Case Study: PR Agency Blends Old and New Retail Communications Tactics For Hardware Chain’s Launch of New-Look Stores


Not a Drop In the Bucket: Crowds were plentiful at the grand openings of five Orchard Supply Hardware stores, held over four months and engineered by Silicon Valley-based agency PRx Digital Company: Orchard Supply Hardware Agency: PRx Digital Timeframe: August 2012 - Nov. 2012 The year 1931 was a tough one for farmers in San Jose, California. Two years of drought and crop failures, plus the Great Depression, brought plenty of economic woe. Thirty farmers, mostly prune growers, considered buying their farm supplies as a cooperative. Each farmer put up $30 and Orchard Supply was born.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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