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Case Studies
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Start Spreading the News: 7-Eleven Makes a Brand New Start of It in New York, New York

711 logo

7-Eleven decided to rely on public relations and publicity to create awareness of their re-entry into Manhattan as well as honor Slurpee's anniversary, with no supporting print, radio or TV advertising budget.  On July 11th 2005, 7-Eleven hosted a grand opening celebration at their Manhattan store with area business leaders, media and the general public in attendance.  Over 20,000 7-Eleven pastries, muffins and other goodies were given out to New Yorkers with Jim Keyes, who was then 7-Eleven's CEO, hosting the celebration. 

Vorticom's branding campaign for 7-Eleven's New York store resulted in leading print coverage, reaching over 6M in total circulation including The New York Times, The New York Post, The New York Sun, The New York Daily News, Crain's Business New York and New York Magazine.  Broadcast media included NY-1 TV, WNBC-TV, and WB11 Morning NewsConvenience Store News, Convenience Store Decisions and Supermarket News also filed stories on the Manhattan opening. While an increase in stock price was not among the stated goals for the project, the publicity surrounding the Manhattan re-entry may have influenced the stock price.  The stock price on July 11 closed at 33.42, an increase of $2.07, the highest price the stock had been since the company's 1987 LBO. The company is now privately held. Additionally, while the store was open for business as of July 1st 2005, the volume of customers frequenting the Manhattan store doubled the week of Monday July 11th and has steadily increased in volume each week thereafter. 

Click to see the campaign coverage featured in PRWeek.

 

Entrepreneur Coins a Mint Empire

Momint logo

Anthony Shurman left the global management fast track behind armed with steely determination to coin his own mint empire and innovated a bold new product initiative in the $1B mint marketplace.  Momints', America's first liquid-filled peppermint breath mint, was available for sale in first quarter 2003.  That winter, along with a couple of sales folks, he personally peddled Momints, from store to store in NYC.  The weather was abysmal, the storeowners were cranky, and each individual sale was a laborious process.  While Shurman had coined an entirely new market category within the burgeoning mint marketplace, it was vital that the industry understood the scope of this exciting new consumer product offering.  Vorticom shed a national and international spotlight on Momints resulting in an award winning campaign and placements in thousands of consumer and business media outlets ranging from CNN, CNBC and Food Network to feature coverage in lifestyle, fashion and business magazines.

Click to read the PR case study featured in PRWeek.

 

Brighten Your World with Mood-lites

Moodlights logo

Kathryn Goetzke White left the global management fast-track behind determined to blaze a new path in the lighting sector and reduce the stigma associated with depression.  White, president of Innovative Analysis, was disenchanted by a lighting marketplace dominated with dull, ordinary bulbs and expensive accessories. 

Vorticom spearheaded Innovative Analysis' launch of Mood-lites onto the national lighting scene in November 2004. In addition to developing and launching Mood-lites, White founded a non-profit organization for depression called iFred (the International Foundation for Research and Education on Depression), dedicated to reducing the stigma associated with the condition.  Having experienced the devastating affects of depression with family members, White vowed to shine awareness on the illness and donate proceeds of the Mood-lites product line to iFred.  

Vorticom developed a series of key messages to succinctly demonstrate why Mood-lites colored the atmosphere of the specialty lighting marketplace as well as White's non-profile depression awareness work.  In order to attract the attention of national retail buyers from the major home improvement chains, Vorticom sent product samples and press kits to the top editors at the department and specialty trades read by these industries.  Vorticom arranged for the company's CEO, Kathryn White, to be interviewed by editors at a divergent array of industry publications including Residential Lighting, Mass Market Retailers, HSR: Health Supplement Retailer, College Store, Drug Store News, Product Alert and DSN Retailing Today.

Vorticom also targeted home editors at the top 100 DMA newspapers, shelter magazines, women's lifestyle, business and regional press. Vorticom's three month launch project resulted in over 100 feature placements including The New York Daily News, The Post-Standard, The Times-Picayune, HGTV, Time Out New York, Home, Romantic Home, InStyle Home, Entrepreneur and Woman's Day Budget Decorating. All of these publications committed sizable media coverage to discovering the industry's first affordable and safe individualized lighting product.

On the heels of this launch coverage, Innovative Analysis' secured national distribution deals with Bed, Bath & Beyond, Ace Hardware and Linens 'N Things.  Vorticom pitched top-tier business press the David vs. Goliath epic lighting sector story featuring White as the cause-focused entrepreneur who, despite a microscopic marketing budget, gained shelf-space and high impact sales vs. big budgeted competitors.  Entrepreneur magazine interviewed White with feature coverage in their October 2005 issue highlighting the importance of a focused public relations campaign to get Mood-lites noticed. Click to review sample press placements:

http://www.mood-factory.com/Press_Celebrities/press_news_2.html

 

Nicotine Charlie Meets Smoking Gum

xplgum logo

Vorticom's president Nancy Tamosaitis saw coverage breaking on "Nicotine" Charlie, the cigarette-addicted chimpanzee housed in South Africa's Bloemfontein Zoo. Vorticom recommended that XPL Gum thrown a lifeline to the nicotine-addicted chimp while gaining some brand points at the same time. XPL Gum, which was advertised to naturally help one's body break down and expel nicotine, donated a life-time supply of the healthful gum to the nicotine-addicted ape.