Demonstrate

BACKGROUND

Introduce your business and what you do there.

I’m the VP of marketing for Cool Effect. We’re a nonprofit organization devoted to helping in the fight against climate change by reducing carbon pollution.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Demonstrate PR?

Focusing on the United States market, we wanted people concerned about climate change to know that Cool Effect is a way for them to take action.

SOLUTION

What was the scope of their involvement?

Demonstrate PR is one of our core partners and have been with us since the day one. They help us with everything from initial press releases, to event press releases, and finally product press releases. They’ve also prepared our CEO to speak publically on panels. Acting as our advocate for media outreach, they recommend and create events that fit our brand image. They partnered with our media and creative agency to develop and bring consolidated campaigns to market. Supporting our social media channels, they contact influencers to improve our online presence. Miscellaneous tasks include developing our FAQs and biographies. Having been with us since the beginning, they have a good pulse on what consumers are searching for and what messages are important to emphasize.

What is the team composition?

We work with their CEO, account supervisor, account executive, and content manager.

How did you come to work with Demonstrate PR?

I found them through a referral and interviewed multiple PR agencies. Demonstrate PR stood apart from the other agencies due to the CEO’s energy and devotion to clients. Additionally, they’re local which was important to us and they have a significant presence in major media markets, despite their small size. Finally, they have an innate ability to come up with the most creative ideas for the most efficient cost. As a nonprofit and newly developing brand, those are two things that were important to us.

What is the status of this engagement?

We started working together in September 2015 and the engagement is ongoing.

RESULTS & FEEDBACK

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

Through our partnership with Demonstrate PR, Cool Effect has been featured in top-tier media outlets, including: CNN, Fast Company, Forbes, ABC News, CBS News, Yahoo!, HuffPo, Quartz, Us Weekly, Grist, People, Bustle, SF Gate, San Francisco Chronicle, LA Times, Triple Pundit, AdWeek, TechCrunch, Mercury News, Vogue, and more. Through a mix of traditional media outreach around organizational news as well as consumer experiences, the earned media efforts have resulted in over 4.8 billion media impressions to date. We've also activated the organization at over 25 events. 

The earned media impressions of every campaign and new product launch we do with Demonstrate PR are phenomenal.

How did Demonstrate PR perform from a project management standpoint?

We’re not their only client, but they make us feel like we are. They keep us on schedule which is appreciated because we're a small team. They're also able to coordinate with multiple partners and vendors.

What did you find most impressive about them?

They’re more to us than just a PR firm. They’re some of the most creative thinkers I've worked with and are truly devoted to our mission. What makes them unique is the broader set of services they offer, including their knowledge of social media and contacts in the advocacy world, in addition to the standard PR skill set. They have a passion for the environmental space, building brands, marketing, and media which a lot of PR agencies don't have. We’ve developed a sense of camaraderie with them along the journey as they’ve helped to refine our story. That’s been incredibly vital to our success.

Are there any areas they could improve?

We’ve never had a problem due to their size, but I can only imagine they’d be stronger with a bigger team.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing manager for Swisse Wellness, an Australian vitamin company. We launched in August 2017.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Demonstrate PR?

We wanted to elevate visibility within the U.S., secure media coverage across the national media channels and build consumer engagement and overall product awareness.

SOLUTION

What was the scope of their involvement?

We’ve been working on communications planning and ongoing media relations. We’ve also been working on product award submissions, influencer identification, and relationship management. They’ve helped support our event activations and social media engagement.

What is the team composition?

I work with Emily (Vice President, Demonstrate PR) and Joey (Founder and CEO, Demonstrate PR).

How did you come to work with Demonstrate PR?

I worked with Joey in a previous career and had a really great relationship with him. When we were looking for a PR agency, they were one of three agencies that responded to an RFP.

What is the status of this engagement?

We started working together in August 2017 and the work is ongoing.

RESULTS & FEEDBACK

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

Through our partnership with Demonstrate PR, our January media impressions exceeded 500 million and our organic social impressions were above 1 million. Our total impressions to date exceed 600 million.

How did Demonstrate PR perform from a project management standpoint?

They’re on top of it. We have weekly meetings with them. They do a great job. They have a note taker that’s present for all of our meetings and do great follow-up to action items that need to be addressed.

What did you find most impressive about them?

They’re very thorough. There’s a great trust factor. There’s a lot of transparency in terms of what influences cost and how beneficial it would be to partner with them.

Are there any areas they could improve?

No. We were their first vitamin company and they did a great job of understanding the categories. Our target consumer is the wellness consumer and they definitely understand who that is. They just need to continue to get education and knowledge of the categories. They’ve done a great job in understanding it.

BACKGROUND

Introduce your business and what you do there.

I’m the senior director of marketing at Sensio which markets, designs, produces, and ships small kitchen appliances for large American retailers. I oversee the product development and marketing communications teams.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Demonstrate PR?

We wanted positive PR for our new product and brand launches, creating buzz and momentum online and in printed press.

SOLUTION

What was the scope of their involvement?

Prior to launching new products with our retail partner, we ask them to formulate a press strategy based on concepts surrounding those items. Although we constantly look for new influencers or events to increase buzz, we rarely start a project with concrete ideas. Our company relies on Demonstrate PR to find creative ways to talk about the product.

Their services cover all stages: creating slide decks for retail pitches, designing welcome packages for key product launches, and managing the final PR event. They also identify brand ambassadors we can collaborate with as our company engages retailers.

What is the team composition?

I work with the account manager and CEO/managing partner.

How did you come to work with Demonstrate PR?

Sensio had worked with a previous firm for about two years when I got promoted to managing the marketing communications department. At that time, a group broke away from the agency and formed Demonstrate PR. Although there was a contract, our experience with Demonstrate’s CEO was so positive that we decided to work with him exclusively.

How much have you invested with them?

We’ve spent approximately $500,000.

What is the status of this engagement?

Work started in December 2015 and is ongoing.

RESULTS & FEEDBACK

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

We do earned media impressions after our events; they collect editorials on items that we’re asking them to pitch for us. However, the data is not available to share.

How did Demonstrate PR perform from a project management standpoint?

We feel wonderfully taken care of and their attention to detail makes me confident about the results. I can just show up at an event knowing they’ve executed everything. Even if there is a problem, I don’t necessarily hear about it; someone on their team fixes it in real time.

What did you find most impressive about them?

The CEO has numerous contacts that he uses to great advantage. Moreover, he can customize their work to our framework and strategies, which other agencies aren’t always able to do.

Are there any areas they could improve?

No. I'm quite happy with them.