Case Study 1: Repositioning the Shark Sweeper

“Once again, you have proven that we have made the best decision to hire Alpaytac as our PR agency and your role in helping us build our brands has been invaluable.”
Jeff Frankel
Vice President of International and Direct to Consumer Sales
Shark Euro-Pro

Objective
Re-launch the Shark Sweeper product line of Shark Euro-Pro.

Challenge
The Sweeper line had been on the market for over 2 years with limited media exposure.

Solution
The Shark Sweeper product line was re-launched using a concept and positioning statement developed by Alpaytac. After much research, Alpaytac created the brand promise that “The Sweeper picks up what vacuums can’t.” Alpaytac used a key product feature to create “news,” securing placements in top print and broadcast media including Good Morning America, The New York Times, Better Homes and Gardens, Parenting, The San Francisco Chronicle and more. Alpaytac secured over 150 million impressions for the Shark Sweeper reviving the product category and driving sales. Euro-Pro incorporated Alpaytac’s re-positioning of the product not only in the direct-response advertising but also in their packaging. 3 years after the re-launch, the Sweeper is one of the flagship products of Euro-Pro with a wide consumer base.

Services
Marketing research
Strategic public relations
Brand positioning
Integrated marketing communications

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Case Study 2: Launch an Existing Product to a Mainstream Consumer

“Not only has Alpaytac developed an in-depth understanding of our needs, but also has exceeded our expectations with extraordinary results. This is one of the most creative teams that I’ve ever worked with. We quickly saw that this dynamic agency was the right fit to help Ultimate Ears achieve its ambitious goals from a PR standpoint. Ultimate Ears is dedicated to delivering the highest standards to its customers and we can only work with an agency that shares the same commitment.”
Mindy Harvey
Founder Ultimate Ears

Ultimate Ears was acquired by Logitech in August of 2008.

Objective
Secure coverage for Ultimate Ears’ consumer earphones in mainstream publications.

Challenge
The products have received tremendous media coverage in industry specific outlets. Our challenge was to break the barriers with the non-industry, mass appeal magazines and overcome price-related obstacles.

Solution
Alpaytac created new marketing/press kit folders to streamline the Ultimate Ears messaging and to clearly communicate the differentiating factors and superior quality of Ultimate Ears products. Alpaytac leveraged Ultimate Ears’ hands-on experience in the music industry and their celebrity clientele to appeal to mainstream media and consumers. While maintaining the core messaging, Alpaytac segmented the outreach with targeted pitches to women’s interest, fitness, men’s interest, etc. magazines. This resulted in record-breaking impressions with features in publications like Rolling Stone, Men’s Health, Shape, Fitness, Self, Playsoccer, Smash magazines and more.

Services
Strategic Public Relations
Brand Development
Brand positioning
Integrated marketing communications
Marketing research
Creative consultation
Grassroots informational programs
Corporate identity collateral materials

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Case Study 3: Launch a Global Outreach Campaign to Raise Awareness for an International Event

Objective
Push the worldwide water crisis onto the international agenda to encourage public and government support and policy changes while bringing global awareness to the 5th World Water Forum. Draw global attention to Istanbul as a strategic location that is situated on two continents – Europe and Asia, while positioning Turkey as a global thought leader in the field of geothermal resources through this Forum.

Challenge
Introducing a world water crisis to an international audience that was previously unaware of the imminent dangers of the global water situation.

Solution
Alpaytac established the world’s water crisis as an urgent issue and identified the reasons behind water shortage, which underscored the importance as well as timeliness of the Forum to the media. Alpaytac leveraged prominent world figures and high-profile speakers in attendance, such as H.S.H. Prince Albert II of Monaco, H.I.H. Naruhito, The Crown Prince of Japan, and Willem-Alexander, Prince of Orange-Nassau and conducted media outreach in their respective countries to draw attention to the conference. The Media Outreach for the 5th World Water Forum is considered to be the most successful outreach conducted to date.  Not only was there a record breaking 27,000 attendees during a global recession, but the media coverage was also able to garner worldwide attention to imminent water problems. Alpaytac was able to secure 2,762 World Water Forum news mentions in 90 countries across 4 continents with impressions nearing 300,000,000. The agency was responsible for more than 1,000 members of the press during the Forum, a number that doubled the expected accredited media participation. Additionally, two of Turkey's largest newspapers, gave praise to Alpaytac for securing the record breaking coverage which brought significant attention to Istanbul and Turkey as an important geo-political location.

Services
Research
Strategic Public Relations
Event Coordination
Media Buy Planning
PSA Development
Marketing Communications Development
Spokesperson

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Case Study 4: Establish Product Awareness in Mainstream Media
and Differentiate the Product from Existing Competitors

“The work the Alpaytac team has done for us is simply fantastic. They are a great team and wonderful work with.”
Robert Pedersen II
CEO
ZAGG Inc.

Objective
Secure mainstream media coverage for ZAGG Inc’s invisibleSHIELD, a polyurethane film that provides scratch-proof protection for handheld gadgets.

Challenge
The product’s initial publicity relied primarily on strong word-of-mouth from an Internet community of tech-savvy consumers. Our challenge was to introduce the product to mainstream media and position invisibleSHIELD as a must-have protection solution for all audience demographics and distinguish it from the saturated market of screen protectors and bulky body cases.

Solution
Alpaytac created marketing messaging that positioned the product as the first impenetrable defense for electronics. In highlighting the product’s unique military-grade technology, its capabilities as a full-body gadget protector and it’s availability for over 1,500 devices, Alpaytac was able to successfully differentiate invisibleSHIELD from its many competitors. Alpaytac also implemented several targeted strategies, including a holiday gift guide outreach and a comprehensive public relations campaign for ZAGG’s debut as a Consumer Electronics Show exhibitor. In just six months, Alpaytac has secured over 75,000,000 impressions with features in media outlets like CNN American Morning, The Chicago Tribune, PCworld.com, CW Now, Orbitz.com and more.

Services
Strategic Public Relations
Brand Development
Brand positioning
Integrated marketing communications
Marketing research
Creative consultation
Grassroots informational programs
Corporate identity collateral materials

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Case Study 5: Developing a Brand Identity: i.Sound

“Many, many thanks to you and the rest of your staff for the incredible effort on our behalf at CES. Appearing on the Today show was certainly a highlight, but only one event amongst many that were handled so professionally, efficiently and effectively. It is a pleasure working with Alpaytac, and we look forward to a long and successful relationship together.”
Richard Weston
Co-founder
dreamGEAR, LLC

Objective
Provide overall brand positioning before and during the launch of i.Sound, an expansion of dreamGEAR’s product portfolio.

Challenge
i.Sound had no previous brand image or positioning statement and almost no media exposure.

Solution
Alpaytac launched the new i.Sound product line by developing a brand image that would resonate with consumers, positioning i.Sound as “The New Sound.” Alpaytac created the tagline “The Next Best Thing To Being There” and used this brand promise to create an entire marketing communications campaign. The brand promise, image and positioning statement were used in print advertisements, packaging design, publicity and throughout all marketing channels. Within only a few months working with dreamGEAR, Alpaytac placed an i.Sound product on NBC’s Today Show during the Consumer Electronics Show. In less than 6 months, Alpaytac had secured 80 million impressions for dreamGEAR products in other top media such as ABC World News Today, The Tony Danza Show, Family Circle, Cosmopolitan, Hardcore Gamer, Consumer Goods Technology, Boy’s Life, Maximum PC, AOL Games online and more.

Services
Marketing research
Creative consultation
Strategic public relations
Brand image consultation
Brand positioning
Logo creation
Advertising
Collateral design
Packaging design
Web site design
Corporate identity

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Case Study 6: Bringing Awareness to Multi-Channel Marketing: SendTec, Inc.

“Following our conversation this morning about capitalizing on the great momentum from yesterday’s DM News placement, I wanted to share some data with you, and your team. One of our Business Development guys has already secured 5 appointments from the first 12 people who viewed the article and downloaded the Executive Brief. This is an unprecedented success rate. We’re all plowing through the leads as fast as we can – about 200 since 4 pm yesterday. Thanks to you and your team for all their hard work in getting the word out on SendTec!”
Jim Calgiano
Senior Vice President, SearchFactz
SendTec, Inc.

Objective
To establish SendTec, Inc. as the leading authority in Search Engine Marketing and DRTV through nationwide placements in key consumer and B2B media.

Challenge
The search engine industry has been a crowded market with many large agencies capturing the majority of the media attention.

Solution
Alpaytac educated national mainstream and trade media about SendTec and their multi-channel marketing services, created targeted visibility for SendTec in the media and secured strategic speaking engagements at important trade and business forums. After developing new story ideas and press releases, Alpaytac secured numerous placements for SendTec in key trade publications including DM News, MediaPost, Advertising Age and DIRECT magazine. By leveraging long-standing relationships with top tier business media, Alpaytac also garnered coverage for SendTec in the Chicago Tribune, Forbes.com, USAToday.com and secured a quote by SendTec’s President, Eric Obeck, in an Associated Press article which was featured in over 100 newspapers.

Services
Marketing Research
Strategic Public Relations
Collateral Design
Integrated Marketing Communications

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Case Study 7: Launch an Existing Product to a Mainstream Consumer

“Thanks again for all of the hard work that you put into our account. I was just telling Caroline that I wish all of our partners were like Alpaytac – reliable, responsive, and professional. We really appreciate all that you do for us, and look forward to 2008 with you!”
Dana DeSantis
Marketing Communications Manager
Playaway Digital

Objective
Launch Playaway to the mainstream consumer market, specifically during the holiday season in order to increase sales.

Challenge
Our challenge was to position Playaway as a new product, despite its previous soft launch, and simplify the technology to appeal to the general consumer.

Solution
Alpaytac identified key components that differentiate Playaway from other audio book formats. We distinguished Playaway from its competitors and other available options by focusing on their easy-to-use technology. Highlighting Playaway’s convenience and hassle-free product features, ideal for all ages, Alpaytac executed an extensive and thorough outreach to secure coverage in Holiday Gift Guides in national and local newspapers as well as in mainstream magazines. Utilizing this key messaging, Alpaytac’s team secured placements in numerous top tier magazines such as Scholastic Parent & Child, Health and Quick & Simple as well as features in The Cincinnati Enquirer, Philadelphia Daily News and Sun newspapers and more.

Services
Strategic Public Relations
Integrated Strategic Marketing Programs
Creative Consultation
Grassroots International Programs

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Case Study 8: Re-Launch Shark Cordless Hand Vac

“Alpaytac’s focus and dedication set them apart. In a very short time, they have come to know our products inside-out and secured extraordinary results. I have been consistently impressed with Alpaytac Group - not only with their editorial contacts and ability to secure placements in major broadcast and print media, but also with their depth of knowledge regarding business models, marketing strategies and what it takes to build a strong brand.”
Jeff Frankel
Vice President of International and Direct to Consumer Sales
Shark Euro-Pro

Objective
To re-launch the Shark Cordless Hand Vac to mainstream media by differentiating it from competing products while also establishing Shark Euro-Pro as the market leader.

Challenge
The product had been on the market for several years.

Solution
Alpaytac focused on the key differentiator of the product, the patented motorized brush attachment, and leveraged its ability to pick up pet hair, making it a must-have for pet owners. The outreach included one-on-one work with top national media resulting in high accolades from key publications such as Consumers Digest, which praised the product’s power and design while awarding it the “Best Buy” seal and WIRED magazine, which named it as an “Editor’s Pick” in its Test Issue. Additional top-tier media placements included a major feature in the Wall Street Journal, in which the Shark Cordless Hand Vac was rated as the number one pick. This article featured an unmatched large color image of the product as well. The PR program further established Shark Euro-Pro’s position as the leading manufacturer of hand vacuums with motorized brushes, emphasizing the superior pet hair pick-up enabled by this technology.

Services
Strategic Public Relations
Integrated Strategic
Marketing Programs
Creative Consultation
Trade Show Representation
Marketing Communications Development

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Case Study 9: Educating a Community: A Hidden Treasure

Objective
To increase awareness and generate community interest in the Chicago Turkish Festival and Turkey.

Challenge
To promote the first Chicago Turkish Festival on a local platform and use this festival as a vehicle to bring awareness to the history, culture and cuisine of Turkey.

Solution
Our creative approach and passion for conveying the wonders of Turkey to the Chicago public resulted in unprecedented media exposure for Turkey. A first ever in the history of Turkey's PR efforts in the US, Alpaytac secured major placements throughout Chicago media. This included the FOX Morning News program dedicating the entire two-hour show to the Turkish festival, treating viewers to a spectacle of Turkish dancers, musicians, cuisine and fashion. What most PR agencies make a two or three minute segment, Alpaytac turned into a news program with live updates and visits to the festivities and a free broadcast of a Turkish commercial. For the past three years, Alpaytac has partnered with the Turkish American Cultural Alliance and the Turkish Consulate in Chicago to promote a positive image of Turkey throughout the Chicagoland area. Each year, Alpaytac has not only secured live in-studio broadcast segments but has even brought top media to the festival to interview prominent Turkish government officials and film live performances. Each year, Alpaytac's PR efforts led to increased traffic at the festival and left Chicago broadcast stations and other publications with more calls of interest than they could handle. From 2003-2005, Alpaytac secured over 12 million impressions for the Turkish Festival in top Chicago media such as FOX, WGN, ABC, NBC, Chicago Tribune, Chicago Sun-Times, Chicago Reader, RedEye and more.

Services
Marketing Research
Strategic Public Relations
Community Relations

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Case Study 10: Launching a New Product: Rabia Yalcin Haute Couture

"Working with Alpaytac has been pure magic -- They have been my guiding light during the launch of my brand in the US, achieving some amazing results. They are true professionals who are committed to the success of their clients and they have been a true pleasure to work with. I highly recommend them.”
Rabia Yalcin
Rabia Yalcin Haute Couture Shark Euro-Pro

Objective
Launch designer Rabia Yalcin Haute Couture and generate consumer and media interest in the United States.

Challenge
No awareness or client relations in the United States.

Solution
Alpaytac positioned Rabia Yalcin Haute Couture as a high-end designer label that reveals the sensual nature of women from all cultures. We leveraged the dichotomy between her unique background and exquisite collection to create awareness of her designs in the media and with potential clients. Alpaytac secured Rabia Yalcin’s participation in New York Fashion Week’s Designers for Darfur charity runway show as well as planned and executed premier fashion exhibit in Chicago, launching Rabia Yalcin Haute Couture in the United States. Most recently, we secured Rabia Yalcin’s participation in New York’s 2007 Couture Fashion week. As a result of these efforts, Alpaytac has secured over 35 million impressions in top media such as an exclusive story in TIME magazine, a front page article in the Chicago Tribune, news coverage on NBC, CBS Chicago and an extensive interview on CBS Evening News in addition to numerous placements in national newspapers.

Services
Marketing research
Strategic public relations
Brand development
Brand positioning
Integrated marketing communications

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Case Study 11: Launching a New Product: TreasureKnit Photo Blankets

“While much of TreasureKnit’s increased sales and brand awareness are the fruits of your team’s labor, it is also a testament to your company’s success that working with Alpaytac has been easy, efficient, and above all, a sincere pleasure for our entire management team. In short, thank you for exceeding our expectations.”
Richard Nadel
TreasureKnit

Objective
Launch TreasureKnit and drive consumer traffic to TreasureKnit.com.

Challenge
Launching a product available only through e-commerce while differentiating it from similar replicas in the industry.

Solution
Alpaytac positioned the photo blanket as “new technology” instead of just a keepsake. Alpaytac used product differentiation by promoting the fact that TreasureKnit Photo Blankets are woven instead of silk-screened or printed. This allowed Alpaytac to position the product as “a new digital technology that produces an innovation that will last a lifetime.” In only a year, Alpaytac has secured over 80 million impressions in top media such as The Early Show, The View, The Tony Danza Show, Access Hollywood, Extra, Family Circle, Woman’s Day, Parents Baby, Southern Bride, Newsday, The Dallas Morning News, The Atlanta Journal-Constitution, Chicago Sun-Times and more. Alpaytac brought awareness to the product, increased traffic to the Web site and dramatically increased TreasureKnit sales.

Services
Marketing research
Strategic public relations
Brand positioning
Integrated marketing communications

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Case Study 12: Launching a New Sports Brand by Utilizing Social Media and Traditional Marketing

“Through their dedication, creativity, attention to detail and social media expertise, Alpaytac far surpassed our expectations vaulting our brand into the media spotlight in just a few short weeks. I can’t say enough positive things about the Alpaytac team. They are consummate professionals who provide specifically tailored expertise on a consistent basis.”
Bjorn Rebney
CEO
Bellator Fighting Championships

Objective
Launch a brand new Mixed Martial Arts (MMA) sports organization to general audiences, demonstrate the brand differentiation versus the industry leaders and gain a large following utilizing social media.

Challenge
Our challenge was to launch a new sports brand in an extremely saturated market and continue to receive constant coverage to sell tickets to 12 events and produce high television ratings while receiving constant media coverage and a strong social media buzz.

Solution
Alpaytac conducted research regarding the unique market of MMA fans and the Latino audiences that would be the targets for the broadcasts. Realizing the vast majority of the target audience was extremely internet savvy; we utilized viral outlets (YouTube, Twitter, Facebook, Digg, etc.) in combination with traditional print and broadcast mediums to aggressively reach out to this audience while also utilizing traditional marketing tactics. As a result of our strategy the Alpaytac team secured over 700 media placements within 12 weeks for a total reach of over 600 million people. Our organization and viral outreach strategy was praised by top-tier publications. Alpaytac secured major national print placements in major publications and online news media including USA TODAY, ESPN.com, Sports Illustrated, Yahoo!, AOL, Miami Herald, CBSSports.com and many more.

Services
Strategic Public Relations
Word-of-mouth Marketing
Marketing Communications Development
On-site Event Support
Integrated Strategic Marketing
Latino Focused Marketing
Targeted Viral Marketing
Grassroots Marketing

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Case Study 13: Launch enTourage eDGe in a Competitive Market and During a Crowded Tradeshow

Objective
Launch the enTourage eDGe to mainstream and tech press during the biggest technology tradeshow, the Consumer Electronics Show (CES).

Challenge
The enTourage eDGe received generous pre-show buzz leading up to CES. Our challenge was to increase brand awareness and garner top-tier mainstream and tech press during CES, where the product was competing with over 10,000 vendors and several other e-readers launching at the event.

Solution
Alpaytac developed brand messaging positioning the product as the world’s first ‘dualbook’ and leveraged its media relationships to secure interest from leading reporters at mainstream and tech-focused outlets, including online, print and broadcast. The team put a strong effort behind scheduling pre-show briefings and outreach to share information under embargo so editors could compile their stories to go live during the event. Alpaytac filled a schedule of media appointments at the show which included outlets such as Good Housekeeping, Smart Money and Playboy to maximize in-person time with key reporters. Alpaytac was also on-hand at the event to field media meetings, and draw additional contacts to the booth to receive a product demo. This resulted in a historic product launch for the agency, nearly 300 placements and over 470 million impressions in one week that included Wall Street Journal, USAToday.com, New York Times, CNN.com, Associated Press, SmartMoney.com, BUsinessWeek.com, abcNews.com, FOXNews, MSNBC and the CBS Evening News and Early Show broadcasts.

Services
Strategic public relations
Brand positioning
Brand development
On-site event support
Creative consultation
Collateral design
Event coordination

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