DailyCandy Los Angeles, October 16
Who is your client, and what are its media goals?
Carrie Schuller: Our client is NorthStar Moving, which was looking to position itself in Southern California as a luxury mover that offers "red carpet" service. It turned to us to target high-end home publications, as well as celebrity outlets.
Daily Candy LA is obviously a hot site for LA celebrity, entertainment, and lifestyle stories, but what made it a great target for a moving-service story, and how did you pitch the editors?
Schuller: Daily Candy was an obvious target because it reaches the upper end of the LA social, business, and entertainment scene. More important, it's read not just by celebrities and executives, but also by their assistants who coordinate things like moves for their bosses.
Daily Candy LA can be hard to reach because the editors and reporters work at home, but I worked through its New York office to pass a pitch to LA editor Crystal Meers.
NorthStar Moving has some celebrity clients. Was that the hook that got Meers interested?
Schuller: We did include some celebrities it had moved in the past in our original pitch. But interestingly, [Meers] was less interested in that angle and more in the fact that NorthStar Moving is a luxury service for everybody.
She ended up interviewing NorthStar Moving's marketing director who was able to tout services like photo perfect, where the company can take a picture of your closet or sock drawer and then use that image to exactly re-create that closet or drawer in your new home.
What was the impact of the hit?
Schuller: The piece ran October 16, and the impact was dramatic. NorthStar received 13 phone calls on the first day from people looking to sign up for its services. The story also drew compliments from friends, family, and customers. Needless to say, the client was thrilled.
Name: Carrie Schuller, account manager, PAN Communications (Andover, MA)
Placement: DailyCandy Los Angeles, October 16
Pitch timeline: Six weeks