Eberly & Collard Public Relations

When the Southeast Asia Travel Association (SATA) determined one of its guiding principles was to drive higher levels of travel and hospitality business on the part of North Americans, the association’s board began researching marketing and public relations firms specializing in travel and hospitality as well as destination marketing. They started with a list of more than 25 agencies based in the United States and Canada. Their detailed vetting process turned up one marketing firm that possessed all of the experience and capabilities they needed to achieve such a massive endeavor- Eberly & Collard Public Relations.

SATA leadership had been struggling with travel and hospitality marketing campaigns for a few years due to the decrease in tourism from North Americans, particularly United States citizens. The association’s members, numbering in the thousands across multiple countries, had experienced a downtick in tourism dollars in the form of vacationers and leisure travelers. They had some sense of rationale behind the decline, but were left with the troublesome questions surrounding specific strategy and tactile measures to address the problem.

How we got there:

Eberly & Collard Public Relations’ market research team took flight immediately to conduct in-depth market research. This uncovered multiple key factors and new insights, affecting the decrease in travel to Southeast Asia. The research studies pinpointed issues and gaps in the ways would-be tourists searched digital content for the world’s and Asia’s top travel destinations, luxury accommodations, airline options, adventure and sightseeing tours, and restaurant and dining choices.

Our extensive research revealed the fact leisure travelers simply were not finding Southeast Asia in primary search results, especially in terms that would entice them to consider planning trips to the amazing countries and cities in the Orient’s Southern realms.

Managing and facilitating an overarching integrated marketing strategy for Stevens & Wilkinson, a premiere Commercial Architecture, Engineering, Construction Management / Oversight, Interior Design, and Development firm across regional offices and national participants, in advance of the company’s 100-year anniversary.

Charged with the need to conceptualize, develop and oversee the client’s first, full-scale integrated marketing program, the Eberly & Collard Public Relations team generated proactively managed a variety of market research studies, marketing strategy development, annual branding plans, public / media relations strategies, advertising campaigns, speaking events, social media campaigns, and website design and content consultation, among other marketing projects.

How we got there:

The work involved collaboration spanning the client’s key 2 offices’ staffs, 11 states, 42 cities, 18 external business participants, and dozens of projects to grow brand cognizance about not one, but all of the services provided by the client’s company, including commercial architecture, engineering, construction / development management, interior design, and other practice areas for the firm among its clientele, construction / site owners, developers, communities, decision-makers, media members- all within and comprising the client’s mainstream marketplaces.

Eberly & Collard Public Relations conceptualized and executed a SWOT analysis and annual brand-based marketing plans, leading to a robust series of strategic public and media relations campaigns, scheduled and cost-negotiated advertising, branding materials and content marketing, and social / digital media programs, all geared toward building competitive advantages and earning publicity for Stevens & Wilkinson and numerous of its collaborative offices and project partners.

Ikea, the global Swedish-founded multinational group that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories, among other useful goods and home services, utilized our services in conjunction with retail location grand openings and several designer showhouses with which our firm has relationships throughout North America.

The kitchen products and services division of the worldwide retail leader was in need of strong engagements with both design trade professionals and consumers, spanning marketplaces from the Northwest and Midwest to the Southeast and Mid-Atlantic. Known for our specialization in business-to-business and business-to-consumer branding from coast to coast, our firm was an obvious choice to help.

Annually, Eberly & Collard Public Relations (ECPR) works with designer showhouses and other key design expos to form public relations alliances and paid sponsorships. This provides a unique type of exposure for our clients who manufacture or sell kitchen and bath products, or a multitude of other related home products and accessories.

Some of these have included Architectural Digest Design House, Kitchen & Bath Industry Show, Coastal Living Design House, Pasadena Showhouse for the Arts, Minneapolis ASID Showcase Home, Southern Living Idea House, The Modernism Showhouse, LA Home Showhouse, Chicago Luxe Interiors Home Tours, and so many more.

From the time ECPR connected with the Ikea Kitchens team, we collaborated on a strategy to bring brand awareness to the full range of design options the company and its kitchen and bath services offer.

Consumers are no longer merely interested in purchasing products to fulfill what they want. In this modern era of transparency, they seek connections with brands that understand them and their inherent needs. The brands that truly grasp the importance of going beyond a supply-and-demand mentality are the ones that create and maintain ongoing relationships with targeted audiences, ultimately, engaging with customers above and beyond sales alone.

The owners of KingsHaven founded their international lighting and furniture brand with this branding concept at the forefront of their business.

When the company was formed, the owners knew introducing and marketing a new brand of lighting, furniture and accessories would be a tall order. Their objective was to retain the services of an agency that specializes in Consumer Product Marketing, one with an impressive reputation in the Lighting and Furnishings Industries and Specifiers sector.

Eberly & Collard Public Relations was invited to serve, and we jumped at the exciting call to action.

How we got there:

The branding team with Eberly & Collard Public Relations (ECPR) began with an intensive profile appraisal of the budding brand, involving a series of roundtables as part of our proprietary Research and Discovery assessment. Side by side with our new clients, we undertook the task of exploring all facets of mapping for the new brand.

Knowing the lighting category is one of the most competitive markets in which to launch new brands and product lines, ECPR unearthed valuable insight through a SWOT analysis about the new brand’s essence and offer. A Consumer Product Introduction strategy was brainstormed and written to account for one-year goals, alongside future-years’ goals and objectives.