Case Study: PetSmart boosts pet media visibility with Markowitz Communications

PetSmart earns 9.5 million impressions with Markowitz Communications

The customer PetSmart faced the challenge of positioning itself as the expert in all things pet-related and improving its communication with the media, which primarily relied on standard press releases. The vendor Markowitz Communications was engaged to provide strategic public relations services to address this.

Markowitz Communications implemented a playful yet professional strategy, creating innovative materials like branded media kits, micro-sites, and webcasts. They also developed targeted media lists, conducted aggressive pitching with follow-up calls, and organized the client's first-ever media tours. This solution secured millions of media impressions; a single Halloween campaign costing under $10,000 achieved nearly 9.5 million impressions and an estimated $900,000 return, positioning PetSmart experts in major outlets like USA Today and Fox & Friends.

PetSmart