EDGE COMMUNICATIONS

CASE STUDIES - SUCCESS STORIES

Fashion

Easy Spirit Shoes

Desired Outcome

Generate widespread U.S. coverage of Easy Spirit’s fitness and dress shoes for women, building a groundswell of publicity and sales.

Strategic Campaign

Produced and promoted numerous events including women’s college basketball teams playing basketball in high heels, national media tour with athletic spokesperson, etc.

Created events including competitive "walk-off" competitions and designed bluescreen MTV-type video events with consumers in shopping malls across the U.S.

Results

Evolved into a national strategic advertising, public relations and events campaign. Successful media relations program generated hundreds of millions of impressions, including several feature stories, clips on Late Night with David Letterman, Today, etc.

Easy Spirit is now the #1 women’s shoe brand in America. Client credited our launch strategy with its initial success.

Financial services

MasterCard BusinessCard

Desired Outcome

Without advertising, and in the face of heavy and well-known competition, help increase the number of banks issuing BusinessCard.

Strategic Campaign

Targeted 14 vertical market business segments and created a yearlong campaign of regular media releases for each.

Established strategic alliance with the National Business Travel Association (NBTA) and conducted a major business travel survey with major publicity — The New York Times, CNN, etc.

Opened direct communications with existing and potential issuers with a newsletter called Business Edge, which contained useful business information and hard news on the industry.

Created MasterCard BusinessCard News and Information Service, in which we broadcast breaking news about the industry to existing and potential issuers.

Results

• MasterCard immediately attracted new issuers for the card, and within the year, the number of new cardholders had increased by more than 10%, all without advertising.

Imaging & Consumer Electronics:

Nikon Digital Cameras & Scanners

Desired Outcome

Increase media interest in Nikon consumer and professional digital cameras, as demonstrated by enhanced publicity.

Increase consumer awareness of Nikon’s Coolpix cameras and Super Coolscan scanners, as demonstrated by greater number of inquiries and self-selection of product at retail.

Increase sales channel awareness and support as measured by doubling leading product demos by salespersons in retail environments.

Strategic Campaign

Created interactive, informative Internet pressroom for Nikon. Instituted pointed, effective, regular media communications program.

Developed content distribution relationship with third party "affinity" sites for consumer information. Applied for and earned numerous product awards.

Negotiated relationship with Duke Nukem computer game to increase awareness in sales channel. Developed "Nikon/Duke Nukem Day" at distributor locations, offered giveaway, created other programs.

Result

Effective media relations increased publicity by 1800%. Several thousand editors now use press site on monthly basis.

Third party "affinity site" endorsements drove sales of both digital cameras and scanners, which were up geometrically.

Enhanced channel focus resulted in 6x increased lead product demos at retail and greater sales numbers.

Biotechnology, Instrumentation

Nikon Instruments Inc.

Desired Outcome:

• Gain recognition and market share for Nikon scientific instruments and expand share of the research microscope market.

Strategic Campaign

Recommended that Nikon expand an already-existing competition, the Nikon International Small World Photomicrography Competition, a contest for photos taken through microscopes. The changes allowed it to reach its fullest potential as a public relations tool for the entire company and help forge stronger relationships with researchers. Developed awards ceremony, huge editorial contact program, traveling museum exhibit, expanded calendar, web exposure, products for sale.

Results

Nikon International Small World Competition is now considered the most prestigious forum of its kind. Small World photos have appeared in print and broadcast media including Discover, Omni, Popular Science, Scientific American, National Geographic, CBS This Morning, ABC News Tonight, NPR, Newsweek plus all major trade journals.

Nikon leads the market in research microscopes, and has a dedicated dealer network. It has also established strong relationships with 75 of the most important researchers in the U.S. Its support of Small World Competition remains an important symbol in the field of its position among microscope companies.

Business Communications/Wireless

PR Newswire Wireless Distribution

Desired Outcome

Increase awareness among IR/PR firms of the positive aspects of wireless communications and press release distribution via wireless devices.

Strategic Campaign

Developed and launched a series of multimedia e-mails to editors showcasing PR Newswire’s improvements in technology, infrastructure, environment and content distribution policies.

Developed and signed agreements with Palm, GoAmerica and several other wireless networks.

Result

Portrayed PR Newswire as "Wireless-Ready."

Portrayed PR Newswire as the only full-text corporate news release service available through wireless distribution.

Opened new content distribution channel, developing and growing sales.

Not-for-Profit

GUIDING EYES FOR THE BLIND

Sarah's Walk

Desired Outcome

Raise awareness for Guide Dog organization and its inspirational message, capitalizing on one guide dog user, Sarah Smith, and her stated desire to walk from Boston to NYC. Do it all with <$30K budget.

Strategic Campaign

Found corporate sponsors for the walk, handled all logistics, accompanied Sarah on the 300-mile journey and publicized her accomplishment both regionally and nationally. Also convinced a major VNR company to work with us at special rates.

Four major cities -- Boston, Providence, Hartford and New York -- were selected for press conferences and meetings with mayors, local celebrities. Ended with a news conference with NYC Mayor Giuliani..

Results

Media impressions have been estimated at well over 40 million, 267% above plan. Placements include: NBC's Today Show, Boston Globe, New York Times, ABC World News Tonight and numerous national media outlets. The VNR was been seen by more than 20 million Americans. Guiding Eyes had raised $30K in walk-related donations by the second day of the walk.

NOTE: This program received the Public Relations Society of America's prestigious Big Apple Award.

Internet Marketing

Nikon Corporate

Desired Outcome

Measure the effectiveness of public relations on the web compared to other marketing disciplines for scanners, plus film and digital cameras.

Strategic Campaign

Developed methodology for tracking consumer behavior on the Web that results from online PR versus online advertising.

Result

Quantitative data from year-long review revealed online PR generated five times more traffic than online ad campaigns.

Business Services/Consultancy

Interbrand Positioning Campaign

Desired Outcome

Help Interbrand, world’s largest branding consultancy, earn its "share of voice" in public discourse and become recognized for its branding expertise.

Strategic Campaign

Target five vertical markets where they had strongest story to tell. Developed articles, trade show attendance, speaking engagements, etc.

Opportunistic PR: create pitches based on existing hot stories, set up company executives as gurus in the subject of branding. For instance, the VW Beetle story gave opportunity to pitch Nostalgia Marketing, .Superbowl provided Sports Branding opportunity, etc.

Also selected top 20 top business media for relationship development and deskside briefings leading to major stories.

Results

Interviews with dozens of publications. Results included huge vertical market response, plus Wall Street Journal (3 articles), Business Wire, Bloomberg, CNN, Associated Press, Dow Jones, etc.

Consumer Products / Health and Beauty

Crest for Kids

Desired Outcome

Give brand a needed "shot in arm" -- fiercely competitive marketplace.

Children’s Dental Health Month — February.

Almost no budget -- ca $10-20K.

Strategic Campaign

Created Tooth Fairy Hotline. Used publicity to get kids to call in one day during Dental Health Month, took informal survey, publicized results.

Sent out photo release, did media pitches, set up 800#.

Took calls, surveyed kids: "How much money did you get for your last lost tooth?"

Followed up with survey release.

Results

TV Guide, AP ran photo: 160MM impressions.

>20,000 calls in one day.

Survey release picked up by top media including wire services, TV: another 80MM impressions.

Brand quickly stepped back into brand leadership position.



	CASE STUDIES - SUCCESS STORIES Fashion *Easy Spirit Shoes* *Desired Outcome* Generate widespread U.S. coverage of Easy Spirit’s fitness and dress shoes for women, building a groundswell of publicity and sales. *Strategic Campaign* Produced and promoted numerous events including women’s college basketball teams playing basketball in high heels, national media tour with athletic spokesperson, etc. Created events including competitive "walk-off" competitions and designed bluescreen MTV-type video events with consumers in shopping malls across the U.S. *Results* Evolved into a national strategic advertising, public relations and events campaign. Successful media relations program generated hundreds of millions of impressions, including several feature stories, clips on Late Night with David Letterman, Today, etc. Easy Spirit is now the #1 women’s shoe brand in America. Client credited our launch strategy with its initial success. Financial services *MasterCard BusinessCard* *Desired Outcome* Without advertising, and in the face of heavy and well-known competition, help increase the number of banks issuing BusinessCard. *Strategic Campaign* Targeted 14 vertical market business segments and created a yearlong campaign of regular media releases for each. Established strategic alliance with the National Business Travel Association (NBTA) and conducted a major business travel survey with major publicity — The New York Times, CNN, etc. Opened direct communications with existing and potential issuers with a newsletter called Business Edge, which contained useful business information and hard news on the industry. Created MasterCard BusinessCard News and Information Service, in which we broadcast breaking news about the industry to existing and potential issuers. *Results* • MasterCard immediately attracted new issuers for the card, and within the year, the number of new cardholders had increased by more than 10%, all without advertising. Imaging & Consumer Electronics: *Nikon Digital Cameras & Scanners* Desired Outcome Increase media interest in Nikon consumer and professional digital cameras, as demonstrated by enhanced publicity. Increase consumer awareness of Nikon’s Coolpix cameras and Super Coolscan scanners, as demonstrated by greater number of inquiries and self-selection of product at retail. Increase sales channel awareness and support as measured by doubling leading product demos by salespersons in retail environments. *Strategic Campaign* Created interactive, informative Internet pressroom for Nikon. Instituted pointed, effective, regular media communications program. Developed content distribution relationship with third party "affinity" sites for consumer information. Applied for and earned numerous product awards. Negotiated relationship with Duke Nukem computer game to increase awareness in sales channel. Developed "Nikon/Duke Nukem Day" at distributor locations, offered giveaway, created other programs. *Result* Effective media relations increased publicity by 1800%. Several thousand editors now use press site on monthly basis. Third party "affinity site" endorsements drove sales of both digital cameras and scanners, which were up geometrically. Enhanced channel focus resulted in 6x increased lead product demos at retail and greater sales numbers. Biotechnology, Instrumentation *Nikon Instruments Inc.* *Desired Outcome:* • Gain recognition and market share for Nikon scientific instruments and expand share of the research microscope market. *Strategic Campaign* Recommended that Nikon expand an already-existing competition, the Nikon International Small World Photomicrography Competition, a contest for photos taken through microscopes. The changes allowed it to reach its fullest potential as a public relations tool for the entire company and help forge stronger relationships with researchers. Developed awards ceremony, huge editorial contact program, traveling museum exhibit, expanded calendar, web exposure, products for sale. *Results* Nikon International Small World Competition is now considered the most prestigious forum of its kind. Small World photos have appeared in print and broadcast media including Discover, Omni, Popular Science, Scientific American, National Geographic, CBS This Morning, ABC News Tonight, NPR, Newsweek plus all major trade journals. Nikon leads the market in research microscopes, and has a dedicated dealer network. It has also established strong relationships with 75 of the most important researchers in the U.S. Its support of Small World Competition remains an important symbol in the field of its position among microscope companies. Business Communications/Wireless *PR Newswire Wireless Distribution* Desired Outcome Increase awareness among IR/PR firms of the positive aspects of wireless communications and press release distribution via wireless devices. Strategic Campaign Developed and launched a series of multimedia e-mails to editors showcasing PR Newswire’s improvements in technology, infrastructure, environment and content distribution policies. Developed and signed agreements with Palm, GoAmerica and several other wireless networks. *Result* Portrayed PR Newswire as "Wireless-Ready." Portrayed PR Newswire as the only full-text corporate news release service available through wireless distribution. Opened new content distribution channel, developing and growing sales. Not-for-Profit *GUIDING EYES FOR THE BLIND* *Sarah's Walk* *Desired Outcome* Raise awareness for Guide Dog organization and its inspirational message, capitalizing on one guide dog user, Sarah Smith, and her stated desire to walk from Boston to NYC. Do it all with <$30K budget. *Strategic Campaign* Found corporate sponsors for the walk, handled all logistics, accompanied Sarah on the 300-mile journey and publicized her accomplishment both regionally and nationally. Also convinced a major VNR company to work with us at special rates. Four major cities -- Boston, Providence, Hartford and New York -- were selected for press conferences and meetings with mayors, local celebrities. Ended with a news conference with NYC Mayor Giuliani.. *Results* Media impressions have been estimated at well over 40 million, 267% above plan. Placements include: NBC's Today Show, Boston Globe, New York Times, ABC World News Tonight and numerous national media outlets. The VNR was been seen by more than 20 million Americans. Guiding Eyes had raised $30K in walk-related donations by the second day of the walk. NOTE: This program received the Public Relations Society of America's prestigious Big Apple Award. Internet Marketing *Nikon Corporate* Desired Outcome Measure the effectiveness of public relations on the web compared to other marketing disciplines for scanners, plus film and digital cameras. *Strategic Campaign* Developed methodology for tracking consumer behavior on the Web that results from online PR versus online advertising. *Result* Quantitative data from year-long review revealed online PR generated five times more traffic than online ad campaigns. Business Services/Consultancy *Interbrand Positioning Campaign* *Desired Outcome* Help Interbrand, world’s largest branding consultancy, earn its "share of voice" in public discourse and become recognized for its branding expertise. *Strategic Campaign* Target five vertical markets where they had strongest story to tell. Developed articles, trade show attendance, speaking engagements, etc. Opportunistic PR: create pitches based on existing hot stories, set up company executives as gurus in the subject of branding. For instance, the VW Beetle story gave opportunity to pitch Nostalgia Marketing, .Superbowl provided Sports Branding opportunity, etc. Also selected top 20 top business media for relationship development and deskside briefings leading to major stories. *Results* Interviews with dozens of publications. Results included huge vertical market response, plus Wall Street Journal (3 articles), Business Wire, Bloomberg, CNN, Associated Press, Dow Jones, etc. Consumer Products / Health and Beauty *Crest for Kids* *Desired Outcome* Give brand a needed "shot in arm" -- fiercely competitive marketplace. Children’s Dental Health Month — February. Almost no budget -- ca $10-20K. *Strategic Campaign* Created Tooth Fairy Hotline. Used publicity to get kids to call in one day during Dental Health Month, took informal survey, publicized results. Sent out photo release, did media pitches, set up 800#. Took calls, surveyed kids: "How much money did you get for your last lost tooth?" Followed up with survey release. *Results* TV Guide, AP ran photo: 160MM impressions. >20,000 calls in one day. Survey release picked up by top media including wire services, TV: another 80MM impressions. Brand quickly stepped back into brand leadership position.