Annual Reportby MICHAEL FINEMAN, Agency President, Creative Director
2011 marks another year of business growth for Fineman PR with further development of the agency’s crisis communications practice and work in higher education. Our food and wine practice continued to provide the agency with stability, event marketing work, media relations success and depth in social media and public relations value measurement.
Here are snapshots:
- Continued to raise awareness for the premium quality and “local,” fresh benefit of major, West Coast food brand Foster Farms with a highly successful Brand PR and event marketing program and production and promotion of the company’s second annual Fresh Chicken Cooking Contest. Broadcast coverage for the contest increased by 160 percent over the previous year while broadcast impressions increased by 372 percent.
- Fineman PR reinforced Foster Farms’ commitment to delivering its locally grown fresh chicken to stores in 48 hours or less. The “48 Hours” consumer event marketing program for Foster Farms included outreach to the news media, through social media and promotions at major West Coast consumer events ranging from Bite of Seattle to the Stockton Asparagus Festival and U.S. Open Sandcastle Competition (San Diego).
- The agency also assisted Foster Farms in leading the “Eat Local, Buy California Grown” campaign, partnering with State Assembly member Fiona Ma and resulting in a resolution (ACR42) passed unanimously by the California State Assembly and Senate to support California agriculture.
- Launched another high end Napa wine, Moone-Tsai, this time for the well known team behind Luna Vineyards of Mike Moone, Mary Ann and Larry Tsai, with renowned, Bordeaux winemaker Philippe Melka. The agency’s work helped bring the small-production label to the attention of top wine industry publications, where the brand earned glowing recommendations and ratings along with a virtual sellout of the current vintage.
- The year also brought Brand PR success to the launch of a mobile real estate punch list app from Imfuna, recognition to the newly re-named and relocated Palo Alto University, repositioning and awareness to Autism Research Institute, category leadership and national recognition via a Harvard Business Review feature about the National Outdoor Leadership School (NOLS), and gained credibility and widespread attention for Musco Olive Co.’s environmentally groundbreaking efforts for its innovative waste recycling and solar energy programs. Other new Brand PR clients included Sterling Meat Company and Girl Scouts NORCAL.
- We also learned that the highly successful “Say No to Plumping” campaign, which we developed for Foster Farms in partnership with ad agency Goodby, Silverstein & Partners, is scheduled for inclusion in the Smithsonian Natural Museum of American History’s forthcoming American Enterprise Exhibition, slated for 2014.
- Our Latino division, Mosaico Public Relations, continued its run of client success with the development of a sales support program for Annabelle’s Candy Company, one of the largest independently-owned candy bar manufacturers in the U.S. Mosaico was also instrumental in Latino community outreach for Autism Research Institute’s Las Vegas conference, enlisting and working with a Spanish speaking pediatrician with experience in treating autism spectrum disorders.
- Our clients continue to rely on us for social media strategy, monitoring, response and measurement. In crises, social media can be crucial in disseminating information and mitigating the spread of misinformation. In our work with schools and universities where students are our primary audience, a Facebook post and/or a tweet is often more effective than a traditional statement.
Crisis Communications and Issues Management for several clients, including:
- UC Hastings College of the Law in San Francisco; Schools of the Sacred Heart in San Francisco; House of Air adventure recreation facility in San Francisco; Abilene Christian University in Texas; Chapman University in Orange County, Calif.; Westmont College near Santa Barbara; and for Wyoming-based National Outdoor Leadership School.
Fineman PR launched its new website, www.finemanpr.com, which reflects both the glamour of its home base in San Francisco and the grit of city life among San Francisco’s hard working population and neighborhoods — all that make the City real, alluring and compelling. Our goal was to create a picture reflecting our agency and the City where it is based: diverse, creative, edgy, smart and innovative, a center for technology, food, wine, style, hospitality, top universities, medical centers, and, yes, free expression. We welcome your review of our credentials.