1. Generate new business for Panasonic Corporate Systems Company (PS), the U.S. systems development unit of Panasonic.
2. Raise positive, high-level awareness of the company among Panasonic corporate leadership.

Strategy
In addition to creating sales materials and orchestrating a range of external PR campaigns targeting mainstream and tech media, RBI focuses on internal corporate communications, working to position PS as a trailblazer for Panasonic to enter entirely new markets. To this end, RBI consistently places PS stories in Panasonic company newsletters and produces a corporate DVD presentation focusing on an innovative PS digital video coaching system created for the San Francisco Giants.

Results
PS receives hundreds of hits in publications and outlets serving new markets, leading to several new projects, including a major sports technology venture. RBI’s S.F. Giants DVD, meanwhile, filters upward though Panasonic’s executive ranks, and PS soon receives the ultimate company honor -- a presenting role at the Annual Panasonic Policy Meeting, narrowcast to over 30,000 managers and executives worldwide. RBI keys development of the successful presentation, including speech copy, video, graphics, and speech training. PS, one of hundreds of Panasonic divisions worldwide, is now playing a vital role in shaping Panasonic’s corporate vision and strategy – spearheading an expansion beyond retail/wholesale “boxes” and into new markets requiring more creative, customized systems solutions.

Client
AUTOBYTEL INC. (and sub-brands: Autobytel.com, Autoweb.com, Carsmart.com, Autosite.com, Automotive Information Center, Applied Virtual Vision)

Goals
Create brand identity and grow revenue for first-to-market company -- the world’s first online car-buying service.

Strategy
RBI PR works to educate the mainstream press about how the Internet can benefit dealers and buyers alike. The groundwork is laid by building a database of satisfied customers nationwide, providing subjects for network news shows and press stories and regional coverage. With the press buzzing and dealer subscriptions climbing, RBI launches second wave of strategy – a brief but intensive TV/print/radio ad campaign culminating with the first-ever Super Bowl commercial aired for a dot-com business.

Results
PR efforts produce over 1,000 media hits in the first year alone, including major hits on NBC Nightly News with Tom Brokaw, the New York Times, and The Wall Street Journal. The Super Bowl ad and preceding media blitz delivers unfolding, repercussive benefits, achieving a critical mass of consumer awareness that has sustained the company ever since. Over 4,000 dealers nationwide subscribe to the service in the first year, and the website attracts millions of unique monthly visitors. RBI and Autobytel.com are recognized by their peers and dubbed a “Top 100 Marketer” by Advertising Age. In the bigger picture, the company transformed the world’s largest industry, forever changing the way cars are bought and sold.

More Results
Eight years later later, RBI continues to lead PR for Autobytel Inc. The relationship spans from the company’s growth from a single car-buying web site to a diversified automotive marketing and dealer support services company. Today Autobytel generates over a billion dollars in sales each month through consumer traffic driven in large part by RBI PR, which delivered nearly $60 million in advertising equivalency value last year.

Client
SPAFINDER INC.

Goal
Help multimedia spa marketing and information company increase revenues through sales and marketing partnerships.

Strategy
Spa Finder, a 15-year-old business, is already well positioned in spa industry, with a relatively popular spa lifestyle and research magazine, consumer website, gift certificate program, and travel call center. So RBI focuses on growing the industry itself, using advertising and PR to communicate a new, more diverse spa experience -- including elements of fitness, spirituality, beauty, diet, family programs, lower-cost programs, etc. -- to mainstream and targeted audiences outside the industry’s traditional affluent, older female consumer niche. RBI also creates and executes low-cost Internet marketing campaigns, including monthly newsletters and special offers, to targeted customers.

Results
Spa Finder receives hundreds of media hits, including coverage in The New York Times, L.A. Times, Business Week and The Wall Street Journal, and features on “Good Morning America” and “The Today Show.” RBI radio campaign in Los Angeles market drives immediate 50% increase in gift certificate sales, while low-budget TV ads slotted on Travel Network generate exponential ROI.

More Results
Since RBI took over the Spa Finder account in 2001, the spa industry has more than doubled in size, and Spa Finder has ridden this crest of spa popularity to dramatically improve its operating metrics across the board. The company’s gift certificate program doubled between 2001 and 2002 and tripled between 2002 and 2003, site traffic tripled in this period, and magazine distribution and subscriptions rose dramatically (despite the magazine publishing sector’s general downturn). As a result of its market expansion, Spa Finder has struck new, profitable marketing partnerships with businesses ranging from GM and American Express to Fiji Water and Bloomingdale’s.

Client
THE HOLLYWOOD SIGN TRUST (the non-profit organization responsible for the maintenance, preservation and promotion of the world’s most famous sign)

Goal
Raise awareness of Hollywood Sign as the globally recognized symbol of the entertainment industry

Strategy
RBI creates the official Hollywood Sign website (www.hollywoodsign.org), featuring an in-depth history of Hollywood and the Sign, exclusive historical photos, 24-hour live webcams, NASA satellite Sign footage from space, and a fan mail section. As part of its government and media relations efforts, RBI helps orchestrate a massive New Year’s Eve light show hosted by Jay Leno. Broadcast live to a global network audience, the event was the West Coast’s contribution to a coordinated worldwide new millenium celebration also held at the Eiffel Tower, Times Square, the Egyptian Pyramids and other of the world’s most iconic settings. On an ongoing basis, RBI also responds to Sign fan mail and questions, works with reporters and photographers interested in Sign information and/or images, places positive Sign stories in local, national and international media, and organizes countless official visits to the Sign and film/video shoots.

Results
Website becomes a trusted information source for student, historians and fans. RBI helps cement the Hollywood Sign’s coming of age as a revered national treasure.

Client
CALIFORNIA ASSOCIATION OF MARRIAGE AND FAMILY THERAPISTS (CAMFT)

Goal
California legislation requiring medical insurers to cover qualified psychological care costs

Strategy
RBI leads PR and direct mail campaign to organize independent therapist members into unified State Assembly lobbying force. Lobby bloc persuades a sympathetic young state assemblyman (future Governor Gray Davis) to shape and push a bill to the California State Assembly.

Results
Davis’ bill passes, providing insurance relief for the millions of citizens -- state- and, subsequently, nation-wide -- requiring psychological therapies for a range of clinical diagnoses.

Client
PETE WILSON, CALIFORNIA GOVERNOR

Goal
Re-brand Pete Wilson following CA gubernatorial defeat; support political comeback

Strategy
PR, advertising (TV/radio/print) and direct mail campaign kicks-off subsequent San Diego mayoral bid. RBI campaign works to communicate new progressive Republican vision, emphasizing Wilson’s commitment to the environment and women’s rights – in effect branding the original “compassionate conservative.”

Results
Campaign connects with San Diego voters. Wilson wins in a landslide.

More Results
RBI fund-raising campaign kicks off Wilson’s victorious run to U.S. Senate – followed by an eight-year tenure as California Governor.