WHO WE ARE - JB Cumberland PR

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A PARTNERSHIP THAT FITS
A BRIEF OVERVIEW OF WHO WE ARE
AND WHAT WE CAN DO FOR YOU
WHO WE ARE
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JB Cumberland PR (JBCPR) has been providing
outstanding Public Relations for consumer
products since 1985, offering results-orientated,
strategic public relations and marketing capabilities
to increase sales, shape brand image and create
market share for our clients.
THE JB CUMBERLAND PR STORY
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JBCPR was first founded when Joanna Cumberland returned
from Europe to fulfill a need in the US for coordinated
communications between a news hungry media and the
well-designed, upscale European consumer products being
launched in the US.
With an acute ear for enduring trends and today's new
forms of media, an established appreciation for welldesigned, high-performance products and a strong sense of
proper media presentation, JB Cumberland PR continues to
create successful campaigns for its clients. The unique
perspective of the agency is rooted in an astute awareness
of the clients business combined with well-established, everexpanding relationships with classic and new media.
OUR CAPABILITIES
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Establish/increase brand awareness for our clients
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Increase and generate sales for our clients
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Launch and re-launch brands to general and niche markets
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Create the next “media darlings”
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Create buzz around a brand
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Build brand image and identity across diverse markets and regions
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Help manage international relations and trade relations
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…and so much more, just ask us.
OUR CLIENTS
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Their business success is always our ultimate goal. With our support,
they should radiate in their own category!
We work closely with our clients, sharing our marketing expertise
and ideas. Together, we create and define the public relations
campaign that meets specific objectives and promises tangible,
measurable results.
By our choice, our client base consists of a group of companies that
are outstanding in their own field. The unifying element among all
of our clients is superior quality, outstanding performance/design
and value for the investment.
REPRESENTATIVE CLIENTS SERVED
A FEW CASE STUDIES FOLLOW
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BODUM & JBC PR
A PR Partnership Success Story
During our 11-year strategic PR partnership with
BODUM USA, the brand has become an icon for
great, accessible design! By shifting our approach
along with changes in the market and capitalizing
on trends, we have continued to position BODUM
as the ultimate source for fresh ideas, new product
innovation and home décor inspiration, leaving the
media always wanting more.
Our strategic approaches have included:
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Introducing the original BODUM French Press to media with product and coffee samplings and
seminars, establishing BODUM as a leader in the specialty coffee category
Launching the BODUM Tea Press System, emphasizing the “tea ceremony” via product sampling
and tea tasting seminars exclusively for the media
Utilizing the grand opening of the BODUM flagship store in NYC to focus on the breadth of the line
and establish the brand as a leader in lifestyle design
Focusing on design innovation with the introduction of the Double Wall Glass technology
Introducing the BODUM French Press system to the new generation of coffee drinkers: young
adults and the college bound
Highlighting the inherent environmentally friendliness of the BODUM French Press as the “green
movement” arose to the forefront
Communicating ways in which consumers can replicate the coffee shop experience right at home
with BODUM, saving dollars every day, during times of economic difficulty
Capitalizing on the trend of adding a splash of fun color into the home as BODUM introduces new
collections in vibrant hues
Changing the way consumers view their kitchen electrics with the introduction of the e-bodum line
Making the outdoor lifestyle chic and stylish with the new BODUM BBQ collection!
A Recent Success in the Outdoor Lifestyle Category…
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JOSEPH JOSEPH CASE STUDY
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Starting in July 2010, to position the new Joseph Joseph brand as a product design leader in the US, we
initiated an ongoing, strategic PR campaign and are achieving amazing results for our client, both from
the brand recognition and sales points of view.
Our PR tactics for the first six months included:
Getting Started – We got to know each other better.
Trade Media Relations – We introduced the brand to the major trade media, so that their retailers
could see Joseph Joseph in the places that influence.
Trade Show Support: NYIGF – We invited all our closest media friends (sic!) to stop by the Joseph
Joseph booth during the August NYIGF; we gave them a personalized tour of the booth and got in
touch with them again after the show to offer more information, support and to prompt coverage.
Design Community – We simultaneously introduced the brand to the major design media and
influencers, both online and off line.
Food Media and Influencers – We introduced the brand to food media too, of course!
Gift Guides – We suggested Joseph Joseph as the perfect gift for both foodies and design geeks.
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And the results have been OUTSTANDING! Please see the following.
SELLING JOSEPH JOSEPH PRODUCTS
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TOTAL CIRCULATION AND READERSHIP FIRST SIX MONTHS
Here’s the total exposure we got for Joseph Joseph from July 1st to December 31st 2010, broken down
by month.
July: 402,233
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August: 38,979,246
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September: 15,891,797
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October: 912,279
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November: 64,836,347
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December: 50,209,744
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TOTAL CIRCULATION/UNIQUE VISITORS PER MONTH: 171,231646
TOTAL READERSHIP: 599,310,761
Circulation/Unique Visitors Per Month = the number of copies a newspaper or magazine
distributes on an average day or total visitors per month, if on the web.
Readership = the number of people who read a particular publication (which is usually x3.5 the
circulation, assuming that the same copy is read on average by 3.5 people)
Please see the following media clips…
JOSEPH JOSEPH IN PRINT – MAGAZINES & NEWSPAPERS
JULY 2010 – DECEMBER 2010
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JOSEPH JOSEPH IN PRINT – MAGAZINES & NEWSPAPERS
JULY 2010 – DECEMBER 2010
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JOSEPH JOSEPH ONLINE – WEBSITES & BLOGS
JULY 2010 – DECEMBER 2010
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CREATING A MEDIA DARLING
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Situation: Our launch of the iSi ORKA Oven Mitt in 2003 was the
perfect example of great PR that works! The media featured the
ORKA and it kept flying off the retail shelves. We continued this
success for the next three years until…
CREATING THE NEXT MEDIA DARLING
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Next Challenge: iSi North America stopped distributing
the ORKA brand in the U.S. and developed a new iSi
signature line of kitchen basics that we would launch to
the media.
HOW DO YOU USE PR AGAINST A SIGNIFICANT
NATIONWIDE AD CAMPAIGN?
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vs.
• BRITA spends approximately $30 million on advertising in a year.
• ZEROWATER spends less than 1/10 of that on their advertising
campaign.
• BUT ZEROWATER has a very vital and far-reaching PR campaign.
TIMED TO ENVIRONMENTAL CONCERNS
(BRITA AND PUR ARE NOW FOLLOWING IN ZEROWATER’S FOOTSTEPS)
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EMPOWERING CONSUMERS TO “GO BACK TO TAP”
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Situation:
Launched in September 2008 against corporate giants in a highly competitive atmosphere and at
the height of the economic downturn aided by the environmental backlash on bottled water, it was
our mission to create major news buzz and influential WOM around the introduction of the
ZeroWater® home filtration system – a product that delivers water that is superiorly healthier and
eco-friendlier for the public.
Our Program – 2008 LACP Silver award winning
We developed a powerful WOM program and organized a news conference with a distinguished
panel of experts that positioned ZeroWater® as the ultimate tool to accelerate the public’s
migration from bottled water to tap water, safely and responsively. ZeroWater® achieved so much
positive viral buzz in all the top online categories and very major media (WSJ, GMA,Oprah) that by
the end of the year more online stories appeared featuring ZeroWater® than the category leaders
Brita and PUR.
...AND KNOWING THEY WILL FOLLOW
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AHEAD OF THE ECO-CHIC CURVE!
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Situation:
Having already enjoyed great success in Europe, Reisenthel hired us to launch and position their line of
fashionable, lifestyle accessories in the U.S. market. JB Cumberland PR immediately identified the brand
as a perfect fit in the new, chic, green-living movement sweeping the U.S. and re-positioned the brand as
a stylish, environmentally-friendly line.
ECO-CHIC REISENTHEL ROCKS THE FASHION WORLD!
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Reisenthel participated in the gift
bag for the New York Fashion Week
2008, as a perfect partner for the
new collection of the stylist Tibi.
Reisenthel participated in the gift
bag for the “Ugly Betty” Premiere
Party in New York, as the coolest and
most trendy, stylish accessory on the
market.
BRINGING MASTERPIECES TO CONSUMERS’ TABLES!
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Situation:
Established in 1952, Nambé had gone through various brand evolutions over the years, but by the late nineties lost
the clarity of its vision. However, in 2007, a new management team hired us to develop a brand campaign that
would re-position the company as a design leader and innovator in its own category. Our responsibility was to
establish Nambé with influential audiences as an award-winning, museum-quality brand, – an initial goal that we
achieved through a constant support at the Tabletop Shows and our relationships with the media which was very
pleased to have easy access to Nambé again.
Then, a new challenge was awaiting us – to gradually bring three brand-new product categories (flatware,
dinnerware and ovenware) into the consumers’ minds.
Solution:
We developed specific communication materials that integrated the Nambé identity with the early
masterpieces for which the brand was known and loved by the most discerning consumer. The media rediscovered Nambé, while associating classic designs with the new ultra-functional collections. Capitalizing on
trade shows, as well as on original communication pieces, we were able to constantly put Nambé on the media
radar and successfully introduce new products and lines by using a very consistent communication tone and
mood.
As a result, the new Nambé is re-gaining its well-deserved market segment and nationwide appreciation.
BRINGING MASTERPIECES TO CONSUMERS’ TABLES!
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Examples of Media Results for
Our Collective Clients Follow
HIGH IMPACT TV
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UPSCALE LIFESTYLE & FOOD
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WOMEN’S GENERAL INTEREST
MEN’S GENERAL INTEREST
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DESIGN MAGAZINES
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TOP TIER NEWSPAPERS & REGIONAL MEDIA
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HYPER-LOCAL MEDIA
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MOMMY BLOGS
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FOOD BLOGS
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DESIGN BLOGS
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JB CUMBERLAND PR GOES
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For clients of all shades of green, we assess your current situation and market objectives, then leverage our decades of
marketing and public relations expertise to build buzz and business – effectively and expeditiously!
In fact, in 2008 our clients’ sustainability campaigns have been selected for
several industry awards, including winning one for
excellent use of internet media and
one for best campaign positioning
Our collective expertise has brought company and products into the public’s awareness – from companies founded on
a sustainable vision to established brands moving in a greener direction, including:
•ZeroWater
•Bodum
•Reisenthel
•Starfrit
•iSi North America
•Australian Lamb
In response to the needs of clients and media demand for reliable and trustworthy information on green products
and eco-living trends, JBCPR officially launched JBCPRgreen. This specialty division is dedicated to locate, promote
and support contemporary organic style, earth-friendly brands and sustainability initiatives, as well as eco-lifestyle
trends.
EXAMPLES OF GREEN CLASSIC MEDIA
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Earth Day
EXAMPLES OF GREEN ONLINE
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A FEW REPRESENTATIVE E-MAILS
FROM OUR FRIENDS IN THE MEDIA
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Thanks so much! You folks at JB Cumberland are the best! :) -- L.C Homeworld Business
"Hi there. Do you have any clients that will want to donate to our new home make-over show?"
-- D.D, Scripps Productions, HGTV
"We love the drinkware, thanks so much for working with us. You were great!" -- D.K, HGTV's "I Want That!”
"Thanks for bringing this to my attention. I can use this in a segment for GMA“ -- K.B, Good Morning America and, ABC
Primetime.
"Thanks for being so quick and helpful! Let’s talk about the show details soon.” – E.H, Martha
“Hi. Wanted to let you know that I recently moved. Thanks.” – M.B, The New York Times
“This is cool. Thanks!” –J.W, The New York Times Style Magazine
“Hi there, ok – you have raised my interest! What is it? Please send one my way!” –C.M, Ellen
“Thanks for quickly sorting this out! We are going to run them…” – W.N, Washington Post
"Because you are our exact demographic, you get our magazine and our editorial needs." – S.T Freelance for New York
Times•"Thanks so much for your help! I was able to meet my deadlines“ – K.P. O, The Oprah Magazine
"I know that you'll be able to offer me something of high quality and design that will work for my style pages." – D.V/
Time Magazine
"Thanks for thinking about us. Oprah loves natural products, so I walked your item you sent right over to her so she can
take it home and try it for herself. We'll keep you posted with what she thinks!“— C.C / The Oprah Winfrey Show
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EVENTS AND HAPPENINGS
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Via dynamic and relevant events and guerilla gameswe have launched brands, products, companies and lines
ranging from upscale luxury products and gourmet foods to designer collections and personal care and
beauty accessories.
We specialize in:
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Trade show and showroom support programs
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Exclusive salons and receptions for select upscale media
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New store openings
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Press conferences and symposiums
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New product and line launches
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Media breakfasts, “happy hours” and luncheons
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High profile guerrilla marketing
OUR MISSION
At JB Cumberland PR it is our unique mission to give a
dynamic and definitive voice to each client’s brand and
products and make that voice resonate in strategic media
programs and creative projects targeting designated
audiences and achieving prescribed, measurable results
within each target group.
We strive to do the best job possible for our clients and
have a great time doing it!
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WE LOOK FORWARD TO OUR NEXT
CREATIVE CHALLENGE…
THANK YOU FOR YOUR TIME!
email jcumberland@jbcumberland.com
address 133 West 25th Street, New York, NY 10001
phone (646) 230 6940 / fax (646) 239 6935
web www.jbcumberlandpr.com