Publicity Ink is the only small
public relations agency in Atlanta that specializes in creating publicity
for new technology businesses. We utilize both traditional and non -traditional
tactics to create press opportunities for your business.
Case Histories
Client. AuctionAtlanta.com
Objective: To generate
media interest in the new local auction site to establish initial customer
and business-to-business client base.
Strategy: Created series
of twenty press releases which updated progress of the auction site, the
company, executive staff members, and charity involvement.
Results: AuctionAtlanta
was a published feature in several local publications including the Atlanta
Business Chronicle, CityMag, Georgia Trend, Competitive Edge, The Atlanta
Journal Constitution and The Marietta Daily Journal. Positive press exposure
also aided the startup company to land the crucial second phase of capital
fundraising necessary to expand other city-specific auction sites nationally.
Quote: "The people
at Publicity Ink are good at coming up with headlines and story angles
that capture the media's interest. This is very important for my business
as my potential partners and investors can do a news search on the Internet
and find a variety of stories about my business." Arthur Jackson, CEO
of MyCity Auction.com
Client: The March of Dimes
EVENT: The Ride For Healthier
Babies
MEDIA PROMOTIONS (Print):
Created unique, four color print ad series and negotiated free ad space
in seven national motorcycle magazines (American Rider, Cruising Rider,
Easy Riders, VQ, Full Throttle, Quick Throttle, Eagle's Eye). Hired and
supervised graphic design, copywriting, and art direction. Also placed
full page, four color ads in local publications (Jezabel and CityMag).
(Broadcast): Wrote and co-produced a new television spot with Whoa films,
featuring authentic bikers and actors. Handled all local TV distribution.
PSAs aired 64 times on local television stations: WGNX, Media One, CAMA,
Discover, Lifetime, CNN, and TBS during the month of September. (Broadcast
Radio): Wrote and Co-Produced unique PSA radio spot including locating
voice-over talent, supervising studio session and distributing finished
spots to radio media. This PSA aired on several local radio stations throughout
metro Atlanta and surrounding cities for a period of three weeks prior
to event.
Wrap Around Events:
Molly Hatchet Concert, The Buckhead Bikers Ball, Barnacles Battle of the
Bikes, Bike Night in Buckhead, Bike Night at Celebrity Rock, Divas for
Babies, Jezebel Tongue & Groove VIP Party, Peter Fonda Look-a-Like Contest,
Boss Hoss Sweepstakes, Bikers in Buckhead Pub Crawl, Pre-Ride Rally, Award
Ceremony, Marshal Tucker Band and JB Walker ending concert.
Press Coverage: Approximately
95 articles were written by the media relating to the Ride, March of Dimes
key people, and events leading up to the Ride for Healthier Babies since
January 1997. Six national magazines did feature stories on the event
for 1997, seven more national publications ran feature articles and cover
stories about the 1998 ride.
Public Involvement:
The number of registered participants in the ride went from 500 in 1997
to 7,000 in 1998. Bikers from 23 other cities made the trip to Atlanta,
just to attend this event. In addition, 1,000+ members of the non-biking
general public lined the streets to watch.
Lobbying: The Mayor
of Atlanta allowed the Ride for Healthier Babies to include Peachtree
Street in the ride route. This is the first time in Atlanta's history
that motorcyclists were allowed to conduct a massive event of this scale
on Peachtree Street. Two hundred and fifty sheriff's reservists helped
traffic control and several street sections were closed off while the
charity bikers completed their route.
Event Logistics: Feeding
9,000 people breakfast and lunch. Stage set ups, sound system for the
Marshall Tucker Band, Six PR and editorial photographers, security for
the celebrities, Security for the public and vendors.
Media Relations: Took
care of seven media executives, writers and photographers in town to cover
the event. Escorted editors, senior VP's and four out of town photographers
to and from hotels to action sites. Handled live morning show radio interviews
with Peter Fonda on 99x. Peter and Erik Estrada were also interviewed
on Star 94, Z-93 and 96 Rock. The event was covered on two local television
news station and three radio stations. Peter and Erik were also featured
on FOX and on CBS the Friday before the event.
Bottom Line Results: This
1998 ride was the most successful in the March of Dimes history, raising
$1.3 million dollars in donations (up from $350,00 raised in 1997). Key
national corporate players are now on board as Presenting Sponsors for
future events including Anheuser Busch and Piasano Publications.
According to Glenda Ridley,
Special Events Coordinator for The March of Dimes, "We got national publicity
for the first time in eight years! They are miracle workers!"
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