At Kaplow, we strive to help our clients directly reach their consumers and change their brand’s conversation. Thus, we expanded our services to include video production and multi-media development.

Leading this new division is Dana Glaser, Vice President of Media Strategies at Kaplow. Glaser is an Emmy Award-winning former TODAY show producer.

Our services include concepting, storyboarding, research, script development and writing, videography/photography, graphic design, editing and cross platform distribution. Each video is customized with the intention of repurposing it for established media, social media and internal client corporate use.

We can produce:

- How-to videos
- Unscripted vlogs or casual videos
- Multi-media news releases
- Trade show videos
- Highlights or sizzle reels
- B-roll packages

Interested in learning more about our video production services? Contact Dana Glaser at 212.221.1713.

To align CafePress with the current news cycle and taking advantage of a seminal pop culture moment—Kaplow hit 5th Avenue in New York City to shower revelers at the annual St. Patrick’s Day parade with 2,500 free branded buttons celebrating the luck o’ the Irish.

Kaplow staffers strategically planned the guerilla outreach, planting teams along the parade route from 42nd Street and targeting heavy traffic areas such as St. Patrick’s Cathedral and Rockefeller Center. Not only did Kaplow reach a mass of consumers with the CafePress message, but media as well—with WNYW FOX 5 and NY1 anchors donning the CafePress branded button during their live newscasts.

This guerilla approach and scrappy effort enabled us to reach consumers at the grassroots level in a fun and relevant way, building buzz for CafePress.

Kaplow is honored to be working again with Cosmetic Executive Women to present the beauty industry’s highest honor, the CEW Beauty Awards. Highly respected as the insider’s vote, the awards recognize the most innovative beauty products of the year, as voted by CEW members, industry professionals and experts in the field of beauty. The 2009 Beauty Awards Product Demonstration – the world’s largest “beauty counter” – will kick off the award program on February 18.

With the goal of elevating St. Ives’ image by building buzz among media and celebrities, St. Ives and Kaplow hit the slopes of Park City Film Festival for the second year with the St. Ives Sensory Spa & Gallery.

The vibrant colored space became a true brand immersion and served as the after-party venue for the premiere of Motherhood, attracting over 90 celebrities who received St. Ives gift bags, custom facials, body treatments and manicures/pedicures by celebrity aesthetician Jillian Wright. As a way to give back to the community, St. Ives and the Kaplow team integrated a community art project with mosaic artist, Laurel True, and Park City students.

The St. Ives Sensory Spa & Gallery was a success in reaching influential tastemakers and celebrity attendees and provided a true sensory product sampling experience.

Kaplow announced the addition of MyPublisher to its diverse portfolio of category-leading consumer brands. MyPublisher, the industry pioneer in custom high-quality PhotoBook software, manufacturing and fulfillment, is an online software and internet retail company. MyPublisher provides bookstore-quality printing of self-publishable products including hardcover PhotoBooks, all at surprisingly low prices. Kaplow was awarded the business for its strategic insight into connecting brands to the right media and consumer groups both online and off.

As a constant leader in the marketplace, MyPublisher has sold and shipped more than five million PhotoBooks since 2002. In 2008 alone, three MyPublisher Web sites in the United States, Great Britain and Europe, received more than seven million unique visitors. To harness this success and foster future growth, MyPublisher chose Kaplow because of its experience in refining and simplifying conversations about consumer brands. Kaplow’s charge will be to differentiate MyPublisher in the marketplace, gain credit for its commitment to superior customer service and seek out great brand stories that will build a powerful foundation for brand recognition.

“We wanted a partner who understands how to create dialogues with large creative communities,” said Katherine Lewis, President of MyPublisher. “Kaplow impressed us with their experience in telling brand stories and their resources for increasing brand visibility.”

“MyPublisher is a fun and intuitive tool that helps everyone from friends and families, to communities and cultures, to capture and share lasting memories for future generations to embrace and enjoy,” remarked Liz Kaplow, president and CEO of Kaplow. “Our mission will be to increase the visibility of the brand and help it continue to flourish.”

Kaplow conceives program that puts CafePress at the epicenter of history, news and political pop culture – the Presidential Inauguration of Barack Obama. Thanks to Kaplow’s strategic thinking and guerilla tactics (along with a vibrant community of six million users), CaféPress has become the election and inaugural merchandise destination.

To this goal, CaféPress partnered with Rolling Stone and Rock The Vote to create the Official Inauguration T-shirt, which was distributed at Rock The Vote Inauguration events such as the V.I.P. Gibson Guitar Showroom event and a concert with the Beastie Boys and Sheryl Crow at the 9:30 Club in Washington, D.C.

In an effort to reach consumers, Kaplow hit the streets of D.C. on Inauguration Day, Jan. 20, with guerilla street teams who blanketed the city distributing more than 10,000 custom inauguration buttons and coasters – all for free!

The inaugural program for CaféPress was an impressive success, garnering coverage on The Today Show and ABC News Network, but more importantly, touching consumers directly to create buzz about CaféPress.

Kaplow joined Skype at the 2009 International Consumer Electronics Show (CES) to announce an all new version of the software and mobile products which bring Skype is to users wherever, whenever.

Skype utilized CES as a platform to pre-announce the all new Skype, which will be released in February, as well as new mobile platforms. The updated program is that is easier to use, more fun and engaging, with incredible video capabilities.  Skype also participated in ShowStoppers@CES, and held a VIP Cocktail Party for over 125 guests.

In addition, Kaplow secured 25 1-on-1 media briefings with Skype spokespeople to engage journalist’s in Skype’s vision and its commitment to driving quality and ease-of-use.

Value. Today’s press and consumers are singularly focused on savings, deals and savvy shopping. Long gone are buzzwords like bling and indulge. So how can marketers guide their brands through this new media landscape, while remaining true to the brand identity? A recent Kaplow white paper analyzes the different ways the media are covering “value”, provides implications for coverage and maintaining brand equity, and includes specific analysis for luxury, beauty and retailers. Below are some highlights from the report.
For a full download of this whitepaper, please email Kaplow at email-liz@kaplowpr.com.

What Does Value Mean Today?

The media currently views value through the prism of immediate and significant savings. The goal is to help consumers get more bang for their buck. Great deals, coupons, low-cost alternatives and other money-saving tips lead coverage.

Additionally, the media is exploring the ramifications and shifts in consumer behavior as a result of the downturn. Coverage of people staying home, shopping less and budget hunting has led to tips for families planning “staycations” and stories of fashionistas turned “recessionistas.” Likewise, deal roundup stories and homemade gift ideas dominated holiday media.

The Implications for Coverage and Maintaining Brand Equity

1. The value story needs to be authentic.

Consumers are savvy, and more so now. Brands should only herald savings if they are real and significant. “Marketers strive for value” says a November 12 blog post on Fortune.com, calling the initiatives a “flurry of downscaling.”

There’s no need to beat around the bush when it comes to telling a value story. Americans and the media are quite aware that these are challenging times. Pitches and correspondence should reflect the realities of the situation.

2. Help for companies that don’t fall into the recession-proof category.

If your brand does not fall into the value category, look for ways to further build a connection with consumers, while staying true to the brand’s identity. Deepen the emotional connection by showcasing its uniqueness, or through loyalty programs like the new Starbucks Gold Card.

Also, use this as a moment to educate your consumers. Tiffany used this to great success in the recession of the early 1990s. The jeweler’s “How to Buy a Diamond” campaign helped them gain significant traction in flush times.

3. Take a scalpel to your brand’s story.

With the news cycle moving so fast, brands need to be flexible with their message. PR professionals have the benefit of working in real time, enabling us to carve out story elements that resonate.

Look for pre-existing facets to mine, and make “new.” Kmart put an emphasis on its layaway program with ads that position it as savvy and exciting. The payment plan has earned national press, including features in the Washington Post and a showcase in Rob Walker’s New York Times Magazine Consumed column.

4. Remember, life goes on.

People are still getting married and having babies. They are socializing with friends and family. Lockstep with the coverage of how the recession is impacting our lives, is a conversation about how to survive it in style.

• “Dream wedding needn’t cost a fortune,” writes the Tennessean.
• “Times are tough. Let’s have a party!” says the San Jose Mercury News.

For additional implications, and a full analysis of the way media are covering value, please email Kaplow at email-liz@kaplowpr.com. We’ll gladly send you the full report.

Since teaming up with More in November 2008, Kaplow has raised the profile of the magazine and its editor in chief, Lesley Jane Seymour, through coverage in prominent media outlets.

In just a few short months, Seymour has become a regular style blogger for the Huffington Post – blending both her expertise of the 40+ female demographic and her passion for politics.  Her most recent entry about the style of Caroline Kennedy received prominent placement on the front Style page of the Huffington Post.

Kaplow has also helped to solidify More as the leading lifestyle publication for the 40+ woman through broadcast interviews on the TODAY Show, The Insider, Good Morning America NOW and print interviews for the Associated Press, New York Daily News and New York Post.

CVS/pharmacy and Kaplow teamed up with Access Hollywood for the third year for the “Stuff You Must” Lounge in celebration of The Golden Globe Awards, to benefit Best Buddies and Lollipop Theater Network.  The celebrity gifting suite provided an inside look at the must-have beauty products from CVS/Pharmacy, and a sneak peek at Beauty 360 – the retailer’s prestige beauty concept.  More than 60 celebrities visited the “Stuff You Must” Lounge, which allowed them to give back to a charitable cause – an important platform and initiative for CVS/Pharmacy.