Strategic communications | Public & media relations

Midmarket to Small Business

  1. White Center Glass – Woman-owned, Seattle-based glass company - $800,000 annual revenue
    • Challenge: Company is successful but wants to expand its circle of business by enhancing the visibility of company, its brand, and the prominence of its leader/owner.
    • Why Shiftpoint? Shiftpoint is hired for its expertise in garnering media coverage and for helping companies win awards and recognitions
    • Tactics:  Craft bio and owner overview for company owner – Abby Fisher; craft company boilerplate; craft press release with company overview and history detailing its accomplishments and the roles and positions leadership held by owner; seek interviews with reporters.  Submit company overviews to business publications and business organizations for award/recognition considerations.
    • Success: Seattle Business Magazine – Daring Women recognition; 2020 Business of the Year Award from West Seattle Chamber of Commerce; secure interview with PSBJ reporter – October 2020 – awaiting feature story.
  2. Metropolist – 20th Largest residential real estate firm in Seattle (PSBJ List).  $119 million in sales. 30 brokers.  LBGTQ ownership team.  Ranked 8th in corporate philanthropy (PSBJ List).  Ranked 15th largest LBGTQ owned business (PSBJ List).
    • Challenge: Being a somewhat new residential real estate brokerage firm, Metropolist seeks broad recognition as strong player in the marketplace, brand name recognition, and differentiation.  Seeks acknowledgement for its unique business model.  Having purchased and renovated a Seattle industrial building for its headquarters, it’s a residential real estate firm and an event venue; and, an LGBTQ owned business.
    • Why Shiftpoint? With a history of successes, Shiftpoint Strategies is hired for one-year (2016-2017) to set up a robust PR program.  The end goal: Establish a PR program with duties that can handed over to the inhouse Metropolist staff for ongoing management.
    • Tactics: Shiftpoint crafts company boilerplate, background info, and company history, plus content for press releases and award applications.  Monitors media opportunities.  Pitches story ideas to media.  Fill out applications for awards, business lists, and recognition opportunities; submits applications and monitors.
    • Results:
      • Feature stories
        1. Puget Sound Business Journal
        2. KIRO 7
        3. KING 5
      • Placements on PSBJ Lists
        1. Largest Residential Real Estate Firms
        2. Largest LBGTQ Owned Business
        3. Recognitions for Corporate Philanthropy
        4. Top Women-Owned Businesses
      • At the completion of one-year, successfully handoff PR program to Metropolist staff.  Metropolist continues to receive awards and outstanding industry recognitions.
  3. Top Ten Toys – From 2014 through 2017, Shiftpoint Strategies crafted and led PR initiatives for Top Ten Toys.  Shiftpoint’s efforts resulted in media coverage across multiple platforms.  (In early 2018, the company changed ownership.)
    • Challenge: Even though Top Ten Toys is Seattle’s largest toy store with a unique story to share, a high percentage of people in the Seattle metro-area are unaware of this one-of-a-kind toy retailer.
    • Why Shiftpoint? Shiftpoint has a history of helping small business achieve media coverage that results in top-of-mind awareness.  To broaden awareness, Shiftpoint Strategies is hired to develop a strategic communications plan, persuasive messaging, and then put it all on the right track to garner media coverage.
    • Tactics: Craft the media message: “Top Ten Toys is not only Seattle’s largest toy store, it’s also maintains a unique market niche – selling classic toys that are more educational, less sexist, more multicultural, and nonviolent; toys are broadly sourced from environmentally responsible manufacturers; some are sourced locally.”

      Each year, prior to the yearend gift giving holidays, Shiftpoint puts together and carries out a media blitz.
    • Success: Dazzling media coverage – print publications, online, television and radio.  Leading up to the yearend holidays, a strong PR push annually results in extensive media coverage – radio interviews, television news interviews/profiles/features, daily and community newspaper coverage, lifestyle magazines and children’s publications.
  4. Andelcare – Woman-owned in-home eldercare provider – Marla Beck, Founder and CEO – $3 million annual revenue.  Founded 2003, Shiftpoint Strategies managed PR initiatives for Andelcare from 2010 to 2017, at which time the business was sold.
    • Challenge: Enhance company’s brand awareness/visibility.  Differentiate the company from its competitors. Goal: Garner more eldercare business.
    • Why Shiftpoint? Andelcare owner, Marla Beck is savvy and knows public relations is strong venue by which to build brand awareness and market share.  Beck is aware of the success Shiftpoint has had garnering media coverage, award recognition, and public speaking opportunities for other businesses.  Unlike the working situation offered at larger PR firms, Beck prefers the opportunity to work directly with Shiftpoint’s principal, founder, and president, Dennis Noland
    • Tactics: Shiftpoint is hired to build brand awareness through the utilization of PR tactics.  Shiftpoint’s PR initiative focus: Business news outlets, community newspapers, award/recognition opportunities, publication opportunities for ghostwritten bylined articles, and speaking opportunities.
    • Success:
      • Feature story – Puget Sound Business Journal.  The publication’s readers’ demographics are excellent match with Andelcare customer demographics.  Full-page feature story provided high-profile exposure.
         
      • Bylined articles
        1. Shiftpoint seeks and secures publication opportunity for a monthly contributed column on aging and eldercare issues.  Marla Beck becomes a six-year, monthly columnist for Pacific Publishing publications – the Queen Anne & Magnolia News, Madison Park Times, City Living Seattle, North Seattle Herald-Outlook, Capitol Hill Times, Beacon Hill News.  Dennis Noland of Shiftpoint Strategies ghostwrites the monthly column for Beck from 2011 to 2017.
        2. Bylined article – 425 Magazine.
      • Awards and Recognitions
        1. Association of Washington Business (AWB) Washington State Better Workplace Awards for Excellence in Job Training, 2010, 2011
        2. Puget Sound Business Journal Top 75 Corporate Philanthropists
        3. 2011 Western Washington Business of the Year – Better Business Bureau’s (BBB)
        4. Recognition as a 2011 Puget Sound Business Journal Women of Influence
        5. 2012 U.S. Small Business Administration's Washington State Businessperson of the Year. The application for this award-winning recognition requires a 25-page submission document that was crafted by Dennis Noland
        6. Puget Sound Business Journal – 2013, 2014, 2015 Top Women-Owned Business in Washington
        7. Bellevue Chamber business award
      • Public Speaking

        Secured speaking opportunities for Marla Beck, Andelcare Founder & CEO, at various service and business organizations; topic: Aging issues and eldercare services.  Secure opportunities for Beck to participate as a panelist on business and community forums.
  5. Pathwise Leadership – Leadership development company founded by Todd Hollow-Bist, PhD. and Chad Hattrup, PhD.

    The Pathwise learning program is focused on growth of leadership through understanding unspoken interpersonal dynamics and learning advanced skills that are then used to develop higher-level interpersonal relationships in the workplace.

    Pathwise instills leadership competences founded on high-level concepts from the field of psychology.  Pathwise teaches leaders how to apply these concepts in ways that result in more productive workplace communications.  The concepts help leaders identify and address counterproductive undercurrents.
    • Challenge: Pathwise Leadership wants to broaden awareness of its brand, its training programs, increase enrollment, and quicken its pace of growth.  Long range goal: expand to other geographic marketplaces.
    • Why Shiftpoint? Shiftpoint is hired because of its success with companies building awareness around their brands, services, and products.
    • Tactics:  Shiftpoint pitches ideas/concepts for regular contributed column content in area business publications.  Shiftpoint seeks public speaking opportunities for the leadership team.
    • Success:  Shiftpoint secures a commitment from the Puget Sound Business Journal for a monthly column with content contributed by the Pathwise Leadership founders.  Because of the savvy, conversational tone used by Dennis Noland, when ghostwriting the PSBJ contributed columns, Dennis is hired to write a book about Pathwise Leadership’s innovative workplace leadership models.  Dennis invests three years in learning the doctoral-level concepts on which Pathwise Leadership’s immersive study program is based; two year are devoted to writing a book, “Building a Brain for Business.”  The book is awaiting publication.
  6. Seattle Wine Awards – The Seattle Wine Awards is the largest and most prestigious wine recognition program in the state.  This awards program offers Washington wineries an opportunity to be evaluated by a tasting panel of local, regional, national and international wine industry professionals.  This is a single-blind setting; proofed and vetted by certified sommeliers.
    • Challenge: Prior to the Seattle Wine Awards event, build buzz for the upcoming awards event.  Shiftpoint Strategies is asked to come up an idea/concept that will create buzz.
    • Why Shiftpoint? Shiftpoint has a reputation of success.
    • Tactics:
      • To garner wide recognition and buzz about the upcoming Seattle Wine Awards, the Shiftpoint Team dreams up the “2015 Celebrity Wine Challenge.”  Invite community/business leaders and media celebrities to a wine tasting challenge, whereby they compete for recognition and status among their peers; the goal is to get these leaders to talk up the Seattle Wine Awards, create buzz and spread the word about the upcoming wine awards event.
      • Annually, prior to the Seattle Wine Awards presentations, a two-day-long wine judging event takes place.  1200 bottles of wine are blind judged by a panel of 23 esteemed wine connoisseurs.  Judges bestow Double Gold, Gold, Silver and Bronze Awards of Excellence for wines of each grape variety and style.  This event is closed to the public but is a perfect showcase for television and radio media.
    • Success:
      • The 2015 Celebrity Wine Challenge – Invitations to the Celebrity Wine Challenge are sent to media personalities, chefs/restaurateurs, and business luminaries.  Through regular follow-up, reminders, phone calls and emails, a high percentage of targeted dignitaries and celebrities respond affirmatively.  Held at the Seattle Waterfront Marriott Hotel, this 90-minute event is attended by 24 high-profile personalities who compete for the designation of “Celebrity Sommelier.”  As the celebrities taste a variety of wines, they are challenged to rank the wines.  Attendees, who’s ratings best match those of professional judges/sommeliers, receive either a gold, silver, or bronze Celebrity Sommelier award.  The highest score resulted in a plaque with the designation of “Celebrity Sommelier.”  Post event, the 2015 Celebrity Wine Challenge and the Seattle Wine Awards received broad media coverage on television and radio and in print.
      • Two-day wine judging – Shiftpoint successfully promoted and garnered television and radio coverage that resulted in buzz about the Seattle Wine Awards.

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