Articles Tagged with: dunn pellier media
Drew Manning Case Study

Drew Manning – Health and Wellness Case Study

DPM claims media space for Drew Manning to secure both editorial and broadcast opportunities

About Drew Manning: Bio and Background

Health and fitness expert Drew Manning is the New York Times best-selling author of Fit2Fat2Fit: The Unexpected Lessons from Gaining and Losing 75 lbs on Purpose and has for years been a leading voice in the burgeoning Keto Diet movement. Drew is also the creator of the A&E Show Fit to Fat to Fit and the host of The Fit2Fat2Fit Experience podcast. With over a million social media followers, Drew continues to transform people’s lives all around the world.

Known for his straightforward and empathetic fitness and health coaching, Drew has been featured on The Dr. Oz Show, CNN, Good Morning America, The Tonight Show, The View, and MSNBC, among other media outlets. He lives in Salt Lake City, Utah, with his daughters, who remind him every day not to take things too seriously.

Drew Manning’s PR Challenges

Back in 2011, Drew embarked on his first biohacking weight gain & weight loss experiment and gained a wide range of media exposure from top tier outlets like CNN, FOX News, Good Morning America, and more. Nearly ten years later, Drew wanted to do it all over again, hoping to learn how his body might perform differently as he approached 40. A core mission of the Fit2Fat2Forty journey was to spread messaging around authenticity and empathy. Ultimately, Drew aimed to influence a shift in the fitness industry, challenging core motivations for why people choose to workout and encouraging a new emphasis on self-improvement from the inside out. Drew and his team employed the talent of Dunn Pellier Media to attract media attention in order to disseminate this important message.

Dunn Pellier Media’s PR Approach

The Dunn Pellier Media team faced a competitive and constantly shifting media marketplace, vastly different than ten years prior. The COVID-19 pandemic was an additional challenge in DPM’s effort to claim media space for Drew. Regardless of these obstacles, DPM remained steadfast in our efforts to secure both editorial and broadcast opportunities.

Goals: More specifically, DPM identified three goals

  • Garner regional TV coverage
  • Secure at least one national TV segment
  • Create as much online press coverage as possible

DPM Public Relations Strategy For Drew Manning

After in-depth research and careful consideration, the following two-dimensional earned media strategy was determined to be the best method to achieve our collective goals:
Framing the Fit2Fat2Forty Journey as “Flipping the Script”
A key message that was important for our team to prioritize was the uniqueness and novelty of Drew’s mission. Just as Drew recognized a lack of empathy in the fitness industry, we identified a gap in existing fitness stories. It was clear that “fitness” was consistently framed as a unidirectional journey, whereas Drew was proving the opposite to be true. DPM saw this as a promising chance to gain attention from large outlets with expansive reach.
Positioning Drew as a Fitness & Keto Expert
While our team mainly prioritized pitching top tier online and TV outlets for feature
stories about Drew’s Fit2Fat2Forty journey, we simultaneously positioned him as a top expert in the general fitness and keto conversation. Tactics included: monitoring journalist requests and offering Drew as a source for expert quotes, proposing fresh story angles that revolved around current trends in the fitness space, and networking with the media to understand any available editorial opportunities.

The PR Results For Drew Manning

Despite the challenges presented below, DPM was successful in several ways. We secured coverage at top online outlets that included Drew as an expert source, including Parade, Men’s Journal, and Yahoo Life. Another highlight of this campaign was DPM creating an editorial opportunity with Business Insider that featured Drew’s Fit2Fat2Forty journey. Lastly, the team succeeded in garnering several regional TV segments in top markets, such as KTLA, California Live, Good Day D.C., WFLA Tampa, and KATU Portland. Our efforts also resulted in exciting segments with EXTRA, The Doctors, and DailyMail TV.

 

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Case Study: SideChef

Case Study: SideChef

About SideChef

SideChef is an all-in-one home cooking platform that provides over 18,000 interactive smart recipes with dynamic recipe guidance featuring hands-free voice commands, step-by-step photos, how-to videos, and built-in timers. SideChef offers in-app meal planning, grocery delivery, and smart kitchen connectivity. Panasonic partnered up with the culinary platform in May of 2020 with the aim to help families eat better, shop more easily, and make cooking more accessible and enjoyable.

Our Public Relations Challenge

Under Panasonic’s sponsorship, SideChef commissioned DPM during the height of the global COVID-19 pandemic. Looking to aid and support the general public quarantined at home, SideChef approached our team to generate awareness around their service and help bring simplified cooking to people all over the world. With consumers around the world stuck at home having no choice but to learn how to cook their own food, the timing couldn’t have been better for this campaign. SideChef came to us with four goals in mind:

  • Increase engagement with their consumer and culinary community
  • Build brand awareness for the SideChef Premium and Panasonic Collaboration
  • Bring awareness to Panasonic’s business transformation to a lifestyle brand
  • Increase conversion of SideChef Premium subscriptions

Our Public Relations Strategy

As our world was shut down during the COVID-19 pandemic and stay-at-home orders were put into effect, food convenience services became increasingly popular and vital. We were able to utilize the impact that social distancing and the stay-at-home protocols had on society as inspiration for conceptualizing our campaigns and virtual launch event. Consumers began depending on new ways to feed themselves and their families, particularly through food and grocery delivery services. More than half of shoppers (55%) said they are eating at home more often since the pandemic began, according to an Acosta report released in September of 2020. As more people were forced to eat at home, even trends of cooking and new recipe creations began to spike on applications such as Instagram, TikTok, Pinterest, and YouTube. We utilized all three platforms to position SideChef Premium into these trends to target key demographics and showcase the various features and benefits of both SideChef Premium and the Panasonic Multiovens. This resulted in about 263,000 official views across all 4 social media platforms, 240,000 estimated coverage views from media placements in major media outlets such as MindBodyGreen and Insider, and 116 new conversions in SideChef Premium subscriptions from our 3 campaigns.

Utilizing Social Media Influencers

With food influencers leading the new cooking trends, we contracted 8 to help mobilize and amplify the SideChef Premium and Panasonic partnership into the desired consumer market. To boost visibility and conversion, we did a combination of branded recipe walkthrough videos, product placement recipe shots, branded stories, a Panasonic Multi oven giveaway contest, and a virtual cook-along launch event.

Bull Dog PR Awards - best use of influencersDunn Pellier Media is the Silver Winner in the “Best Use of Influencers” Category for its “SideChefxPanasonic: Cooking made Easy” Campaign.
The telly AwardsDunn Pellier Media is the Telly Awards Silver Winner for “Social Video”. The award was presented for the SideChefxPanasonic video “Cooking made Easy”

Working with the DPM has been a really positive experience. Working across global locations and timezones can be tricky, but the DPM team never made it feel inconvenient or hard to discuss any level of issue or project deliverable. The team felt like an extension of our brand team, always collaborative, transparent, and real. Expectations were expertly managed and the delivery of campaigns and projects was smooth. Loved working with the team and will look for ways to do so more in the future! —Carey Pearson, VP Marketing & Key Accounts at SideChef

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Case Study: Dr Steven Quay

Dr. Steven Quay – Health and Wellness Case Study

DPM Public Relations Challenge For Dr. Steven Quay

About Dr. Steven Quay: Bio and Background

Dr. Steven Quay is in the top 1% of scientists worldwide with over 300+ contributions to medicine and has been cited over 9,900 times. He holds 87 US patents and has invented seven FDA-approved pharmaceuticals which have helped over 80 million people. Dr. Quay is the author of the first physician-scientist written book on surviving the pandemic, Stay Safe: A Physician’s Guide to Survive Coronavirus. This book is rated #1 on five Amazon bestseller lists.

Dr. Steven Quay serves as CEO of Atossa Therapeutics Inc. (Nasdaq: ATOS). This is a clinical-stage biopharmaceutical company developing novel therapeutics for treating breast cancer and COVID-19.

What Was Our Public Relations Challenge During The Pandemic?

Pre-pandemic, Dr. Quay’s research primarily focused on breast cancer prevention. However, once the pandemic hit, DPM strategically advised shifting our outreach focus to concentrate on COVID-19-related media opportunities. Dunn Pellier Media’s tasks included:

  • Positioning Dr. Quay as a nationally-recognized, trusted, and scientifically-informed COVID-19 expert
  • Securing coverage of his pioneering COVID-19 clinical trial and development of his COVID-19 prevention nasal spray
  • Garnering media and consumer awareness for Dr. Quay’s book, Stay Safe: A Physician’s Guide to Survive Coronavirus

DPM Public Relations Strategy For Dr. Steven Quay

DPM leveraged Dr. Quay’s early attention to the pandemic. His study of the COVID-19 pattern of contagion and his research insights was ground breaking. Coupled with his prevention tips and COVID-related clinical trials, Dr Quay became a subject matter expert. This established him as a credible industry expert at the very start of the pandemic.

  • DPM kept Dr. Quay at the forefront of the national and local media. DPM created regular and timely press releases. To publicize his research updates the releases were distributed through the PR Newswire service. Many of these included videos to add a visual element and simplify the data for a mass audience
  • DPM highlighted key tips from Dr. Quay’s book, Stay Safe: A Physician’s Guide to Survive Coronavirus, to secure numerous TV segments with local news outlets across the country including FOX 26 Houston, WJLA Washington D.C., KIRO TV Seattle, etc.

The PR Results For Dr. Quay

  • Media stand-outs include National FOX News, Daily Mail, and local Seattle TV
  • National press releases received attention from Business Insider, Yahoo, NASDAQ, more

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Case Study: Future

About Future

Future is a cutting-edge digital personal training app that connects users with world-class coaches for monthly bespoke training programs. Built to seamlessly integrate into daily life, Future offers customized and flexible programs, guided workouts, and weekly progress tracking. From past collegiate athletes and busy professionals to those who simply desire to improve overall well-being, Future offers users a custom, scientific-based approach to health & wellness.

Our Public Relations Challenge

New to the Fitness space, Future approached DPM for a brief 6-week campaign with some specific goals in mind:

  • Drive consumer awareness of the brand.
  • Further educate consumers on the exclusive service Future offers.
  • Secure traditional media coverage by utilizing VP of Operations, Josh Bonhotal, MS, CSCS.

Our Public Relations Strategy And Results

Our first step was to prime the media with an introduction, who Future is, what the app offers, what sets Future apart from the competition, and how timely the app was to the current world climate. Future came on board just as the U.S. was experiencing a global shift due to the COVID-19 pandemic. As restrictions grew across the nation— closing gyms, restaurants, and hotels—there was a spike in the conversation of at-home fitness. The already overwhelming fitness space became further inundated with virtual fitness opportunities.

By spreading the word about the cutting-edge app and utilizing the incredible team of performance coaches and their breadth of industry knowledge, DPM hit the ground running. Securing over 10 pieces of coverage, including outlets like Well+Good, Martha Stewart Living, Real Simple, Women’s Health, Under Armor, and more. The team also secured a segment on a local TV news station, KTLA, to promote the app, as well as an exclusive social media post with ExtraTV.

Working with the team at Dunn Pellier gave our company a significant advantage to get top placement in several prominent media features and quickly increase our brand awareness. In just over a month, we were featured in 7 mainstream publications reaching more than 40 million readers. The Dunn-Pellier team immediately showed a genuine interest in our success as a brand and readily leveraged their expansive network to get our content included in some of the top publications in the fitness industry. Not only that, they were incredibly supportive in providing guidance and necessary feedback to prepare and edit our responses for maximum impact. If you’re looking to increase exposure for your company, I’d highly recommend working with the team at Dunn Pellier!
— Josh Bonhotal, VP of Operations for Future

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Think You Don’t Need to Invest in PR?

This Might Change Your Mind About PR

Start Creating a Public Relations Campaign!

Look, we don’t want to brag, but…ok. We’ll brag. Because frankly, we’re good at it! As a public relations company with a focus on health and wellness brands, we take pride in bragging about our clients because we truly believe what they stand for will make the world a better, healthier and happier place. And in bragging about them, we get them seen. We get them articles in major online publications. Spots on local and national TV. With our extensive list of contacts in the media world (one that we’ve spent a decade building), we get them access to an audience they wouldn’t otherwise have access to.

In today’s media landscape, you have to be strong-willed and have the persistence to get the attention of the media.  They get hundreds of pitch emails daily.  Often if they don’t know you they will delete your email, unless it’s relevant to the news cycle.  Remember, there are tons of credible experts and brands that have been doing PR for years and have built up a good media contact list – they give good media interviews!  These chosen few have figured out the media formula to get press coverage. We applaud them, but we want you to know how hard they had to work to get there. It could take you years of daily posting to garner a big following on Instagram, but if you got one National segment or a series of articles and local tv spots, it might take you a much shorter period of time.

Maybe you are interested in PR but don’t know where to start?  If you are new to the public relations scene you can always start off with an online course to teach you about the basics and how to get started.  This is a great way to understand how much work it takes to start with nothing and build a base.  Like in our 7 Part Online Course – The Hustlers Guide to Capturing Media Attention and Getting Eyeballs on Your Brand.  Just think FREE PR.  And for $49 dollars you get the following:

  • How to find & build media relationships that pay dividends in free eyeballs
  • How to become THE Go-To Expert in your industry so journalists look for YOU
  • How to create a PR Timeline that leverages the strengths of your brand and keeps your traffic goals on track
  • How to craft an irresistible pitch that’s researched and tailored to a specific journalist

Another scenario could be that you already have some media and need help from a professional?  We gotcha covered.  If you are a wellness, lifestyle, or fitness brand our team of dedicated PR pros can help!

Hiring a PR team takes the work of publicizing yourself off your plate so you can focus on what you do best. And wouldn’t it be great to take comfort in knowing that if you focus on what you do best, someone is working to find an audience to actually appreciate what you do and get placements at the same time?

At Dunn Pellier Media have had many client success stories in our tenure, including helping P90X star, Tony Horton, rise to fame. And more recently, we got our client, Bulldog Online, a virtual workout yoga platform for people who don’t like yoga, mentioned in Money Magazine as one of the Best Workout Apps to try! They went from 25 downloads of their app and program to 125 a week!  That’s the power of PR.

In the same week, we got another client, Tropical Oasis, a liquid vitamin company mentioned on ABC News 7 WJLA. Our client Dr. Steven Quay was featured on Fox News announcing his The COVID-19 HOPE Clinical Trial to Eliminate Most Hospitalizations (that is the Daily Mail link that also covered the story).

We could go on, but there are too many to count! You can check them out for yourself on our Facebook or Twitter page.

Our job is to be the biggest cheerleaders for our brands, to help them increase their sales, help branch partnerships and build relationships with the media.  We can also help you out if you are just starting out with our online program.

You have two options:

  1. If you are just starting out – learn how to boosts awareness and drive tons of traffic with media placements – Our PR course is so affordable ($49 dollars), how can you resist!?
  2. If you are a brand or business that is aligned to the health and wellness industry, and you’re feeling stalled in your growth, or feeling like you could use some support in getting more exposure, send Oumy Thiam an email and we’ll see if we are a good fit for each other.

Don’t let your fear hold you back from achieving the kind of success that is waiting for you! Check out our work on our social feeds and our website!

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Dunn Pellier Media, Inc.

The Premiere Health and Wellness PR Agency Worldwide

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