DBC PR+New Media
Consumer Practice
Ideas matter. So does experience. And execution. And results. At DBC we have it all. Our consumer practice has imagined and delivered top-notch communication and marketing campaigns that combine strategic creativity with true media savvy. From Oprah to Ellen, Hollywood to the heartland, we have the experience to put your brand on center stage and the execution finesse to make sure the lighting is just right. DBC learns the essence of your brand. We then dream up innovative ways to generate interest from your prime audience. With expertise in public relations and new media, our team combines strategic research with out-of-the-box thinking to outsmart the competition and deliver the biggest bang for your marketing buck. In other words: Ideas Matter.
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Smart.
Creative.
World-Class.
The soul of DBC is our team. Without their brains and dedication, none of this is possible. So we hire with intention and you reap the rewards.
It’s all about ideas. But not just any ideas—great ones. Creativity is only effective if it actually solves the problem. That’s why our brand of ingenuity is so useful; we may be thinking big, but we are always grounded in the real world.
We define world-class service as the point where Madison Avenue intersects with Main Street—combining highend creativity and exquisite execution. In our opinion, if it’s worth doing, it’s worth doing right.
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Smart.
Extend a Brand
The DBC consumer practice team has represented clients ranging from household names on the global stage to emerging brands to luxury products with high-end expectations. We understand the nuances of consumerdriven marketing and can identify the creative twists and extra touches that will elevate your product or company above the fray.
After a quarter-century in catalog/online sales, Ballard Designs, a manufacturer of Europeaninspired home furnishings and accents, decided to open its first retail store. The company challenged DBC to manage both the public relations and event coordination for the debut. To play up the Ballard Designs brand, DBC created a European open-air market theme for the event and implemented a PR campaign focused on the local Tampa media and national home décor trades. The event and accompanying media coverage were a hit. Not only did more than 600 VIP guests accept the invitation, DBC secured over 4.5 million media impressions within the Tampa market. Among these were three placements in The Tampa Tribune, including a front page story in the Home Section the week of the soft opening. Defying convention, we also convinced The St. Petersburg Times to feature the new store, even after the story ran in the rival hometown paper. DBC also supported the launch story in the industry, securing articles in the top three home décor trade publications—HFN, Furniture Today and Multi-Channel Merchant—ensuring that everyone knew Ballard Designs was breaking into new territory.
RETAIL OPENING: BALLARD DESIGNS
Create Editor Interest MEDIA OUTREACH: ACE PAINTS
Ace Hardware wanted help positioning their stores as the ultimate destination for paint. DBC was challenged to develop a campaign that would cut through the clutter in an already crowded marketplace and entice editors that already had established relationships with other paint companies to try Ace Paint. Our solution: “You Say Where, We’ll Be There”—a unique campaign created by DBC to target magazines. It not only provided editors with Ace Paint for their next home makeover project, but also included the added bonus of having DBC secure professional painters to do all the work. Whether editors needed one wall, one room or several rooms painted, Ace was there to offer a helping hand. This campaign generated an overwhelming response from editors. DBC secured placements for Ace Paint in leading magazines such as Better Homes and Gardens, Cottage Living, Country Home, Country Living, Family Circle, Home Magazine, Metropolitan Home and Southern Living . . . to name few! www.dbcpr.com
Creative.
Conquer a Trade Show
Whether communicating a brand’s core values in new and creative ways or launching a new product or service, DBC creativity stands apart. It is firmly grounded in business results so the connection to your brand is instant and long-lived.
Companies seeking to launch products at consumer trade shows need a way to stand out in a crowd. Faced with more than 60,000 other products competing for attention, Mars Drinks knew they needed help shining a spotlight on their new product during the 2006 International Home and Housewares Show in Chicago, IL. DBC dreamed big and secured a write-up with photo on the front cover of the show's top publication. Building on the momentum of that center stage placement, DBC also secured more than 30 additional media interviews during the show, including Wall Street Journal, Better Homes & Gardens and Good Housekeeping. The resulting buzz helped the client land its biggest retail account to date, placing their product in 2,000-plus stores nationwide.
BRAND LAUNCH: MARS DRINKS
Master Product Integration PRIME TIME PROMOTION: HAIR CUTTERY
In 2005, Hair Cuttery was preparing to expand its franchise operations and wanted to create significant momentum and morale around this strategic initiative. DBC’s consumer practice led a product integration deal with NBC’s The Apprentice, where an entire challenge centered on the show contestants competing to successfully open new Hair Cuttery salons, a perfect tie-in with the company’s goals. DBC topped off the product integration with strategic media relations before and after the Hair Cuttery episode aired. Upholding all disclosure agreements, we were able to generate interest in the episode by alluding to the hair-raising moment when Donald Trump allowed a contestant to inspect his infamous hairstyle. The results yielded over 300% increase in targeted leads for the franchise business and over 350% increase in web traffic to franchise application downloads within the first week of the show airing. Cross marketing programs continued to leverage the event, extending the return on investment. www.dbcpr.com
World-Class.
Harness Star Power
There’s a difference between getting a job done and getting it done well. That’s where you’ll find DBC. We’re not afraid to reach for the moon, and we have a wonderful rapport with the stars.
Smith+Noble, a purveyor of custom window treatments, wanted help positioning itself as the leader in its class. The DBC team decided that one industry leader deserved another and worked diligently to create a partnership with the media leader, Oprah Winfrey. Through a close relationship with producers, DBC forged a free and exclusive relationship that made Smith+Noble the sole window treatment provider for The Oprah Winfrey Show. With every home or room makeover episode, Smith+Noble earned brand mentions and product showcases. Considering the global reach of The Oprah Winfrey Show, Smith+Noble has received near-infinite media impressions and an enjoys a connection with the global endorsement power of Oprah.
DBC SERVICES OPRAH!: SMITH+NOBLE
Dominate the Media
DBC SERVICES FULL-FORCE COVERAGE: FRONTGATE
Frontgate, a high-end catalog offering unique home décor, sought to increase its brand identity as a leader in outdoor luxury products. DBC developed key messages emphasizing “The Frontgate Difference” and showcasing the company’s summer products. Customized media outreach to 100+ targeted media, whose audience demographics reflected the ideal Frontgate customer, resulted in over 61 million media impressions. Frontgate and its products were written about in The Wall Street Journal, Los Angeles Times, New York Times, Washington Post and USA Today, as well as local market papers such as The Arizona Republic, Orlando Sentinel, Tampa Tribune and Seattle Times. Products were also featured in Cigar Aficionado, Departures, Elle Décor, Home, House Beautiful, InStyle, Robb Report and US News & World Report. By leveraging long-standing media relationships, DBC also secured Frontgate products in two NBC TODAY Show segments, as well as a three-minute segment on ABC’s Good Morning America. Fox News Channel’s Fox & Friends dedicated a two and a half-minute segment solely to Frontgate’s summer products. From coast to coast, if they were talking summer living, they were talking Frontgate. www.dbcpr.com
DBC SERVICES Public Relations
New Media
Product Launches
Product Placement
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• Blog Design and Development • Blog Editorial Planning • Blog Promotion • Blogger Outreach • Blogger Training • Daily Blog Content Creation • Facebook Campaigns • Google AdWords/SEM • Interactive Design • Social Media Strategy
• Direct Mail Campaigns to Media • Media and/or Consumer Launch Events • Satellite Media Tours • Viral and Grassroots
• Award Show Gift Bags and Lounges • Celebrity Endorsements • Film and TV Product Integration
Media Events
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Award Programs Brand Development Cause-Related Marketing Media Outreach Media Tours Media Training Messaging and Positioning Press Conferences Speaking Opportunities VNR and B-roll Development
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Editor Events Stunts Retail Store Openings Trade Show Management and Support
Copywriting
Biographies Case Studies Collateral Corporate Website Content Media Advisories Presentations Press Kits Press Releases Speeches
The DBC team welcomes the opportunity to learn more about your business goals and marketing objectives in order to determine if our experiences, capabilities and passion are a fit for your brand.
CONTACT:
Melinda Adamec, SVP, Consumer Practice DBC PR+New Media 1050 Thomas Jefferson St., Suite 300 * Washington, DC 20007 * 202.292.4562 * Melinda@dbcpr.com www.dbcpr.com
Mission. We match dedicated professionals with exceptional clients to achieve enviable communications results. We deliver these results within an extraordinary customer service experience that balances true teamwork, inspired by creativity, hard-line analysis and flawless execution.
Promise. To treat your organization with the same respect as we treat our own.To make the right decisions and not necessarily the easy ones. To be good to our clients, ourselves, our families and our community. To listen with focus and purpose.
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