Elements of Marketing

The most widely accepted definition Is that of the American Marketing Association, the professional organization for marketing practitioners and educators, which defines marketing as “the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives”

Elements of Marketing

Marketing Research

Marketing Is by definition a process of planning and executing to meet consumer deeds.

It understands what are actual consumer wants and needs. Marketing research Is the process In which collection of data by systematically helps to Identify consumers needs.

The Four As

The heart of marketing strategy is the development of a response to market palace. Marketing by definition explains the concept of execution, pricing, promotion and right placement of goods, ideas and services. To respond to customers, a good organization develop product according to willingness of its purchaser, identify appropriate place for availability and finally and promote Its product to create military in Its customers mind.

Product, Price, Place and promotions are four As of marketing which are use many organizations to define Its marketing strategy.

Product: Product represents goods, services, or ideas offered by a firm.

Price: Price focuses on what customers are willing to pay for services. What price actually suits to consumer to buy goods? A company provides good or services and a customer willing to exchange dollars to satisfy its needs.

Place: Place represents the way or specific area in which company will distribute its goods or provide services to its customers.

This decision company takes after careful and effective marketing research.

Promotion: The final P represents promotion. Historically it is renowned with advertisement which Is mean marketing. Promotions activities Involve creating awareness in consumers mind to understand how they can meet their needs. Second approach Is to define Steps Segmentation: It is Process of dividing the market according to similarities that exist among the various subgroups within the market. The similarities may be common characteristics or common needs and desires.

One of the main reasons for using market segmentation is to help companies to better understand the needs of a specific customer base. Mass marketing assumes that all customers are the same and will respond to the same advertising. By looking at ways in which potential customer groups are different from each other, the marketing message can be better targeted to the needs and wants of those people. Market segmentation strategies that meet these criteria can cover wide range of consumer characteristics. Subsets may be defined by basic demographics like age, race, or gender, for example.

Other qualities, eke educational background or income can also be used, as can location. Some of the potentially most powerful variables by which to segment a market are behavioral ones, including social class, lifestyle, and interests. While market segmentation can be done in many ways, depending on how you want to slice up the pie, three of the most common types are: Geographic segmentation: Geographic segmentation based on location such as home addresses, region, density Demographic segmentation: Demographic segmentation based on measurable statistics, such as age or income.

Cryptographic segmentation: Such segmentation which is done by using variable such as life style of the people, occasion, loyalty to the brand Selecting target market segments The different ways of selection are

* Undifferentiated or mass marketing

* Differentiated (segmented)

* Niche marketing

* Micromanaging

Target Marketing:

Target marketing is also known as niche marketing. Once segmentation has been done the marketer need to evaluate such segment to decide which segment to target. Target marketing involves breaking a market into segments and then concentrating our marketing efforts on one or a few key segments.

It can be the key to a small business’s success. The beauty of target marketing is that it makes the promotion, pricing and distribution of your products and services easier and more cost-effective. Target marketing provides a focus to all of your marketing activities.

Marketing mix: A marketing mix includes those controllable factors that have been chosen to satisfy customer needs. The eight controllable factors are product, price, place, promotion,

Positioning is the development of a service and a marketing mix to occupy a specific lace in the minds of customers within target markets.

Dewars – Analysis of the Integrated Marketing Plan

The Dear’s brand faces the real possibility of extinction If It does not act quickly to appeal to a newer, younger market segment. Although the existing target group remains both loyal and profitable to the company, it is aging and currently has no successor. The task at hand is the retention of its loyal base while securing a new one. The image of the brand must be preserved in the eyes of each respective group at all times; therefore, any promotional campaign must deliver a distinct message to each group and reach each respective group in a way that does not reach the other – a infusing image may alienate both groups.

In both instances the messages will convey the message that Dear’s is a premium brand. This paper starts by analyzing the current situation and then goes on to discuss the objective, strategy and target audience of Dear’s brand. It then does a detailed analysis of their MIMIC and finally gives an opinion of the plan related to the stated objectives.

Current Situation United Distillers (LID) is the owner of the Dear’s brand, and the leading international producer of both Scotch whisky and gin. The company employs 10,000 people. The United States Is the company’s mall market for the product.

While It Is profitable, it Is also the one In which legal constraints with regard to the sale, promotion and distribution of Its product are most complex. The parent company has not supported its brands with new, cutting edge advertising. And hence the brand Is now In between the maturity and declining stage of product life cycle. A 1993 Simmons Marketing Research Report revealed that the lowest infiltration of Scotch whisky was in the 18-35 age groups. It also indicated that the 18-35 age groups represented less than 28% of all Scotch drinkers but accounted for 36% of the population.

In the United States there has been an ongoing trend to consume less and less hard liquor over the past 15 years. There are several reasons for this. Social attitudes with regard to the alcohol consumption have Increasingly rolled and, as a result, It has become less and less socially desirable to consume large amounts of alcohol. The population has become more conscious of leading a healthy lifestyle.

Unfortunately lifestyle. Alcohol, particularly dark spirits, are perceived to be higher in calories than light spirits. Politics has also made the sale and distribution of alcohol difficult and ACH state sets it own laws in this arena.

Dear’s is managed by the Sheffield and Somerset (S & S) group within the United States. In the early sass DU managers started to realize that Dear’s sales and market were declining. Jamie Prussia was hired about a year ago as senior brand marketing manager for Sheffield & Somerset (S), which is a Joint venture between DU and Meet Hennessey Louis Button (LIVE), and distributor of Scotch in the U. S. She and her boss have been working very closely with their advertising agency, Leo Burnett C. (LBS.), to come up with new ideas to reposition Dear’s Scotch whisky.

One of the noticeable trend of Dear’s was that while there had been an increase in the sales (in the last 4 months), there was a slight increase in the market share. Objective The Dear’s brand faces the real possibility of extinction if it does not act quickly to Strategy Dear’s is far from the minds of the younger generation, because of its current image as “dad’s drink”. Therefore Dear’s needs to reposition scotch as a relevant and accessible drink for a new generation of drinkers. Dear’s can expand its market into the younger generation if it can change the image of scotch and, more importantly, the image of the brand.

S’s strategy is to develop Integrated Marketing Communication Plan to persuade new set of young consumers while retaining the old set of loyal mature consumers. Target Audience Dear’s has a solid reputation among its core customers; this set of customers considers the brand a premium one with a sophisticated image. Past research into life-cycle patterns of liquor consumption showed that liquor preferences frequently altered among consumers in their early twenties and thirties (21-34), and stabilized during their later years. 5-34 age groups was defined as young transitional” who were still striving for their goals, still making choices, beyond college behavior and drinking habits and willing to embrace change with that had already been achieved by the older set- independence and individuality. Therefore, it is easier to generate new consumers from the younger generation. But for the younger generation, scotch is not a popular drink. Brand Re-positioning considers the brand a premium one with a sophisticated image. Reinforcement of that message is needed with this group. Unfortunately the image is poor among its intended target set.

They cite the taste, caloric content and staid image as reasons for not purchasing the product. Any new marketing campaign must address these issues in order to achieve a breakthrough in this target segment. When defining Dear’s sphere of competition, one could safely assume that it is competing with all other hard liquors for a share of the consumer’s entertainment dollar for alcohol; therefore, the brand must not only take this into account when designing and implementing a communications messages but also when it comes under attack from any of these forms of alcoholic drink for a share of the consumer’s Penn on liquor.

The brand must understand where in fits into this constellation of beverages as well as how it penetrates more deeply into this marketplace. Integrated Marketing Communication Plan Throughout the sass, Dear’s successful marketing campaign, concentrated on the type of people who drank the product, rather than the product itself. This approach made the brand the leader in the market. In the sass, Dear’s marketing agency sought to differentiate the product by emphasizing its Scotch heritage by adding the Legends campaign. By running two different campaigns, Dear’s differentiated itself eased on both tradition and achievement.

As a result Dear’s Scotch has been conceived as a prestigious, premium blended whisky. Dear’s became a recognized brand in the U. S. And it is associated with prestige and quality. Dear’s can expand its market into the younger generation if it can change the image of scotch and, more importantly, the image of the brand. By adding youthful components into advertising, it might be possible to change the image of scotch. Traditionally, the media mix for advertising distilled spirits was mainly magazines, followed by outdoor billboards and newspapers. Ambition of these tools, will be helpful to reach the desired target group effectively, but, will be another challenge for I-ID.

The issues will be how to execute these campaigns so that the necessary support from the trade can be obtained, the proper image can be presented, and that the legal restrictions are satisfied. Issues There are several other issues and challenges to consider including the running of two different campaigns (with a limited budget), evaluating the impact of these new promotions (to understand the effectiveness of them), and the allocation of resources.

Spending more money and efforts on the current consumer group will increase the sales short term, but it will only delay the current problem. Alternatively, concentrating the marketing efforts on the younger generation will return results in the long run. However it won’t be clear if the campaign was successful or not. Dear’s is regarded as a deluxe brand based on its price and prestige. Decreasing its price will make it more accessible but will take Dear’s deluxe image away. Therefore, altering pricing wouldn’t be a good strategy.

Dear’s current and target consumer groups, generally, consume alcoholic drinks in efferent types of settings. While the current generation prefers quieter bars, the younger generation’s preference is for noisy and crowded pub/club kind of environments. Once all of the above is put in order, DU will need to overcome the “strong taste” barrier. The younger generation doesn’t find the taste of scotch very attractive. Focus group results have shown that people in their early ass were not ready to “embrace Scotch values” as their lifestyles constantly change. Young transitional”, the group between 25 and 34, are the real target of Dear’s.

As they realize their purpose in life, their choices start to clarify. One of those purposes is to be seen as mature. Dear’s has already established this mature image. The theme, “accessible and positive maturity” developed by Forbes Consulting Group, target both generations without separating them. Traditionally the brand has taken a conservative approach to its advertising, using print advertising as its desired medium of communication.

Pros: Print advertising in magazines is successful in delivering a specific message to a medium but the selection of the magazine can also reinforce the image of the product. Cons: The downside is the higher cost. To advertise in newspapers and outdoor is sees costly than in a magazine; however, there are serious drawbacks. Firstly the print quality is poor. Secondly, clutter is high – as consumers see many advertisements, their power of information retention and remembrance goes down.

Since the company embarks on acquiring a new customer segment which is substantially different from its existing one, care must be taken to prevent any overlap in exposure in diverse messages. For any retention campaign, magazine print advertising should be the mainstay given its ability to target very select audiences and to protect a brand’s image. It is essential that the print messages only be received by their intended audiences and not the other group because exposure to both messages could either confuse the positioning of the brand in the mind of the recipient or make him reject the message entirely.

The brand has recognized the need to employ innovative methods of attracting new customers. I feel that On-site sampling opportunities are an effective way of building awareness of the brand. Not only will the brand representatives be able to address any concerns of taste with the bar patrons but also be able to demonstrate the types of sixes that would work well with Dear’s. This level of face-to-face interaction can work to build trust with the target and is something that cannot be achieved through print.

When our intended target segment sees pleasant, articulate and eloquent people enjoying Dear’s, there can be a positive spin-off in the form of aspiration’s sales where the potential consumer might perceives himself be more like the brand representative. On-site promotion can influence the target to purchase Dear’s in a location where the product is readily available. There are many advantages to this. First of all, the cost per event is reasonable. Secondly, the presence of brand representatives and Dear’s posters, coasters and table tents will help exclusively focus on the potential target by working as a POS (Point of Sale).

The reaction of the subject to the product can also be gauged, reported and researched. The addition of a senior brand marketing manager is necessary if the company is to execute an acquisition campaign that will rely heavily on on-site promotion to stimulate trial and re-purchase of the brand by innovators and early adapters. Although this brand manager has considerable experience in onsite promotion in rockery stores, alcohol may prove far more challenging given the social attitudes and legal constraints that surround it.

To counter that, the company has maintained a promotional agency to manage the on-site promotions. This promotion agency is events are to be staged. Conclusion It is evident that we know too little about it. More information is required prior to embarking on an aggressive sales campaign. It is imperative to understand why the consumer chooses one type of liquor over another and one competing brand over another. For example, Tequila has been the one type of hard liquor that has enjoyed popularity over the past decade, translating into higher sales.

Extensive research to gain insights into the popularity of tequila and the steps taken to ensure that the popularity would be desirable could be incorporated into our own marketing campaign. Besides, what evaluative process (while making a purchase decision) the consumer employs when evaluating choices among hard liquors and other competing brands of scotch is pertinent. Other information like social factors which can influence a purchase decision should also be sought. The question of consumer research into the buying patterns of the acquisition segment must also be discussed.

Launching a programmer without conducting research could provide the company with additional revenues more quickly but could also refrain from opening a window of opportunity to gain a foothold in a new, potentially sustainable segment in a region of the country that accounts for the highest number of sales.

Preliminary measurement of the onsite trials is a necessity which can be best achieved by monitoring sales on Dear’s in sites chosen and neighboring bars immediately after an event is staged. In this manner the company can monitor to hat extent the trials have stimulated further purchases.

The Fenn School Speech

A heartfelt, personal speech that incorporates specific references about the honoree.
Industry: Education

Following Headmaster Jones is like following a great jazz band with just a triangle and a stick. But I’ll do my best keep the beat.

I’m honored to represent the Board of Trustees tonight in this very special tribute to an extraordinary teacher and person. On behalf of the Board, I’d like to congratulate you, Jim, on your distinguished career and thank you for your unending dedication to fulfilling the mission of the Fenn School.

We’ve heard a lot of great stories tonight about Jim Carter. And given the opportunity, I’m sure we could probably share stories for days. Stories about Jim’s keen ability to merge gravitas and authority with clear care and dedication to each boy’s growth. We’d probably chat about how Jim demands respect in the classroom but does so without using intimidation or fear. Or how the boys learn about treating others with respect and courtesy because they observe how Mr. Carter treats students and faculty. We’d talk about how Jim attends numerous events of current and former students – “his boys,” as he refers to them – including sporting events, graduations, and even weddings…and how he might even shed a tear or two depending on the occasion. We’d probably all agree that a Fenn student’s education begins the day he meets Mr. Carter, because Jim not only teaches through exceptional instruction, he teaches by exceptional example. There’s no doubt that Jim embodies the mission of the Fenn School to teach boys to live a full and responsible life, by living a full and responsible life through his work as a teacher and mentor.

Yes, given several days, we’d continue to commiserate about Jim and the 40 years he’s dedicated to the Fenn Mission and the 1,600 boys that have passed through his classroom. But there’s just one story I’d like to share right now that I believe encompasses who Jim is as a teacher, a mentor and a person. It’s a simple story, really, but one that I believe leaves an indelible mark on Fenn boys and reveals the most about Jim’s character.

In talking with my sons and their friends, who are all Fenn graduates, it’s become clear that Jim offers them a very simple, almost subtle right of passage into adulthood. It happens in a quick moment, but the magnitude of the gesture is never lost on the graduate. Here’s what my sons and their friends all point to when they speak of Mr. Carter: Upon becoming an alumnus of Fenn, Mr. Carter shakes a boy’s hand and says, “Now you can call me ‘Jim’.” In that instant, Jim manages to not only “elevate” – my son’s word – a boy’s status in the world but he also communicates that in his new adulthood, that boy is not alone. Because Jim will always be there.

The Fenn mission states, among other things, to meet every young boy’s need to be “inspired by heroes”. If there ever was a real live hero at Fenn to inspire young boys, it is, undoubtedly, Jim Carter.

And equally, undoubtedly, Jim will continue to inspire no matter where he goes. But since he doesn’t have a cape to carry him from place to place to spread inspiration among the world’s youth, the Board and I would like to help him out a little bit. To honor his exceptional career, we’d like to present Jim and Jean with a trip to New Zealand and Fiji.

[invite Jim to come to the stage]

Jim, as you move on from Fenn, we will miss you but we also know you’ll never really leave. You have touched all of us – students, faculty, staff and board members – in the special way that only Jim Carter can. Please take this gift as a token of our gratitude. For you and Jean, we wish you all that you wish for yourselves

Just Dog Clothes Press Release Example

News linking clothing line to current events.
Industry: Fashion


JustDogClothes.com Launches Large Dog Winter Wear To Address ASPCA Advisements
Protecting pets from the elements with functional fashion is a priority for dog clothing manufacturer.

With record-breaking snowfalls on the Eastern Coast of the US, the demand for practical dog clothing has increased. In their Top Ten Cold Weather Tips For Dogs, the ASPCA suggests that owners “Consider getting [your dog] a coat or sweater with a high collar or turtleneck with coverage from the base of the tail to the belly. For many dogs, this is regulation winter wear.” In response to this advice, JustDogClothes.com announces the addition of large sizes to their online dog-clothing store just in time for the coldest months of the year. Express ordering via UPS Priority allows customers to get their dog sweaters, parkas, reflective jackets and more within three days so they can take care of their pet properly this winter.

When outside in the cold, a little extra padding can help prevent weather-related illnesses in dogs. Dog clothing doesn’t just keep their outer bodies warm; it keeps their inner organs healthy with warm blood flow. From Pomeranians to Great Danes, JustDogClothes.com offers items to keep dogs of all sizes warm, healthy and stylish. Made with the finest materials of wool, fleece, and acrylic, most items are machine washable and all are comfortable for your pet. JustDogClothes.com provides a dog measuring system so you can be sure to order the correct size for your dog.

No longer just a fashion statement for the elite, functional and stylish dog clothing is now practically mandatory for the mainstream. Available in small, large and extra large sizes, creative designer fashions from JustDogClothing.com allows owners to keep their pets warm and healthy without compromising style.

About JustDogClothes.com
JustDogClothes.com has been serving dog owners and their best friends online with quality products and services since 1999. They strive to provide products that are functional and fashionable, always keeping the health of the pet as their priority. JustDogClothes.com proudly guarantees excellent customer service, great value and safe shopping online. Their head offices are in New Zealand with partners in Ohio.

Titan Entertainment Press Release Example

Launch announcement of ground-breaking TV entertainment program.
Industry: Entertainment


Titan Entertainment Launches New Sporting Event Hybrid With Television Pilot, “Titan Fighting Championship”

Titan Entertainment is breaking ground in the rapidly growing industry of Mixed Martial Arts (“MMA”) with the Titan Fighting Championship (“TFC”) television series which will combine the gritty reality of the MMA events with the theatrical aspect of World Wrestling Entertainment (“WWE”). The first episode of the TFC, The Red Rumble 2007 Fighting Tour, will be shot in Kansas City, Missouri on March 23, 2007. DJ Hurricane of The Beastie Boys will spin tunes for the Red Rumble Extreme After-Party at Harrah’s Voodoo Lounge and adult film star, Brittany Andrews, will be on hand to sign the Women of TFC posters.

While the WWE is known for its pre-staged theatrics, the MMA is popular because professional fighters from different disciplines are pitted against each other without pre-determined outcomes. Titan Entertainment’s TFC series will combine the best of both worlds by surrounding unpredictable professional competitions with a plush VIP section, celebrity appearances and the beautiful Women of TFC.

Titan Entertainment will kick off the Red Rumble 2007 Fighting Tour with a regional model search in association with Entercom Broadcasting in Kansas City and two of it’s radio stations, 610 AM Sports and 98.9 FM The Rock. The Women of TFC contest will be hosted by Harrah’s Voodoo Lounge on March 2, 2007. Brittany Andrews, the honorary “First Woman of TFC,” and the contest winners will participate in the pilot, appear in a promotional Woman of TFC poster and attend the after-party to personalize the posters.

But the March 23rd pilot is just the beginning. Titan Entertainment plans to shoot an additional ten events in 2007 for the Red Rumble Tour. For 2008, they’re developing Battle Of The Titans, an international championship tournament open to all professional fighters regardless of their promoter affiliation. They hope to have world-class competition and grand prize money that will reflect the level of the first Titan World Champion.

“We’re working to create several qualifying tournaments around the globe in locations such as Tokyo, Moscow, Sydney and several places in the United States with the final event taking place in either Las Vegas or Atlantic City,” says Joe Kelly, President of Titan Entertainment. “We’re in the early stages, but were committed to making this a reality and hope to be partnered with a major television network. We’re confident that the grand prize amount could be at a level never before seen at a tournament, which is a sure way to draw gladiators from across the globe,” says Kelly. “Now that would be fun.”

About Titan Entertainment
Titan Entertainment LLC, based in Kansas City, Missouri is a professional sports entertainment company that produces World Championship Boxing events. Titan Entertainment has produced events in connection with companies such as Showtime Entertainment, ESPN, Harrah’s Entertainment, Univision, and Metro Sports in Kansas City

Skin Revolution Press Release Example

Announcement of new natural skin product line.
Industry: Health and Beauty


Skin Revolution Launches Skin Care Products Containing Seabuckthorn Oil, A Natural Anti-Aging Ingredient.
New products contain historically proven natural ingredient to fight the effects of aging.

Recently launched at the IBS New York/American Spa Expo in April, 2006, Skin Revolution’s new line of skin care products utilize natural Seabuckthorn Oil to nourish, revitalize and restore damaged or aging skin. Already available in some spas and salons in New York, the line boasts the popular Wrinkle Defense Night Cream, which reduces lines associated with stress and aging. Other products include: Acne Lotion, Stretch Mark Cream, Revitalize Eye Gel, Rejuvenate Day Cream, Acne Cleanser, Skin Toner, Gentle Cleanser, Skin Softening Foot Cream and Hand Lotion. Ranging in price from $19.99 to $69.99, each product contains the natural rejuvenating skin ingredient, Seabuckthorn Oil.

Historically proven as an effective natural skin care remedy, Seabuckthorn Oil promotes tissue regeneration and also works as an anti-oxidant. Skin treated with Skin Revolution products looks healthier because it is healthier, from the inside out. Healthy tissue cells mean reduced wrinkles and puffiness, without the harmful affects of unnatural chemical remedies.

“Most people want to look younger,” says Tony Caruso and Carlo Gervasi, co-owners of Skin Revolution. “And looking younger just means that you have healthy skin. We wanted to provide a natural way to rejuvenate skin, and the best way to do that is to give your skin the nutrients it needs to be healthy. Skin Revolution created products with Seabuckthorn Oil to offer an alternative to going under the knife or getting skin-stressing chemical shots that don’t last. You just use these products as often as you see fit.”

Biological studies suggest the restorative action of Seabuckthorn Oil may be due to its high content of essential fatty acids, carotenes, Vitamin E, flavonoids and phytosterols – all of which are important for the maintenance of healthy skin. As we age, and particularly when we are stressed, these essential compounds are depleted. By applying products with Seabuckthorn Oil, we give our skin nutrients it may be missing. Tissue regeneration enhances the growth of healthy cells while the anti-oxidant properties help reverse the damaging effects of the sun. The Skin Revolution products also include Bio-Transderma, an ingredient that assists in the proper absorption and quick assimilation of the product into the skin.

About Skin Revolution:
Skin Revolution is dedicated to providing products that utilize historically proven natural ingredients for skin care remedies. Choosing facts over hype, Skin Revolution offers products that are geared specifically for healthy skin, easy to use and safe for the body.

Ayana Apparel Press Release Example

Launch announcement of sun-protective clothing line.
Industry: Fashion


Ayana Launches Fashionable Lines of Sun Protective Clothing

Continuing to revolutionize the clothing industry, expanding brand, Ayana Apparel, has yet another line of stylish sun protective clothing ready for Spring and Summer of 2010. Both the Signature Collection and the Amaranth Collection boast built-in sun protection that doesn’t wash or wear out. Made in Los Angeles, this certified UPF clothing is currently available through Ayana’s website, www.AyanaApparel.com and in selected boutiques.

Ayana’s focus has always been to create sun protective clothing without compromising fashion-forward styles. Each garment in these two casual beachwear lines is tested to guarantee 97.5% protection against UVA and UVB rays. Made with high-end Japanese fabrics, each collection contains eight soft, lightweight items such as tunics, tops, shawls, scarves, tunic dresses, cover ups and wrap skirts. Available in sizes from XS to XL, these garments can be worn on and off the beach – over bathing suits or with denim jeans for a comfortable yet classy look.
While the Signature Collection is made of 100% organic ivory cotton with ivory dots and unique trims like laces or ruffles, The Amaranth Collection’s 100% cotton pieces are made of a contrast fabric that incorporates handmade prints.

Co-founder and Creative Director Sonja Gfeller created Ayana Apparel out of a need for functional clothing that was also stylish. “I’ve always been extremely health conscious,” explains Ms. Gfeller. “But applying sunscreen repeatedly became tedious and messy and the only sun protective clothing available was dull and unattractive. I developed Ayana Apparel to combine function with fashion for women who refused to give up their personal style or compromise their health. Our Spring/Summer lines are especially applicable because these are the seasons when people spend more time outdoors.”

Ayana’s sun protective clothing is achieved by mixing zinc oxide (an important element in sunscreen) directly into the dye used on the fabric that will not wash or wear out. As the days heat up, Ayana expects sales to rise also as more active, independent and fashion-conscious women look for sun protective clothing they can wear in style.

About Ayana
Ayana Apparel is a sun protective apparel brand for women who are fashion-forward and forward-thinking. Geared toward women who are active and enjoy spending time outdoors, Ayana supports a healthy lifestyle while preventing the skin from premature aging, all while offering stylish options to fashion-conscious women. Ayana maintains stylistic integrity by offering a variety of styles and colors so there is something for every taste.

The Crooked Eye Press Release Example

Announcement touting film’s latest success in festival circuit.
Industry: Entertainment


Hit The Fan Productions Announces L.A. Premiere Of
The Crooked Eye In Dances With Films Independent Film Festival

The latest short film from Hit The Fan Productions, The Crooked Eye, will have its Los Angeles premiere on June 9, 2009 at 5 p.m. at Laemmle’s Sunset 5 as a part of the Dances With Films Independent Film Festival. Chosen by the festival to be a part of an exclusive block of CGI shorts, the film will be discussed by a panel from the Visual Effects Society prior to the screening. Tickets are $12 and can be purchased via the Dances With Films website at http://danceswithfilms.com/09_schedule.html.

Dances With Films supports and celebrates the true independent film spirit by mandating that only films without celebrity actors, writers, directors or producers will be selected for festival competition. Despite being narrated by Academy Award Winner Linda Hunt, The Crooked Eye was accepted because of the independent nature of the production, which was adapted for the screen, directed and edited by an unknown artist, D.C. Douglas. In addition to Mr. Douglas, just three special effects technicians created the CGI environment of the 18-minute film.

Starring Fay Masterson (Eyes Wide Shut) and Katherine Boecher (Heroes), The Crooked Eye follows a quiet woman through her daily drudgery one St. Patrick’s Day. A surreal journey that drifts through memories of a recently unraveled marriage, The Crooked Eye dreamily connects the guilty moments that made her world so unreliable. Adapted for the screen, The Crooked Eye is based on the short story of the same name, written by Betty Malicoat.

Having already received rave reviews from the FilmWorks Festival in Fresno, Ms. Malicoat’s town of residence, The Crooked Eye is playing up and down the West Coast this month, most notably at the prestigious Palm Springs International ShortsFest at the end of June. The short film will also screen at the Reno Film Festival and SSG Summer Shorts Festival and has already won an award for best narration from the Seattle True Independent Film Festival. To date, the film has been selected for ten festivals, both domestic and international.

The Candy Palace Press Release Example

Newsworthy hook & story linking young author to non-profit organization.
Industries: non-profit and publishing


Nine-Year-Old Author Inspires Foundation To Feed The Hungry

Nine-year-old Isabel Janavs’ original story, “The Candy Palace,” a playful adventure that follows a young girl as she tries to undo the magic spell of a well-meaning candy monster, teaches children the importance of helping others. Creative and tenacious, Isabel wrote the story with thoughtfulness and purpose, expressly wanting to show other children that there are kids who need help from other kids. It was this combination of creativity and sensitivity that inspired the MMJ Foundation to develop The Candy Palace Program. This program sponsors an annual writing contest that transforms the original story of one Orange County child into a published, illustrated children’s book whose full proceeds are donated to the Kids Cafés Program of the Second Harvest Food Bank of Orange County. Though the story “The Candy Palace” was not discovered through a writing contest, as the inspiration for the program, it will be the first book published through the program of the same name.

The foundation’s president and, as it happens, Isabel’s mother, Michelle Janavs, recognized an opportunity to encourage and empower children to help others while also promoting reading, writing, and creativity. “Isabel is my daughter but she absolutely surprises me every day with her passion for helping others and her voracious creativity, explains Mrs. Janavs. “I know she’s not the only young person in Orange County with these qualities and I wanted to provide kids with a way to help others that were also fun and resulted in an exciting, tangible achievement. These young authors see their stories published into a real book and the hungry children of Orange County are fed. In fact, it was Isabel’s idea to donate one hundred percent of the profits to Kids Cafés, so I can’t even take full credit for that.” Kids Cafés provides after-school snacks and summer meals as well as nutrition education to underprivileged children throughout Orange County. This program, in particular, has become increasingly important over the last couple of years, as the amount of food needed has increased while donations have decreased due to the recession.

The writing contest will be held annually for Orange County children of all ages and a grant will be provided to a professional children’s picture book illustrator to help create the finished product. “The Candy Palace” will be illustrated by J.H. Everett and will be available for purchase and to retailers in September 2010. A Hope Medal will be awarded to both author and illustrator for their efforts and inspirations.

The Candy Palace Program may be in its infancy, but the MMJ Foundation is confident that Isabel’s story and her book will be just as inspirational to other Orange County children as it was to the MMJ Foundation itself.

Baby Abuelita Press Release Example

Teaser announcement linking popular toy to International Toy Fair.
Industry: Children’s toys


International Toy Fair Gets Sneak Peek At Baby Abuelita DVD
45 minute DVD featuring animated Baby Abuelita characters as teachers of Hispanic culture.

Riding on the wave of rapid growth and popularity, Baby Abuelita Productions will be previewing the first in a series of animated DVDs for the Hispanic children’s market at the New York City International Toy Fair on February 16 – 21, 2008 in the Jacob Javits Center. The Baby Abuelita Family Fiesta DVD is the most recent installment of award-winning Baby Abuelita products that preserve Hispanic heritage by teaching children traditional songs, dances, folklore and language.

The Baby Abuelita direct-to-home DVD follows Abuelita Rosa, Abuelito Pancho and their grandchildren through three 15 minute episodes designed to teach Hispanic culture through educational, entertaining stories and adventures that include music and dances.

Each episode contains one traditional Spanish language lullaby and one original song written exclusively for Baby Abuelita’s Family Fiesta video series by Grammy Award winning artists Joel Someillan and George Noriega of Jollipop Entertainment.

“Baby Abuelita distribution grew so rapidly we knew right away there was a great demand for Hispanic-centered products,” says Carol Fenster, Baby Abuelita CEO. “We want to use every current medium we can to teach children about their culture and heritage. We’ve got dolls and books; DVDs are the next logical step to bring these characters to life. We hope the International Toy Fair will help us reach an even bigger audience.”

Since its launch of www.babyabuelita.com in 2005, Baby Abuelita has more than tripled the size of its national distribution to over 3,000 stores. Multicultural initiatives at major retailers across the country have highlighted Baby Abuelita products in their holiday promotions, which led to an investment partnership with Dany Garcia Johnson and Dwayne “The Rock” Johnson’s wealth management firm JDM Partners LLC.

The Baby Abuelita collection currently features four dolls: Abuelita Rosa, Abuelito Pancho, Baby Andrea and Baby Tita. Each 17 inch plush doll sings a different group of songs in a voice reflective of the doll’s character and comes in packaging designed to look like a rocking chair. Also included is a hardcover interactive sing-along book, Sing Along with Abuelita Rosa, with songs in both Spanish and English.

Baby Abuelita branding continues in Spring 2008 with the launch of the Baby Mimi doll, an infants and children linen line and a line of children’s bedroom slippers made in the likeness of Abuelita Rosa and Abuelito Pancho.

About Baby Abuelita
Baby Abuelita was founded by two working moms who shared a goal to leverage traditional Spanish-language childhood songs to ensure that Hispanic heritage is preserved, passed along to the next generation and easily accessible for everyone. Visit www.babyabuelita.com for more information.