Challenge:

UnitedHealthcare, one of the nation’s largest healthcare providers, launched a new program called Connected Care to give patients in rural locations expanded access to physicians and specialists using advanced telehealth technology. Colorado was among the first states to showcase the program, which combines audio and video technology and health resources to greatly expand physicians’ reach into rural and medically underserved areas.

United Healthcare turned to Linhart PR to generate statewide awareness for Connected Care and further establish its reputation as a leader in using innovative technology to deliver high-quality care to all Coloradans. But there was a catch: Connected Care had already received news coverage following a national announcement weeks earlier and few specifics had been established about the Colorado program.

Solution:

Linhart PR made the technology behind Connected Care the star of the story, while leveraging influential third-party endorsements for the program. The team helped UnitedHealthcare coordinate a press conference at the Denver state capital with Colorado Gov. Bill Ritter and other partners to announce the Colorado program, discussing how the new telehealth technology helps solve healthcare access issues for rural residents. VIPs and media were invited to see the technology first-hand and experience the “house call for the 21st Century.” The team secured advance, live television interviews with UnitedHealthcare spokespeople the morning of the event, which increased interest among media outlets and the general public to attend the event. Linhart PR also filmed the press conference and released an edited video package with the news release. Since the target consumer audience for the program lived in rural areas, the video package gave media outside of Denver convenient access to the news and ready-to-use footage to share with their viewers and readers. Plus, the video was uploaded to YouTube, offering direct communication to consumers. To reach rural areas that could most benefit from the program, Linhart PR targeted community papers throughout the state with stories tailored for their audiences while distributing a news release about the program.

Results:

The campaign generated a “sweep” of major Colorado media, including statewide television, print and radio coverage and local coverage in key cities, generating more than 3 million media impressions. The news coverage has helped pave the way for Connected Care to start rolling out to several markets in Colorado.

Among the successes:

• The Denver Post, Associated Press, all four Denver television networks, Colorado Public Radio and FM news radio station 850KOA all featured the event.
• All affiliate stations in priority markets Grand Junction and Colorado Springs featured footage of the event.
• The influential Colorado Managed Care newsletter covered the news with a story and taped interview with UnitedHealthcare of Colorado CEO Beth Soberg.
• Two pre-event exclusives with KUSA-TV (NBC), Denver’s highest-rated news station, reached more than 140,000 Denver residents the morning of the press conference.
• UnitedHealthcare used video of the conference and tours produced by Linhart PR to educate employees about the program and directly engage external audiences through YouTube.

Fogo de Chão Opens in Downtown Denver
Building excitement for a new Denver steakhouse in a tough economic environment

Challenge:

Fogo de Chão selected Linhart Public Relations in May 2009 to open its Denver location by introducing the authentic Brazilain steakhouse to the Denver market. With a major downtown steakhouse closing; the presence of two other Brazilian steakhouses in Denver; and declining restaurant sales due to tightening diner purse strings, the team faced a unique challenge to fill 300 seats in a new restaurant downtown.

Solution:

A comprehensive influencer and media outreach program highlighting Fogo de Chão as the authentic Brazilian steakhouse, and as a supporter of the Lower Downtown (LoDo) Denver economy, stimulated media coverage and excitement before, during and after the opening.

LPR’s Strategic Approach

• Connect Fogo de Chão to its unique heritage – two gaucho chefs from Southern Brazil founded the restaurant and Denver’s executive chef and general manager grew up in Brazil and has worked for Fogo de Chão for nearly 20 years
• Highlight Fogo de Chão as supporting the LoDo economy by hiring locally and by driving traffic to that downtown area
• Position Fogo de Chão as the perfect spot for business and group dining
• Showcase Fogo de Chão’s high quality food, superior wine list, impeccable service and value

Opening Execution

A three phase media and influencer outreach: before, during, and following the opening.

Generate buzz and referrals for future visits, including a pre-opening night party to for foodies, media, board members, business and nonprofit leaders, sports figures and politicians; arranging complimentary group meals following the opening; and distribution of a ‘lunch for two’ gift certificate to key leaders. A follow-up letter to all Fogo patrons reminding them Fogo is perfect for holiday party reservations.

Media outreach throughout was targeted at print, TV, radio and online outlets to secure stories focused on the optimistic opening of a restaurant in a downturned economy; jobs available at Fogo Denver; the pre-opening party; seasonal cooking segments; restaurant reviews and larger features on the Fogo de Chão concept.

Results:

• The combined media outreach efforts resulted in nearly 6.5 million consumer media impressions driving brand recognition and restaurant traffic
• Secured a total of 71 print, online, digital and television stories The Denver television coverage on all television stations resulted in more than $43,000 in calculated advertising equivalency, meaning it would have cost more than $43,000 to purchase the same amount of coverage in advertising time
• Nearly 260 influencers attended the pre-opening party, including members of boards of directors, Downtown Denver executives, socialites, media, etc. , including attendance by Denver Nuggets’ Nene Hilario and Denver Mayor John Hickenlooper
• Secured close to 170 group reservations for various nonprofits, influential boards, surrounding businesses, leadership and networking organizations, sports and arts groups, and area foodies
• Fogo de Chão alerted Linhart PR that the opening had been one of the most successful in the restaurant company’s history

Build Brand Awareness in Colorado by Educating Families About Bread

Challenge:
Help increase awareness for, and trial of, Rudi’s Organic Bakery products with organically-inclined consumers in Colorado as a test for a larger, national campaign.

Strategy & Action

• Conduct a pre-campaign online survey of Colorado parents to determine a benchmark for 1) consumers’ understanding of high fructose corn syrup and its inclusion in most conventional breads, and 2) Rudi’s Organic consumer brand awareness
• Highlight Rudi’s Organic as the Colorado-based, organic pioneer that has been baking breads with   ingredients moms can feel good about for more than 30 years
• Educate Colorado consumers that most conventional breads contain high fructose corn syrup, preservatives and other chemicals
• Linhart PR coordinated a “Get Real Bread” event at a local grocery store in which consumers were invited to trade in their conventionally-produced breads for a FREE loaf of Rudi’s Organic Sandwich Bread
• Linhart PR conducted outreach for The Lunchbox Tour, a co-op sampling tour focused on educating parents about packing healthy and tasty lunch boxes during the back-to-school season

Results

• Post survey revealed an increase in Rudi’s Organic with Coloradoans with kids 12 years old or younger in their house rose from 22 to 30 percent
• Anecdotal feedback fron consumers, retailers and industry professionals, as well as sales increases and coupon redemption, point to increased Rudi’s Organic brand awareness and trial
• To date, media outreach has generated more than 5 million consumer media impressions