Services - Smith PR

Servicessmithpr2019-08-28T13:49:45-07:00

Working closely with your senior staff, SPR will detail a proposed program with specific goals, timeline, budget and metrics for analysis. In virtually all cases, the recommendations will include an analysis of your institution’s strengths/challenges, competitive environment and targets of opportunity. This includes defining key publics, desired messages and strategies to get to the goal line. Our Next Steps document provides the roadmap to imbed your institutional mission through our proprietary tactics such as Media Swarming and Strategic Risk Taking.

Each Next Steps document is customized to provide a road map based on the mutually agreed to assignment. This will include custom-crafted program components.

Communication Elements For Consideration:

Analysis of corporate strengths/challenges, competitive environment and opportunities.
Define key publics and desired messages.
Develop Next Steps document to implement the company’s voice to key individuals and media and to drive achievement of business goal
Participate in decision-level marketing meetings.
Provide input and counsel to executives on pertinent issues.
Develop White Papers on mutually determined marketing projects.
Work with marketing partners on strategic initiatives.
Establish key consumer, business, trade press, social media and internet targets.
Research, write and disseminate media pitch letters.
Train spokesperson(s) via video playback and analysis; how to use visuals and research and turning around a negative question.
Set up interviews.
Provide client with detailed media interview prep sheet, background on reporter, sample of articles, likely questions, anticipated publication or air date.
Follow up with individual media through to receiving copy of coverage to forward to client.
Provide monthly or more frequent media reports.
Research and establish speaking templates for topics for client representatives.
Determine trade and business show where speaking opportunities provide value.
Solicit show organizers to secure speaking platforms.
Assist in preparation including writing and visuals.
Set media interviews around speech.
Follow up with all media and other influential third-parties.
Evaluate existing materials to reflect client’s look, tone and feel going forward.
Determine in discussions with the client and their marketing agencies what materials are essential and should be developed by the public relations or partner agencies.
Provide detailed recommendations for materials which might include brochures, one-sheets, Web sites, etc.
Undertake a competitive search among primary and secondary competitive institutions.
Detail marketing and public relations opportunities for courses/programs including exposure among trade, business and consumer press including speaking points.
Develop campaign based on input from university/college
Review institution’s historical marketing effort.
Create an RFP which reflects the brand and positioning of the college or university.
Develop a comprehensive list of agencies to be considered.
Meet with agencies prior to submission of their RFP.
Deliver recommendations for short list to senior staff.
Set guidelines for presentation of finalists.
Provide a “report card” evaluation form for each of the finalists.
Counsel senior staff on finalists and offer recommendations as requested.
Notify firms who weren’t selected with an evaluation.
Assist with compensation discussion for prevailing agency if directed to do so.

Articulating the broad-based philosophy and passion of the founders of a truly revered product requires a skill set that is much more strategic and complex than a traditional marketing campaign. Steve Smith and his team were selected to craft and implement just such a program for Cakebread Cellars which would persuasively convey the family’s commitment to community, education and the joy of wine and food. The quality and demand for their premium wine was the foundation for communicating the Cakebread’s ideals and values to a high end audience through a flow of ‘backend’ stories by top-tier media and through proprietary events. This included the American Harvest Workshop, which brings together leading chefs and journalists and Cakebread U, which provides a three-day educational program for students from leading universities about the world of wine. The agency focused on the most powerful non-wine press continuing to build on brand cache and the vision of the founders. There aren’t many agencies that get it but Smith PR does.

Cathleen Burke Visscher, Founder, Wine Works & Co., Former senior vice president and director of corporate development at Kobrand Corp., a leading high end wine and spirits company with interests in California, France, Italy, Spain, Portugal and more

Steve Smith has proven to me time and time again, that he has a unique ability in generating the required publicity to get product and company exposure by creating programs that garner high interest in the intended target mind sets. I was fortunate to work along with Steve on a number of companies and believe had it not been for his efforts they would have been far less successful than they were. Just two of many examples were Worlds of Wonder (Teddy Ruxpin; Lazer Tag) and Cakebread Cellars. Somehow, Steve and his group were able to identify clever and creative solutions and programs, which garnered massive visibility. Such was the case for Worlds of Wonder. With Cakebread, he was able to help them sustain the high end quality image which they enjoyed despite their burgeoning level of case sales that is generally the bane of the larger wineries. Beyond his talent and skill as a PR and publicity person, Steve is a smart, dedicated, hard working, creative executive. And, a joy to deal with if you are one of his clients. Just ask them.

Fred Goldberg, Author, 'The Insanity of Advertising'; Former CEO, Goldberg Moser O'Neill; Former President, Chiat/Day, SF

We brought Steve onboard to help us define our position in the marketplace and provide a marketing strategy to take us to the next level. He performed a comprehensive audit of our senior staff, board members and other key parties to provide a positioning for our business model, searched for a branding agency overseeing all elements of the RFP, and conducted an advertising agency resource review with equal skill and professionalism. He handled these challenging tasks with enthusiasm and efficiency that made our senior staff’s time effective throughout this process. Following the completion of the branding and advertising searches, Steve supervised a number of other marketing programs including a public relations outreach which resulted in highly positive exposure in USA Today, CNNRadio, ABC television, CBS Marketwatch and many more placements for our new brand. He has become an important part of our team and I would recommend him without reservation as a professional who is a quick study, able to drive a marketing campaign to successful goals and is focused on providing tangible ROI for his clients.

Gary Brahm, Chancellor & CEO, Brandman University, part of the Chapman University System, Former EVP & COO, Chapman University

I have worked with Steve Smith for more than 20 years at companies ranging from toys to technology and he often serves as part of my extended marketing family. His most important attribute is the ability to look at products and services and provide critical thinking that enhances end-user receptivity. He is passionate about the details as well as offering big ideas that often propel his clients past better known and funded competitors. Steve recognizes the value of integrated and intrusive marketing and has been an active partner leveraging all elements in strategic implementations that provide greater ROI as well as success in challenging markets.

Bob Goldberg, VP Marketing at MiOS Ltd, Former President/C-level executive for numerous public and private companies

Steve Smith and his team came highly recommended from a senior executive who joined our company from Philips Consumer Electronics and wanted to retain Steve’s firm to assist in a number of new product launches. We put his firm to the test against our incumbent top 10 agency and Smith PR’s work was clearly superior on a number of fronts including strategic planning, creative implementation and a comprehensive analysis that clearly demonstrated ROI from a number of key perspectives. His firm served a variety of our divisions for many years. Steve is a consummate professional who is highly regarded by journalists and other key influencers.

Jim Carlson, Co-Principal at Carlson & Co. Public Relations; former vice president of Corporate Communications, Jones Intercable, a top 10 cable company acquired by Comcast