Building the Foundation
Situation: A small, established company suddenly doubled in size and went bi-coastal due to change in ownership
and focus. It needed a formal corporate communications structure to ensure clarity and consistency of message, internally
and externally.
Outcome: Andrea and Karen worked with the client to make certain its messages
were being heard by primary audiences by undertaking a number of assignments including developing a corporate media strategy, writing/designing an
internal newsletter, conducting media training, drafting corporate releases, creating a framework for a crisis plan and
collaborating with other agencies. A suddenly maturing organization had grown-up communications.
Dutch/American
Treat for Music Lovers
Situation: While the American
Friends of the Royal Concertgebouw Orchestra (RCO) was created to “assure the annual availability” of the
great Dutch orchestra to American audiences, the RCO cannot tour the United States on a yearly basis. How to keep the
RCO name before U.S. audiences?
Outcome: Andrea developed a program to bring over ensembles
from the Orchestra during the Orchestra’s non-tour years. Because their concert schedules – organized by
Andrea – were more flexible and the tour costs were more reasonable, there were additional benefits: The musicians could
go into high schools and work with young musicians, and the ensembles could visit cities and college that would otherwise
never be able to hear the RCO live. American supporters of the RCO could also get to know better the individual musicians
from the orchestra, since they were visiting as chamber players. As a result, the American Friends didn’t simply
enrich the Orchestra; the Orchestra enriched American communities.
Interim Communicator Adds Strength
Situation:
The corporate communications department at a New York college was in transition – a search was underway for a new director
but meanwhile reports were needed, media outreach was required and the department still had to function.
Outcome:
Karen stepped in, working at the school once a week, off-site other days. As part of her activities she oversaw the writing
of the school's revamped academic bulletin, developed a marketing concept that led to support from a long-sought donor
and wrote major stories for the award-winning alumni publication. Instead of losing ground during an interim period, the school
moved ahead on multiple communications fronts.
Expanding
Options for a Classic Campaign
Situation:
I♥NY
wanted to adapt its brand for its economic development efforts. On the tourism side, the State needed to have
a steady flow of information – and news pegs –
for each of its 12 travel regions.
Outcome: Andrea inverted
the tagline's equation, to NY♥BIOTECH, etc. She also developed the "Why I♥NY Awards", providing
such answers as "because it has 12 of the most informative tour guides", "12 of the most romantic places for
a proposal," etc. The concept was a media gift that kept giving.
Utility Player for
Major Corporation
Situation: As
Constellation Brands began a significant growth phase nearly a decade ago, it needed more formal corporate communications
efforts to support its transition from mid-size firm to a Fortune 500 corporation and largest wine company in the world.
Outcome: After a short and unsuccessful relationship with a large PR agency, Constellation asked Karen to become the
company's primary PR counsel. Her role has evolved a number of times but activities have included advising on communications
issues and positioning, writing speeches for the chairman, conducting a major research effort related to community relations
projects and writing the corporate newsletter.
Nothing's Impossible
Situation:
A European economic development agency decided to underwrite broadcasts of its leading orchestra on American radio but was
prohibited by the syndicator from attaching commercial advertising to the broadcasts.
Outcome:
Andrea convinced the syndicator to permit two-minute "culture capsules" as intermission features. The segments,
which Andrea researched and wrote, were pegged to each broadcast's repertoire, informed listeners about the country and
reinforced the idea that quality of life was an important factor in direct investment decisions.
