Case Study

  • Avery Dennison

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    Objective

    To design and launch a public relations campaign promoting Avery Dennison’s Easy-Peel labels, Click-N-Ship, Scrapbooking, and Wizard products. Over two dozen agencies presented solutions for this project. Hollenbeck Group was selected for its creative approach showing consumers why they should use more Avery products more often.

    Implementation

    Hollenbeck Group designed a six-month comprehensive campaign to garner national print, broadcast and electronic media coverage. Press materials targeting business, lifestyle, consumer and trade press were designed and distributed to custom targeted media databases. New product reviews and lifestyle stories were solicited.

    Results

    The campaign resulted in thousands of print, broadcast and electronic media stories including television features on Martha Stewart Living and The Today Show. Every major search engine including AOL, MSN, Yahoo!, and Google carried publicity stories resulting in millions of media impressions. The Avery Wizard product received over 500,000 downloads in one-month and label sales exceeded expectations.
  • Comcast

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    Objective

    To develop and implement a public relations program targeting communities in the San Francisco Bay Area.

    Implementation

    Hollenbeck Group has worked with Comcast for the past two years on a wide range of projects. Publicity materials, cause marketing programs and special events have been developed and implemented including product launches for Comcast Services, MTV Networks, LOGO and SOAPNet.

    Results

    Comcast subscriptions have increased in target markets and important political, consumer and business alliances have been generated. Editorial print, broadcast and on-line media stories have been generated and overall consumer goodwill has increased.

  • Infusion Beach & Hotel

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    Objective

    To develop and implement public affairs and public relations strategies and programs to successfully position a new resort hotel, metropolitan beach and nightclub in Palm Springs.

    Implementation
    Hollenbeck Group has worked with DKR Partners on its hotel and nightclub projects around the world for nearly ten years including Infusion Lounge, Hotel Fusion, and C-Two Hotels. When DKR decided to develop its first flagship Infusion Beach & Hotel (IBH) concept in Palm Springs, California, the agency was consulted in the preliminary planning stages prior to property acquisition. Hollenbeck Group provided advice on all aspects of the project from brand development to community positioning. DKR acquired an existing property with plans to remodel and develop it into the new IBH. Hollenbeck Group assisted in promoting the original property through closure, building community and political support for the new project, and developing public excitement and interest for the new IBH concept. Social media, public relations and promotions plan were created to garner local, regional and international media attention for the venue. Strategies were developed and implemented to ensure facility redesign and planning complied with local standards and expectations.

    Results
    Relationships have been established both within the official ranks, i.e., elected city officials, appropriate city planning boards and advisory committees; as well as among influencers: hotel concierges, event planners, sponsors, and promoters. The agency has successfully launched a social media presence, and garnered press coverage in international markets, including China, France, UK, Spain, and Germany. The agency has generated community interest through our arranging of IBH sponsorships of local events. (Events include 2015 Modernism Week and both 2014 and 2015 Modernism Preview Weeks, 2015 Aids Assistance Program’s (AAP) Evening with the Stars, 2014 AAP Angel Awards, 2015 Harvey Milk Awards, 2015 Palm Springs International Film Festival’s ShortFest). The project is now in its construction phase and is one of the most highly anticipated new developments in Palm Springs.
  • Lotus Elixirs

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    Objective

    To take a new functional beverage product from formulation to concept to full roll-out to national retailers.

    Implementation
    Hollenbeck Group was engaged by Lotus Elixirs while the product was still in the development phase. The agency provided advice in the actual final formulation/ingredients and flavor profile. Lotus Elixirs consulted with Hollenbeck Group in every aspect of marketing from brand positioning to development of sales strategies. A comprehensive campaign was developed to support wholesale, retail, and online sales of the product. The agency also directed all social media and public relations efforts including sampling programs and product placement programs.

    Results

    Within six months of launch, Lotus Elixirs secured distribution in over 500 health food, convenience, and grocery stores in Southern California. It was chosen as the Editor’s Pick at the Natural Products Expo West and has been featured in hundreds of digital, print, and broadcast editorials including a segment airing on the Discovery Channel and on NBC News Your Health Matters. Distribution is now expanding across the West Coast and into Texas. It is expected to reach national U.S. distribution in 2016. The Hollenbeck Group continues to represent this fast-growing botanical beverage company that is on-track to become one of the top selling functional beverages in the world.
  • Trader Vic’s

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    Objective

    To develop and implement a public relations program promoting the Trader Vic's parent company, brand, and restaurant group worldwide.

    Implementation

    Hollenbeck Group successfully implemented a publicity plan to garner international print, broadcast and electronic media coverage for Trader Vic's. The plan included developing guidelines and templates for public relations programs in fifteen countries. Press materials targeting hospitality, food/wine, business, lifestyle, general consumer and trade press were designed and distributed.

    Results

    Within the first month after engaging Hollenbeck Group, public relations efforts resulted in worldwide coverage in hundreds of print, broadcast and electronic media outlets including the SF Business Times, Arabian Business, Forbes.com, Yahoo! Finance, Nation's Restaurant News, Yacht Vacations and Charters, and the Asia Observer. Additionally, all major search engines including AOL, MSN, Yahoo!, Google now reference Trader Vic's media coverage. 

  • Wells Fargo

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    Objective

    To provide support to numerous Wells Fargo Divisions. Wells Fargo Bank has worked with Hollenbeck Group for over 10 years, entrusting the Agency with various information design and public relations projects. 

    Implementation

    Work performed for Wells Fargo includes:

    • Publicity Campaigns
    • Press Releases
    • Internet Websites for www.wellsfargo.com
    • Power Point Training Presentations
    • Division Identity Packages
    • Consumer Marketing Tools

    Results

    Hollenbeck Group is an approved vendor with preferred status and has received widespread recognition and praise from bank executives for its work.

  • NetLine Corporation

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    Objective

    To develop and implement a public relations program that would support business development and investor relations for Netline Corporation’s three websites: NetLine.com, TradePub.com, and RevResponse.com.
    Implementation
    NetLine Corporation is a leading B2B performance-based integrated marketing company that provides targeted online lead generation and marketing services for Advertisers, Marketers, and Publishers. Hollenbeck Group was engaged by NetLine Corporation to develop public relations strategies and ongoing promotion programs for its various business units. The agency created targeted campaigns reaching technology, business, retail, trade, finance, and lifestyle press. Press releases, media advisories, media guides and various online promotions were created to generate international attention.

    Results
    Thousands of print, broadcast and online media hits were secured including coverage in Inc. Magazine, Entrepreneur, Billboard, the Wall Street Journal, AOL, MSN, Tech Now, Wired, Yahoo Finance, and NBC-TV. Executives at NetLine credit the campaign for generating new business development opportunities and increasing the company’s valuation.
  • Beanfield’s Chips

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    Objective

    To develop and implement a complete marketing strategy targeting national natural food stores, grocery stores, and health-conscious consumers that would support retail growth and consumer sales for this start-up company.
    Implementation

    Beanfield’s engaged the agency when the business was in the concept phase. The agency was engaged to assist with development of product flavor/texture profiles and an overall marketing/brand strategy. A complete marketing plan was developed and implemented that included a messaging campaign, logo, brand guidelines, package design, website, social media platforms, sell sheets, POP materials, sampling program, public relations campaign, and advertising plan/program.
    Results
    In the first six months, Beanfield’s secured retail distribution in 400 stores. It received accolade at the Natural Foods Expo and won several new product awards. Sales velocity was supported by hundreds of reviews from trade and consumer publications. Contests were created for mommy bloggers that resulted in millions of impressions and hundreds of product testimonials. The agency’s “Crispylicious” slogan was embraced by thousands of Beanfield’s fans and hundreds of editorial feature stories created a groundswell of support from snackers, and health enthusiasts and practitioners.

    Beanfield’s Bean & Rice Chips can now be found in thousands of retail stores around the world.
  • Cloud Crowd

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    Objective
    To develop and implement a public relations program promoting CloudCrowd.com that would generate brand awareness and position the company for business development and investment opportunities.
    Implementation
    Hollenbeck Associates implemented a plan to garner international print, broadcast and online media coverage for CloudCrowd.com. A general strategy/plan was developed along with a Q&A, boilerplates, press releases, and media guides for CloudCrowd.com and two of its subsidiary brands; EditZen.com, and TranslationZen.com.
    Results
    Within six months after engaging Hollenbeck Group, public relations efforts resulted in worldwide coverage in hundreds of print, broadcast and online media outlets including USA Today, TechCrunch, PressHere, NBC Television, ABC Television, Network World, TechWatch, and StartUp Nation. The agency also secured a position for CloudCrowd in Entrepreneur Magazine’s “100 Most Brilliant Companies” list. CloudCrowd attributes its press coverage for securing a number of major business development deals and for supporting the close of a $5.1 million dollar investment round