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Client Portfolio Specialty Areas | Case Studies
Communicating the message of a technology organization is unlike communication in any other industry, it is in a constant state of flux. It is essential for technology messages to be clear and timely. The team at Shorey PR has the expertise and knowledge crucial in communicating complex technological messages to multiple audiences. We define and refine the messages of start-up firms. We shine at differentiating our clients from the clutter of competition that is inherent in this industry. At Shorey Public Relations, technology trends and advancements excite us. In this field we are dedicated to staying ahead of the curve and developing innovative ways to convey cutting-edge concepts. Shorey Public Relations works with technology organizations, from unknown start-ups to national government agencies to cultivate and deliver ideas in a clean, concise manner that makes a definite impact. With Shorey Public Relations you can expect:
When it comes to building a brand, no one does it better than Shorey Public Relations. We have the ability to influence consumer decisions and lifestyle choices through our strategic media outreach campaigns. Whether it is the introduction of a product to the marketplace or an engagement to increase brand loyalty, Shorey Public Relations provides lifestyle clients with a team that works harder, better and smarter than some of the countries leading agencies. With Shorey PR’s Lifestyle Practice you will achieve the recognition you deserve with a stellar ROI. We deliver these results through:
At Shorey Public Relations we make advantage, infusing your message with fresh insight, delivering your stories with intensity that gets results. Infrastructure is perhaps the most important and ignored element we experience on a daily basis. It is our transportation and communication systems, our water and power, our buildings and so much more. A strategic communication strategy can elevate appreciation for the infrastructure that surrounds us each day. A smart approach will educate and inspire others to support initiatives that they ordinarily wouldn’t be aware of. To communicate the message of an infrastructure client, a thorough understanding of the exponential impact each client has on society is essential. The ability to convey the extreme importance of these issues in an effective manner is our key to success in this industry. Shorey Public Relations has triumphed in the infrastructure field because we immerse ourselves in the world of our client and our client’s audiences. The pure necessity of infrastructure is unique and drives innovative communications strategies, clearly delivering messages that are much more complex than meets the eye. With Shorey Public Relations you can expect:
Public and private interests frequently intersect and there is strong competition for recognition. A solid strategic communications campaign can deliver a balanced amount of increased awareness and enhanced credibility without overwhelming the target audience. Shorey Public Relations has the knowledge, skills and relationships to elevate the public opinion of a governmental organization or entity to the next level. When you work with Shorey PR the focus is on your expressed goals and the strategies it takes to make those goals a reality. You can expect top-tier talent and professionalism that parallels some of the largest agencies in the world. As a government entity partnering with Shorey PR, you can look forward to:
Shorey Public Relations has deep roots working in the government industry. In fact, Missy Shorey, the CEO of the firm, began her career on Capitol Hill and the executive team at Shorey PR has a combined 36 years of experience in this sector. Shorey PR has had unrivaled success in this field because we know how to adapt to the daily nuances that are intrinsic in government work. The Shorey PR team has implemented strategic communications campaigns for clients including, the U.S. Department of State, DC Office of the Chief Technology Officer and locally for the Hudson River – Black River Regulating District.
Bulkregister.com
The Challenge – In December 1999 Bulkregister.com opened its doors, intent on becoming a premiere domain-name registrar for the Internet. This was possible because the federal government had just ended monopoly held by Network Solutions—the Internet’s sole registrar—and had begun approving a few additional companies to enter the marketplace. Bulkregister.com wanted to establish immediate leadership in this emerging global market, but how could it build the brand awareness, capture the market share and gain the technical credibility it would need for government approval. The Strategy – We wanted to find creative ways to explain the technology in a way that every consumer could understand. We focused on “translating” the technical talk using humor in order to demystify the entire process. The campaign was called, “There’s Got to be a Better Way!” For example, our ads showed that if somebody did not know about lawn mowers, he might try to cut his lawn using scissors. People who did not know about tank trucks might try to fill their swimming pools cup-by-cup. A mother who wanted to serve her family turkey, but did not know about ovens, might try to cook it with a lighter. We used an award-winning photographer to create this campaign in record time. It was up and running in six weeks (compared to the industry standard of six months). We organized a radio satellite tour and arranged interviews with premiere publications. We created a media-savvy pitch that explained the entire domain-name industry and history. Shortly thereafter, top tier networks like CNNfn and respected industry trades including NetworkWorld and Interactive News ran the story. The Results – Within four months, Bulkregister.com became the number two registrar in the world, second only to the incumbent, government-approved former monopoly Network Solutions. We were able to raise awareness and build a brand while demystifying a cutting-edge industry. The Catie Hoch Foundation
Client Name: The Catie Hoch Foundation Client Type: Non-Profit Organization Engagement: Increase public awareness and preference both locally and nationally Shorey PR Offering: We realize that while the promotional needs of most businesses are similar in scope, the needs of non-profit organizations like the Catie Hoch Foundation are unique. In addition to the standard tactics used for traditional engagements, including messaging, strategic outreach and communication counsel, our approach is structured around the main objective of the Catie Hoch Foundation - to increase awareness necessary to establish a transitional research position at Memorial Sloan-Kettering Cancer Center without altering the manner in which the Foundation currently operates. Center for Economic Growth
The Challenge – A compilation study titled, “Estimating the Fiscal Impact of Alternative Futures for the Capital Region” was created, comparing four different options and multiple data sets for growth of the Capital Region. Since choices made by Capital Region residents would affect how the growth of the area would take place, CEG wished to spark a dialogue about the choices that face the Capital Region along with the future impacts of major growth initiatives. The goal was to encourage educated decisions among economic leaders in the region and spark communication for major growth initiatives. The Strategy – Shorey PR summarized the study into a four-page graphical brochure. An aesthetically pleasing cover, highlighting the treasured monuments and natural resources of the Capital Region was created. The title of the brochure was “Igniting a Regional Dialogue for Smart Growth Options.” The brochure was given to those invested in the growth of the Capital Region and served as a starting point for structured forums and widespread “word of mouth” about smart growth options for the Capital Region. The Results – CEG now has a piece of collateral that can be used to summarize the choices that will affect all Capital Region residents based on complex research from economic development experts. The brochure created by Shorey PR served as an advantage, reducing the time needed to explain complex issues. This brochure will have impact on the smart growth choices made in the Capital Region now and in the future. Center for Economic Growth
The Challenge – The Center for Economic Growth funded research and facilitated a conference entitled, “ Benchmarking Tech Valley,” that utilized a dynamic model to identify most comparable economies to the Capital Region. The research compiled was complex and amounted to approximately 200 pages of raw data. Once completed, CEG wished to display the research findings at their annual meeting at which 450 were expected to attend. The knowledge needed to be displayed in a manner that would encourage economic growth in the Capital Region and could be easily understood by multiple audiences. The Strategy – Shorey PR worked with CEG to analyze the research and highlight significant findings. Together CEG and Shorey PR created a brochure that displayed these findings in a “snapshot” format and would appeal to those in attendance of the CEG annual meeting and business leaders considering relocating to a tech savvy environment. Shorey PR began by reading and analyzing the research findings, created succinct yet comprehensive brochure text and worked to display the information in a visually appealing way. The Results – Hundreds of pages of data were summarized into a four page brochure. Because of this, information was portrayed to key audiences in a way that encouraged consumption and consideration. The brochure met CEG’s goal of displaying complex research findings in a manner that inspired external audiences to consider the capital Region while internal audiences were encouraged to take action in and believe in the future economic growth opportunities in the Capital Region given the proof points gathered from the benchmarked U.S. cities. Connelly's Diamond Gallery
The Challenge – After more than a decade of successfully dressing Capital Region residents in diamonds and other fine jewelry, Connelly’s Diamond Gallery owners, Dennis and Cindy Connelly, saw the opportunity to move to a better location and seized it. The new location, just across the street from where the store previously was located, was 600 square feet larger and was custom designed with elegant mahogany display cases, a private diamond room and a state-of-the-art jewelry facility equipped with a laser welder. Since the move was not significant and there is intense jewelry store competition in the area, the Connelly’s hoped to garner publicity and overall attention of their new location in spite of the negatives. The Strategy – The Shorey PR team along with the Connelly’s created the Grand Opening event theme “Dazzle Yourself in Diamonds and Drinks” as a way to introduce their new location with the goal of increased awareness in the Capital Region. The agency designed an economical, elegant invitation, which was mailed to 1,500 area customers. A ribbon-cutting ceremony was created to increase awareness and the Connelly’s preferred charity was tied into the event to help develop an elegant party to reflect the new location and to bring out their loyal and potential customers. Lastly, the agency decorated the outside with lights, valet parking and a red carpet entry to acquire as much drive by attention as possible. The Results – As a result of Shorey PR’s outreach efforts, more than 200 friends and loyal customers explored the store’s designer and custom jewelry lines while enjoying martinis, bellinis and dining on hors d’oeuvres. As devoted supporters of the Juvenile Diabetes Research Foundation (JDRF), Connelly’s announced they would donate a percentage of sales made that evening to JDRF. Laura Caponera, the Vice President of Development for JDRF, assisted the Connelly’s in the ribbon cutting ceremony. On the day of the event, Shorey PR provided on-site support to the Connelly’s and conducted event follow-up by providing media contacts with a detailed press release and photographs of the event, which garnered local media coverage in the Times Union and The Business Review. The Connelly’s exceeded their goal of awareness and were able to make a sizeable donation to JDRF. Chef Dale Miller—Jack’s Oyster House The Challenge—Jack’s Oyster House in Albany is New York’s oldest restaurant and continuously run by the same family. The business engaged the services of Shorey PR to help executive chef, Certified Master Dale Miller, elevate his presence on a national level with a submission to The History Channel for the opportunity to become the host of a new show called “America Eats,” which called for a leading chef with knowledge of the history of American cuisine. Shorey PR was tasked with developing a creative and persuasive media kit demonstrating Chef Miller’s historical, culinary and personal qualifications for a national audience in just two days. The Strategy—With a significantly truncated time frame, Shorey PR compiled a press packet in the form of a culinary treasure chest, consisting of items with an old world feel and packaged in an antique hope chest. Shorey PR stylized the culinary treasure chest and prepared a detailed press kit (made of two paper chef’s hats bound together to form a folder) highlighting Master Chef Miller’s culinary achievements, an article on American Cuisine written by Chef Miller and the history of Jack’s Oyster House. Shorey PR conducted strategic follow up with the casting company to determine timing for selection of host and overall impression of the press packet. The Results—The press packet/culinary treasure chest was received with great enthusiasm. The casting company expressed they were ‘wowed’ by the presentation and relevancy of the materials included, giving Chef Miller an edge above the national competition. The History Channel is in the process of conducting development casting and should they find the person that best meets their expectations as a possible host, they will begin production for the new show, “America Eats.” ClassBook.com 
The Challenge—ClassBook.com started out as a cost effective book buying solution for students to purchase textbooks online. However in response to the rising costs and resources needed for schools to operate their own on-site bookstores, ClassBook.com evolved from providing books to individual students, to providing books to entire educational institutions – essentially creating customized online bookstores which give public, private and parochial educational institutions a complete book purchasing, delivery and buy-back solution. Shorey PR was tasked with developing an awareness and outreach campaign for the unique ClassBook.com textbook procurement service. The Strategy—Shorey PR created a campaign to distinguish ClassBook.com from both “brick and mortar” campus stores as well as other online services. Extensive messaging efforts and customer interviews with key faculty and administrators from numerous educational institutions revealed how ClassBook.com benefited students, parents and school staff by saving them time, effort and money. Shorey PR used these insights to create case studies and web content providing the basis for all current and future earned and paid media efforts. Shorey PR ensured that all ClassBook.com collateral materials contributed to the new ClassBook.com identity and brand. The Results—Shorey PR developed a branding and identity campaign that demonstrates the unique attributes of ClassBook.com and differentiates it from other online book purchasing agents. ClassBook.com is now positioned to become the leading online textbook procurement service. ClickAction
The Challenge – ClickAction stood at the forefront of e-mail marketing: the first company to market with customized option e-mails sent directly to consumers. The company and its dynamic CEO Gregory Slayton attracted media attention in both industry and popular press – culminating in Slayton’s photograph appearing on the cover of Time magazine during the boom era of high-tech companies. The question was how to sustain the momentum. The Strategy – Moving beyond press releases and other traditional press outreach strategies, we created memorable and effective “smart insider” events around the country, including a reception in New York City at Forbes magazine. These events effectively continued updates to the press and created fertile ground for coverage of future releases of ClickAction’s software. The Results – The press maintained an interest in and continuing coverage of ClickAction and its upcoming products, a difficult proposition in the “next big thing” era of high-tech press reporting. Computer Intelligence Associates
Client Name: Computer Intelligence Associates Client Type: Technology, Premiere Service Engagement Type: Thought leadership campaign Shorey PR Offering: In a market with many providers and big names, Shorey PR is raising the profile and credibility of this small firm comprised of smart people and high service. To do this, we focused on messaging: creating smart stories, and developing a communications and thought leadership campaign. We help our client review and select appropriate industry conferences at which to be seen and/or present papers. Computer Intelligence Associates is currently in the running for a position in the Inc. 500. CoreLocation The Challenge – CoreLocation, a Maryland-based real estate concern, recognized that while many industrial cities around the country were having problems with their old, increasingly unused industrial sites, many of these locations held promise as homes for telecommunications facilities – particularly broadband connections and web hosting. The existing electrical and telephone infrastructure, building size and relatively remote location made the sites ideal for telecommunication operations. Too often, however, CoreLocation faced skepticism from both potential buyers and the communities as it attempted to develop these sites. The Strategy – We chose an earned media strategy because of the persuasive impact of articles in the public press and industry trade journals. Our job was to translate the complexities of the real estate world in a way tech-savvy buyers could easily understand in order to raise awareness of the possibilities in these urban locations, and instill confidence in potential clients about the activities inside these buildings. The Results – CoreLocation received front page business section coverage in the Washington Post and heavy coverage in leading industry publications with an emphasis on mid-Atlantic real estate interests, demonstrating both the viability of the concept and the thought leadership of CoreLocation in this area. Corvis Corporation
The Challenge – Corvis was a highly successful optical networking company whose July 2000 IPO ranked as the fourth largest in NASDAQ history at the time. Once the company went public, Founder and CEO Dr. David Huber faced the question of how to maintain the pace of Corvis’ press coverage while also taking it to the next level to promote its technologies and capabilities. The Strategy – A two-pronged attack focused on analyst relations and press relations, supported by a full-service communications plan. We set up a national tour to explain Corvis’ all-optical offering, during which the company’s leadership met with every major analyst firm in the United States. We also supported Corvis’ trade show appearance both domestically and internationally. Press contacts included The Financial Times, USA Today, the Wall Street Journal, Fortune magazine, Bloomberg, the New York Times and all the major industry trade publications. The Result – Corvis’ core audience developed a clear understanding of what the company was doing. And despite the telecom downturn, Corvis proved its product and approach to be a long-term success. Now known as Broadwing Corporation, it remains a customer-focused provider of a top-speed nationwide optical network. CyberCFO DCNet, DC Office of the
Chief Technology Officer DCStat
The Challenge-The 62 city agencies within the municipal government of the District of Columbia had no way to share and use data across agencies. This meant that two or more agencies could be performing redundant citizen services, causing gross inefficiencies and wasting taxpayer money. In addition to agencies operating independently of one another, there was no way for the District to deliver services to citizens proactively by tracking where they needed help and allocating resources accordingly. Mayor Anthony Williams called for a system to reduce crime in the District’s Hot Spot and increase the quality of life for District residents in addition to helping agencies operate as leaner, more responsive, high performance organizations. Once the District developed DCStat, a technology tool to accomplish this objective, it needed help in promoting its availability and use with District agency managers, employees and residents. The Strategy-Shorey PR created a thought-leadership and awareness campaign to educate the District about the new search integration engine. Shorey PR identified appropriate conferences and tradeshows as well as prestigious awards and submitted DCStat applications for speaking opportunities and other recognition programs to highlight the success of the program. We also worked with the DCStat team to create internal and external marketing materials, including logo design, fact-sheets, bylined articles and web word copy, to inform users about the features of the system and promote its use. The Results-Detailed awards application submissions earned DCStat national recognition with an Honorable Mention at the prestigious URISA Exemplary Systems in Government Awards. In addition, Shorey PR supported program managers invited to speak at industry conferences including InfoWorld’s SOA Executive Forum, The American Learning Institute and The Open Group Conference. Earned media coverage in publications including Computerworld, InfoWorld and Federal Computer Week helped establish DCStat as a leader in bringing the District a high performance, responsive, efficient government. The District of Columbia Unified Communications Center
The Challenge- In 1998, Washington D.C. had one of the highest crime rates in the nation causing citizens and leaders to have little faith in the Districts emergency response. Under the leadership of Mayor Anthony Williams and the impact capabilities of Suzanne Peck at OCTO, the District committed to creating a state-of-the-art call center to consolidate the first response of D.C. Police, Fire and EMS. The mission of this facility became even more crucial with the attacks of September 11, 2001, driving the need for a world class emergency response center in the heart of the Nations Capital. Regardless of a recession and year-long funding delays, the Unified Communications Center was successfully completed on time and on budget in September 2006. After eight long years, it was time to let the world know about the embodiment of D.C.’s ‘Worst-to-First’ metamorphosis. The D.C. Government selected Shorey Public Relations for this challenge. The Strategy- Shorey PR combined event management expertise along with security protocols necessary to facilitate a 625 person event that involved Secret Service protection for the Secretary of Homeland Security and the Governor of Virginia. Furthermore, a six-month media relations campaign was launched to ensure third party credibility for the facility and its crucial mission. Additional efforts included analyst and community relations outreach that ensured a clear and consistent message and recognition for key stakeholders throughout the campaign. The Results- In addition to Secretary Chertoff, head of the Department of Homeland Security, being widely quoted as stating he now suffers from “Operation Center Envy”, Shorey PR secured $1.75 million of earned media coverage and dramatically shifted the perception of OCTO from criticism to celebration. The Washington Post lauded Peck for her extraordinary efforts in dramatically changing public opinion of one of the most impoverished and dangerous cities in the nation. There was standing room only in two auditorium venues and the event was filled to capacity. Over 57 media outlets attended the Grand Opening celebration including CBS Evening News, CBS, NBC, ABC and FOX local affiliate stations, The Washington Post, USA Today and several national technology publications. Additionally, coverage was secured in Public CIO, The Washington Times, The Washington Examiner, Congressional Quarterly, Government Computer News, Government Technology and on various other broadcast and publication websites. TerraWatt Power, LLC The Challenge – Advanced Energy Conversion (AEC), a firm whose expertise is alternative energy with the most intense power possible, needed to be certain to gain traction on the first product they were bringing to market. Previously taking part in primarily research and design of products, AEC developed a solar power inverter, the ecoJoule 2500, which they aimed to take to market after 5 years of development. Because the branding of AEC was inconsistent, outdated, often duplicated and too long, they wished to re-name and re-brand their products division to create a platform for the inverter product before it went to market. Branding attributes needed to be simplified, clean and professional. An additional challenge was a two month deadline whereby collateral material needed to be ready for the company introduction at the SOLAR NY tradeshow. The Strategy – Shorey PR conducted a strategic session and developed a structured message and positioning platform for the new AEC products division. Shorey PR then performed internal and external research and documented intrinsic desired characteristics of the new name and logo for the company. When key differentiators were established, Shorey PR and AEC collaborated through two naming rounds where extensive name possibilities came into consideration. With internal and external input the names were narrowed to a top five and then the final name was chosen. Additionally, this process is sensitive to the realities of the online world. Key names were evaluated for consistency, clarity and web availability. With the verbal brand established, the visual brand became the key priority. Multiple design, color and layout choices were explored in a collaborative fashion with company insiders and investors. Thanks to rapid turnaround and client responsiveness the visual identity was completed so that patent and trademark work could begin with legal counsel. The Results – All deadlines were met and the client now has an enduring, dynamic, consistent brand that will support separate business units both now and in the future. The TerraWatt Power, LLC corporate identity will reinforce national and international sales efforts moving forward. Federal and State Electoral
Campaigns Hattie’s Restaurant
The Challenge—Hattie’s Restaurant is a Saratoga Springs, NY landmark. Hattie opened her chicken shack in 1938 and became legendary for her fried chicken and her home style cooking. New owners Beth and Jasper Alexander wanted to keep the spirit of Hattie’s intact, but add their own unique flair as well. Jasper, a CIA trained chef and Beth, an anchor in the local arts community wanted to garner regional and national press to highlight the continuity of Hattie’s tradition and the contribution of the new owners. The Strategy—Jasper’s training as a gourmet chef brings new life to old favorites. Shorey PR designed a strategy to highlight the updated allure of traditional Cajun foods exemplified by Hattie’s standards and Jasper’s new creations. Because Hattie’s was always more than just a restaurant, we also highlighted their events like the crawfish festival and charitable fundraisers—demonstrating that Beth and Jasper, like Hattie herself, occupy a role in the community beyond business owner. The Results—Shorey PR garnered a wide variety of local and regional coverage for Hattie’s in conjunction with special events such as charitable fundraisers for local arts, victims of hurricane Katrina, and the Saratoga Springs Summer internship of the New York City Ballet. Shorey PR also helped secure coverage in the national foodie magazine Taste highlighting the gourmet comeback of Cajun cuisine. Informz, Inc.
The Challenge—the Interactive marketing field oftentimes suffers from negative press. In the current business environment, opportunities abound for service-oriented companies such as Informz to counter misinformation. Shorey PR was tasked with articulating the Informz story to a regional and national audience to help Informz elevate its credibility, as well as the overall perception of the industry, with potential partners, national technology influencers and business reporters. Shorey Public Relations conducted a media and communication program with a national focus for Informz by leveraging CRM partnerships, superior customer service capabilities and overall industry leadership. The Strategy—Shorey PR developed a campaign that demonstrates to potential partners and the general public the positive aspects of interactive marketing through the leadership and innovation driven by Informz. While regional recognition is always gratifying and important for building awareness, Shorey PR sought to create a national media campaign highlighting Informz as a thought leader in interactive marketing. We targeted national mainstream, business, industry and technical outlets to showcase the trends and innovation driving Informz success within this rapidly changing environment. The Result—The Shorey PR campaign resulted in a briefing with the leading independent technology and market research company, Forrester Research, in record time with their top email marketing analyst, Shar VanBoskirk, whose work focuses primarily on strategies for leveraging interactive channels. She is widely quoted in publications such as The New York Times, Fortune, and The Wall Street Journal and has appeared on National Public Radio. Shorey PR also wrote and submitted the successful Business Review 40 under 40 application for Informz President Joe Tyler and secured a front page feature in the Glens Falls Post Star. JBG Properties Koshland Science Museum The Challenge-Located in Washington, DC, minutes from the National Mall, the Koshland Science Museum faces intense competition from the Smithsonian Institute, International Spy Museum and a host of other attractions demanding the attention of visitors to the Nation’s Capitol and local District residents. Further challenging the Museum, its outside appearance obscures a street-level peek inside at the engaging interactive exhibits for passer-by pedestrians or potential audiences. The affiliation of Koshland with the prestigious National Academy of Sciences, home to some of the world’s most brilliant minds, proved to intimidate some potential visitors. Many wondered if the material would be engaging or accessible to a general audience. The museum needed to raise awareness with local residents and active senior communities as well as attract more visitors from outside the DC metro area. The Strategy-Shorey PR created a comprehensive marketing communications campaign to provide Koshland staff with an interactive strategy, updated photographs and visuals, refreshed media kits and a new marketing brochure, media relations and a schedule of events to draw local residents to public programs. We also worked with the Koshland staff to create engaging events and public programs, based on the idea of life long learning, including a series of seminars especially for active older adults. To raise awareness of the museum with visitors to DC, Shorey PR focused on heavy outreach and marketing to travel groups from bus tours to conventions. The Results- Koshland Science Museum has experienced record-breaking, sell-out attendance for public programs, including Polar Bears and Penguins Family Day, Science Comedy Night, Strange Brew: Beer Tasting and the Genetics of Yeast, and The Science of Chocolate. Leveraging community events calendars and a smart online strategy, Shorey PR reached local audiences. New marketing materials and an advertising campaign with placements in Where magazine, Old Town Trolley maps and a host of strategically selected Metro stations are expected to raise awareness of the Koshland as a known attraction. Shorey PR anticipates media surrounding the installation of a new LCD screen TV that flashes science facts and faces the street will create intrigue about the museum with pedestrian traffic. Lake George Forum
The Challenge—The Lake George Forum is a newly constructed 50,000 square
foot multi-purpose trade show, expo-center and ice arena located
on Lake George in Upstate New York. Level (3) Communications 
The Challenge—Level (3) sought to launch a federal awareness and communications effort to distinguish their offerings from competitors in the strict world of federal service provision. This had to be done working within the unique limitations of the federal communications environment. The Strategy—Shorey PR formulated alternative strategies designed to overcome those challenges. We identified key analysts, writers and media, and determined the appropriate story lines for the Level 3 offering as it related to competing for key federal agencies. Shorey PR also secured press interest with top tier publications including Federal Computer Week and Government Computer News. The Result—Shorey PR was able to make something out of nothing: we created messages, identified news stories, outlets and venues, and determined appropriate trade shows to get Level 3’s story out in the most efficient and appealing manner possible. Shorey PR arranged high-level briefings and one-on-one interviews for Level 3 executives. We translated all this information into an in-depth communications plan focused on deriving the maximum amount of value for Level 3’s marketing dollar. Mary Kay Cosmetics Mercury Web Solutions
The Challenge—Mercury Web Solutions, consistently ranked as the Capital Region’s largest web developer, engaged the services of Shorey PR to help them elevate their story from a basic business transition to a trend of regional evolution and business growth. Shorey PR was tasked with conveying a foundation of success and a promising future to employees and clients in a personalized manner. Shorey PR was also tasked with conveying a regional success story for Tech Valley by securing focused business coverage while maintaining confidentiality and strict advanced deadlines. The Strategy—Shorey PR conducted structured message and presentation practice sessions with all four principles to ensure no details were missed. Shorey PR facilitated an advanced exclusive with the region’s premier business publication, The Business Review, in an effort to elevate the story from a basic acquisition to an example of success for Tech Valley. Shorey PR provided a detailed calendar of events, scheduled to the minute, for all four principles, ensuring personal notification prior to press publication, focusing on employees and key clients, to make sure no details were left unmet. Shorey PR carried out rapid fire media relations and interview support on the day of the event both onsite at Mercury Web Solutions and through the Shorey PR office The Results—Mercury Web Solutions obtained their key objectives within 8 hours as planned for during a six week preparation cycle spearheaded by Shorey PR. All Mercury Web Solutions employees and key clients were notified prior to media distribution. The Mercury Web Solutions acquisition story was positioned in the local media as an example of success for the region. An earned media coverage value of $27,500 was achieved. Mercury Web Solutions received top placement in The Business Review’s Technology section, as well as a posting to their online daily web update, and strong coverage in the area’s largest daily newspaper, the Times Union, as well as a posting on their website. The area’s leading news/talk radio station, WROW-AM, also broadcast an interview several times during weekend programming. Mitsui Mining & Smelting Co. (U.S.A.) Inc.
The Challenge—Shorey PR is working to position Mitsui as the leader in Selective Catalytic Reduction (SCR) technology with a specific focus on creating awareness and facilitating a dialogue with key audiences. The Strategy—Shorey PR is positioning Mitsui as a leader in SCR technology using a strategic approach to raise awareness about the cutting-edge Mitsui SCR technology with key audiences and increase interest and acceptance of the technology by key governmental and industry decision-makers. The Results—As a result of a strategic awareness and enhanced preference campaign, key governmental and industry decision-makers are taking note of Mitsui’s cutting-edge developments in the SCR technology marketplace. Motorola NASA NewsAlert Polar Industries, Inc. Saratoga Trunk The Challenge—Recognized as the area’s finest lady’s clothier, The Saratoga Trunk draws fashionable women from near and far with its diverse collection of elegant and outrageous hats- a “must have” for the racetrack- and hand selected styles from Betsey Johnson, Nicole Miller, Eric Javits, Tadashi and more. After nearly a decade of success dressing women in a variety of top designers, store-owner Natalie Sillery, declared New York fashion designer Kay Unger’s collections so prolific that she confidently decided that The Saratoga Trunk would be the first ever independent retailer to exclusively carry “Just Kay Everyday.” The Strategy—Shorey PR invited the local and national media as well as loyal shoppers to join Natalie and Kay for an exclusive champagne reception and industry-changing announcement. The Results—On the day after the reception, Shorey PR provided on-site support at the Seventh Annual Saratoga Fashion Show to benefit a national charity, where local volunteers modeled Saratoga Trunk’s Kay Unger fashions. In follow-up to the events, Shorey PR provided media contacts a detailed press release and photographs. This resulted in national interest from The New York Times as well as local print stories in The Business Review and Troy Record and television news coverage. Serotta Competition Bicycles
The Challenge—Shorey PR was commissioned to position Serotta Competition Bicycles as the premier custom bicycle manufacturer and raise credibility with audience members capable of purchasing a $10,000+ bicycle. Shorey PR distilled the Serotta story and translated it into terms, language and emotions that a broad range of consumers can appreciate and explore as a purchase option for this premiere lifestyle brand. The Strategy—Shorey PR conducted extensive messaging and retail vendor interviews, interviewing the top 12 dealers in the world for Serotta Competition Bicycles to find out what matters to consumers, and then translated those insights gained into messaging and story concepts with relevance to select American consumers. Shorey PR also conducted a national outreach campaign to reach business leaders and successful entrepreneurs. The Results—Unprecedented brand strength and awareness were gained through outstanding media coverage in outlets such as: U.S. News & World Report, Inc., Fortune Small Business, Bicycling Magazine, BusinessWeek, The Wall Street Journal, Bloomberg Markets, Cargo, Self, Fitness and many other top tier media outlets that could be leveraged by vendors to convey instant credibility and purchase preference. For the launch of the Meivici (Serotta’s all-new, all-carbon, all-American bike), Shorey PR was able to create significant in-roads with deep trade publications. Over the course of one trade show, Interbike 2005, Shorey PR secured 14 interviews with media outlets including: Bicycling and Mountain Bike Magazines, Cyclingnews.com, EXPN – Bicycle Radio 860AM, and Roadie International. However, this was pre-empted by an exclusive placement in the leading bike trade magazine in the industry, Bicycling Magazine, which not only included a feature of Serotta Competition Bicycles in their November issue, but also ran follow up coverage in their December issue. Shorey PR put an exclamation point on the campaign with a CNBC ‘On The Money’ segment where Serotta was the only bike manufacturer mentioned by name and the only one to be interviewed. The fifteen minute segment referred to cycling as the new golf for high powered executives and luxury-oriented individuals, Serotta’s key target demographic. SONY/BMG MUSIC
The Challenge – In early 2004, SONY/BMG was preparing a charity
compilation CD called Patriotic Country, comprised of patriotic
songs by leading country music artists including Lee Greenwood,
Randy Travis, Brooks & Dunn, Martina McBride, Kenny Chesney,
Hank Williams, Jr., the Charlie Daniels Band, Kenny Rogers and Alabama.
A portion of the proceeds from the recording’s sales would
be donated to the United Service Organization (USO) by Music for
a Cause – the driving force behind the CD’s concept.
Because of the charity tie-in, we were brought in to offset standard
advertising and promotion with direct press coverage of the project. TL Metzger & Associates,
LLC The Challenge—TL Metzger & Associates, LLC is a Capital Region commercial and residential real estate development powerhouse looking to determine marketplace opportunities that would enable them to distinguish themselves from the competitive pack through proven and innovative marketing tactics. The name TL Metzger stands for integrity and trust as well as expertise and efficiency, and the service clients and potential clients receive in their hands is unmatched by any competitor, no matter the size. Shorey Public Relations was tasked with developing a strategic marketing and communications campaign aimed at positioning TL Metzger & Associates as the premier company for business relocation, providing both commercial and residential Real Estate expertise. The Strategy—The key objectives of the TL Metzger campaign were to maximize advertising investment and build market credibility and preference. To accomplish these objectives, Shorey PR conducted an analysis of both existing TL Metzger marketing activities and resources along with the marketing activities of primary competitors. We examined promotional mix elements with activities for: advertising (paid media), direct marketing, interactive/internet marketing, personal selling and public relations (earned media). Shorey PR provided counsel to ensure optimized writing techniques, effective timing and compelling design for current and future paid advertising efforts. TL Metzger marketing materials were also reviewed and updated to ensure items carried the core messaging and appropriate attributes. Shorey PR ensured that collateral materials reinforced the TL Metzger message. The Results—Shorey PR issued a current findings and recommendations report for future marketing endeavors. Recommendation activities were prioritized to drive firm prestige and sustainability. The report included a side-by-side analysis of TL Metzger verses specific competitors to demonstrate noteworthy activities of the competition and how TL Metzger could respond and even “leapfrog” significant activities. Shorey PR issued a year-long recommendation calendar for print, TV & web outlets to support a strategic advertising buy that eliminated the majority of reactive purchase decisions. Shorey PR helped create copy and provided design counsel for a refreshed brochure that conveyed superior services and professionalism. The brochure artwork was also the basis of a general print branding advertisement. U.S. Army
The Challenge – Throughout its history, the Army has remained sensitive to the use of soldiers in commercial activities, particularly during wartime. Still, Army leadership was interesting in supporting the aims of the Patriotic Country music CD (see SONY/BMG), particularly its charitable and pro-soldier components. How to overcome the historic reluctance? The Strategy – By leveraging our military contacts and Top Secret security backgrounds as well as understanding and insisting upon appropriate standards of conduct by everybody involved in the Patriotic Country project, we believed it possible to allay any fears Army leadership might have about the campaign. The Results – We were permitted to show soldiers in a dynamic video as part of a television commercial for a direct-sale for the nationally released CD. We were also able to secure permission for a promotional performance by Patriotic Country artists on board the USS Intrepid in New York City during Fleet Week. To date, we continue this relationship by helping to coordinate leading entertainers participating in 101st Airborne ceremonies and celebrations. U.S. Department of State
The Challenge – The U.S. Department of State wanted to increase the number of minorities applying for and being accepted to the ranks of its career Foreign Service Officers. The Department faced a shortfall in potential minority applicants taking the Foreign Service Written Examination (FSWE) at the same time it faced increased security concerns regarding its applicant pool following the attacks of September 11, 2001. The Strategy – We developed a plan to move away from the stale government recruiting strategies of the past, implementing instead a cutting-edge communications campaign to reach and motivate a large, previously under-represented talent pool. We acted as a liaison with Edventures Partners as part of a peer-to-peer campaign to ensure success with reaching highly desirable minority applicants. We researched and wrote entertaining and inspiring personal profiles of minority Foreign Service Officers currently on assignment around the world. We provided these profiles as a resource for the Department of State’s website and we also made them available to the subjects’ hometown media outlets for use in human-interest stories. The Results – The $6 million, multi-year campaign, featuring Secretary of State Colin Powell, resulted in historic high registration rates with a record-breaking pass rate for minorities. In fact, during the 2002 campaign, 26,000 applications were received – an increase of more than 200 percent over the previous year. We also created and implemented direct response campaigns that yielded a 500 percent increase in qualified candidates. Valerie for PA
The Challenge—Valerie McDonald Roberts challenged the incumbent Lieutenant Governor of Pennsylvania in the May 2006 primary for a spot on the 2006 general election ballot. In Pennsylvania the Lieutenant Governor runs separately from the Governor during the primary. While voters expressed dissatisfaction with the incumbent, McDonald Roberts did not have the automatic name recognition needed to win the primary. Also working on a very limited budget, earned media would have to be a strong component of the campaign since no campaign ads for television can be purchased and radio spots are limited to the last weekend. The Strategy—Traditional media outlets took a wait and see position on the primary. Until a candidate seems to present a threat to the incumbent, state wide outlets show little inclination to disturb the status quo. In order to gain momentum and highlight McDonald Roberts’ grass roots appeal, Shorey PR made internet influencers a primary target early in this campaign. Bloggers, chat-rooms and message boards made up an important element in spreading the excitement and raising awareness. The Results—The blogosphere proved very receptive to McDonald Roberts and Shorey PR efforts to get her name into the public consciousness. Early on, a number of blogs both quoted and published Shorey PR press releases and her campaign received mentions in more than a dozen. A conservative Blog also interviewed McDonald Roberts for pod cast—a major accomplishment for a progressive candidate! Based on the early ground work, two blogs, Above Average Jane and Keystone Politics, conducted and published in depth interviews. These interviews, and these bloggers support became a talking point on other progressive blogs, particularly in South Eastern Pennsylvania. The progressive community in this region has since turned out for Valerie, door knocking and campaigning at the same time as they support their hometown favorite senate campaign. The mainstream media picked up on Valerie’s candidacy in part because of an aggressive outreach effort but primarily because the buzz existed within the progressive and on-line community. McDonald Roberts garnered the endorsement of the largest circulation newspapers in the state, the Philadelphia Inquirer and the Pittsburgh Post-Gazette and with three weeks until the election the media started pursuing the candidate, verifying the success of the e-strategy.
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