Partners

Overview

Founded in 1980, Schneider Associates is an independent public relations and integrated marketing communications firm headquartered in Boston. Recognized as a leader in conducting innovative, multi-faceted launches for products, services, companies and communities, Schneider Associates helps clients create and sustain visibility in an increasingly crowded and competitive marketplace.

That's the short form.

What you really need to know about us is how we approach your business, and prevent you from ending up on page 10 of Google.

We've turned the one-dimensional, let's-see-how-many-press-clippings-we-can-get business model into a sophisticated marketing communications industry that crosses all kinds of barriers, both technological and generational. Don't get us wrong, media relations is the bedrock of all our campaigns, but today, there are so many new ways to deliver your messages beyond traditional media.

Whether we're launching new products, services, companies or communities, handling a crisis or orchestrating a special event, our motto is 'give us a project - and then you'll give us more.' The result? Our clients’ businesses keep growing.

Client Successes

SA Helps Celebrate Baskin-Robbins 65th Birthday

For Baskin-Robbins’ 65th birthday, SA put a creative twist on the classic retirement party. On National Ice Cream Day, July 15th, Baskin-Robbins and SA held a “pink carpet” photo opportunity where the Baskin-Robbins VP of Marketing announced the retirement of five flavors.

SA provided a satellite feed, a media outreach campaign, a social media enhanced press release and a large photography menu from the event to ensure media coverage.

As a result, the 65th birthday event secured a lengthy broadcast segment with ABC World News Tonight with Diane Sawyer (#1 trending story on July 17).

Industry Expertise

• Associations
• Business-to-Business
  • Construction/development
• Consumer Products
• Education
  • Higher education
• Financial Services
• Food/Packaged Goods
• Not-for-profit
• Other
• Real Estate
  • Building and Construction
• Travel/Tourism
  • Hospitality

PR Specialties

• Brand Development
• Community Relations
• Crisis Communications/Issues Management
• Employee Relations
• Event Management
• Financial/Investor Relations
• Marketing PR
• Media Relations
• On-line PR
• Public Affairs

Other Specialties

• Graphic Design
• Marketing
• On-line Marketing
• Web Services

Practice Groups

Market Intelligence

Over 40,000 new products are introduced each year, yet 75-90% fail within two years. SA president Joan Schneider wrote “New Product Launch: 10 Proven Strategies” to investigate the launch process leading to this high failure rate, sponsored research on consumer product launches with Boston University and developed the annual Most Memorable New Product Launch (MMNPL) survey. The survey identifies emerging trends such as the rising influence of sampling, coupons, and social media. SA also completed a study with the Babson Center for Business Innovation, which polled sales and marketing executives involved in successful B2B product and service launches. SA uses this research to develop proprietary models for launch and maintain thought leadership in launch. SA also applies launch expertise to Community Launch, a proprietary process of raising awareness, educating stakeholders and the public, and securing approvals for new commercial and mixed-use real estate developments.

In 2010, Joan Schneider and Julie Hall published a second book, “The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products,” which provides a roadmap for marketers introducing new products in a competitive marketplace where new and consumer-generated media are shaping launch success.