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.


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.


Print / Web Media

  • Argus Courier
  • Alameda Times
  • Bark Magazine
  • Bay Area Reporter
  • Contra Costa Times
  • Cottage Living Magazine
  • Daily Review
  • Family Life Magazine Ukiah
  • Fetch the Paper
  • Fido Friendly
  • Fort Bragg Advocate News
  • Independent Coast Observer
  • Inn Traveler
  • 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
  • Willits News
  • Vallejo Times Herald


Television Media

E! Entertainment Television Style Channel
CBS 5 – “Eye on the Bay” – San Francisco Bay Area
View Press Release

We hired Jenny Kaplan after a two year intensive marketing/image over haul to garner media attention for our Bed and Breakfast. We couldn’t have been happier with the results.


Jenny has an uncanny ability to get face time with the press and sell a potential story. We were particularly impressed with her ability to step outside the box of “traditional media work” and create huge successes for us in the unconventional realm of pet related marketing. The press attention we received has given us a powerful and renewable marketing tool that will ensure the success of our business for years to come.

Maureen Gilbert, Innkeeper Inn at Schoolhouse Creek