Public Relations ​Portfolio

Deanna Zemke

PR & Communications Leader

&

Copywriter

My Background

As a PR and communications strategist and brand storyteller, I specialize in elevating ​brand reputations by aligning events, partnerships and pop culture with strategic ​content, social media and influencer engagement. My current focus is on providing PR-​driven copywriting for a variety of marketing needs, including website copywriting and ​social media strategy.

With over a decade of experience at Tiffany & Co., I have developed and executed event ​campaign strategies that garnered significant media coverage for store openings and ​product launches. My professional journey includes ten years at global public relations ​agencies across the San Francisco Bay Area to New York City. During this time, I honed ​my skills in brand marketing and corporate communications, securing media coverage, ​writing press materials and positioning leading experts to enhance brand visibility among ​target audiences.

My experience spans both B2C and B2B sectors, working with brands in education ​technology, Internet security, e-commerce (including beauty and music), HR consultancy, ​retail and fashion. Some of the notable brands I’ve worked with include Apple, Target, ​FedEx, eBay and Yahoo! HotJobs.

Public Relations Work Overview

This portfolio showcases the public relations strategies, events and campaigns I have ​orchestrated to secure media coverage, enhance brand awareness, build reputations and promote ​corporate thought leadership.

To see examples of my PR writing -- including press releases, media pitches, media advisories, bios ​and case studies -- please visit my website:

Deanna Zemke PR & Content Copywriting.

Click through the featured categories:

Tiffany & Co.

Events PR & Marketing

Achieving Media Awareness through Event ​Storytelling, Brand Positioning, Influencers, ​Partners & Unique Experiences

Promoting Beverly Hills Store Opening

OBJECTIVE

Generate awareness to the ​reopening of the Beverly Hills store ​and achieve $1M in sales opening ​weekend with event experiences.

STRATEGY

Create live event to position store as:

• Go-to luxury destination
• Flagship store of the West
  
• Fashionable and current but ​instilled in tradition.
  

TACTICS

• Previewed high jewelry collection to ​media and top clients at launch event ​with celebrities dressed in pieces.
  
• Entertained clients from US & Canada for ​a weekend of dinners, cocktails, activities.
  
• Partnership with nonprofit The Art of ​Elysium contributed installation at event.
  
• Performance by Ariana Grande at launch ​event showcased the prime location.
  

• Sales: 800% over target
• 180 client guests from U.S. & ​Canada
• 154 media placements
• 1.5B impressions
• 800M social media ​impressions

High Profile T Collection T Train Fashion ​Launch Immersive Experience

OBJECTIVE

RESULTS

Announce new fashion collection, the first ​with new creative director, positioning brand ​beyond classic, traditional to fashion-forward ​and trend-setting to younger self-purchasers.

STRATEGY

Create interactive, immersive experience to ​engage key audiences and attract attention ​with a celebrity press event in New York.

TACTICS

• Developed installation inspired by the T in ​the collection name and New York City, ​which became the T Train.
• Inside train was master engraver at work ​and new collection display for purchase.
• Secured celebrity brand ambassadors to ​generate media attention at press launch ​event, which included singer Puddles the ​Clown singing.
• Media attendees represented top fashion, ​accessories, society, luxury editors at ​national and local print, online outlets.
• Open venue and train for all New ​Yorkers, featuring notable DJs for ​music and male model greeters.

Waikiki Store Opening for

Local & Global Clients

OBJECTIVE

Create visibility to the Waikiki store’s relocation to ​both locals and part-time residents based in Asia.

STRATEGY

Draw attention to the new store starting months ​ahead to generate anticipation with news items, ​while developing a series of events in tandem with ​new mall host to draw traffic.

TACTICS

• Press release announced new location months ​ahead of opening to build momentum in ​Hawaiian and Japanese markets.
• Champagne toast and private tour for press.
• Launch event took place later, timed to ​Oshogatsu holiday for Japanese tourists and ​residents.
  
• Conceptualized different guest experience per ​store floor, representing local culture.
  
• Directed production agency to build out ​installation to promote new collection.
  
• Devised branded outdoor visuals with greeters in ​Tiffany blue Hawaiian shirts to attract passersby.
  
• Ensured dignitary attendees including mayor, ​CEO, Japanese American actress and influencer ​Jun Hasegawa, and Magnum P.I. actors.
  
• Secured weekend open house hospitality.
  

RESULTS

• Secured 229 guests and​ $132.6k sales at launch event
• Photo booth resulted in large ​social media exposure.
  
• Final opening weekend sales ​= $1.17M, ~20% above ​expectations
  
• Local press and broadcast ​coverage leading up to ​event included Modern ​Luxury, Honolulu Star-​Advertiser, K-HON2, ​Pacific Business News.
  

OBJECTIVE

Yellow Diamond Tour Press Lunch &

Panel Discussion

Use the Tiffany Yellow Diamond as the news ​hook to continue drawing attention to the ​new Vancouver store.

STRATEGY

Publicize first-time appearance of the Tiffany ​Yellow Diamond at Vancouver store, a famous ​piece rarely seen outside of New York flagship ​store, by providing media with a private look at ​the piece and discussion on its significance ​ahead of its unveiling to the public.

TACTICS

• Developed panel presentation and press ​luncheon.
• Requested Tiffany’s Chief Gemologist ​Melvyn Kirtley as a panelist while PR ​agency secured former InStyle editor and ​founding editor of publication, Adventurine​ as the other panelist and Claudia Cusano of​ Nuvo magazine as the facilitator.
• Ensured 30 editors attended luncheon and ​built out top floor into seated lunch venue.
• Featured the yellow diamond display.
• Guided talking points for Melvyn Kirtley.
  

Coverage in local press such as ​Nuvo, Vancouver Sun, CTV ​News, Adventurine, Monte ​Cristo magazine. Social media ​exposure from clients.

Men’s CT60 Watch Launch Regional ​Influencer Events

OBJECTIVE

Get new collection directly into the hands ​of a younger demographic.

RESULTS

Drove new clients to ​stores via social media, ​blog, online and local ​coverage:

STRATEGY

Use influencers to host cocktail events in ​four markets to drive buzz and local ​influentials. Feature branded, hands-on ​watch display installation.

TACTICS

• San Francisco: Actor Liev Schreiber and ​Ariel Adams of A Blog to Watch hosted ​event in-store, showcasing ​customization.
• Los Angeles: Chefs Jon & Vinnie ​hosted, catered private event at their ​Italian pizza restaurant.
  
• Houston: Event at hip Camerata wine ​bar owned by local influencer Paul ​Petronella featured wine tasting from ​sommelier, David Keck, and DJ Sun.
  
• Toronto: Arranged events with Ben ​Mulroney, E! Canada host: 1) with ​celebrity friends and menu by Chef ​Corey Vitello, 2) for top clients at store.
  

NFL Super Bowl Trophy Unveiling

OBJECTIVE

As designers of the Vince Lombardi Trophy, ​leveraged partnership with NFL to host a ​Super Bowl themed experience to drive traffic ​to the local store and build brand awareness ​to Tiffany’s craftsmanship.

STRATEGY

Annually co-host in-store event at Super Bowl ​host city with NFL for trophy unveiling to ​press and top clients the week prior to Super ​Bowl, followed by week of in-store public ​viewing, educating on trophy design.

TACTICS

• Coordinated trophy logistics with NFL.
• Oversaw brand representation of both Tiffany and NFL.
• Managed multifaceted cocktail event including ​production of trophy’s unveiling display.
• Created event flow for staged presentation.
• Secured NFL player alumni to lead presentation.
• Wrote remarks for Tiffany and NFL speakers.
• Ensured media attendance and determined media list ​with Tiffany and NFL media relations reps.
• Designed event for wives of the NFL players, past and ​present with a private Breakfast at Tiffany.

RESULTS

• SF: 176 attendees, 5 NFL ​alumni players
• Indianapolis: 180%

sales growth vs prior week with ​118 attendees

• Phoenix: 4M media

impressions, 204 attendees.

PR & Marketing Campaigns

Achieving Media Awareness through PR Strategies ​to Cultivate Press Coverage for the Following ​Brands:

Target’s Black Friday 2-Day Sale Celebrity Stunt

OBJECTIVE

To generate distinct attention from ​competition to consumers during the critical ​shopping season

STRATEGY

Mobilize media around a gyro stunt challenge ​arranged between the brand and David Blaine ​in Times Square the day before Thanksgiving. ​Idea was to grant 100 children a dream holiday ​shopping spree when completed.

TACTICS

• Culled list of targeted news, retail and ​entertainment weekly and daily media.
• Presented press release to invite media to ​the stunt in Times Square for photo ​coverage, stressing the charity-giving ​element at the core.
• Supported event needs on-site, wrangling ​media and providing information.

Rebranded Lane Bryant Catalog as

WomanWithin.Com

OBJECTIVE

To ensure seamless transition of online fashion ​brand’s customer loyalty from Lane Bryant to ​"Woman Within" name.

STRATEGY

Engage and expand the community from the ​current customer base with content through the ​brand’s newly appointed brand ambassador, ​former plus-size model Christine Alt.

TACTICS

• Developed and executed comprehensive PR ​strategy, organized into a timeline of media ​outreach activity.
• Launched web page for community blog ​featuring model Christine Alt with Trend of ​the Week topics for online chats.
• Online videos were developed to present ​weekly fashion tips from influencer.
• Directed Fall look book production, ​conceiving its layout like InStyle magazine’s ​“Instant Style” fashion pages, working with ​brand to oversee photo shoot and select ​outfits.
• Conducted heavy media outreach based on ​these topics.

Launched Free Video Chat Tool, Skype

OBJECTIVE

To generate buzz to revolutionary new ​communications tool to consumer media to reach ​targeted demographics and boost new customer ​sign-ups.

STRATEGY

To create guerrilla marketing campaigns to form ​opportunities to interact live and directly with ​target audiences and immerse them with this tool, ​getting them to try the product live. To use these ​interactions for case studies to present to media for ​further coverage. Also, to harness celebrity ​relationships into promotional opportunities.

TACTICS

• Developed comprehensive PR strategy, ​organized into a "Skype College Tour" - pop-​ups, live demos, sign up stations, giveaways.
• “Skype Days of Summer” promotions set up at ​ex-pat go-to hangouts like Tea & Sympathy.
• Celebrity Promotions: "Military Dads" recorded ​messages to military from celebrity fathers;​ "Skype-A-Celeb" charity auction featured on ​eBay.

Worked with Harris interactive to create an ​online survey for USA Today for Mother’s Day.

RESULTS

• Achieved 20+ million media impressions.
  
• Secured 200 sign-ups, 100 demo calls/day, 10k+ Skype packs​ distributed.
• Reached 300k UK ex-pats, 10 print ads in Japanese US media, ​feature stories in 500+ Hispanic news outlets.

Launched Free Video Chat Tool, Skype

FedEx & Amazon.com Partnered Harry Potter​ Book Distribution

OBJECTIVE

To generate awareness for FedEx Home ​Delivery and reinforce the brand’s ​technological innovations and ability to ​deliver B2C e-commerce successfully. To ​continue to build credibility for FedEx ​Corporation and its integrated network of ​operating companies.

STRATEGY

Positioned FedEx as the premier carrier to ​fulfill the “unprecedented e-commerce ​distribution” [at the time].

TACTICS

• Worked in tandem with FedEx corporate ​to vet and respond to relevant media ​inquires.
• Conducted comprehensive media ​outreach to business, technology, ​broadcast and regional press in ​partnership with the consumer group ​focusing on the consumer publications.
• Developed and distributed b-roll footage.
• Team supported an AP photographer to ​capture a FedEx Home Delivery ​contractor delivering the book to ​children.

Establish New Music Website Brand, Gigabeat.com

OBJECTIVE

To build awareness for the new e-​commerce music startup for the brand ​to grow customers. To build a business ​reputation to secure a second round of ​financial funding.

STRATEGY

Introduce Gigabeat directly to music ​lovers who would be interested in all-in-​one-place music downloads, as well as ​drive media coverage in technology, Bay ​Area and business press.

TACTICS

• Worked with New York team to ​premiere Gigabeat at NYC event for ​first peek with live demos of the site. ​Bands Train and Trinket performed ​to drive attendees. B-roll was ​created, including the CEO and ​interviews with the band discussing ​the website.
• Created press materials to use for ​media outreach, securing interviews ​with key Internet, technology, ​finance, business, trade and San ​Francisco regional press.
  

RESULTS

• I secured front-page article in San ​Francisco Chronicle, Investor’s ​Business Daily, and four-star review ​from PC Magazine.
  
• The press coverage attracted interest ​from Napster to acquire website.
• I received the Ketchum Five-Star Award​ for my media relations contributions for ​this client.

Corporate Communications PR

Achieve Expert Positioning by Creating Media ​Awareness through PR Strategies Based in Thought ​Leadership for the Following Brands:

PR Campaign to Position Yahoo! As Job ​Search Leader

CHALLENGE

Acquired by Yahoo!, HotJobs was seen as the "third" online job site based on site traffic and number of job ​postings, while the competition continued to thrive and attain larger visibility.

OBJECTIVES ​& ​STRATEGY

TACTICS

RESULTS

• To enhance the perceived value of Yahoo! HotJobs among employers, recruiters and job seekers.
• Achieve a leadership Share of Voice in top-tier HR trade media by utilizing spokespeople as the ​industry/business expert, career expert and product expert.
  
• Strongly emphasize a "local" message throughout all external communications.
  
• Position the brand as a leading expert and resource in the job search for college graduates and overall ​workforce by transitioning media relationships to ongoing vs. one-off.
  

• Timing: Launched in January, biggest month for job seekers.
  
• Employee Index: A branded monthly analysis of U.S. online job demand from employee perspective to ​pitch to media.
  
• Created surveys: 1) to define the top 5 attributes most valued in an employee per recruiters and what ​pop culture jobs most employees would want, with third party research firm and 2) to discover college ​seniors' plans for a job after graduation.
  
• Raise visibility with statistics and insight from the brand's thought leaders for the year ahead ​gathered from internal resources, launched with press release and on website landing page.
  

• Media coverage featuring surveys and utilizing brand spokespeople as a job hunt resource in stand-​alone articles or included amongst competitors.
  
• Gained visibility in local, national business, B2B and trade publications, positioning the brand as a go-to ​thought leader and resource in the industry.
  
• Coverage resulted in 100+ outlets and 103,435,167M+ media impressions.
  

The next pages feature a sampling of resulting press.

PR Campaign to Position Yahoo! As Job ​Search Thought Leader

Coverage for Yahoo! ​Survey on Favorite TV ​Show Jobs

January 17, 2005

People like Everybody Loves Raymond, and a survey ​by Yahoo! Hot Jobs shows that many of them would ​like Raymond's job, too. About 40% of men surveyed ​called Ray Barone's sportswriter job the most ​desirable on TV. Only 15% picked the fast-lane ​profession of plastic surgery practiced by Christian ​Troy on F/X's Nip/Tuck. Women were split between ​interior designer, such as Grace Adler on Will & ​Grace (24%), and a spy la Sydney Bristow in Alias ​(23%).

February 7, 2005

A survey conducted by Yahoo! HotJobs has found that ​40 percent of American men who responded would like ​to have Ray Barone's job as a sports writer on ​Everybody Loves Raymond, while only 15 percent ​chose the sex lifestyle of plastic surgeon and playboy ​Christian Troy from Nip/Tuck.

PR Campaign to Position Yahoo! As Job ​Search Thought Leader

Corporate Communications: Executive ​Positioning for Towers Perrin

Objective

Strategy

Tactics

Results

Position Towers Perrin as the most innovative thought leaders and the “go-to” resource for solutions on several core human resources subjects: HEALTH CARE COSTS, TALENT MANAGEMENT, WORKPLACE, RETIREMENT, EXECUTIVE REWARDS, HR SERVICE DELIVERY.

Leverage the company’s deeply researched studies to generate short term and long-term media coverage in both national and trade press and broadcast by developing a cache of story ideas per each that can be seeded in the media throughout the year.

• Wrote press releases to announce each study (survey), calling out key data points from each to use for upcoming articles and offering the corresponding consultant as a resource.
• Developed thought leadership platforms such as byline articles that I wrote on behalf on executives to promote their expertise on the given HR subject matter.
• Stretch out stories from resulting corporate studies on numerous HR issues so that data will serve as support points for the story ideas rather than as news in and of itself.
• Promote the company through byline articles and speaking opportunities.
• Coordinate press tours for larger studies to provide desk side media briefings with business and trade press.
  

• One of the lead health care consultants became a regular go-to expert on CNBC news programs for his ​keen commentary.
• Top-tier business publications, such as Time, U.S. News & World Report and BusinessWeek and ​consistently used annual survey data in relevant articles.
• Executives were quoted in various articles, including citations as authors of byline articles, that helped ​position the brand as thought leaders.
• Consumer media began picking up the survey data and featuring it in stories to different audiences, ​such as Shape magazine.
  

The next pages feature a sampling of resulting press.

Corporate Communications: Executive ​Positioning for Towers Perrin

Corporate Communications: Executive ​Positioning for Towers Perrin

Corporate Communications: Executive ​Positioning for Towers Perrin

Byline Articles

I have successfully pitched article topics to trade ​publications that accept brand written ​submissions. As a result, I served as the ghost ​writer, writing in the executive's voice to ​demonstrate his or her expertise in the given ​subject area and showcasing their names in the ​byline.

The following features one example written for ​Towers Perrin.

Corporate Communications: Executive Positioning for Towers Perrin

Employee Benefit News: "To Boost FSA Enrollment, Apply Marketing Principles"

Engaging consumers in their health care has become a mantra for U.S. employers. Effective health care consumerism tools help companies meet their goals to provide needed health care benefits while ​controlling costs.

To accomplish this challenging goal, some innovative companies have uncovered a way to transform a sleepy little benefit into a vehicle to support the message - and impact - of consumerism: the ​health care Flexible Spending Account (FSA), which allows employees to set aside pre-tax wages to pay for health care expenses not paid for by a traditional health care coverage.

The greatest obstacle lies in getting employees on board, in the face of regulations which threaten consumers with "use it or lose it." But substantial results can be achieved by applying the basic tenets ​of consumer marketing: consumer research, promotion and decision-support tools which position the FSA in the consumer's language, not in plan-design jargon. The result: increased enrollment in the ​flexible spending account, greater contributions and as a side benefit, significant FICA savings for the employer.

Begin with the consumer in mind

Amidst the sea of government regulation and legal frameworks that surround HR programs, it can be easy to lose sight of the benefits consumer. Yet HR executives have begun to realize an interesting ​correlation between the purchasing behavior of employees and those of mainstream product consumers. The person who is selecting and using employee benefits is not just purchasing prescription ​drugs, physician services and braces, but also regularly buys ipods, cars and refrigerators. HR executives can study effective marketing campaigns for products such as laptops and apply their concepts ​to motivate these same consumers to engage in health care consumerism.

Take a lesson from consumer product companies that live and breathe consumer insight. When they plan promotions, they start with the consumer. A brand manager would never consider launching a ​new product without learning everything he or she could about both the user and buyer of their product, especially since these may be different people. When HR programs are launched, they often ​have the same or greater impact on companies' net profits as any given product would, yet there is often very little consumer insight, by comparison, to ensure success.

Innovative employers are now borrowing from consumer research techniques. They're starting by testing new programs with conjoint (trade-off) analysis to determine the choices employees will ​make, and the impact of those trade-offs in quantifiable terms such as retention and perception of program fairness. They're then translating this insight into marketing campaigns designed to influence ​employee benefit "purchasing" behavior.

Deploying consumer behavior lessons

Few would select medication with the most warning labels if there were others to choose from, cheaper or not. If "Be Careful!" signs are constantly drilled into consumer minds, what type of message ​does that relay? Savvy HR executives who want to increase FSA participation understand that negative messages will repel new subscribers. In an attempt to protect both company and employee from ​the downside of the FSA - by featuring the plan's "use-it-or-lose-it" feature prominently - employee communication may have sent too strong of a buyer-beware message, immobilizing or dampening ​participation in the process.

Article continued below

Corporate Communications: Executive Positioning for Towers Perrin

P.2: Employee Benefit News: "To Boost FSA Enrollment, Apply Marketing Principles"

A more positive message focuses on the opportunity for employees, not the possible hassles that breed fear. For example, some companies have emphasized how an FSA enables employees to give themselves a virtual ​pay raise by taking advantage of its tax-free feature. Others have looked to classic marketing techniques to "sell" FSAs. A major consumer goods packaging company recently completed research that shows that even in ​regard to our health, we are a society of spenders, not savers. Using this research, some employers have focused their FSA communications materials on the money consumers save on FSAs that can then be spent on other ​things. In short, by saving upfront on taxes when purchasing prescriptions and other health products and services that is, the things they need consumers have more to spend on the things they want.

This is just what a large Midwest manufacturing company did by rolling out innovative communications along with a consumer-focused advertising campaign. This approach resulted in a 41% increase in participation in ​the company's FSA plan and a 35% increase in contributions.

Simple solutions, click here

Most computers in the U.S. today have a small button at the bottom left of the screen that changed the way we work. As health care consumers, employees also need a "Start" button for benefits to boost their confidence to ​act decisively in their own best interest. Some of the most effective tools are so user friendly that they take the fear out of getting started, including debit cards and desktop tools and resources.

An increasingly popular tool is the debit card. It transforms the concept of savings into a product that consumers are already comfortable using to pay for purchases. Debit cards also simplify the interaction by removing, ​in many cases, the complexity of paper substantiation and the delay of reimbursement that can accompany FSA purchases. One company recently realized a 50% increase in FSA participation corresponding to its ​introduction of the card.

Even with a debit card, employees inevitably ask, "How much do I set aside?" This is where calculators and savings planners can make a difference. An FSA calculator is a good way to kick start FSA subscribers' ​transformation from enrollees to active participants. Again, while consumers understand the need for an FSA, they find it difficult to predict their out-of-pocket costs in advance, and fear drives them away. The calculator ​instills confidence by helping consumers understand what their costs will be and propels them to try the FSA experience.

Doing it right

There is still one more piece of the puzzle left that can unite lessons learned and available tools in a cohesive manner. Paige Claus, benefits manager for McLane Company, Inc., a leading distribution company, discovered ​what the combination of tools, consumer insight and hard work can deliver: a 104% net increase in FSA participation and a 72% increase in contributions.

McLane with 14,500 employees in 40 divisions decided that to make an impact and encourage employees to respond, it would do open enrollment right. That translated into preparing employee communications materials ​that highlighted four main take-aways, followed by consumer-oriented messages and tools that included a health care FSA calculator, simple steps to get started and an introduction to the debit card. Most important, HR ​managers in each division were trained to deliver 90-minute enrollment sessions at each of their sites. This high-touch approach, reinforcing key messages, resulted in a jump in enrollment from 9% to 19% of eligible ​employees.

Engaging employees in the health care process takes a lot of work, but is possible by keeping the consumer in mind, translating messages positively and providing user-friendly tools. As we embark on greater usage of ​account-based plans and more complex plan designs, the lessons from this benefit can be applied to attain an even greater impact in the future.

Steven Blumenfield is a principal in the Health and Welfare Practice at Towers Perrin’s Parsippany, N.J., office. He has used his marketing and business background to help clients understand and set up ​consumer-oriented messages for benefit plans. Martha Terry is a principal in the Change Implementation Practice who operates out of Towers Perrin’s Boston, Mass., office. She is the practice leader for Rewards ​Communications and has helped companies with innovative and effective approaches to engage employees in a number of important HR programs. - E.B.N.