Case Studies

Outreach to Special-Needs Kids: Sensitivity and Flexibility Are Key

May 17th, 2010 by

Beverley Gordon, founder and CEO of Safehaven, a respite center in Toronto, has partnered with numerous organizations in her 20 years in the business. Her advice when interacting with special-needs children and their families? Mainly, show sensitivity.

Case Study: Tourism Bureau Extends Hospitality to Local Families With Special-Needs Children

May 17th, 2010 by

Tourism Toronto developed a comprehensive CSR program based on three pillars.  Two of those pillars, sustainability and training, were already supported by a comprehensive green program and training scholarships at nine Ontario schools of Hospitality and Tourism.

Case Study: Agency Shines Fashion Spotlight On Dept. Store Chain

May 10th, 2010 by

Panorama PR helps Belk, a national department store chain, stay in the fashion press’ focus by running media tours built on personalized meetings with the brand’s resident trend guru.

Protecting the Critters and Promoting Brands Humanely

April 26th, 2010 by

Key to working with an animal-related brand is maintaining a sanctified reputation when it comes to the treatment of animals. To establish this reputation, Grand Central Marketing turned to the American Humane Association, an advocate for the humane treatment of animals for 70 years.

Case Study: Meow Mix Promotes Message to ‘Think Like a Cat’ With Celebrity-Driven Media Tour and Branded Game Show

April 26th, 2010 by

In 2008, seeking to refresh its year-old “Think Like a Cat” campaign for Meow Mix, Del Monte turned to Grand Central Marketing to find new audiences able to see the world through a cat’s eyes.

Case Study: Media Push Anything But Frugal as Agency Promotes Redeeming Qualities of Online Coupon Sharing Site

April 19th, 2010 by

RetailMeNot.com, a Web site owned by Melbourne, Austailia-based Stateless Systems, was created to help consumers save money and enjoy a hassle-free discount shopping experience online. The creators developed a platform that leveraged the power of consumers by enabling shoppers to contribute coupons and then rate their usability.

How to Make Your Campaign Video Viral-Ready

April 12th, 2010 by

The Greater Philadelphia Tourism Marketing Corp. was able to create a video with staying power. While it’s tricky to predict what will strike a chord with consumers, “Love” videographer Ted Passon provides insights into making a video that stays within a reasonable budget.

Case Study: Philly Tourism Board Revives Hotel Occupancy With Public Fanfare and a Healthy Dose of Digital Love

April 12th, 2010 by

The Greater Philadelphia Tourism Marketing Corp. created the Philly Overnight Hotel Package in 2001 to boost tourism post-9/11. By 2009, the two-night package was becoming old news. GPTMC’s in-house PR team and new-at-the-time specialists in social media sought new ways to spread the Philly love.

Selling The Big PR Idea: Keep It Simple, Build Support

April 5th, 2010 by

When Cisco Canada’s director of corporate affairs Willa Black came up with the idea of the One Million Acts of Green campaign, it was a risky proposition to sell, both internally and externally. Here are some tips from Black on pushing your Big Idea through:

Case Study: Environmental Zeal and Strong Coalition Drives Canadians to Commit One Million Acts of Green

April 5th, 2010 by

Cisco’s green campaign challenged Canadians to make positive environmental changes in their daily lives, reinforcing the company’s new tagline: "Welcome to the human network."