L.C. Williams & Associates Case Studies

EUREKA
"A Clean Pet Home"

How do you celebrate a messy, smelly, dirty, hairy best friend?

LCWA launched Eureka’s Pet Lover line of vacuum cleaners with an aggressive media relations campaign focused on securing reviews of the innovative products. We reached out to consumers through the “My Messy, Smelly, Dirty, Hairy Best Friend” online photo contest. And our influencer outreach to dog show participants and vocal doggie daycare operators further spread the word that you can love your messy, smelly pet — and have a clean home, too!

LCWA
"HomeMakers Event"

How do you get 40 editors in the same room?

LCWA conducts the annual HomeMakers event to put our clients face-to-face with dozens of influential print, online and broadcast media contacts in one Manhattan hotel suite. Clients share information and ideas with representatives from outlets as diverse as dwell, Good Housekeeping, Real Simple, Popular Science, Copley News Service, The Wall Street Journal, AOL Living and NBC’s “Today.” In turn, media receive sneak peaks at new products and learn about the latest trends and industry news from a variety of design and marketing experts all in one place. The LCWA HomeMakers event only lasts for one day — but it results in year-long media coverage for our clients.

GROHE
"Enjoy Water Brand Positioning"

How do you get people to share their shower secrets?

LCWA promoted GROHE’s “Enjoy Water” brand platform through strategic and clever media outreach. We created a life-size mailer — measuring true-to-size 16-inches in diameter — to highlight the Jumbo Rainshower’s massive dimensions and design features. A survey asking consumers to “come clean” about their shower activities generated significant media buzz. And when Hollywood experienced a baby boom, we seeded the ultimate baby “shower” gift basket — including the GROHE Relexa Ultra showerhead — with new celebrity moms like Nicole Ritchie, Salma Hayek and Julia Roberts. It’s safe to say we’ve yet to experience a creative drought!

THODOS DANCE CHICAGO
"Fosse Trilogy"

How do you fill two theaters in
three snaps of a finger?

LCWA played a major role in helping Thodos Dance Chicago, one of the city’s preeminent contemporary dance companies, nearly triple its box office projections for its 2009 Fall Concerts. We did it by generating media attention for the centerpiece of Thodos’ Fall program, the world premiere of “Fosse Trilogy” — a unique trio of rarely performed dances by legendary choreographer Bob Fosse, reconstructed for Thodos by another Broadway superstar and Fosse contemporary, Ann Reinking. A strategic media relations campaign, hooked to offering rare, behind-the-scenes access to Ms. Reinking during rehearsals, saturated local print, radio, TV, and online media, as well as national dance and theater press, with advance features, interviews and reviews. The result? A sold out debut at the 849-seat North Shore Center for the Performing Arts in Skokie, followed by a capacity crowd for our client’s first-ever solo concert at Chicago’s prestigious, 1,500-seat Harris Theater for Music and Dance.

FABRICATORS &
MANUFACTURERS ASSOC. (FMA)
"Skilled Labor Issue"

How do you encourage kids
to get their hands dirty?

LCWA helped the Fabricators & Manufacturers association (FMA) “own” an issue to build the group’s industry presence. Research helped identify an issue critical to the future of U.S. manufacturing: the growing problem of attracting young, skilled labor to factory work. LCWA conducted special surveys and wrote white papers and bylined articles for business, trade and consumer media. We also worked with celebrity spokesperson John Ratzenberger, a long-time advocate for the cause, to get the word out that promising careers exist for youth willing to “get their hands dirty” in manufacturing.

FIRST ALERT
"Tundra Niche Audience Outreach"

How do you keep the fire from
going out on a hot product?

When LCWA began working with First Alert, its revolutionary Tundra fire extinguishing spray already had won numerous awards and widespread media attention. Through customized pitches and creative mailings, we promoted Tundra to niche audiences ranging from boaters and campers to new moms, culinary enthusiasts and football fans. Parenting media received Tundra and home safety tips wrapped in a soft, cuddly “security blanket.” Culinary media received this hot safety product for the kitchen in a First Alert-branded oven mitt. And a foam finger promoted Tundra as a tailgating must-have to sports, food and lifestyle media in the top pro and college football markets. These targeted pitches successfully attracted new audiences to this priority product, and the continuous media coverage made sure Tundra stayed “hot” in the news.

CRAWFORD BY LEHIGH
"National Clean Out Your Garage Day"

How do you help more than half of Americans in one day?

LCWA conducted consumer research for The Lehigh Group, makers of Crawford-branded garage and home workshop organization products, which revealed that 55 percent of Americans have to park at least one car outside, 39 percent have tripped over something and hurt themselves, and 22 percent have hit something with their car when parking due to having too much clutter in their garages. As a result, LCWA worked with this safety-focused client to declare the country’s first-ever “National Clean Out Your Garage Day.” We chose the Saturday following Labor Day, traditionally a time when homeowners focus on last-minute outdoor home improvement projects before heading inside for the winter. Promoting practical tips and product suggestions from the Crawford line-up, our “Perfect Your Parking Zone” campaign reached millions of consumers through broadcast, print and online media coverage, positively impacting sales of Crawford products during a key selling period — and encouraging consumers to pick up and stay safe!

We implement a wide variety of programs and tactics for our clients, but all LCWA efforts have one thing in common: a focus on meaningful results that will complement our clients' business objectives.