Director of Public Relations
Canyon Ranch
M. Cader PR is proud to tell the stories of businesses that have invented better ways to satisfy consumers. Some are well-established, others are new to the marketplace; some sell consumer products, others are in the service industries.
What they have in common is that they are doing something unique — something that matters to consumers and adds value to their lives.
Each has a great story to tell:
Case study: Shop It To Me
Shop It To Me invented a better way to shop online for clothing and accessories by offering subscribers a simple way to find out when brands they love first go on sale in their sizes.
A great idea—but, when M. Cader PR came on board in February, 2008, Shop It To Me was a well-kept secret, with fewer than 100,000 subscribers.
By executing a strategic media relations campaign with stories underscoring Shop It To Me’s unique value proposition, we captured media coverage that impacted the bottom line:
- National newspapers including: Wall Street Journal, USA Today,New York Times and The Los Angeles Times;
- Broadcast outlets, including: Good Morning America,The Early Show, Extra and CNBC; and
- Magazines, including: O, Woman's Day, Self, Glamour, Money, Real Simple, InStyle, Prevention and many more.
In less than one year, the campaign made the brand “top of mind” with savvy shoppers and helped the company grow its subscriber base 10-fold.
Case study: Canyon Ranch Miami Beach
Canyon Ranch has set the international standard for health resorts for the past three decades. So, when the company opened its first Canyon Ranch Hotel in Miami Beach, it wanted to set a new standard for telling its story to the press.
Canyon Ranch hired M. Cader PR to bring a taste of that extraordinary new venue to media in New York City.
Working closely with Canyon Ranch’s in-house team, we devised engaging ways for media to experience some of the unique features of the Hotel. For one day in February, we transformed Viking’s mid-town showroom into a Miami Beach oasis and invited journalists to escape the New York winter
- The hotel’s executive chef demonstrated and invited guests to sample signature dishes he designs using the cleanest, freshest and most healthful foods that emphasize organic, local and sustainable ingredients.
- Medical director Dr. Karen Koffler chatted intimately with guests about topics of personal interest, from sleep to disease prevention to hormonal health.
- The dynamic Paul Thrussell gave private “express” classes of a workout he created exclusively for Miami Beach, butt-lifting Ballet Booty.
- Canyon Ranch spa professionals treated guests to tension-relieving hand massages featuring award-winning Canyon Ranch Your Transformation skincare products.
In this casual environment, Canyon Ranch executives were able to speak personally with each of our 40 guests.
By the end of the day, media from Fitness, Shape, Self, Redbook, O, Vogue, More, People, TODAY, Us Weekly, Luxist, Departures, Brides, Travel & Leisure, Cookie, Prevention and several others, became connected to the personnel and offerings that differentiate Canyon Ranch Miami Beach from the wellness leader’s other award-winning properties.
Case study: PreOwnedWeddingDresses.com
PreOwnedWeddingDresses.com is the leading site for buying and selling preowned wedding gowns. Since its debut in 2004, it had received a sampling of serendipitous press coverage. But, in spring 2009, it engaged M. Cader PR to evolve its media mentions into high-impact placements that would grow its business.
M. Cader PR immediately recognized the compelling stories PreOwnedWeddingDresses.com had to tell:
The recession, eco-friendly attitudes, and space constraints were all of the sudden driving American women to consider selling their wedding gowns for cash. At the same time, budget conscious brides were warming to the practicality of buying one’s dream dress preowned.
Armed with sharp press materials, persuasive testimonials and a site founder well-versed in current wedding statistics, M. Cader began a targeted media relations campaign aimed at consumer reporters, personal finance writers, fashion journalists and others.
By June, the official kick off to wedding season, we had secured substantial stories within the Wall Street Journal, a preowned wedding dress fashion show on CBS-TV’s The Early Show, mention within a “Live like a celeb for less” story on The Morning Show with Mike & Juliet, as well as several others. This press coverage directly translated into PreOwnedWeddingDresses.com achieving its highest ever site traffic, a 40% increase over its next highest day.