SCG Uses Media Relations to Help Tell a Story of 100 Years of Tradition

Hubert White is a brand that has been upholding traditions for 100 years: keeping ownership and operations within the White family, curating customized menswear with a personal in-store experience for their clients, and remaining the finest men’s clothing retailer in the upper Midwest year after year.

When Hubert White approached us to help market their 100th Anniversary milestone, we were honored to play an important role in the legacy of the Minneapolis establishment. As with all clients, we set goals and developed a strategy using a combination of integrated marketing tactics we would use to reach them. As we began to execute, one tactic dominated the overall marketing strategy: traditional media relations.

We knew that, even with the many digital channels available to these efforts, media relations would have the biggest impact for Hubert White, as you can’t match the credibility of a journalist telling the story of this impressive brand.

Results of SCG’s Media Relations Efforts for Hubert White

We developed a series of story angles and targeted pitches tailored to specific outlets and journalists. From print to broadcast, we earned placements that celebrated Hubert White’s 100th Anniversary with stories accompanied by historical photographs of the store, profile images of the President of Hubert White, Robert White, and photos of Hubert White’s Samuelsohn fashion installation in the IDS Center’s Crystal Court.

These stories culminated in the Fall of 2016 leading up to a private-celebration for select journalists, partners, friends, and family of Hubert White on November 3rd. The placements also captured the attention of the Minneapolis City Council, who, based on the media coverage, declared November 18 “Hubert White Day” in the city.

Ultimately it was perfectly fitting to have the story of a brand that upholds traditions told by traditional media outlets.

Coverage Highlights:

Outlet: Star Tribune

“Hubert White celebrates a century in business” by John Ewoldt, published April 2, 2016, available online here.

Outlet: WCCO-TV, CBS Minnesota

“Minnesotan to Meet: Hubert White’s Bob White” reported by Ali Lucia on Oct. 11, 2016, available online here.

Outlet: Minneapolis St. Paul Business Journal

“Facetime Q&A: Bob White, owner of Hubert White, on Nicollet Mall Construction, IDS Center and how millennials dress” by Nick Halter, published Oct. 25, 2016, available online here.

Outlet: Minnesota Monthly

“Hubert White Celebrates 100 Years of Business” by Jahna Peloquin, published Nov. 2, 2016.

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Dana Farmer

Dana creates compelling content for clients and gets it in front of the right eyes. She has managed public relations and social media for dozens of brands. With a background in Journalism, she’s a firm believer that getting the story right yields big results.


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