For the launch of a multi-media company with a web portal, direct mail newsletter, radio spots and a cable TV show – all in a brand new category – we tapped our national affiliate network to create a seamless bi-coastal effort. This unique business was designed to help people live better with a serious, chronic illness, while aggregating them as a media audience for the benefit of companies with products and services to market to them. The stakeholders were diverse and the launch required expertise in business-to-business and business-to-consumer healthcare and entertainment PR. Team PR and its west coast entertainment affiliate created and implemented a complex launch plan. In addition to coining a name for the cable show’s brand new TV genre – “Medutainment” – we landed dozens of articles in trade and medical journals, major business media and a front-of-section feature in the Washington Post. Since its highly successful launch, the company’s website has been named top medical website of the year and the cable show is now its 12th season.

For a promotional marketing agency with Fortune 100 clients and a desire to be acquired, we provided an ongoing media program focused on keeping industry professionals aware of its creative and effective account activities. We targeted specific trade and consumer editors to establish the client as a leader in developing and implementing innovative promotional campaigns -- an effective, as well as cost-effective, way to promote the promoters, their clients, and to build their business. High-visibility feature stories appeared in such important media as Promo Magazine, AdWeek, Ad Age, B to B, Brand Week, Creative and DM News. The bottom line was the client’s acquisition by a major advertising agency in less than nine months!

For an international buying group and marketing organization for independent retail jewelers, we developed/executed a pull-through strategy to aid membership development and retention. This client was well known in the trades but had little visibility to consumers. We created a turnkey PR program for members to use in their local markets. These featured what we termed Ready-to-go Releases, which the members tailored to themselves by filling in blanks. Each release included information about the local jeweler’s affiliation with our client and the benefits it brought to consumers. In addition we launched national campaigns to consumer media that netted -- among many other stories -- a nationally syndicated column that claims 50 million readers weekly, a 4 1/2 minute TV spot on Bloomberg Small Business which aired nationally over USA network, and a series of three 2-minute interviews on CBS News Radio. Members nationwide reported increased customer awareness of their affiliation with our client.

For a niche travel company we used PR to suggest -- and test -- a new strategic marketing direction. This client had developed a unique market niche creating heritage tours of ancestral towns and villages in Europe, which they marketed direct to organized family associations. When they expanded their product line with general interest tours, we agreed with them that they could market these through the consumer travel press. We also suggested they begin marketing through travel agents by publicizing the tours in the travel trades. The client was unconvinced until our releases were picked up by the two industry bibles. Travel Week did a two-page photo feature and ASTA Agency Management quoted our client prominently throughout a five-page article on heritage travel. Calls from travel agents began pouring in and the client found a new market.