We have prepared
several case studies to provide some real-world
perspective:
Constellation
Wines
Goal:
Announce Results of Project Genome(SM),
one of the largest consumer research
projects ever conducted by the
wine industry.
Situation/Challenge
Constellation Wines
U.S., the largest premium wine company
in the United States and a division of
Constellation Brands, the world’s
largest beverage company, wanted to announce
the results of this groundbreaking research
to the wine industry trade media as well
as business and consumer media. The launch
of Project Genome(SM) should further
establish Constellation as a wine industry
leader.
Solutions
Koa created and managed
a dual live and Webex (online) press
conference in New York City that coincided
with a major industry event to ensure
press attendance. Constellation’s
CEO and other executives were the key
speakers. Media were able to attend the
press conference in person or via the
internet and were able to ask the executives
questions live or via email. Press
were also shown a presentation live in
NYC that was simultaneously streamed
via Webex and viewed by online attendees.
Koa drafted all press materials including
the announcement news release, media
invitations, fact sheets and internal
media Q & A for executives.
Results
Major media coverage in national and
international trade and business press
as well as national and local consumer
media coverage in publications including
Wine Spectator, Wine Business Monthly,
Progressive Grocer, Supermarket News,
Wines and Vines, San Francisco Chronicle,
Decanter, Southwest Airlines Inflight
Magazine, Wine Market Report, The Independent
(London), Business Standard (India),
Just Drinks, Pittsburgh Tribune- Review
and the Rochester Democrat and Chronicle.
www.cwinesus.com
Black
Box Wines
Goal: Launch
2001 Napa Valley Chardonnay
Situation/Challenge
Launch Black Box Wines
2001 Napa Valley Chardonnay in Northern
California and build awareness nationally
of new trend in boxed wine. There
was a need to overcome the negative association
with boxed wine.
Solutions
Aggressive media
relations and targeting of consumer and
trade press.
Results
Major media coverage
in local consumer publications as well
as national trade publications including
the New York Times, San Francisco Chronicle,
Diablo Magazine, Oakland Tribune, Sacramento
Bee, Wine Business Monthly, Napa Valley
Register, KGO AM 810 “Dining Around
with Gene Burns”. Media coverage
resulted in securing a variety of retail
partners including Beverages and More!
in California as well as increased consumer
awareness and purchasing in the Bay Area. Widespread
awareness and brand success led to Black
Box being acquired by Pacific Wine Partners,
a division of Constellation Wines U.S.,
the country’s largest premium wine
company. Today, Black Box is the
category leader nationwide
www.blackboxwines.com
>top
Recchiuti
Confections
Goal:
Develop long-term
visibility and reputation program
for successful San Francisco
chocolatier for which sales
are divided between their retail
store and online.
The company’s
products receive high praise as
did a recent cookbook, which won
awards. Now the company needed
to look far ahead to longer term
visibility for chef Michael Recchiuti
and to penetrate deeper into regional
markets across the U.S. as well
as key bridal and corporate audiences.
Also, they needed to maintain a
strong retail presence in the Ferry
Building Marketplace.
Koa Communications
developed a comprehensive media
and public-appearance program to
continue to build and solidify
reputation for the products and
the founder, including meetings
with key national and local food & wine,
bridal, travel and business editors.
Appearances and media opportunities
were booked/created in the Bay
Area to drive local traffic to
the retail store and nationally
to drive online purchasing.
The New York Times dubbed
Michael Recchiuti “King of the
World” the same week that products
appeared on the Today Show while business,
bridal and travel stories continue
to be published. Local media coverage
continues to pour in – especially
around key retail holidays: Christmas,
Easter, Valentine’s Day, Mother’s
Day, Father’s Day, etc.
>top
American
Cancer Society
Goal
The
American Cancer Society’s
California Division needed
extra support to promote
its annual Making Strides
Against Breast Cancer Walk.
The walk is designed to raise
funds but also provide community
education on breast cancer
screening and treatment options
as well as cancer prevention.
Situation/Challenge
The
event is traditionally scheduled
at the end of October – Breast
Cancer Awareness Month – and
it is often hard to get media
to pay attention to such events – let
alone a health message -- when
most breast cancer coverage
has already hit the papers
and airwaves. Additionally,
the event needed to attract
more than 15,000 walkers to
its Golden Gate Park venue
to help surpass previous years’ attendance
and revenues – walkers
that have many choices when
it comes to supporting this
important cause.
Solutions
Aggressive
media pitching around the “why” of
the event so that reporting
avoided falling into “another
pink ribbon” trap. Prepped
volunteers and cancer survivors
to tell their stories on local
TV radio and in print and secured
interviews -- including
lining up non-English speakers
with ethnic media. Additionally,
promoted the event’s
compelling portrait gallery
of cancer survivors to media.
Also leveraged event’s
media sponsors for maximum
exposure and pull-through of
important health information.
Results
Coverage
before the event helped with
turnout at the event and fundraising,
while much coverage included
health guidelines. Post-event
coverage also helped to drive
home the important messages
of breast cancer awareness,
treatment and support.
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