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 Company: 1-800-GOT-JUNK? , Vancouver Canada
Company Description: 1-800-GOT-JUNK? is the World’s Largest Junk Removal Service, founded in 1989 by Founder and CEO, Brian Scudamore. 1-800-GOT-JUNK? operates in over 300 locations throughout the US, Canada, Australia, and the U.K. Professional, friendly drivers call ahead, arrive on schedule, and provide a full cleanup after removing the junk from commercial sites and residential customers’ homes.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Best Communications Team
Nomination Title: 1-800-GOT-JUNK? In-House Public Relations Team
1. Tell the story about what this nominated team achieved in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
The "in-house" Public Relations team at 1-800-GOT-JUNK? is setting the new
standard when it comes to driving company goals. Having been featured, or
included, in over 4500 media hits since 2002, this PR team is revolutionizing
how PR directly increases Company revenues.
Having achieved over 1500 media hits in 2006, up from 150 hits in 2002, the PR
generated from the 1-800-GOT-JUNK? communictions team is achieving exposure on
the same level of companies four times their size.
These results had their Franchise Development team at 1-800-GOT-JUNK? turning
to their PR team to drive their franchise sales. While still directly pitching
and handling the PR for over 300 Franchise Partners, this team was still able
to come together to target and land the necessary media that would drive leads
into their franchise development team.
The team's strategy was to focus on the media's target audiences that would
benefit the company the most. Although facing the dreaded "over-
exposed" feedback from several prominent media, this team turned their
challenge into an opportunity. Their skills and determination landed features
on very targeted media sources including CNBC, The Donny Deutsch Show, Dr. Phil
show (4times), Rachael Ray Show, Success Magazine, Costco Connection, New York
Post, and the New York Times, to name just a few.
Unlike other PR departments, where they have access to an unlimited budget and
spend most of their days receiving "in-bound" press inquiries, this team runs
without a budget, never piggy-backing on advertising dollars and 98% of their
PR is driven from outbound pitching.
The result; although their Franchise Development team spent almost half a
million dollars on advertising this year, over 60% of the leads that generate
potential franchise sales were a direct result of the PR team's efforts and
landed media hits. In total, the PR team drove 4700 leads to their development
team.
When the CNBC story ran on Founder and CEO, Brian Scudamore, the Development
team received an increase of 850 leads within one week of the show airing. The
Donny Deutsch show increased leads by 300 within the first week of airing. Both
shows were a result of this PR team's creativity and unique approach to
contacting media and, in the end, accomplished signing 7 new Franchise Partners.
No other Company's PR team has generated so many media hits and saved a company
so much in advertising dollars, while at the same time generating direct
revenue.
The PR team's approach to media is so unique, and has become so recognized by
other growing companies, that the demand from other executives to learn this
unique approach, now has the team hosting tours at their headquarters each
Friday. The tour includes sharing their skills and expertise to other
companies.
2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
CNBC
http://www.1800gotjunk.com/ca_en/about/gotjunk_cnbc_video.aspx
Donny Deutsch
http://www.youtube.com/watch?v=BsMca_WZ3ME
New York Post
http://www.nypost.com/seven/05172007/entertainment/slam_junk_entertainment_mackenzie_dawson.htm
Costco Connection
http://www.costcoconnection.com/connection/200603/?pg=29
Success Magazine
http://www.successmagazine.com/article.php?article_id=204
Good Morning America
http://www.abcnews.go.com/GMA/TakeControl/story?id=3242307&page=1
New York Times
http://select.nytimes.com/gst/abstract.html?res=F50911FE3A5B0C728CDDAC0894DE404482
Business 2.0
http://www.1800gotjunk.com/ca_en/about/gotjunk_business_20.aspx
Dr. Phil
http://www.1800gotjunk.com/ca_en/about/gotjunk_drphil.aspx
Rachael Ray
http://www.1800gotjunk.com/ca_en/about/gotjunk_rachael_ray.asp
3. Provide a brief (up to 100 words) biography about the leader(s) of this nominated team:
Lindsay Peroff, Senior Corporate PR Manager and Katie Dunsworth, Senior
Regional PR Manager, both joined 1-800-GOT-JUNK? in 2004 and have become
recognized as the "New School" PR team. They are paving the way for media
opportunities for 1-800-GOT-JUNK? as they expand globally, beyond North
America, and into the Australia and the United Kingdom. In 3 short years,
Linday and Katie's unique sales approach to media, combined with their
intergrity and creativity have largely assisted the privately held 1-800-GOT-
JUNK? Franchisor rise from $37 million in revenue to today's $150 million, and
85 Franchise Partners their now operating 320 Franchise Partners.
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