- 12 Days of Kraft Foods ~ Award of Excellence, Intl. Assn. of Business Communicators
As part of its ongoing marketing and advertising strategy, Kraft Foods in Hawaii continuously strives to provide a local voice within the community, positioning itself as a family-friendly and trustworthy brand. As the agency-on-record for Kraft Foods in Hawaii, Becker Communications, Inc. (BCI) is responsible for the rate negotiation, placement conceptualization and script writing for all advertisements. Each year, Kraft Foods in Hawaii is a sponsor of KSSK radio's holiday music program. With this sponsorship comes air time in the form of a :20 radio commercial. It was BCI's role to develop a fun spot that would increase awareness of the many Kraft Foods brands with women ages 25 - 54 while offering a joyful and lighthearted message to the community over the holidays. Creatively scripted to position Kraft Foods as a fun, festive company, BCI came up with "The Twelve Days of Kraft," a 20-second radio script highlighting 12 Kraft Foods products to the tune of The Twelve Days of Christmas. Further localizing the spot, BCI arranged for the "The Twelve Days of Kraft" to be sung by Kraft's local customer business manager as well as by Sweetie Pacarro, Kraft Foods spokeswoman and local radio celebrity.
- Hildgund Jewelry Gift Giveaway ~ Award of Merit, Intl. Assn. of Business Communicators
In December 2009, Hawaii-based Hildgund Jewelry celebrated its 136th Anniversary with a unique promotion designed to remind local residents of its long history in the Islands and to increase name recognition: the company hid nearly $50,000 in merchandise in 136 wrapped gift boxes across the islands. In addition, Hildgund left 136 meal vouchers at various parks and shelter locations for Hawaii's homeless. Hildgund Jewelry enlisted the help of Becker Communications, Inc. to implement a comprehensive interactive campaign, primarily targeting Hawaii residents. Among the campaign's objectives were to: heighten awareness of the Hildgund brand in the local community, secure print and broadcast media coverage, develop and increase social media presence by establishing an active Facebook fan base and building Hildgund Jewelry's Twitter followers by 15% over the 30-day period.
The 30-day gift giveaway garnered nearly 4 million impressions via traditional and social media throughout the Hawaiian Islands, directly reaching the local resident market. Through strategic media outreach, Becker Communications, Inc. was successful in securing placement in print, radio, and online media outlets, garnering approximately $165,000 in media value. Social media efforts exceeded the client's expectations and goals with an overwhelming response, garnering nearly 600 new Facebook fans, a 1,000 increase in Twitter followers and approximately 800 social media interactions over the course of 30 days. In addition, the newly integrated Hildgund YouTube account received nearly 1,000 views throughout the 30-day campaign.
- Down to Earth’s 30th Anniversary
In September 2007, Down to Earth enlisted Becker Communications to implement a public relations campaign in recognition of the company’s 30th year milestone. The anniversary was especially relevant with the impending arrival of mainland food giant Whole Foods Market, a potential competitor, which announced plans to open multiple stores in Hawai‘i. With a goal of reaching DTE’s current and potential customers, Becker Communications implemented a number of public relations tactics, including the development of a 30th anniversary press kit, editorial solicitation, press releases and media briefing/cooking demonstration. The campaign resulted in more than $165,000 worth of positive media value over the course of two months.
- Brookfield Homes Hawaii / Extreme Makeover: Home Edition
Becker Communications’ client, Brookfield Homes Hawaii (BHH), was selected as the builder for ABC’s Extreme Makeover: Home Edition (EMHE) Hawaii project. Due to the secretive nature of the project, Becker Communications was enlisted to conduct a comprehensive public relations campaign just one week in advance of the seven-day build. Becker Communications implemented a number of public relations tactics to garner extensive media coverage, including multiple press conferences, intensive media bureau services, press kit development, editorial solicitation, interviews with talent and more. Becker Communications also provided assistance in planning and executing the wrap party following the completion of the project, as well as a premiere party for volunteers and sponsors when the show aired in September 2007. The publicity campaign saturated the local market with approximately $869,339.33 in estimated media value. As a result, Brookfield Homes Hawaii has enjoyed a strong increase in its visibility and name recognition in the local community.
- Harry Winston Grand Opening
When Harry Winston retained Becker Communications in October 2005, its first assignment was to launch the Ala Moana salon to the Hawaii residential market and to VIP customers from Japan. The priority was the planning and implementation of a high-impact salon opening appropriate to Harry Winston’s reputation that would establish a high level of awareness and excitement for its arrival in Hawaii. Among our tactics: editorial solicitation, press kit production, press releases, media advisories, column items and thank you letters and gifts. The public opening at Ala Moana Center resulted in multiple editorial placements worth nearly $105,000 in media value. The Ala Moana salon broke a global record for Harry Winston within the first week of its opening.
- Haseko Launch of Hoakalei
In February 2006, HASEKO HAWAII publicly debuted Hoakalei, its first-ever luxury resort project. The event -- a site ground breaking and press conference conceived by Becker Communications to announce the resort’s Hoakalei Country Club -- was billed as a coming together of three world-class brands: Ernie Els (golf course designer), ClubCorp (country club operator) and HASEKO (developer). The event resulted in multiple editorial placements statewide and nationally. Media coverage included positive pre- and post-event stories in Hawaii’s major print and broadcast outlets, including the evening prime time newscast on KHON 2, Hawaii’s top-rated news show; two page-one business section stories in the Honolulu Advertiser, the state’s leading daily; and a 5-minute segment on The Golf Channel that was aired 23 times to over 1.2 million viewers nationwide. The story was also covered multiple times in Honolulu Star-Bulletin, Pacific Business News, Honolulu Advertiser and all four network TV affiliates. Notable placements were secured in Sports Illustrated online and MSNBC online.
- Waikiki Aquarium’s 100th Anniversary
In March 2004, the Waikiki Aquarium kicked off its centennial anniversary. Becker Communications played an active role in concepting the overall anniversary theme (“Re-discover The Experience”) and campaign. We developed and implemented a week-long series of events that included a free Family Fun Day, 100 Years of Science lecture and reception, and 100th Birthday Bash. Other activities included the design of an anniversary logo, development of community outreach programs, and production of television PSAs. The campaign also included a strong media relations component that resulted in more than $1 million in print, TV and radio coverage.
- The University of Hawaii Autonomy Campaigns (2000)
Becker Communications designed and conducted complimentary programs aimed at attracting 51% of the vote in favor of an amendment to the Hawaii Constitution giving UH greater authority over its budget and operations. These programs were an educational campaign on behalf of the University of Hawaii and an advocacy campaign on behalf of an ad hoc, private sector committee. Becker Communications activities included supervision of research and polling; development of both educational and persuasive messages and collateral materials; coalition building; presentation training and speechwriting for advocates and supervision of a speakers’ bureau; media relations; production of television and radio advertising; and drafting of opinion columns and letters to the editor. The result: a landslide for UH autonomy, with 72.4% of voting yes.
- School Bonds Ballot Initiative (2002)
On behalf of the Hawaii Association of Independent Schools, Becker Communications mounted a successful public outreach campaign to win support for an amendment to the Hawaii Constitution to permit the state to issue special purpose revenue bonds to finance private school construction projects. The campaign included both educational (i.e., what is a revenue bond) and persuasive (i.e., why should private schools be permitted to make use of them) elements. Becker Communications successfully supervised research and polling; developed messages, collateral materials and schedules for public presentations and paid advertising; coached spokespeople; and, developed and pitched stories to news media. The 59.7% favorable vote on the amendment confirmed the success of the campaign.
ISSUE MANAGEMENT/CRISIS COMMUNICATIONS