Case Study: Ellison
Achieving a Presence in National Media

Situation:
Ellison, a California-based manufacturer of educational equipment, wanted to expand into an emerging market. Its products already were in use in 70 percent of the elementary school nationwide. Ellison knew that its products were perfect for a rapidly emerging segment of the craft industry. Reaching this consumer-based market could be rapidly accelerated with a presence in local and national television and print media.

Solution:
Since crafts are visual and fun, Landrey & Company designed a media relations campaign that let Ellison's creative director, Sandi Genovese, bring craft projects to life in local and national media. Sandi already had extensive experience conducting workshops and appearing in instructional videos. We helped Sandi hone her skills with media training and gave her on-camera experience weaving key messages into interviews. Next, we began booking Sandi on local programs in the top-25 markets. The appearances gained exposure for Ellison's products and provided support for local retailers. Importantly, the exposure also demonstrated to the national networks the extent of consumer interest in this emerging market. Landrey & Company soon landed appearances for Sandi on Good Morning America, The View and Later Today. She also began regular appearances on highly targeted national cable programming such as HGTV. In addition, Landrey & Company secured editorial placements in dozens of daily newspapers and women's and craft publications that featured Ellison's products and Sandi's designs.

Outcome:
Ellison is now highly-regarded by the craft market for the quality, innovation and creativity of its products. Ellison's sales to craft stores increased dramatically and its Web site traffic increased by 25 percent. Plus, Sandi Genovese has become a recognized craft celebrity. Our campaign was so successful that we won an industry award. But more importantly, we built Ellison's brand and made a positive impact on its bottom line.