Dolphin Mall

Issue:

Dolphin Mall wanted to promote the newly expanded portions of the mall, including a new parking deck, 32,000 sq. feet of restaurant space and a renovated Ramblas Plaza in Miami Florida.

Strategy:

The Conroy Martinez group leveraged their bilingual journalism contacts and South Florida regional knowledge to create an exciting opportunity for local journalists. Dozens of print, broadcast and online media were taken on a behind-the-scenes hard hat tour of Dolphin Mall’s renovations. On hand for interviews was the General Manager of the shopping center, the architect and engineer for discussion and questions.

Outcomes:

All of the local television stations as well as daily and weekly print publications attended the specialized tour which lead to both English and Spanish stories being published. The Conroy Martinez Group secured publicity that amounted to over 24 million impressions and more than 20 published stories.

Dolphin Mall General Manager, Pete Marrero was interviewed and quoted in The Miami Herald, Miami Today, The Real Deal, South Florida Business Journal and all major, local TV networks. This further positioned Mr. Marrero and Dolphin Mall as leaders in Miami retail.

 

JLG Industries Inc.

Issue:

JLG Industries, Inc. needed to generate brand awareness for their large industrial lifts—used in construction. JLG is one of the world’s leading designers and manufacturers of construction lifting and access equipment. To increase their presence in Latin America, JLG enlisted the PR talents of The Conroy Martinez Group to make a big announcement surrounding the purchase of one of JLG’s newest lift products by an important port in Mexico, the Port of Altamira.

Strategy:

The Conroy Martinez Group conducts an ongoing multi-pronged approach to the PR, Marketing and Advertising in Latin America on behalf of JLG Industries, Inc. The Conroy Martinez Group leveraged their media contacts to create a very successful public relations and publicity opportunity for JLG in Mexico. The Conroy Martinez Group invited dignitaries to assist in communications efforts. All PR efforts were focused on Mexico’s and Latin American trade publications, in addition to consumer publications.

Outcomes:

The Conroy Martinez Group secured twenty six media placements with an estimated audience reach of over 450,000. JLG Industries was featured on the cover with a two-page story in La Red De Altamira, the main daily newspaper in Altamira. JLG was also published in the top three Latin American regional trade publications, daily newspapers in Tamaulipas, Mexico and was featured across a variety of Latin American online publications and social media.

 

The Falls Shopping Center

Issue:

The Falls Shopping Center had been extensively damaged by Hurricane Andrew. After an extensive rebuild and renovation, they needed to get the word out that they were ready for business. The Falls Shopping Center had doubled in size, providing more retail and dining experiences than ever before. It was essential for The Falls Shopping Center to feature their unique shopping features including the calming and beautiful waterfalls.

After the initial launch, The Falls Shopping Center wanted to stand out from the shopping center crowd and create an exciting, sustainable event to increase their essential holiday traffic annually.

Strategy:

The Conroy Martinez Group built on The Falls Shopping Center’s established brand theme involving mermaids. They coordinated with the existing efforts by showcasing the cast of King Neptune and mermaids to announce “Let the Waters Flow at The Falls!” This Grand Reopening theme helped to position and differentiate The Falls from their competitors and was extremely successful attracting thousands to the shopping center.

For ongoing awareness at the key holiday shopping season, The Conroy Martinez group created “The Miracle on 136th Street Parade”. This annual parade attracts 20,000 shoppers to The Falls Shopping Center. The Conroy Martinez Group managed all aspects of the public relations, marketing, script writing, participants, and local Girl Scout troupes to grand marshal the initial parade. Throughout the years since the parade’s inception The Conroy Martinez Group secured an American Idol finalist from South Florida to add a musical element to the parade. “The Miracle on 136th Street Parade” has been steadily growing and increasing customers for The Falls Shopping Center during the holidays for 16 years.

Outcomes:

The Conroy Martinez Group leveraged their local public relations and media contacts to secure a variety of television and print media to showcase The Falls Shopping Center. This includes all the local television stations (ABC, CBS, NBC, FOX), as well as Telemundo and Univision. “Let the Waters Flow at The Falls!” was a paparazzi’s dream, providing excellent visuals that could translate to a variety of audiences.

This award winning public relations campaign started The Conroy Martinez Group on a fourteen year journey of successful public relations and marketing for The Falls Shopping Center. To this date, the annual holiday parade is featured on dozens of local television broadcasts, print, and digital media. This parade is a staple to launching the annual shopping season for The Falls Shopping Center bringing in 20,000 annual visitors to the shops and restaurants.

The Conroy Martinez Groups helps a variety of clients succeed. To see how we can parallel these successes to match your company needs, please contact us today.