Why should Johnson & Company go after a "non-traditional client?

also in this document:
Who is Astrocenter? | PR Strategy | What jo&co's Done | Original Pitch

When Johnson & Company began its initial quest for the Astrocenter.com account, you might have said it was in the stars, pardon the pun. Jennifer J. Johnson, principal and senior marketing strategist, used her big-thinking strategies and devised a Public Relations Scope that included developing a consistent and strong messaging brand. She immediately knew that Ann Jardine Bardsley, account executive and Cami Rozanas, account coordinator, would be just the right people to handle the details.

Astrocenter doesn't seem like the typical jo&co client. It isn't the traditional dot-com and definitely isn't an IT education and training company. Bardsley and Rosanas are impressed with Astrocenter's worldwide expansion goals, business acumen and progressive dot-com thinking, and they know jo&co can provide important PR direction for this company.

After only three months as a team, jo&co and Astrocenter.com have proven they are working together. Astrocenter.com didn't have any PR in terms of collateral or strategy, so jo&co has produced several documents and messaging strategies that have helped Astrocenter.com prepare for major announcements and even a web site re-launch.

Who is Astrocenter.com?

Astrocenter.com is a San-Francisco based premier provider of fully-personalized, original horoscopes and astrological readings. The obvious demand for astrological services, combined with the power of the Internet to provide instant and affordable access, created this stellar business idea.

As a global company, Astrocenter wants to continue to reach out and plans a worldwide expansion in the near future. Attacking the business press with the Astrocenter message is a key component. "Astrocenter is a great client to work with," Rozanas says. "They are always appreciative of the things that we have done. However, they give us honest feedback that improves our work."

What about Astrocenter.com's PR strategy?

Eric Bonjour, CEO and founder, wants to take Astrocenter to another level and this is where jo&co becomes an integral part of the team. One of the challenges is to get the business press over the initial block of an astrology web site as a viable business idea. "Astrocenter.com has a great business model and a great business strategy," says Jardine Bardsley. "It is a struggle to get the business press to understand the message, but it has been exciting to work with the company to get the message out there."

What has Johnson & Company done for Astrocenter.com?

Under the direction of Jeremiah Rosen, director of Business Development at Astrocenter, jo&co has produced a corporate backgrounder, boilerplate, editorial calendar, media list, competitive analysis, corporate bios and many press releases. "I am thoroughly impressed with the work product jo&co is producing for Astrocenter," Rosen says. "Not only the quality, but also the quantity. It has made my job easier and helped me look good in the eyes of Astrocenter."

What was the Original Johnson & Company pitch?

"We recommend having fun in promoting Astrocenter.com's exquisite content . . ." This working relationship has not only been fun, but successful in terms of a PR plan that will sustain and grow Astrocenter as the premier astrological Internet provider.

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