Case Studies, Questions to Ask, Who Is MKPR, Partners

Client: Reebok International, Canton, Mass.
Program Schedule: 6 months
Communication: Public Relations
Target Audience: Architecture trade, National Business Press

Challenge: Stanch negative rumors concerning this company’s financial wealth while launching the company’s new world headquarters.

Solution: Position the opening of Reebok’s new 562,000 square foot world headquarters as evidence of the company’s improved internal communication among designers and marketers thus leading to an improved financial condition.

Results: While media coverage included a variety of media outlets ranging from Architecture Magazine to CNBC, coverage by the Wall Street Journal indicated how this new facility market a new beginning for Reebok was noted by the company’s CEO as “the best coverage ever received” by the company. As a result of the great press and new building design, Reebok’s employee retentions and product sales improved. Shareholders’ value was directly impacted the Wall Street Journal issued a “buy” recommendation for Reebok stock.

Client: Decathlon Sports, Englos, France
Program Schedule: 7 months
Communications: Integrated Public Relations, National and Regional TV, Radio, Interactive
Target Audience: Consumers and Media National and Local

Challenge: French based Decathlon Sports enjoys dominance as the third largest manufacturer and designer for sporting goods in Europe, Brazil and Asia, but with only four store locations in the US, its brand has never been independently definded. Decathlon USA needed a communications strategy to drive sales for the US debut of its internationally acclaimed Two-Seconds tent that would drive new customers and favored influencers .

Solution: A quick-starting publicity campaign was designed to ensure that writers of specialty and general interest camping gear magazine articles knew about the tent. In addition, a guerrilla team demonstrated the tent at the Boston Marathon resulting in a kick-off placement. A weekend Camping and Outdoor Expo was arranged featuring representatives from scouting, camping and outdoor clubs. For community relations, Decathlon aligned with the American Cancer Society’s Relay for Life which kept the tent on display during the Spring at events.

To support the PR efforts, a series of six innovative 10 seconds television spots were created to show the innovation of the tent that deployed in two seconds. The spots were broadcast over a 10 week period and distributed via YouTube.com and MySpace.com. In addition, a commerce and information website was designed.

Results: Despite a historic period of rain in the region, all stores during the Camping Expo reported sales of camping products up as high as 136% over the previous year and tent sales up over 400%. More than 60 million media impressions were generated through the camping season, resulting in media placements hitting targets such as The Today Show, Good Housekeeping, Family Circle, US News & World Reports, USA Today. Consumer sales to the website were fantastic. Lastly, the advertising spots garnered press and were herald by the Boston Herald, Ad Week and Ad Age.

Questions to Ask:
Who's your audience?
What do you want to achieve?
What are your business goals?
What do you want to communicate?
What's your timeline?

MKPR is:
A mix of senior talent with visions to work on brands that drive culture and inspire change
We are Partners, listeners, knowledgeable, eclectic, smart and aggressive
Thinkers, creative and experts in media relations
Proactive, results-oriented, credible