Case Study
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AB Steak by Chef Akira Back
Open or CloseObjective To develop a public relations and marketing program for the launch of a new restaurant concept in San Francisco for acclaimed Michelin Star Chef, Akira Back.
Implementation Hollenbeck Group worked with an international investment group to partner with Chef Akira Back to build a multi-million-dollar new restaurant in San Francisco. The agency met with Chef Back and his COO to develop brand launch and media strategies. Press releases and related media materials were developed and dropped. A website and related social media outlets were created and launched. Initial marketing materials were developed along with brand guidelines.
Results
Akira Back’s international portfolio of restaurants will reach over 20 locations in 2020. AB Steak in San Francisco is expected to open in early-to-mid-2020. The project continues to generate world-wide media attention. The agency continues to work directly with Chef Back and his team to assure the continued success of his brand. -
Comcast
Open or CloseObjective
To develop and implement a public relations program targeting communities in the San Francisco Bay Area.
Implementation
Hollenbeck Group has worked with Comcast for the past two years on a wide range of projects. Publicity materials, cause marketing programs and special events have been developed and implemented including product launches for Comcast Services, MTV Networks, LOGO and SOAPNet.
Results
Comcast subscriptions have increased in target markets and important political, consumer and business alliances have been generated. Editorial print, broadcast and on-line media stories have been generated and overall consumer goodwill has increased. -
Infusion Beach Club
Open or CloseObjective To develop and implement public affairs and public relations strategies and programs to position a new resort hotel and entertainment venue in Palm Springs for success
Implementation Hollenbeck Group has worked with entrepreneur Chris Rosas on his hotel and nightclub projects around the world for nearly ten years including Infusion Lounge, Hotel Fusion, and C-Two Hotels. When Chris decided to develop his first flagship Infusion Beach Club concept in Palm Springs, California, the agency was consulted in the preliminary planning stages prior to property selection. Hollenbeck Group provided advice on all aspects of the project from brand development to community positioning. Hollenbeck Group introduced Chris to the owners of an existing property and facilitated plans to remodel and develop it into the new IBC. Hollenbeck Group assisted in promoting the property through its remodel, building community and political support for the new project, and developing public excitement and interest for the new IBC concept. Social media, public relations and promotions plan were created to garner local, regional and international media attention for the venue. Strategies were developed and implemented to assure facility redesign and planning were consistent with local standards and expectations.
Results
Relationships have been established both within the official ranks, i.e., elected city officials, appropriate city planning boards and advisory committees; as well as among influencers: hotel concierges, event planners, sponsors, and promoters. The agency’s media outreach has generated press coverage in international markets, including China, France, UK, Spain, and Germany. The agency has created community interest/support sponsorships of local events including Modernism Week, Cinema Diverse, Palm Springs Pride, the Ocotillo Club and The Center. The project is now complete and is surpassing revenue and occupancy forecasts. -
Neuro Vitality Center
Open or CloseObjective
To take a new functional beverage product from formulation to concept to full roll-out to national retailers.
Implementation
Hollenbeck Group was engaged by Lotus Elixirs while the product was still in the development phase. The agency provided advice in the actual final formulation/ingredients and flavor profile. Lotus Elixirs consulted with Hollenbeck Group in every aspect of marketing from brand positioning to development of sales strategies. A comprehensive campaign was developed to support wholesale, retail, and online sales of the product. The agency also directed all social media and public relations efforts including sampling programs and product placement programs.
Results
Within six months of launch, Lotus Elixirs secured distribution in over 500 health food, convenience, and grocery stores in Southern California. It was chosen as the Editor’s Pick at the Natural Products Expo West and has been featured in hundreds of digital, print, and broadcast editorials including a segment airing on the Discovery Channel and on NBC News Your Health Matters. Distribution is now expanding across the West Coast and into Texas. It is expected to reach national U.S. distribution in 2016. The Hollenbeck Group continues to represent this fast-growing botanical beverage company that is on-track to become one of the top selling functional beverages in the world. -
Trader Vic’s
Open or CloseObjective
To develop and implement a public relations program promoting the Trader Vic's parent company, brand, and restaurant group worldwide.
Implementation
Hollenbeck Group successfully implemented a publicity plan to garner international print, broadcast and electronic media coverage for Trader Vic's. The plan included developing guidelines and templates for public relations programs in fifteen countries. Press materials targeting hospitality, food/wine, business, lifestyle, general consumer and trade press were designed and distributed.
Results
Within the first month after engaging Hollenbeck Group, public relations efforts resulted in worldwide coverage in hundreds of print, broadcast and electronic media outlets including the SF Business Times, Arabian Business, Forbes.com, Yahoo! Finance, Nation's Restaurant News, Yacht Vacations and Charters, and the Asia Observer. Additionally, all major search engines including AOL, MSN, Yahoo!, Google now reference Trader Vic's media coverage. -
Wells Fargo
Open or CloseObjective
To provide support to numerous Wells Fargo Divisions. Wells Fargo Bank has worked with Hollenbeck Group for over 10 years, entrusting the Agency with various information design and public relations projects.
Implementation
Work performed for Wells Fargo includes:- • Publicity Campaigns
- • Press Releases
- • Internet Websites for www.wellsfargo.com
- • Power Point Training Presentations
- • Division Identity Packages
- • Consumer Marketing Tools
Results
Hollenbeck Group is an approved vendor with preferred status and has received widespread recognition and praise from bank executives for its work. -
NetLine Corporation
Open or CloseObjective
To develop and implement a public relations program that would support business development and investor relations for Netline Corporation’s three websites: NetLine.com, TradePub.com, and RevResponse.com.
Implementation
NetLine Corporation is a leading B2B performance-based integrated marketing company that provides targeted online lead generation and marketing services for Advertisers, Marketers, and Publishers. Hollenbeck Group was engaged by NetLine Corporation to develop public relations strategies and ongoing promotion programs for its various business units. The agency created targeted campaigns reaching technology, business, retail, trade, finance, and lifestyle press. Press releases, media advisories, media guides and various online promotions were created to generate international attention.
Results
Thousands of print, broadcast and online media hits were secured including coverage in Inc. Magazine, Entrepreneur, Billboard, the Wall Street Journal, AOL, MSN, Tech Now, Wired, Yahoo Finance, and NBC-TV. Executives at NetLine credit the campaign for generating new business development opportunities and increasing the company’s valuation. -
Beanfield’s Chips
Open or CloseObjective
To develop and implement a complete marketing strategy targeting national natural food stores, grocery stores, and health-conscious consumers that would support retail growth and consumer sales for this start-up company.
Implementation
Beanfield’s engaged the agency when the business was in the concept phase. The agency was engaged to assist with development of product flavor/texture profiles and an overall marketing/brand strategy. A complete marketing plan was developed and implemented that included a messaging campaign, logo, brand guidelines, package design, website, social media platforms, sell sheets, POP materials, sampling program, public relations campaign, and advertising plan/program.
Results
In the first six months, Beanfield’s secured retail distribution in 400 stores. It received accolade at the Natural Foods Expo and won several new product awards. Sales velocity was supported by hundreds of reviews from trade and consumer publications. Contests were created for mommy bloggers that resulted in millions of impressions and hundreds of product testimonials. The agency’s “Crispylicious” slogan was embraced by thousands of Beanfield’s fans and hundreds of editorial feature stories created a groundswell of support from snackers, and health enthusiasts and wellness practitioners. Today, nine years after launch, Beanfield’s Bean & Rice Chips can be found in tens of thousands of retail stores around the world and the company continues to experience dramatic growth and success. -
Cloud Crowd
Open or CloseObjective
To develop and implement a public relations program promoting CloudCrowd.com that would generate brand awareness and position the company for business development and investment opportunities.
Implementation
Hollenbeck Group implemented a plan to garner international print, broadcast and online media coverage for CloudCrowd.com. A general strategy/plan was developed along with a Q&A, boilerplates, press releases, and media guides for CloudCrowd.com and two of its subsidiary brands; EditZen.com, and TranslationZen.com.
Results
Within six months after engaging Hollenbeck Group, public relations efforts resulted in worldwide coverage in hundreds of print, broadcast and online media outlets including USA Today, TechCrunch, PressHere, NBC Television, ABC Television, Network World, TechWatch, and StartUp Nation. The agency also secured a position for CloudCrowd in Entrepreneur Magazine’s “100 Most Brilliant Companies” list. CloudCrowd attributed its press coverage for securing a number of major business development deals and for supporting the close of a $5.1 million dollar investment round which ultimately led to its acquisition by CrowdSource. -
Natural Color Coalition
Open or CloseObjective To develop an initiative for the natural color industry to promote the use of natural colors in food, replacing artificial dyes.
Implementation Hollenbeck Group developed the Natural Color Coalition name/brand and designed and developed a website and social media outlets. Concept to launch, was completed in 60 days along with the development and implementation of an international public affairs and public relations program.
Results
The Natural Color Coalition was welcomed by consumers and industry partners, alike, as a credible outlet for information on the use of natural colors in foods. In just six months, millions of social and news media impressions were generated, influencing the further use of safe natural food color, in addition to new government policy consideration and regulation.