Sweeney | Strategic Marketing & Public Relations | Product Marketing | Case Studies | Sweeney | Strategic Marketing & Public Relations

Shining Examples.

National September 11 Memorial | New York’s Ground-Zero | Winona® Lighting LED Submersible Luminaries

Brilliant Marketing

Annual Campaign Exceeds 500 Million Impressions

As the agency of record for Acuity Brands and its more than 20 product brands, Sweeney achieved unprecedented results for the industry’s leading provider of lighting, daylighting and controls solutions. Through print and digital advertising, publicity, social media, trade show marketing, speaking engagements and more, we achieved more than 500 million impressions and increased web traffic by more than 50%.

CASE STUDY

VIDEO

"In a world of constant demands on your time, having a team like Sweeney is a tremendous asset... and relief."

- Mark Hand, VP Engineering, Indoor, Acuity Brands

Grand Opening

Media Blitz = Millions of Media Impressions in less than 30 Days

In order to support the opening of its first northeast Ohio store, CarMax partnered with Sweeney, and generated more than 11 million media impressions as the direct result of 20 news stories. Focusing on a 30-day window, Sweeney managed publicity and media relations strategies before, during and after the grand opening event. The agency’s efforts resulted in 7 media interviews and 20 news stories made up of 5 broadcast, 9 online and 6 social media hits.

Pre-Grand Opening Coverage	Pre-Grand Opening Coverage
Grand Opening Coverage	Grand Opening Coverage

"This is exactly the type of coverage that we are looking for and I appreciate your team making it happen." - Casey Werderman, Public Affairs, CarMax, Inc.

National Celebration

Big Lots = Holiday Home Décor and More

Big Lots and Sweeney worked hand-in-hand to plan the first ever National Decorate Your Home for the Holidays Week, a festive celebration that included inspirational decoration advice. A multi-platform campaign employed publicity and media relations, social media and blogger relations to achieve awareness, excitement, engagement and conversions leading up to and including the nation’s newest holiday week. Seven key bloggers raved about Big Lots in multiple blog and social media posts, thousands of consumer participated in the social media sweepstakes and media coverage included an interview on FOX Atlanta. The month long campaign totaled 80 million impressions.

CAMPAIGN LOGO	BLOGGER PROJECTS
SOCIAL MEDIA CONTEST	LANDING PAGE

"The Twitter Party went really well, and was trending in the U.S. too. Thanks again for all of your help!"

- Morgen Spon, Social Media Strategy Manager, Big Lots

Brand Building

Publicity, Media Relations & Blogger Campaign

Weiman Products utilized Sweeney’s expertise in the CPG industry to design and implement a successful publicity and media relations campaign, as well as a holiday blogger relations campaign. The brand benefited from product reviews in national, regional and local media like Good Morning America, Family Circle, Good Housekeeping, Consumer Reports, Chicago Tribune, Dallas Morning News and Atlanta Journal Constitution, and the overall campaign resulted in 112 million media impressions. More than 40 bloggers participated in the holiday cleaning product review that produced hundreds of thousands of online impressions and positive product testimonials.

COVERAGE

"The implementation of this blogger relations campaign - created and executed by Sweeney - resulted in hundreds of thousands online impressions and proved to be highly successful for Weiman." - Catherine Bruce, Marketing Services Manager

Royal Grand Opening

Single-Day Media Blitz

Westfield Shoppingtown took Northeast Ohio by storm, purchasing six malls across northern Ohio and hiring Sarah Ferguson as the grand opening spokesperson. With just three weeks to prepare, Sweeney agreed to take on the challenge of making Westfield Shoppingtowns one of the most well known malls in the region. With three grand opening events in one-day, it was a true media frenzy. Front page articles appeared, all major TV networks - FOX, CBS, NBC and ABC - ran stores totaling more than an hour of TV coverage, the Associated Press wrote a story that appeared in hundreds of newspapers across the country, the top five Cleveland radio stations interviewed The Duchess… totaling millions of media impressions.

MEDIA COVERAGE

"I'm at a loss for words. What we pulled off together was nothing short of incredible. I don’t think I’m overstating this…" - James E. Finley, Regional Marketing Director, Westfield Shoppingtown

True Full-Service Support

Marketing & Public Relations

Assurant Preneed – one of the leading funeral insurance providers – leaned heavily on Sweeney for all its marketing and public relations needs. The agency operated as Assurant’s internal marketing department developing and implementing everything from annual strategic marketing plans to agent newsletters, advertising, direct marketing, speech writing, promotional videos, literature development, website support, publicity and media relations and more.

DIRECT MAIL

"Through the course of my career, I've encountered numerous agencies – large and small, boutique and full service. Without question, Sweeney has always proven to be the best partner because of its ability to provide the perfect blend of strategic support and tactical execution capabilities."

- Samantha Franck, VP Channel Manager, Assurant

Grand Re-Opening

Exceptional Strategy Creates Special Event for Nation's Largest Drug Retailing Chain

After exiting the Cleveland market in the late 1960s, the nation’s largest drug store chain was determined to return to the area in a big way. With the opening of its 2,000th store, Sweeney helped Walgreens create and execute a grand opening strategy involving a VIP media event at the Cleveland Indian’s ballpark, ribbon-cuttings and a full day of on-site entertainment. Walgreens dominated the media for nearly 48 hours and achieved one of its best-ever grand openings.

TESTIMONIAL

"Everyone here was pleased with the way the Grand Opening Day went, and much of this is attributed to the professionalism and extra effort of you and your associates."

- Thomas Mammoser, Director, Corporate Communications, Walgreens

Operation Swordfish

The Right Solutions. Right Now.

Sweeney began working with Avery Dennison Specialty Tape Division to direct and support the launch of a new product platform for the automotive industry. Codenamed Operation Swordfish, the commercialization campaign involved a broad range of services, including: market research, product launch strategy, collateral development, publicity, advertising, trade show marketing, and product sampling. The successful launch of the product resulted in Avery Dennison developing additional new formulations and new applications for other industries.

DIRECT MAIL

BROCHURE

TRADE SHOW BOOTH

"Thanks to all of you for your help and support… I was very impressed with our successes."

- David Westerfield, Product Manager, Avery Dennison

Transformation

Local Partnership Garners National Media Attention

Kent State University President Lester A. Lefton and Kent City Manager David Ruller are an unlikely duo on a mission to establish the city and the university as one of America’s elite college towns. We recognized this opportunity and mounted a publicity and media relations campaign to secure target national, regional and local media coverage.

A PARTNERSHIP SEEKS TO TRANSFORM

DOWNTOWN KENT EXPERIENCES REBIRTH

"The New York Times article was the icing on the cake and a meaningful public recognition of President Lefton’s many contributions to the region and the university. Mission accomplished."

- Iris Harvey, Vice President of University Relations

Industrial Storytelling

Application Articles Position Nordson as Industry's Preferred Partner

To help achieve and maintain its position as the leader in precision dispensing equipment for applying industrial coatings to consumer and industrial products, Nordson relied on Sweeney to document a vast array of product application stories for editorial, advertising and collateral development. Sweeney worked with Nordson's audio-visual team to conduct interviews, as well as photo and video sessions to create a comprehensive library of nearly 50 unique editorial and marketing case studies.

MEDIA COVERAGE

"On every project with Sweeney, we received outstanding quality of work and a timely, efficient response to our needs."

- Sue Safos, Communications Program Manager, Nordson Corporation

Increasing Awareness & Adoptions

Happily Ever Aftering

The Cleveland Animal Protective League's goal was to use its 100th anniversary to drive traffic to its website and shelter. The agency developed the “Happy Ever Aftering campaign”, including creative and media planning. The advertisements were placed strategically in kiosks around downtown Cleveland and bulkhead banners appeared in a popular local mall for the holiday. The campaign achieved more than 33 million impressions driving web and foot traffic and most importantly adoptions.

AD CAMPAIGN

HOLIDAY AD CAMPAIGN

Junior PGA Championship

Premier Sporting Event Garners National Attention

Sweeney was instrumental in establishing the Westfield Junior PGA Championship as one of the nation’s premier golf events through publicity and media relations. What began as an amateur event largely ignored by the mainstream media, quickly evolved into a national sensation due to a comprehensive publicity campaign that focused media coverage on the “next generation of professional golfers.” More than a dozen media outlets assigned on-site reporters during the four-day Championship, including all four major television networks. The Westfield Junior PGA Championship campaign produced hundreds of media placements resulting in several hundred million impressions.

COVERAGE

"There's only so much of that time for golf and we made the cut during British Open week. Sweeney Marketing worked very hard on our behalf on media relations … and they do a great job for us. "

- Gary Christy, Director of Marketing, Westfield Junior PGA

Popular Cleaning Product Achieves Boost in Brand Awareness

Publicity & Media Relations Campaign

The producers of Goo Gone tapped into Sweeney’s CPG and publicity and media relations expertise to build general brand awareness, increase exposure of new products and continue to promote product trials. The agency strategized and develop a national publicity and media relations campaign that netted dramatic results, including: distributing more than 200 product samples to key media, securing 200 article placements and achieving more than 78 million impressions. Key media coverage included stories in Woman’s Day, Ladies’ Home Journal, Glamour, Dallas Morning News, Boston Sunday Globe, Atlanta Journal Constitution, Fox Detroit and Family Handyman.

MEDIA HIT

Shedding Light on New Product Launch

Strategic Planning Results in Nearly 5 Million Impressions

When Lithonia Lighting launched the RTLED product, it offered a significant opportunity to position the brand as a pioneer and innovator in commercial and architectural LED lighting. Sweeney was enlisted to develop and implement the strategic marketing product launch plan. The agency developed an eight-month integrated campaign, including product messaging development, print and online advertising, publicity and media relations, case study development, website development, speakers bureau, email marketing and trade show marketing. The campaign resulted in more than 3.9 media impressions, 1 million advertising impressions and 50,000 visitors to the RTLED microsite.

PRINT ADVERTISEMENT

E-MAIL MARKETING

CASE STUDY

Starting at Near Zero

Establishing a Result-Driven Marketing Program and Process

TECGEN® FR was radio silent for an entire year due to an acquisition. With the launch of new products, it knew it needed to ramp up marketing efforts to stake its claim in the marketplace. Sweeney recommended an integrated campaign and established formal processes for all initiatives. News releases, feature articles and experts were pitched. Social media strategies were developed and implemented. A blog was launched. Lead nurturing email marketing campaign commenced. Tradeshow publicity and media relations conducted. In three months, TECGEN® FR generated more than 30 placements, including a feature article in a key trade publication, resulting in 3.1 million media impressions.

TECGEN BANNER

WOMEN'S FR ARTICLE

"Thanks for pushing beyond what we asked for!"

- Cortlandt Minnich, FR Marketing Manager, TECGEN® FR

Keeping Brands Relevant in the Social Sphere

Shifting Mindset of Brands to Stay Ahead of the Curve

With the ever-changing game of social media, INVISTA’s CORDURA® brand needed a refresh of its social media strategy to account for many changes – both technical platform and user-driven – to the way its audience consumes social content. Sweeney revised the brand’s existing strategy for improvement over the remainder of 2014, while simultaneously began planning and direction for a new strategy to meet 2015 goals and objectives. New methodologies, targeted social media content, monitoring of influencers – all supported by insight and assessment of analytics for optimization. During the first phase of social revitalization, the CORDURA® brand social media following has increased by 38%. More to come for 2015.

FACEBOOK

TWITTER

The Go-To Marketing Team

Providing Integrated Support

In the absence of an internal marketing staff, the Centers for Dialysis Care (CDC) turned to Sweeney for all of its marketing needs – from strategy to research to development and implementation. Sweeney has managed marketing initiatives, advertising efforts, community marketing, internal marketing, social media, public relations, education opportunities and sponsorship opportunities. In addition, the agency supports private physician partners of CDC to develop branding, logos, business cards, websites, stationery, invitations and other marketing design and support needs.

LANCHHOUSE BOOTSTRAP AD	PHYSICIAN CARDS
EVENT INVITATION	BUSINESS CARDS

"The first advertisement Sweeney designed was perfect. I'm so impressed."

- Diane Wish, President and CEO, Centers for Dialysis Care

Story Telling

Annual Report Goes Beyond the Numbers

The Great Lakes Science center was looking to breath life into its annual report. It tapped Sweeney to go beyond the financial data and tell the real story behind the organization through they eyes of its staff, volunteers and visitors. The agency interviewed everyone from the vice president to the board chairman, volunteers and visitors. We crafted stories that showcased the Center's true passion and mission through those touched by the organization every day.

ANNUAL REPORT

High Performance Building Products

New Market, New Brand Positioning

New to the U.S. market, Technoform Glass Insulation was looking to differentiate itself and its high performance window spacers among competitors. It turned to Sweeney for help. The agency began the brand positioning development process by conducting an internal audit with the Technoform Glass Insulation team, conducting primary research with customers and prospects, conducting industry research and analyzing competitors. Using the data, the agency crafted new company positioning and product positioning messaging that was integrated into all print and digital marketing communication from advertising to printed literature, corporate website and trade show booths.

CORPORATE BROCHURE

Into the Wild

Prone2Paddle, an Evolutionary Concept

Prone2Paddle™ is a fresh, innovative start-up with dreams of transforming the watersports industry. P2P needed a brand position and core messaging. It also hoped to make a splash at the industry’s largest tradeshow, Outdoor Retailer. Sweeney responded with:

Brand Architecture
Positioning and Messaging
Publicity & Media Relations
Advertising
Marketing Collateral

The campaign resulted in a profile feature in the Outdoor Retailer daily magazine and overwhelming feedback for the boards, including: new leads, retailer interest and direct-to-consumer sales via website orders.

Introducing a Disruptive Player

Enlighted Leverages Trade Show Marketing at LIGHTFAIR® International

Enlighted wanted to maximize its presence at the lighting industry’s largest trade show – LIGHTFAIR® International. It engaged Sweeney to make an impact with industry influentials and position Enlighted as a leader. In the two months leading up to the show, Sweeney developed brand messaging and positioning, and launched a full-blown trade show media relations campaign, including: news releases, backgrounders, invitations to media for onsite interviews, system demos and an event at the booth. The campaign resulted in 18 on-site media interviews that generated more than 60 million impressions… and counting. "You all are PROs. I want to take a moment before the LFI madness begins to personally thank you for such amazing, over-the-top, thoughtful, insightful, proactive work on this account. It's a pleasure to work with you - I know we are in excellent hands at this most important event for our company.” -Jessica Appelgren, Director, Marketing Communications + Public Relations

Engaging Consumers Digitally

The Messy Recipe Challenge

With its 10th anniversary quickly approaching, Chef's Planet wanted to celebrate while simultaneously launching a new product line. The company partnered with Sweeney for an integrated social media campaign to increase website traffic and encourage social engagement – from blogs to social media channels like Facebook. The agency engaged baking bloggers to review the ovenliner product – designed to protect ovens from spills – and launched a "Messy Recipe" consumer contest on Facebook. Chef's Planet selected 20 of the best messy recipes and included them in a digital 10th anniversary cookbook. The agency also conducted ongoing publicity and media relations for Chef's Planet, landing key consumer publications like Weight Watchers.

MEDIA COVERAGE

"Our sales increased four-fold from our Messy Recipe social marketing program!"

- John Cooper, National Sales Manager, Chef's Planet

The Power of Bloggers

Launching Products Through Influencer Marketing

High Performance Fitness, a leading manufacturer of fitness supplements, designed a new brand and product line specifically for women – 1st Step PRO-WELLNESS. Sweeney recommended an engaging blogger campaign using real women to tell the wellness story and promote the importance of women’s health, nutrition and staying active. More than 50 influencers reviewed the products and shared their experiences with moms on the go, athletes, vegetarians and women with diabetes. Success of the campaign was measured through blogger engagement, website traffic to a campaign landing page, and downloads and sales attributed to a special campaign coupon. The campaign's success led to two more blogger relations campaigns, and 1st STEP PRO-WELLNESS' blog of its own.

MEDIA COVERAGE

"We really appreciate all you have done - an excellent job!"

- Deborah Bryant, on behalf of High Performance Fitness

Re-Branding

New Brand Strategy Taps into New Markets

Despite its history and leadership position, Braden Sutphin Ink Company was faced with the need to re-establish its brand in order to expand into new markets, generate new sales and increase profits. It turned to Sweeney to better understand its current position in the marketplace, establish a new brand identity and position, and begin implementing the new brand strategy. After conducting general industry, customer, prospect and competitor research, Sweeney developed and design a new logo, new tagline, new mission statement and new brand messaging, and subsequently launched and supported the new brand by developing an identity manual, stationery, literature, website, advertisements, signage, trade show booth and more.

"Nicely done! Thank you for the fast turnaround."

- Luz Oyola-Webb, Marketing Manager, Braden Sutphin Ink Company

New Approach to Weight Loss

Blogger & Media Relations Campaign Leads to National Recognition

When Zero Scale launched its new revolutionary weight loss tool - a scale that only reported increases or decreases in weight loss without showing your actual weight - it turned to Sweeney to build national brand and product awareness. The multi-tiered campaign included blogger relations, website development and media relations to drive sales and traffic to the Zero Scale website. Bloggers and national media - including SELF Magazine and national TV show The Doctors - gave the product rave reviews.

MEDIA COVERAGE

BLOG COVERAGE

VIDEO