Case Studies
Over the past 17 years we've worked with a great variety of clients. Here is just a sampling of some of our successful projects.
Case Study: Major Youth Sports Association
Painting: Yvette Y. Guyton
Marketing and Publicity Plan
Challenge:
The country's largest youth sports organization selected TLW Public Relations to completely reenergize the organization's image, publicity, marketing and outreach efforts to all of its constituents, parents, coaches, volunteers, affiliates and the media.
Strategies:
We recommended developing a comprehensive two-year public relations and marketing strategic plan. We conducted an audit of the organization's existing public relations, promotions and marketing materials and strategies. We conducted one-on-one interviews with all 14 members of the group's board of directors and key staff, and created a constituents' survey that was sent to 500 people. We wanted to identify organizational challenges and assets and to be able to recommend goals, objectives, tools and strategies that could be used to meet the group's challenges and highlight its assets. We also recommended that benchmarks be put in place to assess the success of each of the plan's key components.
Results:
We created the group's first Public Relations and Marketing Analysis and Strategic Plan. The 31-page document recommended a myriad of public information and outreach strategies, including the creation of an outreach team, stronger organizational branding, updated logo and complete redevelopment of its 40,000-page website, among several others. The plan won a Gold Hemes Award from the Association of Marketing and Communication Professionals. And we were hired to implement a number of the plan's recommendations.
Case Study: Business Start-Up Workshops
Photo: Fauxels
Publicity Plan
Challenge:
We were approached by one of the organizers of two business workshops, one for adults, and the other for teens. The events were unique competitions where participants stayed overnight and worked in training sessions to develop ideas for a viable business. Prizes were given to those who came up with the best ideas, TLW Public Relations was asked to create publicity outreach for the events.
Strategies:
We developed an intensive publicity campaign for the two workshops. Strategies consisted of writing and issuing multiple press releases and advisories; following up with editors to pitch story ideas; interviews with participants to get more information about why they would be involved in an overnight event in a facility other than their home; and to identify people who could be contacted by the press for interviews during the events. We also wrote PSA's and worked with municipal cable-tv access channels and the local radio station to get them aired or posted on their websites. Electronic press releases and advisories were issued using a press release distribution site and were posted on Facebook.
Results:
The events got ample pre-event and day-of coverage. The workshops were filled to capacity. They got front-page coverage in local newspapers and were posted on the local radio station's website. Coverage was also picked up by several online publications and sites, including the Napa Business Journal, Topix forums, newsfeeds for major Northern California cities and ePRNews. Collectively releases issued online received over 40,000 headline impressions.
Case Study: Writers Group
Publicity and Marketing Plans
Challenge:
The founder of a writers’ group with local, regional and national members, selected TLW Public Relations to increase public awareness of the group, its monthly meetings and special programs.
Strategies:
TLW Public Relations developed annual public relations plans for the group, highlighting planned training sessions, special meetings and fundraisers. We issued monthly SEO-optimized press releases and advisories to local newspapers and used an online press release distribution service. We wrote and placed Public Service Announcements for radio. We sent information to calendar editors at newspapers and local magazines and posted press releases on social media.
Results:
The group's training sessions and special events for writers were routinely covered by large and small media outlets; featured on radio station KUIC's website; and listed in local magazines. Online press releases typically got from 10,000 to 100,000 headline impressions each month. The membership grew and monthly meetings became standing-room only affairs. Participants were asked to RSVP before attending. We went on to serve as the group's PR agency of record.
Case Study: New York Model and Actress
Photo: Jawn Ling
Publicity Plan
Challenge:
Model and actress Nicole B, and one of her agents brought on TLW Public Relations to give her and her work in modeling, television and movies a higher profile. She was born in the Bay Area, but was based in New York and had recently gotten roles in the hit movie, "How to be Single," and been featured in Kanye West's "Yeezy Season 3" fashion presentation. She had also modeled in New York Fashion Week shows. She also wanted to highlight her uniqueness as a model, in that she's not the tall girl many may think of when they think of models. She is a petite woman of color.
Strategies:
We did a long background interview with the client to get a good sense of her educational, modeling and acting work and of her long-term goals as a professional working in fashion and entertainment. We recommended a PR plan that would focus first on her background and connection to the Bay Area. We wrote an "introductory," overall press release and pitched story ideas to hometown and Bay Area media, which were basically, "local girl makes good in the Big Apple." We issued the SEO-optimized press release to all major Bay Area press and online using a press release distribution service. We posted the press release on social media, including Facebook and Twitter.
Results:
We got an interview and photo shoot for our client in the fashion section of the San Francisco Chronicle and interviews and articles in other major local and Bay Area newspapers, including the Daily Republic, the Vallejo Times Herald and the Contra Costa Times. The online release was picked up by several online publications and quickly got over 10,000 headline impressions. The articles placed on social media were also big hits, with one getting over 2000 view/likes within minutes of being posted. Nicole has gone on to do numerous movie and television roles and is continuing her modeling career.
Case Study: Rap Music Icon
Photo: Rahul Pandit
Publicity
Challenge:
An iconic Rap artist commissioned the services of TLW Public Relations to help bring a higher PR profile to her having been chosen as an honoree on VHI's Hip Hop Honors show. Significant other goals were to highlight her extensive background in music, her challenges as a female in a male dominated industry and experience in empowering women, and some of her upcoming projects.
Strategies:
We conducted an in-depth interview with the artist to get the best sense of her background, items to highlight in the press release about her award and projects she wanted to have pitched when we reached out to the media. We also did extensive research on the Rap star's music and her upcoming projects to get a sense of what might be the most interesting to news media gatekeepers and the best story lines to pitch. A press release was developed and distributed to all local and regional media outlets. An SEO-optimized release was also placed on a press release distribution site and on social media sites. We reached out to editors and reporters with follow up calls and emails to encourage coverage of the story.
Results:
Our client was interviewed by major Northern California press and we landed a television interview for her on Fox 40's Morning News show. The online press release received over 10,000 headline impressions within hours of it having been posted and was picked up by news aggregate sites 4eStory and EntSun.