Results generated on behalf of our clients:
Sperlingreene offers high level experience sectors including
- Professional Services
- Events Management
- Consumer Goods
- Legal and Public Advocacy
- Sustainabile Industries
Spring Bank Community Bank For The Underbanked
CHALLENGE: Spring Bank, the first bank headquartered in the Bronx in 30 years, made the decision to launch this community bank into the competitive Manhattan market of Harlem. They turned to our firm to shape messaging, build awareness, community support and a Harlem launch press conference and event that would win over the community and attract customers. The target audience was government, small business and community leaders as well as the local “underbanked” community.
ACTION: First, we developed messaging that communicated the bank’s distinct dual mission: serving New York City’s underbanked community and its underserved small businesses. Then executed outreach to hundreds of key stakeholders in the community ranging from Congressman to leaders of nonprofits. We planned an ambitious press conference with the goal of bringing together as many key opinion leaders as possible, and an evening celebration. For customers, we ran a promotion for new bank accounts. Finally, we executed a media campaign designed to communicate the bank’s mission to a skeptical audience.
RESULT: On the day of the opening, more than 50 community leaders showed support at a successful press conference with public comments by Congressmen, Members of the City Council, The Commissioner of the Department of Consumer Affairs, and The Office of The Manhattan Borough President. Consistently positive press coverage included major coverage in Time, the NY Daily News, The Amsterdam News, Crain’s NY, WNBC-TV, NY1 and key blogs. An evening reception was well received by more than 100 invitation-only attendees. This outreach program continues resulting in new partnerships with The Harlem Business Alliance and other community groups, leading to an increase in deposits, lending and awareness for Spring Bank.
Goya Foods, Leading US Hispanic Foods Company
CHALLENGE: Promote nation’s leading Hispanic food company to a mainstream and culinary market in face of indifference and negative quality perception. Launch more than 50 new products into market. Serve as sole outside PR resource providing general market consultation and internal and external communications services.
ACTION: Developed multi-messaging platform designed to reach various target audiences. “Translated” information into general market vernacular. Invited mainstream journalists into the organization to de-mystify the Hispanic food giant while at the same time securing the company’s participation in high-profile, upscale food events. Promoted Hispanic cuisine as the next big American Food Trend.
RESULT: Elevated the Goya name over a five year period from an exclusively ethnic brand to one with broad general market appeal to the point of inclusion in Parade Magazine’s annual “What America Eats” issue. Developed and implemented large scale special events including the company’s 60th Anniversay and the sponsorship of a Francisco de Goya Exhibit at the Metropolitan Museum of Art that included a 40-foot Goya Banner on walls of The Met.
International Home Foods, Leading Food Holding Company
CHALLENGE: Serve as sole outside AOR to execute PR for brands under private holding company including Chef Boyardee, Crunch ‘N Munch, Jiffy Pop, Polaner All Fruit, Dennison’s and PAM Cooking Spray. Demanded focus on measurable promotion and product sales with eye to positioning the company for sale to major player.
ACTION: Blew life into long-standing, lifeless brands through publicity initiatives, unique special events, national media tours, product launches and repositionings, on line activity and collaborative projects with IHF’s advertising, direct marketing and sports marketing firms.
RESULT: Entertained 20 national food journalists for a Weekend of PAMpering at Canyon Ranch in the Berkshires. Developed an amateur comedy contest for Dennison’s Chili and conducted a national give away of a Bed & Breakfast in Vermont for Polaner All Fruit. The contest received tremendous national publicity resulting in thousands of entries, and was judged by notable journalists and television personalities. The media attention assisted in the company’s sale to food conglomerate Conagra Foods.
CENfuel, Cleantech Venture
CHALLENGE: Given less than 30 days to generate targeted placements and additional media coverage to establish credibility for new, patented, but unknown Australian technology that produces an ultra-clean coal derived fuel on behalf of unknown private Australian firm. CENfuel is developing proprietary chemical processes to refine coal and coal waste into value-added carbon products including industrial carbons, activated carbon, silica, and alumina.
ACTION: Took no holds barred approach, investigating in fast-track education and implementation, developing white paper and full press kit targeting key influential Cleantech media, created concept of “clean coal” exhibit as part of West Virginia press conference and presentation.
RESULTS: Secured a total of 15 positive and well-positioned detailed stories in top industry outlets including Platts Global Power Report, Platts Coal Outlook, SouthEast Power Reporter, Megawatt Daily, Public Utilities Fortnightly and IO Energy as well as NPR Radio.
Cynergreen Eco-Friendly Bottles
CHALLENGE: Raise awareness for Arkansas-based start up manufacturer of eco-friendly stainless steel water bottles competing against better financed competitors. Generate PR for online store as well as not for profit venture supporting eco-clubs in public schools.
ACTION: Conceived event at NYC public school to launch Harlem’s first eco-club and focused effort on social media effort, working to leverage support in Mommy Blog through online promotions and relationship building.
RESULTS: Achieved critical mass in mommy blog exposure and first offline TV, radio and print exposure. Harlem school event led to strong NYC TV and print coverage. Twitter, Squidoo and Mommy blog promotions increased sales over Xmas season with great success.
FalconStor, First Software Only Storage Solution
CHALLENGE: Launch industry’s first software-only storage networking company, gain acceptance of their IP managed services solution and secure relationships within the channel. And do it all in a matter of weeks in preparation for a public offering.
ACTION: Swiftly ramped up on clients business and technology, developed all messaging and marketing materials and moved aggressively to partner announcements, feature stories, media and analyst briefings.
RESULT: In a 10-week period, 70 stories were placed including front page coverage in InfoStor and Network World, enabling firm to launch product successfully at Storage Networking World Conference as key new player in the category, leading to $200 MM IPO within 6 months of launch.
Phoenix Labs, Nutritional Products
CHALLENGE: Launched weight loss nutritional product as part of rollout into smaller health food and vitamin shops nationally.
ACTION: Conceived Video News Release campaign tied to industry trade show and tapped prominent university researcher demonstrating evidence for pyruvate’s effectiveness.
RESULT: Resulted in 239 local TV media placements in 3 month period increasing trade distribution and lifting sales by 38%.
Secure Web/Webwasher.com, Siemens-backed Security Suite
CHALLENGE: Launch controversial Siemens-backed ad blocking and filtering freeware/licensed product aimed at B2B marketplace into crowded US market against opposition of online marketers and media properties. Germany-based firm offered no US customers or partners.
ACTION: Positioned product as true protector of Internet privacy and control, offering win-win solution for ad marketers and consumers, tied news opportunistically to relevant breaking news events, executed aggressive PR effort seized on P3P as promotional opportunity.
RESULTS: 20 million impressions in 6 months totaling 71 stories, branded trade events including New York Times and Wall Street Journal, successful analyst and media tour. Rebranded ad blocking tool as esecurity solution, Spearheaded client’s presentation before Senate Subcommittee. Within 2 years, company was sold to Secure Computing and renamed Secure Web.