Diane Rosen / dr2.com
The Challenge
Dr. Diane Rosen, an experienced workplace expert and business coach, decided to leave her business consulting partnership and establish her own private consulting company. Dr. Rosen had a long and distinguished career collaborating with individuals and companies to maximize employee performance, engagement, and productivity. Now, she decided to leverage her years of experience to form a consultancy that offered tailored strategies for enhancing organizational efficiency.
The Background
Seeking help on how to launch and promote a new business, Dr. Rosen asked me to help her start-up her new business. In a field filled with business and workplace consultants, Dr. Rosen wanted to create awareness and distinguish herself from others in the field. Her approach was personalized, ensuring that each client received the best possible advice tailored to their unique needs and challenges.
The PR Strategy
I introduced Dr. Rosen to numerous reporters and producers in the fields of business, consulting, entrepreneurship, startups, and workplace. I developed a comprehensive PR strategy that included media outreach, thought leadership articles, and social media to ensure that Dr. Rosen's consultancy stood out in the crowded market.
The Results
Through these efforts, Dr. Rosen's consultancy quickly gained visibility and recognition in the media. resulting in coverage from Fast Company, Business Insider, Chief Executive, SHRM.org, HR Spotlight and dozens of other media outlets. She grew her business from a startup to a well-known and respected business consulting brand
Panera Bread Rises to National Brand
The Challenge:
One of the biggest challenges faced by local retail/foodservice firms is to cost-effectively expand from local stores to regional and national prominence. The challenge was to promote newly opened Panera Bread stores in local markets, and then attracting the attention of national media.
The Background:
I began working with Panera Bread when it was re-branding from the St. Louis Bread Company. CEO Ron Shaich, who helped start Au Bon Pain, had sold that company and was eager to create a new business with a fresh concept. Shaich figured if Au Bon Pain could work in cities, why not offer a quality, baked fresh food outlet in the suburbs?
The PR Strategy:
As Panera Bread began opening new stores all over the country, I helped promote those individual openings with a strong local media campaign. As the coverage snowballed, we not only attained local news coverage, but also got the attention of the national media. Within a very short time, Panera Bread was getting coverage well beyond St. Louis! CNBC, The Wall Street Journal and other top tier media were covering the company and Panera Bread transformed from a little known start-up to a major food brand.
The Results:
With a strong management team, a consumer-oriented concept, and quality products – combined with effective marketing and media relations – Panera Bread jumped from a handful of local stores to a national brand.
Creating and Transforming Parks and Public Spaces
The Challenge:
Dan Biederman is one of the country’s leading urban redevelopment and public space consultants and gained national attention for his revitalization of New York City’s Bryant Park. He decided to take his Bryant Park success model and go national, transforming urban parks and public spaces in cities all over the country. He reached out to me to create an effective media relations campaign to create awareness for his private consulting business: Biederman Redevelopment Ventures Corporation
The Background:
Dan Biederman is renowned for his transformation of Bryant Park in New York City in 1992, converting it from a dangerous crime plagued area into a Midtown safe haven loved by both residents and visitors and filled with daily free programming. Biederman asked me to develop and execute a public relations strategy for Biederman Redevelopment Ventures (BRV). The primary objective was to enhance visibility and secure additional business opportunities. BRV Corp. specializes in place-making—comprising the planning, design, and management of public spaces—and collaborates with municipalities to create and renew parks, outdoor areas, and streetscapes through the utilization of private-sector funding.
The PR Strategy:
The PR initiative's timing coincided with fiscal pressures experienced by cities all over the country who were experiencing financial restraints. Public/private management and redevelopment were prominent in discussions among city councils and urban planning presenting an opportunity that created new business opportunities for Biederman Redevelopment Ventures. In a relatively brief period, Biederman and his firm's accomplishments received coverage in prominent publications including The New York Times, Wall Street Journal, Crain’s New York Business, and The Washington Post. BRV’s work extended from Boston Common to Klyde Warren Park in Dallas to Union Square in San Francisco and other revitalization projects in Los Angeles, Chicago, Houston, Atlanta, Miami, Pittsburgh, Baltimore, and Newark. BRV’s extensive media exposure helped result in new projects across the United States and helped build the Biederman brand.