RETHINK THE BOX®

Steele Rose Communications

Don't just think smart, think different.™
Don’t just think outside the box…
Rethink the Box.®

In a business and marketing environment that demands innovative thinking and unique
approaches to problem solving, it’s not enough to merely “think outside the box” for creative
solutions…sometimes you have to “rethink the box.”®

Steele Rose Communications is a group of dedicated public relations professionals whose

expertise focuses on viewing corporate marketing issues from new and fresh perspectives.

With core services ranging from Brand Marketing and New Product Introductions to Crisis
Management and Social Issues Marketing, Steele Rose utilizes creative strategic thinking and
precision tactical implementation to provide clients with comprehensive and quantifiable results.

Don't just think smart, think different.™

Steele Rose Communications

75 S. Broadway, 4th Floor
White Plains, NY 10601

Phone
914.304.4303
Fax
914.304.4307
Web
www.steelerosecomm.com
 Steele Rose Communications WHO WE ARE
Rethink the Box
®

Our Focus
Steele Rose Communications provides results-driven programs that achieve clients’
goals by creating and implementing strategies and tactics that are supported by flawless execution.

The cornerstone of our success is based on the understanding that clients need a marketing
communications partner who knows how to positively affect market perception rather than changing
the market.

We are able to bond quickly and effectively with our clients because we view our clients
as the experts in their business. This important axiom exemplifies our determination to recognize,
use and maximize our clients’ assets and resources to their fullest potential so that time, energy and
money are not wasted.

At Steele Rose Communications the importance of communications and the power of

integrated communications are well understood. Our team produces insightful solutions and
creative results that accomplish and often surpass original goals and objectives.

Our core services are:

. . . Brand Marketing
. . . New Product/Brand Introductions
. . . LifeCare™
. . . Crisis Management/Communications
. . . Social Issues Marketing

Our Vision
Steele Rose Communications consists of a group of dedicated professionals whose
strategic thinking capabilities coupled with quick decision making are geared to take immediate
advantage of often split-second windows-of-opportunity.

Our team reflects a wide spectrum of frontline decision makers that thrive on business
challenges, intellectual stimulation, and results. The breadth of our business experience is vast.
We exist to satisfy the demands and objectives of our clients. When our clients do well, we do well.
Nothing is more rewarding to us than to see our clients garner increased coverage as a result of
programs and strategies we devised to take advantage of media recognition and interest.

At Steele Rose Communications, you are assigned to and serviced by a senior staff
member with whom you deal directly. This senior staff members is fully accountable for
creative content of materials and for all communication between you and the agency. You will never
have to contend with inexperienced juniors.
 Steele Rose Communications OUR SERVICES
Rethink the Box
®

Brand Marketing
A brand is the most powerful asset that a company owns. From the consumer and trade
perspective, the brand is the company. From its name to its various points of distribution, from its
packaging to its line extensions, from its advertising to its public perception, the brand and its
identity should be recognized as one of a company’s most important assets.

A brand is vulnerable to a host of competitive and environmental threats during each phase
of its product life cycle. It is critical that, in order to thrive and grow, a brand must have a public
relations program specially tailored to meet its sales and marketing objectives throughout the
course of its life cycle.

Steele Rose Communications has extensive experience in maximizing a brand’s position

in the marketplace. We work with our clients to leverage the strengths of their brand through
communications programs that work within the context of the total marketplace so that clear and
concise strategies and tactics are mapped, budgeted and implemented.

New Product/Brand Introductions

While new product introductions are often considered primary growth tools for
some organizations, the marketplace has a way of exposing the launching company to a host of
potential pitfalls.

Steele Rose has successfully launched new products in all major consumer
categories. Our creative teams are able to capture the products’ essence enabling us to put
together impactful programs that deliver identified results.

LifeCare™
Steele Rose Communications has developed a specialty health, personal care and
nutrition public relations division called, LifeCare™ based on the industry’s need for an
agency that understands the nuances of health care marketing communications and the ever
increasing demand for nutraceuticals, cosmeceuticals, pharmaceuticals, natural products and
products with health related claims. The trend towards self medication, disease prophylaxis, healthy
diet and the desire for active longevity are fueled by escalating consumer awareness of associated
medical issues. Products and companies making health claims are under increasing pressure to be
able to substantiate them. The ability to create, support and communicate product end-benefits,
claims and efficacy is a major strength of Steele Rose Communications. Together we can supply the
infrastructure and expertise to ensure that your products stand well above the competition, in the
consumer’s mind and on their shopping lists.
 Steele Rose Communications OUR SERVICES
Rethink the Box®

Crisis Management/Communications
All companies and brands are susceptible to industry rumor and innuendo, environmental
issues, factory work stoppages, product tampering, retail slamming, employee morale issues,
consumer dissatisfaction, product recalls, natural disasters to name only a few. Steele Rose
Communications has significant experience in dealing with these types of issues.

Good crisis management puts a formal plan into action that orchestrates the flow of
information between senior management and potentially affected targets. An effective plan controls
the outcome of action, the roles of participants in the process and the dissemination of news to
safeguard the company’s reputation and brand image.

Steele Rose Communications’ teams are well-versed in the high pressure, high visibility
environment of a crisis management situation. We conduct vulnerability studies, create strategic
communications programs, media train essential personnel, set-up news bureau desks, as well as
orchestrate teams for swift and organized decision-making for all key spokespeople. We become
gatekeepers by providing 24/7 availability to ensure the smooth and efficient flow of information to
the media. In addition, Steele Rose stays actively involved after the crises to monitor media
outcomes, follow-up with media, analyze aftermath, make follow-up recommendations as well as
provide ongoing counsel and strategy consultation.

Social Issues Marketing

The long-term importance of social issues marketing in relation to the management of
corporate and brand identity is a strategy that has the potential to both generate sales and increase
brand loyalty among consumers. The result, when done properly, is that consumers will purchase
products that support corporately funded outreach programs, particularly when those programs
are created to build awareness of a socially significant cause.

Steele Rose Communications has developed public relations programs in support

of leading social issues. These programs have received overwhelming public recognition
and response. From our award winning “Hats Off for Cancer” for Pantene to the inspirational
“Big Red Book Program” for Coca Cola and “Canine Comedy” for PETsMART to help stop the
euthanasia of unwanted pets.
HIGHLIGHTED CASE STUDIES
 BEAUTY & PERSONAL CARE

Steele Rose Communications

Rethink the Box®

 Steele Rose Communications NOXZEMA & OLD SPICE
Rethink the Box
®

2004 International Mercury Award Honoree

for Excellence in Professional Communications!
The Task
. . . To drive awareness and credibility of the new line of Old Spice High Endurance
shaving and face care products for men and Noxzema shaving products for
women from Universal Group, the shaving category licensor of Procter & Gamble’s Noxzema
and Old Spice brands.

Rethink the Box®

. . . Changed the media’s perception about Old Spice’s image and introduced them to
OSHE so they can educate and influence public opinion
. . . Conducted Editorial Desksides, intimate one-on-one meetings in the offices of top,
influential beauty and grooming magazine editors, introducing them first-hand to Noxzema and
OSHE shaving products
. . . Generated awareness and credibility among Influentials and early adopters to develop
positive buzz around Noxzema and OSHE shaving products
. . . During the industry-wide frenzy about the razor wars between Gillette and
Schick, SRC offered the news on the merger between two relatively unknown companies, KAI
Corporation and The Universal Group (a business story with a small likelihood for pick up),
with its launch of the World’s First 4-Blade Disposable Razor — the H.E. 4X4 from Old Spice
High Endurance — in its competition’s own backyard as an exclusive to the Associated Press,
the backbone of the world’s information system.

The Result
. . . Reached almost 1 BILLION consumer and trade audiences worldwide with a total publicity
equivalent of more than $3 million on an annual PR budget of just $200,000 – less than
the cost of producing and placing one four color advertisement in any popular
woman’s magazine!
. . . SRC was honored with a number of industry awards for the exclusive Associated Press
story announcing the KAI and Universal Group partnership which generated at least 350
million impressions worldwide.
. . . Garnered placement for Noxzema Eyebrow Shaper in one of the top consumer publications,
GOOD HOUSEKEEPING magazine, resulting in almost 20 million impressions
. . . In addition, Good Housekeeping’s web site (more than 386,000 visitors/month),
which is part of iVillage.com, also featured the Eyebrow shaper
. . . Feature also generated TV coverage through the Good Housekeeping Reports segment
which aired in local markets nationwide generating more than 1.5 million impressions
 Steele Rose Communications VEET
Rethink the Box
®

The Task
. . . To launch and build awareness among domestic consumers of a new brand of
depilatories in an industry with a well-known, long-time competitive leader in the category.

Rethink the Box®

. . . Developed a strategic program to change the perception of hair removal and elevate it
to the gold standard and sophistication of the hair and skincare category of beauty products.
. . . Developed product messages that stressed ease-of-use and convenience. In order
to enhance credibility, we identified and media trained a nationally recognized expert
spokesperson to generate news coverage.
. . . Utilized a variety of sponsorships, promotions and “influencer outreach”
to establish brand recognition and product awareness.
. . . Leveraged Veet’s global reputation and worldwide product leadership position to
eclipse the competition’s media coverage and sponsorship opportunities.

The Result
. . . Veet routinely benchmarks its public relations goals. Management was absolutely
delighted by the results for this project. Initially benchmarked to receive 15 to 20 million
impressions, the Steele Rose Communications’ program generated more than
250 million impressions.
. . . We successfully launched and built awareness for Veet as the preeminent hair
removal brand among leading beauty editors at top women’s publications. In addition,
Veet gained category leadership among long-standing key category leaders, Nair and Nads.
. . . In a recent Happi Magazine article, Bart Becht, CEO of Reckitt Benckiser, said that “Health
and Personal Care sales rose a total of 13%”. The company credited the gains to the launch of
Veet in the U.S. “A highly successful launch based on a highly successful
PR campaign.”
 Steele Rose Communications PANTENE
Rethink the Box®

The Task
. . . To launch Pantene Pro-V “Love Your Hair” Campaign.

Rethink the Box®

. . . Developed a unique, multi-faceted campaign to reach Pantene’s primary
target markets.
. . . Created a tie-in with Glamour magazine and visited college campuses with a
celebrity hair stylist to makeover girls and sample Pro-V products.
. . . Produced The Pantene® Shining Example Award that was presented to high-school
senior Tara Lawrence, founder of Hats off for Cancer, an organization that collects and
donates caps to children who have temporarily lost their hair from chemotherapy treatments.
Tara was presented this prestigious award for her work with children battling cancer.
Pantene also helped Tara collect hats from celebrities, athletes, and the general public
conducting a 65-market truck sampling and hat collecting tour with events at each stop.
In addition, we invited Rosie O’Donnell to present Tara with the Shining Example Award in
honor of Pantene’s donation to her For All Kids Foundation.

The Result
. . . Pantene was the first hair care product company to support a cause for kids
who have temporarily lost their hair due to illness.
. . . The Pantene “Love Your Hair” Campaign generated more than one billion impressions
plus approximately 750 stories for the brand as reported by the NAI. Magazines accounted
for 73% of the total impressions and TV coverage accounted for 62% of the stories.
 CONSUMER PRODUCTS

Steele Rose Communications

Rethink the Box®

 Steele Rose Communications AIR WICK
Rethink the Box®

2003 International Mercury Award Winner

for Excellence in Professional Communications!

The Task
. . . To capture the attention of hard-to-reach national magazine and newspaper
editors during the launch of Air Wick’s new NITE LIGHT™ SCENTED OILS product,
a combination nightlight and air freshener.

Rethink the Box®

. . . Developed a high-impact, dimensional 3-D media press kit. When the package
was opened, LED lights (representing stars in the sky above an illustrated house) would start
to blink directing attention towards the client’s key message, “It’s a turn on in the dark.”
The illustrated house had a hinged flap that opened to reveal a product sample underneath.
Press materials, placed in the die-cut pockets on the inside left cover, contained information
about how something as simple as the way your house smells could make or break a real
estate sale.
. . . Involved a third-party expert to enhance credibility of the message. Coldwell Banker’s
top sales associate, Mark Seiden (also known as “The Homeman”), was made available for
media interviews. He provided expert insider tips on selling your home for top dollar that
also included the use of Air Wick air fresheners to ensure your home would never suffer from
a “bad air day!”

The Result
. . . We created the first public relations media campaign in the air care industry designed to
launch a new product. SRC's highly innovative, first-of-its-kind press kit for Air Wick
communicated the forward thinking and leadership position of the brand. The significant
editorial exposure gave immediate credibility to a product at a fraction of the cost of
consumer advertising.
. . . A syndicated columnist for Knight Ridder Newspapers picked up the Air Wick story and ran
it in 32 daily newspapers nationwide, including top papers such as The Philadelphia
Inquirer, Miami Herald, Kansas City Star, Akron Beacon-Journal and The Detroit Free Press,
with a combined print impression of nearly 10 million. A mat release — featuring The
Homeman’s advice on how to never have a bad air day ruin the sale of your house — ran in
more than 400 newspapers nationwide reaching more than 5 million readers.
 Steele Rose Communications LY S O L
Rethink the Box®

The Task
. . . To counsel Lysol against its advertising and trade public relations agencies to promote
claims about its ability to kill SARS-like viruses.

Rethink the Box®

. . . Developed effective and aggressive task parameters:
1. Have Lysol keep a low profile and not enter into the consumer marketplace with a
SARS-like claim
2. Stop all proactive consumer media outreach including the use of a paid antibacterial/
antiviral expert to promote Lysol’s ability to kill SARS-like viruses
3. Have Lysol not move forward with planned print consumer advertising and broadcast
PSA that tied Lysol to a SARS-like solution (which would have inflamed the FDA and
possibly instilled fear in the marketplace where none existed)
. . . Conducted a global teleconference with Reckitt Benckiser and Lysol brand executives
to ensure a cohesive strategy and universal acceptance of the plan. We also instituted a
global media ban on Lysol with respect to anything having to do with the SARS virus.
We drafted all communications documents and put into place an action plan for the US and
Canada that included monitoring the media daily on the SARS virus.
. . . Acted as gatekeepers for the SARS crisis management team, and recommended
responding to a USA Today (Circulation: 2,246,996 = Impressions: 5,909,599) interview
request on a SARS prevention story by having Lysol and virus expert, Dr. Stewart Gibson
speak on behalf of the Lysol brand. By identifying and media training Dr. Gibson as the key
spokesperson prior to the interview, we were able to ensure that a proper perspective was
presented on behalf of the company.

The Result
. . . In stating the truth that no one, including Lysol, could prove that they had a product that
could effectively kill the SARS virus because no one could isolate the SARS virus to test it,
Dr. Gibson enabled Reckitt Benckiser to be the only manufacturer in the USA
Today article NOT criticized for being exploitive or opportunistic.
. . . The Steele Rose strategies were 100% on target. None of Lysol’s competition conducted
media tours, PSAs, interviews with third-party spokespeople or advertising that associated
their product with a SARS-like prevention or solution. At our urging, Lysol continued to
remain under a consumer media ban until the SARS virus news subsided.
 LIFECARE™

Steele Rose Communications

Rethink the Box®

 Steele Rose Communications GLAXO WELLCOME
Rethink the Box ®

The Task
. . . To introduce Relenza, the first and only treatment at the time for both influenza A and B
approved by the FDA.

Rethink the Box®

. . . Conceived and conducted flu symposia for the media in the months prior to the
FDA’s scheduled Relenza approval. The purpose was to educate as many TV, radio,
newspaper and magazine outlets as possible on the consequences of the flu, the difference
between the flu and the common cold, the history of the flu and its deadly potential,
and flu in the workplace.
. . . Prepared Video and Audio News Releases that featured Dr. Jacob Lalezari, the
physician who conducted the original Relenza clinical trials and featured some of his actual
patients as product endorsers, as the product had not been introduced into the general
population yet. In addition, live, in-office interviews were scheduled in other practicing
New York physicians’ offices with Dr. Lalezari to accommodate requests for interviews with
major national TV outlets.

The Result
. . . The total number of broadcast hits was approximately 700 representing 60% of the
1,100 news-producing stations in the top 200 markets. Media coverage reached:
... 50 of the top 50 markets
... 86 of the top 100 markets
... 148 of the top 200 markets
. . . National exposure was carried on virtually every major national broadcast
media including ABC, Bloomberg Television, CBS, CNN, CNNfn, CNN Headline News,
CNBC, Fox News Channel and MSNBC.
. . . One-on-one interviews with Dr. Lalezari and others were conducted on major
national radio outlets including National Public Radio, ABC Radio Network, USA Radio
Network, Bloomberg Radio and CNN Radio.
. . . Statistically, the comprehensive coverage generated reached approximately
56% of all adults in the U.S.
 Steele Rose Communications BERLEX
Rethink the Box®

The Task
. . . To introduce and build consumer awareness of two new products from the Female
Healthcare Division of Berlex Laboratories: Climara, an estrogen replacement therapy patch
(ERT) and Levlite, an oral contraceptive (OC).

Rethink the Box®

. . . For Climara, we created an educational campaign about ERTs long-term health
benefits such as protecting hysterectomy patients from osteoporosis. We worked with
respected gynecologists to instruct consumers through various media on bone density loss
and the prevention of osteoporosis. We utilized National Osteoporosis Month to launch the
major campaign.
. . . For Levlite, we provided information to women on low-dose OCs and their benefits.
In addition, we developed educational materials to help women take a more active role in
their reproductive decisions.

The Result
. . . Through comprehensive media coverage in health magazines, broadcast and print outlets
nationwide, Climara became the #1 prescribed transdermal estrogen replacement
therapy patch (ERT) in the US.
. . . In addition, we helped establish Berlex Female Healthcare as an educational
leader in women’s reproductive health and ERT.
 FOOD & BEVERAGE

Steele Rose Communications

Rethink the Box®

 Steele Rose Communications REVOLUTION TEA
Rethink the Box
®

The Task
. . . To introduce Revolution Tea’s new all natural ready-to-drink White-T™ to the trade at the
Summer Fancy Food Show in New York

Rethink the Box®

. . . Developed a strategy to brand Revolution Tea bigger than it is
. . . Arranged in-person interviews for David Watson, President of Revolution Tea, with
major food industry media at Fancy Food Show
. . . Developed this compelling but true product message based on the health benefits of
White Tea - “Did you know that REVOLUTION™ WHITE T IS HEALTHIER THAN
H20? MOVE OVER DASANI, STEP ASIDE, AQUAFINA. Doctors, Scientists and Nutritionists
Agree…There Is More to White Tea than meets the Leaf”

The Result
. . . Increased website visitors by 100% and sales by 300%
. . . Captured the attention of all major food writers and analysts, as well as local
Arizona media, garnering coverage in all major trade publications
. . . B-to-B story that became a National consumer “Revolution” as Revolution
White-T was featured in BusinessWeek, the top national business magazine
(circ.: 987,379; impressions: 3,949,516 and ad value - $67,310) alongside
its competition, existing major brands, and stood out front and center
capturing leadership brand position
. . . ABC’s “Good Morning America”, #2 national morning show, 4.27 million viewers
nationwide, included the White-T in Fancy Food Show coverage …
. . . Phil Lempert, the Supermarket Guru, SupermarketGuru.com (1.5 million visitors/month) and
MSNBC.com (20,601,000 visitors/month) loved the White-T and included a positive review
with color photo in his New Products Hits column
. . . National consumer coverage was achieved through the success of SRC’s Rethink
the Box trade strategy even without its formal consumer launch:
... Better Homes & Gardens magazine (circulation – 7,628,424; consumer
impressions: 30,513,696; ad rate: $280,700), the premiere home, cooking
and gardening magazine for consumers nationwide!
... WOMAN’S DAY magazine (Print Circulation: 4,060,619, Print Consumer
Impressions: 16,242,476, Print Ad Value: $179,365), one of the largest general
interest women's magazine for 30-44 year women and a top 10 consumer magazine!
... YOUR DIET magazine (circ.: N/A, second issue), from the publishers of
PEOPLE magazine, included a color photo of the Raspberry White T in the
“Product Watch – Keep an eye-out for the latest diet friendly foods” section on page
11, in a feature entitled “No-cal Quenchers”. Revolution’s White T was given a
favorable review along with established competitor
 Steele Rose Communications PERRIER
Rethink the Box
®

The Task
. . . To overcome lingering perceptions of a false tampering incident and to reinforce
the brand image of “purest sparkling water” to Perrier’s primary target market of 18 to 34
year olds.

Rethink the Box®

. . . Created a strategy that would enhance brand personality by linking Perrier Sparkling
Water to significant celebration events.
. . . Launched the web-based Perrier Millennium Party Planner Program. The program
provided details on hosting Millennium theme parties including themes such as "La Vida
Loca" and "James Bond, 007.” In addition, we used noted party planner, Ms. Baroni, author of
“The 100 Day Countdown to 2000,” as a spokesperson at media events.
. . . Created “The 1st Sparkling Ice Cube for Really Pure Drinks” Promotion that was
targeted to bars, bartenders and party/event planners to reinforce the purity of the product.

The Result
. . . We increased visitor traffic to perrier.com by 26 times the normal rate to 26,000 per
day in the first 3 months of the program.
. . . The Satellite Media Tour we produced resulted in 5.5 million impressions in Perrier’s
key markets.
. . . Print and additional broadcast placements, including a segment on “The Oprah Winfrey
Show,” generated more than 2.8 million consumer impressions.
 Steele Rose Communications COCA-COLA
Rethink the Box®

The Task
. . . To develop a positive youth development program in order to strengthen the
relationships with parents and health groups surrounding rising health-related issues with
kids and its products. Coca-Cola recognized that reading improvement was to be used
as the cornerstone of its social responsibility campaign.
. . . Our assigned objectives were:
1. Seed the market for an expanded positive youth development program
2. Enhance visibility of the brand’s commitment to youth through reading by developing a
creative, highly visible and publicizable program that would generate national publicity
3. Develop a high-impact program that facilitates brand interaction with consumers
4. Position the brand as making a positive and significant difference

Rethink the Box®

. . . Created a cause marketing program called “The Gift of Reading Tour.”
. . . Elements of the program included:
1. Partnering with Scholastic and First Book to create and brand the world’s largest book
2. Bringing the world’s largest book to select markets to secure signatures from consumers
that would represent a donation of a book to a child by Coca-Cola
3. Garnering the support of local market VIPs and celebrities to make each event a major
local happening to garner media attention
4. Securing on-site and phone interviews for Coca-Cola executives to spread the positive
youth development message

The Result
. . . We received coverage in major national, regional and local print publications
along with broadcast segments on CBS, NBC, ABC, FOX, WB and PBS affiliates
throughout the country. In addition, our client was able to get their message out on numerous
local radio and cable programs.
. . . Perhaps best of all, we were able to put thousands of books in the hands of kids
who wanted and needed them.
 RETAIL & REAL ESTATE

Steele Rose Communications

Rethink the Box®

 Steele Rose Communications C O L E G R O U P R E A LT Y
Rethink the Box®

The Tasks
. . . To create a corporate brand identity for Cole Group Realty, a full service real estate
investment, management, leasing and advisory company with properties located in the Albany,
Long Island and Westchester areas that will build brand awareness for its residential properties
among its target audiences. The new identity is designed to emphasize the Cole Group name
and leverage their family heritage and expertise.

Rethink the Box®

. . . Steele Rose Communications created a tag line “Join our family and enjoy life”
...Positioned Cole Group Realty as the “person behind the name” vs. the “anonymous
conglomerate”
...Strong family heritage and family owned/run company
. . . Advised Cole Group Realty to redesign their web site to focus specifically on their
residential properties and make it more user-friendly and informational by linking it to multiple
Capital Region points of interest. To accomplish these goals the site incorporated top quality
photography, writing, and interactive elements such as flash graphics to reflect the excellent
image of the Cole Group Realty properties
. . . Created an up-to-date logo for Cole Group Realty. The previous logo design was
outdated and incorporated a “skyscraper, urban” feel, which no longer represented their current
“garden style” residences.
... New logo was placed in all advertising, collateral materials, brochures, staff clothing,
promotional items and on web site to establish brand name
. . . Recommended designing and printing colorful Cole Group Realty brochures. Prior to
the brochures, Cole Group Realty relied on black/white print outs of floor plans and word
documents of apartment details to hand out to perspective renters
... Designed and created a main brochure for Cole Group Realty with pockets for
individual property brochures

The Result
. . . The new tag line built awareness and credibility among target audience and
generated the positive buzz to deliver maximum ROI for client
. . . The redesigned ColeGroupRealty.com site presents a more attractive, inviting and
compelling web presence that has already increased its viewership, attracting more
prospective tenants to the properties and delighting the current property residents
. . . Increased web site visitors, prospects inquiries and property rentals by 25%
. . . Now 95% of properties are at 100% occupancy
 Steele Rose Communications PETsMART
Rethink the Box®

The Task
. . . To differentiate PETsMART from its competition, build consumer loyalty and
gain market share.

Rethink the Box®

. . . Developed a strategic plan that would position PETsMART in cause-related
pet marketing and philanthropy to generate local and national media attention.
. . . Created The First-Ever Live Pet Wedding officiated by Lassie and Enzo, star of
“My Dog Skip,” as “best dog” at the Beverly Hills Hotel.
. . . Sponsored Macy's “PETacular Springtime Celebration at the World’s Largest
Store” which featured renowned animal specialist, Dr. Amy Marder from Prevention
Magazine, who was on hand to answer pet-related questions and conduct a pet health
seminar.
. . . Produced and sponsored The First Annual Canine Comedy Event with Animal Fair
Magazine at Trump Tower in New York City which featuring top comedians doing stand-ups
about their dogs and cats. The event included having pets available for adoption on site.

The Result
. . . As a result of the marketing events, we generated 36 million impressions from local,
regional and national broadcasts plus 4 million editorial print impressions.
Placements included segments on The Early Show, TODAY Show, FOX and Friends,
New York Times, New York Daily News, Good Day New York and Animal Fair Magazine.
. . . In addition to the national publicity, we generated global media coverage of the
Pet Wedding through foreign outlets with China and the UK sending camera crews to the
various events.
 Steele Rose Communications EDDIE BAUER
Rethink the Box ®

The Task
. . . To launch the Eddie Bauer Golf Apparel Line to consumers.

Rethink the Box®

. . . Developed two separate programs with the following tagline that anchored both:
“Wherever you play, look and feel your best with Eddie Bauer Golf”
. . . For the media:
Created a collector’s mahogany Desktop Golf Game, and distributed it to primary
media “influencers” in the following categories:
... Golf publications
... Men’s/women’s general interest magazines
... Men’s/women’s fashion publications
... Travel, club, health/sports, travel and in-flight publications
... Top sports writers in top 300 newspapers
... Major sportscasters in top markets to generate buzz
. . . For consumers:
... Developed a partnership with Bloomberg Radio that resulted in their first live,
on-air promotion.
... Developed The Eddie Bauer Golf Trivia Contest to drive on-air branding and build
Eddie Bauer Golf awareness.

The Result
. . . The Eddie Bauer Golf apparel launch was one of the company’s most successful apparel line
launches. Highlights included:
... A multi-million dollar radio advertising equivalent for less than $100,000.
... The Eddie Bauer Golf Trivia Contest generated four million listeners per day in
Eddie Bauer’s ten key markets for a total of 40 million listeners.
... Placement of 400+ stories and articles.
... National, regional and local coverage resulting in saturation media coverage in key
Eddie Bauer markets.
 RETHINK THE BOX®

Steele Rose Communications

75 S. Broadway, 4th Floor, White Plains, NY 10601
Phone 914.304.4303 Fax 914.304.4307 www.steelerosecomm.com