Case Study

A Retailormade Contest

Local retail establishment.

The Situation:

The retailer is already a local institution in a community of almost 10,000 people. The retailer wanted to draw on a significant population increase of commuters in the surrounding area as well as take advantage of seasonal traffic to this picturesque tourist destination. In addition, the retailer wanted to take advantage of their web presence and to raise awareness.

Connecting with the local and regional media outlets would work along with traditional advertising and social media.

The Plan:

The retailer created an online social-media-driven contest to generate interest. In tandem, we developed a local media list that would respond to a highly visual community-based story.

The Results:

This strategy helped to secure interviews and local television coverage as well as to drive web traffic to the recently-enhanced ecommerce site. The contest was a great success, and the retailer has been contacted by traditional and non-traditional media across North America.


Targeted media relations has had a direct impact on business goals. In this case, creating a contest and applying social media marketing helped to build relationships beyond the local area.