Case Studies
It’s all about the story. In our fast-paced industry the only “constant” in the media is the desire to hear a good story presented well and in a timely way.
As a smaller-sized public relations firm by choice, we are able to provide senior level service – from pitching and coordinating media interviews to writing web copy and more – we have the expertise to get the job done well.
Below are some case studies to give you a better idea of how we have helped our clients reach their goals:
Client
The Swing Doctor (www.baseballswingdoctor.com), an outfit that provides private instruction in hitting, fielding and pitching for baseball or softball. It also offers martial arts and fitness classes, nutritional supplements and personal training. Located in Cumming, Georgia.
Assignment
To “package” The Swing Doctor’s opening-day event for the media creatively and effectively, and to promote the business within the local community.
Challenge
How to best maximize the opportunity of having New York Mets pitcher Tom Glavine at The Swing Doctor on opening day. Tom is a friend and former teammate of Dennis Hood, co-owner of The Swing Doctor.
Solution
We put on our baseball thinking caps and came up with the idea of having Tom throw the first pitch to a local high school student. We invited the mayor of Cumming and the local media to take part in the event, which we planned and coordinated. And, through word-of-mouth marketing, we alerted everyone in the area with an affiliation to baseball or softball.
Success
More than 200 people came out, in the sleet, to take part. We arranged for a photographer to take both publicity shots and photos with Tom that families could purchase afterward. Tom generously signed autographs for the excited crowd. The Swing Doctor hit a home run on opening day with media coverage before and after the event, and by being introduced to the local community in a swinging way. The Swing Doctor had to stay open every day the month after grand opening to accommodate new clients who wanted to take lessons.
Client
That Dirty Dog™ (www.thatdirtydog.com), a pet wash created out of the total love of their dogs and the complete dislike of bathing them in their homes.
Assignment
To bring awareness within the community to their Grand Opening event.
Challenge
How do you direct attention to a Grand Opening, without barking up the wrong tree, when there are so many other businesses in the area doing the same?
Solution
Fitzgerald PR came up with a plan to reach the local newspapers by first taking publicity photos of the owners (with their dogs) and logo in front of their establishment (their build-out was not complete and we couldn’t take internal photos yet). We also realized that the concept would work well for television, so we made sure to add local stations to our target media list.
Success
The morning of the Grand Opening event, Brett Martin, the roving (Road Warrior) reporter for Fox 5’s Good Day Atlanta, broadcast live from their pet wash establishment reaching over 400,000 viewers in the Atlanta area. Brett spent 15-minutes of airtime throughout the seven and eight o’clock hours humorously educating the viewers about how to best wash a dog, browsing through their in-store pet products and repeating their phone number. That Dirty Dog™ received over 40 phone calls and many walk-ins that day (some during broadcast hours) and more throughout the week. Other local newspapers published articles which included their publicity photo. Overall, this was the shot-in-the-arm that every new business needs to start off right.
Project
Rocki’s Prenatal Yoga – a series of Videos and DVDs
Client
M.O.O. Productions – a video production house in Los Angeles, CA
Assignment
Get product information in front of target audience (mothers-to-be) to boost sales.
Challenge
M.O.O. Productions needed to inform pregnant women of the benefits of prenatal yoga and drive them to a web site to purchase the products. They were in need of good sales in order to fund more productions starring celebrity prenatal yoga instructor Rocki Graham.
Solution
We bent over backwards and created a strategic media relations program that targeted national pregnancy magazines, women’s fitness magazines, Los Angeles media, and niche cable television programming.
Success
Hits procured were: Los Angeles Times, Los Angeles Magazine, KTLA Morning News, L.A. Family, The Dr. Phil Show, Fit Pregnancy, Mothering, ePregnancy, Oxygen, Every Baby, Yogi Times, Fine Living Network’s “Tricks of the Trade” and much more. Sales skyrocketed and client was able to start production on their next video series soon after. The impressive results were gathered into a marketing kit that was instrumental in garnering attention from, and ultimately procuring a final agreement with a large video/DVD distributor.
Client
Profits in Progress (www.profitsinprogress.com), a unique service that helps you “keep in touch” through personalized, handwritten note cards.
Assignment
Re-write text for web site in order to communicate core business more clearly.
Challenge
Copy had to be simple and clear enough for all target audiences to understand
the basics of their numerous service offerings.
Solution
Fitzgerald PR came up with a catchy slogan “Start Note-working” in the essence
of getting your notes working for you within your business networking and client
circles. We also broke down their services into which a customer
(Individual, Business or Church) would be more likely to use them. Pages were
added, which helped make the navigation easier.
Success
Client was immediately able to use the new catchy Note-working slogan in her
talks and in networking, which allowed her to brand her image quickly. It was
well-received and was added into the web site copy. Client was happy with our
quick turnaround time – right before a large seminar conference where it
was necessary to have a web presence.