Creative consumer and lifestyle marketing firm
Jonni Hegenderfer, 630-932-4242,
Jonni Hegenderfer’s suburban Chicago-based firm was launched 17 years ago, and has provided a refuge for talented public relations executives anxious to escape the bureaucracy and grind of Chicago’s largest agencies, and for clients who value principal-level involvement and a philosophy that makes the agency an extension of the client’s in-house team.
The firm looks at public relations as the basis for positioning a company for long-term success in the marketplace. Says Hegenderfer, “No matter how ingenious the product or service, a company must communicate effectively with all of its critical audiences: customers, employees, suppliers, shareholders and the public in general.” To achieve that goal, the firm employs a proprietary approach it calls LIFstyle Public Relations (Lifestyle Influence Factors), delving deeply into the client’s target audience, developing an understanding of consumers’ psyche and the kind of communications likely to trigger action. The process is particularly useful in helping JSH&A identify and reach specific demographic or psychographic segments with brand messaging.
The firm added new consumer PR assignments from key clients McDonald’s and Hershey’s: a long list of new promotional product launches for Hershey’s (Pink York Peppermint Patties, Take 5, Pumpkin Mix, Nut Lovers, and more) and introductions for McDonald’s (the “new” Balanced Active Lifestyle Ronald McDonald and launch of the company’s gift card, the McDonald’s Arch Card). Says Stephanie Moritz, director of public relations for The Hershey Company: “JSH&A Public Relations is a trusted partner and an asset to our brand-building efforts, building consumer involvement and brand awareness through sound strategies, fresh thinking and results-driven programs. It continues to make news and drive awareness for our brands through an innovative, integrated approach to public relations.”
JSH&A scored particularly high marks on our Client Satisfaction survey on questions related to financial stewardship and when clients were asked whether they trusted their agency to address their biggest communications problems, and whether their agency produced strong media results. JSH&A’s boutique size “enables us to work closely with the principals,” says one respondent. “They are not afraid to be totally candid with me and are a tremendous sounding board.”
Other new business came from Weiman (home cleaning products), and VWR (a leading supplier of equipment and services to the scientific and educational community). A key addition to the staff was Kristin McCormick, who joined from the American Association of Dermatologists and oversees programs on the McDonald’s account as well as work for Clarke Mosquito Control, Midas, and VWR.