Case Studies



Abbadabba's CoolShoes

Abbadabba’s is Atlanta’s premier source for innovative comfort footwear. With five retail locations throughout metro Atlanta, the company offers a great selection of shoes that help people enhance their overall health, activities and passions. SMC started working with Abbadabba’s in 2011 to raise their visibility with prospective and existing customers, creating news stories that promote the company’s competitive advantages and unique offerings. Since that time, we have generated tremendous publicity with local media outlets, ranging from a five part story inclusion in the Atlanta Journal-Constitution’s holiday retail coverage to stories in local media outlets such as Points North Magazine , Dekalb Neighbor, The Marietta Daily Journal, Little Black Dress and the East Cobb Patch. This visibility, in conjunction with Abbadabba’s on-going marketing effort, helps promote top of mind awareness that translates into increased sales.

Brock International

Brock International

Brock International has installed over 25 million square feet of its combined safety and drainage layer products under synthetic turf fields worldwide. In 2011, our firm launched a comprehensive PR effort to Brock as a must-have item for organizations focused on safety/injury prevention. We have generated numerous stories in sports and industry media outlets like Athletic Business, Sports Turf, Parks and Rec Business and, showcased the company’s commitment to safety on social media and helped launch a highly-visible educational partnership with non-profit group Sports Legacy Institute. In January 2013, we continued to amplify Brock’s voice in the concussion prevention debate with a community outreach program called Safer Sports from the Ground Up that includes a website, blog, social media and a national safety contest for kids.

Synthetic Turf International

Synthetic Turf International

Synthetic Turf International , one of the leading manufacturers and installers of synthetic turf in North America, helps people experience a greener world in places where natural grass doesn’t easily grow. While the brand has over 70 distributors, and their products are currently in use at thousands of playgrounds, landscape projects, golf courses and indoor sport facilities, STI faced the challenge of low brand recognition and visibility among end-users. We crafted a Marketing Communications & PR Campaign that focused on enhancing the company’s brand image, increasing positive visibility and  promoting greater engagement with target audiences. By Spring 2013, the results have been fantastic – ranging from a syndicated consumer news piece called Four Ways to Drought Proof Your Yard that reached an audience of more than 26 million and generated sales leads, numerous articles in influential trade press, new website content and marketing collateral pieces, and the launch of STI’s Better Play & Recreation Contest, a community outreach effort to recognize non-profits with a $50,000 installation prize.

The InnovaNet Group


Committed to collaborative business improvement and innovation, the InnovaNet Group delivers sustainable value and results for clients through business growth, technical development and operations enhancement. When the company was being formed in the summer of 2011 through the merger of Criterion LLC and the InnovaNet Technology Group, leadership turned to SMC for help in creating a seamless brand. We identified their competitive advantages and key messages, developing and implementing a comprehensive brand communication plan. SMC continued to provide strategic communications counsel as needed, but we felt that the InnovaNet Group’s previous website did not effectively convey the incredible levels of innovation that differentiated the firm from competitors. During spring 2013, our team helped take the brand to the next level by conceptualizing and creating extensive content for a new website that is now generating significant visibility and SEO with prospective clients.

Kids Who Give

Kids Who Give/Farm Rich

When SMC was selected as the PR agency of record for Farm Rich, a $125 million frozen snacks and appetizers brand, the primary objective was to increase visibility through traditional and social media channels. Our agency accomplished that mission by organizing a Satellite Media Tour that reached over 24 million people nationwide, generating nearly 20 million media impressions with bloggers and targeted websites, and managing content and consumer engagement via Twitter and Facebook. However, the most impactful program SMC developed and launched was the Kids Who Give social responsibility effort in 2010 to promote youth volunteerism. Anchored by a national contest that received 14,000 votes, Kids Who Give generated more than 270 million publicity media impressions, including six television spots, attracted a strong Twitter following and bolstered the brand’s reputation with the family audiences it served.

Paige Valdiserri

Paige ValdiserriPaige Valdiserri, ME.d, LPC, NCC, BCETS, RMT, is an internationally-recognized Traumatic Stress and Intuitive Healing consultant. However, it was challenging to communicate her services and points of difference to prospective clients, who range from leaders within the CIA, FBI and Foreign Service, upper law enforcement and ranking military, corporate executives and professionals to first responders, law enforcement and military veterans. That’s why she turned to SMC for help in clarifying her brand. Through our discussions and research, we realized that Paige’s unique approach has empowered thousands of people on the front lines of stress to go from a place of personal fracturing back to wholeness- whether it is recovering from war zones, terroristic attacks, natural disasters, medical/chronic illness, intense professional/corporate settings, or life-changing personal events.  We developed brand messaging, a strategic communications plan and created website and marketing content to help convey Paige’s distinctive, impactful services in the most appealing manner possible.  As a result, she can now immediately demonstrate her tremendous credentials in helping prospective clients and create new opportunities.

Synthetic Turf Council

Synthetic Turf Council

Representing a billion dollar industry, the Synthetic Turf Council (STC) was founded in 2003 to promote the industry and to assist buyers and end users with the selection, use, and maintenance of synthetic turf systems in sports field, golf, municipal parks, airports, landscape and residential applications. SMC was hired in 2007 to help build their brand and increase the demand and acceptance of synthetic turf through a comprehensive Public Outreach & Education Campaign.  In 2008, we helped STC successfully overcome a major industry crisis by providing strategic counsel for the association and its members, developing key messages and communication materials and managing an extensive national media outreach. Over the next four years, SMC also developed community outreach programs, social media vehicles, educational tools and generated millions of positive publicity impressions that helped promote the growth and well-being of the synthetic turf industry.