Cercone Brown Blog

As the lone liberal in a famous den of conservatives, Cercone Brown & Co. partner Erika Brown took her seat at the mic as guest host of Fineran’s Forum on Boston’s WRKO-AM 680.  Filling in for vacationing Tom Finneran, the former Massachusett’s Speaker of the House of Representatives, Brown used her knowledge of consumer trends to hold her own with co-host Todd Fineberg.

The conversation ran from the GMAC Insurance Driver’s Test, which yearly ranks Massachusetts at the botton of all drivers in the USA, to stemming the tide of obesity in light of the study released today by the American Heart Association.

Overall, a great showing for Erika and the Agency.  Seems all that media training of clients must have rubbed off!

We’ll post excerpts from the show as soon as it’s available.

Boston Advertising & PR Firm’s Own Site Takes Silver in Interactive Category

June 15, 2009 — When it comes to online public relations and interactive marketing, Boston social media marketing and PR agency Cercone Brown & Co. is practicing what they preach.

The firm’s own website has won a 2009 Silver NEDMA interactive award for best B-to-B website. Co-developed with partner agency, Overdrive Interactive, the site is designed to be an in-depth look at the online and interactive capabilities Cercone Brown can provide to its clients ranging from social media to online PR and marketing to website development.

“We live in an age where businesses must constantly evolve their online identity to align with their brand and messaging in innovative and well-crafted ways. To be recognized for our website efforts thus far by NEDMA is truly flattering,” said Cercone Brown Partner Len Cercone.

The site is designed to be more than a showcase for the firms work, and is meant to help prospects quickly answer their most important questions when researching an online PR and marketing agency. The site is also used as a new business tool and thus reflects the Cercone Brown brand, messaging and culture, in addition to its advertising, media relations and online marketing campaigns.

“What’s funny about winning this award is that we’re always lamenting that we’re too busy to do our own marketing.  The site is really just a fraction of what we hope it will become,” said Cercone.

Future plans for the website include adding more interactive features and feedback, as well as truly displaying the agency’s full creative and media relations capabilities both in the social mediasphere and beyond through case studies, blogs, white papers, and inventive campaigns perfectly executed.

About Cercone Brown & Co.
Located in Boston, Massachusetts, Cercone Brown & Co. (CBC) provides branding, advertising, public relations and promotions services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Castrol GTX, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit www.cerconebrown.com.

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Most Knowledgeable Drivers in Idaho and Wisconsin, Least Knowledgeable in New York; Economic Concerns Trigger “Drive Less” Trends Across U.S.

WINSTON-SALEM, N.C. – Results from the 2009 GMAC Insurance National Drivers Test released today found that 20.1 percent of licensed Americans – amounting to roughly 41 million drivers on the road – would not pass a written drivers test exam if taken today. When probed on driving behavior, 30 percent of those surveyed say financial strains have triggered a desire to drive less and seek out new ways to save money.

Overall, findings from the fifth annual survey indicate the number of drivers with knowledge of basic road rules is decreasing, with this year’s test scores lower than last year’s (76.6 percent vs. 78.1 percent).

Idaho and Wisconsin drivers tied for first in the nation, with an average test score of 80.6 percent; New York drivers ranked last, with an average score of 70.5 percent. This is the second time Idaho ranked first and the second time New York has ranked last in the survey’s five-year history.

“When we began this campaign five years ago, we embarked on a mission to help drivers become more aware of the rules of the road,” said Wade Bontrager, senior vice president, Affinity Division, GMAC Insurance.  “We’ve seen the results ebb and flow, and this year, scores are down. This reiterates the fact that each and every one of us need to continually be brushing up on safe driving practices.”

In general, geographical regions ranked similarly to previous years, with the lowest average test scores in the Northeast, while the states in the Midwest held the highest averages. When comparing genders, men are still more likely to pass the test than women, but the gap is considerably smaller in 2009 (81 percent of males versus 79 percent of females) than in 2008 (87 percent of males versus 80 percent of females).

Respondents continued to have difficulty on questions about yellow lights and safe following distances, while almost all drivers answered correctly what a solid line meant.

Additional key findings from the 2009 GMAC Insurance National Drivers Test include:

•    With Age Comes Wisdom: The older the driver, the higher the test score. Drivers 35+ years old were most likely to pass. The age group with the highest failure rates was young adults (18 to 24 years old). White males older than 45 received the highest average score.
•    The Northeast had the lowest average test scores (74.5 percent), the South had the highest failure rate (41 percent). The Midwest had the highest average test scores (79 percent) and the lowest failure rates (15 percent).
•    Idaho and Wisconsin replaced Kansas’s 2008 ranking as most knowledgeable; New York replaced New Jersey’s 2008 ranking as least knowledgeable.

Survey Says: Economic Concerns Causing People to Drive Less
In addition to the 20-question DMV exam, GMAC Insurance posed subsequent questions exploring participants’ planned driving habits for the following year and their take on mileage-based auto insurance programs (pay-as-you-drive insurance). These findings reveal:

•    Approximately 30 percent of drivers surveyed reported they plan on driving less within the following 12 months, with the primary reason being “worry over the economy” (74 percent). Twenty-four percent indicated they plan on driving less to “reduce expenses due to financial problems.”
•    Ninety-three percent of respondents had never heard of a “pay as you go insurance” pricing model for automobile insurance.
•    However, one-in-three drivers (35 percent) would enroll in a “pay as you go insurance” program, such as the GMAC Insurance Low-Mileage Discount (OnStar.GMACInsurance.com), if their insurance company offered one.

State Rankings
Where are the most knowledgeable drivers in the nation?  The following is a complete list of state rankings for the 2009 GMAC Insurance National Drivers Test.

1    ID            19    NM            37    LA
1    WI            20    NC            38    TN
3    MT            21    VA            38    MS
4    KS            22    IN            40    SC
5    SD            22    MI            40    MD
5    NE            24    AR            42    CT
7    UT            24    TX            43    FL
8    WY            26    AL            44    DC
8    IA            26    NV            45    MA
8    OR            28    WV            46    RI
8    MN            29    IL            47    GA
12    AK            30    AZ            48    CA
12    ND            31    ME            49    HI
14    VT            32    DE            50    NJ
15    CO            33    NH            51    NY
15    MO            34    OH
17    OK            35    KY
17    WA            36    PA

The survey, which polled more than 5,000 licensed Americans from all 50 states and the District of Columbia, is designed to gauge driver knowledge by administering 20 actual questions taken from state Department of Motor Vehicles exams. The margin of error for the total sample surveyed is 1.4 percent.

Get in the Driver’s Seat:  Take the Test Yourself
GMAC Insurance encourages the public to put their skills to the test at www.gmacinsurance.com.  Play a quirky driving game, take the written test itself, compare your score to the national average and challenge friends to top your score via email and Facebook.  Also, see how your state ranked in previous years and, most importantly, brush up on safe driving tips.

The GMAC Insurance survey was administered by TNS, a leading market information resource and the world’s largest provider of custom research and analysis. The national sample was comprised of 5,183 licensed drivers in the United States, aged 16-60+. For more information about TNS, please visit www.tns-us.com.

For more information about GMAC Insurance coverage and to find a local independent agent, call 877-468-3466, or visit www.gmacinsurance.com.

The GMAC Insurance Group is one of the largest automobile insurers in the United States and is a wholly owned subsidiary of GMAC Financial Services. GMAC Insurance Personal Lines offers a variety of property and casualty products, including personal auto, RV, motorcycle, commercial auto and homeowners insurance.  With a nationwide network of claims professionals, local independent agents and a 24-hour, toll-free claims hotline available 365 days a year, GMAC Insurance provides superior claims service for its customers.

About GMAC Financial Services
GMAC is a bank holding company with operations in North America, South America, Europe and Asia-Pacific. GMAC specializes in automotive finance, mortgage operations, insurance, commercial finance and online banking.  As of March 31, 2009, the company had approximately $180 billion in assets and serviced 15 million customers around the world. Visit the GMAC media site at http://media.gmacfs.com for more information.

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Cercone Brown & Co. Launches the First Annual Green House Marketing Program To Bring Awareness to Sustainable Living

When it comes to constructing or converting a home for “green living”, the common perception is that it’s expensive, inconvenient, and only for those who can afford the luxury of being eco-friendly.

However, one Boston PR agency, Cercone Brown & Co., aims to debunk these green stereotypes through a new program, the Green House. This May, just outside Burlington, Vt., Cercone Brown & Co. will immerse a Who’s Who of traditional and interactive press into a completely green-living environment.

The Green House is entirely eco-friendly, from energy efficiency and independence to the smallest details in its furnishings, fabrics and food. However, guests living this completely sustainable lifestyle will find the experience — from accommodations to travel to entertainment — not only affordable, but unexpectedly comfortable and convenient.

“The purpose of the Green House isn’t to try to convert folks to completely green living, but rather demonstrate that there are many often ingenious products and approaches that can make a big difference in the health of the planet and your finances,” said Emily McCavanagh, new business director, Cercone Brown & Co.

The House is expected to host 20 top consumer, green and business editors.  While there, editors won’t just look, they’ll be encouraged to touch, taste and test brands in a living laboratory of the latest ecologically inspired products.  Activities will include test-driving the new Honda Insight hybrid, taste-testing Green Mountain Coffee, and jogging in New Balance’s latest Earth-friendly shoes. Editors will also give back to their home-away-from-home by participating in a community service garden project to aid local families in need.

While PR teams from each company are encouraged to attend, the Green House honors a strict “no pitch” zone, instead endorsing genuine interactions with editors. This system ensures that Green House attendees have the best products of 2009/2010 at their disposal; no boundaries, no time constraints, no distractions.

The Green House: Vermont Living for the 21st Century
The Cercone Brown & Co. Green House is a “net zero” home, meaning it is intended to produce as much energy as it uses over the course of the year. Environmental features include geo-thermal heating, radiant concrete floors, triple pane windows, super insulated walls and roofs, active PV solar panels and significant south facing glass, which provides solar gain and great views down the valley.

Owned by the Vermont Building Resources and the Russell Family Farm, the Green House is certified by the Vermont Builds Green (VBS) program. The house is located on a 24-acre farm parcel with 14 acres set aside for continued farming.

The Green House concept is an outgrowth of Cercone Brown’s successful Summer House/Winter House programs (now in the fourth year) hosted in Nantucket, Mass. and Park City, Utah, respectively. Participating companies have included such leading brands as Subaru, Oakley, Vineyard Vines, Wente Vineyards, Baskin-Robbins, Zone Perfect, Seventh Generation, Nordic Track and many more.  For information on attending or exhibiting in any of Cercone Brown & Co’s Houses, contact Noelle Guerin at 617-248-0680 x21 or nguerin@cerconebrown.com.

About Cercone Brown & Co.
Located in Boston, Massachusetts, Cercone Brown & Co. (CBC) provides branding, advertising, public relations and promotions services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit www.cerconebrown.com.

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From Rain Barrels and Recycling to Walking and Buying Second-Hand Clothes,
“The Nalgene Least Wasteful City Study” Puts Top 25 Metros Under Scrutiny for Wasteful Behavior

With thrift and conservation on the minds of many Americans, a new study put the spotlight on wasteful behavior in our nation’s cities. “The Nalgene Least Wasteful City Study” ranked 23 waste-focused habits of urban Americans, from recycling, to using public transportation, to shutting off the lights when leaving the room.  When the results were tallied, San Francisco earned the title of America’s Least Wasteful City, while Atlanta ranked last in the study.

Other cities at the top of the least wasteful list are New York (2), Portland, OR (3) and Seattle (4). In addition to Atlanta, Dallas (24), Indianapolis (23), Houston (22) and St. Louis (21) were in the bottom five of those surveyed. Individuals can visit www.leastwastefulcities.com  for complete rankings or to the take the survey themselves.

Surprisingly, in trying economic times, frugality isn’t the leading factor motivating Americans to change wasteful ways.  In fact, over half surveyed (57 percent) cited “that it is our responsibility to ensure the health of our planet for future generations” as the motivation for changing behavior, followed by “it makes financial sense” (22 percent).

The study was commissioned by Nalgene, the leading manufacturer of reusable water bottles, as part of its FilterForGood campaign, an ongoing partnership with Brita to encourage less wasteful behavior.

“This study highlights habits that our society has adopted out of convenience, but on a whole can have a huge impact on the sustainability of the planet,” said Eric Hansen, Sr. Business Manager, Nalgene-Outdoor. “Clearly, some cities are ahead of others when it comes to changing our approach to wastefulness in our actions big and small, but there’s room for all to improve.”

The study questioned 3,750 individuals living in the top 25 largest U.S. cities, gauging behavior on waste, sustainability, shopping, transportation and more. The results were weighted to give more credit to behaviors that had immediate and significant impact on the planet (e.g., driving less, recycling or reducing trash) to small habits that are more indicative of a mindset and non-wasteful approach to life (e.g., reusing containers, limiting shower time or saving wrapping paper and ribbons).

Survey Says: Environmental Efforts Need to be Easy and Convenient … and Save Money
Results show that with the exception of recycling (the 5th top least wasteful behavior), urban Americans are more readily embracing small, everyday habits to cut waste: (1= Never; 10 = Always/Without Fail):

Save leftover food/meals to eat again 8.58
Shut off lights when not in the room 8.48
Turn off water when brushing teeth 7.22
Use energy efficient light bulbs 7.16
Recycle glass/metal/plastics on a regular basis 6.87

The study also suggests that convenience is trumping prudence when it comes to significant wasteful behavior including transportation and personal conservation efforts (average score, 1= Never; 10 = Always/Without Fail):

Avoiding drying clothes in an electric or gas clothes dryer 2.05
Use a rain barrel 2.13
Compost my fruit and vegetable scraps 3.15
Take public transportation 3.37
Drive my car for trips that are less than two miles from home 3.73

CITY HIGHLIGHTS

• San Francisco led the way in many categories, and was best overall at recycling, reusing wrapping paper, turning off the water to brush teeth and not using cars for short trips from home.

• Less is Best in the West. San Francisco, Portland and Seattle are among the top four in practicing least wasteful behaviors.

• NYC’s Surprising Hot Commodity, Rain Water. New York, coming in as the second least wasteful city in the U.S., is the only east coast city to rank in the top seven. They rank number one at collecting rain fall by using a rain barrel and taking public transportation. Los Angeles comes in second for using a rain barrel.

• Second-Hand Style Doesn’t Work in Beantown. Not many Bostonians are wearing second-hand outfits or sitting on used couches these days. Boston comes in last at buying second-hand, followed by New Yorkers. Portland is the best at second-hand shopping.

• The Heartland Loves Local Libraries. Clevelanders love their local libraries, coming in number one for borrowing books from the library.

• Hot Enough for Ya? Miami is the worst at avoiding the purchase of bottled water.

• Last Night’s Noshes Loved in Sugar Land. Houston loves leftovers, coming in as the best at saving leftovers to eat again. However, their neighbors in Dallas are not so great at saving leftovers

HOW AMERICANS PLAN TO CHANGE THEIR LEAST WASTEFUL WAYS THIS YEAR:
Sixty-three percent of respondents said they are already living a somewhat eco-friendly lifestyle; while 85 percent plan on being more environmentally conscious in the next year.

• Electric Shock: Two-thirds (65 percent) will shut the lights off when not in the room and 65 percent will use energy efficient light bulbs
• Around the House: More than half (56 percent) will recycle more and turn off the water when brushing their teeth (both 56 percent), while 57 percent will save leftover food to eat again
• At the Market: More than one-third (38 percent) will avoid using bottled water, opting instead for reusable containers. Half (56 percent) plan on using reusable grocery bags
• Walk the Line: One-third plan to forgo the car for trips less than two miles from home

For information on how to rate your own least wasteful behavior and to find out how your city can make a small change towards a big difference by adopting reusable water bottles in place of disposable, single serve bottled water, visit www.leastwastefulcities.com and www.filterforgood.com.

About Nalgene Outdoor
Nalgene Outdoor Products is based in Rochester, New York. Founded in 1949 as a manufacturer of the first plastic pipette holder, the company soon expanded its product line to include state-of-the-art polyethylene labware under the NALGENE brand.  By the 1970s, outdoor enthusiasts had discovered the taste and odor-resistant, leakproof and rugged properties of NALGENE’s large selection of plastic containers. In response to this emerging demand, the NALGENE Consumer Products Division was formed. For more information, contact NALGENE Consumer Products or visit our website at HYPERLINK “http://www.nalgene-outdoor.com/”www.nalgene-outdoor.com.

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BOSTON, MA. (Feb 26, 2009)-  When it comes to media relations, most car companies follow a time-tested public relations formula: test-drives with the likes of Car & Driver, Automobile, and Road and Track. And while positive reviews in the auto press are essential, this year Subaru of America is taking a road less traveled to reach the American consumer: the CBC Winter House, an innovative media relations program from Boston PR agency Cercone Brown & Co. (formerly CerconeBrownCurtis).

This January, Subaru of America, Inc. put top consumer journalists behind the wheel of their 2009 Tribeca and Forester models at the CBC Winter House, where journalists were given the opportunity to test products in a natural setting. No contrived media pitches - just the product in the environment for which it was intended; in Subaru’s case, real roads, a wintry setting, and drivers of all skill levels.

“This was a unique way for us to get consumer journalists into Subaru vehicles and see what our products are all about,” said Heather Ward, manager of corporate communications for Subaru of America, Inc. “Park City was a great setting for us to show off the go-anywhere capabilities of our vehicles. With standard all-wheel drive and the legendary Subaru boxer engine, the media got to see a different side of our vehicles - not only are they safe and durable, but they are also a lot of fun to drive.”

Media pros from top press outlets ranging from Men’s Health to Good Morning America stay in the Winter House in Park City, Utah for three-day sessions, and have the opportunity to taste, touch and drive innovative 2009 products. In many cases, these products have not been released to the public.

“I had the opportunity to try products I wouldn’t have seen for months and have fun while I was doing it,” said Natalie Gingerich, Prevention. “I previously breezed over brands I was unfamiliar with and the Winter House gave me an opportunity to see new brands, and test familiar brands in a new way. I have always thought of Subaru as an outdoor car company but they have upped the ante. Their new models are luxurious and it was great to test them in icy conditions to see what they’re capable of”.

This year, the media really had an opportunity to test product that has yet to hit the market place, from brand new Kettle Chips flavors to heated jackets from Mountain Hardwear and brand-new watch models from Timex. Participating in Winter House gives companies an opportunity to use the media as a focus group on product that is new, innovative and still in its preliminary stages. Additionally, companies like Kahtoola and Karhu use the Winter House forum to get their name out and test product currently on the market. The program has lead companies to look at media relations in a whole new way.

“The media that attend the CBC Winter House and Summer House collectively sway huge influence on the consumer trends in the US and abroad,” said Noelle Guerin, the architect behind the program for CBC.  “Subaru created a powerful impression for journalists that typically don’t have the chance to report first-hand on the driving experience. It groups their new models within the realm of the most innovative and exciting products of any kind in 2009, not just new cars.”

Coming on the heels of a successful Winter House program, the Summer House, CBC’s sister program on Nantucket, has already signed on several companies. The Summer House kicks off on June 7. For more information on how to participate in Summer House or other experiential media relations programs please contact Noelle Guerin, nguerin@cerconebrown.com

About CBC

Located in Boston, Massachusetts, CerconeBrown&Company (CBC) provides branding, advertising, public relations, promotions and social media services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit www.cerconebrown.com.

About Subaru of America, Inc.

Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of nearly 600 dealers across the United States. Subaru makes the best-selling All-Wheel Drive car sold in America based on R.L. Polk & Co. new vehicle retail registration statistics calendar year-end 2007. In addition, Subaru boasts the most fuel efficient line-up of all-wheel drive products sold in the market today based on Environmental Protection Agency (EPA) fuel economy standards. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife Habitat by the National Wildlife Federation. For additional information visit www.subaru.com.