Objective—Establish A New Category

Socrates is one of the nation’s largest providers of do-it-yourself (DIY) legal, small business and personal finance solutions.  Its products are sold in major office supply superstores as well as online.   

But no one knows who they are, or how DIY can be applied outside of a hardware store. 

Strategy—Introduce The DIY Lifestyle  

Showcase where DIY products and services can be applied to major life milestones, e.g., buying and selling a home, living wills, etc.  

Take advantage of major news events to show consumer angst when working with professionals who charge exorbitant fees, and how DIY products save money and time. 

Tactical Approach 

• The team researched and established relationships with reporters in various circles (real estate, personal finance, etc.).
  
  
• We drafted and distributed a series of news releases and survey information that media outlets always appreciate.
  
  
• Publicity materials including pitch letters, a corporate backgrounder/bio combination and “case studies” on past clients.
  
  
• The client was characterized as the “smart” alternative in DIY products, showcasing its comprehensive knowledge base and customer service.
  
  
• We would “double dip” media outlets who were looking to showcase particular business operations, and then use that opportunity to showcase Socrates as a company.
  
  

Results—Sales 

Our client can show his retail partners and his executive team where public relations has influenced revenue and sales targets. 

Results—Operations 

Public relations has a seat in the board room.  Our activity isintegrated throughout the company’s entire operations.  Many significant company decisions are not implemented without consulting about potential public relations opportunities and challenges.  

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