“Portraits of Service”, a new book by photographers Robert Miller and Andrew Wakeford, presents images and vignettes of a cross-section of living war veterans that capture the fears, emotions and unique stories of service men and women across four generations. The publisher, The Patton Foundation, wanted to raise its visibility and identity through media relations, increase book sales and assist in building relationships with corporate sponsors and allied organizations. To differentiate our messaging from other veterans groups, the content focused on servicewomen, an oft-unrecognized segment of the veterans community. We also created alliances with the Gary Sinise Foundation and Final Salute, Inc.; celebrity spokesperson actress Erin Cummings; and developed a relationship with A&E Networks, that all contributed to significant increase in book sales.
Promoting the new book, “Why Coolidge Matters,” was a call for public attention to the national trade association that serves 4.8 million notaries nationwide and the oft-overlooked legacy of Calvin Coolidge. We sought out and enlisted Christopher Coolidge Jeter, the former U.S. president’s great-grandson, to participate in a satellite media tour. Our campaign also partnered with the Library of Congress to host a launch event on the anniversary of President Coolidge’s inauguration, and secured Senator Patrick Leahy (D-VT) and Governor Jim Douglas (R-VT) as key spokespeople on a thought leadership platform. The agency secured a full hour-long discussion on President Coolidge in the context of the book’s themes on The Glenn Beck Show, and was added to the host’s “must read” book list.
In today’s digital age, traditional marketing techniques are frequently underrated. With CMOs committing budgets against social media campaigns, other marketing tactics often fade into the background. Keller Fay Group, a marketing research and consulting company, tasked the agency with renewing market interest in its proprietary Word Of Mouth (WOM) marketing. To legitimize Keller Fay’s research findings and connect with its stakeholders, the agency established partnerships with the University of Southern California’s Marshall School of Business and automotive retail data site Edmunds.com, who assisted in gathering appropriate high-profile Fortune 500 marketing executives for presentations about the company’s insights around supercharging sales results. Through word of mouth, of course, Keller Fay was able to net direct business and thought leadership opportunities.
Transforming an unknown brand into a marketplace leader is always a challenge, and even more so in a commoditized service industry. InclusionINC, founded by CEO Shirley Engelmeier, focused on a highly fatigued subject: diversity training. Our main task was to raise market awareness and mindshare, so we tied into the news cycle on the corporate world’s rising interest and need for managing diversity in the workplace, and positioned the topic of inclusion as a fresh business advantage. We inserted Engelmeier into relevant big-picture conversations and focused on educating the media about the sensibilities of the emerging millennial generation in the workplace. The launch of her book, “Inclusion: The New Competitive Business Advantage”, catapulted Engelmeier as a thought leader.
Digital marketing expert and customer service guru, Jay Baer, tapped the agency for media exposure and thought leadership strategies to increase coverage of his new book Hug Your Haters: How to Embrace Complaints and Keep Your Customers. Written as a response to the rise in online complaints, Hug Your Haters argues that the mindset to “pick and choose” when to respond to criticism is an incredibly costly mistake for many businesses. By leveraging the breaking news cycle of high-profile business blunders together with available data points from Jay’s research, we created a whirlwind of interest, which led to byline opportunities and the positioning of Baer as a sought-after resource to the media through his ongoing expert commentary on specific statistics within the food, hospitality, travel, retail, and airline industries.