AJ PR
a full service boutique public relations firm
Case Studies
Case: Emerging Artist: Product Designer + Maker
​Client: Streicher Goods
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Bio / About Business:
Streicher Goods, a Brooklyn-based design studio, specializes in design and functional ceramics. Ethan Streicher, the founder and artist behind the brand, is informed by his experience as a graphic designer encompassing the principles of color, shape, form, simplicity, and of course, impact on the user into his work. Each piece is meticulously hand-made and hand-painted, blending materials and processes to create contrast between human craftsmanship and machine precision.
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PR Strategy:
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Strategy and planning for effective roll out of all introductions, launches and other public-facing correspondence.
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Crafted brand narrative of Ethan himself as a designer as well as create narrative copy for product lines meant to add attraction and ease of access of assets for potential editorial coverage or collaborations.
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Directed Ethan on how to position himself as a visionary designer in the home product industry.
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Press Releases written and deployed for new product launches
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Press releases written and deployed for events, updates, newsletters etc.
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Email campaigns sent to specific-locality contact lists and larger contact lists
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“Virtual Deskside” meetings set up for new product launches with industry leading editors and press
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Showroom and High End Boutique Outreach completed to gain new representation in multiple national market zones
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Introductions for collaborations
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Intro to other product designers (ie. furniture and soft goods) for new product lines
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Intro to interior designers for brand awareness and to pitch product use in projects.
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Submissions completed for awards/honors/special features
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Leads for designer quotes from various publications shared and submitted
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Event and Market participation
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Researched and created informational documents of current design events
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Worked with Ethan to complete submissions, manage and advise on participation for worthwhile events.
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Leads for design-based podcast participation shared and submitted
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Planned and organized a studio and product launch party
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Created invite, sent to all relevant NYC-based editors, media, designers and consumer lists.​
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Promoted event multiple times via email and socials.
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Outcomes:
In less than 1 year of AJPR representing Streicher Goods, large impact successes were generated which were directly reflected in the business’ sales, brand awareness and positioning as a visionary up-and-coming designer.
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AJPR’s dedicated PR strategy for Streicher Goods secured multiple, prestigious editorial placements in industry publications as well as created invaluable industry connections and contacts with interior designers, editors and industry leaders. AJPR also was able to secure participation in industry product events and markets.
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As an emerging design brand, AJPR noted the importance of a consistent, structured outreach program crafted specifically to build buzz around Ethan himself as the designer as well as to create a detailed narrative for his products which added beneficial assets and attraction to those interested.
Secured Press and Placements:
Interior Design Magazine: Market Tabloid 2024
Surface Magazine 2024: Designer of the Day
Business of Home: Meet the Makers
Aspire Magazine Maker Mondays: An exclusive interview with Ethan Streicher
HGTV Magazine 2024: My Colorful Home
Hypebeast: In Conversation with Streicher Goods
Cool Hunting: Streicher Goods’ Diverse Collection of Ceramic Objects
Convo By Design: Burnishing a Reputation in experimental ceramics
Architecture Lab (video content and article): Interview with Ethan Streicher of Streicher Goods
Design Milk: Take 5: An Eccentric Chair, Playful Pasta, Custom Gloves + More
Work Product Example:
Studio + Launch Party Invitation
Secured Events:
Hypebeast Market
Design on a Dime
Streicher Goods Studio + Product Launch Party
Awards and Honors:
NYCxDesign Awards 2024: Finalist
Secured Collaborations:
Product collaboration with furniture designer Ian Love
Secured Podcasts:
Convo x Design Podcast
Showroom Representation / Boutique Retail Secured:
Candid Home LA
House SFW
Interior Design Magazine: Spring Market Tabloid 2024
Full page editorial spread secured
Case: Event Production and Execution
Event: Paris in New York, January 2022
Description / Event Details:
With the unfortunate news of postponements of major design events like Maison&Objet and Deco Off in Paris due to the new surge of COVID, there has been a feeling of disappointment and yet, understanding that these events being delayed are to keep our community safe.
However, with a desire to support clients whose new lines of designer goods would have launched at these events abroad, a dedicated group of publicists worked together to curate an event that encompasses even an essence of that feeling of Paris, and are bringing it to New York.
On January 26th, 27th and 28th 2022, a group of designers and makers gathered for "Paris in New York" at the Decoration & Design building and the New York Design Center for curated showings of new product lines in select showrooms. With COVID protocol being top priority, it was our hope that we could still present, in person, the incredible works that designers and brands had labored over in 2021, and to continue to inspire great design-- even in the face of adverse circumstances.
Planning and Execution:
Andrew Joseph PR along with two other major PR agencies, Spread PR and Raymond Paul Schneider Consulting, worked together to deliver the following:
Participation- Designers and showrooms represented by the three PR agencies were asked to participate, and a total of 23 brands participated within a total of 15 showrooms.
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Press Release: written by AJPR and released to designer participants and their clients, showrooms and their clients.
Email Campaign: Promotion of the event went on for 2 full weeks. Top industry publication editors were invited, top designer lists like AD100, Elle Decor A List, and Luxe Gold lists were also invited to attend.
Scheduling: Each PR agency scheduled 30 min time slots for all attendees and editors with their respective clients.
Social Media campaign: graphic tiles and banners were created and promoted across all social media platforms.
Outcomes:
Editors / publications present: aspire design and home, Atlanta Home & Lifestyles, Business of Home, Elle Decor, AD Pro, Town and Country, New England Home, Designers Today, House Beautiful, Veranda, Luxe, Interior Design Magazine and California Home and Design.
Secured Coverage:
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Business of Home feature on Product Preview
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Business of Home feature in "The Tearsheet" mailer (below)
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California Home + Design Instagram takeover for two days of event
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California Home + Design event feature
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aspire design and home feature
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NYDC promotion of event/showrooms via email campaign
Buzz: Paris in theMart Chicago - marketing managers for theMart in Chicago have reached out in hopes to set up a similar event in Chicago. Considering time constraints and timeline a decision was made to include a two page editorial in Design Chicago - the magazine produced by theMart.
Case: Client, Sarah Von Dreele
Bio / About Business:
Sarah Von Dreele discovered painting as a vehicle to create a quiet space from an emotionally traumatic experience. Through the meditative nature of making, she found herself safely contained in stillness, allowing her to process and evolve. This iterative and reflective act eventually resulted in a body of work which was foundational for the launch of the Sarah Von Dreele brand.
Sarah Von Dreele’s line of bespoke wallpapers, textiles, and fine art originals are available to the trade, and the collection is represented across the country by Thomas Lavin, Hewn, Jim Thompson, Jeffrey Michaels, Lepere, Solid & Pattern, and Croce. Sarah received a BFA in Graphic Design from Rhode Island School of Design in 1997. Between developing new products, painting what she sees, and keeping up with her fifth-grader, she patiently pursues her interest in learning the French language. Sarah lives and works in New York City, her home since 2002.
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PR Initiatives:
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Press Releases written and deployed for new product launches
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Press releases written and deployed for events, updates, newsletter etc.
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Email campaigns sent to specific-locality contact lists and larger contact lists
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“Virtual Deskside” meetings set up for new product launches with industry leading editors
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Showroom Outreach completed for each national market zone to gain new representation
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Introductions for collaborations
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Intro to galleries for expansion of business to include fine art
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Intro to other interior designers for potential work together
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Submissions completed for awards/honors/special features
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NYCxDesign
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Best of Year Awards
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Market Tabloid
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International Design Awards
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Leads for designer quotes from various publications shared and submitted
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Event participation– Keeping up to date with current design events and working with Sarah to complete submissions, manage and advise in participation for worthwhile events.
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Leads for design-based podcast participation shared
Social Media Initiatives:
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Comprehensive social media calendar
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Graphics, captions, hashtags, reels, gifs, created and reviewed for approval
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Scheduled social media posting
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“Highlights” categories on IG curated
Outcomes:
At the start of representation for Sarah Von Dreele by AJPR, her company was a seedling at 3 months since its founding. The below outcomes and successes are the direct result of an extremely positive relationship over 3 years with AJPR and are due to the dedication of AJPR public relations initiatives as well as client participation:
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Secured Press:
Sarah’s products and quotes have been featured in: Luxe Interiors + Design, Business of Home, Interior Design Magazine, aspire home and design, AD Pro, NYCxDesign Magazine, House Beautiful, Mansion Global, Cottages & Gardens, California Home + Design, Domino, Chronogram, Apartment Therapy, Pattern Observer and more. She was also featured in Interior Design Magazine’s Spring Market Tabloid 2022, Spring Market Tabloid 2021, Spring Market Tabloid 2020, Fall Market Tabloid 2020, and Fall Market Tabloid 2019.
Click for Links to Sarah Von Dreele Secured Press
Secured Events:
Design Social Pop Up Nashville, TN
Design Social Pop Up Lexington, KY
Design Social Pop Up Charlotte, N.C.
Design Social Pop Up Charleston, S.C.
Design Social Pop Up Newport, R.I.
Design Social Pop Up Santa Barbara, CA
Paris in New York
Kingston Design Showhouse 2020
Kingston Design Showhouse 2021
Kips Bay Palm Beach Designer Showhouse 2022
Awards and Honors:
Best of Year Awards - 2021 Finalist & Honoree: Window Treatments December 2021
Best of Year Awards - 2021 Nominee: Wall Covering, Paper
Best of Year Awards - 2021 Nominee: Textiles, Residential
NYCxDesign Awards Honoree: Residential Wall Covering May 2021
NYCxDesign Awards Honoree: Residential Fabric May 2021
International Design Awards 2020 Silver Prize: Home Interior Products/Materials & Surfaces
DNA Paris Design Awards 2020 Product Design Award Winner
Best of Year Awards 2020 Nominee: Wall Covering, Paper
International Design Awards 2019 Gold Prize: Home Interior Products/Materials & Surfaces
International Design Awards 2019 Bronze Prize: Design for Society/Eco-Sustainable Design
Best of Year Awards - 2019 Product Finalist, Wallpaper
Secured Collaborations:
Original Artworks represented by Candita Clayton Gallery
Secured Podcasts:
A Well Designed Business with LuAnn Nigara
Design Perspectives: The Gail M Davis Podcast
The Chaise Lounge Podcast
Showroom Representation Secured:
Thomas Lavin, Southern California
Hewn, Northern California
Lepere, New York
Croce, Philadelphia
Solid and Pattern, Chicago
Egg + Dart, Colorado
Jeffrey Michaels, Florida
Jim Thompson, Atlanta and Southeast Markets
EC Dicken, Texas
Rue IV, Washington D.C.