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Launching a Retail Game-Changer:
The Mall at Millenia
Brand Introductions | Consumer Products and Services | Events
Bisbee and Co. partnered with The Forbes Company and RM Resources to develop and execute a public relations program to build awareness among local and travel markets and generate immediate visitation to The Mall at Millenia, a world-class super regional shopping center in Orlando anchored by Neiman Marcus, Bloomingdale’s and Burdines-Macy’s.
Results: The program was instrumental in generating 500 news placements locally, nationally and internationally, helped drive 267,000 visitors during grand opening weekend (a record-breaking opening for a Florida retail center), and earned the team a Florida Public Relations Association/Orlando Chapter Golden Image Award. Bisbee and Company collaborated with mall leadership for five subsequent years to help establish the center as a community-leading organization, a position that flourishes to the present day.
“Bisbee and Company played an integral role in positioning The Mall at Millenia as one of the top shopping centers in the country. Jennifer worked closely with the mall team since the pre-opening stage. She guided the development of relationships with media and community partners to establish The Mall at Millenia as a good neighbor. Jennifer delivers one hundred percent, always staying ahead of the curve and thinking out of the box.”
— Brenda Lounsberry, SCMD, Marketing Director, The Mall at Millenia
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Creating a Home Run for Home Improvement:
Orlando Home Show / Central Florida Home & Garden Show
Brand Introductions | Consumer Products and Services | Events * B2B | Social Media Engagement
One of the world’s leading exposition companies hired Bisbee and Company to design and implement a PR campaign that would create a strong brand identity for, and drive traffic to, the inaugural Orlando Home Show in September 2003. Bisbee also designed and executed a PR program to establish a new identity for the spring 2014 Central Florida Home & Garden Show, which the client had recently acquired from the Home Builders Association.
Results: The successful PR program, fully integrated with paid marketing initiatives, resulted in a record-breaking attendance; the Orlando Home Show became, and remains, the largest-attended consumer event in the history of the Orange County Convention Center, exceeding the client’s attendance projections by 70 percent. Bisbee and Company’s campaign for the spring show
Helped to increase year-over-year attendance by 150 percent and the pace of exhibit space sales for the fall show by 50 percent; and improved visitor satisfaction by 14 percentage points.
Celebrity appearances are a key strategy for every home show, and Bisbee and Company has conducted successful media tours with some of the most prominent home, garden and lifestyle television celebrities of the last two decades, including Ty Pennington (Extreme Makeover: Home Edition), Carson Kressley (Queer Eye for the Straight Guy), Josh Flagg (Million Dollar Listing Los Angeles) and Angelo Surmelis (Rate My Space), among dozens of others.
Another key strategy is community relations engagement. Our firm has partnered the show with numerous non-profit organizations, including Habitat ReStore, Coalition for the Homeless of Central Florida and Ronald McDonald House Charities.
Bisbee continues to manage PR programs for both annual shows, now under the ownership of Marketplace Events. The company produces 39 consumer shows in the home and garden category in major US and Canadian markets, among the most successful and longest-running shows in North America.
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“We’ve achieved many objectives and project successes with Jennifer Bisbee’s PR efforts and results. She continuously rocks it! Working with Bisbee and Co. has allowed our shows to build and grow with each cycle. Jennifer’s energy and passion are surpassed only by her wealth of ideas – in both show content and PR outreach, keeping us relevant to traditional and social media.”
Shelly Gepfert, Marketing Director, U.S., Marketplace Events
— Brenda Lounsberry, SCMD, Marketing Director, The Mall at Millenia
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An Orlando Launch for a Venerable Brand:
Kiehl’s Since 1851
Brand Introductions | Consumer Products and Services | Events | Social Media Engagement
Kiehl’s Since 1851, the 161-year-old venerable New York-based purveyor of fine quality skin and hair care preparations, engaged Bisbee and Co. to develop and execute a PR program to support the opening of its first Orlando location and third in Florida. With a twin objective of building awareness for the brand and driving immediate traffic into the store, the multi-faceted PR program included publicity into traditional and non-traditional outlets; outreach to local mom and beauty bloggers; execution of a store opening event; a media tour for Kiehl’s President USA, Chris Salgardo; and a non-profit tie-in. We leveraged the motorcycle riding, charismatic CEO’s personality for additional coverage and exposure into niche angles and markets, including men’s beauty and LGBT community.
Bisbee and Co. also linked Kiehl’s with the Hope and Help Center, a non-profit whose mission is to save lives by treating and preventing the spread of HIV/AIDS in Central Florida. Kiehl’s pledged a percentage of all purchases made at its Orlando store in subsequent months, and a check was presented during the event with charity leadership in attendance. Hope & Help added further awareness-building by communicating to its constituents through E-blasts and social media posts.
Results: Bisbee and Company generated significant publicity results and social media buzz for Kiehl’s, with more than 30 high-profile, positive placements in traditional and social media, including FOX 35, Orlando Sentinel, Orlando Business Journal, WHERE Orlando and Orlando Magazine; and helped the newcomer establish valuable relationships with local media, bloggers and community leaders. Kiehl’s reported a smashing grand opening week and holiday season that exceeded its sales projections.
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What Central Florida Residents Crave:
CRAVE Orlando
Brand Introductions | Events | Social Media Engagement
CRAVE, one of the fastest growing restaurant concepts in Minneapolis, debuted its award-winning food and vibrant atmosphere to Orlando in 2010. The Orlando restaurant marked the company’s first location outside of its hometown, and CRAVE leadership tapped Bisbee and Company as its Orlando PR partner. Scope of service included development of a targeted community opinion leader list for the VIP party; identification of promotional partners and leveraged ad buys, full-court publicity into food, beverage, entertainment and tourism/hospitality media outlets, celebrity coverage and social media.
Results: Working in collaboration with her client, Bisbee generated more than 40 media hits from television, print and online media outlets for a total of more than 136 million impressions and an advertising value of nearly than $5.5 million.
“Bisbee and Company has been an extremely effective partner for CRAVE in the Florida market. They were instrumental in the communications surrounding our Orlando location opening, and have been integral in helping us establish the CRAVE brand in that market. Jennifer and her team are creative, fun, and dynamic, and most importantly, they get results. I would highly recommend working with Bisbee and Company to anyone with PR, communications and strategic social needs.”
— Zach Sussman, Marketing Director, CRAVE
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Ready. Set. Bowl. Introducing a Classy Bowling Joint to Orlando
KINGS Bowl Orlando
Brand Introductions | Consumer Products and Services | Events | Social Media Engagement
KINGS Bowl, the Boston-based, dining, bowling and entertainment venue that pioneered the upscale bowling revolution in 2003, opened its first Florida location in April 2013 in the I-Drive 360 project on International Drive in Orlando. KINGS hired Bisbee and Company to develop and execute a grand opening public relations and constituent relations campaign to introduce its first-class, memorable dining, bowling and entertainment experience to the Central Florida market; build brand recognition and drive traffic among target audiences; and establish valuable, long-lasting relationships with local opinion leaders and influencers.
The PR campaign focused on traditional media and blogger relations to generate multi-dimensional editorial coverage with diverse story angles, expert positioning and multi-media assets. Preview events for media and bloggers, including pre-construction tours and tastings, were instrumental to the program. The Bisbee team also provided valuable linkages to community contacts that could drive immediate traffic upon opening.
Results: The KINGS/Bisbee and Co. partnership generated more than 125 positive print, online and broadcast placements and millions of impressions in just 90 days, plus significant social media buzz driving additional constituent engagement. Bisbee and Co. helped to establish valuable relationships for KINGS among Central Florida news media, bloggers and community influencers.
“Bisbee and Company hit a strike for KINGS Bowl Orlando! Jennifer and her merry band of hard-working PR professionals are on top of their game. Their PR campaign for our Central Florida location launch put us on top of our game, too. I highly recommend Bisbee and Company for your next launch effort.”
— Doug Warner, Director of Marketing & Business Development, KINGS Bowl America, LLC
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WE STAND READY TO ASSIST YOU
We stand ready to meet your marketing communications needs.
Contact us or call Jennifer Bisbee, APR at 407-857-6443 for assistance.
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ABOUT US
Our Team
Our Difference
Agency Profile
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PHOTO CREDITS
Select photos courtesy of
Elaine Heumann Gurian
Tom Hurst Photography
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BLOG
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Coworking member of:
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CONTACT US
Jennifer Bisbee, APR
Bisbee and Company, Inc.
Orlando, FL
407.857.6443
Jennifer@BisbeeAndCo.com
FOLLOW US
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