In March 2000, Sub-Zero Freezer Company acquired Wolf Appliance Company, marking the first time in Sub-Zero history the company had ventured outside the realm of refrigeration. Our goal was to quickly educate consumers about the acquisition and establish the company's dedication to creating the highest-quality appliances, regardless of function in the kitchen.

Previously, media requests had been handled sporadically, leaving many journalists less than inclined to positively promote the company. It would be up to the public relations team to smooth rough waters, establish relationships and, ultimately, turn around what had become a moribund marketing function.

Given the complicated messaging and important turning point in the company's history, Richards Partners recommended face-to-face meetings with critical national press. We organized a series of media roundtables with top publishing houses, where Sub-Zero's leadership could efficiently meet with a number of non-competing magazine titles simultaneously. We also leveraged the International Home Builder's Show and the Kitchen & Bath Industry Show as opportunities to meet with additional members of the press and showcase new Sub-Zero and Wolf products.

In addition, Richards Partners put a media relations system in place appropriate for all media inquiries — proactive, reactive, new product introductions and the like.

Since January 2002, Sub-Zero and Wolf have been covered more than 150 times in the press. Our efforts have yielded a return on investment of more than 15:1 for the combined marketing budget.