2 National Boutique Public Relations Firm Agency BackgroundNational Boutique Public Relations FirmSpecializing in fashion, footwear & consumer productsEstablished in 1997Located in New York, New York and Denver, ColoradoClients in the U.S., Canada and UKOutstanding relationships with fashion, footwear, stylists & lifestyle editors nationwideBest publicists in the business
3 Consumer Brand Experience Collective InternationalAirwalkVision Street WearSpyder Active SportsCommandos GroupCutter & BuckGiro EyewearGiro FootwearIrregular ChoiceEmu Australia
4 Consumer Products Account Team Christine Turner – President & CEOMariana Singer – Vice PresidentJeizel Pickett – Account ManagerErika Berg – Account ManagerRiegel Phillips – Account ManagerJulianne Christian – Account CoordinatorTracey Ornelas – Administrative Support
5 What Can Turner PR Do for You? PR GOALSGarner the maximum amount of targeted, quality media impressions.Ensure you are heard above the noise!Introduce your brand to its target demographic in a powerful manner.Position your products appropriately, extending the reach of branding and marketing efforts.Educate consumers & retailers about the features, benefits and spirit of your brand.Capitalize on your milestones, newsworthy stories, etc.Utilize the history of your brand, credibility of your management/designers, sales and distribution success, and notable alliances to create a buzz.Support demand by driving traffic and sales!STRATEGYCreate and execute an aggressive, comprehensive, proactive and creative public relations campaign to accomplish your brand awareness and sales goals.
6 Our Development & Implementation System Our unique “development & implementation” system extracts all information about a client, their product and PR goals. This information, coupled with our own research, will form a strategic public relations plan to garner the maximum amount of quality media coverage as possible.ImplementationTeaseLaunch Each AnnouncementMedia Follow UpInterview PreparationTrade ShowsSpecial EventsMedia Tours/Press Open Days in NY ShowroomCopywriting / EditingStrategy SessionsInterviews / Photo ShootsPR MeetingsPress Coverage MonitoringEvaluationDevelopmentAuditResearchPublic Relations PlanDevelopment of Media ListsDevelopment of Press Releases and all Press Kit MaterialsPrep Tailored Pitches per JournalistMedia Training
7 Case Study: Airwalk Objectives Garner consistent, quality consumer, broadcast, web & relevant trade media coverage for the brandGarner relevant Airwalk brand history PR in appropriate mediumsIncrease Airwalk’s web traffic, online visibility and social networking through an articulated ePR effort and to provide and submit content on behalf of the brandLeverage Airwalk’s marketing and promotional initiatives and leverage their innovative approach to connecting with youth audienceCapitalize on the visibility and of Airwalk’s team athletes and personalitiesBring relevant, affordable seeding opportunities to the table to support Airwalk’s branding including music and art events, celebrities, stylists and action sports eventsDevelop an ongoing cause marketing campaign in conjunction with Collective, bringing opportunities to the brand and telling the story in the mediaProvide an ongoing national presence for media to view and utilize product through our New York showroomEducate the local Bend market about Pronghorn’s involvement in the communityStrategyReach the appropriate editors, producers and reporters nationwide and in targeted local markets with tailored, relevant and newsworthy story angles so that each contact would feel compelled to report on the Airwalk brand. This, in turn, built the bridge between Airwalk and target consumers locally, regionally and nationwide.
8 Airwalk Case Study (Cont.) InitiativesConsumer Media Outreach: Trends, business, design, athlete & product interest storiesTrade Media Outreach: Brand marketing, initiatives, design & leadership storiesElectronic PR: Websites, social networking spaces, blogs & message boardsEvent Support: Trade show collection launches, unsigned Hero Music Showcase, Airwalk Gravity Games Amateur Tour
9 Airwalk Case Study (Cont.) ResultsMore than $1,000,000 in media value annuallyMedia coverage drives consumers to retail storesMedia coverage supports licensee/initiatives trade
11 Case Study: Cutter & Buck ObjectivesRe-Educate target buyers about Cutter & Buck as a product-led company and the leading global provider of exceptionally designed, distinctively original sportswearRestore and consistently drive corporate awareness messages to build the frequency and quality of coverage for the Cutter & Buck brand, its leadership team and company initiatives in the appropriate trade channelsGarner the maximum amount of consistent, quality media coverage among the golf trade and appropriate consumer channelsExtend the reach and frequency of Cutter & Buck’s brand messagingLeverage exposure opportunities for Cutter & Buck sponsored tour players including annika Sorenstam surrounding trade shows, tournaments, appearances at key accounts and charity alliancesDevelop a successful and meaningful product launch for Cutter & Buck’s Gen Y-focused CBUK line among targeted pressBuild on the Cutter & Buck brandStrategyTurner PR maintains consistent presence for the Cutter & Buck brand in relevant trade and magazines in the Golf, Specialty Retail (including Men’s and Women’s wear) and Corporate trades year round in support of the brand’s sales seasons.
12 Cutter & Buck Case Study (Cont.) Examples of InitiativesTrade Show Launch & Press EventsPitch Angles:Technical product storiesTrendsUnique designsAnnika Sorenstam’s sponsorship/lineAthlete collaborationsBusiness storiesSales successMarketing InitiativesLeadership Teams
13 Cutter & Buck Case Study (Cont.) Results8,816,077 impressions to date$2,634,615 in media value to date
15 Client Testimonials“In the relatively short time we’ve been working with Turner, we’ve been consistently impressed with the energy, enthusiasm and dedication of the Turner team. They bring key insights and industry expertise to every assignment. Christine and Mariana and their team have demonstrated an ability to quickly understand our brand, our people and our products and then translate this knowledge into results-oriented PR strategies.”–Kaia Akre, President, Cutter & Buck“Turner PR has done a great job for us. They bring both the depth and breadth of coverage of a large firm combined with the services and understanding of our brand and culture of a small, boutique PR firm.”– Bruce Pettet, President and CEO,Collective Int’l (Airwalk, Vision)“In one month Turner PR garnered more PR exposure for our brands than we accomplished ourselves in one year. Turner PR is the perfect combination a specialty PR shop, with the media relationships of a big city firm. And I’ve worked with a lot of PR firms over the years. You couldn’t find more wonderful people to work with. Call me if you’d like to talk about their capabilities.”–Linda Nielander, VP of Marketing, Airwalk Brand
16 Client Testimonials (Cont.) “I hired Turner PR almost a year ago. Right away I was impressed with their creativity and attention to detail. They are very professional and have helped to build better relationships between my company and the people we work with. Best of all, Turner had been able to secure more local and national PR exposure within their first few months than other firms did within a few years.”-Andy Macdonald, Professional Skateboarder,Owner of Andy Mac Skateboards, Footwear, Helmets & Pads“I have contracted with Turner Public Relations on behalf of three separate organizations involving different golf consumer products. In each and every case Turner PR has exceeded my expectations and delivered the SIZZLE. For a PR firm to come through once I consider lucky, twice I consider good but three times is pure SKILL. Respectfully.”-Wes Whittingham, former Director of Florsheim Golf"The Havana Joe brand would never have made it out of Spain and to the United States if it weren't for Turner PR’s help. Her ability to secure press coverage without advertising dollars was integral in establishing a new brand in the States. She landed our brand in numerous national magazines from Men's Health to Harper's Bazaar, national newspapers and national network television, including NBC's Today Show. Her strategies, persistence and professionalism helped our team tremendously."-Michael Saitowitz, former president of Havana Joe Boots & Shoes,responsible for bringing brand from Spain to U.S.
17 Client Testimonials (Cont.) “Being a Fashion Market Editor of Self Magazine, a magazine which delivers to over 5 million readers per month, I am in constant contact with hundreds of Public Relations firms. I can easily list the criteria needed to produce and maintain a successful PR relationship; up-to-date press releases and catalogs, prompt delivery of merchandise for time sensitive photo shoots, and most importantly, consistent enthusiasm over the labels represented. Turner PR has highlighted itself in every category above. Their level of professionalism ranks high, and I have found the company to be very personable. In fact, Mariana Singer has personally flown to New York to show both the Airwalk and Tehāma lines in my office (talk about VIP service)!! I, also, have never had any delays in sample deliveries, including the infamous editorial request for last minute clothing needed on next-day photo shoots! And, my favorite and most refreshing sense of Turner PR is the enthusiasm they show for each label. It inspires me to pitch their ideas to my editors and encourages my decision to involve the label in Self Magazine. Go Team Turner!!!”-Kate Wingard, Fashion Market Editor, Self Magazine