The Challenge
After purchasing this charming 9-acre property and overseeing a complete upgrade to the facilities, the Innkeepers wished to create a new image and re-launch into the competitive Mendocino County Bed & Breakfast industry.
They needed an angle to set them apart – our mission was to position them as the premier kid and pet friendly B&B in lovely Mendocino County. We targeted markets catering to those audiences using the family and doggie related activities available in and around the town.
Strategy
We created a comprehensive public relations campaign that proved highly successful in achieving visibility results. We created tools to communicate the Inn at Schoolhouse Creek story including press kit components, marketing communications story & materials, cross-marketing agreements, trade-show and event participation plans and sponsorships.
JKaplan Communications launched a Major Publicity push garnering over 50 media placements in national and local consumer press as well as trade stories. The “buzz” created fueled website hits, and room sales increased to a staggering average of 80% occupancy year-round.
Results
Print / Web Media
- Argus Courier
- Alameda Times
- Bark Magazine
- Bay Area Reporter
- Contra Costa Times
- Cottage Living Magazine
- Curvemag.com
- Daily Review
- Family Life Magazine Ukiah
- Fetch the Paper
- Fido Friendly
- Forbes.com
- Fort Bragg Advocate News
- Independent Coast Observer
- Inn Traveler
- Insidebayarea.com
- Marin Independent Journal
- Marin Magazine
- Mendocino Beacon
- Mendocino County Visitors Guide
- Northbay Biz Magazine
- Oakland Tribune
- Pacifica Tribune
- Press Democrat
- Sacramento Bee
- San Francisco Chronicle
- San Jose Mercury News
- San Mateo County Times
- SF Bay Guardian
- Sonoma Family Life Magazine
- The Petaluma Post
- Thewoofertimes.com
- Willits News
- Vallejo Times Herald
