Elzinga & Hoeksema Greenhouses – Executing a PR slam-dunk for Elzinga Greenhouses.
When Elzinga & Hoeksema Greenhouses of Kalamazoo, Michigan, approached us to help them launch their new USDA-certified organic greenhouse, we knew the potential was there for a big PR slam dunk; but we didn't realize just how "big" big could be.

here's what we did:
• developed an extensive media list of both daily newspapers and industry trade journals
• invited more than 100 media outlets to the organic greenhouse press conference, Q&A session,
  greenhouse tour and open house gala via a printed invitation
• followed up with an e-mail pitch letter and phone calls to all invitees
• conceived and managed the press conference at the open house
• created a press kit CD containing a press release, fact sheet, print-ready images, and more
• wrote the speeches for key open house speakers

results:
• 60 articles
• 950 inches of editorial space
• one Associated Press (AP) reporter and photographer, opening the door to dozens of pickups
• a significant amount of attention in the organic, sustainable, and greenhouse industries
• our client, Mark Elzinga, later named as "Grower of the Year" by Greenhouse Grower magazine