Creating Consumer Confidence
Shreve, Crump & Low
The challenge
How do you restore a legacy? When Shreve, Crump & Low reemerged into the market from bankruptcy it faced two difficult tasks, rebuilding sales and restoring Shreve’s 200-year old image as America’s most valued and respected jeweler, tabletop, giftware and antiques dealer..
Kortenhaus in action
Kortenhaus thrives on working with complex and difficult problems. Not surprisingly, the project team delivered an inventive and high-powered integrated marketing plan. It featured an innovative, six-part, in-store special events program designed to highlight specific merchandise. This was coupled with a comprehensive media relations effort highlighting the retailer’s unique history, length of service, quality merchandise and service-oriented sales staff and policies.
New future for an historic retailer
As a result of the promotions and press program, Shreve, Crump & Low was able to restore and add to its customer base.
- Exceeded holiday sales goals by 14 percent.
- Connected with 5,000 new customers.
- Obtained quality, in-depth coverage by The Boston Globe Magazine, The Boston Herald and The Boston Business Journal.
- Generated press that was picked up by the Associated Press and Businesswire.
Everyone Benefits
Boston City Hospital’s Kirk Scharfenberg Home for Children with AIDS
The challenge
After the final steps were completed on Boston City Hospital’s Kirk Scharfenberg Home for Children with AIDS, two final challenges remained: promoting the new facility and ensuring financing for its future.
Kortenhaus in action
Kortenhaus began work to gain visibility and awareness through extensive media coverage, both local and national, plus a series of fundraising events to assist in the city’s capital drive to fund the home.
- Circulated a comprehensive press kit, including a fact sheet on pediatric AIDS.
- Designed “Art as a Part” program in which local students created original artwork for the new home.
- Utilized celebrity endorsements from Whoopi Goldberg, Brooke Shields and Robin Williams.
- Hosted three open houses for the social services, medical and business/political communities to help raise funds.
Cause-related marketing gets results
- Secured more than $50,000 in donations.
- Enlisted the Mayor of Boston to speak at the home’s opening, which was televised on all major networks in the Boston market.
- Placed articles in Parenting Magazine, Family Circle, The Boston Globe, Boston Herald, The Tap and other local, regional and national publications.
We Understand Discretion
Crisis Communication
The challenge
Chances are you’ll never get to hear about our best work; and we’ll keep it that way. In today’s era of real-time news coverage and unlimited access to social media, your good reputation can be as vulnerable as it is valuable. Our job is to protect and preserve that reputation in times of crisis.
Kortenhaus in action
Every client is unique. Every situation is different. And every time Kortenhaus is called in a crisis, we will create an execute an appropriate plan of action. We can:
- Research and design a comprehensive media list targeting a wide range of outlets unique to you and your business.
- Develop a library of hypothetical crisis management strategies based on worst-case scenarios.
- Create a library of press release templates for potential media inquiries to ensure quick response.
- Utilize all forms of media, including new and social media, to help broadcast your position.
- Develop key messages and draft appropriate internal and external statements.
- Implement crisis prevention plans for you and your employees.
- Media train and coach designated company spokespeople.
- Advocate transparency with both internal and external audiences.
- Create community support through client involvement with key opinion leaders.
- Provide critical thought to client to minimize negative news.
When to call for help
First instincts are often to go it alone in an attempt to contain the crisis. Often, this results in the loss of valuable time drafting and implementing a comprehensive appropriate response. Any of the following scenarios call for a thoughtful communications plan.
- Acts of Violence
- Bankruptcy
- Boycotts of Company Services/Products
- Business Reorganization/Restructuring
- Corporate Name Changes
- Employer/Employee Relations
- Financial and Legal Crises
- Food Crises
- Individual Crisis Counseling
- Natural Disaster and Accidents
- Negative Press
- Public Affairs
- Rebuilding Corporate Images
Luxury Brand Positioning
The Heritage On The Garden
The challenge
The project was complete. The Heritage On The Garden had transformed a declining neighborhood and was now poised to become Boston’s most fashionable shopping and dining destination. Following the completion of this mixed-use development, the challenge remained clear: ensure the long-term success of the project by communicating the quality of the European luxury retailers and restaurants to the city’s most affluent and fashion-forward shoppers.
Kortenhaus in action
Kortenhaus Communications used a two-pronged approach to strategically position The Heritage On The Garden as the premier shopping destination in Boston’s competitive luxury marketplace:
- Initiated a strong community outreach program that partnered with marquee non-profits.
- Delivered a comprehensive advertising campaign designed to target select media outlets.
Continued Success
- The Heritage enjoys a 100 percent fully-leased complex.
- Retailers routinely surpass monthly target sales goals.
- Media coverages acknowledges that The Heritage On the Garden is a role model for future successful urban retail development projects.
Establishing Brand Leadership
Hermès
The challenge
The house of Hermès is internationally renowned in the fashion world, yet when it opened its first boutique in Boston, its local customer base was somewhat limited. The challenge: build an active and vibrant roster of New England patrons.
Kortenhaus in action
Kortenhaus sought to leverage the international heritage of Hermès of Paris as a cultural leader through a strong community outreach program. This included:
- Conducting in-depth market research to identify existing local Hermès customers.
- Following up with targeted media communications designed to drive potential customers into the store.
- Utilizing in-store events to promote the brand to key constituents.
- Creating important partnerships with selected non-profits.
Creating a model for success
- Increased customer base by 32 percent.
- Exceeded target market sales goal by 12 percent.
- Maintained sales goals over long term.
- Inspired the creation of a Business Development Committee for Hermès stores nationwide.
- The Hermès launch program became the model for every subsequent luxury brand opening in Boston.
Repositioning a Classic
Ritz-Carlton
The challenge
It couldn’t be ‘out with the old, in with the new.’ Upon completion of its acquisition of the Ritz-Carlton trademark, Atlanta-based real estate development company W.B. Johnson Properties faced the unique challenge of how to infuse the rich tradition of the Ritz-Carlton into W.B. Johnson’s contemporary vision of a new collection of Ritz- Carlton hotels and resorts.
Kortenhaus in action
Bold and innovative, Kortenhaus Communications developed a unique strategy that focused on showcasing the Ritz-Carlton’s recently acquired 18th and 19th century fine art and antiques collection as a way to link the heritage of the brand with the newly established hotel company. By highlighting selected works in a quarterly newsletter, creating a series of hotel art walks and maps, weekend art excursions and a special art collectors’ dinner series, the hotel company garnered national media exposure and positioned its Ritz-Carlton Hotels to attract connoisseurs of a luxury lifestyle.
Results any connoisseur will appreciate
- The Ritz-Carlton is recognized as having a world-class art collection, with museums requesting works on loan for special exhibitions.
- It is identified as the industry leader in strategic marketing for incorporating its art and antiques collection.*
- The art guidebooks won a direct marketing award.
- W.B. Johnson established its commitment to providing unparalleled luxury in its properties.
