Client Studies
The Reynolds Group – Steve Reynolds (The Reynolds Group) is a top morning show talent coach/consultant working with radio shows in the top markets in the United States.
Objective: Although the Reynolds Group is highly successful, the company has never been marketed. Much of the business is through referrals, The Reynolds Group wanted to develop a brand identity to position the company for the future to create demand for new clients through advertising, public relations and direct mail. In addition, The Reynolds Group wants to position itself as a top tier consultancy with clients in the top radio markets in the country.
Results: The Reynolds Group is well positioned in the marketplace with an increased awareness and identity. Plans are to continue the campaign in 2011 to maintain the brand equity that was built during the initial campaign.
Capitol Records
Radio Marketing for various Beatles, Beatles-related and various Classic Rock projects including: The Beatles “Love” CD, The Beatles “Help!” DVD, Ringo Starr’s “Liverpool 8” CD, Beatles CD Remasters, John Lennon 70th Birthday CD catalog reissues, The Beatles “1962-66” and “1967 – 1970” reissues and the Apple catalog reissues, the Beatles “1″ reissue, Pink Floyd “Dark Side of the Moon” reissue, Bob Seger live remastered CDs, the Beach Boys “Smile” and others.
Beatles Remastered catalog campaign:
Objective: To create exciting on air events and contests to raise awareness, demand and airplay for the Beatles Remasters by mobilizing all appropriate radio stations across America to celebrate the release of the Beatles remasters on 9-9-09 by proclaiming it “Beatles Day” in America.
Results: 105 Classic Rock, Classic Hits/Oldies, Rock and AAA radio stations participated in Beatles Day which impacted a weekly audience of 145 million impressions (up from 85 million during the previous weeks) and 12,628 spins (audience and airplay based on Mediabase monitoring service, making the Beatles the most heard and played artist at all three formats. Media value for the promotion was estimated to be $7 million with a total of 15,000 live and pre-recorded radio promos. First week sales for the remasters were estimated at 500,000 CD retail scans.
Omnibus Press – the world’s largest specialist publisher of music-related books.
Objective: Provide national marketing and public relations for “The Rolling Stone Years” written by Rolling Stone Magazine’s first chief photographer, Baron Wolman.
Results: The book sold out its first printing in less than a month and ranked #1 on Amazon’s Photography Portrait and Photojournalism rankings. Media placement included interviews on CNN, Rolling Stone Magazine, DailyBeast.com (Newsweek), national radio broadcasts and dozens of newspaper features.
New Jersey Photo Expo 2011 – New Jersey’s largest photo expo presented by Bergen County Camera
Objective: Create publicity opportunities to promote the New Jersey Photo Expo and its presenting client Bergen County Camera.
Results: Expo revenue up 50% over previous year. Tickets sold out in advance. The Expo was featured on New York City morning TV (WPIX) and many local and regional newspapers, websites and blogs.
MediaEKG
MediaEKG is a start up research company that developed a new technology to gather radio listener and TV viewer feedback quicker and less expensively than traditional techniques. They provide insights into the performance of their programs along with actionable recommendations on their findings.
Objective: Creating awareness for the new brand. Making the brand credible to the audience by building a trust factor between the company and its potential customer. Explaning the new technology and the benefits (cost, quick turnaround) to potential media clients.
Results: Campaign emphasized the positive impact on the shows (benefits), not the technology. See What’s Working….. Launch was so successful that in a few years the company was acquired by Coleman Insights, the premiere media research company.
knowDigital – a consumer research company dedicated to new media, technology and the digital space
Objective – Publicize knowDigital research based “Quick Looks” at various new media issues of interest.
Result – Set up a series of webinars that replicate the knowDigital’s research presentations. Publicize through radio trade publications.
Ringo Starr Art/Celebrity Arts
Celebrity Arts is the international publisher of former Beatle Ringo Starr’s limited edition fine art work.
Objective: Publish and launch a new self published book featuring Ringo Starr’s artwork, his photos and quotes with no marketing budget. The book was limited to only 200 copies worldwide and was numbered and hand signed by Ringo. These books retailed for $495 plus shipping and 100% of Ringo’s proceeds were donated to a charitable foundation. These books were only available through mail order and were not carried in any traditional bookstore. In addition to aiding in the production and promotion of the book, I was also assigned the task of fulfillment of the limited edition orders both domestic and international.
Results: The limited edition ($495) book sold out in a few weeks. Orders were placed from all over the world. The story was picked up by wire services and the Beatles news boards and fan sites. USA Today ran a story on the book, TV shows such as David Letterman and the Today show asked to have Ringo on as a guest to talk about the book (Ringo was preparing for a tour and would not do any interviews for the book.
Anna Webber – Rock & Roll and portrait photographer
Objective: Introduce Anna’s work and reputation to the music and corporate world in order to increase her business.
Luellen Smiley – Growing up with Gangsters
Objective: Set up speaking engagements, interviews and create a profile for Luellen Smilley whose father Allen Smilley, was Bugsy Siegel best friend and confidant. Luellen grew up in a gangster household where everyone she know was involved in organized crime.
Coleman Insights
Coleman Insights helps media properties build strong brands and develop great content.
It is the premiere radio research company. Coleman Insights combine state-of-the-art and traditional research methodologies, glean insights from the information produced by those methodologies and draw on their extensive experience to help develop a strategic game plan to aid media properties to break away from their competition.
Objective: To remind and motivate radio executives to call Coleman Insights in order to maximize their radio station(s) potential by developing strong content and building a strong brand.
Results: Campaign is still being finalized with a late Fall launch.
Rock Art Show
The Rock Art Show is a radio station-branded event, featuring over 250 framed drawings, paintings, lyrics, photography, posters, gold records, animation and other art forms from Rock artists that matter to a classic rock/oldies format in a cool, upscale setting. Radio stations will bring their listeners closer to the artists and the radio station. It’s a visual representation of the radio stations playlist with tremendous opportunities for radio sponsorship.
The Rock Art Show has been touring radio stations nationwide. It has become an annual benchmark promotional event for many stations providing a great programming tool as well as a sales vehicle for the host radio stations. It has received local and national media coverage.
Rock Billboards – Radio Station Advertising with a Promotional Hook
Rock Billboards/Classic Rock Billboards is a high end photo licensing business representing famous rock photographers who not only license their classic rock shots for radio billboards, websites and vans but also provide a promotional hook and media opportunity for the radio stations by conducting newspaper, tv, web and on air interviews, giving away copies of their featured photos, making gallery appearances and more.