Ciclismo Classico

Case Study

OBJECTIVE:
Lauren Hefferon, Founder and President of Ciclismo Classico, an adventure cycling company specializing in tours throughout Italy, approached Maichle and Sousa Communications over 3 years ago to assist with media relations outreach.  Media coverage had been inconsistent in the past and she was looking for a firm she could work with long-term.  Previous firms had let her down with their ability to secure coverage, or were not willing to work in a more partner-like relationship that she was looking for. 

SOLUTION:
Maichle and Sousa Communications developed a six-month plan to capture the attention of key writers that would reach her audience.  Since her business is seasonal, we did not have any time to waste.  First, we met with Lauren and learned as much as we could of her and the business.  We soon realized Lauren's personality was integral to the business' success.  Guests booking trips talked directly to Lauren, everyone was a VIP to her.  Knowing this, we knew our pitches had to include her; a major reason guests went with Ciclismo over larger, more established companies.

Since communication with editors and reporters had been sporadic in the past, we tailored our first pitch as a re-introduction pitch offering an overview of Ciclismo and glimpse into Lauren's dedication to her company and cycling. 

Next, we developed specific pitches to each targeted industry:  food and wine tours, extreme tours, senior tours, family tours, etc.  Finally, we pitched Lauren exclusively as an expert.

RESULTS:
For over five years we are not only handling her media relations campaign, but we also served as consultants to all her marketing projects; from web-marketing, to event planning, to advertising.  Results from our fist six-months of outreach were successful. We were able to garner a balance of local and national media attention on both Ciclismo's tours and Lauren as an expert. 

Prior to hiring Sousa Communications, Ciclismo Classico had secured very few media hits.  Due to our outreach, we have secured over 50 media hits in the past three years.  Most impressive is our ability to position Lauren as an expert in her field, with two appearances on NBC's Today Show and coverage with local News shows and national magazines. Following is a sample list of print and broadcast outlets we secured coverage in or on :

ath Power Consulting

Case Study

OBJECTIVE:
Frank Aloi, Founder and President of ath Power Consulting first approached our firm to help with media outreach and design needs. Media outreach had been inconsistent and not a priority in the past. Frank wanted to garner media attention in his specific market, from business and bank related trade publications, and secure feature stories on his business. In addition, he wanted help with design and copy for their new business packets and website.

SOLUTION:
We developed an introductory pitch focusing on the services ath Power provides to local business writers, which covered issues affecting the financial industry. We next developed a specific pitch on Frank and the success he has garnered at such a young age, under the age of 40.

Following outreach we conducted on a local level to a targeted media contact list, we revised the pitches to include the local media coverage we received and sent the revised pitches to national media. We used the local coverage as added credibility when approaching national level contacts.  As a final step, we offered exclusive story angles to specific, key industry trade editors for consideration. In addition, we served as a consultant on design and copy projects. We offered guidance on language for both the website and new business packets, along with advice on design direction. 

RESULTS:
In one year's time, we positioned Frank as a young, successful businessman in his field and ath Power as a leader in its industry. Frank was selected by the Boston Business Journal as one of its 40 Under 40 achievers and was profiled in the publications "Entrepreneur" section.  In addition, Frank was featured in the Andover Townsman, the paper published in the town were his business is based.We were also successful in acquiring feature articles in two important industry trade publications: the American Bankers Association Bank Marketing Magazine, and Quirks. Both printed articles were penned by Frank, with our assistance, positioning him as an expert in his field and ath Power a leader in their industry.

Finally, we helped ath Power launch a new website, which included new copy and new graphics. Their new business materials also incorporated the new language and new image, offering a more consistent brand and message.