ShirleyBarr Public Relations | Media Relations

Problem 

Cornelius Nursery on Voss Road burned down in 2008 and it took 16 months to rebuild. Further, the venerable nursery launched in 1935 by Frank Cornelius Sr., had been sold to Calloway’s Nursery, a chain with 19 stores in the Dallas-Fort Worth area but lacking recognition in Houston.

Solution

Houston gardeners and gift shop customers needed to be reminded that Cornelius was among the first to pioneer container planting; that Cornelius on Voss and the location at Dairy Ashford both offer Gift Shops of Christmas merchandise and teach customers to create wreaths, swags and centerpieces, patterned after those created by Margaret Cornelius. In the early 1960s, Mrs. Cornelius also began creating extravagant ribbon bows that were extremely popular.

Results

In addition to the Marketing Department of Calloway’s reaching its growing online customer database with weekly specials and popular free clinics, Shirleybarr PR mounted a media blitz in February to promote Valentine’s Container Gardens where customers could bring their sweetheart (a child or a spouse would do!) and create a Valentine Container Garden together. Magnificent pots and blooms were featured on the cover of the Garden Page of the Houston Chronicle; Cornelius Voss Manager Eddie Russell taught KTRK-TV reporter Patricia Lopez how to Stretch Your $ with a Valentine container garden. Beginning in November, the loopy bow became “That Famous Cornelius Bow” and was featured on TV, in a step-by-step article in the Houston Chronicle, in Katy Lifestyle & Homes magazine and the Houston Heritage column of the Houston Business Journal. Cornelius had ordered more product than usual and still posted the best Christmas sales ever in 2011!

Product Launch

Problem 

Dreyer's Grand Ice Cream, Oakland, CA, wanted to penetrate the Texas premium ice cream market and obtain at least a 10 percent market share in the face of a dominant market position owned by Blue Bell Ice Cream headquartered in Brennan, TX. The local distributor was Sunbelt Distributors, which also had won a place for Haagen-daz and Ben & Jerry's in the Texas frozen dairy cases.

Solution

Blue Bell was attacked as the acknowledged leader with a campaign that insisted "Mooove Over Blue Bell, here comes Dreyers." Public relations with business, consumer and television media was the spearhead of a campaign that included direct mail, couponing and television advertising. A pervasive media campaign featured a series of media events, among them Pardon This Cold Call media and samples: the introduction of Texas Pecan Pie ice cream partnering with Austin's Threadgill's famous pecan pie; and saturation media coverage on television and print based on the interviews with John Harrison, the Man with the Million $ Taste Buds and a community road repair project "The only rocky road should be ice cream." There were 65 media breaks in eight months, including 8 television segments in Austin and Houston.

Results

The first month Dreyer's reported $400,000 in sales, growing to a 12 percent market share in the first 13 weeks. In the second quarter, this share was expanded to 14 percent of the Texas market. Dreyer's called it the most successful launch of the ten markets it was entering at that time.

Managed Care Public Relations

Problems    

Aetna Healthcare was transitioning from a traditional insurance company to a managed-care company as it entered the Houston market. It needed to become a major player quickly in a marketplace already saturated with well-known managed care companies.

Solution

We initiated and organized a half-day symposium on President Clinton's healthcare proposals at St. Luke's Hospital. We placed Aetna's South Texas CEO on a stage with the CEO of St. Luke's, a member of the President's task force on healthcare and a U.S. Congressman. The target audience included healthcare professionals and human resource managers. This kicked off an ongoing public relations identity campaign for the company.

Results

News coverage garnered Aetna high visibility and profiled its executives alongside highly credible and well-established leaders in the medical community. The company jumped from having little market share in Houston to become the second largest managed-care company in this market.

Law Firm:  Raising Profile, Attracting New Clients

Problem    

A prominent Houston law firm had a few breast implant cases but knew there were more out there.

How to reach other women who have had pain and suffering with silicone breast implants, directing  them to the law firm who will work to get them the compensation they deserve?

Solution

Shirley Barr developed a program of education and information that included partnering with a national organization for women with breast implant problems, and a Texas media tour with a spokeswoman Attorney Patricia Hill, who as a State Representative was responsible for the bill requiring insurance companies to pay for mamograms. During media interviews, a 1-800 # to the law firm offered a brochure with information about breast implant concerns.

Results

The few original cases grew to hundreds in a few months, resulting in some record-setting jury verdicts for the law firm and legislation that led to taking silcone breast implants off the market.