestyle in an adventurous light.
Great Divide Brewery - IMC Campaign (Student Project)Erica Augustine
This was a group project in which my teammate and I chose a local company for which to write an Integrated Marketing Campaign. We chose <a>Great Divide</a> Brewering, a brewery located in downtown Denver. We met with a company representative who gave us some great background information on the company, we researched the company's competitors and the craft beer industry, and we wrote a campaign that incorporated some of the company's actual future plans and budget to create a cohesive, targeted, and realistic plan. The plan includes objectives, a message and message tactics, evaluation, budget, and implementation. The course culminated in a presentation to our professor and a Great Divide representative and was well-received by both. Below are the slides we showed during our presentation.
Debra Bartoletti has over 20 years of experience in broadcast production, marketing, business development, and brand development. She has held roles such as Director of Communications for the Alabama Symphony Orchestra, Membership Officer for the Birmingham Museum of Art, and President of her own marketing firm. Bartoletti has expertise in brand development, retail and CPG marketing, broadcast production, advertising, marketing strategies, communications, and public relations.
Nathan Castle has over 15 years of experience in multi-media marketing, advertising, and production. He has a proven track record of exceeding revenue goals and independently executing successful marketing campaigns across various platforms. Currently, he manages over 50 automotive dealership accounts, prospecting for new clients and optimizing their digital marketing strategies.
Heather Hunter has over 20 years of experience in marketing, communications, and business development. She has held leadership roles developing strategic plans and initiatives that increased sales and brand awareness for organizations in various industries. Her experience includes founding and leading a successful farmers market, consulting for cultural institutions, and marketing roles for a resort and museum.
The Butterfly Show at Krohn Conservatory has averaged about 50,000 visitors over a six-week show period since 1995. The teetering economy any many competing events around Cincinnati during the same time frame as the Butterfly Show caused concern that attendance would be flat or fall in 2009. In addition, Cincinnati Parks could not increase marketing spending to support the event with paid media, despite the addition of expanded after-hours events. More creative thinking was required to drive successful attendance figures.
Vanessa Capogreco has over 25 years of experience in event management, public relations, media buying, and concert planning. She has managed a wide range of special events and festivals, securing sponsorships, vendors, and musical performers. Capogreco is skilled in developing media strategies, writing press releases, and securing client coverage. She has extensive experience managing accounts and coordinating volunteers for large-scale events.
Jason Ginenthal is a public relations professional based in Elkins Park, PA with experience in lifestyle, hospitality, education and non-profit sectors. He has worked on accounts including the King of Prussia Mall, the School District of Philadelphia, and non-profit organizations. He excels in media relations, social media, writing, and securing media placements. Samples of his placements include stories in publications like the Philadelphia Inquirer, Baltimore Sun, and Philadelphia Weekly about clients such as the King of Prussia Mall, Phillips Seafood Restaurants, and the School District of Philadelphia.
Twist is a lean, agile, relationship-rich campaign development + influencer relations + creative powerhouse specializing in getting your company noticed. Not overburdened with unnecessary overhead and big egos, we flow nicely into your team dynamic and help drive off-the-chart results.
Elevate - A Public Relations and Digital Communications Agency for Leading B...Elevate Communications
Elevate is a full-service public relations agency representing leading consumer and business-to-business (B2B) brands in the sports, financial services, media, and technology sectors. Established in 2003, our team is comprised of experienced PR agency professionals – seasoned strategists and creative thinkers – who are dedicated to capturing mind and market share for our clients. We have a passion for developing and executing integrated, multi-channel communications programs that inspire action, drive results and achieve our client’s business objectives. Elevate’s PR and digital programs draw upon a portfolio of agency services including media relations; thought leadership; digital PR, influencer engagement; social media marketing; sponsorship activation, event marketing and reporting/ media analytics. Elevate Communications is located in the historic Back Bay neighborhood in Boston, Massachusetts. Visit us at elevatecom.com
This document is a resume for Heather Hunter, a marketing and communications executive with over 20 years of experience in diverse industries. She has expertise in strategic marketing, public relations, event production, branding, advertising, and project management. Some of her professional accomplishments include spearheading the launch of a food manufacturing start-up company, growing a weekly farmers market, developing marketing plans for various organizations, and rebranding a Mexican resort.
This case study describes the successful launch of the PSyKo SEVEN premium cigar brand. Consumer research was conducted to identify the target demographic of 25-34 year olds and inform the brand's style and disruptive packaging. Research also found that cigar blogs and in-store events influenced purchasing. An influencer marketing campaign was launched at a trade show by sending press kits to bloggers. This generated interest and demand exceeded supply when the brand launched. The brand went on to achieve over $1 million in revenue in 18 months with distribution in thousands of retail locations.
What You Need To Succeed In Live 2023 - Jon Burk | American Dreamer Media LLCAl Roker Entertanment
We originally developed this report in 2015 at the beginning of the live streaming movement. The report was prescient then and is updated to include current data. Please reach out to us with your questions and comments: jon@americandreamermedia.com
ABOUT US
American Dreamer Media LLC is a digital marketing and promotions collective that creates connections and engagement with the intention to bring people closer to the characters, stories, brands, and issues that drive passionate responses.
ABOUT JON BURK
Jon Burk manages a creative consortium of media professionals and is heavily versed in marketing strategy, tech, branding, writing, production, and content optimization and develops, produces and activates digital content for a variety of forward thinking clients, typically in the entertainment or social impact space through American Dreamer Media LLC. Jon has partnered with Al Roker Entertainment to produce a number of studies and articles detailing digital content creation and distribution and is a frequent guest panelist at numerous trade shows and media events.
The document summarizes the launch event and marketing plan for a new Bella Italia restaurant opening in Brighton Marina, UK. A VIP launch event was held using local partnerships where press, bloggers, and competition winners toured the city on bikes visiting the existing Bellas before culminating in a feast at the new Brighton Marina location. The plan included engaging local media and the public through a competition and giveaways to promote awareness of the new restaurant and drive traffic. Crisis management procedures were in place in case of issues beyond their control. The goal was to showcase their longstanding presence in Brighton and support for local businesses.
Bauer Media is a large, privately-owned media company based in Europe. It publishes over 600 magazines across 20 countries and owns numerous radio and TV brands in key markets like the UK, Australia, and Germany. In the UK specifically, Bauer Media reaches 25 million consumers through brands like Heat, Grazia, KISS, and Absolute Radio. The company's strategy is to connect with audiences across multiple platforms to engage them with content wherever and whenever they want. Several case studies are provided that showcase Bauer Media's cross-platform campaigns partnering their magazines, radio, TV, and digital assets with other brands.
Unity undertook a campaign from September to December 2011 to promote the Benito's Hat brand using various activities around key dates. This included a "Day of the Dead" tweet competition that drove over 500 new Twitter followers and a "Britain's Biggest Burrito" event that attracted nearly 700 new Facebook fans. Additionally, a press office initiative secured over 15 media placements and generated over 20 million impressions. Overall, the campaign resulted in 55 media pieces and over 982,000 people reached across social media platforms.
Glassell Park Publishing (GPP) is launching a PR plan to establish itself and promote its services to businesses and organizations in the Northeast Los Angeles area. The plan's objectives are to create awareness of GPP, promote its services, and obtain 3 clients within 2 months. Key tactics include researching target audiences, distributing promotional materials, enhancing GPP's online presence, and demonstrating community involvement. The initial 2-month phase is budgeted at $9,637 to cover personnel, marketing materials, technology costs, and contingencies. Effectiveness will be evaluated through surveys measuring awareness changes and client satisfaction.
Case examples - Merry Ann Moore content marketing, PR, branding & moreMerry Ann Moore
This document provides summaries of 10 case studies involving marketing, public relations, and communications projects. The case studies covered a range of clients and industries, including technology companies, political campaigns, retailers, environmental non-profits, and more. For each case, the document outlines the client and project background, objectives, tactics or approaches used, and results.
Kriste R. Klepper has extensive experience in marketing and event planning. She managed the annual marketing for a new community to promote it and developed realtor events. She created various public events to entice future residents and promote historic areas. Some of her career achievements include receiving awards for strategic partnerships, center productivity, and business to business marketing.
Spring Valley Introduction To Mosaic CommunicationsSrlaupan
First of three presentations done for advanced Public Relations course. Presentation served as introduction of the PR Firm to the client.
Client: Spring Valley Turf Products
This document outlines Ballast Point's social media launch strategy for their new Fathom IPA beer from September to October 2017. The goals are to effectively communicate the brand attributes of Fathom IPA to reach new male millennial drinker audiences through targeted social media advertising. The strategy involves running Facebook, Instagram and Twitter campaigns with a budget of $20,000-$50,000 to reach over 3 million people, along with contests and events to generate user-generated content. Creative assets needed include photography, videos and graphics to showcase Fathom IPA's packaging and lifestyle in an adventurous light.
Great Divide Brewery - IMC Campaign (Student Project)Erica Augustine
This was a group project in which my teammate and I chose a local company for which to write an Integrated Marketing Campaign. We chose <a>Great Divide</a> Brewering, a brewery located in downtown Denver. We met with a company representative who gave us some great background information on the company, we researched the company's competitors and the craft beer industry, and we wrote a campaign that incorporated some of the company's actual future plans and budget to create a cohesive, targeted, and realistic plan. The plan includes objectives, a message and message tactics, evaluation, budget, and implementation. The course culminated in a presentation to our professor and a Great Divide representative and was well-received by both. Below are the slides we showed during our presentation.
Debra Bartoletti has over 20 years of experience in broadcast production, marketing, business development, and brand development. She has held roles such as Director of Communications for the Alabama Symphony Orchestra, Membership Officer for the Birmingham Museum of Art, and President of her own marketing firm. Bartoletti has expertise in brand development, retail and CPG marketing, broadcast production, advertising, marketing strategies, communications, and public relations.
Nathan Castle has over 15 years of experience in multi-media marketing, advertising, and production. He has a proven track record of exceeding revenue goals and independently executing successful marketing campaigns across various platforms. Currently, he manages over 50 automotive dealership accounts, prospecting for new clients and optimizing their digital marketing strategies.
Heather Hunter has over 20 years of experience in marketing, communications, and business development. She has held leadership roles developing strategic plans and initiatives that increased sales and brand awareness for organizations in various industries. Her experience includes founding and leading a successful farmers market, consulting for cultural institutions, and marketing roles for a resort and museum.
2. BUGABOO STEAK HOUSE
“The Taste of the Canadian Rockies”
CHALLENGE:
To increase sales for 30 restaurants in a crowded category – casual dining steakhouse
STRATEGIES:
Conduct LSM campaigns to heighten visibility and position Bugaboo Creek Steak House as a val-
ued member of the community
TACTICS:
• Hold Holiday Charity events in each restaurant, partnering with a local non-profit group.
Share information and images with local journalists.
• Publicize key restaurant celebrations – EX: 10th anniversary
• Promote key messages to regional media: family-friendly restaurant offering its diners
generous portions and quality food preparation
• Schedule quarterly food drops to local radio stations, to promote new seasonal menu
• Develop trade media coverage to highlight the brand
RESULTS:
Single digit sales increase since August 2007
Sarah Leaf-Herrmann
sarah.leaf1@verizon.net
617.461.7254
CASE STUDY:
3. COPLEY SQUARE HOTEL
“intuitively yours”
CHALLENGE:
To relaunch Boston’s second oldest continuously operating hotel as a four star
boutique property following a $14M renovation
STRATEGIES:
Drive corporate and transient rooms sales through media coverage of new, stylish reinvented hotel
Promote new management team to trade associations to position them as Boston Tourism
Industry experts and resources to the media
TACTICS:
• Develop strategic partnerships with Boston Arts Academy, neighborhood associations,
and civic VIPs for Grand Reopening in June 2008
• Conduct trade and consumer media campaign highlighting new stylish interior design,
amenities, and high-touch service philosophy – Intuitively Yours
• Build noteworthy Grand Reopening packages to increase media and consumer interest
RESULTS:
Business Travel feature in USAToday
National trade coverage developed in hospitality publications to reposition the property
Local coverage developed to generate the buzz: stuff@night, Boston Common magazine,
Boston Magazine
National consumer coverage highlighting style and location in queue to generate interest and
bookings: Travel + Leisure, Conde Nast Traveler, Metropolitan Home, etc.
Calendar of strategic events developed for Grand Reopening in June 2008:
• Ribbon Cutting with Civic and Tourism Officials (using signature stripe for ribbon)
• Grand Reopening Party with Nitery Saint to benefit Boston Arts Academy
• Small Breakfast Events and Tours for Potential Corporate Clients
Sarah Leaf-Herrmann
sarah.leaf1@verizon.net
617.461.7254
CASE STUDY:
4. GREEN COMPANY
“Five Lanterns at the Pinehills”
CHALLENGE:
To promote a new residential development of $1M+ homes in a difficult economy
and housing market
STRATEGIES:
Highlight new innovative architecture style, offering “indoor/outdoor living” for the first time in
New England
TACTICS:
• Partner with Boston Magazine for 2008 Design Home, opening September 2008
• Analyze customer database to design profile of targeted consumer
• Research and develop select list of strategic partners for new home marketing and events
• Promote third-generation family owned business, roster of national customer
satisfaction awards
RESULTS:
Front page feature on development in The Boston Globe
Front page feature on development in The Patriot Ledger
Currently building email database of qualified customers
Built target demographic/psychographic customer profile for mailing list acquisition
Robust schedule of high-end events in place for key selling season to highlight the
development’s USPs:
• May 15 Landscaping Seminar by Michael Weshan, Onair Talent, PBS Victory Garden
• June 14 Experiential Tour
• September 2008 Design Home Tours
• September/October Wine Tasting Event, Hot Air Balloon Rides, Classic Car Picnic
Sarah Leaf-Herrmann
sarah.leaf1@verizon.net
617.461.7254
CASE STUDY:
5. GLOBAL VISION INTERNATIONAL
CHALLENGE:
To introduce “voluntourism” to North America with opening of new sales office in Boston
for UK-based non-profit organization
STRATEGIES:
Drive awareness and sales among college students and young adults through media coverage of
new type of responsible “green” travel
TACTICS:
• Held an online contest the week of Earth Day – “What Kind of Monkey Are You?”
– where college students answer a short quiz that enters them to win a voluntourism
trip to Costa Rica. Viral campaign conducted on three Boston college campuses
to drive contest entries.
• Distribute case studies with images to college media outlets, Top 100 daily travel
editors, major City magazines, and consumer magazines
• Offer “Voluntourism” FAM trips to qualified journalists to interview project
participants and GVI leaders in the field
RESULTS:
Coverage developed throughout North America in college newspapers, radio stations and
mainstream consumer media
Nine-month media campaign resulted in successful launch of North American sales office,
which currently has the highest sales figures of all the locations
Sarah Leaf-Herrmann
sarah.leaf1@verizon.net
617.461.7254
CASE STUDY:
6. THE LIBERTY HOTEL BOSTON
CHALLENGE:
To build momentum for the transformation of the Charles Street Jail for the Grand Opening
of The Liberty Hotel
STRATEGIES:
Build select strategic alliances
Highlight project partners
Explore the history of Charles Street Jail
TACTICS:
• Partner with Esplanade Association for summer opening events
• Hold hard hat tours for media, community VIPs, and neighborhood groups
• Hire historian to write book
• Capitalize on high profile architect, interior designer, and past jailed cause célèbre to
highlight how the jail’s history informs us about Boston and US history
RESULTS:
Extensive national coverage including NYTimes, Chronicle, Travel + Leisure, Town & Country
Grand Opening Events attended by more than 2,000 VIPs
Hotel embraced by Beacon Hill and West End Neighborhood Associations, BRA, Historical
Commission, Mayor’s Office, MGH
Sarah Leaf-Herrmann
sarah.leaf1@verizon.net
617.461.7254
CASE STUDY:
7. PHILLIPS PEEPS
CHALLENGE:
To boost Easter candy sales in-store and online for a Boston’s Oldest Chocolatier
STRATEGIES:
Refresh iconic “Peeps” by dipping in Phillips Candy House signature white, milk, and
dark chocolate
TACTICS:
• Mailed “Peeps in a Puddle” to top 15 regional food and lifestyle editors
• Mailed “Peeps in a Puddle” to 25 leading women’s shelter publications
RESULTS:
Extensive print and television coverage of Dorchester store, three-generation family as
chocolatiers, Founder 89-year old Anna featured on Jay Leno
Online sales boosted 18 percent
City of Boston Parks & Recreation Department asked Phillips to partner for annual
Easter Egg Hunt
Sarah Leaf-Herrmann
sarah.leaf1@verizon.net
617.461.7254
CASE STUDY:
8. SARKU JAPAN RESTAURANTS GROUP
CHALLENGE:
To build on the success of 20-year old private company with more than 200 stores in the
US to introduce a new street front concept for franchise sales
STRATEGIES:
Build strategic alliances with partners who can provide added value
Research the QSR and franchise industry and dining trends to position Sarku Japan for
a successful franchise launch
TACTICS:
• Work together with client to develop exclusive relationship with Coca-Cola, providing value
add partnerships for Grand Opening offers
• Research messaging and menu for leading QSR players and Asian QSR companies to provide
recommendations for menu development, franchise program buildout
• Interview industry experts to learn where the market opportunities are for Asian
franchise concepts
• Develop advertising, mobile marketing, and sampling campaign to launch Woburn location
RESULTS:
Based on agency recommendation developed through competitive research, transfat removed
from all menu items
New corporate identity launched to reposition the brand for today’s franchisees/QSR customers
Franchise tradeshow collateral package developed
First franchise store to open at the Woburn Mall in April 2008
Second franchise slated to open in Cambridge Spring 2008
Sarah Leaf-Herrmann
sarah.leaf1@verizon.net
617.461.7254
CASE STUDY:
9. TOMB
CHALLENGE:
To build momentum for expansion of Fenway neighborhood interactive
environment-TOMB
STRATEGIES:
Position TOMB inventor Matt Duplessie as innovative entrepreneur
TACTICS:
• Highlight inventor as largest contractor to Disney
• Develop feature stories in Matt’s alumni publications: MIT and HBS
• Distribute biography, images, and press release to trade and consumer media
• Hold media tours of new production facility in Saugus: Five Wits Productions
• Develop national media coverage for new attraction developed by Duplessie for International
Spy Museum in Washington, DC
RESULTS:
Inventor featured in Boston Herald Business section, Christian Science Monitor, WCVB-TV
magazine format show Chronicle, and PARADE magazine
Inventor asked to develop environment for Brooklyn Children’s Museum and Boston’s
Museum of Science
Sarah Leaf-Herrmann
sarah.leaf1@verizon.net
617.461.7254
CASE STUDY: