RHD "Yellow Book" City Launch
Client: Reuben H. Donnelley
Projects: PR ~ Launch debut of Yellow Book product into Cincinnati market with media blitz. Marketing ~ Create year-long community integration plan for all sales reps.
At one time, Reuben H. Donnelley (RHD) printed and sold ads in its flagship product, the One Book Yellow Pages (YP), which was a book full of ads featuring local businesses seeking to secure work with consumers and other businesses. RHD sold and distributed its YP products in major and minor markets throughout the U.S. Millions of copies were given away each year to large and small markets.
When RHD decided to enter the Greater Cincinnati/Northern KY market, its corporate HQ and new Cincinnati leadership interviewed BastianPR as well as the top two PR agencies in town. BastianPR won the account due to the fact only three senior-level PR people, with notable experience, would be guaranteed to personally handling all affairs; not junior-level newbies from the Big Guy firms.
1) Bastian and her team wrote a comprehensive media kit with a few press releases/fact sheet to hand-deliver to local media in the Greater Cincinnati and Northern KY market, and ship overnight FedX to regional and national media outlets. Over 110 media people were identified and reached with the kit as well as a special treat: a box of a dozen sugar cookies imprinted with yellow icing and the Yellow Pages logo (black edible ink). This was a HUGE hit with the media, and helped the team get into newsrooms to talk about the product launch, and to get callback calls returned in a timely fashion.
The success of this unique media blitz was exceptional, with RHD receiving media coverage in all major and minor print and radio outlets.
2) Bastian's team also was tasked with researching the types of organizations the RHD sales team people needed to join to get embed themselves into the fabric of the various business communities that may buy ads in Yellow Pages directory. Once the list was made, the team also made a calendar of important business meetings and other events for the reps to attend to further boost their engagement with new customers and prospects for the year.
3) One of the RHD managers was identified by Bastian PR as the best person to conduct media interviews. Then this person was given extensive media relations training to ensure his future interviews would be successful.
Creative PR and marketing strategies, writing, pitching, media training, business research, etc.