case studies
~ some examples of effective programs
Imagica Communications has built a reputation for delivering results-based programs that build awareness and increase business. Demonstrating a proven ability to appeal to media through programs that meet their story needs and interests and create “news” value to them, Imagica has helped clients grow and prosper during challenging economic times for both businesses and media. In addition to generating millions of gross impressions through editorial coverage, we keep a watchful eye on integrating all PR and media related programs into each client’s overall marketing and business goals to achieve a consistent look and message in all outreach programs be it via editorial coverage, photography placement, website design and integration, social networking services, e-blasts and sales initiatives. Highlights of some recent programs and sales accolades follow. Sample publicity reports available by request – holly@imagica.us
Devil’s Thumb Ranch - Tabernash, Colo.
Purchased in 2001 by current owners Bob and Suzanne Fanch, the two have dedicated the past nine years to transforming the former well-known cross country ski center into an award winning, eco-friendly, year round ranch resort. Predominantly marketed and promoted via strategic public relations and press trip programs that Imagica Communications has spearheaded since their purchase, the Ranch has surpassed its sales goals by more than 20 percent each year, even during construction phases and economic downturn.
In addition, the Ranch has been honored with awards and recognition from the EPA, Mountain Living magazine, Outside magazine, Colorado Meetings & Events magazine, Travel + Leisure magazine and the International Conservancy for its commitment to the environment, responsible development, green building, sustainable and low-energy use heating and water systems, and historic preservation. Hundreds of articles locally, regionally, nationally and internationally have touted the Ranch's unique wilderness based vacation and corporate retreat experiences.
Libby's Café + Bar - Sarasota, Fla.
Rising above the economic doldrums is Libby's Café + Bar, one of Sarasota's most highly publicized openings in recent history. Libby's success and corresponding sales in new and repeat business was built on a combined philosophy and commitment to reaching out to the local community and editorial media, leveraged through a series of pre-opening "preview" events that were specially tailored to Southside Village business owners, followed by Friends and Family and then media and VIPS. More than two-dozen media representing leading magazines, daily and weekly newspapers, on-line dining and entertainment and TV programs attended the media preview dinner.
The restaurant's ability to deliver more than it promised cemented its reputation as one of Sarasota's most prized dining darlings and allowed it to record increasingly record numbers of guests with virtually no pre- and opening period paid advertising. An e-club was also established and promoted via comment cards and the restaurant's website home page (libbyscafebar.com) that prompted the development of a customer database for specific direct to consumer marketing programs and offers. Libby's second year in business produced a more than 25 percent increase in business during challenging economic times for the restaurant and tourism industry. To-date, more than 360 articles and mentions in local and regional media outlets have been generated since its Oct. 2008 opening, including more than 40 "Best Of" reader and editorial awards.
University Park Country Club - University Park, Fla.
A strategic decision by Club owners to shift from private to semi-private membership status in November 2007 provided them with an ideal time to reach out to both members and local media and create a new identity for the Club as the "new face of golf and country club living." A personalized public and media relations campaign with very limited paid advertising tied in personalized media interviews with the Club owners to announce the membership shift. These were supported throughout 2008 with ongoing golf, capital improvement and dining news announcements that generated more than 140 articles and editorial mentions in a one-year period.
In addition, a proactive community and resident communications program was implemented, all of which fueled the Club's record year in 2008 in terms of new and total memberships, rounds of golf, restaurant revenue (up 30%) and member satisfaction. Years 2009 and into 2010 continue to bode well for the Club and a growing membership that is at record highs including a growing younger clientele.
Of particular note is its continued success comes at a time when golf rounds, dining venues and memberships are experiencing a rapid decline both locally and across the nation.
