Industries and client examples:
HEALTHCARE:
Jaira’s Salon, NJ: Led New Jersey cosmetic salon owner in contesting the ban of Brazilian waxing salon service that was proclaimed illegal and represented 80% of her business revenue base. Created a media relations and community relations campaigns, positioning owner as the representative for thousands of spa and salon owners in New Jersey.
Engaged support of professional salon and spa association to write a position statement and recruit additional industry support; secured national/international media coverage; developed a grassroots event engaging thousands of salon owners and customers who turned out to protest and send prepared documents to the Attorney General and Board of Cosmetology.
Story became breaking news and drove national and international media attention including high-profile news report from Rush Limbaugh show, multiple Brazilian media outlets, and bloggers nationwide. New York Post New York Daily News Fox News NJ ABC6 News Associated Press (resulted in expanded coverage in NY and NJ) Marie Clare UK
Outcome: Governor of New Jersey instructed Director of Consumer Affairs to contact the Board of Cosmetology to stop the ban, modify regulation language, and legalize the service. Client opened second location and thousands of salon and spa professionals celebrated the win. Official documents Associated Press suspension of ban NBC News FOX News
Children’s Hospital of Orange County CA: publicity for children’s events
Various Phoenix Metro dental offices: publicity on sedation dentistry and dental makeovers
Health Oasis and Anti-Aging Institute, Scottsdale – build awareness of seven natural medicine practitioners specialties and community events.
The Fibromyalgia Wellness Center, Scottsdale: publicity to build awareness of condition television
The Coalition of Arizona Acupuncturists, Phoenix: media campaign to build awareness of dangers of dry needling procedures by physical therapists in Arizona.
NONPROFITS:
Beer for Brains Foundation, Phoenix: Yearly Epicuriad event fundraiser to raise awareness of a non-profit organization of craft-beer lovers, distributors and brewers, who are committed to raising public awareness about brain cancer with funds to support brain cancer prevention and research.
Aunt Rita’s Foundation, Phoenix: Responsible for strategy and execution of consistent media relations and event publicity campaigns to raise awareness of HIV/AIDS within the Phoenix Metro community and Arizona. Worked with the organization for four years.
- Event publicity for yearly fundraising events: AIDS Walk, RED is the Night, Viva Aunt Ritas and RED Brunch as well as World AIDS Day with community viewing of NAMES Project AIDS Memorial Quilt and Art for Aunt Rita’s.
- Yearly awareness campaigns such as National HIV Testing Day for English and Spanish speaking citizens in partnership with Mayor Greg Stanton and First Lady Nicole Stanton.
- A successful 2019 statewide media launch of Get Tested AZ, a new HIV testing initiative in Arizona that added 118 new free HIV testing locations in partnership with Walgreens, Sonora Quest Laboratories, Albertsons/Safeway pharmacies. This new program supports the overall goal of the Arizona Department of Health Services to have 90% of all HIV positive persons in Arizona tested and identified.
- Significant milestone: Presented urgent medical epidemic affecting the Black community to leadership at Arizona Community Foundation’s Black Philanthropy Initiative. Introduced the state of HIV in the Black community to leadership at Arizona Community Foundation (ACF) to champion AIDS/HIV education and awareness.
Introduced leadership at ACF to Executive Director of Aunt Rita’s Foundation, on the front lines of AIDS/HIV education and awareness in Phoenix Metro community for decades. A partnership was developed resulted in monthly meetings and creation of a full-day ‘Blacks and HIV Town Hall’ with over 50 influential Black community leaders. Then ACF’s Black Philanthropy Initiative with 12 other community collaborators hosted the ‘Because We Care Community Forum and Resource Fair,’ which was designed to educate and address HIV in the Black community. All events increased participation of the Black community to AIDS Walk and RED Brunch yearly fundraisers to continue ongoing education and outreach.
Techforce Foundation, Scottsdale: publicity campaign to build awareness of the organization that assists in career development and placement in transportation technology. KAET PBS Phoenix
Faith House Agencies, Glendale: Lilith Fair Concert with Sara Brightman and Martina McBride to raise funds for domestic violence shelter. Consistent PR efforts elevated the director to being top media expert on domestic violence issues/crimes.
Interviews with victims of domestic violence for story by AZFamily news anchor inspired her to create, produce and recruit Phoenix Metro TV anchors from all local stations to participate in domestic violence public service announcement that aired on local stations. Never had this been done.
The Real Gift Foundation, Scottsdale: media relations campaign for the Fundraiser for 11th Annual Thanksgiving Dinner. Results: Implemented urgent media relations campaign for nonprofit to raise $75,000 in two days to pay for Thanksgiving dinners, already committed for, to serve homeless school children and their families. Raised over $80,000 to provide 3,650 dinners feeding 22,000 people. Biggest drive ever.
Food drive to feed Phoenix-area homeless kids may fall short – AZ Republic – Nov. 19, 2010
Donations save Phoenix group’s Thanksgiving – AZ Republic – Nov. 24, 2010
School Solutions segment – KPNX 12News
Boy Scouts of America, Grand Canyon Council, Phoenix: increase of 45% in media coverage during the capital fundraising campaign positively impacted the efforts to reach their goals.
Glady’s Taylor McGarey Foundation, Scottsdale: Media relations campaign with Naomi Judd as spokesperson as keynote speaker for fundraising dinner event. Secured several key media interviews to share her recent cookbook and she addressed her recovery from Hepatitis C using natural medicine.
RESTAURANTS/DINING:
Angie’s Lobster, Tempe, AZ location: Publicity for drive thru launch by former founders of Salad and Go drive-thru concept. Saturated Phoenix Metro media resulting in opening day sales that exceeded owner’s projections. Sample coverage: AZFamily Yahoo News FOX10 Phoenix Taste of the Town Arizona Republic/AZCentral
Purchase of Lobster Wharf in Maine cover story Phoenix Business Journal Bangor Daily News Q97.9 Radio
Salad and Go, Gilbert, AZ: Publicity for drive thru launch in Phoenix Metro market. Full Phoenix Metro media coverage. (lost majority of media clips via computer crash) NBC 12News
Mastro’s Drinkwater’s CityHall Steakhouse and Ocean Club Kierland – grand opening events in Scottsdale.
Sweet Republic Artisan Ice Cream: media launch of Scottsdale location securing extensive Phoenix Metro print and TV coverage resulting in national coverage: Bon Appetit Magazine Sunset Magazine
TLC (The Learning Channel) Best Food Ever – Fab Food Carts Food & Wine Magazine USA Today: USA’s Best Ice Cream Parlors Food Network Time Magazine Over three years of consistent media coverage increased sales at local retail store, inclusion in high-profile local events, prominent restaurants added flavors to their menus, AND Whole Foods Markets requested multiple flavors to sell at Phoenix Metro locations.
Einstein’s Bros. Bagels: Phoenix Metro community events; profiled Christmas ornament building parties at Phoenix Children’s Hospital.
Original Gravity, Phoenix:Media relations campaign to build awareness of new chef and restaurant offerings. Sample media secured. Chef asked to participate in Girl Scout Cookie Dessert Challenge FOX10 Arizona Morning
MEDIA:
DOGTV: Coverage for Valentine’s Day promotion of DOGTV romantic comedy filmed in Phoenix Metro to raise awareness of the streaming platform app created specifically for dogs.
Naturopathic Doctors News and Review, Scottsdale: Monthly medical journal to Naturopathic Medical Doctors (NMD) in America and Canada. Increased awareness of publication to build subscriptions. Secured interview for publication with Dr. Mehmet Oz announcing Honorary Naturopathic Doctorate Degrees from Bastyr University for himself and his wife and share the value naturopathic medicine has for patients.
Wrench Nation Car Talk Radio: assisted in building the brand, producing the show as well as booked weekly guests from around the world. Guests included: Tony Hunt stunt driver from movie: Ford v Ferrari; onsite interviews at Barrett Jackson Car Auction 2019; Blake Alexander NHRA; Megan Meyer NHRA Dragster Winner; Nick Sutton – The DeLorean Story; Mitch Bishop and Mark Raffauf International Motor Sports Association; TechForce Foundation – shortage of transportation technicians
SPORTS/FITNESS:
Studio Joe Pilates: Media campaign for husband and wife team trained by protege’ of Joseph Pilates who owned a full-service studio in Scottsdale, AZ. Media coverage built awareness and increased class attendance and memberships.
KARVE fitness studio: Mesa and then second location in Scottsdale: publicity campaign to introduce Arizona’s original ballet barre fitness studio. Build class attendance and memberships.
Karve Studio Lindon, UT: new business media launch to build class attendance and memberships.
National Women’s Baseball Association: media relations to build awareness. Feature story in Phoenix New Times sharing the league’s founder sharing the importance of the sport.
Certified triathlon training center Phoenix Metro
BUSINESS SERVICES:
Asphalt Unlimited, LLC., Kennesaw, GA: Publicity campaign to introduce new app that forecasts liquid asphalt pricing with original algorithm to B2B audience. Media coverage reached 85% of leaders and executives in the industry. Asphalt Contractor Magazine Asphalt Pro Magazine and Associated Construction Pubs LLC. where story appeared in all 13 publications nationwide.
Desert Car Care of Chandler: Automotive service center (client of seven years; with consistent monthly coverage, client became media expert in Phoenix Metro market for consumer automotive care stories, breaking news, weather preparedness.)
- Built awareness through consistent Phoenix Metro news coverage for seven years positioning Frank Leutz, CEO/owner of the business, as a Valley automotive service expert. Leutz provided monthly consumer car care segments which aired on KNXV ABC15 mornings for several years monthly, and AZFamily KTVK Good Morning Arizona. Television news utilized Leutz’s expertise on breaking news and ABC15 asked Leutz to create top specific segments like monsoon safety and preparedness and ABC15’s Operation Safe Road.
- Developed public awareness campaigns in partnership with Chandler Police Department that received valley-wide television coverage.
- Summer related stories Keep children and pets safe during summer heat.
- Nominated business who received community recognition and awards.
- Thought leadership within the industry; Leutz was elected to National Automotive Service Association Mechanical Operations Board, a sought after national industry speaker at conventions, national industry trade publication interviews.
- Launch of national Wrench Nation Car Talk Radio Show. Assisted in radio show development, hiring of website producer, graphic design to create logo, create strategy for social media posts and building audience following, produced show, booked guests from around the world. Show was also launched as a podcast distributed to all podcast platforms. Guests were national and international experts on topics of car culture, celebrity racing figures, car authors, inventors, technology and cybersecurity experts, etc.
- Managed Leutz in talent negotiations as expert spokesperson for Chevron Techron TV video series.
Fastsigns on Central, Phoenix: Promoted viewing party for franchise owner winner of CBS hit series “UnderCover Boss.”
CSK Auto Phoenix: Carried out first outside media relations campaign ever in the history of the company to target Phoenix Metro market. Earned media valued at over $100,000 in three-months, exceeded expectations and led to leadership utilizing public relations efforts in marketing mix nationwide.
SPECIAL EVENTS/FESTIVALS:
Faith House domestic violence shelter: Glendale: ‘Wall of Sorrow’ dedication ceremony with Ron Goldman family in attendance; Lilith Fair fundraiser with Martina McBride and Sarah McLachlan at large outdoor concert facility.
Desert Car Care of Chandler: Annual events – 7 years – Don’t Drink & Drive with MADD and Chandler Police Department; 6 years of Teacher’s Back to School Appreciation
Sweet Republic Ice Cream: Scottsdale: “Free Ice Cream for First Responders ” on September 11.
US West National Festival of the West, Scottsdale: Publicity campaign secured first-time national coverage for popular six-year event in USA Today Travel section which resulted in international exposure. Festival owners received national award for event excellence and following year the event enjoyed a 35% increase in event attendance.
Arizona Hot Air Balloon Festival: Media relations campaign securing coverage with all local TV stations.
Retail:
Bounty Hunter, Telluride and Scottsdale: publicity to announce store in Scottsdale selling exclusive European clothing and Italian leather jackets.
Regalia, Phoenix: publicity for boutique jewelry and clothing retail store.
Government:
Arizona Governor’s Office for Women and Children: Promoted first statewide publicity campaign for domestic violence awareness in partnership with Arizona Department of Revenue to inform the public about the opportunity to donate money to this statewide issue through their tax form. Statewide media interviews included domestic violence victims, law enforcement, state political representatives, behavioral health representatives. Results of campaign exceeded projections by 65 percent and campaign renewed for following year.
Pets:
Arizona Equine Rescue: breaking news story – emergency rescue team conducted dramatic helicopter airlift of horse stranded on sandbar. Articles published by the Associated Press and UPI circulated to major newspapers and industry publications internationally including USA Today, The Washington Post and Equine Chronicle. Rescue covered by all Phoenix television stations, FOX, ABC, CBS, NBC, with details obtained from minute-by-minute updates on my business Twitter account. Story went viral world-wide and covered by hundreds of news outlets.
UPI Article
Equine ChronicleFox News Reuters
Vail Daily
Huffington Post
Otago Daily Times NZ
6ABC Philadelphia
San Diego Union Tribune
Seattle Times
“Happy Valen’Tails: Adopt a Pound Dog Week” Phoenix: publicity campaign resulted in 89% of dogs at risk for euthanasia available at Phoenix county shelter successfully adopted, over 120 adoptions! Campaign included public education through media personalities and local politicians to support the issues facing pets in the rescue system, the importance of adoption and fostering.
Pet rescue organizations: Panacea Animal Wellness Sanctuary, Chandler. Animal advocacy storiesand investigative animal abuse stories
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