5WPR

BACKGROUND

Please describe your company and your position there.

I am the marketing director for Black Button Distilling. Communications planning is part of my responsibilities. Our goal this year was to expand our awareness from local to national and increase sales by over 30% through a mix of paid, earned and owned marketing efforts.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire 5W Public Relations?

We hired 5W to assist in building Black Button Distilling's reputation and credibility on a national level. Projects included a national PR campaign highlighting our key products, FET tax support and our founders leadership. In addition, 5W was tasked with creating an influencer campaign targeting both micro and mid-level influencers in the spirits industry.

What were your goals for this project?

Our goals were to increase awareness and reputation on a national level and grow e-commerce sales correspondingly.

SOLUTION

How did you select 5W Public Relations?

We conducted a national search of PR agencies known for their work in the spirits industry. Of the four invited PR agencies, 5W demonstrated the strongest market insights and most creative PR strategy direction. It is clear they did their homework regarding our needs and provided a plan that would separate us from our competition.

Describe the scope of their work in detail.

After selection was made, 5W provided an in-depth marketing plan that laid out the direction for the remaining months. We meet biweekly to report on progress and discuss the plans moving forward. When needed 5W moves quickly to produce press releases on pertinent industry issues.

Most recently 5W turned around a press release in less than 6 hours for an FET tax issue that was vexing our industry. Additionally, 5W is active in reaching out to editors introducing them to our products.

In less than 4 months, 5W made over 50 industry contacts, producing a significant amount of industry press. They also developed a 5 person influencer campaign that generated over 48K interactions.

What was the team composition?

5W has four direct contacts working for us. Each person has a role and all are responsive to our needs.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

See comments above. This year, in addition to the PR press impact and the influencer success, our business has grown by over 200% in the e-commerce arena. We know much of this is due to the PR and influencer buzz that 5W has generated.

How effective was the workflow between your team and theirs?

5W is extremely responsive to our needs. Our team has never had to wait more than 1 or 2 for a response. This I feel is one of their greatest strengths.

What did you find most impressive about this company?

Their passion and desire to make us succeed is what we find most impressive about 5W. They have all the big PR influence, but work with us on an intimate level that is fast, personable and responsive.

Are there any areas for improvement?

Most of our meetings are over conference call, having a zoom-type meeting every now and then would be helpful in creating better team connections.

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing at a small kitchen appliance manufacturer.

OPPORTUNITY / CHALLENGE

What challenges were you trying to address with 5W Public Relations?

We hired them to secure press for our company.

SOLUTION

What was the scope of their involvement?

They secure organic press coverage for us with publications like Buzzfeed and People. They’re the primary point of contact for these media outlets, so they act as an extension of our team. We discuss what priority products we’re pitching and what specific angles we’re looking to capture. From there, they handle outreach and act as a liaison between the media outlets and us.  

What is the team composition?

We work with Rachel (Assistant Account Executive), Julia (Sr Account Executive), Marijana (VP Consumer Packaged Goods), and Dara (President). 

How did you come to work with 5W Public Relations?

I found them when I was doing some research on PR firms in the New York and New Jersey area. They’re an award-winning agency, and they presented themselves far better than their competitors. They’ve also worked with clients similar to us. 

How much have you invested in them?

We’ve spent close to $150,000 so far. 

What is the status of this engagement?

We started working with them in October 2019, and our relationship is ongoing. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They send us reporting on how many users our articles are reaching and how many people are searching for our products. We also did some sales tracking on Amazon. For example, one of our air fryers was featured in People Magazine. The day after that piece was published, we saw an influx in sales. Their services have had a positive impact on our business. 

How did 5W Public Relations perform from a project management standpoint?

They’re in constant contact with us and always asked questions when needed. They’re highly communicative. We don’t have many harsh deadlines, but we haven’t had problems with delays. 

What did you find most impressive about them?

Their ability to work independently is impressive. They take the initiative and don’t need a lot of guidance or hand-holding. 

Are there any areas they could improve?

I hope they’ll continue to work hard to pitch more top-tier media outlets on our products. 

Do you have any advice for potential customers? 

Don’t be afraid to ask them to share or modify reports. It’s also helpful to track documentation and communicate in real-time. 

BACKGROUND

Introduce your business and what you do there.

I’m the director of marketing for a snack manufacturer.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with 5W Public Relations?

We were utilizing their PR services. We worked with them for about two years to gain features in major publications and to manage all of our PR needs.

SOLUTION

What was the scope of their involvement?

At the time we started work with 5W, we had been working with a different PR agency. When we made the switch, it became clear right away they had a lot of connections and were very well networked. 

The team focused in on our demographic, created our press kit, and did all the outreach. They held meetings, handled communications with editors, and managed our press shipments if we were sending anything special to them. 

5W directed us on what we needed to provide in order to impress editors, and they worked with us to gift packages when we were doing a new launch. They also tracked all of our media mentions.

What is the team composition?

We worked with about four or five people.

How did you come to work with 5W Public Relations?

We researched several different agencies, and narrowed it down to a select few to have in-depth conversations with. 5W was one of our top picks. We liked them because they had experience with health and wellness brands, so they were familiar with the space. We also felt like we were getting good press and publicity for the pricing. 

How much have you invested with them?

We spent between close to $100,000 per year.

What is the status of this engagement?

We worked together from January 2017–March 2019. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Working with 5W, we saw a very large scale uptick in placements in mainstream publications. It can be difficult to track success when it comes to PR, but in terms of both the rate and the scale of the features we were getting, we were very pleased. 

We really loved working with them. 5W always did a great job, was very professional, and was very well-connected. They made it easy to work with them. The only reason we stopped working with them was due to budget concerns.

How did 5W Public Relations perform from a project management standpoint?

5W was great. They were really on top of everything and always quick to respond. We had biweekly calls with them, and everything was kept very well coordinated and organized. 

What did you find most impressive about them?

The bottom line was to get the placements we wanted in the publications we wanted, and 5W was able to provide those very quickly. The team just seemed to have the right strategy in the sense that these placements seemed easy for them to get. We were also impressed with their level of professionalism. Our partnership was seamless.

Are there any areas they could improve?

I don’t think so. We were very happy with the work they did.

Do you have any advice for potential customers?

Be clear about your goals and make sure you’re communicating well with them, so they know what you’re trying to accomplish. Don’t hesitate to take their advice, guidance, and consideration, and incorporate that into your strategy.

BACKGROUND

Introduce your business and what you do there.

Hurom is a premium juicer brand, primarily selling on e-commerce direct-to-consumer. I’m a brand manager there.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with 5W Public Relations?

The juicer category is small, but it’s also very saturated with a lot of different brands. With 5W, we work to position our brand at the top of the industry.

SOLUTION

What was the scope of their involvement?

Our SoW with them mainly contained media outreach. We strategize together in terms of what models we want to promote the most and when our biggest marketing periods are throughout the year. 

Once we have those out, our 5W team will pitch our product and media messaging angle to the editors we want to target. 

What is the team composition?

On any given project, I’ll be working with five or six people at 5W: one SVP, one VP, one senior account executive, one executive, and one or two more junior roles.

How did you come to work with 5W Public Relations?

We were researching top PR firms within the specialty kitchen appliances category, and we learned about them through another big kitchen appliance brand we were benchmarking. 

We approached 5W first and requested a proposal. Compared to their competitors, we really liked their approach. 

How much have you invested with them?

We’ve spent about $500,000 over the course of our partnership with 5W.

What is the status of this engagement?

We’ve been working together since January 2016. We renew our partnership on a yearly basis.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We’re usually able to get really great coverage and great pieces written on our products. One of the key metrics we’re always trying to monitor with our peer services is the number of unique visitors or unique impressions on a piece. We’re also concerned with how much traction we’re getting from our media coverage in terms of website traffic and sales. All of our metrics have been above industry average.

Another piece that’s really important to me is that I can rely on them. At this point, they’re almost like an extended part of our internal marketing team, because we’re able to communicate very transparently. That’s been helpful in making and keeping this long-term partnership. 

How did 5W Public Relations perform from a project management standpoint?

5W is best in class. There’s never a moment when something is unclear. Everything from start to finish is streamlined with really clear deadlines and action items. It’s really helpful for me to understand how our projects are moving along.

What did you find most impressive about them?

They have a sense of trustworthiness: without it, we wouldn’t have such a long term partnership with them. We’re able to rely really heavily on the team. They’re one of our most trusted business partners. 

Are there any areas they could improve?

They’re such a top agency, their fees can be on the higher end as well. Other than that, I can’t think of anything.

Do you have any advice for potential customers?

Having a designated marketing person to be 5W’s counterpart would be most effective, rather than assigning someone whose main focus isn’t PR work. Having someone experienced and well-seasoned in the PR and marketing landscape would be helpful in getting the most out of 5W’s work.

BACKGROUND

Introduce your business and what you do there.

I’m the B2C marketing associate for a specialty cheese brand.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with 5W Public Relations?

We were missing the PR element in our company. We wanted to get involved with media as well as consumer-facing coverage for item launches or other events. In the past, we’d been doing it internally, and found we couldn’t manage it ourselves.

SOLUTION

What was the scope of their involvement?

With 5W, we do a lot of online and print media. They’ve gotten us in touch with different contacts, and they work to secure new placements in publications. 

Recently, we launched a new brand, and 5W was responsible for the PR around it. They worked to get media coverage for the event, as well as digital media spots and more.

What is the team composition?

It varies, but I work with a team of about three to four people on a regular basis, ranging from account directories, account managers, content developers, and account coordinators. If we’re working on something bigger, we’ll have more people, but that’s who we work with on a frequent basis.

How did you come to work with 5W Public Relations?

One of my colleagues worked with 5W in a previous role, and she said they were amazing at connecting stories for not only big brands, but also smaller ones. 

How much have you invested with them?

We spend between $5,000–$11,000 on a consistent basis. The price ranges based on which brands they’re working on.

What is the status of this engagement?

We’ve been working together since August 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

5W has helped us tremendously. We just had an event with Vanity Fair, Rolling Stone, Yahoo!, Today Online, and Southern Living — magazines you might be surprised a small brand like us can get into. For that event in particular, our KPIs were focused on engagement and conversion, and we’ve seen great results. 

We also got a lot of positive feedback from attendees. People are going on the journey with our brand. We’re really happy with the work we’re doing with 5W.

How did 5W Public Relations perform from a project management standpoint?

We use a lot of Share of Voice measures, and in that realm, 5W is doing amazing. We get monthly reporting, and every month we see progress. Whenever we have a new article coming out, they let us know our Share of Voice based upon it. 

Day to day, I haven’t had any issues. The team is always organized, communicative, and clear with metrics, statistics, and anticipated results. It’s been very consistent and transparent.

What did you find most impressive about them?

The word that comes to mind when I mention 5W is synergy. The team knows how to not just stay in the PR realm, but also which people to bring into the room to convey the right points. They know which people from my team to rely on to fill in the blanks. 

5W is always great at understanding the room, knowing who needs to be there, who needs to do what, and when they need to step back and allow us to take the reins. They’re open to taking advice and turning that advice into actionable items.

Are there any areas they could improve?

There isn't a weakness in 5W. If anything, you have to hold them back from taking your level 4 idea to a level 20.

BACKGROUND

Introduce your business and what you do there.

I’m the PR manager of Balanced Health Botanicals. We’re a consumer products business that sells CBD.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with 5W Public Relations?

CBD is an emerging industry but there are about 3,000 other companies in the market. We needed to educate consumers and stand apart in the media as established industry leaders.

SOLUTION

What was the scope of their involvement?

They positioned us as the go-to experts in CBD for top publications when they had questions about our industry. This included speaking engagements for anything related to our industry and award submissions. They also provided media training so we built good relationships with reporters.  

Throughout the project, they worked hand-in-hand with our marketing department and provided support where we needed help. On top of writing press releases, they managed social media posts and affiliate marketing programs.

What is the team composition?

Jacolyn (VP of Wellness) is my main point of contact, but about four other people work on our account as well.

How did you come to work with 5W Public Relations?

We were looking at several large firms and were considering companies that have had success with other CBD companies in the past. Once we did some research, we found 5W Public Relations as one of the top firms in our area.

They actually flew to us and presented their proposal. Their ideas and goals aligned with what we were looking for, so it seemed like a good fit.  

What is the status of this engagement?

We began working with them in December 2018 and they still support our PR efforts.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

We track success based on the number of impressions we earned from different publications. Our goal is to generate at least 1 billion media impressions per year. We’ve also evaluated the speaking engagements we held and how valuable they were. We also hope to win 2–4 awards per year.

How did 5W Public Relations perform from a project management standpoint?

They’ve been great. Any time I need them, they’re available. We’re also rapidly growing and they’ve been able to adapt. They’ve handled everything extremely well. They’re accessible at any point during the day, so we’re constantly bouncing ideas off of them.

We meet biweekly to make sure we’re aligned on what we’re pitching and who we’re pitching to. Every week, they send a report that includes pitch initiatives, media placement, media opportunities, and media monitoring. They also send quarterly reports.

What did you find most impressive about them?

In addition to being adaptive and accessible, they’re very professional. I really appreciate it when they tell us if they think a campaign idea won’t be media worthy. That’s difficult to do, but it’s very helpful.

Are there any areas they could improve?

They could help us brainstorm ideas. A lot of our ideas are very marketing-focused, so it's difficult to come up with creative marketing plans.

Do you have any advice for potential customers?

They’re very understanding and quick to learn, so if you lay out the goals and metrics you want to achieve, they’ll get it done.

BACKGROUND

Introduce your business and what you do there.

I’m the CMO of Hella Cocktail Co. We produce premium ingredients for making cocktails.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with 5W Public Relations?

We had to pivot some of our marketing focus because of the pandemic and move away from in-store sampling. We decided to allocate some of that energy and capital toward PR. We felt that PR wasn’t just about awareness, it’s about storytelling and that’s one of the key objectives of sampling. In the absence of building a personal relationship with the consumer in-person, we wanted to try our hand at PR.

SOLUTION

What was the scope of their involvement?

We started off with a two-pronged approach. One initiative focused on awareness, driving customers into brick and mortar. The other was focused on driving new traffic to our website for e-commerce conversion. That resulted in multiple strategies that’d apply uniquely to our different product categories. We make more than one kind of product so it’s a little complicated. We honed multiple narratives to align with 5W Public Relations’ strategies, and then they went about doing the work.

5W Public Relations does both traditional and digital marketing. That also includes editorial efforts and a national press release. They helped manage and influence our marketing campaign on Instagram. Their team also did the legwork for influencer marketing. They curated the accounts and offered a presentation of options.

The creative work was collaborative. I was very involved in the creation of the business requirements and content of our initiatives. When it came to implementation, we touched base during weekly meetings.

What is the team composition?

There are between 2–4 individuals working on my account on any given day. They range from an account executive to a senior VP.

How did you come to work with 5W Public Relations?

We found them through our personal networks. My business partner knows the CEO of 5W Public Relations.

How much have you invested with them?

We’ve invested about $75,000.

What is the status of this engagement?

Our ongoing engagement started in June 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

With PR, there’s always a lack of certainty on ROI. Luckily, we received a lot of great mentions online that linked back to our website and Amazon product listings. Unfortunately, we can’t track the rate of conversion for those mentions. We’re happy with the growth we’ve seen. Some of our posts were definitely revenue-generating, and we saw a significant amount of activity.

At the end of the day, their efforts had an impact on the bottom line of my sales business over the course of the holiday season. Although, that impact wasn’t felt immediately. However, there was an ROI in the long run. Our relationship with 5W Public Relations is fantastic. As far as goals and performance go, they were successful.

How did 5W Public Relations perform from a project management standpoint?

We handle communication and project management through email and Google Docs. The 5W Public Relations team has a running agenda that evolves on a week-by-week basis. We have a standing weekly meeting and those have been helpful.

The level of support we receive is better than par. I have the cell phone number of my account manager and she responds to my text messages and phone calls. That doesn’t occur very often but she is always responsive.

What did you find most impressive about them?

They have a great balance of their left and right brain. For the left brain, the creative side, I was extremely impressed with their ability to brand initiatives I wanted to create. They came up with catchy names for some product bundles.

They’re also hyper-vigilant when it came to following up. That’s tied to an analytical and operational component of working with them. There were articles that they chased down over the course of months to ensure they came to fruition. Their combination of creativity and diligence is exceptional. 

Are there any areas they could improve?

When we kicked off the engagement, they told me they were very results-oriented. However, when I think about the different marketing platforms they’re competing with, that’s not even close to being true. It’s not 5W Public Relations’ fault that I can’t analytically attribute success to their work. However, I do think there are data-driven tools that are available to them that they’re not utilizing.

Do you have any advice for potential customers?

I’d definitely recommend engaging with them. 5W Public Relations has fantastic relationships in the industry. They got us great placement in positions that matter. Be prepared for a lot of lists and make sure to clearly communicate your expectations. Know what blend of articles you’re hoping to earn.

BACKGROUND

Please describe your company and your position there.

Formally was founding CEO of Gaea North America, LLC, a leading brand of Greek Extra Virgin Olive Oil and Greek specialty foods. I inherited 5WPR as our agency of record. That tenure was 3.5 years.

The office was closed. Now as a consultant, one of my clients, Oleamea, hired 5WPR at my recommendation to use as their PR agency-initially to support brand roll-out, and create awareness for their Olive Oil Gift set for consumers to purchase on-line during Holiday 2020.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire 5W Public Relations?

At Gaea, it was multi faceted. First, to create brand awareness to the trade media. Then once distribution was secured, to drive consumers to bricks and mortar retailers to discover our products.

Their work evolved into building an awareness campaign about what quality EVOO is, by leveraging relationships with key editors and media connections. Including helping Gaea create a harvest visit for key media to learn first hand the work it takes to create the products we sold.

For Oleamea, currently their scope is limited but I have found they are very effective in driving a message to both mainstream media and influencers.

What were your goals for this project?

At Gaea, it was about generating impressions. The more eyes who saw the press hits, the more consumers the brand was likely able to secure. And then to share the press achievements with our buyers to create brand respect.

For Oleamea, drive consumers to the brand and gift sets for their holiday shopping.

SOLUTION

How did you select 5W Public Relations?

At Gaea I inherited them, but really liked them so I kept them. For Oleamea it was an easy decision. I had a very positive experience with 5W at Gaea so it was easy to recommend them to Oleamea.

Strategic planning with the 5W PR team. Establishing priorities. Targted media. Products of focus. 

Describe the scope of their work in detail.

Very disciplined group. There is a hireacrhy which scales their involvement from the Ownership down to the most junior account manager. Bi-Monthly calls with tight agendas ensures a quality result.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Getting products into top media hands- and producing TV, Print & Digital placements. Gaea alone produced more than 3 Billion un-paid media impressions in three years. 

How effective was the workflow between your team and theirs?

Very easy and fluid. They are responsive and reachable at any time. I never felt my business wasn't a priority. 

What did you find most impressive about this company?

The people- smart, youthful, ambitious, open to learning. Good Ambassadors for the brand.

Are there any areas for improvement?

Sometimes I felt their lack of particpation due to the retainer value, limited their exposure to the business. Invest in experinces. Invest in your people. The clients will appreciate that.

BACKGROUND

Please describe your company and your position there.

We are a luxury event production company in Beverly Hills and I am the CEO and Founder.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire 5W Public Relations?

I appeared on a internationally renowned TV show as a wedding planner and I hired 5W PR to perform PR services.

What were your goals for this project?

Overall, I wanted to create greater awareness for my luxury event company. The aim was to garner press coverage in a variety of leading national and international mainstream media and wedding publications.

SOLUTION

How did you select 5W Public Relations?

5W works with my husband's technology company and he is very happy with their work, so he recommended them to me.

Describe the scope of their work in detail.

I provided the 5W team with all of the details and photos from the wedding and we discussed a wish list of top target outlets. From there, they created a pitch and sent it out to dozens of publications for consideration of coverage.

They maintained all of the communications and set up interviews with a number of top reporters. 5W then followed up, secured stories, and provided full, detailed reporting of their efforts.

What was the team composition?

Since this was a small, a one-time project, I had a team of 2 people- a Vice President and an Account Director.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The results exceeded my expectations. As a result of 5W's efforts, we received coverage in Oprah Magazine, New York Post, Newsweek, Pop Sugar, Daily Mail, and many more- 25 in total, including over 594 million media impressions.

How effective was the workflow between your team and theirs?

It was highly effective. The 5W team was prompt, professional, organized, and enjoyable to work with.

What did you find most impressive about this company?

The amazing breadth of press contacts and the remarkably high rate of success that they had in their outreach.

Are there any areas for improvement?

Not that I could see.

BACKGROUND

Please describe your company and your position there.

I am the CMO of the North American division of a Germany beauty company. I oversee all marketing activities including PR.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire 5W Public Relations?

5W is our agency of record for our essence and Catrice brands.

What were your goals for this project?

We were looking for a PR company that could help us grow awareness and ultimately sales through quality hits and influencer relations. We needed an agency that matched our creativity and could meet our budget restrictions.

SOLUTION

How did you select this vendor?

We interviewed many agencies and were very impressed with 5W's ability to "do alot with a little". Their pitch came prepared with specific activities and associated costs. They had unique ideas and a true passion for the beauty industry.

Describe the scope of their work in detail.

5W handles all of our PR outreach and manages our influencer relationships. They have even made recommendations on how to leverage social media to enhance our awareness and grow sales.

What was the team composition?

5W put their most enthusiastic beauty employees on our business. We love their insights and value the relationship.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

With certain PR mentions, we see an instant and direct correlation to sales on our digital channels. The results are quite impressive and we rely on 5W's relationships to secure this type of media.

How effective was the workflow between your team and theirs?

Our team lead and project managers are in constant communication with our teams via in-person meetings, weekly calls and email threads. Additionally, once the COVID quarantine happened, 5W made a great effort to flex our plan appropriately to ensure were sensitive to the current environment.

We also were highly effective in switching to remote communications. The 5W team never missed a beat.

What did you find most impressive about this company?

I continue to be impressed with 5W's ability to find creative programs that fit our small business needs and budget. They are true partners. The enthusiasm and winning spirit of the team makes them easy and fun to work with!

Are there any areas for improvement?

NA