H.B. Stubbs Companies (HBSC) was traditionally known for its award-winning exhibit production work in the automotive industry, and had successfully diversified into other markets. However, as competition increased and the economy moderated, HBSC realized it needed alternative channels, industries and niches in which to grow.
P2R created an innovative strategy focused on media that covered indirectly-related markets in which the company had little exposure or awareness. A positioning and awareness campaign was built around an extremely creative and successful alternative seating project completed by HBSC for the newly-opened Jobing.com arena – home of the NHL Phoenix Coyotes.
P2R secured wide story placements among targeted market-leading publications, journalists and associations that covered the facility management industry. In addition, we created a powerful feature release through which HBSC's work and success were showcased. Key was a three-page, feature story in Facility Manager titled, "How Suite it Is," which was included as a "tease" on the front cover.
In addition to the multiple release placements garnered, the feature placement and a direct mail reprint combined to generate more than 20 direct leads for HBSC, including invitations by three major sports facility mangers to make presentations for similar projects.