Case Study: How this brand broke through a saturated market to earn 250 million media impressions

The project

Oak & Honey Events is an earth-friendly event planning company based in Northeast Ohio. In addition to planning weddings and nonprofit special events, the brand also produces its annual Recycled Wedding Boutique, a flea-market of sorts for couples to sell their used wedding wears and wares while alleviating some of the carbon footprints created while planning events of a large scale.

 a press kit helps tell your brand story.

a press kit helps tell your brand story.

The plan

FACTEUR PR created a yearlong integrated Public Relations plan and executed the plan through targeted media outreach over a period of six months. We created a dynamic Electronic Press Kit (above), an educational and actionable infographic, and developed thoughtful pitches to both local and national media outlets. How did our pitches stand out in a competitive field such as weddings and event planning? Our strategy heavily revolved around positioning the company’s founder as an expert in the field of sustainable event planning. 

The RESULTS (so far!)

More than 250 million media impressions across media outlets including Martha Stewart Weddings, Good Housekeeping, Brit + Co, Brides, Bridal Guide, and locally on Cleveland.com and the Akron-Beacon Journal.

What the client had to say:

“I started working with FACTEUR last year. I previously was using a national PR group that works with many vendors in the wedding industry. It was very cookie cutter and was not customized to our specialty, so I was looking to make a change. When I started working with Reena she had done her research and presented a PR packet customized to us. We have had a lot more PR coverage than previously not only locally but nationally as well. I was so happy after the first three months I signed for another three to help continue with our PR plan. I can not speak more highly of her and the team. They really go the extra step to make sure you get the bang for your buck.”   -Melanie Tindell, Oak & Honey Events


FACTEUR PR is a boutique studio devoted to public relations, social media, content marketing and digital creative services for emerging and established brands and businesses. Interested in collaborating? Contact us

The FACTEUR Holiday Gift Guide

The FACTEUR PR team knows how easy it is to be wrapped up in all of life’s responsibilities, and suddenly it is the middle of the holiday season! To help you get a head start, we have gathered great gift ideas for a number of different people in your life. The best part is that each of the items featured below is from our wonderful clients, with many of them being small businesses to support. It’s a win-win!

Here is a delightful gift or two for…

The Unofficial Personal Stylist

We know that one friend that you can always turn to for outfit advice. Why not treat them to a lovely accessory that will fit instantly into their wardrobe? Bombay Taxi Boutique has fun limited edition jewelry, handmade in India, such as this elegant quartz bracelet. Another unique company, Liza Michelle Jewelry, designs beautiful pieces that are hand cast in recycled metals. This necklace is from their Crater collection, which is inspired by textures and the moon.

The Resident Chef

If you are lucky enough to have a passionate foodie in your home, you may want to thank them for all the great meals you’ve had together this year. Philly-based Jar Goods offers the perfect option for a go-to tomato sauce. If you can’t decide which of their delicious classic flavors to pick, how about all three? A hand towel always comes in handy in the kitchen, and this black and white tasseled one from Homies is made from super absorbent 100% cotton.

The Perfect Hostess

This individual has a reputation for putting on both the best dinner parties and cozy movie nights in. Show your appreciation for their welcoming home with a chic decorative piece. Homies has handcrafted pillows that are each unique depending on how the fabric is cut and painted. If they are a Cleveland native, try a fun mug with a message. This one from the boutique Banyan Tree will surely bring a smile to their face.

The Cleveland Foodie

This friend is often searching out new places and always has a recommendation for a bite to eat when you are planning the group’s night out. Give them a day off from the hunt by treating them to a meal at Felice Urban Cafe. The eclectic yet relaxed home setting offers fantastic food, with produce that is often sourced from their garden. Another great option before going out to a game or concert, is The Flying Fig. Located in the Ohio City neighborhood, this warm, friendly, and contemporary restaurant proudly sources their delicious meals locally as well.

The Beauty Junkie

It is so much fun for them to try the latest skincare and cosmetics! Often compact, these beauty products work well as stocking stuffers! The trending ingredient of Charcoal can be found in this all-natural cleanser from FreeRange SkinCare. All of their skincare products also include free range eggs that contain natural vitamins and antioxidants. VersaSpa provides a great sunless option for keeping one’s glow all year long.

The Wellness Guru

The encouragement from being a part of a local fitness community makes these kinds of activities so fun to try. Treat an acquaintance to a class at Harness Cycle for some great morning bonding time! And what is better to follow a sweat session than a refreshing sheet mask? Avarelle Cosmetics has a trio of Herbal Infusion masks, with each one featuring a different natural extract: Tea Tree, Rosehip Seed, and Cica.

The Plant Mom

Have a friend whose love of nature inspires many aspects of their life? This cute mini dish with a cactus design would make a perfect bedside table or kitchen counter addition in their home. We also couldn’t help featuring this darling sterling silver ring that was cast from a real twig.

We hope this gives you a good place to start in your holiday shopping. Many of these items will make great stocking stuffers too, so you really can’t go wrong. Happy Holidays!

Our newest clients will adorn you!

There is always a multitude of changes going on as transitions between seasons occur, and FACTEUR PR has been along for the ride! In the last month, we have been excited to have added four new clients to our roster of brands we love, deepening our commitment to the creative community! We’d like to introduce them to you here on our blog!

Avarelle Cosmetics acne patches

Avarelle Cosmetics

This company was founded just over a year ago and sells their line of products exclusively on Amazon. The Avarelle Cosmetics skincare line currently consists of acne cover, treatment, and spot patches, as well as an acne treatment spot solution and rejuvenating herbal infusion sheet masks for every skin type. Based in New Jersey, the brand sets itself apart in its use of all-natural ingredients to combat acne, as well as the diversity in its products, particularly with its level of coverage and variety of sizes. Avarelle is made with Tea Tree Oil, Calendula Oil & Hydrocolloid Dressing. These treatments can be applied day or night, are easily concealable with or without makeup, and can be snipped to size to heal acne and its scars quickly and safely. Avarelle aims to ultimately boost confidence while solving skin and blemish issues.

VersaSpa Sunless Tanning Products

VersaSpa

Sunless, Inc. is the global industry leader in healthy, UV-free tanning and the power behind the well-known, most in-demand home and salon-applied spray tan brands: Mystic Tan, VersaSpa and Norvell. With its headquarters in Cleveland and an office in Nashville, Sunless’ mission is to help its broad range of consumers not only look better, but feel more confident in their own skin. Its products are not only safe, but easy to apply in four minutes or less.

Liza Michelle Jewelry Collection

Liza Michelle Jewelry

The essence and beauty of objects found in nature is what inspires the designer behind Liza Michelle Jewelry. Liza Michelle Jewitt Rifkin creates handcrafted fine jewelry and objects, utilizing a method of casting natural objects in solid metal. Founded in 2013, the company produces with a commitment to craftsmanship of the finest quality and environmental sustainability. Inside her Ohio City studio, each item passes through the designer’s hands and carries the story of her process and the clients.

Shannon Michael Style

Shannon Michael Style

Shannon Michael Style is an Ohio-based beauty consultant and retailer, primarily focused on hair and makeup artistry in the bridal and celebrity industries. Led by Shannon Dyer, the company contracts artists for numerous events throughout the year and most recently expanded to include a premium makeup line to offer both its online and in-person clients. This fall, Shannon Michael Style will begin a new chapter in its business by aligning fashion with its beauty brand. Bridal gowns designed Dyer, thanks to her background in design, will sell direct to consumers in several bridal boutiques. Utilizing her business strategy to incorporate fashion into the beauty brand positions Dyer’s company as a industry leader and offers a full experience for her consumers. 

We look forward to all of the creative projects ahead!

Ten things to include in a pitch pack or electronic press kit

ten-things-to-include-in-a-pitch-pack-or-electronic-press-kit

With an almost unlimited amount of information available online, one might wonder when pitching a product or service if supplying a reporter or collaborator with a press kit is still necessary or even expected. 

Depending on the reporter you're pitching, or even the popularity of your brand, you may not feel the need to put in the time it takes to create a pitch pack or electronic press kit. However, having a press kit ready to go if a reporter (or even investor or advertiser) asks is only going to help tell your story, equip your reader with the most valuable images and information, and make your brand look super polished.

So, what should you include and how should you present your press kit? For starters, it's all about ease of use. We love to create a PDF that can be viewed and printed like a magazine spread, which helps editors visualize your story on paper, and an electronic version (or an EPK - electronic press kit) that includes downloads of images, press releases and more. These formats tend to work in for numerous circumstances, but feel free to get create and develop a video, microsite, and more!

 Electronic press kits can be attached in e-mail pitches, as well as be available for download through your online press room.  (electronic media kit created by facteur pr on behalf of chill pop shop.)

Electronic press kits can be attached in e-mail pitches, as well as be available for download through your online press room.  (electronic media kit created by facteur pr on behalf of chill pop shop.)

 Press kits can also be printed and mailed or shared with investors or buyers. (press kit created by facteur pr on behalf of chill pop shop.)

Press kits can also be printed and mailed or shared with investors or buyers. (press kit created by facteur pr on behalf of chill pop shop.)

Here are 10 things we recommend including in your brand or business press kit:

  1. Biographies: Be sure to include a detailed company biography, as well as biographies on your company('s) founder(s) and leadership team. 
  2. Press releases: What is the news you're trying to share? Make sure that those press releases are included in your press kit. 
  3. Fact Sheet: Fact sheets can be bulleted to help editors quickly glance at the facts, figures, history, and breakdown of your brand.
  4. List of products: If you have a product-based business, include photos and information about each of your products (like the example shown above). Don't forget to include costs!
  5. List of services: If you have a service-based business, include photos (examples work) and information about each of your services along with costs.
  6. Media highlights or other accolades: If your brand or business has been recognized by the press or with various awards, be sure to include highlights. These can be screen shots, links, pull-quotes, etc.
  7. Resources: A great way to position your company or yourself as a thought leader or expert in your field, don't be shy about listing the ways you can be a resource to a reporter. For example, if your press kit is for your yoga studio, but the owner is also a nutritionist, make sure to mention that he/she can also speak about the intersection of exercise and nutrition. 
  8. Contact information: Include how a reporter or editor can get in touch with you or your publicist, or how an investor or buyer can get in touch with you directly. (In your PDF, also link to any downloads on your website.)
  9. Videos: If you have any video content, be sure to include along with your press kit. Videos can obviously help illustrate your brand story, educate, position you as an interview source, and provide content for digital media outlets. 
  10. Hi-res photography: Embed and link to a directory of hi-res, quality photography. This includes photos of the physical business (if that exists), team members, founders, products, services, logos, etc. While it's always wonderful when a media outlet is able to send a photographer, in many cases they will ask for your photos. And if you can already show you have a selection of professional, eye catching photography, you may just be increasing your chances of landing that story. 

Remember, your press kit might be the first introduction for someone to your brand. Put in the effort to make it really count. Good luck! 


We hope this content is helpful for you, your brand, or your business. If we can help you create your pitch pack or electronic press kit, contact us!

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Client spotlight: branding and building a website for an event planner

 Introducting  annesiegel.com .

Introducting annesiegel.com.

Anne Siegel is truly the kindest and most energetic soul you could ever meet. Our friendship dates back to 2008 when we first began working together at the Rock and Roll Hall of Fame + Museum: she in special events, I in communications. Since then, Anne’s role at the museum now includes planning all of the high-profile events like the Induction Ceremony: no small feat! Anne is so passionate about event planning that she does it in her free time as an independent consultant.

I asked Anne what three words would she use to describe her personal brand. She responded with ‘bold, authentic, and fun.’

Recently, she reached out to me to help her reimagine and relaunch her personal brand. As an event planner, Anne is a very visual creative, so she wanted us to focus our energies on designing an online space that would showcase her past work and also open the door for collaborations in the future.

I asked Anne what three words would she use to describe her personal brand. She responded with "bold, authentic, and fun." We used her descriptors as the foundation of our creative direction, which is highlighted on the homepage (pictured above).

 The fun side of Anne's brand is really highlighted in the voice throughout her website, especially brought to life on her "About" page with the help of her unconventional headshots. 

The fun side of Anne's brand is really highlighted in the voice throughout her website, especially brought to life on her "About" page with the help of her unconventional headshots. 

We also worked together on developing a color scheme that spoke to both Anne's professional and fun sides of her event planning style. The pops of pink are bold and fun; the gentle touches of green are natural and authentic; the dark navy helps ground and bring the palette together. It's fresh, noticeable, and versatile.

One of the most important objectives with launching Anne's website was making sure to deliver not only a great looking and user-friendly product for her website visitors, but also a user-friendly product that she could update on her own. We chose to build the site in Wordpress due to its flexibility and easy-to-use content management system. With the layout in place, she will be able to effortlessly update and add to the website as needed, whether it be her online portfolio or blog post. Additionally, as Anne is active on social media, we included an Instagram banner on the footer of each page to highlight her channel updates on a regular basis.

Throughout the process together, FACTEUR PR assisted with:

It has been such a pleasure working on this project with Anne, and we hope you'll take a moment to visit her new website at annesiegel.com

Interested in learning more about FACTEUR PR's digital creative and content marketing services? Contact us!