TOTO needed an agency with strong digital capabilities to grow their social media following and engagement across social media platforms, so Fineman PR provided them with data driven options to achieve their ideal results. We started with a social media performance audit, developed a Facebook look alike audience for targeting purposes, A/B tested content and calls to action to optimize ad performance, and organically grew Twitter engagement by engaging with local, Bay Area Twitter accounts (Karl the Fog, the AT&T Park Seagull, MUNI, etc.).

WHAT WE ACHIEVED

• Following Fineman PR’s organic Twitter strategy, TOTO saw a 73% increase in impressions, 160% increase in profile visits and 925% increase in mentions.
• The overall Facebook engagement rate more than doubled from 3.9% to 7.8%. We saw a 1,900% increase in actions on the page, 11,900% increase in page likes, 733% increase in post engagements, 594% increase in page views, 233% increase in reach and a 35% increase in video views since we were brought on board.
• Fineman PR produced an influencer event (from concept to execution) that resulted in organic reach of over 1.8 million followers.

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Fineman PR has been involved in the health sector through our partnership with HealthRIGHT 360 for many years, giving us ample knowledge of the sensitivities and opportunities that come along with working in healthcare within the San Francisco Bay Area. When the organization tasked us with increasing their reputation and brand awareness for offering healthcare in San Francisco to low income patients leading up to a new Integrated Health Campus opening, we knew we would need to craft a plan that was reflective of HealthRIGHT 360’s values of providing compassionate, integrated care for all people in need.

 We developed a program that would keep all internal and external audiences apprised of any changes/upgrades during the move to the newly renovated facility and developed the messaging platform with materials specific to both audiences. Working holistically, we kept all the stakeholders informed and up to date while continuing to raise the CEO’s visibility and strengthen her position as a thought leader through targeted media opportunities.

WHAT WE ACHIEVED

• From subject-matter expert interviews and op-eds to in-studio TV appearances and more, Fineman PR continually elevated HealthRIGHT 360’s brand in San Francisco and throughout California
• Coverage included the San Francisco Chronicle, Capitol Morning Report and Hoodline as well as frequent mentions in client-targeted Bay Area broadcast outlets.

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Fineman PR has worked with HNTB on a number of local initiatives surrounding transportation and infrastructure, but linking the company to one of America’s largest sports past times – the Superbowl – proved to be one of our most exciting and creative projects to date. Fineman PR capitalized on the fact that Superbowl 50 would be hosted in the HNTB-designed Levi’s Stadium and implemented a strategic media relations plan – that worked within strict NFL messaging guidelines – to successfully secure local and national media coverage for our client.

• Positioned the stadium rather than the sporting event as the focus and worked within strict NFL messaging guidelines.
• Secured media interest prior to sports-related coverage peak.
• Utilized the stadium’s unique architectural and sustainability features to showcase HNTB’s expertise in the industry.

WHAT WE ACHIEVED

• Fineman PR secured coverage resulting in over 400 million impressions, including 246 online/print articles and 13 broadcast segments. Highlights include top tier national media  such as the Associated Press, New York Times, Washington Post, ESPN, NBC Sports, Bloomberg radio, etc. 

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A city’s image can make or break it’s ability to thrive and grow, and Fineman PR has firsthand experience on the challenges that come along with rebranding a city through our experience with the City of Emeryville. Fineman PR reversed the city’s reputation as a “dying steel town” and instead focused on differentiating Emeryville from competing cities.

With the go-ahead from Emeryville’s policymakers, we researched the opinions of residents and local business people using focus groups and citywide surveys. Using that data to drive our communications efforts, we formulated a two-tiered program involving B2B and B2C consumer awareness campaigns in addition to positioning Emeryville ahead of competing cities in regards to political/business climate and long-range development opportunities.

WHAT WE ACHIEVED

• Fineman PR successfully transformed the city’s reputation, maximizing the benefits of the city’s location and affordability, promoting it as an attractive and progressive place to live and do business.

• Coverage reflected nationwide attention as an urban success story. Highlights include New York Times, USA Today, Los Angeles Times, Urban Land and many other media via wire services

• We secured strategic publicity placements and successfully addressed one of the nation’s largest developers regarding issues with an environmentally-sensitive shoreline area.

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Fineman PR guided Odwalla, a brand specializing in all-natural healthful products made from fresh fruit and vegetable juices, through the critical moments of response and reaction to a deadly outbreak of e. coli 0157:H7 poisoning in their drinks containing apple juice.

We provided extensive strategic council around communicating the company’s genuine care and concern for those who became ill, which was critical considering that many of the cases involved sick children. Fineman PR advocated that Odwalla establish themselves as an active partner with the FDA and other health officials, as open and candid with communicating new information to the media, and as willing to change procedures to improve safety while maintaining quality. Additionally, within the high-stress situation, we conducted a thorough media training for the CEO, Chairman and Plant Manager, and referred The New Food Laboratory as a third-party food safety resource (which Odwalla subsequently hired).

WHAT WE ACHIEVED

• Fineman PR’s strategic counsel on demonstrating honesty and concern for the consumer while staying true to brand values clearly resonated with consumers. Market research conducted in November showed that 94 percent of consumers in affected areas had heard about the crisis. Of those, 97 percent felt that Odwalla had made the right response. Over half reported that they felt more favorable toward Odwalla than they had prior to the crisis.

• Odwalla stock, which had fallen from $18 per share to $9 at its lowest point, rebounded to $13 and climbed.

• Daily news analysis showed that the press was unanimous in its early praise for Odwalla’s management of the situation; the company was positioned in the media as being both caring and responsible; consumers quoted in the press said they perceived the situation as an unfortunate tragedy for everyone including Odwalla (rather than as a catastrophe caused by the company); the stories which followed the crisis reflected the tone initially set forth in the strategic plan.

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Our Approach

• Promote the grand opening of each new Dunkin’ Donuts restaurant in the Bay Area
• Introduce Dunkin’ Donuts to Bay Area residents, influencers and local media
• Position each restaurant as a partner to the community it serves
• Organized grand opening events with ribbon-cutting ceremonies featuring mayors, city council members, and local dignitaries to welcome the brand to each community. Grand openings also included check presentations with a donation to a local nonprofit, giveaways for attendees, music, and an appearance by Dunkin’s mascot, Cuppy.
• Managed Dunkin’ Donuts’ Northern California social media presence across Facebook and Twitter, sharing updates on new openings, menu items, and programs to help spread the word and engage with locals.
• Maintained buzz year-round through pitching and promoting national initiatives, including Free Donut Friday, Freeze the Day with $1K, National Coffee Day and, of course, National Donut Day.

WHAT WE ACHIEVED

• Managed nine plus grand opening events all of which have been welcomed with long lines of fans.
• Events have garnered more than tens of millions of impressions from top Bay Area media: local TV and radio stations (e.g., KTVU, KPIX, KCBS, KGO); online outlets (e.g., SF Chronicle, East Bay Times, EaterSF, 7×7) and posts by regional social media influencers. We continue to work with Dunkin’ Donuts as they expand their presence across Northern California.

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Fineman PR has worked on projects for Baskin-Robbins since 2016, providing us the unique opportunity to craft media outreach around creative products for the world’s largest chain of ice cream specialty shops.

In 2018, the company launched a “milkshake mixology” program, encouraging guests to create their own custom milkshake by choosing two of the brand’s wide selection of ice cream flavors to make a unique blend. Fineman PR drove the local activation of this initiative by providing strategic counsel and media/influencer relations support around a St. Patrick’s Day sampling event for the Mint Chip ‘n Oreo Cookie blended creation.

We developed a two-pronged approach. First, we targeted media outlets and journalists known for their focus on food across the San Francisco, Sacramento and Central Valley markets, offering top tier outlets product drops and custom-generated product photos. Then, we carefully selected “foodie” influencers with followers that matched our key demographics to partner with and enhance buzz around the event on social media.

WHAT WE ACHIEVED

• Fineman PR secured over 8.7 million media impressions in San Francisco Bay Area, Central Valley and Sacramento markets within a two-week period.

• Coverage – from Eater SF to Time Out SF, KTVU-TV and KGO-TV – spanned a range of outlets from broadcast on local TV and radio stations, to online articles and social media influencer posts.

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In 2016, Fineman PR was asked by the American Humane Association (AHA) to inform the public about the retirement policy in place for Military Working Dogs (MWDs) – which at the time stranded retired MWDs abroad – and encourage a push to change that policy for the benefit of veterans and MWDs alike. AHA asked Fineman PR to help inform the public about the plight of these retired canines in an effort to change U.S. policy. The program’s goal was to permit military dogs to be brought home to the U.S. prior to official retirement to avoid them being left behind overseas.

We advised AHA on a strategy that humanized the story of the dogs and their handlers, drawing attention to the amazing acts of service from both MWDs, their veterans and the policy currently keeping the two apart. We organized reunions at airports across the country, crafting messages in the veterans’ own words on why the dogs were so important and promoting those stories to media through on-camera homecomings and online reports.

Objectives

• Raise public awareness of the plight of these retired canine heroes and the supportive benefits they provide their former handlers, now veterans, many of whom suffer from post-traumatic stress disorder (PTSD), which can be alleviated by bonding with an animal.
• Build nationwide demand for change in government policy to ensure that hero dogs will not be stranded abroad.

Strategy/Tactics

Our strategy was to humanize the story of these hard-working dogs and their handlers – initially at a regional level –to create meaningful connections between the general public and these unsung heroes.  The local interest would build interest in a major national event at the U.S. Capitol. All efforts were designed to galvanize media attention. We organized reunions at airports across the country for maximum visual appeal and storytelling of the emotional connection between soldiers and their dogs. For each reunion, we created stories in the veterans’ own words to describe how important these dogs were to them, and used the stories in all media advisories, pitches and news releases. We also arranged for media – and through them, the public – to witness the joy of the human-animal bond being re-established. The media, in numerous articles, broadcasts and online reports, brought the dogs’ and handlers’ heart-warming and sometimes harrowing stories to the broad public.

Results

On July 23, we took our message, along with three dogs and their handlers, to Capitol Hill for a Congressional briefing, which resulted in 193,250,816 more online impressions and an additional broadcast reach of 12,865,454.

In total, the campaign earned 1,427,341,192 online/print/broadcast media impressions. Beyond media coverage, it led to the passage of the 2016 National Defense Authorization Act, which mandated that military working dogs be returned to U.S. soil upon retirement and reunited with former handlers.

WHAT WE ACHIEVED

• On July 23, we took our message, along with three dogs and their handlers, to Capitol Hill for a Congressional briefing, which resulted in 193,250,816 more online impressions and an additional broadcast reach of 12,865,454.

• In total, the campaign earned 1,427,341,192 online/print/broadcast media impressions, including top tier media outlets such as BBC, NBC, CBS, USA Today in addition to local print, online and broadcast coverage nationwide.

• Through this campaign, AHA was able to make a difference in the lives of both retired military dogs and veterans everywhere. Fineman PR guided the organization’s media strategy to make beneficial and lasting change for those (canine and human alike) who have served heroically on behalf of the United States.

• Through the joint efforts of AHA and Fineman PR, Congress passed the 2016 National Defense Authorization Act, which mandated that military working dogs be returned to U.S. soil upon retirement and reunited with former handlers.

Video Link

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