Success, for our clients, is determined by what they want to achieve and how our PR and marketing programs help them reach their goals. For some, it is a feature article; for others, it is being included in an industry roundup, and, for some, it is recognition of their products, management team or community contributions.
Here is a brief list of some of the recent “successes” in which we have been an integral part for our clients:
- A two-page feature, with Page 1 reference, about antique Oriental rugs featuring Claremont Rug Company (www.claremontrug.com) and highlighting one its clients in the Weekend Wall Street Journal
- A New York Times column devoted to Claremont Rug Company president, Jan David Winitz
- Annual by-line pieces in Chubb Collectors for Claremont Rug Company
- Lead story of major announcement for Compact Imaging in top industry trade publication
- National recognition of the GoSolarMarin founder as a “Second Half Champion” by Wells Fargo Financial Advisors
- Most Admired CEO” award from the San Francisco Business Times for the CEO of Circle Bank (www.umpquabank.com)
- Inclusion in the Financial Times of as one of three “emerging collecting trends” for antique rugs and Claremont Rug Company
- Positioning of the owner of Claremont Rug Company as subject matter expert in two leading art periodical publications
- Profiles of the Circle Bank CEO in the San Francisco Chronicle, San Francisco Business Times and NorthbayBiz (magazine)
- The lead Sunday Business story in the San Francisco Chronicle for Claremont Rug Company
TOBIN & Associates works with its clients to direct the messages to the right audiences whether they are local publications, national websites or the leading national and international daily newspapers.
One of the more interesting assignments undertaken by Gary Tobin was as lead consultant for the U.S. Department of Treasury project to change the way that a variety of retail financial products, including U.S. Saving Bonds, Treasury Bills and TIPS were marketed and distributed to consumers. In 1999, the Bureau of Public Debt asked for a 10-year strategic plan for its TreasuryDirect service and Tobin led a team of five.
Tobin, having worked with Vint Cerf, one of the creators of the Internet/Worldwide Web in the 1980s at MCI, early on recognized its potential power and influence. One of the “audience-specific” recommendations in his report was to “increase recommends by Internet customers to Internet-reluctants…,” citing an understanding the leverage that the Internet would provide for “peer recommendations.”
The action items in the multi-phase report (BDD-00C-0011, 12/9/99) are still being implemented and included recommendations to:
- Introduce the Internet as the primary transaction vehicle for U.S. Savings Bonds and Treasury Bills by replacing banks and “volunteer” drives
- Increase the outreach to the “non-banked” population segment
- Implement 24/7 customer service
- Create direct relationships with consumers, which has developed into transaction card products