Background

QuakeHold! is the oldest and largest manufacturer of earthquake safety fasteners in the United States and Japan. Although QuakeHold! was well-known in its home base of Southern California, the company wanted to increase its visibility and sales in other earthquake-prone markets.

Strategy

QuakeHold! selected LCI to design a public relations strategy to boost sales of QuakeHold! Products. LCI crafted both a national and a regional strategy around the 100th anniversary of the 1906 San Francisco Earthquake that positioned QuakeHold's representatives as the "go-to" experts for preparing the inside of one's home or business prior to an earthquake.

Tactics

LCI began the QuakeHold! promotion by developing key messages and a full press kit, including a "Top Ten" list of earthquake preparedness suggestions. LCI developed promotional partnerships with Bay Area institutions, such as the Oakland Museum of California, for special events and exhibitions around the anniversary. LCI offered hands-on product demonstrations to reporters including the New York Times and San Francisco Chronicle. Finally, LCI crafted a rapid response plan to leverage the message of preparedness as earthquakes of all levels and in all markets occurred.

Results

The QuakeHold! campaign attracted significant attention in national and Bay Area newspapers, on Bay Area television and radio and in online media outlets, including: New York Times, San Francisco Chronicle, San Jose Mercury News, KPIX-TV, KNTV-TV, KGO-TV, KNSD-TV, KCBS-AM, KGO-AM, KQKE-FM and SFist.com. Overall, the campaign had more than 19 million gross impressions. Sales of QuakeHold! products were 41.4 percent greater during the campaign period versus the year before.