Nadel Phelan Inc.

2011 SAWIB WinnerCompany: Nadel Phelan Inc., Scotts Valley, CA, U.S.A.
Company Description: Founded in 1993, Nadel Phelan, Inc. specializes in comprehensive public relations for a roster of clients ranging from venerable industry giants to innovative start-ups.By combining high-level industry knowledge with in-depth technology experience, Nadel Phelan provides its clients with the strategic and tactical services necessary to establish and maintain global marketplace awareness.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products

Nomination Title: Finding What You Are Looking For – A Retail Success Story

In up to 500 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

How many times have you gone into a big box store for a single item only to spend most of your time in the store looking for it? The founders of aisle411 ad the technology and know how to assist shoppers in finding what they went to the store for down to its location in the aisle and what it sits next to. Leveraging the proliferation of mobile phones, aisle411 developed a time and cost savings mobile utility that allows shoppers to search and find products and share digital coupons with offers specific to their interests. In addition, the mobile application enables the management, sharing and routing or shopping lists, while offering real-time reviews on products. Free to shoppers and accessible via the iPhone, Android and mobile web, aisle411 serves every shopper in the aisle.

Cara Sloman and the Nadel Phelan team developed a national public relation’s plan aligned to aisle411’s goals. The comprehensive PR effort incorporated both strategic and tactical elements. With a combination of press releases, industry trend news pitches, media alerts, contributed articles, social media outreach and awards, aisle411 as been able to capture the attention of Fortune 100 retailers.

Nadel Phelan’s strategies to support aisle411’s business goals included:

• Educating the market about aisle411’s unprecedented technology – through reviews and industry spokespeople testimonials

• Establishing aisle411’s innovation and thought leadership – with analyst recognition and contributed articles

By continuously communicating with targeted media (including print, broadcast, on-line media and blogs) regarding relevant aisle411 partner developments, customer stories and news items, Cara and the team supported a steady stream of positive aisle411 news coverage.

ANALYSTS
Cara and the team leveraged established relationships with key industry analysts to provide the elements of credibility and third-party validation that recognized aisle411 innovation and helped create the new category of mobile retail shopping solutions with such key groups as 451 Group, Frost & Sullivan, Forrester Research, and NPD Group.

PRODUCT REVIEWS
The New York Times, The Wall Street Journal, USA Today and CNET featured product reviews as anticipated within Cara’s review program that began with top tier media.

AWARDS
In conjunction with the press, social media and analyst outreach, Cara and the team identified and submitted for awards, recognized by the following in the last six months: Mobile Star Awards, Mobile Excellence Awards and CTIA E-Tech Awards.

RESULTS
Since launching in less than eight months, aisle411 has been established as the leading provider of innovative mobile applications for retail consumers and marketers from coast to coast.

List the URLs (web addresses) of any online news stories, press releases, work samples, videos, photographs, or other supporting materials that you would like the judges to see. IMPORTANT: List each URL on a separate line, begin each URL with http://, and enclose each URL in square brackets. For example, [http://www.yourcompany.com/pressrelease.html]:

AARP: New iPhone app locates products in aisles at stores
http://www.aarp.org/technology/innovations/news-11-2010/new_iphone_app_locates_products_in_aisles_at_stores.html

BNET: aisle411
http://www.bnettv.com/ctia-enterprise-application-fall-2010/aisle411/

BusinessWeek: aisle411 Releases iPhone App
http://bx.businessweek.com/mobile-applications/view?url=http%3A%2F%2Fwww.screenmediadaily.com%2Fnews-aisle411-iphone-app-retail-shopping-product-location-based-coupons-rewards-social-001400806.shtml

CIO: Transforming Retail Experiences with Mobile Technology
http://advice.cio.com/nathan_pettyjohn/13140/transforming_retail_experiences_with_mobile_technology

CNET: Transforming Retail Experiences with Mobile Technology
http://advice.cio.com/nathan_pettyjohn/13140/transforming_retail_experiences_with_mobile_technology

CNET: GPS for your Cheerios: Aisle411
http://news.cnet.com/8301-19882_3-20023498-250.html

Fierce Wireless: Aisle411 locates opportunity in m-commerce craze
http://www.fiercewireless.com/story/aisle411-locates-opportunity-m-commerce-craze/2011-04-12

Geek.com: Aisle411 app maps out your favorite stores, shows you where the deals are
http://www.geek.com/articles/mobile/aisle411-app-maps-out-your-favorite-stores-deals-20110322/

GPS Business News: Aisle411 and Location Labs Integrate Shopping App with Geofencing
http://www.gpsbusinessnews.com/Aisle411-and-Location-Labs-Integrate-Shopping-App-with-Geofencing_a2927.html

Mashable: New iPhone App Locates Products in Aisles at Stores
http://mashable.com/2010/11/22/aisle411/

Mobile Commerce Daily: Advancing mobile technology transforms retail
http://www.mobilecommercedaily.com/advancing-mobile-technology-transforms-retail/

MSearchGroove: Aisle411: Accelerating In-Store Engagement With Mobile Search, Mobile Marketing & Social Media
http://www.msearchgroove.com/aisle411-accelerating-in-store-engagement-with-mobile-search-mobile-marketing-social-media/

New York Times Online: Finding Your Way Through the Mall or the Airport, With a Cellphone Map
http://www.nytimes.com/2010/10/11/technology/11interior.html?_r=1&src=busln

Notebooks: Aisle 411 iPhone App Shows You Aisle Your Groceries Are In (Video)
http://notebooks.com/2011/01/07/aisle-411-iphone-app-shows-you-aisle-your-groceries-are-in-video/

ReadWriteWeb: New Apps for Your iPhone & Android, Winter 2010 Edition
http://www.readwriteweb.com/archives/new_apps_for_iphone_and_android_winter_2010_edition.php

Register, The: Start-up offers frozen-pea-finding app
http://www.theregister.co.uk/2010/11/22/mobile_navigation/

Singtao Daily: Aisle411
http://www.singtaousa.com/122010/sf22.php

Slash Gear: Aisle411 iPhone App Hands-On
http://www.slashgear.com/aisle411-iphone-app-hands-on-06124463/

St. Louis Business Journal: Aisle411 dials up $1.8 million, launches in 600 stores next month
http://stlouis.bizjournals.com/stlouis/stories/2010/10/18/story3.html?surround=etf&ana=e_article&b=1287374400^4094281

St. Louis Post Disbatch: Mobile shoppers shaking up retail industry
http://www.stltoday.com/business/local/article_4fccd0af-7447-5f2f-8f81-45d52e56520b.html

St. Louis Post Disbatch: Aisle411
http://videos.stltoday.com/p/video?id=35461631

USA Today: New iPhone app locates products in aisles at stores
http://content.usatoday.com/communities/technologylive/post/2010/11/new-iphone-app-locates-products-in-aisles-at-stores/

Wall Street Journal, The: Aisle411 app maps out your favorite stores, shows you where the deals are
http://onespot.wsj.com/gadgets/2011/03/22/8fa73/aisle411-app-maps-out-your-favorite


Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 100 words):

Cara Sloman has thrived in both corporate and agency PR environments for the past 15+ years. She has helped shape Nadel Phelan’s brand, services and reputation for quality and results. Ms. Sloman is an accomplished media relation’s expert with story placements in The Wall Street Journal, Business Week, The New York Times and many others. With a solid technology background and a keen eye for detail, Ms. Sloman has forged ahead with market leaders such as Microsoft and Cisco Systems to set industry agenda, establish thought leadership, build new categories, launch companies and navigate PR obstacles.