Is the Big Ten Ready for a Name Change?

July 29, 2010

The Big Ten Conference is the most powerful brand in collegiate sports, and there would be far more to lose than gain by changing the name.

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Werth Expands into “Second City”

July 29, 2010

merchandise-mart

Paul Werth Associates is bringing its senior-level consulting and integrated marketing communications services to the “Second City” — Chicago.

Senior Vice President and Chicago insider David O’Dowd heads up the new office, located in the world’s largest commercial building and Chicago landmark, 222 Merchandise Mart Plaza.

“We are very excited about our continued growth and the addition of our Chicago office,” says Sandra Harbrecht, President and CEO. “We are seeing strong demand for our results-oriented communications in this vibrant market and plan to build on our strong ties and relationships within the business community to further expand our services and client roster.” Harbrecht plans to make monthly visits to the new office to meet with clients and prospects.

In Chicago as in Columbus, Werth provides a full range of communications services to drive client success:

  • Public relations, including strategic planning, thought leadership, crisis communications, reputation management, change management, media relations, social media programs, blogger outreach, spokesperson training, message development, trade show support and community relations.
  • Public Affairs, including government relations, lobbying, grassroots communications and engagement, ballot issue campaign management and research.
  • Advertising, including creative strategy, brand strategy, corporate identity, advertising campaigns, video production, marketing collateral, direct marketing and word of mouth and viral marketing.
  • Interactive Marketing, including analytics-based digital strategy, website/intranet development, microsites, e-commerce solutions, e-mail marketing, SEO, SEM, social media integration, online reputation audits, viral marketing, digital content creation and usability studies.
  • Research, including needs assessments, strategy development, creative custom research design, communications audits, market potential/opportunity studies, brand positioning/image studies, advertising and communications testing, customer satisfaction studies, executive interviews and public opinion polling.

We welcome visitors to our new office! Call or e-mail David O’Dowd at dodowd@paulwerth.com or 312-297-1416 or Sandy Harbrecht swh@paulwerth.com or 614-224-8114.

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Live from New York, it’s Slyder-day Night!

May 18, 2010

Click for SNL Weekend Update feature

Click for SNL Weekend Update feature

Anyone can sell a candle that smells like rose petals, but try selling one that smells like hamburgers. That’s exactly what White Castle set out to do, and with a national media blitz not only did they sell them, they sold out of them in less than a week. The idea was so unique, it even caught the attention of Saturday Night Live’s Weekend Update with Seth Meyers.

To celebrate National Hamburger Month, Paul Werth Associates created a sizzling public relations campaign about White Castle’s hot new hamburger-scented candles, with proceeds benefiting Autism Speaks.

Werth’s media strategy helped the story spread like wildfire in just a week, generating 300 million impressions and $2.3 million in advertising equivalency through:

• More than 500 stories in The New York Times, New York Daily News, Chicago Sun-Times, Entertainment Weekly, ABC, CNN, MSNBC and other elite media across the U.S. and internationally.
• Features on Saturday Night Live and The Tonight Show with Jay Leno.
• Online buzz from The Village Voice, Burger Beast, Slashfood and other foodies and culture mavens.
• Viral momentum through thousands of Tweets, Facebook “Likes” and social bookmarks.

The $10 candles sold out online in less than 48 hours and began to dwindle in restaurants within a week. Hundreds have signed up on a waiting list.

Other campaign elements included a video by Werth Creative telling the story of “America’s Most Distinctive Hamburger” and celebrity “Sealed With a Crave Kits” featuring White Castle swag.

And, if you’d like to talk about how Werth’s public relations team can put some sizzle into your next promotion or product launch, please call 614-224-8114 or e-mail swh@paulwerth.com.

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‘Crisis Communications in the Age of the Internet’ Webinar Stimulates Lively Discussion of Social Media Strategy

August 28, 2009

COLUMBUS, Ohio – Paul Werth Associates’ August Webinar on social media strategy attracted friends of the full-service public relations, marketing and public affairs firm from across the country to learn about managing a crisis in the digital era.

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