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Sep 24 2013

Pure & Co.

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Challenge:

Pure & Co. is the parent company of two women’s fashion brands, Pure Handknit and Neon Buddha, that is based outside of Toronto, Canada with solid U.S., Canadian and UK distribution. Pure & Co. came to Avalon for help to increase overall consumer awareness by driving coverage throughout the mainstream press.

Avalon was also tasked with supporting the sales team in the promotion of local events held at North American retailers. Lastly, Avalon’s challenge was to promote awareness of Pure & Co.’s fair trade and eco-friendly initiatives in the company’s manufacturing facility in Thailand.

Strategy:

After developing solid messaging to communicate Pure & Co.’s mission to produce high quality, unique, fair trade women’s clothing, Avalon implemented aggressive targeting in the competitive fashion, women’s interest and business media.

With targeting of the consumer and business media underway, Avalon began working with the company’s sales reps throughout the continent to organize and promote fashion trunk shows at local retailers.

In order to promote the company’s fair trade and eco-conscious initiatives, Avalon promoted, planned and worked with company executives to execute an editor tour to the Pure & Co. headquarters in Chiang Mai, Thailand.

Results:

By promoting several trunk shows each month, Avalon cultivated regional media coverage of the brands and their retailers, which in turn drove sales and support of the sales team. The media tour to the company’s headquarter resulted in increased awareness of the brand and its operations and culminated with an 8 page global fashion spread in Elle Canada.

Avalon’s national and regional media outreach resulted in a significant increase of coverage and awareness of the Pure & Co. brand throughout North America. National coverage highlights include placements in Calgary Herald, Globe & Mail, National Post, Women’s Wear Daily, Epoch Times, Organic Spa, Extra! TV, Cityline TV, US Magazine, Life & Style Weekly, Woman’s World, Fashion Magazine, Entertainment Weekly, People Stylewatch, Pilates Style, Elle and others.

Sep 24 2013

Kalencom

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Based in New Orleans, Kalencom is a multi-faceted domestic and international manufacturer of fashionable diaper bags and accessories. More than just diaper bags, Kalencom’s collection also includes accessories such as insulated bottle holders, pacifier pods, changing mats, quick change kits and potty training products.

CHALLENGE

As a multi-faceted domestic and international manufacturer of fashionable baby products and accessories, Kalencom’s target market is new and expecting parents and families with young children. With the baby product industry in North America overflowing with countless competing brands, Avalon’s challenge was to solidly position Kalencom as the trusted market leader.

As the brand was established, Avalon worked to introduce the expanding product line in order to drive continual consumer awareness and acceptance while supporting the retail channel with meaningful product coverage.

STRATEGY

In order to differentiate the brand from others on the market, Avalon developed powerful messaging to communicate the brand and features of the product line. The team then aggressively targeted appropriate media by introducing them and educating them on the brand in order to secure consistent coverage of the product line. As new products were introduced, we launch those while maintaining focus on driving interest of the existing product line. The goal of the PR program is to create overall brand awareness in order to facilitate consumer acceptance and drive sales.

RESULTS

Avalon’s results have helped to establish Kalencom as a respected leader in the baby product market. Consistent media coverage is generated on a regional, national and North American level. In addition to countless media mentions throughout the trade and regional press, major magazine coverage has included Baby Talk, Parenting Early Years, Pregnancy & Newborn, Oh Baby!, Working Mother and others. Kalencom is currently positioned for growth in North America, Europe and South America.

Sep 24 2013

ThermaCELL

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Challenge:

To engage the women’s interest consumer media in an already populated industry of trusted brands

Strategy and Objectives:

ThermaCELL and Avalon Communications began working together to increase brand recognition and overall consumer awareness within a different audience than the already established consumer. Avalon’s Communications challenge was to create recognition of the ThermaCELL Mosquito Repelling brand within the women’s interest audience.

When ThermaCELL came to Avalon Communications, the brand had, for the most part, successfully achieved brand awareness within the target verticals of hunting, fishing, and beyond. However, ThermaCELL had recently launched their Patio Lantern product that was geared at not only the outdoorsy person but the outdoor entertainer with an eye for décor. Developed with a more sleek design for women in mind, the Patio Lantern launched with a traditional public relations campaign. Avalon Communications and the ThermaCELL team successfully pursued a daunting task of introducing a new mosquito repellant into an already saturated market. The following year, ThermaCELL launched another lantern, at a lower price point yet just as aesthetically appealing for the women’s interest audience.

For the launches of both lanterns, Avalon Communications objective was to establish brand relevance among women, moms, and families in both the US and Canadian Markets. Secondary objectives have been to also keep in mind the Outdoor lantern for relevant stories along with the handheld appliance.

Results:

Avalon Communications succeeded in securing impressions in national magazines including: Woman’s Day, Good Housekeeping, GQ, All You, Better Homes and Gardens, Handy, Men’s Journal, HEALTH, Shape, Today’s Parent, Jet, Popular Science, and many others. National newspaper coverage secured as a result of the PR program has included the Miami Herald, New York Times, Philadelphia Inquirer, Atlanta Journal Constitution, Boston Globe, Denver Post, Globe & Mail, Seattle Times, The Week, and others.

Avalon’s efforts also established the ThermaCELL media presence throughout the Canadian market place thereby actively supporting the brand’s prominent retailers in that market, Wal-Mart and Canadian Tire.

Avalon’s public relations support and counsel has successfully reinforced the brand awareness of ThermaCELL’s Mosquito Repellant Options and the firm continues to promote the ThermaCELL product line with an all-inclusive public relations campaign.

Sep 24 2013

MS Run the US

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Challenge

MS Run the US was preparing for their first annual cross-country endurance relay, in which runners would run a series of back to back marathons across the nation. Avalon was hired to attract and secure runners, secure financial and product sponsorships and promote the event throughout the course of the 6 month relay.

Strategy

A comprehensive communication and outreach strategy was developed for MS Run to raise awareness of the fight against multiple sclerosis while partnering with media throughout the country to attract runners and sponsors in their area to join the cause. Once runners and sponsors were secured, the overall promotion of the event began.

A core element of the campaign was to secure endurance runners across the nation to participate in the event. Avalon created a “Call to Runners” which, in part, helped the organization to secure the 14 runners who participated in the 2013 relay.

A second element of the campaign was to help strengthen the existing partnership between MS Run the US and its main financial contributor, Money Mutual and to secure product donations for the relay participants. Avalon created a “Call to Sponsors” and reached out to several companies who donated product throughout the relay and aided MS Run the Us’ efforts to strengthen their relationship with Money Mutual by securing interviews with journalists and broadcast engagements across the country for both the founder, Ashley Kumlien, as well as Money Mutual’s celebrity endorser, Montel Williams, renowned syndicated talk show host. Through a collaborated effort with Montel’s publicist and president of his foundation, Montel agreed to be a spokesperson for the organization and met with Ashley Kumlien at several segments during the relay where they promoted and discussed the relay with journalists and on broadcast segments.

The final element of the campaign was to secure media exposure for the organization as well as the runners. Press collateral was created and distributed to the media across the country while ongoing discussions and interaction with regional and national media drove a consistent flow of awareness throughout the country.

Impact

In addition to securing athletes to run the race and sponsors to fund it, Avalon’s efforts generated over 150 articles and televised segments throughout the course of the cross country relay. From its start in Santa Monica, CA to its finish in New York, NY, coverage and awareness of the MS Run athletes and cause culminated to a lasting impact on the communities through which it passed and all who watched in amazement as these runners fought daily to run unbelievable distances to support their great cause. Existing sponsorship relationships were strengthened and new sponsors were secured for future relays. Due to the overall success of the event and communications program, a second annual MS Run the US is now in the works.

Sep 24 2013

Child Baby and Maternity Expo

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Challenge

How do you educate the American Baby Product Industry on the International Opportunities for Business Growth?

Strategy and Objectives:

CBME, Child Baby and Maternity Expo of China came to Avalon Communications seeking Public Relations, Marketing, and Event Planning for a Business Seminar to be held at the ABC Expo in Louisville, Kentucky. The main challenge was time – with less than 6 weeks to research the attendees of the ABC Expo, Avalon’s main objective was to assist CBME in the translation and promotion of their exhibit at the Expo in order to attract ABC Exhibitors to the luncheon to learn more about the CBME Expo offered in China as well as other international locations.

While Avalon Communications niche is Consumer and Trade Media, we also specialize in event planning. With this fast and furious campaign, we had several objectives, including Event Planning, where we created a budget, secured a location for the luncheon, finalized the menu, secured bi-lingual interpreters from across the country, secured an event photographer, finalized the luncheon program and acted as the liaison between any vendors for the success of the event. Avalon Communications also facilitated onsite marketing of the luncheon to the attendees and exhibitors of the ABC Expo and coordinated social media to create buzz around the event to the attendees of ABC.

Results:

In only 4 weeks, Avalon successfully planned and executed the legwork for the team in China and secured nearly 100 RSVP’s to the U.S-based luncheon. By driving awareness of CBME and cultivating media relationships at the Expo, Avalon broadened CBME’s relationship with the ABC expo planning committee and solidified the partnership for the following year. Additionally, Avalon’s efforts effectively opened significant national and international opportunities with American companies in the baby/children’s industry for future years.

Sep 10 2013

SPIbelt

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CHALLENGE

Founder, Kim Overton, conceived the idea for SPIbelt™ on September 17, 2006, while jogging with her key tucked into her bra top. Thinking, “there’s got to be a better way”, she went home that day and assembled the first sleek, no-bounce small personal item belt in red.

In 2007, Spibelt partnered with Avalon to drive awareness and acceptance throughout the consumer marketplace. Over the years, the PR challenge has evolved along with SPIbelt’s product line. With new products for tech gadgets, pets, diabetics and even children, the demographic of potential consumers expanded and the challenge became to create brand awareness within the emerging markets while solidifying the overall Spibelt brand in the United States.

STRATEGY

Avalon immediately created a clear set of objectives for SPIbelt’s PR program that would raise brand awareness. The goals of the program included:

  • Create clear, simply, yet differentiated messaging to educate potential consumers about SPIbelt’s product line and establish SPIbelt as a must-have for a hands-free lifestyle;
  • Introduce SPIbelt’s product line to relevant media contacts at national and regional magazines, national and regional television programs, newspapers, online sites and trade publications;
  • Secure media coverage on a national and regional level to increase brand awareness among potential consumers.

RESULTS

In 2008, SPIbelt had just one employee and revenue of $1.1 million. In just three years, SPIbelt added 11 employees and its revenue had grown by 325% to $4.6 million in 2011. This incredible growth has in part, been fueled by Avalon’s success with media placements and establishing brand recognition in the marketplace.

Since working with Avalon, SPIbelt™ has been featured on CNN, The TODAY Show, The Rachel Ray show, Good Morning America, INC Magazine, Austin Business Journal, SHAPE magazine, SELF magazine, Runner’s World, Better Homes & Gardens, MORE Magazine, Energy Times, Oxygen Magazine, Chicago Tribune, Orlando Sentinel and countless other national and regional publications.

Available in over 30 countries, SPIbelt™ has become the recognized brand people turn to when looking for a simple and secure means to carry their small personal items.

Honored with the #175 spot on the Inc. 500 list of America’s Fastest Growing Companies in 2011 and the #979 spot on the Inc. 5000 list in 2012, SPIbelt’s goal is to continue to create products that help keep things in your life simple and safe.

Sep 09 2013

Bambooee

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Challenge

To launch a new, emerging brand and product line in the U.S. and Canadian marketplace.

Strategy

Bambooee came to Avalon with a limited understanding of how Public Relations would support the extension of the brand and product line in the consumer market place. Avalon implemented a targeted strategy throughout the U.S. and Canadian consumer media to communicate the benefits of using the reusable, washable Bambooee product.

The strategy was two pronged in its approach. First, Avalon launched the brand and products as must-have component to any home and kitchen. Second, Avalon actively targeted health and environmental media for coverage of the brand and product as an important component to preserving the environment. By coordinating the official brand launch with Earth Day, Avalon was able to effectively pursue both opportunities for exposure at once.

Results

Avalon’s efforts throughout the 18 month program to date have solidified the Bambooee product line in the consumer marketplace in the United States and Canada. By driving media awareness of the product line and driving sales to key retailers including Williams Sonoma and Costco in the U.S. and Giant Tiger and Sobeys in Canada, Avalon supported Bambooee’s sales efforts to expand the brand’s reach into the retail chain while also increasing overall consumer acceptance.

To date, Avalon’s efforts have generated hundreds of media impressions for the Bambooee product including national exposure in Good Morning America, Oprah.com, USA Today, Chatelaine, Woman’s World, Veg News, Parenting Magazine, Natural Health, Delicious Living, Modern Dog, City Style & Living, AM New York, Indianapolis Star, Cincinatti Enquirer, Sacramento Bee, Kentucky Enquirer, Seattle Times, and others.
Environmental and trade coverage are also very instrumental for Bambooee and Avalon’s successes have included placements in Natural Foods Merchandiser, Whole Foods Magazine, Natural Awakenings, Organic Authority, Tree Hugger, Envirothink, Center for a Better Life, New Hope 360, Record Searchlight and others.

Recently, the Avalon team has been focused on generating broadcast TV exposure for the brand and in addition to Good Morning America, coverage has included Fox 25, Fox 31, Fox 5, New Day, Morning Blend, King 5 and others.

Sep 09 2013

Hadaki

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CHALLENGE

HADAKI, the stylish collection of fashion totes, wallets, bags and tech cases was designed with mobility in mind needed to differentiate itself from a competitive marketplace and effectively establish the brand throughout a wide spectrum of target markets and demographics.

STRATEGY

Avalon’s initial strategy was to create powerful messaging that would clearly explain the key features and differentiators of the Hadaki brand. This messaging was used to pursue and secure media consumer media coverage in fashion and travel publications on a regional and national level. As the initial awareness was building, Avalon expanded Hadaki’s messaging to secondary and tertiary verticals including technology, teen interest, family interest, fitness, yoga, beauty and jewelry that would serve to drive continual momentum and consumer acceptance.

By using consumer media to firmly establish the brand in the marketplace, Avalon’s goal was to create acceptance while also supporting the company’s retailers on the regional, national and North American level.

IMPACT

Avalon’s efforts generated over 80 editorial features and mentions of Hadaki in the first year of representation including coverage in Woman’s Day, Woman’s World, Canadian Family, Working Mother, Fitness, Vogue Knitting, Yum Food & Kids, Diane, Girls’ Life, Destination Weddings & Honeymoons, Men’s Health and many others. The use of traditional media has driven consumer awareness and acceptance while the use of a proactive social media component has facilitated direct interaction with the brand’s consumer base.

Today Hadaki is an established international brand with a proven retail and consumer base throughout North America, Europe, South and Central America and the Caribbean…..and expanding.

Ready to talk about driving exposure for your brand and products? Contact us today