PhotoWorks.com: Say "Success"
[Brand Building | Consumer Technology | 2006-2008]
A clever approach
Builds loyalty and drives sales
For online pic house
In an industry that's experiencing intensive growth, PhotoWorks (formerly Seattle Film Works) turned to M&F to help
compete for a piece of the digital pie.
To establish the 30-year old company as a major player in the digital photo-publishing world, M&F launched an
aggressive national, local and trade media relations effort to keep PhotoWorks and its innovative products consistently
in the news. Initiatives also included brokering a key partnership with Nikon and ensuring loyal brand ambassadors by
conducting micro-targeted outreach to special interest groups that adore photos, from pet owners to scrapbookers.
Through creative, irreverent media relations M&F secured hundreds of key placements, including more than a dozen
television segments in top markets such as New York, San Francisco and Chicago, countless photo and print placements in
major market newspapers and coverage in top national consumer magazines including Parade, InStyle, Redbook, Family Circle
and Better Homes & Gardens. M&F's work greatly increased the profile of Photoworks and in 2008, it was acquired by
American Greetings, the world's largest publicly-owned creator, manufacturer and distributor of social expression products.
