DWA Case Study


		CASE STUDY

Award-Winning Product Design/Development Firm Extends Marketing Presence Nationally, Lands Product Among Business Week/USA Today's Best Products of 2002

Strategic Public Relations Push Designed, Written and Supported by The Darnell Works Agency

Design Concepts, Inc., an award-winning Madison, Wisc.-based product design and development firm specializing in outsourcing high-profile projects for major U.S. manufacturers.

Challenge
Design, develop and execute a cost-effective media relations campaign to promote the busy firm by strategically communicating its capabilities to manufacturers across the U.S.

Approach
Research was conducted among key management and sales executives to establish company's objectives. Latest project developments were analyzed, news-worthy developments were identified, researched, and written-up, carefully gathering and addressing internal and external input and gaining approvals through all necessary parties. Global media research was conducted and a customized database delivered to company for internal media relations efforts, and several key submissions were handled directly by the agency.

Results - Highights

News of the company's contributions to a 2002 "Best of Neocon" Gold Award-winning product for Spacesaver Corporation earned local business and national industry news coverage.

The company's Wilson Sporting Goods Youth Batting Helmet -- the subject of the campaign's second press release -- earned international recognition as one of Business Week and USA Today's Best Products of 2002.

About The Darnell Works Agency
The Darnell Works Agency supports some of the world's most innovative business ventures by providing intelligent business counsel, helping leaders build, showcase and leverage meaningful accomplishments, and combining proven strategic foresight with cross-media communications expertise to achieve specific aims and objectives. Since 1990, principal Roger Darnell has successfully served hundreds of leading executives and working members of the press, resulting in over a billion positive media impressions worldwide, and earning DWA's reputation as a leading agency for crafting and delivering brand communications campaigns that are effective -- and genuinely interesting.