Dittoe PR client announces monumental acquisition

Plastic straws.

 

They’re small, convenient, inexpensive and seemingly harmless. Their use has been widespread amongst restaurants, retailers, consumers and businesses alike for several decades. However, this modern-day convenience also comes at a high price.

 

Plastic straws not only contribute to our rising plastic pollution crisis, but they’re unavoidably harmful to the environment, as they’re too lightweight to make it through the mechanical recycling sorter. Shockingly enough, Americans use more than 500 million plastic straws each day.

 

Enter Aardvark Straws.

 

Introduced in 2007 in response to the growing anti-plastic movement, Aardvark Straws offer an environmentally friendly alternative to plastic straws with their durable, FDA-compliant, marine degradable paper straws. They’re produced in more than 200+ customizable designs, making Aardvark Straws ideal for a large range of uses, including restaurants, weddings, holidays and more.

 

However, as the anti-plastic movement grew, so did the anti-plastic straw movement. People became increasingly aware of the dangers of plastic straws. Following the hard work of many activists and organizational groups, others began to take notice. Cities began to ban plastic straws, then major corporations did, too. Some of the world’s biggest brands, such as Starbucks, American Airlines and Hilton, all pledged to remove plastic straws from their companies.

 

As the movement grew, so did Aardvark. As the sole U.S. producer of paper straws, Aardvark was soon selling billions of paper straws to restaurants and establishments all across the globe. Business accelerated quickly, which led Aardvark to start thinking about what was next for the company.

 

With plastic straw bans occurring worldwide and the paper straw market on the rise, Wisconsin-based Hoffmaster Group saw an opportunity to capitalize on the rapidly accelerating demand for alternatives to plastic. Hoffmaster acquired Aardvark in August 2018. They invested in the brand because they believe in paper straws as a product solution and saw Aardvark as a natural extension of Hoffmaster’s premium portfolio of environmentally responsible, disposable tabletop products. Through the acquisition, Hoffmaster hopes to protect the environment and marine life, as well as to ramp up production in order to supply top grade paper straws to the marketplace.

 

As a longstanding client, Dittoe PR jumped on the opportunity to lead media relations efforts for Aardvark’s exciting announcement. We shared the news with local, regional and national media, which resulted in media hits in several major media outlets including Fortune, USA Today, CNNMoney, MarketWatch, Inc. and live TV interviews on CNBC and Fox Business News.

 

In addition to careful research and personalized pitching that led to such great media results, we also assisted with the thorough development of messaging for the acquisition. From messaging documents to customer questions to media interview prep sheets, it’s important when making such a major announcement that all messaging is consistent and accurate.

 

Ultimately, Dittoe PR was able to generate 240 media hits garnering 167,100,363 media impressions and a total publicity value of $1,917,878! We were overjoyed with the outcome of this campaign and are looking forward to continuing to lead Aardvark’s PR initiatives in the future.

Three tips for telling great brand stories through public relations

Everyone has said to someone, “I have a story to tell you.” Our brains are hardwired to tell and listen to interesting stories, not just facts or data.

 

Public relations professionals discuss storytelling all the time and do it every day, yet the term seems to have evolved into a buzzword in our industry. So, how do you define brand storytelling in PR?

 

At Dittoe PR, we are strong believers that every brand, company and founder have a compelling story to share. From advice on bolstering employee engagement to the proper disposal of pharmaceutical waste, every company can and should be an expert within their industry through brand storytelling. With diligent research and an eye for tying in relevant news angles (i.e. newsjacking), we specialize in developing compelling story angles to regularly generate prominent media coverage for our clients.

 

The tips below demonstrate the power of storytelling in PR and what it really means to tell stories on behalf of a brand.

 

The best brand stories are, in fact, stories.

At Dittoe PR, we pitch stories – not companies, products or services. We don’t tell stories that blatantly sell. For example, we recently successfully pitched a story about an Indianapolis father raising awareness and funds to help people, including his daughter, who are suffering from an incurable disease.

 

Storytelling was the most important part of this project. Our goal wasn’t just to land media hits, but to tell an extensive story – written by the perfect reporter – with the goal of reaching readers who will act. While collecting donations was one of the primary goals of the media relations campaign, building awareness about the disease was also a priority the client wouldn’t have been able to achieve without a customized pitch to tell this story. The story landed the front page of The Indianapolis Star, a top 100 newspaper.

 

The best brand stories initiate social change.

Another extraordinary example of successful brand storytelling was Lonely Whale’s Strawless in Seattle campaign.

 

Although the month-long campaign generated nearly 250 stories in the media and an advertising equivalency of close to $3 million, on a social impact level, Strawless in Seattle was ultimately more successful than the team ever imagined. As a result of the campaign, the city of Seattle announced they were banning plastic straws effective July 1, 2018. This summer, we’ve obviously seen a huge domino effect of companies and other cities doing the same.

 

The best brand stories bring real results for clients.

Through media hits, giveaways and influencer stories, PR and social media, storytelling positions Ironworks Hotel Indy as a trendy Indianapolis travel destination. This strategy has significantly boosted the hotel’s social interactions and followers across all platforms. When a local Indianapolis social influencer hosted a giveaway on her Instagram page for an Ironworks giveaway, the hotel gained nearly 400 followers in one day.

 

The metrics gained as a result of PR efforts are the best way to know where our stories are being told well. When PR pros tell compelling client stories to the right reporters at the right publication, their clients reach the right audience. That, in turn, engages with the brand and increases positive brand awareness and/or action.

 

Ready for us to tell your brand’s story? Contact Lauryn Gray at lauryn@dittoepr.com, or request a consultation today.

Three ways you should already be using LinkedIn

If you’re reading this, we assume you already have a LinkedIn profile and are familiar with the platform. (If not, what are you waiting for?) What you might not know, however, is that the social networking site is more than just a digital resume.

 

LinkedIn has enabled companies to share more information, recruit employees, gain valuable customer feedback, generate new ideas and more. Using the following platform tools strategically will help position you as an industry thought leader and lend additional credibility to your brand.

 

Take advantage of LinkedIn Groups.

LinkedIn Groups are virtual hubs on LinkedIn that provide a “place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts.” In order to connect with people in your industry, LinkedIn provides users with a recommended list of groups based on the information in their profiles.

 

Connect with your peers in a more meaningful way by starting discussions on hot topics in the industry or learning more about a new vertical with the help of an expert. For more on how to get started with LinkedIn Groups, click here.

 

Show and tell in your profile.

The first impression is everything, especially in the professional world. LinkedIn ranks users’ profiles based on the amount of information included. Make sure your LinkedIn profile is at the “All-Star” level by including your industry, position, location, a profile summary and a minimum of 5 skills.

 

Take it a step further by breaking your job description into different roles and responsibilities. For example, at Dittoe PR, I’m not just an Account Executive. I oversee strategic communications, professional writing, media relations, event planning, social media, design, and reporting among many other responsibilities. By including additional information in your profile, future employers and industry peers will see the value you provide to the industry at a single glace.

 

Ask for endorsements and recommendations.

In addition to including skills in your profile, users can seek endorsements for those skills from their colleagues, former employers, industry peers and more. Each profile should feature a minimum of five industry-related skills to both achieve “All-Star” status and share an overview of what you bring to the table.

 

Set yourself apart by requesting recommendations or statements written by a LinkedIn member to recognize or commend a connection, such as a colleague, business partner or student. People who view your profile will often read the recommendations you’ve received from your connections to see what others have to say about your work.

 

Questions? Leave them in the comments below or send us a DM on social media (yes – even LinkedIn) and we’ll get back to you!

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