Since 1968, the Toyota Corolla has been a top-selling automobile among American consumers and the No. 1 nameplate among U.S. Hispanic and African-American buyers.
Upon the 45th anniversary of the Corolla, PRecise Communications, in partnership with Jackson Spalding, set out to create a three-day “East Coast Press Preview” that offered reporters, in three 24-hour waves, a series of unique and unexpected components that also incorporated elements that were stylish and elevated.
During the East Coast Preview we created an element of surprise and produced the unexpected in every way. Set against the vibrant background of Miami, we maximized the city as the home to leading U.S. Hispanic media to deliver specific company messages. Reporters experienced the all-new Corolla through the reveal and other key activities. We opted for reporters to stay at an unexpected luxury resort in Viceroy Miami, instead of downtown Miami, took them on a boat ride to dinner, instead of by car, completely transformed an old fish shack into an upscale restaurant, Corolla Cove, treated reporters to scenic ride and drives through unexpected picturesque parts of Miami through a visit to local Wynwood Arts District.
“You guys spoil us and set a different standard; we’re not used to this,” one journalist comment. We secured 51 stories in the month following the event, 328 Twitter and Instagram posts, 41,311,200 UMV and circulation impressions, and 2.4 million social media impressions utilizing the hashtag #2014Corolla.
MyCokeRewards.com (MCR) is one of the country’s most popular online loyalty programs. Since 2006, it has become Coca-Cola’s largest marketing program and a tool many of its brands and divisions leverage to attract, build relationships with and reward customers. In 2011, however, membership among African Americans (AA) – a major consumer segment for the world’s most recognized brand – skewed low. Quantitative research conducted by the Company revealed that less than 8 percent (8%) of MCR members were Black.
Coca-Cola’s goal was to increase the number of African-Americans on MCR by making “Pay It Forward” a consumer contest, in which African-American adults were inspired to visit the web site and nominate an aspiring teen for a once-in-a-lifetime apprentice. Through this exciting opportunity, young people ages 16-21 were offered the chance to win an apprenticeship with the likes of former athlete and business entrepreneur Magic Johnson, rapper/actor and philanthropist Common and media mogul/Black Entertainment Television CEO Debra Lee. Coca-Cola called on PRecise Communications to help promote its Innovative “Pay It Forward” program to help increase registration on the site three years in a row. For its 2013 program, the goal was to increase registrations by 50 percent/
PRecise positioned “Pay It Forward” as a movement instead of just a contest, and invited parents, specifically African-American moms, to get involved either by participating in contests on MCR or simply doing something that would help a young person achieve their education or career aspirations. We reached our target audience through traditional media relations, online and social media relations, community and college outreach. Additionally, we secured the opportunity to schedule media interviews with Magic Johnson and Common with national outlets, and leveraged their visit to Coca-Cola’s Atlanta headquarters as an additional media opportunity.
Our efforts resulted in a 400 percent increase of nominations to 2,078 nominations of young people. Additionally, the program generated 45+ million media impressions. Coca-Cola and PRecise won a 2013 Phoenix Award from the Public Relations Society of Georgia Chapter for the program.
Spring 2010, PRecise Communications was selected among a number of local leading firms to serve as the agency of record for the Georgia Council on Developmental Disabilities (GCDD). GCDD is the state's leader in advancing public policy on behalf of persons with developmental disabilities. PRecise was charged with increasing awareness of the agency and positioning it as a leading voice regarding public policy and its impact on persons with developmental disabilities.
Our first task was to create a new brand identity for GCDD, including a logo and overall positioning to convey throughout all communications vehicles. We conducted an all-day strategic education and planning session – our proprietary “PRecise Process” – to determine levels of GCDD awareness, perceptions and understanding, current messaging and its organizational and communications objectives. From the session, we determined that our overall strategic direction was to: educate target audiences on who and what the Georgia Council on Developmental Disabilities is by showcasing their leadership in developmental disabilities public policy, advocacy and capacity-building programs.
Over an eight-month period, we brought in a strategic partner, Jones Worley to assist with the creation of a new logo. We conducted GCDD's first-ever research among key stakeholders to help us identify what messages we needed to deliver. We worked closely with agency's web site company to create a revamped online presence, providing creative and structural direction as well as the copy. To strongly position, GCDD as the leading voice on developmental disabilities issues, we managed a press conference at the State Board of Education to take a position on the issue of restraint and seclusion in Georgia schools. The media relations effort secured more than 6.3 million media impressions, regionally, from nearly 100 placements in print, radio, television and online media.
Twenty years after the introduction of the first soft drink “12-pack” and a decade after its signature “contour bottle” launch, Coca-Cola reinforced its position as the beverage industry's leading package innovator when it introduced the “Coca-Cola Fridge Pack” in 2001. PRecise Communications was charged with developing and implementing a strategic media relations plan to work with Coca-Cola bottlers to introduce the innovative packaging as a “new and convenient multipack” and drive consumer trial.
Positioning the new packaging as a “mini-vending machine,” we generated attention for the Fridge Pack, and Bottlers, with an Atlanta launch event, local media relations in 15 markets across the Southeast and a “PR toolkit,” with turnkey, template press materials. In addition, we responded to national media interest because of the “ripple effect” of its grassroots outreach.
Our efforts resulted in more than 11 million media impressions, including national hits such as the Wall Street Journal, CNN, CNBC, NPR, All News Channel and an Associated Press wire story and placements in several major market dailies.