Media Relations
Hubert White
With more brands competing for less editorial and broadcast space than ever, media relations are harder than it’s ever been. However, it’s still a crucial part of your brand strategy. Earned media is still one of the most impactful – and cost effective – tools in your marketing toolkit. At SCG, we have years of experience on how to create targeted media lists, then land placements with top quality storytelling.
We build relationships with media based on professionalism and long-term trust; we know what media wants because many of our staff used to work in media. By creating expert pitches, then supporting them with high quality assets and information. Read on to learn how we created a successful media relations campaign for our client, Minneapolis’ legendary clothing retailer Hubert White.
Goal
Hubert White, Minneapolis’s premier high-end men’s fashion store was celebrating a milestone unheard of in retail: its 100th anniversary as a family owned and operated business. Hubert White wanted to boost sales and create excitement around the anniversary to raise the store’s media and online profile, boost sales and increase flagging store traffic and engagement – a challenge due to the extensive street construction project being conducted outside its front door on Nicollet Avenue in downtown Minneapolis. The anniversary celebration would climax in a fall gala hosted at the Hubert White’s retail location at the IDS Towner in Minneapolis.
Idea
Strother Communications Group created a comprehensive media relations plan to promote the anniversary. SCG engaged local and national fashion media, local general lifestyle and business media. SCG positioned Hubert White as a Minnesota institution and one of the nation’s finest and most revered men’s fashion retailer with partnerships with exclusive brands like Robert Talbott, Samuelsohn and Ermeneglio Zegna and clients the include many local sports celebrities and business leaders. The store’s owner, Bob White was positioned as a luminary in the world of men’s fashion and a pillar of the downtown Minneapolis business community.
Success
SCG’s media relations campaign was a huge success, with seven placed stories and features in print/online in major local press outlets for a total reach of 28.5 million, including a major features in the Minneapolis StarTribune and top Twin Cities morning shows, WCCCO Mid-Morning (CBS) and KSTP Channel 5 Eyewitness News (ABC). The media coverage resulted in declaration of “Hubert White Day” in City of Minneapolis and special ceremony with the Minneapolis City Council. The campaign culminated with the Hubert White 100th Anniversary Gala, attended by over 200 people, including local celebrities.
Results
