Sarah Leaf-Herrmann Case Studies PR Portfolio

SARAH LEAF-HERRMANN
RECENT CASE STUDIES
PORTFOLIO:

BUGABOO STEAK HOUSE
“The Taste of the Canadian Rockies”
CHALLENGE:
To increase sales for 30 restaurants in a crowded category – casual dining steakhouse
STRATEGIES:
Conduct LSM campaigns to heighten visibility and position Bugaboo Creek Steak House as a val-
ued member of the community
TACTICS:
• Hold Holiday Charity events in each restaurant, partnering with a local non-profit group.
Share information and images with local journalists.
• Publicize key restaurant celebrations – EX: 10th anniversary
• Promote key messages to regional media: family-friendly restaurant offering its diners
generous portions and quality food preparation
• Schedule quarterly food drops to local radio stations, to promote new seasonal menu
• Develop trade media coverage to highlight the brand
RESULTS:
Single digit sales increase since August 2007
Sarah Leaf-Herrmann
sarah.leaf1@verizon.net
617.461.7254
CASE STUDY:

COPLEY SQUARE HOTEL
“intuitively yours”
CHALLENGE:
To relaunch Boston’s second oldest continuously operating hotel as a four star
boutique property following a $14M renovation
STRATEGIES:
Drive corporate and transient rooms sales through media coverage of new, stylish reinvented hotel
Promote new management team to trade associations to position them as Boston Tourism
Industry experts and resources to the media
TACTICS:
• Develop strategic partnerships with Boston Arts Academy, neighborhood associations,
and civic VIPs for Grand Reopening in June 2008
• Conduct trade and consumer media campaign highlighting new stylish interior design,
amenities, and high-touch service philosophy – Intuitively Yours
• Build noteworthy Grand Reopening packages to increase media and consumer interest
RESULTS:
Business Travel feature in USAToday
National trade coverage developed in hospitality publications to reposition the property
Local coverage developed to generate the buzz: stuff@night, Boston Common magazine,
Boston Magazine
National consumer coverage highlighting style and location in queue to generate interest and
bookings: Travel + Leisure, Conde Nast Traveler, Metropolitan Home, etc.
Calendar of strategic events developed for Grand Reopening in June 2008:
• Ribbon Cutting with Civic and Tourism Officials (using signature stripe for ribbon)
• Grand Reopening Party with Nitery Saint to benefit Boston Arts Academy
• Small Breakfast Events and Tours for Potential Corporate Clients
Sarah Leaf-Herrmann
617.461.7254
CASE STUDY:

GREEN COMPANY
“Five Lanterns at the Pinehills”
CHALLENGE:
To promote a new residential development of $1M+ homes in a difficult economy
and housing market
STRATEGIES:
Highlight new innovative architecture style, offering “indoor/outdoor living” for the first time in
New England
TACTICS:
• Partner with Boston Magazine for 2008 Design Home, opening September 2008
• Analyze customer database to design profile of targeted consumer
• Research and develop select list of strategic partners for new home marketing and events
• Promote third-generation family owned business, roster of national customer
satisfaction awards
RESULTS:
Front page feature on development in The Boston Globe
Front page feature on development in The Patriot Ledger
Currently building email database of qualified customers
Built target demographic/psychographic customer profile for mailing list acquisition
Robust schedule of high-end events in place for key selling season to highlight the
development’s USPs:
• May 15 Landscaping Seminar by Michael Weshan, Onair Talent, PBS Victory Garden
• June 14 Experiential Tour
• September 2008 Design Home Tours
• September/October Wine Tasting Event, Hot Air Balloon Rides, Classic Car Picnic
Sarah Leaf-Herrmann
617.461.7254
CASE STUDY:

GLOBAL VISION INTERNATIONAL
CHALLENGE:
To introduce “voluntourism” to North America with opening of new sales office in Boston
for UK-based non-profit organization
STRATEGIES:
Drive awareness and sales among college students and young adults through media coverage of
new type of responsible “green” travel
TACTICS:
• Held an online contest the week of Earth Day – “What Kind of Monkey Are You?”
– where college students answer a short quiz that enters them to win a voluntourism
trip to Costa Rica. Viral campaign conducted on three Boston college campuses
to drive contest entries.
• Distribute case studies with images to college media outlets, Top 100 daily travel
editors, major City magazines, and consumer magazines
• Offer “Voluntourism” FAM trips to qualified journalists to interview project
participants and GVI leaders in the field
RESULTS:
Coverage developed throughout North America in college newspapers, radio stations and
mainstream consumer media
Nine-month media campaign resulted in successful launch of North American sales office,
which currently has the highest sales figures of all the locations
Sarah Leaf-Herrmann
617.461.7254
CASE STUDY:

THE LIBERTY HOTEL BOSTON
CHALLENGE:
To build momentum for the transformation of the Charles Street Jail for the Grand Opening
of The Liberty Hotel
STRATEGIES:
Build select strategic alliances
Highlight project partners
Explore the history of Charles Street Jail
TACTICS:
• Partner with Esplanade Association for summer opening events
• Hold hard hat tours for media, community VIPs, and neighborhood groups
• Hire historian to write book
• Capitalize on high profile architect, interior designer, and past jailed cause célèbre to
highlight how the jail’s history informs us about Boston and US history
RESULTS:
Extensive national coverage including NYTimes, Chronicle, Travel + Leisure, Town & Country
Grand Opening Events attended by more than 2,000 VIPs
Hotel embraced by Beacon Hill and West End Neighborhood Associations, BRA, Historical
Commission, Mayor’s Office, MGH
Sarah Leaf-Herrmann
617.461.7254
CASE STUDY:

PHILLIPS PEEPS
CHALLENGE:
To boost Easter candy sales in-store and online for a Boston’s Oldest Chocolatier
STRATEGIES:
Refresh iconic “Peeps” by dipping in Phillips Candy House signature white, milk, and
dark chocolate
TACTICS:
• Mailed “Peeps in a Puddle” to top 15 regional food and lifestyle editors
• Mailed “Peeps in a Puddle” to 25 leading women’s shelter publications
RESULTS:
Extensive print and television coverage of Dorchester store, three-generation family as
chocolatiers, Founder 89-year old Anna featured on Jay Leno
Online sales boosted 18 percent
City of Boston Parks & Recreation Department asked Phillips to partner for annual
Easter Egg Hunt
Sarah Leaf-Herrmann
617.461.7254
CASE STUDY:

SARKU JAPAN RESTAURANTS GROUP
CHALLENGE:
To build on the success of 20-year old private company with more than 200 stores in the
US to introduce a new street front concept for franchise sales
STRATEGIES:
Build strategic alliances with partners who can provide added value
Research the QSR and franchise industry and dining trends to position Sarku Japan for
a successful franchise launch
TACTICS:
• Work together with client to develop exclusive relationship with Coca-Cola, providing value
add partnerships for Grand Opening offers
• Research messaging and menu for leading QSR players and Asian QSR companies to provide
recommendations for menu development, franchise program buildout
• Interview industry experts to learn where the market opportunities are for Asian
franchise concepts
• Develop advertising, mobile marketing, and sampling campaign to launch Woburn location
RESULTS:
Based on agency recommendation developed through competitive research, transfat removed
from all menu items
New corporate identity launched to reposition the brand for today’s franchisees/QSR customers
Franchise tradeshow collateral package developed
First franchise store to open at the Woburn Mall in April 2008
Second franchise slated to open in Cambridge Spring 2008
Sarah Leaf-Herrmann
617.461.7254
CASE STUDY:

TOMB
CHALLENGE:
To build momentum for expansion of Fenway neighborhood interactive
environment-TOMB
STRATEGIES:
Position TOMB inventor Matt Duplessie as innovative entrepreneur
TACTICS:
• Highlight inventor as largest contractor to Disney
• Develop feature stories in Matt’s alumni publications: MIT and HBS
• Distribute biography, images, and press release to trade and consumer media
• Hold media tours of new production facility in Saugus: Five Wits Productions
• Develop national media coverage for new attraction developed by Duplessie for International
Spy Museum in Washington, DC
RESULTS:
Inventor featured in Boston Herald Business section, Christian Science Monitor, WCVB-TV
magazine format show Chronicle, and PARADE magazine
Inventor asked to develop environment for Brooklyn Children’s Museum and Boston’s
Museum of Science
Sarah Leaf-Herrmann
617.461.7254
CASE STUDY:

SARAH LEAF-HERRMANN
MEDIA CLIPS
PORTFOLIO:

AMERICANWAY
Sarah Leaf-Herrmann
617.461.7254
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BOSTON BUSINESS JOURNAL
Sarah Leaf-Herrmann
617.461.7254
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BOSTONCOMMON
Sarah Leaf-Herrmann
617.461.7254
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THE BOSTON GLOBE
Sarah Leaf-Herrmann
617.461.7254
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THE BOSTON COURANT
Sarah Leaf-Herrmann
617.461.7254
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BUDGET TRAVEL
Sarah Leaf-Herrmann
617.461.7254
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BUSINESS
Sarah Leaf-Herrmann
617.461.7254
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COMMERCIAL REAL ESTATE MONTHLY
Sarah Leaf-Herrmann
617.461.7254
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FOODSERVICE EAST
Sarah Leaf-Herrmann
617.461.7254
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Hartford Courant
Sarah Leaf-Herrmann
617.461.7254
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THE NEW YORK TIMES
Sarah Leaf-Herrmann
617.461.7254
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USA TODAY
Sarah Leaf-Herrmann
617.461.7254
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Sarah Leaf-Herrmann Case Studies PR Portfolio

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