Monday, July 16, 2007

Honoring Larry Doby #14 - August 10, 2007

This year, as they did in 1997, Major League Baseball has spent a great deal of time honoring the great Jackie Robinson. 2007 represents 60 years since Robinson broke the MLB color barrier.

Last week, I watched a documentary about the Brooklyn Dodgers called the 'Ghosts of Flatbush,' which chronicled that great team most known today for helping Robinson break the color barrier. A few days later my father-in-law, who grew up in Bay Ridge, sent me a Star Ledger (NJ) article detailing the professional career of Larry Doby.

Just 11 weeks after Jackie Robinson broke the National League color barrier, Doby joined the Cleveland Indians to break the color barrier in the American League. Doby helped the Indians win a World Series title in 1948, was a 9 time All Star, and was voted into the Baseball Hall of Fame in 1998.

In 1997, Doby threw out the ceremonial first pitch at Cleveland's Jacobs Field. Doby, who was born and raised in Paterson, NJ, died on June 18, 2003 in Montclair, NJ.

On August 10, 2007, the Indians will honor Doby by all players wearing his #14 on "Larry Doby Day."

Tuesday, July 10, 2007

Finalist for “Mark of Excellence” Award

Yankee Trails World Travel 50th Anniversary Celebration Campaign Named as Finalist for 2007 “Mark of Excellence” Award

Albany, NY (July 10, 2007) – Gramercy Communications is pleased to announce that the Yankee Trails World Travel 50th Anniversary Celebration campaign has been chosen as a finalist for the 2007 “Mark of Excellence” Award given by the Capital Region Chapter of the American Marketing Association (AMA). Gramercy Communications was a marketing partner with Yankee Trails World Travel and Mercury Web Solutions for the campaign. The “Mark of Excellence” Award recognizes highly effective marketing programs from companies within the Capital Region. The award aims to draw attention to the hard work local marketing professionals have put into campaigns that have achieved impressive bottom-line results.

Gramercy Communications developed the earned media strategy for the campaign, landing a wide variety of high profile Capital Region media placements. “We are honored to be part of the team selected as a finalist for this high profile award that singles out the Capital Region’s most effective marketing campaigns,” said Tom Nardacci, principal & founder of Gramercy Communications. “Yankee Trails World Travel is a tremendous company led by a terrific family of owners and I am very pleased to assist their strategic communications efforts.”

Yankee Trails World Travel plans to complete its 50th anniversary celebration in 2007 with signature cruise to the Southern Caribbean from November 10th-21st featuring Carmine Sprio, a local celebrity Chef. The cruise is on board Holland America’s newest ship, “Noordam.”

Yankee Trails World Travel started as a 2-bus company providing transportation for customers traveling between Bennington, VT and downtown Troy, NY. Today, Yankee Trails World Travel is one of the Capital Region’s premier family owned companies, providing reliable and safe motor coach transportation and a full-service travel agency providing cruise and air packages to worldwide destinations.

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Thursday, July 05, 2007

Separation of Church and State

"Separation of Church and State" by Thomas Nardacci

Quite often, I find myself explaining to my PR clients who already purchase advertising from media outlets that there is a "separation of church and state" when it comes to the newsroom and the advertising department. They are usually in disbelief to hear that the thousands of dollars in ad buys won't translate to news coverage.

It has been my experience in every media outlet I've worked in that the journalists in the newsroom draw a very clear line in the sand and it's important for people to know that when talking to the reporter, editor or producer. If you start a pitch by saying "we buy thousands in ads," you can pretty much consider your story DOA. There are journalistic ethics and a majority of reporters take them very seriously.

I am also frequently at the other end of sales calls too because sometimes communications campaigns simply call for paid advertising. I usually find that the ad sales departments try to draw the distinction too. But, in the end they are trying to make a sale and working on commissions, so they are less likely to tell someone point blank that there is a barrier between the departments. They usually say that they could "talk to someone" or "make a connection." They can and do give names and contact info, but don't rely on them to pitch your story.

This is not to say that paid ads have no influence whatsoever on all media outlets in every situation. There are certainly gray areas -- a smaller outlet where the ad guy and reporter may share a cubicle, or with individuals willing to bend the rules.

I would advise clients to avoid creating a conflict. Keep their advertising contacts and news contacts separate and concentrate on developing a news pitch that is worthy of coverage on its own merits.

Monday, July 02, 2007

Communicating with Existing Customers

“Communicating with Existing Customers” by Tom Nardacci

My plumber is a great marketer. The company has great branding, great colors, and most importantly fantastic customer service. I don’t mind paying a little bit more for the peace of mind to know I have professional help when I need it. I received a newsletter a few months back from them with tips about what should be checked, cleaned and looked after at this time of year. It offered some tips about late spring thawing and water management issues like wet basements. I read it cover to cover and enjoyed it.

I also recently received a newsletter from my accountant. The newsletter included many pre-written articles. I glanced at it and while it may not have been as memorable to me as the plumbing tips, it had the same impact. I appreciated the mail and the effort that went into it at a time of year when I am not calling on them.

Communicating with existing customers in a positive, consistent way is a good strategy to retain and maintain loyal customers and clients. Even if the publication isn’t read cover to cover, customers/clients take note that you reached out to them. Just don’t bombard them relentlessly with unsolicited mail and e-mails.