KURMAN COMMUNICATIONS INCORPORATED

Public Relations  Marketing  Events AGENCY PROFILE

A LEADER IN ARTS, AUTOMOTIVE, ENTERTAINMENT, HOSPITALITY AND RESTAURANT PUBLIC RELATIONS AND MARKETING FOR TWENTY-FIVE YEARS

345 N. Canal Street, Suite 1404 Chicago, Illinois 60606 voice: (312) 651-9000 fax: (312) 651-9006 e-mail: [email protected] website: www.kurman.com blog: http://gotuzzatkurman.blogspot.com About Kurman That creativity is backed with strong delivery and Kurman Communications, Inc., is a Chicago follow-through, without which a great idea simply based full-service marketing and public relations withers on the vine. Our tenacity in following firm. Established in 1983 by President Cindy through all phases of a project ensures its results. Kurman, the agency has served a variety of local, We have learned our craft well and understand regional, national and international clients repre- that persistence definitely pays. senting a wide cross section of business and industry. KCI Philosophy We believe that public relations is capable of pos- Our goal is to produce tangible results for our itively influencing a “public” either directly clients, period. We do that by immersing our- (through events, newsletters, direct mail, etc.) or selves in our clients’ businesses and developing a indirectly (through the media, via a spokesperson keen understanding of how our breadth and or other third party). depth of resources can best be allocated to help them grow. We believe in conceiving, planning and deliver- ing only the most creative, value-driven, results In these days of immediate global Internet com- oriented programs possible. munications, merely keeping up with the Joneses isn’t an option. Our clients need to be one step We believe our clients are the most important ahead of the competition at all times. At elements of our business. We are client-driven in Kurman, we take pride in our ability to under- all things. Without them, we cease to exist. stand the marketplace and the issues unique to each client. We then use that knowledge to We believe great strategy leads to great programs develop successful, proactive communications and that great programs, delivered with tenacity, strategies and programs. provide exceptional results.

This Agency Profile provides you with a compre- We believe long-range strategic plans are essential hensive overview of our agency. We invite you to to long-term success. Successful plans have care- browse through it and review those sections that fully stated measurable objectives. are of interest to you. We believe that out of sight means out of mind. KCI Expertise Spending quality time with a client is essential. We are experts in planning and implementing Spending time at their place of business is impor- results-oriented communications programs that tant. Our recipe for success includes continuity, achieve marketing and public relations goals. communication and interaction between agency These programs are based on creative thinking and client. and strategic problem solving—the foundation of our company. Our creativity is what sets us apart We believe in giving 110 percent on our worst from other agencies. days. Our clients expect only our best and we would give them nothing less. We’re dedicated to our clients and willing to do whatever it takes to get the job done.

KURMAN COMMUNICATIONS INC. 1 Kurman’s Menu of Services

 Book Promotion and Author Marketing  Celebrity Endorsements  Community Relations  Contest Management  Cookbook Publicity and Promotion  Direct Marketing  Editorial Copywriting  Employee Relations  Event Management  Grand Openings  Industry Relations Cindy Kurman Barrie and Lee Barrie  Local, Regional and National Media Relations Agency Fact Sheet  Media and Spokesperson Training  Media Relations COMPANY: Kurman Communications, Inc.  Meeting and Conference Planning, FOUNDED: 1983 Production and Marketing YEARS IN BUSINESS: 25  New Product Introductions HEADQUARTERS:  Newsletters: Concepting, Design, Writing 345 North Canal St. and Distribution Suite 1404  Promotion Management Chicago, Illinois 60606  Quantitative Research PHONES:  Satellite Media Tours and Video News Main (312) 651-9000 Facsimile (312) 651-9006 Releases E-MAIL: [email protected]  Speaker Placement WEBSITE: www.kurman.com  Speech Writing and Presentation Production OFFICERS: Cindy Kurman Barrie,  Sponsorship Marketing President/CEO  Strategic Communications Planning Lee Barrie,  Trade Relations Programs Vice President  Website Consultation AFFILIATIONS: Chicago Green City Market International Association of Culinary Professionals International Foodservice Editorial Council Midwest Automotive Media Association National Restaurant Association River North Association Share Our Strength Organizational Committee Streetwise Women Chefs & Restaurateurs

KURMAN COMMUNICATIONS INC. 2 Kurman Communications Restaurant Industry Kurman Restaurant Clients, Multi-unit Experience Boston Market Burrito Beach KCI’s restaurant client portfolio reads like a Café Ba-ba-Reeba! Who’s Who of the nation’s best and most recog- California Café nized restaurants. The number of restaurants we California Pizza Kitchen have represented is in the hundreds, in all cate- Caliterra gories from quick service to world renowed fine Chevys Fresh Mex dining. KCI’s recent success for TRU, Aigre Devon Seafood Grill Doux, Caliterra, Coco Pazzo, Coco Pazzo Cafe, Einstein Bros Bagels Gordon Biersch Brewery Restaurants, Houlihan’s, Fuzio Universal Pasta Karma, Quiznos Sub, Einstein Bros., Ritter’s Gordon Biersch Brewery Restaurants Frozen Custard, Lettuce Entertain You Houlihan’s Restaurants, Burrito Beach, Einsten Bros., Chicago’s Green City Market, Flat Top Grill and Lavazza cafes many other restaurants speaks to our ability to Lettuce Entertain You Restaurants manage and organize openings, special events, Levy Restaurants, Inc. media relations and marketing programs. Our McDonald’s Owners Association recommendations are based on thorough research Morton’s Steak House and journalistic expertise. Phil Stefani Signature Restaurants Ritter’s Frozen Custard We have achieved great success throughout all Quiznos Sub sectors of the restaurant industry, from quick Shula’s Steak House serve through five-star dining. We have a long track record for successfully managing and organ- Kurman Restaurant Clients, Independent izing brand building programs. Our clients are 312 Chicago regularly reported on in national publications like Aigre Doux Food and Wine, Gourmet, Bon Appetit, Saveur, the Bêtise Wall Street Journal, New York Times, Newsweek and Birch River Grill Time. Trade magazines such as Nation’s Restaurant Bistrot Zinc on Southport News, Restaurants & Institutions, Chef, Food Arts, Bistrot Zinc on State Restaurant Business, and Chain Leader turn to KCI Blackhawk Lodge and their clients for information on restaurant Café Spiaggia and food trends, people profiles, menu ideas and Cité recipes and marketing techniques. Coco Pazzo Coco Pazzo Cafe KCI’s active involvement in, and commitment Convito Italiano to, the restaurant industry is exemplified by the Country House fact that for seven years Cindy Kurman served Creole on the National Executive Board of Women Cucina Bella Osteria Chefs and Restaurateurs, a national organization Dine that brings together leading chefs and business Dragonfly owners in the field. Emilio’s Entourage on American Lane A partial listing of KCI’s restaurant clients follows: Erwin Flat Top Grill Gordon Graziano’s Brick Oven Pizza Harvest KURMAN COMMUNICATIONS INC. 3 Harvest on Huron We have implemented numerous programs Hubbard Street Grill focused on a wide variety of consumer and busi- Incognito ness-to-business related issues. Karma Kinzie Chophouse Our contacts in the tourism industry and among Kit Kat Lounge and Supper Club travel journalists are very strong and we under- Landmark Bagels stand the challenges inherent in the highly com- Las Bellas Artes petitive hospitality and tourism industry. Below Lawry’s Prime Rib are examples of our work with hospitality and Maijean tourism clients. Mambo Grill Mango Westin Hotels, 2007-present Marche  Oversee media relations for opening of Molive Westin Lombard Yorktown Center Hotel, Mrs. Murphy and Sons Irish Bistro Lombard, IL Nick’s Fishmarket  Public Relations and Marketing Management Palaggi’s for kosher banquet services offered by Pili.Pili Westin North Shore Hotel, Wheeling, IL Sabor Scoozi! Crowne Plaza Hotels: 2002-present Shallots  Oversee media relations for three Chicago Sola area properties, Crowne Plaza-The Silversmith Sopraffina Marketcaffe and the Crowne Plaza North Shore and the Souk Crowne Plaza Chicago Metro Taza  Public Relations and Marketing Management Trattoria No. 10  Oversee national media relations program Trio  Grassroots community relations programs Trio Atelier Tru Pheasant Run Resort & Spa: 2004-2006 Vinci  Oversee publicity for hospitality, dining, Vivo entertainment, golf and theater programs Zealous  Manage B2B trade publicity  Provide PR services to corporate/group clients KURMAN COMMUNICATIONS’ HOSPITALITY AND Hilton Hotels: 2000 - 2001 TOURISM INDUSTRY EXPERIENCE  Public Relations and marketing management  Oversee national media relations campaigns The hospitality, travel and restaurant businesses for Hilton F&B operations through marketing often dovetail. Because of our extensive track partner The Sieb Organization, Phoenix record in the restaurant and F&B arena, our  Created Hilton Wine Experience campaign services have also been requested by many hotels, and implemented corporate wide program tourism organizations and other travel-related launch in Napa. companies. We have consulted with our hospital- ity and tourism clients on how to leverage pro- motional opportunities with publicity, geared toward delivering a strong brand message.

KURMAN COMMUNICATIONS INC. 4 Wyndham Food & Beverage Marketing: Omni Chicago, Restaurant Project: 1996 - 1997 1999 - 2001  Grand Opening for Restaurant  Oversee national media relations campaigns  Hotel Consulting and Promotion for all Wyndham F&B operations through  Secured Oprah Sponsorship marketing partner The Sieb Organization, Phoenix Omni Chicago, Hotel Project: 1996-1998  Public Relations Consulting Whitehall Hotels: 2000 - 2001  Restaurant Marketing & Promotions  Public Relations and Marketing Management  Secured Oprah Sponsorship  Re-grand Opening of Molive Restaurant  Managed marketing, media relations and Whitehall Hotel, Project: 1995 - 1996 community relations programs  National/International Media Relations for Hotel and Restaurant Sheraton Chicago and Shula’s Restaurant:  Community Relations Programs 2000 - 2002  Holiday Promotions  10th Anniversary Marketing and Media  Conducted Writing Seminar for Sales Staff Relations (March 2002)  Developed Weekend Packages  Public Relations and Marketing Management  Organized Fam Trips: Travel Writers,  Planned and executed Grand Opening of Lifestyle/Women’s Shula’s Steak House  Direct Mail to Area CEO’s  Managed public relations activities for Shula’s  Hotel Introduction Events to Various Groups  Executed numerous Don Shula special events  Marketing Support Materials  Media relations for the hotel’s 10th year anniversary celebration Le Meridien Chicago, Project: June 1991 - October 1991 Wyndham International: 1998 - 2001  Grand Opening of Brasserie Bellevue  Public Relations and Marketing Management  Supervise Internal Public Relations  Wyndham Chicago Hotel - Pre-Grand Coordinator Opening and Grand Opening  Secured Oprah Sponsorship  Managed Caliterra Restaurant Marketing and Promotion, — Chicago, Boston and Atlanta Guest Quarter’s Suite Hotel Chicago: January  Managed community relations and philan- 1990 - June 1991 thropic programs for Caliterra Chicago  Pre-Grand Opening Strategies  Developed collateral materials/ad campaigns  Orchestrate Grand Opening Events, Promotions and Media Relations Kimpton Hotels: 1998 - 1999  FAM Trip Programs, Community Tie-Ins,  Public Relations and Marketing Management Collateral Support  Managed grand opening, ongoing media rela- tions for 312 Chicago and Mossant restaurants  Managed all community relations programs  Recommended and executed feeder market media programs

KURMAN COMMUNICATIONS INC. 5 Hotel 21 East Kempinski: August 1988 - Kurman has also successfully launched major January 1990 automotive conferences. In 1976 Kurman con-  National/International Media Relations ceived and executed the Automotive News World  Post-Grand Opening Community Relations Congress for worldwide automotive leaders, Strategies including (at the time) Henry Ford, Lee Iacocca,  Marketing Partners Programs with Oak Street Ralph Nader, Jessie Jackson, Neil Armstrong, and Council, Museum of Contemporary Art, A. J. Foyt, among others. Kurman managed this Illinois Film Festival, Chicago Film Office, etc. annual event through 1978. The World Congress  Steppenwolf Theatre, National Food Writers still meets, more than 30 years after its inception. Convention In 1977, Kurman created the European Motor  Restaurant Marketing and Media Relations Conference in Frankfort, Germany, sponsored by Programs the Financial Times of London.  Charity Management  Secured Oprah Sponsorship For ten years thereafter, Kurman continued her work with Chrysler Corporation, leading public Coastal Hotel Group: 1989 relations efforts in seventeen states for Lee  Highland’s Inn, Marketing Consultant Iacocca. Her extensive experience at the highest levels of corporate America provided Kurman Management Group: 1980 - 1983 with the savvy and business acumen to deliver  Public Relations and Marketing Promotions exceptional results for clients.  Ambassador West  Sheraton Naperville Automotive Industry Events  Chicago Lakeshore Hotel  Auto Shows - Chicago, Cincinnati, Cleveland, Columbus, Kansas City, Indianapolis, Association and Governmental Affiliations: Milwaukee, Minneapolis, Pittsburgh, 1980 - present St. Louis, Tulsa, New Orleans, Memphis,  Chicago Convention & Tourism Board, Detroit Marketing Committee  America Tour with Lee Iacocca  Concierge and Convention Bureau Programs  Awards for Excellence for The Grand Salon  Bud Light/Plymouth Corporate Sports Battle  Chicago Auto Show Tie-In Promotion with  C.A.S. Computerized Car Ordering System Chicago Convention Bureau  Chrysler Minority Retail Dealer Development  Numerous programs with Oak Street Council, Program SOAR, North Michigan Avenue Association,  Dealer Marketing Programs/Openings and State Street Council 1980 - 1998  Dodge Truck World Championship Rodeo  Dodge/Wrangler Country Music Showdown  Handle with Care, Child Safety Seat Program KURMAN’S AUTOMOTIVE INDUSTRY EXPERIENCE  Kenny Rogers/Dodge Truck Food Drive - Iowa, Tulsa, Kansas City, Dayton KCI's automotive industry experience  Last Days of Patton is extensive. For eight years we managed central  Legends for Liberty, Concert region sales and marketing public relations for  Louisiana World Exposition Chrysler Corporation, including their introduc-  National Collegiate Driving Championships, tion of the first ever minivan, the popular Dodge 1984 - 1989 Caravan and Plymouth Voyager. Event sights: Purdue, Indiana, Iowa, Illinois State, Iowa State, Notre Dame, Northern Illinois, University of Kansas, University of Missouri, University of Illinois, Ohio State, Hays State, Kent State, Finals - Daytona KURMAN COMMUNICATIONS INC. 6  Operation Drivers Excellence  Eagle Summit - Chicago, Minneapolis,  Plymouth/AAA Trouble Shooting Contest Cincinnati, St. Louis, Indianapolis,  Event Sights: Madison, Columbus, Normal, Cleveland, 1988 Indiana, Kansas City, Kentucky, Missouri,  Eagle Talon Eagle Challenge - Chicago, Pennsylvania, North Dakota, Oklahoma St. Louis Finals - Washington, D.C.  Lamborghini Countach  Stroh's Run for Liberty, Finals  TH!NK FAST!/TH!NK...Don't Drive and Issues Management Drink -- campus drivers education program  Arbitration  TH!NK...Don't Drive and Drink" Music  Plant Closings Video -- Negotiated sponsorship between dealers, Chicago Theatre, U.S. Department of Dealership Marketing Transportation and Stevie Wonder  Chicago Metro Dodge Dealers Association - McDonald's Christmas Parade New Product Introductions - Neediest Children's Fund (special project/city tours/ride & drives) - Statue of Liberty Fund  Dodge Daytona - Chicago, Cincinnati, New - A-Team Van Raffle for Chicago Youth Orleans, Memphis, Kansas City, St. Louis, - Illinois Lottery/Kentucky Derby Program 1984  Chrysler Maserati TC, Concept Car -  Chicago Metro Chrysler Dealers Association Chicago, 1986 - Chicago Bears Super Bowl Victory  Chrysler New Yorker/Dodge Dynasty - Celebration Chicago, St. Louis, Kansas City, - Chicago Theater Broadway Series Pittsburgh, Milwaukee, Cincinnati, Sponsorship Minneapolis, 1987 - WBBM Broadcast at Auto Show  Chrysler Fifth Avenue - Kenosha, 1987 - Limited/Marshall Fields Halston Tie-in  Chrysler Imperial - Chicago, Los Angeles, - Art Institute Women's Board Sundance 1980 Program  Chrysler LeBaron Coupe - Chicago, 1987 - Thank You America - Dealership  Chrysler LeBaron/Dodge Lancer, 1985 Announcement  Dodge Caravan/Plymouth Voyager  Kansas City Metro Chrysler/Plymouth Introduction, 1983 (Four Corners Show - Dealers Chicago) - Tent Sale  Dodge Caravan/Plymouth Voyager - Atlanta, St. Louis, Kansas City, Memphis, Cincinnati,  Omaha Metro Dodge Dealers 1987 - Richard Gordman Department Stores  Dodge Dynasty/Chrysler New Yorker, 1987 Promotion  Dodge Omni/Plymouth Horizon America - Chicago, 1987 (press conference with Iacocca Individual Dealer Support and Gov. Thompson)  Bloomington Chrysler-Plymouth,  Dodge Shadow/Plymouth Sundance; Dodge Bloomington, IN, Fashion Show Daytona/Plymouth Laser (roll-off) - St. Louis,  Center Garage, Cedar Lake, IN, 60th 1983 Anniversary  Eagle Premier - Chicago, Milwaukee, Kansas  Ed Schuler Racing Team City, Chrysler New Product  Thiensville Chrysler-Plymouth Grand Opening Ice Carnival  Kennedy Chrysler/Plymouth Ground Breaking

KURMAN COMMUNICATIONS INC. 7  Landmark Ford Grand Opening  Chicago Magazine, 1993 Chicago Auto Show  Murphy Motors, Hannibal MO, Golden Advertorial -- Recommended strategies for Anniversary creating a Chicago Auto Show section.  Vandalia Motor Sales Open House Developed and wrote section editorial content  Westmont Toyota Grand Opening and assisted in industry advertising contacts.

Zone Marketing (zone specific)  Emgee Marketing, Inc. -- Represent Emgee  Cincinnati Zone/Dodge Dealers Marketing, Inc. Nationwide publicity efforts - Lite Beer World's Toughest Rodeo for the absorber7 and an entire line of Kansas City Zone/C-P/Dodge automotive appearance care products. - Tent Sale  St. Louis Zone  Emgee Marketing Events - Dare to Care Program AAIW (Automotive Aftermarket Industry - Veiled Profit Week) Show, Las Vegas, November 1992.  Milwaukee Zone Kurman Communications assembled press - Office Grand Opening kits and traveled to Las Vegas to oversee - Award for Excellence media relations for two simultaneous after market shows. Kurman's efforts led to a cover Speaker Support photo of the client on the "Show Daily" for  Merchandiser of the Year Award the second day of the show, resulting in added  Competing in the Automotive Pressure traffic at the Emgee Marketing booth. Cooker  AutoInfo, Women's Marketing Program Automotive News World Congress and other  Chrysler's Health Plan conferences  Making Sponsorship Work Prior to forming Kurman Communications,  Pittsburgh Press Club Inc., Kurman created The Automotive News  Eagle Marketing, One Year After World Congress - Symposium of chief executive officers from through the world came together Media Relations to discuss industry trends. Kurman created the  Chicago Auto Show, 1991 and 1992 -- first and subsequent three Automotive News Revamped media relations operations and World Congresses held annual in Detroit and developed strategies for reaching national sponsored by Automotive News. More than media, improving the show press room, 1000 people attend annual and have since the constructing new media contact lists, writing first meeting in 1976. editorial material for both the press kit and program book, and promoting tie-in partner European Motor Conference - Symposium held ships with the City of Chicago, Department in conjunction with the Frankfort Auto Show of Tourism and Chicago area hotels. and sponsored jointly by Automotive News and the Financial Times of London.

KURMAN COMMUNICATIONS INC. 8 PARTIAL LIST OF OTHER CLIENTS SERVED BY Corporate Communications KURMAN COMMUNICATIONS Allied Plastics Masonite In the public relations and marketing field, Merrill Chase Galleries we’re known through the company we keep. Moulinex Corporation We believe our client work literally defines our Philip Morris U.S.A. agency. Over the past twenty-four years, Kurman The Back Store Communications has worked with a variety of The Sieb Organization (Phoenix) clients specializing in many different industries. The following represent a partial compilation of Department / Mass Merchant Stores key accounts. May Department Stores-Venture Beverage Entertainment / Games House of Seagram’s Chicago Sinfonietta Porto Wine Institute ‘N Synch Kellogg’s Breakfast of Champions Polyglot, Inc. Charitable / Pro Bono Rainbow Games, Inc. Alzheimer’s Foundation TDC Games, Inc. American Diabetes Association The Association: Back Together Tour American Institute of Wine & Food Waddington Games, Inc. Association of Professional Orchestra Leaders Chicago Fund on Aging and Disability Events Chicago’s Green City Market American Diabetes Association Sweet Success Cystic Fibrosis Foundation Chicago Fund on Aging and Disability Celebrity Dine Out Chicago Chef Brunch National League Football Hall of Fame Chicago Sun-Times 3 on 3 Basketball Association Chrysler National Driving Championships Lincoln Park Zoo Citibank Citi-Circuit Bicycle Challenge Missionary Sisters of Charity (AidsCare Chicago) Dodge Country Music Showdown Rainbow House/Arco Iris Marshall Vente Jazz Festival Share Our Strength Meals on Wheels Special Olympics Chicago Plymouth-AAA Trouble Shooting Contest Statue of Liberty Foundation Run for the Zoo (Lincoln Park Zoo; Chicago) Steve Wonder “Don’t Drive Drunk” Campaign Stroh’s Run for Liberty Three Arts Club United Airlines Run for the Zoo and ZooFest Women Chefs and Restaurateurs Fashion / Apparel Consumer Packaged Goods Blue Fish Clothing Benrus Watch Company Jeffrey Robert, Inc. (diamond jewelry) Glade Air Freshener Igo Home Products, Inc. Food Brands Beatrice, Inc. Coca-Cola Foods Gebhardt Mexican Foods LaChoy Chinese Foods Pepsi General Bottlers

KURMAN COMMUNICATIONS INC. 9 Health / Nutrition Media Foodfit.com Arts & Entertainment Television Network (A&E) Illinois Masonic Medical Center Bon Appetit Nutritional Data Systems (Austin) Chicago Magazine Consumer Guide High Tech Food Industry News Big Bad, Inc. Today’s Chicago Woman Chrysler Technology Lakeside Networks Nightclubs Northshore InfoRamp, Inc. Polly Esther’s Nightclub Nutritional Data Systems, Inc. Package Software Associates, Inc. Professional Services Paragon Technologies, Inc. Bagby Design, Inc. Portfolio PR Cato Johnson Worldwide Infoware, Inc. Hotel / Hospitality Kalcheim, Schatz & Berger (Law Firm) Ambassador West Hotel Nancy Warren Architectural Crowne Plaza The Silversmith Crowne Plaza Chicago North Shore Real Estate / Construction Guest Quarters Suite Hotel Chicago Centex Life Solutions Hilton Hotels International Harvey Walken & Company Hotel 21 East Mark IV Realty Le Meridien Hotel Republic Title Omni Hotel Sheraton Chicago The Whitehall Hotel and Restaurant Wyndam Hotels and Restaurants International

KURMAN COMMUNICATIONS INC. 10 BIOGRAPHY OF KURMAN PRINCIPALS According to Kurman, “Keith (Crain) had the foresight to see raw talent and the ‘chutzpah’ to Cindy Kurman Barrie hire me and put me in charge of creating the first President/Chief Executive and subsequent two Automotive News World Officer Congresses, an annual meeting for automotive Cindy Kurman Barrie, executives, now celebrating its 25th year.” This whose company celebrated move by Crain set Kurman’s career in motion. its 24th anniversary in June She worked with Henry Ford, Lee Iacocca, Jessie 2007, believes that her com- Jackson, Neil Armstrong, Jackie Steward and A.J. pany’s success has every- Foyt among others. thing to do with her ability to inspire those with whom she works, be they Kurman received Successful Meetings magazine’s client, employee or the media. Those who know coveted 1976 Gold Key award for her outstanding Kurman understand that her tenacity, insight planning and promotion of the World Congress. and dedication have contributed greatly to their She later created the European Motors conference successes. in Frankfurt, Germany, for the Financial Times of London and Crain. After leaving Automotive News Working within a service industry, not unlike in 1978, Kurman moved to Chicago and held sev- restaurants and foodservice, Kurman is amused by those who think marketing communications is eral agency public relations positions before form- one big party. Her insight into the problems of ing Kurman Communications at the suggestion running a business - staffing, training and reten- of Chrysler Corporation, the agency’s first client. tion - have a big part in her formula for success For eight years under Kurman’s leadership, the and the success of her clients. agency managed all central regional (17 states) public relations activities for Chrysler and 15 “You have to be able to accept failure and look percent of national marketing programs. beyond the immediate to visualize and accomplish your long term goals,” Kurman says. “Approach Kurman’s interests are many, which is reflected in everything with a positive, can-do attitude and a the client mix of her agency. Known locally for her willingness to try.” That spirit and determination public relations, marketing and event planning has set her company apart from the competition. work in the food, hospitality, medical and automo- Kurman’s story reads somewhat like a fairytale. tive industries, Kurman’s clients are benefiting from her good rapport with reporters nationwide. “I was raised in an Ozzie and Harriet environ- ment,” she says. “I was told I could accomplish any- thing as long as I had the passion and willingness Clients appreciate Kurman’s get-the-job-done to work hard. I never expected anything to be given attitude and her ability to creatively manage and to me.” This is a philosophy that has definitely execute inventive on-budget programs. She cele- paid off. brated her 11th year in business by organizing a memorial benefit for her late father, Charles, Kurman plunged into the business world fresh who passed away from complications related to out of Kent State University at age 20. In part, diabetes. The program was reported in USA Today, she credits her early success to her first boss, the Chicago Tribune and numerous other media. Keith Crain, publisher and founder of Crain Communication’s Automotive News, along with brother Rance and mother Gertrude of Crain’s Chicago Business.

KURMAN COMMUNICATIONS INC. 11 Kurman Communications’ many successes She is also a Board Member of the River North include the introduction of the Minivan Association and a member of the Chicago (Caravan and Voyager) for Chrysler, the introduc- Convention and Visitors Bureau and . Kurman is tion and marketing of the wildly popular “Couch very committed to expanding professional oppor- Potato Game,” and the announcement of CVS tunities for women in the restaurant industry. (Chorionic Villi Sampling) for Dr. Norman She recently retired from the national board Ginsberg, a test that determines genetic birth member of Women Chefs and Restaurateurs defects in the first trimester of pregnancy. In after a seven-year stint. 1996, Kurman Communications worked with Julia Child on two successful cookbook projects. Lee A. Barrie Vice President A reputation as a restaurant marketing genius Lee Barrie brings over has served Kurman well. She landed the twenty five years experience California-based Chevys’ Fresh Mex account and in marketing, media man- organized its most visible property media extrava- agement and corporate ganza in New York’s Times Square. communications to Kurman Communications. He man- An active member of the restaurant community, ages a broad array of KCI’s Kurman has served on the national executive marketing, business development and communi- board of Women Chefs and Restaurateurs for cations functions. seven years. Her other nonprofit involvement includes the American Institute for Wine & Barrie earned his MBA in marketing at Food, Citicorp Savings of Illinois Alzheimer’s Northwestern University’s prestigious Kellogg Disease and Related Disorders Foundation, Graduate School of Management in 1982. He Cystic Fibrosis Foundation, Joffrey Ballet, then joined Carlson Marketing Group, one of Museum of Contemporary Art New Group, North America’s largest marketing services com- Rotary One, Sharing It, the Mayor’s Office of panies. At Carlson, he worked with Fortune 500 Special Events, Statue of Liberty Foundation and corporations to design and implement marketing the Three Arts Club. channel development programs. Focused on strengthening learning, communications and In 2003, Kurman was named as one of the motivation throughout the sales channel, these founding members of Today’s Chicago Woman programs helped increase dealer/retailer loyalty, Hall of Fame. She also received the Women in helped improve their product knowledge and Communications Entrepreneur Award in 1983 sales ability. His clients came from a wide range and is listed in Who’s Who in Women, Who’s of industries including manufacturing, banking Who in the Midwest, Who’s Who in Business and financial services, utilities and automotive. Leaders, IBC Advisory Council and Outstanding Young Women in America. Barrie received national recognition in 1985 when he won a National Case Studies competi- tion sponsored by the Cable Television Administration and Marketing Association (CTAM) for his ground-breaking motivation and corporate culture-building work with Group W Cable of Chicago. His six-month intensive pro- gram of learning and motivation helped Group W Cable greatly improve their interdepartmental coordination and strengthen customer service.

KURMAN COMMUNICATIONS INC. 12 Barrie was one of Chicago’s pioneers in the use His portfolio of client publications continued to of desktop publishing technology to improve expand, including such titles as Popular Science, design and production of communications Field and Stream, Outdoor Life, Golf Magazine, Golf pieces. Having developed technical expertise in Digest, Ski, Skiing, Tennis Magazine, Billboard, this field in the mid-eighties, and coupled with Adweek, Modern Maturity, Reader’s Digest and his successful track record in corporate culture- many more. building, in 1989 he was hired by Hearst Magazines in New York City to institute a In the year 2000, Barrie and Cindy Kurman company-wide transformation in editorial were married and he returned to Chicago. With production processes. There he worked with such complementary skills, the couple soon ten national magazines, including Good decided to become a business team as well as Housekeeping, Cosmopolitan, Popular Mechanics, husband and wife. Sports Afield, Esquire, Country Living, Harper’s Bazaar and others. Cindy and Lee are thoroughly enjoying working together as they develop an expanded array of By redesigning jobs and refining editorial work- services to offer KCI clients. Barrie wears many flow processes to synchronize with the new tech- hats, from business development to writing com- nologies, he helped the publications significantly munications material and day-to-day account improve their efficiency and editorial quality. He management. He also enjoys managing the state- has been a leader in implementing computer of-the-art technical infrastructure that sets KCI training skill development programs for editorial apart from most agencies, both large and small. professionals (editors, art directors and produc- tion staff) as well as in implementing hardware and software systems and networks to facilitate the editorial process.

Barrie’s media career continued to expand throughout the 1990’s as he took on greater roles at Times Mirror Magazines, the New York Times Magazine Group and later at DeskNet Inc., one of New York’s leading publishing consulting firms. There his work with key media companies to design and implement print editorial production systems continued. He also was one of the first to pioneer cross-media publishing technologies involv- ing CD-ROM publishing and web publishing.

KURMAN COMMUNICATIONS INC. 13 ARCHITECTING BRANDED ‘EXPERIENCES’ IS THE You know how to create a brand image, but have 21ST CENTURY WAY OF BRAND MARKETING no idea of how to architect a total branded expe- Kurman Communications, Inc. specializes in rience. Our goal is to control and orchestrate the branding restaurant and hotel concepts through total experience surrounding a product or serv- marketing communications, media relations ice. How it’s perceived from start to finish - from and event management. the time someone logs onto a company’s website for information, through actual purchase and By Cindy Kurman ongoing customer service.

Architecting branded experiences will change the How is the total brand experience developed in way marketers do business in the 21st century. each area of hotel operations including food and beverage, rooms, training, operations, etc. To Everyone is into the branded experience game. fully understand, you need to have a clear under- People like Martha Stewart, Bob Villa, Ralph standing of what the brand experience is. Lauren - they’re all selling lifestyles - very specific lifestyles that consumers then adapt and cus- Brand Marketing Alone is Destined to Fail tomize at home. Just look for evidence in homes Without a branded experience, the whole process being designed today and you’ll find exposition is too superficial. This is an industry-changing kitchens, customized music centers, home spas phenomenon and knowing how to manage and and organic herb gardens. It’s all about taking create effective branded experiences from start to these branded experiences down to the personal finish is an art. level and marketing them to the individual. Take, for instance, companies like Lexus, Today’s consumer is educated and very unforgiv- Starbucks, Barnes & Noble, and Disney. They are ing - with little or no free time to waste on less highly successful architects of branded experiences. than optimal experiences. However, most market- ing, hotel, or food and beverage executives have Practically every person in America knows what little or no staff or funding to create an experi- to expect from Disneyland. There are expecta- ence environment for their customers. tions for how the parks should look, what will be seen over the course of the visit, and how one We are all looking for the same thing: to provide can expect to be treated - from the time you enter quality guest or employee experiences in the hos- the gates until you’re standing on Main Street pitality area, whether that be a guest room, at watching the closing parade. In fact, Disney just check-in, in an employee cafeteria, a hotel restau- raised ticket prices across the board so they can rant or bar, inside a casino, a travel destination accommodate bigger and better parades. The or within a university. People have so many people at Disney understand what expectations opportunities these days to be wowed. We can no are for the Disney branded experience. It’s what longer expect them to be wowed by just food or a they’re customers expect and they replicate it wine list or the quality of service or the room in flawlessly on a daily basis. which they stay, or with a meal that is served. This generation of post-baby boom consumers - Gen X, Gen Y and Gen D - are interested in unique and memorable experiences. This is a tough concept for a lot of business owners (oper- ators) to buy.

KURMAN COMMUNICATIONS INC. 14 A Star in the West What does the consumer want? They want and Customers rarely know why they love the need a branded, feel-good experience. It’s essen- branded experience, but they continue to return. tial to building brand loyalty. We need to sell They certainly aren’t aware that the experience is them on the experience, not just the product. totally premeditated and controlled. Las Vegas is And smart operators who have addressed this a perfect example of how gaming destinations experience mentality are reaping greater profits orchestrate a total branded experience. It’s not and repeat business. about holding customers captive in the casinos. Think it’s a Cinch? Think Again. You’re held captive all right - by huge complexes But that doesn’t mean crafting a branded experi- offering entertainment, shopping, food and ence is easy. If you’re in the theme park business, drink. Gambling is still the chief reason people duplicating the Disney experience is complicated go to Las Vegas. But they can do the same thing and costly. They set the gold-medal standard. online if they choose. Or they can do it on a Someone like Universal Studios then has to meet riverboat in St. Louis, Missouri. It’s about selling the baseline Disney expectation before customers and delivering the Las Vegas experience. will even consider giving Universal its own branded experience rating in their heads. Transitioning to a branded experience mentality - one in which companies are able to deliver For companies, it takes a savvy team to realize that unique and memorable experiences tied to prod- the experience has a lot more to do with feelings uct purchase and use - is a critical success factor and intangibles than it has to do with the actual more so today than ever before. products themselves. To guarantee success, com- panies must take a leadership position in provid- Polo Anyone? ing branded experiences, which can be tricky. You can buy Ralph Lauren products at a factory outlet mall or discount store for reduced prices. You have to examine the product, the facilities in But those who do are missing out on the whole which it’s created or sold, how it’s marketed and Ralph Lauren lifestyle that’s embodied by the the intangibles. Each of these has to be analyzed company’s stores and advertising. People who buy before one can create the branded experience sur- into the Lauren lifestyle want the total branded rounding that product. experience. They know how the stores should look, how they’ll be treated, how much they can First and most critical, is to examine the hospital- expect to pay and the quality of goods they’re ity offering as part of the overall branded experi- buying. Of course, there will be those who prefer ence. You must define exactly what the optimal to shop at a factory outlet mall, but that doesn’t customer experience should be, then create base- mean they aren’t trying to recreate that branded line standards for quality and consistency. experience, too. It just means their budget won’t allow them to experience the entire package There are No Second Chances according to Ralph Lauren’s standards. The customer experience has to be unique and memorable right off the bat. If you blow it the first time, chances are, you won’t get a second chance.

KURMAN COMMUNICATIONS INC. 15 KURMAN COMMUNICATIONS IN THE MEDIA Consider a soft opening. Begin your operation before the grand opening to work out the kinks Entrepreneur Magazine, May 2000 and make sure your employees are trained and Opening Ceremonies: Your company’s grand know what to do. opening could be your best marketing plan. Make your event(s) appropriate. Make your grand opening compatible with your business. “Don’t By Jacquelyn Lynn just give a party - do things that make sense for the business,” says Kurman. “Make sure the per- Considering everything that’s involved in getting son who’s attracted to your event is the person your business off the ground, you may be tempted who you want patronizing your business.” to treat your opening as a minor detail, but an effective opening is an important part of your mar- One of Kurman’s clients is TRU, a four-star keting plan. “Planning an opening is no different restaurant in Chicago. Pastry chef/co-owner Gale from planning a business,” says Cindy Kurman, Gand, 43, opted for something different. “We president of Kurman Communications Inc., a PR gave small dinners and private showings with per- firm based in Chicago. She offers these tips: sonal tours [to prospective customers],” Gand says. “We didn’t feel [a big party] reflected the Budget for the opening. Decide what you’e going soul of the restaurant.” to do, figure out how much it will cost, and include those expenses in your first-year market- The strategy worked: TRU has become one of ing budget. Chicago’s most popular fine dining establishments.

Plan ahead. Kurman says it’s not unreasonable to Lodging F&B Magazine, February 2001 plan as far as a year ahead, especially for a splashy event with VIPs and celebrities. Inviting the Media to Dinner: Treat it like a state dinner, from seating to choice of cuisine. Know whom you’re trying to reach. Your com- How, when, and why to stage a media pany’s grand opening needs to target not only dinner/event. your customer groups but your suppliers, the media and possibly other audiences. By Kathleen Cassedy

Figure out staffing and create a timeline. Decide The cultivation of favorable media coverage is a who’s responsible for what, and when it needs to requisite part of marketing. “Media stories gener- happen. ally carry more weight than advertising because people tend to trust third-party endorsements Keep good records. Track what you do and what more,” says Cindy Kurman, president of Kurman you spend. Make checklists so nothing gets for- Communications, a Chicago-based marketing gotten or overlooked. public relations firm representing city hotels and restaurants.

Restaurants can attract publicity by hosting media dinners or luncheons to introduce the restaurant, chef, and menu. A press dinner must be planned to perfection since every aspect of the experience will be noted and scrutinized by the journalists. And while a good review can make a restaurant, a bad review can destroy it.

KURMAN COMMUNICATIONS INC. 16 Consider this event. About 40 journalists who “The press should get the white kid glove treat- cover food and restaurants for magazines, news- ment,” she says. “You’re hosting a press dinner to papers, online publications, and radio and televi- impress people. These people are jaded. They are sion shows were invited to a press dinner at a plied constantly with invitations to these types of prestigious hotel in Washington, D.C. The pur- events, but if you go that extra mile to ensure pose was to introduce the chef’s new menu and your event is exceptional, they’ll never forget it, how it could be paired with Meritage wine. After no matter how jaded they are.” a cocktail reception, guests sat down to assigned seating. Wine was poured, and an appetizer was The most common mistakes are erratic service and served. It was clear the general manager and running out of food, say both food journalists and hotel’s publicist had put forth considerable effort publicists. Geneva Collins, who reviews restau- to create this event, even to the extent of placing rants for several publications, recalls a press dinner a cooking utensil as a favor at each setting. hosted by an inn in Maryland. The meal com- prised 11 courses, each one featuring crabmeat. With great fanfare, plates of steaming food came The inn’s restaurant clearly meant to impress its out of the kitchen and were placed before the guests, yet after the third course, ser-vice halted for guests. Each person was presented with a differ- more than an hour. Collins guesses the staff ent dish. No one, however, had chosen a particu- revolted. During this hiatus, journalists were shuf- lar entrée. One woman who was allergic to fled off on a makeshift tour of the crabs’ shedding seafood received a crab dish; a nonmeat eater was pans. The experience, however, was not a total dis- given veal; and another guest received salmon aster. Her exposure to Maryland seafood cuisine who had just eaten it earlier that day. The jour- was used in subsequent stories. nalists’ countenances showed surprise and, in some cases, disappointment, as they covetously Presentation provides the restaurant an opportunity eyed their neighbors’ meals. Clearly, their host to show off its level of service. The entire dining wanted to expose them to the full menu, but experience should be thought out and examined for were they expected to share food from each oth- weaknesses before it occurs, Parker Wong says. ers’ plates? Eventually, some entrées were exchanged, and after more imbibing of wine, Press dinners typically do not generate immediate confidences were discreetly shared about the media coverage. While some journalists write perplexing presentation. about a new restaurant, often the event and meal are filed away and retrieved later for a food or “You should not play Russian roulette with the restaurant story unrelated to the press dinner. food,” says Deborah Parker Wong, a former restaurant and hotel publicist in the San Publicists agree that the main objective for host- Francisco Bay area. “Most people you invite to ing a press dinner is to build and maintain media press dinners are foodies, and foodies do not relationships. Each press dinner has its own pur- want to receive food randomly. pose, which may be to publicize a restaurant opening or to renew visibility for an established venue. “You fabricate a reason to have a party,” Parker Wong says. “If you have some new, won- derful seasonal dishes you can invite the press to enjoy or try them.”

KURMAN COMMUNICATIONS INC. 17 Tom Walton, a principal of Fortune Public Generally, invitations are sent out with a three- Relations, representing dozens of San Francisco week lead time. The chef develops a menu and restaurants, aims to keep his clients top in jour- sometimes invites journalists to small gather- nalists’ minds. “When a restaurant is always com- ings, such as a chef’s table. Parker Wong says peting with the new hot place, you need to wave she used to attend the chef’s menu review held that flag a little with free food to provide a for staff. “I knew more about the food, ingredi- chance for networking, and occasionally some ents, and wine than almost anyone at the [food] education,” he says. table,” she says. If a publicist cannot answer journalists’ food questions, an expert is sought, If the press dinner’s goal is to introduce a new she says. restaurant, Kurman believes the restaurant should wait until its staff is trained and the serv- Unfortunately, some public relations people are ice has been finely honed. “Don’t do practice brought on as an afterthought or their work is meals on the press,” she says. She and other pub- considered ancillary to restaurant operations, so licists recall hosting dinners where the kitchen they do not have intimate knowledge of the was slammed, and journalists waited 20 to 30 chef, service, or entire experience, she says. minutes for courses. Rather than have a huge Optimum events occur when an in-house pr per- press party, Kurman prefers to hold a series of son works with an independent consultant; one smaller events, where journalists can experience brings outside objectivity to the table and the the food and service in their most favorable light. other has the inside track, Parker Wong says.

Generally, a magazine’s or newspaper’s main Media dinners can have a set menu, a tasting food critic does not attend media dinners but menu, or the regular restaurant menu from dines incognito several times, before reviewing a which guests order. A set menu, however, can restaurant. These publications often have other be is easier to prepare for large dinners. A tast- critics and food writers who cover trends, restau- ing menu is a succession of small courses, each rant openings, chefs, and attend media dinners. one in harmony with the next. Menus often Thirty journalists typically is the largest group a include wine pairings. restaurant can handle at a media dinner. Which journalists are invited depends on the dinner’s Kurman likes to present tasting menus that objectives, says Lisa Robinson, public relations showcase the entire menu. After hosting a tast- director for the Monarch Hotel and its Bistro ing menu media dinner at which the food ran restaurant in Washington, D.C. out for one popular “taste,” she urges clients to prepare for voracious guests. “Don’t skimp,” If the dinner is to introduce a restaurant, the she says. “I don’t care what it costs. This is an publicist invites national press and travel and event that will pay off for a year or more as sto- food writers. If the dinner introduces a menu, ries find their way into print.” publicists concentrate on local food media. When the Monarch’s Bistro hosts media din- Journalists also are invited based on an interest ners, large groups are served a set menu, and in the restaurant’s chef or as required by assign- smaller groups order from the regular menu. If ment, says Parker Wong. “If the journalist has the dinner has a set menu, Robinson provides never met the chef, we ensure that the individual either printed material that describes the meal, has one-on-one time with the chef or is seated at or the chef comes out to introduce the meal. a table where he or she can get the most out of The chef or sommelier also describes the wine the experience,” she says. paired with each course. The Bistro occasionally hosts a chef’s table for six to 10 journalists, who can interview the chef as he or she prepares their meal. KURMAN COMMUNICATIONS INC. 18 The Kimpton Hotel and Restaurant Group, “The important thing is that you expose writers which manages more than a dozen San Francisco to your product and keep them informed about restaurants, hosts media at a chef’s table during what is going on,” Robinson says. “Journalists celebrity dinners, attended by paying guests. “I may not have a reason to cover your restaurant believe the press likes to see who is from the immediately, but in eight months when they are community-they like to take in the whole pic- doing a story on Chilean wines, they’ll remember ture,” says Vanessa Bortnick, publicist for you showcased those wines at your dinner.” Kimpton’s restaurants. “Free food remains the tried and proven method of getting publicity,” Fortune Public Relation’s Most media dinners are held in a private dining Walton says. room or secluded corner of the restaurant. Publicists are careful not to seat journalists with Kathleen Cassedy is a Virginia-based writer. their competitors. When VIPs attend media din- ners, Kurman escorts them to different tables for introductions. Kurman also prepares the journal- Sidebar: Assembling a Media Press Kit ists’ dossiers containing clips of their reviews and The following should be included in a stories, which she uses to prep clients about their restaurant’s media kit, according to Cindy guests. “It’s flattering when someone says to a Kurman, president of Kurman journalist, ‘I read that story and it was fabulous,’” Communications: she says.  Copies of all menus: breakfast, lunch, During the dinner, the publicist should interact and dinner; with all the guests and remember journalists’  The wine list-if the restaurant has a great comments about the meal and the restaurant, wine program with pairings and special says Parker Wong. She recalls rushing to the rest- menus, it should be placed into a sepa room to secretly write reminder notes. “Anything rate media kit; publicists say or do should be to position them-  Profiles of the restaurant and chef; selves as resources to help journalists meet their  Color photography of plated food that is deadlines,” she says. “You want your work to look as effortless and flawless as possible, just like the different from advertising; restaurant wants to be perceived.”  Information on downloadable digital photos located on the hotel restaurant’s Journalists often want copies of a restaurant’s website; menus, including the wine list. These items can  Color photocopies of prints or slides, be contained in a media kit. with a checklist request, which can be emailed or faxed to the public relations Parker Wong often sent media kits and menus agency; with dinner invitations. When she followed up  Story ideas; with phone calls, she often suggested story ideas  Reprints of published stories; and about how the dinner’s theme or an interview  A “pull quote” sheet culled from with the chef could work into a food column. enclosed articles and reviews. Robinson makes sure to send journalists thank- you notes for attending the press dinner, but never presses for coverage. “If journalists think your restaurant is worthy of writing about, they do it,” she says. However, a publicist needs to be a bit of a salesperson and suggest angles for stories, she adds.

KURMAN COMMUNICATIONS INC. 19 Kitchen and Bath Business, April 2005 A brand identity is so crucial because the buyers of design services are inundated with choices of Defining Moment: Make time to create a clear, all kinds. Busy people need to be efficient when concise and memorable brand identity making a choice, and when your potential clients understand and relate to your brand identity, by Lee A. Barrie they are much more likely to contact you rather than someone else. If your brand identity is April 1, 2005 - You've seen or heard it many unclear or undefined, they will simply pass you times. A reporter asks a creative person-an actor, a by. They certainly won't develop a brand identity musician, an artist, a chef, a designer-what is the for you. essence of his or her work? Generally you get one of three types of answers. The first is a rambling, As important as a brand identity is, creative peo- detailed one that covers the artist's philosophy, ple are often ambivalent about developing one values, beliefs, inspirations and any number of because they are afraid of being "typecast" or other factors. Deciphering this type of response is pigeon-holed and losing out on some good difficult and by the time you've heard the ram- opportunities. bling answer, you've already lost interest anyway. The way to avoid developing a brand identity The second type of response is really a non- that is too limiting is to understand that you are answer: "It's hard to describe what I do in words, not just branding yourself as a designer, you are because I do it so intuitively." Or, "I leave it up to branding the total experience your clients (and the critics to define that for me." This type of your suppliers) have when working with you. answer is frustrating because it puts the responsi- bility for defining the artist back on the audi- Today's generation of post-baby boom consumers, ence's shoulders. It's not their job. who are just entering the serious home buying, renovating and designing phase of their lives, are The third type of response is the one we hear the interested in having unique and memorable expe- least, because it's so direct and succinct. It might riences. This is a tough concept for a lot of go something like this: "I love the warm feeling of designers to appreciate but it is crucial to under- a cheerful, rustic ambiance and so I focus my standing how to build a strong brand identity. work on French country-style decor." In the design arena, we brand not only our As rare as the third type of response is-easy to design approach and the design elements we understand, consistent and direct-it is the key to choose to work with, but also the quality of the building a brand identity that works. Those of us experience our clients have. We can no longer in the marketing business think of brand identity expect our clients to be wowed simply by our as the three or four things that the marketplace design work per se. They will be wowed-or not consistently thinks of when hearing the name of wowed-by the quality of their experience in work- an artist, product or company-or a designer. The ing with us. Are we flexible, client-centered, cre- only way to develop a consistent brand identity is ative, resourceful, budget-conscious and timely? Is to have it said succinctly, repeatedly from people the design project an enjoyable experience? who are credible, until the marketplace "gets" it and remembers it.

KURMAN COMMUNICATIONS INC. 20 So let us say it succinctly: As a designer, the key On April 24, 2000, People ran two pages on the to building a strong brand identity is to brand couple. Kurman is still making up her mind the total experience-to be consistent, from client where she wants to go. to client, in how you create and nurture that experience. How your work is perceived from The People magazine feature says a lot about those start to finish-from the time a potential client involved. Kurman wanted to show that whatever hears about you, logs onto your website, reviews the challenge, she was up to it. “If you think you your portfolio, talks with you about his or her can do it, you can do it,” is her motto. I’ve said needs, hears from your references, decides on a that to myself several times since meeting her direction, selects furnishings, fixtures and other and, inspired, have gone ahead and done it. elements of the project, lives through the actual execution of the project, thanks you and pays Tramonto was interested in reaching the you-will impact what they will say about you after 3,659,151 people who read People weekly. He had the project is over. things he wanted them to know. His background is blue-collar. Family finances forced him to drop You'll know you have built a strong brand iden- out of school when he was 15. tity when what your clients say about you is posi- tive and consistent. And when, over the years, “Cooking saved my life,” he says. He started at a your personal design interests evolve and you Wendy’s. Twenty-one years after leaving a home begin to prefer a different design style or diversify where he grew up on spaghetti, he is part-owner into a wider variety of styles, you can be confi- of a restaurant in downtown Chicago that dent that your brand identity-the three or four recently made The London Evening Standard’s things for which you are known-will remain list of the top 10 restaurants in the world. strong, as long as you have consistently created a positive total experience for your clients. It’s hard to know how a chef who 15 years ago courted his wife with radish roses and scallion flowers because he hadn’t any money could have Pittsburgh Post-Gazette, December 10, 2000 steadily climbed the ladder of fame and fortune until he now commands a kitchen and dining Cindy Kurman has helped create TRU story room that employs 70 professionals, a restaurant where dinner checks average $ 150 per person. When Cindy Kurman, head of Kurman Communications Inc., took on the Chicago Maybe it’s the 14-hour days he puts in. Maybe it’s restaurant Tru as a client, she asked the married inspiration from pastry chef Gale Gand, his wife chefs Rick Tramonto and Gale Gand what, in for 12 years until they recently divorced. They their wildest dreams, they wanted in the way of remain partners, brainstorming every menu. publicity. Together they came up with the caviar staircase, “To be in People magazine,” said Tramonto with- an idea I would call zany if I didn’t know the pen- out a pause. chant the house has for whimsy and the way their “How much is it worth to you?” asked Kurman. audience went for this particular example of it. “Whatever!” “A trip to any place in the world?” suggested Kurman. “You got it.”

KURMAN COMMUNICATIONS INC. 21 Picture this arriving at the table: a curving glass “My daughter Cindy Kurman does the public staircase about 16 inches high with each step a relations for Tru,” said this proud mother. Her platform of glass hollowed out to hold caviar and enthusiasm for Cindy exploded over the phone. garnishes, Beluga at the top. Descending, in this When I found that reservations for the restau- order are golden salmon roe, flying fish roe with rant were out of the question for the year 2000, I wasabi, smoked whitefish roe, chopped egg made the decision to call Cindy Kurman. whites, chopped yolks, capers and onion. With accompanying creme fraiche and brioche toast, She got my friend Glorye Wool and me in on a $35. The outrageous stimulates the imagination Saturday night. As is common in chef-owned and the appetite. Critics like writing about what restaurants, a table or two is routinely set aside has become the restaurant’s signature service. for family and friends. As no one had claimed the table, we took it. And Cindy joined us. Also, this candy-store combination: sautéed Hudson Valley foie gras, caramelized taffy apple, Picture this beautiful woman with hair out to lavender salad. I was unprepared for how here, her face wreathed in smiles, dropping down absolutely delicious the combination proved. in the chair beside us, instantly our friend. She Here’s another classic: venison in Valrhona was as delicious as the meal. chocolate-cherry sauce with wild mushrooms, a robust rutabaga puree and steamed spinach. Was The biggest surprise was that she’s from their inspiration French chef Pierre Gagnaire Jeannette, where following in her mother’s foot- whose food this writer enjoyed in Paris recently steps, she says, “I was born to do PR.” and whose exquisite mating of flavors and unconventional presentations won him the But her mother died when she was 13. The Celia Michelin Guide’s vaunted three stars? Kurman who called was her stepmother, with so much affection for her late husband’s child that “Yes, he is the biggest influence on our food,” say she’s abandoned the prefix. the chefs. But not on the atmosphere. Where Gagnaire is reserved, Tru is fun. Though the din- There are no end to Cindy stories. This is one ing room is severe and hung with important that I especially like. Julia Child’s host in works of contemporary art, the atmosphere is fes- Chicago was given Cindy’s name by someone tive. Guests are encouraged to enjoy themselves. who thought she could help. Child was anxious about a long flight ahead of her. It was discov- Between courses, gifts of food appear on the ered that she couldn’t tolerate airline food. Did table, sent by the chef. Waiters are friendly. Gale Cindy know someone who would prepare a take- Gand sends homemade lollipops after dessert — out lunch? honey and sesame seed the night we were there. It was those lollipops that brought me to Tru. Cindy called Steven Chiappetti, at the time chef- owner of Mango. The chef, a longtime admirer When my daughter, Ani, visited Chicago a few of Child, packed her a lunch she’s probably still months ago, her Aunt Joy took her there for talking about. The 14 courses, plated on his best lunch. I wrote about how much she enjoyed the china, included prosciutto with mango and meal, the stool that was brought for her. In mache (corn salad); roasted chicken and garlic response to this, I got a call from Celia Kurman tart in a copper cassoulet; caramelized bananas; of Shadyside. and chocolate parfait.

Leave it to Cindy. Many people do.

KURMAN COMMUNICATIONS INC. 22 KURMAN COMMUNICATIONS CASE STUDIES The event’s preview gala was held on Thursday, November 12, with Chicago’s First Lady Maggie Our record of accomplishment covers Daley serving as Honorary Chairperson. The gala many industry segments. Here are some preview event charged $100 per person and case studies: expected 250 to 400 people. The Three Arts Club supporters, board members, club members CASE STUDY 1: and the Honorary Chairperson attended. Past THE THREE ARTS CLUB OF CHICAGO chairpersons have included luminaries from the Chicago arts community. PROGRAM NAME: ANNUAL ANTIQUES SHOW All proceeds from the show will be invested in the facility’s Restoration and Renovation Fund. CLIENT CATEGORY: A goal of $32,500 had been set for this event. NOT FOR PROFIT / CHARITY, EVENTS / ENTERTAINMENT PROJECT DESCRIPTION: KCI supported the event through a targeted mar- TYPE OF PROGRAM: keting-oriented media relations campaign. The MEDIA RELATIONS agency developed and distributed press materials, and conducted aggressive media follow up. MISSION: - Create and establish image for the Annual RESULTS: Antiques Show Through intensive media relations efforts, The - Increase general attendance at the Antiques Sixth Annual Antiques Show received signifi- Show. cantly more media coverage than ever before and - Increase The Three Arts Club’s visibility in the developed strong and lasting ties to the local and general population, with specific emphasis on the national media. The show raised over $40,000 Sixth Annual Antiques Show. ($7,500 above the original goal) for the renova- tion and restoration of the landmark club and BACKGROUND: drew the highest attendance ever. The Three Arts Club hosted its largest fundraiser, the Annual Antiques Show. In the PLACEMENT HIGHLIGHTS: past five years, the show had established itself as - ANTIQUE TRADER one of the premier small shows with approxi- - CHICAGO TRIBUNE mately two dozen top antique dealers. The deal- - NORTH SHORE MAGAZINE ers have remained fairly consistent in the show’s - CHICAGO MAGAZINE history and feature rare books, lithographs, orien- - INSIDE PUBLICATIONS tal rugs, children’s toys, gentlemen’s antiques and - SOUTHTOWN ECONOMIST furniture, jewelry, etc. Dealers are specifically - CHICAGO SUN-TIMES requested to include a few items in the $100 - INTERIOR DESIGN range in their displays. - WHERE CHICAGO MAGAZINE

KURMAN COMMUNICATIONS INC. 23 CASE STUDY 2: RESULTS: CHINA CLUB Through our efforts, China Club’s debut was the most-talked-about opening of the summer of PROGRAM NAME: 1990. Our guests lists ensured capacity atten- GRAND OPENING CHINA CLUB – dance including film stars Robert DeNiro and CHICAGO Christopher Walken. KCI negotiated and coordi- nated the opening night performance by Chicago CLIENT CATEGORY: White Sox Pitcher Jack McDowell. In addition, RESTAURANT / NIGHT CLUBS KCI produced sneak preview promotional events with INSIDE CHICAGO and the Chicago Social TYPE OF PROGRAM: Club. MEDIA RELATIONS, SPECIAL EVENT Media Relations reached an audience of more than MISSION: 28.9 million people. Highlights include: - Introduce and establish a local identity for China Club Foster a relationship between China BEVERLY NEWS Club and vertical media including music, feature, INSIDE CHICAGO lifestyle, news, business, real estate, travel, food, WHERE art, and design CHICAGO SUN-TIMES - Recommend, source and implement special M MAGAZINE events and promotions WILMETTE LIFE CHICAGO TRIBUNE BACKGROUND: NEAR NORTH NEWS China Club brought to Chicago an outstanding WLUP-AM/FM reputation for quality music in a sophisticated DAILY HERALD atmosphere. Its sister clubs in New York and Los READER Angeles regularly attracted top-notch musicians WOMEN’S WEAR DAILY who performed for a well-informed, music-ori- DEERFIELD REVIEW ented crowd. China Club was renowned for their RIVER NORTH NEWS ProJam events when noted musicians take the WXRT-FM stage for impromptu performances. FIRST THING, WMAQ-TV SKYLINE Performances by celebrities such as Stevie SPOTLIGHT CHICAGO Wonder, Elton John, Sting, Bruce Springsteen, HYDE PARK CITIZEN and Bruce Hornsby made China Club an excit- THE NEW 9:30, FOX 32 ing, cosmopolitan night spot. INSIDE LINCOLN PARK

Partners Michael Barrett, Danny Fried and David Boyd opened the original New York club in June, 1985, followed by the Los Angeles club in August, 1989. The natural next step was to enter the Chicago music scene by attracting Chicago’s wealth of rock ‘n roll, blues and jazz talent, both local and national.

KURMAN COMMUNICATIONS INC. 24 CASE STUDY 3: Media relations reached over 100 million people. HOTEL 21 EAST KEMPINSKI CHICAGO Highlights include: Associated Press PROGRAM NAME: WCKG-FM FAXING FOR FOXES Australia Radio – 103 WFLD-TV Channel 32 News CLIENT CATEGORY: CHICAGO SUN-TIMES, “Kup” HOTEL/HOSPITALITITY WJBK-TV Channel 2 News (Detroit) CHICAGO SUN-TIMES, Richard Roeper TYPE OF PROGRAM: WJR-AM/FM (Detroit) SPECIAL EVENT CNN – Cable News Network WKQX-FM, “Murphy in the Morning” MISSION: DETROIT FREE PRESS - Tap into Detroiter Paul Hohendorf’s increasing WLLZ-FM (DETROIT) popularity with the media. FOX TELEVISION, “A Current Affair” - Reach new media outlets. WLS-TV Channel 7 News - Develop potential customers. SYNDICATED TELEVISION, “Inside Edition”” - To establish Hotel 21 East as a trend-setting, WLUP-FM, “Jonathon Brandmeier Show” off-beat, and unique small luxury hotel. WBBM-GJ B96 SXYZ-TV Channel 7 News (Detroit) BACKGROUND: WBBM-TV Channel 2 news Detroit-based caterer Paul Hohendorf was mak- WYTZ-Z95 ing headlines with his unique approach to meet- ing women. Using modern technology and basic ingenuity, Hohendorf would flirt with women from across the country, and later across conti- nents, with a telefax machine. He would fax his picture and vital statistics to the ladies, and they would fax their pictures and statistics back.

RESULTS: Kurman Communications executed an over- whelmingly successful tie-in promotion with Paul Hohendorf to introduce a national phenomenon – fax dating. Kurman seized this opportunity, negotiating, coordinating and executing the “Faxing for Foxes” event in just two days.

KURMAN COMMUNICATIONS INC. 25 CASE STUDY 4: RESULTS: GUEST QUARTERS SUITE HOTEL – CHICAGO Charity: Raised $10,000 for Charity: Illinois Children’s School and Rehabilitation PROGRAM NAME: Center CELEBRITY SPORTS CARNIVAL Midtown Center Maryville Academy CLIENT CATEGORY: St. Ignatius HOTEL/HOSPITALITY Ticket Promotions reached over 3 million people. TYPE OF PROGRAM: Highlights include: GRAND OPENING Alumni Club MISSION: Silent Radio network - Create a winning image. WFYR-FM - Associate the hotel with sports. Baja Beach Club - Introduce the hotel to the metropolitan area. Sports Celebrity Services - Associate the hotel with charitable activities. WLUP-FM Ditka’s Restaurant BACKGROUND: WBBM-FM Guest Quarters Suite Hotel – Chicago is the Wrigley Field Electronic Board chain’s Midwest flagship hotel. The company’s Shadow Traffic Network corporate policy involves partnerships with sports WCKG-FM teams, celebrities and charity. Kurman WYTZ-FM Communications’ mission was to conceive, develop, and implement the Guest Quarters Advertising Promotions secured $20,000 free grand opening. The Sport Hall of Fame program advertising in Chicago Sun-Times was created to reach the general consumer. Kurman implemented other programs to Media relations reached over 5 million people. introduce Guest Quarters to industry. Highlights include: CHICAGO SUN-TIMES The program incorporated special children’s NORTH LOOP NEWS charities, the Sports Hall of Fame 10th USA TODAY Anniversary alumni and the Streeterville commu- CHICAGO TRIBUNE nity. A reunion of the nation’s greatest athletes RIVER NORTH NEWS and sports carnival was held to benefit charities. WLIT-FM Among those present were Ray Meyer, Lou DAILY HERALD Rymkus, Doug Adkins, Gale Sayers, San Mikita, SKYLINE NEWS Billy Williams, Jack Brickhouse, Minnie Minoso, WLS-TV Bobby Hull, and Doug Baffone. INSIDE GOLD COAST SPOTLIGHT CHICAGO WLUP-FM

KURMAN COMMUNICATIONS INC. 26 CASE STUDY 5: KCI impact on 1982 season as compared to 1981. KING RICHARD’S FAIRE Increased Print Media Impressions PROGRAM NAME: 1981 34,843,500 13TH ANNUAL KING RICHARD’S FAIRE 1982 53,490,939

CLIENT CATEGORY: Television Reach (Interviews) EVENTS / ENTERTAINMENT 1981 3,675,000 1982 4,094,314 TYPE OF PROGRAM: MEDIA RELATIONS, PROMOTIONS Radio Reach (Interviews) 1981 0 MISSION: 1982 4,573,400 - Increase overall Faire attendance through imple- mentation of a program that included public Exposure from Tie-in Promotions relations, publicity, sales promotion and mer- 1981 1,000,000 chandising efforts. 1982 15,000,000 - Develop an awareness and appreciation of the Faire among greater Chicagoland and Milwaukee Coupons Redeemed from Promotions markets. 1981 1,000 - Conserve capital while creating continuous 1982 17,826 quality exposures. Promotions BACKGROUND: AMERICAN MOTORS CORP. Kenosha County Town hosted the re-creation of GREAT TV AUCTION a renaissance marketplace for seven weekends in PARADES the summer of 1982. In its 13th year, the Faire ANTIOCH DAY continued to re-create the mood of a magical KENOSHA DAY time with artisans and merchants, kings and PLAZA APPEARANCES queens and knights and damsels. King Richard’s CHICAGO SUN-TIMES Faire brought a $12,000 “amusement permit” fee KODAK PHOTO CONTEST to the town of Bristol, and revenues to the 152 PEPSI-COLAc vendors of handmade crafts, 150 food vendors CHICAGO TRIBUNE and the fair management. KRAML DIARY RADION PROMOS – 29 STATIONS RESULTS: DOMINICK’S FOOD KCI’s marketing and promotion campaign for LINCOLN PARK JOUST King Richard’s Renaissance Faire resulted in a 33 THOMPSON TRAVEL percent increase in total gross revenues. The ENTERTAINMENT BOOK highly visible publicity campaign – including MOVIE TIE-INS radio / newspaper promotions and key sponsor- TRAVEX ships with Pepsi Cola, Kodak, AAA Motor Clubs, city festivals and others – increased public awareness and drew crowds of more than 200,000 people to a remote location in Bristol, Wisconsin.

KURMAN COMMUNICATIONS INC. 27 CASE STUDY 6: Based on the following placement highlights, our NAMA (Northalsted Merchants Association) media relations program reached over 2,719,873 people: 971,884 people through print publica- PROGRAM NAME: tions (ad dollars value equivalency is $6,655) and HALLOWEEN ON HALSTED STREET 1,747,989 through television publication (ad dol- lars value equivalency is $126,875) and generated CLIENT CATEGORY: quality media exposure. MERCHANTS & RESTAURANT ASSOCIATION TV PLACEMENT CBS 2, MORNING SHOW TYPE OF PROGRAM: TV PLACEMENT FROM NEWS ALERT MEDIA RELATIONS, HOLIDAY CBS 2, EVENING NEWS WGN 9, MORNING SHOW MISSION: ABC 7, EVENING NEWS - Introduce the North Halsted merchants as the FOX 13, EVENING NEWS place to shop for all your Halloween needs. CBS 2, WEEKEND MORNING SHOW - Promote and increase general attendance to ABC 7, WEEKEND MORNING SHOW North Halsted businesses. CLTV, NEWS (THROUGHOUT WEEKEND) - Heighten awareness of North Halsted’s presence as the destination for creative, fashion forward PRINT PLACEMENT and unique finds. CHICAGO TRIBUNE DAILY HERALD BACKGROUND: GAY CHICAGO MAGAZINE North Halsted is Chicago’s premier neighbor- CHICAGO SUN-TIMES hood for shopping, eating and drinking, with a CHICAGO FREE PRESS five-mile stretch within the Lakeview area, North TODAY’S CHICAGO WOMAN Halsted is well- known in the Chicago area. CHICAGO READER UR CHICAGO PROJECT DESCRIPTION: NEWCITY KCI orchestrated the media and publicity to pro- SKYLINE mote Halloween on Halsted Street. We also REDEYE developed and distributed press materials to the CHICAGO AFTER HOURS media and conducted aggressive media follow up (TV, on-line and prints) on a local scale. ONLINE PLACEMENT AOL DIGITAL CITY.COM RESULTS: METROMIX.COM Through our efforts, North Halsted has devel- CITYSEARCH.COM oped strong ties with local media. North Halsted BOYSTOWNCHICAGO.COM has established a reputation for providing unique CHICAGOPRIDE.COM and interesting angles to promote interest for FAGFRAT.COM non-local-people to come and spend money on NEWCITYCHICAGO.COM North Halsted Street. The Halloween publicity OUTLINES CHICAGO.COM increased the established customer base. SUNTIMES.COM

KURMAN COMMUNICATIONS INC. 28 CASE STUDY 7: RESULTS: NAMA (Northalsted Merchants Association) Through our efforts, North Halsted has devel- oped strong ties with local media. North Halsted PROGRAM NAME: has established a reputation for providing a HALSTED TATSTES BETTER 2003 unique assortment of restaurants that is fre- quented by residents on a local scene. The CLIENT CATEGORY: Halsted Tatses Better publicity increased the MERCHANTS & RESTAURANT established customer base to outside the ASSOCIATION Lakeview Area.

TYPE OF PROGRAM: Based on the following placement highlights, our MEDIA RELATIONS media relations program reached over 1,751,291 people: 1,486,474 people through print publica- MISSION: tions (ad dollars value equivalency is $1, 936) Introduce the Northalsted restaurants as a pri- and 264,817 through television publication (ad mary destination to eat. Promote and increase dollars value equivalency is $81, 200) and gener- general attendance to North Halsted restaurants. ated quality media exposure. Heighten awareness of North Halsted’s restau- rants presence as the destination for a vast variety TV PLACEMENT of food options that they offer. CBS 2, MORNING SHOW WLS 7, MORNING SHOW BACKGROUND: North Halsted is Chicago’s premier neighbor- PRINT PLACEMENT hood for shopping, eating and drinking, with a CHICAGO TRIBUNE five-mile stretch within the Lakeview area, North UR CHICAGO Halsted is well- known in the Chicago area. DAILY HERALD Northalsted’s restaurants offer a wide spectrum SKYLINE of food choices and prices. ONLINE PLACEMENT PROJECT DESCRIPTION: GAYOT.COM KCI orchestrated the media and publicity to pro- URCHICAGO.COM mote Halsted Tastes Better. We also developed METROMIX.COM and distributed press materials to the media and conducted an aggressive media follow up (TV, on-line and prints) on a local scale. Although our participation was asked late towards the event, our goal was to get TV participation before and during the event.

KURMAN COMMUNICATIONS INC. 29 CASE STUDY 8: RESULTS: NAMA (Northalsted Merchants Association) The Sidewalk Sale publicity increased the estab- lished customer base, not just for the sale itself, PROGRAM NAME: but increased Halsted Street being a destination SIDEWALK SALE ON NORTH HALSTED for the top merchandise in Chicago. STREET Based on the following placement highlights, our media relations program reached over 1,199,810 CLIENT CATEGORY: people: 624,197 people through print publica- MERCHANTS ASSOCIATION tions (ad dollars value equivalency is $1,200) and 575,613 through television publication (ad dol- TYPE OF PROGRAM: lars value equivalency is $10,900) and generated MEDIA RELATIONS quality media exposure.

MISSION: TV PLACEMENT - Introduce the North Halsted merchants as the CBS 2, MORNING SHOW SATURDAY place to shop for all the best styles for yourself METROMIX THE TV SHOW and home. Promote and increase general atten- CBS 2, MORNING SHOW SUNDAY dance to North Halsted businesses. WGN 9, MORNING SHOW - Heighten awareness of North Halsted’s presence as the destination for creative, fashion forward PRINT PLACEMENT and unique finds. CHICAGO TRIBUNE METROMIX BACKGROUND: North Halsted is Chicago’s premier neighbor- hood for shopping, eating and drinking, with a five-mile stretch within the Lakeview area, North Halsted is well- known in the Chicago area.

PROJECT DESCRIPTION: KCI orchestrated the media and publicity to pro- mote the NAMA Sidewalk Sale on Halsted Street. We also developed and distributed press materials to the media and conducted aggressive media follow up (TV, on-line and prints) on a local scale.

KURMAN COMMUNICATIONS INC. 30 CASE STUDY 9: RESULTS: NAMA (Northalsted Merchants Association) Through our efforts, North Halsted has devel- oped strong ties with local hotels and concierges. PROGRAM NAME: KCI was given a tight deadline to execute the CONCIERGE TOUR ON HALSTED STREET tours to ensure that concierges would see Halsted Street before Pride Weekend and Market Days CLIENT CATEGORY: events. Out of the 343 invitations sent out, 27 MERCHANTS & RESTAURANT ASSOCIA- RSVP yes and 18 concierges participated. The TION overwhelming response was positive and gave even local concierge residents a new perspective TYPE OF PROGRAM: on their neighborhood. The concierge tours gave TOURIST RELATIONS concierges a unique and interesting angle on the area; and showed concierges finds that are not MISSION: available in other areas.. Introduce the North Halsted merchants as the place to shop, eat and drink while visiting Chicago. Promote and increase general atten- dance to North Halsted businesses from tourists and convention visitors.

Heighten awareness of North Halsted’s presence as the destination for creative and unique finds. Allow concierges to utilize the first hand knowl- edge they receive on the tour as a resource for vis- itors who want an add-on experience to a Cubs Game or Blue Man Group excursion.

BACKGROUND: North Halsted is Chicago’s premier neighbor- hood for shopping, eating and drinking, with a five mile stretch within the Lakeview area, North Halsted is well- known in the Chicago area.

PROJECT DESCRIPTION: KCI orchestrated the concierge event by working with the NAMA office to coordinate store, bar and restaurant participation. We also developed and distributed invitations to area concierges, led the tours and did follow up to get feedback from the concierges.

KURMAN COMMUNICATIONS INC. 31 CASE STUDY 10: RESULTS: SCOOZI! Through intensive media relations efforts, the 13th Annual Tomato Fest received significantly PROGRAM NAME: more media coverage than prior years and devel- TOMATO FEST 2003 oped strong and lasting ties to the local and national media. The promotion has also estab- CLIENT CATEGORY: lished a customer base from which to build an FESTIVE CASUAL DINING even larger base for potential clientele.

TYPE OF PROGRAM: Our media relations program reached over: MEDIA RELATIONS, SPECIAL EVENT 1,700,000 people and generated quality print media exposure. Print Value was July $23,300, MISSION: August $144,110 and September, $195,050. TV - Brand Scoozi as a hip and fun Italian Value for pre-arranged media time was $35,000. Restaurant, which would result in an increase general attendance at Scoozi!. There were 799,900 viewers during the pre- - Heighten awareness on Scoozi’s presence in the assigned segments with John Chiakulas and Aine Chicago and River North Communities. O’Brien; 949,027 viewers during the news seg- - Increase awareness for Scoozi as family-friendly. ments generated by event news alerts distributed by Kurman. The WBEZ-FM Radio segment BACKGROUND: reached out to 31,300 listeners and the WGN- Scoozi hosted it’s the 13th Annual Tomato Fest, AM Radio segment reached out to over 72,000 from August 17 through 23, 2003. In the past listeners. Media highlights include: few years, the Scoozi Tomato Fest has established CHICAGO MAGAZINE itself as the premier Tomato festival in the LERNER SKYLINE Chicagoland area. Scoozi!, located in Chicago’s CHICAGO SUN-TIMES lively River North art gallery district, is a terrific NORTH CENTER LAKEVIEW BOOSTER casual dining environment, which re-creates the CHICAGO TRIBUNE atmosphere of an Italian Renaissance trattoria. CHICAGO FREE PRESS WBEZ-FM The publicity leading up to and revolving around WGN-TV MORNING NEWS the Tomato Fest has helped bolster awareness of CBS 2, MORNING SHOW (SUNDAY) Scoozi and is a vehicle for people to get re- WLS-7 MORNING NEWS; EVENING NEWS acquainted with the restaurant. WGN 9, MORNING SHOW WFLD-13 FOX IN THE MORNING The Tomato Fest’s Kids Fest was held on Sunday, CBS-2 EVENING NEWS (FRIDAY) August 17, to kick-off the Tomato Fest, with CBS 2, 11 AM NEWS Chicago Children’s Museum as beneficiary. All CBS-2 SATURDAY MORNING NEWS ticket sales from the Kids Fest will be donated WMAQ-TV 11 AM NEWS directly to the Chicago Children’s Museum. AOL DIGITAL CITY/ CITYSEARCH WGN-AM STEVE BERTRAND SHOW PROJECT DESCRIPTION: CHEF MAGAZINE KCI orchestrated the media prior to and during METROMIX.COM the Tomato Fest. We also developed and distrib- TODAY’S CHICAGO WOMAN uted press materials leading up to the Tomato CHICAGO TRIBUNE RED STREAK Fest including creating, distributing and conduct- DAILY SOUTHTOWN ing aggressive media follow up (TV, on-line and CITYSEARCH prints) on a local scale. DAILY HERALD

KURMAN COMMUNICATIONS INC. 32 CASE STUDY 11: PROJECT DESCRIPTION: WESTIN HOTELS (CHICAGO AREA) KCI orchestrated and organized the media kick off of the WestinWorkout . We developed a PROGRAM NAME: media list of health/medical/ fitness reporters, WESTINWORKOUT KICK-OFF feature reporters, travel/ hotel reporters, business reporters, assignment desks and local producers CLIENT CATEGORY: for television. We also created a list of newspa- HOTEL pers reporters that cover: medical, health, busi- ness, travel, food, lifestyle and feature stories. We TYPE OF PROGRAM: distributed an electronic press kit to selected MEDIA RELATIONS, KICK OFF EVENT media and conducted aggressive follow-up for media coverage. MISSION: - Introduce the WestinWorkout Program to the MEDIA RESULTS: Chicagoland area and increase general awareness Our media placement covered an estimate of of Westin Hotels being the leader in re-defining 274,597 readers/ viewers for a commercial value business travel. of $15,300. - Heighten awareness of Westin’s healthy and creative menu offerings to complement TELEVISION PLACEMENT WestinWorkout. WBBM/ CBS 2, MORNING SHOW WEEK- - Increase public awareness for Heavenly Bed END (Yoga demonstration with Lisa Kaplan and Workout and In-Room Yoga Options. Michael Smith talking about the Heavenly Bed in - Promote Westin as the best option for business studio) travelers to de-stress and staying fit. WBBM/ CBS 2, AFTERNOON SHOW WEEK (Short segment of video footage on kick-off day) BACKGROUND: Westin Hotel and Starwood Resorts are the PRINT PLACEMENT trend leader in re-defining travel. By consistently Daily Herald raising the bar on guest amenities (i.e., Heavenly Daily Southtown Bed), Westin Hotels has become the premier Metromix.com location for business travelers. Hotel and Motel Management (newsletter)

The WestinWorkout campaign is a great way for business travelers to balance the schedule con- straints of traveling away from home, and at the same time now have the convenience to stay fit and de-stress. This new options place Westin as the destination for business fit traveler. The Westin Workout offers customized, made-to- order options for staying fit; from exercise in the new state of the art fitness centers or the multi- media in-room options to the menu and relax- ation amenities offered through the hotel.

KURMAN COMMUNICATIONS INC. 33 CASE STUDY 12: PROJECT DESCRIPTION: MID AMERICA PROMOTIONS KCI orchestrated the media prior to and during the Chevy Vettefest November 2003. We also PROGRAM NAME: developed and distributed press materials leading CHEVY VETTEFEST 2003 up to the Chevy Vettefest including creating, dis- tributing and conducting aggressive media follow CLIENT CATEGORY: up (TV, on-line, radio and prints) on a local scale. CONSUMER/TRADE EXHIBITION PROMOTERS RESULTS: Through intensive media relations efforts, the 21st TYPE OF PROGRAM: Annual Chevy Vettefest November 2003 received MEDIA RELATIONS, SPECIAL EVENT significantly more media coverage than prior years and developed strong and lasting ties to the local MISSION: media. The radio promotions also established a - Brand Chevy Vettefest as the corvette and new potential attendee base from which to build Chevrolet event to go to, which would result in an even larger base crowd for attendance. an increase general attendance at Chevy Vettefest November 2003. Based on the following placement highlights, our - Heighten awareness of the Chevy Vettefest media relations program reached over 47,000,000 presence within existing target markets. people and generated quality print media expo- - Increase awareness for Chevy Vettefest within sure. Print Value is $38,301.00. TV Value for all media arenas and potential new audience pre-arranged media time is $8,475. bases. There were near 740,000 viewers during the news BACKGROUND: segments generated by event news alerts distrib- Mid America Promotions hosted it’s 21st Annual uted by Kurman. The Radio Program reached Chevy Vettefest, on November 22 and 23, 2003. out to 11,652,864 listeners and the Radio Value In the past few years, the Chevy Vettefest has was $42,046. Placemrnt highlights include: established itself as the premier Chevrolet and Corvette show in the Chicagoland area. This is LERNER SKYLINE the largest all-indoor Chevy and Corvette show CHICAGO SUN-TIMES in the nation that showcases over 300 Chevys CHICAGO TRIBUNE and Corvettes with a total estimated value over WGN-TV MORNING NEWS $20 million. WLS-7 MORNING NEWS WMAQ-TV SUNDAY MORNING NEWS The publicity leading up to and revolving around CBS-2 EVENING NEWS (FRIDAY) Chevy Vettefest has helped bolster awareness of CBS-2 FRIDAY MORNING NEWS PROGRAM this event and Mid America Promotions as a AOL DIGITAL CITY/ CITISEARCH vehicle to get re-acquainted with specialty cars METROMIX.COM NORTHWEST HERALD The Chevy Vettefest was held on Saturday, SUBURBAN CHICAGO NEWSPAPERS November 22 and 23, at McCormick Place THE WASHINGTON TIMES North. The event charged $12 per adult (children under 12 are complimentary) and expected roughly 50,000 people in attendance.

KURMAN COMMUNICATIONS INC. 34 CASE STUDY 13: KCI conceived and developed several press EINSTEIN BROS releases about the name, winner, and product, as well as promotional product deliveries to media, PROGRAM NAME: and a kick-off party of the new blend in Chicago. PRODUCT INTRO——BOHEMIAN BLEND: Einstein Bros introduces a new coffee blend RESULTS: With a six week time frame in which to CLIENT CATEGORY: announce the winner, announce the name, ini- Restaurant tially establish the product and its flavor, and in general promote Einstein Bros to the media and TYPE OF PROGRAM: general public, KCI concepted and executed a Media Relations, Promotions variety of tasks, all with very successful results.

MISSION: A “surprise” announcement to the winner at her - Introduce new coffee blend to Chicago and office was executed to begin the campaign. Next, Detroit Markets two press releases announcing the winner, win- - Generate local, regional and national awareness ning name, etc., were sent out to both the local - Generate interest in Einstein Bros and national press, with appropriate angles.

BACKGROUND: A KCI concepted and planned kick-off party Einstein Bros Bagels is a national company featur- featuring Einstein Bros catering, music, decora- ing bagels and cream cheese, along with a host of tion, etc., reflecting the “bohemian” name was other products from sandwiches and salads, and held for the winner. specialty teas and coffees. In September of 2000 a new coffee blend was created, termed Einstein Finally, a special national promotion offering Mystery Brew. A contest was held to pick a name anyone a free cup of “Bohemian Blend” for one for the new coffee. All entries were submitted via day was promoted to the media via a press release Einstein Bros website to both build awareness of with phone follow up, and deliveries of coffee to Einstein Bros products, their website, and to con- on-air personalities. Bohemain Blend was also tinue building a customer data base. delivered to outdoor construction crews to fur- ther promote the blend. PROJECT DESCRIPTION: KCI, in its ongoing relationship with Einstein All events were executed with photo ops to fur- Bros, successfully promoted the contest in the ther placement in the media. KCI also used the Chicago and Detroit markets, also continuing to occasion to arrange for Einstein Bros senior man- establish Einstein Bros as more than just bagels agement to attend and conduct interviews with and cream cheese. The winning name was from a national restaurant media. contestant in Chicago, so KCI was given the task of doing some splashy press about the winner, Getting coverage for restaurant chains can be and launching the new blend both in Chicago challenging; we were proud to get mentions in all and Detroit, as well as some of the national work. media from the internet, to television, to print, including WGN-TV, WLS Radio, WMAQ-TV, New City Magazine, Skyline/Lerner Newspapers, and Nation’s Restaurant News. KCI helped place Bohemian Blend, and Einstein Bros squarely in the public’s eye, both locally and nationally.

KURMAN COMMUNICATIONS INC. 35 CASE STUDY 14: PROJECT DESCRIPTION: ARTS & ENTERTAINMENT NETWORK (A&E) KCI was retained to manage media relations for the Chicago area. Our efforts included writing PROGRAM NAME: and distribution of press kits KCI orchestrated P. T. BARNUM SIDESHOW FESTIVAL & two live morning news pre-event television place- AMAZING AND UNUSUAL TALENT ments and two morning news day-of-event televi- SEARCH, SUNDAY, SEPTEMBER 5, 1999 sion placements, live from Navy Pier. KCI also coordinated two additional television camera CLIENT CATEGORY: crews during the afternoon event. Entertainment; Children; Family Events Festivals and Fairs RESULTS: KCI garnered the maximum possible local TYPE OF PROGRAM: television coverage – including WGN-TV (live Media Relations in the studio), WBBM-TV (live from Navy Pier), On-Site Television Coordination WMAQ-TV (twice with extended live interviews Event Management of with performers) and Fox 32 (filmed for 9 p.m. coverage). KCI efforts also resulted in pre- MISSION: event photographs and feature placements in - Position P.T. Barnum Sideshow Festival as one both the Chicago Tribune (Arts Watch and of the area’s leading Labor Day Weekend FamilyFare) and Chicago Sun Times (Fairs & attractions for the entire family Fests), as well as a post-event article and photo- - Generate awareness of the P.T. Barnum graph in New City arts and entertainment Amazing and Unusual Talent Search with newspaper. regional winners at the Navy Pier event - Generate awareness of the September 12 A&E KCI’s media program reached more than 5.6 Network original movie P.T. Barnum starring million people. Beau Bridges

BACKGROUND: A&E Network conducted the P.T. Barnum Amazing and Unusual Talent Search, a competition for People, Kids and Pets with Extraordinary Talent and Unusual Skills for a $10,000 Grand Prize in honor of the A&E original movie P.T. Barnum star- ring Beau Bridges which aired September 12, 1999. The Chicago-area Talent Search competition was held at the September 5 P.T. Barnum Sideshow Festival, free for the entire family with music, crowd games and giveaways. Similar events were held in Los Angeles and New York.

KURMAN COMMUNICATIONS INC. 36 CASE STUDY 15 RESULTS: PRIMETIME USA 3-ON-3 BASKETBALL KCI garnered extensive television coverage on the Chicago affiliates of ABC and NBC as well as PROGRAM: independents WGN-TV, WFLD-TV (Fox) and 3-ON-3 BASKETBALL TOURNAMENT Sports Channel. Radio interviews were con- ducted on WLUP-AM, WBBM-AM, WCBR-FM, CATEGORY: WGN-AM, and WMAQ-AM. Community Sports Both major Chicago daily newspapers, Chicago Health and Fitness Sun-Times and Chicago Tribune, carried pre- Lifestyle event articles with the Chicago Tribune devoting Features space in its Odds & Ins Column covering sports, the Sun-Times featuring it in an announcement PROJECT TYPE: feature in the Sports section, and the Daily Media Relations Herald (Illinois’ third largest daily) covering the Event Management story in all of its editions. Public Service Announcements Promotional Partnerships Popular society columnists Irv Kupcinet of the Sun-Times ran numerous items, as did Pioneer MISSION: Press, Chicago=s leading weekly newspaper cover- - Position Primetime 3-on-3 as Chicago’s ing the affluent Chicago north shore and other premiere community basketball tournament. key local newspapers including Skyline and - Generate pre event and event awareness. Inside Lincoln Park. KCI also arranged pre-event - Generate awareness of the local media exposure stunts in key high-traffic locations throughout for event, teams and sponsors. Chicago.

PROJECT DESCRIPTION: KCI’s media program reached more than 20 Our media plan blanketed the Chicago-area million people. media with long-lead and short-lead news releases and full press kits to more than 300 media. Scripted public service announcements were sent to 150 radio and television stations, and media alerts faxed to 55 outlets two days prior to the event. KCI also forwarded publicity photographs for pre-event coverage to 59 area newspapers and magazines. KCI solicited all major and second- tier Chicago-area television stations for pre-event and day-of-event feature coverage.

KURMAN COMMUNICATIONS INC. 37 CASE STUDY 20: PROJECT DESCRIPTION: THE PIVEN THEATRE WORKSHOP KCI orchestrated the media prior to and during the Piven Benefit and Chasing Liberty Chicago PROGRAM NAME: Preview Screening. We also developed and CHASING LIBERTY PIVEN BENEFIT distributed press materials leading up to the Piven Benefit including creating, distributing and CLIENT CATEGORY: conducting aggressive media follow up (TV, on- NON-PROFIT line and prints) on a local scale. KCI was chal- lenged to organize the event in a two week span TYPE OF PROGRAM: over the Christmas and New Year Holidays. MEDIA RELATIONS, SPECIAL EVENT RESULTS: MISSION: Through intensive media relations’ efforts, the - Bring attention to the programs the Piven Piven Benefit and Chasing Liberty Chicago outreach programs. Preview Screening received a significant amount - Heighten awareness on Piven Theatre’s of media coverage and developed strong and presence in Chicago and the outreach lasting ties to the local and national media. The communities promotion has also established a customer base - Aid awareness in the Piven Theatre Workshop from which to build an even larger base for organization to help raise needed funds. potential contributors.

BACKGROUND: Based on the following placement highlights, our The Piven Benefit and Chasing Liberty Chicago media relations program reached over: 9,601,102 Preview Screening on January 5, 2004 was done people and generated quality print media expo- in collaboration with KCI client Wolfgang Puck sure. Print Value is $198,500.00. Grand Cafe. The benefit was created to highlight Piven alum Jeremy Piven’s role in Chasing CHICAGO MAGAZINE Liberty and bring attention to the acting program LERNER SKYLINE that helped launch his career. While Piven CHICAGO SUN-TIMES Workshop has maintained a nationally respected WGN-TV MORNING NEWS theater school and developed a professional CHICAGO TRIBUNE subscription theater hosting its own ensemble, WFLD-13 FOX IN THE MORNING the Piven Theatre is still challenged to raise CHICAGO TRIBUNE RED STREAK funds to sustain its existing programs and NORTHSHORE MAGAZINE broaden its community outreach program in DAILY HERALD lower income areas throughout Chicagoland. PIONEER PRESS METROMIX.COM The publicity leading up to and revolving around TODAY’S CHICAGO WOMAN the Piven Benefit has helped bolster awareness of WGN 9, MORNING SHOW the work the Piven Theatre does. The event AOL DIGITAL CITY brought in $8,000 wuth 250 people braving one CITYSEARCH.COM of the coldest nights in Chicago. CBS-2 EVENING NEWS (FRIDAY) DAILY SOUTHTOWN CHICAGO SUM-TIMES RED EYE

KURMAN COMMUNICATIONS INC. 38 CASE STUDY 21:- PROJECT DESCRIPTION: NOBLE FOOD THEATRICALS AT PHEASANT RUN "Roasting Chestnuts: Gina Bell Rock" is an RESORT & SPA annual Noble Fool holiday tradition. The humor- ous musical was supported by a fabulous ensem- PROGRAM ble cast and Pat Musker starred as Gina Oswald. THEATRICAL PRODUCTION: ROASTING KCI distributed press information to more than CHESTNUTS: GINA BELL ROCK 600 Chicago-area media. KCI provided excellent photography to outlets that requested photogra- CATEGORY: phy. KCI provided B-Roll to various television ENTERTAINMENT stations. To assure strong media attendance on THEATER opening night, KCI sent out 700 invitations to ARTS the media. KCI provided on-site management to HOSPITALITY greet attending media, theater critics and Noble HOLIDAY SEASON Fool VIP guests.

PROJECT TYPE: RESULTS: MEDIA RELATIONS KCI secured extensive coverage of “Roasting Chestnuts” through various media outlets includ- MISSION: ing television, print and web-media during the six - To promote production of Roasting Chestnuts week run. Total ciruculation of the print publica- as the holiday time/holiday-hit of the season. tions which covered "Roasting Chestnuts" was - Generate awareness of Roasting Chestnuts via 7,234,878, for an estimated 21.7 million impres- various media outlets including television, sions. The goal of Pheasant Run Resort and Spa newspapers, web-media goal was to fill 55 percent of seats during the - To generate awareness among the theater- "Roasting Chestnuts" six week run. In December going public and stimulate ticket sales 55 percent of seats were filled.

BACKGROUND: TELEVISION PLACEMENT This was the first production of Noble Fool WGN-TV NEWS (LIVE SEGMENT) Theatricals, a newly re-organized not-for-profit FOX-NEWS theater company that had previously been known as The Noble Fool Theater Company. The new PRINT PLACEMENT company is housed in two new theaters at CHICAGO SUN-TIMES Pheasant Run Resort & Spa in St. Charles, CHICAGO TRIBUNE, Illinois. The large theater space is a brand new CHICAGO DAILY HERALD 328-seat proscenium mainstage that opened in CHICAGO READER December 2003, and the smaller space is a 165- CHICAGO FREE PRESS seat studio that opened in June 2003. ST. CHARLES REPUBLICAN WEST CHICAGO PRESS Productions in the mainstage are under a Tier 4 CITY SEARCH contract with Actor's Equity Association of NORTHWEST HERALD Chicago. All Noble Fool Theatricals productions ROSELLE PRESS employ Chicago actors, directors, designers and THE COURIER NEWS stage managers. THE DEKALB DAILY CHRONICLE HUNTLY FARMSIDE ELGIN COURIER NEWS DIXON TELEGRAM OTTAWA DAILY TIMES PERFORM INK KURMAN COMMUNICATIONS INC. 39