Case Study: A-Line Partners
Established in 2014, A-Line Partners is an independent retail research firm providing the investment community with detailed, methodical research gathered directly at the store level. A-Line partners engages a team of researchers that visit publicly traded retailers in major malls across the country on a weekly basis. This information is then aggregated to provide an accurate and detailed picture of what is actually happening at the store level nationally.
A-Line Partners founder, Gabriella Santaniello, wanted to generate exposure for herself and her company as experts on everything retail-related. And to be positioned as a leader in identifying business trends and retail psychology beyond the spreadsheet numbers.
McKendall Communications prepared a comprehensive public relations plan that kicked off with a media tour in New York to meet with key retail reporters at influential media outlets that cover the retail industry.
Challenge: Gabriella was an unknown entity in the retail media world and we did not have a specific media “hook” to tie to our visits to New York.
Tactics: The first and most important tactic was to create a media list that included the movers and shakers who cover the retail industry. Then, we drafted a compelling pitch letter that provided information on Gabriella’s unique background combining finance, fashion and retail. Finally, we conducted intensive one-on-one follow up to secure meetings with those key media during the two days spent in New York.
Results: McKendall Communications was able to secure appointments with retail reporters at Bloomberg News, Business Insider, New York Post, WWD and Wall Street Journal. As a result of these meetings, Gabriella has been quoted extensively by these and other reporters who have seen her comments in these outlets.
Following this successful media tour, McKendall Communications has conducted media tours in Los Angeles and Boston as well as additional visits to New York. From the rise of Instagram fashion influencers to the demise of the bralette, Gabriella continues to be a go-to expert on all things retail-related.