One of BCI's most rewarding branding projects has been with a very sophisticated hotel development firm, The Robert Green Company (therobertgreencompany.com). It is a boutique company in size, yet it has a track record and hotel product second to none. The Robert Green Company develops and finances luxury resorts throughout the US. Iconic properties include Four Seasons Jackson Hole and Four Seasons Silicon Valley.
The Robert Green Company retained BCI in early 2012 to assist with marketing and media relations for the Company and its downtown San Diego development, Pendry San Diego. In a few short weeks, BCI worked with over a half a dozen vendors to prepare The Robert Green Company to present information on Pendry San Diego to international investors in Shanghai. BCI worked with printers, graphic designers, and photographers to design multiple marketing materials including a tradeshow booth, brochure, personalized flash drives, folders, and a PowerPoint presentation—all of which were also translated into Mandarin. During a particularly fierce ramp-up phase in the company's maturation, BCI also wrote, designed, and developed two (2) separate websites for The Robert Green Company, while consulting in Media Relations and Public Affairs. BCI's work for The Robert Green Company illustrates the broad range of services and expertise that BCI can provide in marketing and branding.
Affirmed Housing Group (affirmedhousing.com) approached BCI in early 2010, requesting that BCI assist with the grand opening of its newest project, Ten Fifty B, the tallest all-affordable residential tower on the West Coast. After a successful event attended by over 300 guests including media, industry VIPs, and elected officials, BCI has become the agency of record for a national leader in green, affordable multi-family housing.
Since partnering with Affirmed Housing Group , BCI has performed corporate communication services, media relations, and special event services for Affirmed Housing Group and over a dozen of its projects throughout California including: Ten Fifty B, Riverwalk, Magnolia Court, Sage Pointe, Connections Housing, and Lotus Garden. BCI has been successful in garnering national media coverage for Affirmed Housing Group and its state-wide projects.
BCI partnered with Turner Construction Company (turnerconstruction.com) in August 2009 to represent the San Diego business unit. Since then, BCI has garnered over a hundred national, regional, and local news articles and dozens of television features, including a full-page spread in the San Diego Union-Tribune, with a readership of over one (1) million. BCI represented Turner Construction Company from construction through completion of its signature projects: the $185 million San Diego new Central Library and the $1 billion Green Build Terminal 2 Expansion at the San Diego International Airport. As a result of this regional success, BCI increased its geographic scope, representing the company through the Southern California region, including Los Angeles, Orange, and San Diego Counties, and in Arizona.
In support of Turner's Anaheim and Los Angeles offices, BCI has provided a full range of media relations and marketing services from October 2010 through May 2012, including: competitive website analysis, brochure design, writing and project management, and production of multiple promotional videos featuring client testimonials. Assisting the company win project bids, the brochures and videos have become the cornerstone identity pieces for Turner Construction Company, Southern California, and are used regularly in presentations to potential clients. BCI has also garnered feature stories in the Los Angeles Business Journal featuring Turner Construction Company's projects and executives.
BNBuilders retained BCI in 2015 to represent its growing San Diego business unit. Quickly after hiring BCI, the San Diego business unit landed its first ground-up construction project for Otonomy Inc.’s new San Diego facilities. In three months’ time, BCI learned about BNBuilders San Diego business unit, its projects, and its priorities; and was able to successfully plan and execute the company’s first groundbreaking with over 100 industry VIPs, media, and clients. BCI executed a seamless event and solidified a great relationship between BNBuilders and its client, Otonomy. BCI has continued to represent San Diego BNBuilders with its expanding operations that will double in size during 2016, and expand further into Los Angeles and Orange County. Additionally, BCI’s successful PR efforts in San Diego are being used as best-in-class examples company-wide, and duplicated in the founding Seattle office, where the company is headquartered.
In March 2013, the Del Mar Country Club (delmarcountryclub.com) retained BCI to promote their Second Annual Fundraiser to benefit the SEAL – Naval Special Warfare (NSW) Family Foundation. In less than three weeks, BCI was successful in garnering tens of thousands of dollars’ worth of media exposure, in an event that resulted in $1.6 million raised for the SEAL – NSW Family Foundation. Distinguished guests included New Orleans Saints quarterback Drew Brees, former NFL linebacker Donnie Edwards, and chef restaurateur and TV host Brian Malarkey, among others. The press release was picked up by more than 225 online media outlets, six (6) local print publications, and three (3) television news programs. Most notably, the event photo was displayed twice on the jumbotrons in Times Square in New York City and five times in Las Vegas. In early 2016, the SEAL NSW Family Foundation again approached BCI to promote is annual San Diego Fundraiser. BCI’s press release was again picked up by hundreds of media outlets and local press with a potential audience of more than 100,000,000.
After the San Diego Film Festival (sdfilmfest.com) came under new leadership in 2012, BCI was approached about managing the media relations efforts for the multi-day event. For the first time, the festival would take place in two locations: Downtown San Diego and La Jolla. Festival organizers needed help informing the public about the new location and the new leadership. After three months of intense media relations, BCI secured approximately 130 placements in local, regional, and trade publications and garnered 22 hits on local television. These placements had a reach of over 400 million people with an estimated ad value of over $700,000.
In early 2012, The Associated Builders & Contractors, Inc. (ABC) of San Diego, sponsors of Proposition A, retained BCI for a comprehensive public affairs and media relations campaign. San Diego's Proposition A, also known as the Fair and Open Competition Ordinance, requires that the City of San Diego be "fair" because it must treat union and non-union workers and contractors equally. It is also "open" because it requires the City to post online all construction contracts valued at more than $25,000 for public review. BCI crafted press releases, opinion editorials, and media statements to influence voters. Beth Binger also consulted on the overall PR strategy with the Proposition A communications team. With BCI's assistance, the ballot easily passed the June 2012 primary vote with 58% supporting the initiative.
In 2007, BCI carefully crafted and executed a deal which enabled its client, Liberty Station (libertystation.com), to host the casting call auditions for the 2008 season of the hit TV phenomenon, Amazing Race. Liberty Station, the redeveloped former Naval Training Center, is San Diego's newest premier destination to live, work, shop, and play. BCI thematically intertwined Liberty Station into the Amazing Race auditions by designing a passport which each auditioner took to participating Liberty Station merchants for a stamp, simulating the race segment of the hit show. BCI strategically designed the audition layout on Liberty Station's grounds to maximize merchant visibility and public awareness of the amenities at Liberty Station.
BCI successfully captured the national appeal of the show and promoted the event through all channels of communication including web, print, and TV. Thanks in large part to BCI's stellar relationship with KFMB, San Diego's CBS affiliate station, over 1,600 eager fans showed up on Saturday, December 8th, 2007 to audition for the show. The successful event drew excellent media attention and received a great response from auditioners for all that the seaside community has to offer.
One of BCI's most innovative clients, Spectrum Aeronautical (spectrum.aero) develops advanced composite business jets—extremely light-weight aircraft that will significantly reduce operating costs, particularly fuel consumption, and its materials won't fatigue or corrode. This is accomplished without any major sacrifices in comfort or performance, and will cost about half as much as comparable jets. The certification of Spectrum's technology is set to revolutionize the aviation industry. Spectrum's founder, Linden Blue, a legend in the world of aviation, is also Vice-Chair of General Atomics, known for its Predator surveillance aircraft which has proven to be one of the most versatile new aircraft systems in decades.
Retained by Spectrum Aeronautical in March of 2006, BCI has remained the sole agency of record, publicizing the company's two jets, the Independence and the Freedom. BCI has been instrumental in building awareness of the company internationally, working with editors in France, China, Mexico, England and across the United States to secure feature articles. BCI has garnered coverage in Robb Report "Best of the Best" 2006 & 2007, Altitudes (a French aviation publication), Business Jet Traveler, Desert Morning News, San Diego Magazine, 944 Magazine, North County Times, and the San Diego Union Tribune, among others.
One of the largest urban redevelopments in San Diego's history, Smart Corner (smartcorner.net) is a mixed-use condominium and office space development that combines residential living, an office building, ground floor retail space and mass transit all on one city block. It is the city's first residential living environment to feature its own onsite trolley stop. Truly a mixed-use development, Smart Corner exemplifies the principles of Smart Growth, an approach to urban planning which seeks the benefits of a close connection between jobs, housing, and public transportation.
BCI was recruited to execute the Smart Corner groundbreaking event and media relations. Seeking local and national media coverage, BCI capitalized on the star attraction of basketball legend, Earvin "Magic" Johnson of the Canyon-Johnson Urban Fund, an investor in the project. BCI strategically scheduled the groundbreaking on a Monday, creating a "Magic Monday" branding phrase used in all media materials. The event was so well branded that San Diego Mayor Dick Murphy used the phrase during his speech. BCI's media expertise earned Smart Corner unprecedented news coverage, as each broadcast news affiliate aired the event four (4) times amounting to sixteen (16) separate hits.
When Sheraton Hotels and Resorts Worldwide, Inc. (starwoodhotels.com) decided to launch its new bed concept in select markets across the country, BCI was chosen to debut the new "Sweet Sleeper" in San Diego. Seeking national coverage, BCI conceptualized the "Sweet Dreams Are Made of This" campaign, featuring a life-size replica of Sheraton's Sweet Sleeper made completely out of chocolate. The chocolate bed, created by Pastry Chef Bruce Wianecki, perfectly represented the Sweet Sleeper, complete with white chocolate sheets and a white and dark chocolate headboard, scored to look like wood grain.
Lauded as one of BCI's most successful launches, the campaign "Sweet Dreams Are Made of This" earned the Sheraton brand extraordinary media coverage. Sixty-seven (67) network affiliates nationwide covered the story, including major markets such as Los Angeles, New York, Chicago, Miami, Dallas, Houston, and Las Vegas, and it appeared on NBC Network's Today Show, earning Sheraton $300,000 of free publicity. Spanish language media also salivated over the concept. Telemundo network ran the story nationally, and Noticias ran the "How Sweet" campaign in LA.
After his work on the Sheraton Sweet Sleeper, Pastry Chef Bruce Wianecki received accolades from senior Starwood and Sheraton executives and became a celebrity among his peers.
In August of 2004, BCI was recruited by Tarsadia Hotels (tarsadia.com), the developer of Hard Rock Hotel, San Diego (hardrockhotelsd.com) to create and execute the launch of the real estate project. Following 18 months of public relations, marketing, and special events, the Hard Rock Hotel, San Diego sold all of its 420 units within just days of its launch, setting national records and achieving the most successful sales of any real estate project to date.
Playing a critical role in the Hard Rock Hotel, San Diego's success, BCI managed the media relations, design of special events, and recruitment of potential buyers including industry leaders and style-makers. BCI capitalized on the Hard Rock's national celebrity appeal and rock star vibe by working with feature entertainment acts Hoobastank, the Ying Yang Twins, and Benji Madden to produce a succession of increasingly larger and higher-profile events to secure local and national media coverage.
When the first Papa John’s Pizza (papajohns.com) in San Diego opened its doors in April 1997, BCI was its sole PR firm. BCI was the mastermind behind signature programs such as “Papa’s Heroes” and “Super Bowl Boot Camp,” a PR campaign which included authentic Marine drill sergeants to prep Papa John’s pizza makers for game day. This extremely successful campaign aired on 120 network affiliates nationwide.
Over the course of its term with Papa John’s, BCI secured television coverage on numerous occasions, including everything from a timed pizza-making contest, to appearances by Papa Johns’ spokesperson, legendary Padres pitcher, Trevor Hoffman. BCI generated hundreds of newspaper articles regarding store openings and new product offerings, and secured a cover photo of owner Brian Mills on the most widely circulated industry publication, Pizza Making Quarterly.
In September 2013, SVA Architects, Inc. (sva-architects.com), formerly MVE Institutional, retained BCI for media relations and business development services. Immediately, BCI was tasked with communicating the rebranding of the company, led by a new CEO, to media, clients, and potential clients. BCI crafted a comprehensive campaign to communicate the significant news, beginning with a traditional media announcement. BCI secured national media coverage in print and digital publications. BCI also wrote a personalized letter on behalf of the CEO to clients and potential clients, wrote new LinkedIn profiles for the company’s leadership, and is securing speaking engagements at national conferences. Impressed with BCI’s writing and digital capabilities, SVA Architects, Inc. recently expanded BCI’s scope of services, requesting an electronic newsletter to announce company news and project updates. This type of request is common for BCI’s clients; once a client experiences our stellar work, it leads to requests for additional expertise.
In early 2014, Stuck in the Rough, LLC retained BCI to craft a Media Relations and Public Affairs campaign for the Escondido Open Space Community Revitalization Initiative. The initiative, destined for the City of Escondido November ballot, will revitalize the former Escondido Country Club; 110 acres of blighted property in Northwest Escondido. The initiative will create a privately-funded $1 million open space preservation fund to preserve and protect open space by authorizing development of blighted land into public parks and playgrounds, hiking trails, open space, a community center with an Olympic-sized pool, tennis courts, and residential housing to benefit the entire Escondido community. BCI manages the governmental affairs campaign strategy, provides media and crisis management, and generates publicity and awareness of the community benefits of the initiative. Tactics include: crafting press releases, opinion editorials, and managing social media to land the initiative on the November 2014 ballot.
In early 2014, Stuck in the Rough, LLC (SITR) retained BCI for a public affairs and media campaign regarding the future of the Escondido Country Club property. Escondido's Measure H, also known as the Lakes Specific Plan, would redevelop the 110 acres of blighted property into designated open space, hiking trials, new single-family homes and amenities including a 10,000 square foot community center, with Olympic-sized pool and tennis courts, and state-of-the-art community playground for all of Escondido to enjoy. Additionally, Prop H would create a $1 million privately funded Open Space Preservation Fund for all of Escondido. BCI crafted press releases and media alerts, campaign videos, managed all social media and media statements, and consulted on the overall PR strategy to get Measure H onto the November 2014 ballot.
In the summer of 2015, Rudolph and Sletten, Inc. was busy constructing the $555 million new San Diego Central Courthouse. With a large public investment and dozens of project partners, the company recruited BCI to write a quarterly newsletter about the Courthouse’s construction to keep all partners and the public apprised of its progress. BCI also brought its branding expertise by developing a newsletter logo and it nearly doubled the newsletter’s distribution with its proprietary list of industry VIPs and elected officials. Shortly after completing the second newsletter with BCI, Rudolph and Sletten sought BCI’s assistance for the Topping Out ceremony for the 400-foot tall, 25-story project. BCI performed media relations, governmental relations, and event production services for the highly successful event which hosted 1,000 attendees including elected officials, industry VIPs, media, and more than 650 construction workers.
As the agency of record for Liberty Station from 2006 – 2011, BCI formed a relationship with the owner/development team at the former Corky McMillin Companies that continues today on a consultation/crisis basis. In recent years, BCI has assisted mcmillin with its corporate repositioning, media relations, and crisis management. In January 2016, BCI assisted when McMillin Realty was sold to Better Homes and Gardens Real Estate, a multi-million dollar deal that was a top story in regional news.
AVRP Skyport Studios recruited BCI in the fall of 2016, eager for a new PR partner to help with its numerous newsworthy announcements. First, BCI was tasked with assisting with the firm’s rebranding by announcing the merger of AVRP Studios and Skyport Studio. The new entity brings together the longevity, design excellence, and creativity of AVRP Studios with the highly regarded and innovative urban design specialist, Skyport Studio. The merger was formalized when the two regional firms joined forces for the $1.2 billion Seaport San Diego—the most significant urban, waterfront project in San Diego. BCI worked closely with the firm’s partners and media to tell the story of the world-class development’s stunning design. BCI also had the pleasure announcing the firm’s 40 th anniversary, and improved the firm’s profile by nominating and securing new awards for the firm’s principals. BCI continues to tell the story of the firm’s growth regionally, nationally, and internationally.
An up-and- coming affordable housing developer, Community Development Partners (CDP) joined BCI’s roster of clients in August 2016 when the firm’s need for public relations expertise outgrew its internal capacity. Immediately, BCI was tasked with planning a groundbreaking for an affordable development in Mesa, AZ. For the highly successful event, BCI coordinated vendors, secured the attendance of Mayor Giles and state-wide VIPs, and announced the event to local and regional media. BCI also announced the rebranding of one of CDP’s signature projects, “The Orchard,” one of the largest and most significant Permanent Supportive Housing projects in Orange County, CA. BCI continues as the firm’s media relations partner to announce the firm’s corporate and project news.