Lifetouch Portrait Studios
Situation:
Lifetouch Portrait Studios, parent company of J.C. Penny Portraits,
wanted to increase awareness of its studios among new parents. Lifetouch
contacted RMS Public Relations in early May 2002 to discuss developing
a media relations campaign to achieve that goal.
Strategies:
Working with anecdotal and factual information, the firms determined
that summer 2002 would see an increase in the number of babies born
in the United States. Based on this information, RMSPR and Lifetouch
created a “mini-baby boom” campaign that would offer free
sittings for one year for babies born in June, July and August 2002.
RMSPR then developed a media relations plan that targeted short-lead
media, such as newspapers, monthly parenting magazines, parenting-related
broadcast programs, syndicated parenting columnists and pregnancy and
baby-related Web sites.
Results:
The J.C. Penney Portraits mini-baby boom campaign generated intense
pick-up from these media and others:
