Direct Edge “Bring Back Retail” Campaign
Direct Edge Media Inc. was established in 2001 and is one of the fastest growing print companies in southern California. The company started as a large-format photo printer and quickly evolved into full-service print communications company, providing a variety of capabilities ranging from its proprietary Print-on- Demand program and print production to warehousing and logistics. With its main office located in Anaheim, California, Direct Edge also has satellite production sites in Orange, California and Denver.
The company wanted to make a big announcement and push for its “Bring Back Retail” campaign that spanned from July 1 – 3, 2020. The company had just selected Master Plan Communications (MPC) as its agency of record. Once MPC was brought on, the agency conducted research on the state of the retail industry through trade articles and created a plan alongside a timeline with execution dates and tactics.
Direct Edge’s “Bring Back Retail” campaign was to help bring awareness/incentives to consumers towards its direct customers (retailers like Tilly’s, Zumiez, PacSun, etc.). Direct Edge’s belief was that if they helped its direct customers/retailers push this campaign, it will generate more revenue for the retailers and therefore bring more business to Direct Edge.
MPC went to work to build awareness of the launch to the public. The MPC team conducted several strategies and tactics in support of the campaign including developing a news release, crafting pitches, gathering visual assets and building contact lists for media outreach.
Due to the unforeseen pandemic, retail was a sector hit hard economically with many stores shutting their doors permanently. As a result, there were some retailers and partners had to reschedule the in-person event.
Through the implementation of the MPC PR campaign, the following was achieved:
Secured a total of 43 media placements and 32 social placements
As a result of this campaign, Direct Edge was seen as a proactive supporter of retail and its clients
This campaign achieved its success by utilizing its media relations strategies and connections in the trade media and social influencer category to bring awareness to Direct Edge’s “Bring Retail Back” campaign.