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.
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!"