Golden Eagle Distributors
Management Succession
Background:
Headquartered in Tucson, Golden Eagle Distributors, Inc. is the exclusive distributor for Anheuser-Busch products across more than half of Arizona. In January 2003, Ginny Clements stepped down as CEO and treasurer of Golden Eagle Distributors, Inc., and her son Christopher Clements and daughter Kimberly Clements assumed the reins of the family-owned business. The company chose LP&G to announce these changes.
Goals:
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Reposition Park Place as a complete shopping and
entertainment venue, perfect for families
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Introduce the offspring taking top seats at the family-owned company |
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Showcase Ginny Clements' accomplishments |
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Create awareness of Golden Eagle Distributors and its new management team |
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Research:
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Evaluated all historic data, records, media coverage |
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Met with key executives to determine opportunities and potential problems |
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Interviewed community leaders and media to determine awareness, attitudes toward the company and issues to address |
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Strategies and Tactics:
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Counseled client on internal communications and community relations |
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Recommended and assisted with development of a new company-sponsored foundation, "Wings Like Eagles" |
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Developed a history of the company, executive profiles, fact sheet, news releases on announcement and assembled in a press kit |
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Coordinated press materials distribution with gala event for Ginny Clements' retirement |
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Created new contemporary logo and business package for entire company |
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Developed ads that ran in local magazines and trade publications |
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Established a new public service campaign for free cab rides home from bars during the holidays |
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Scheduled meetings with business editors of all Tucson print media |
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Provided media training; projected questions and crafted responses |
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Developed talking points for media interviews |
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Met with the Pulitzer and Gannett dailies in Tucson and the weekly business paper, Inside Tucson Business. Distributed kits to all other area and trade media |
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Results:
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Front page stories in all outlets |
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Subsequent positive letters to the editor |
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Comment from Irwin Goldberg, business editor of the Tucson Citizen, the Gannett newspaper: "I'd never met anyone from this company, and knew no one in the industry. Now I have a contact for industry trend stories.” |
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Ginny Clements stated that LP&G's work "far exceeded" her expectations. Christopher and Kimberly were also very pleased with the outcome |
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LP&G received countless comments (as did the client) about the positive and prominent coverage |
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Read about our work for Park Place Renovation and Forest City Groundbreaking Event. |
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