I believe that every business
has something unique to offer their clients. Tapping into that unique
aspect of a business is the essence of, and first step towards successful
marketing. Feeding the media with interesting and educational stories
to spread your business message is the next step towards building a
productive on-going marketing campaign.
Client Approach
Caliente tropics Resort, Palm Springs,
CA
I established a multi-level marketing approach that enables this seasonal
property to generate revenue within the Palm Springs community through
themed activities year round, along with a national media campaign that
highlights the branding elements of the hotel - Polynesian themed, pet
friendly.
My Office Is A 3-Ring Circus!
by Judith M. Weigle
When the Internet threatened to make the author's corporate talent buying
business irrelevant, this innovative thinker and motivational speaker
decided to become the talent herself and pushed her career in another
direction. Drawing from her unusual work history with the Clyde Beatty-Cole
Bros. Circus, Weigle wrote a comedy, self-help business book that allowed
her to remain in the corporate event and meeting industry.
Anna Nicole Smith Show Palm Springs Episode
Shoot
I looked at softer, more personal sides of this
contentious celebrity and developed public relations stories that addressed
her goals and ambitions, as well as a promotional event that highlighted
Anna Nicole with her dog Sugar Pie.
Chocolateria
After their retail store closed they transitioned into a web-based,
mail order and promotionally supported business. The challenge in promoting
a retail business with no walk-in traffic was conquered through cross
promotions with area businesses and events, along with human interest
public relations stories.
Equal to the Challenge
by Diane Lewis, Chicago, IL
I created a marketing and
public relations plan to take this renegade female author, unusual in
demeanor and business experiences, and position her as a hot, electric,
pioneering entrepreneur who doesn't fit the convention mold of female
business executive.
Clyde Beatty-Cole Bros. Circus, national
touring company
My role was three-fold for this century
old three-ring, outdoor circus: as marketing director to coordinate
the advertising, promotion, and public relations campaign in approximately
20 cities in a nine month season, and to generate $20,000 per show day
in ticket sales; as tour booking agent to contract with cities and nonprofit
sponsors to secure property and promotional relationships in the cities
that comprise the tour route; and as Dancing Bear to create audience
laughter as a center ring act. (Eventhough I was technically an employee
of the circus, I thought of myself as an independent contractor in terms
of the balance of power and control I felt I had in this relationship.
I think this freedom to express is a result of being in the right work
environment.)
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