Carole Felton Communications

In 1990 when Carole Felton Communications initially planned a PR campaign to gain greater visibility for Realen Homes in the community, the firm formed an adjunct to the program calling it The Realen Homes Advisory Board consisting of civic, legislative, business, real estate and key township officials. The board met monthly to discuss topics of local and regional concern and those that specifically would be relevant to a developer seeking to build residential communities. It grew in prominence and stature. Media coverage of every meeting ensued. Ultimately, an exciting synergy was formed among several groups and the Center for Greater Philadelphia seeking to unite corporate, government and community leaders throughout all five counties of the Delaware Valley.

This board and ultimately the forum series established Realen Homes as not just a wonderful, conscientious developer, but as a community leader at the forefront of establishing productive dialogue, new collaborations and being willing to explore all options toward the goal of community betterment.

The Region at the Crossroads Forum Series not only mobilized every major organization and company in the Delaware Valley to attend at least one of the forums, but led to greater regional awareness and cooperation among diverse organizations and groups.

In 1993, due to an array of significant building and community initiatives in tandem with the consistent and creative public relations efforts, Realen Homes (and CEO W. Joseph Duckworth), was given one of the highest and prestigious building awards of the industry. Professional Builder Magazine named Realen Homes, "Builder of the Year", selected from 150,000 builders!

Headlines like this one trumpeting the revival, rejuvenation and rejoicing in one of the most blighted areas in the country became the rule and not the exception due to the onslaught of print and electronic media coverage when The RCA Victor "Nipper" Building began its transformation from an abandoned building into luxury loft apartments by Dranoff Properties. The rebuilding process (and $60 million dollars in private infusion), and the effective, energetic and creative PR behind this metamorphoses, breathed life into an entire neighborhood and created a residential hub where only tourist attractions existed previously.

PR succeeded in generating national attention through prominent coverage locally and nationally, with a number of cover stories and profiles in numerous publications and feature stories throughout electronic media outlets.

When the client, a Philadelphia-based Periodontist, started out to increase sales of a product that could reduce breath odors, Carole Felton Communications re-designed the entire marketing campaign to focus on the treatment of breath disorders as a service provision, and a brand new dental service and practice instead of limiting marketing to a bottle of mouthwash that would have no differentiation in the marketplace and, ultimately, get lost. Carole Felton created a clinic focused on diagnosis and treatment called The Pennsylvania Center for Treatment of Breath Disorders, marketing the program instead as a service rather than just a product (the product was included).

In less than one year the center received nearly 6,000 responses and over 1000 patients were seen- exceeding the projected goal by 500 percent! PR proved the winning method of driving patient flow through building credibility, widespread education and awareness that bad breath was a medical problem and merited medical attention. It is estimated that the bad breath category of dentistry boosted sales in the approximate $850 million mouthwash industry by millions through all the world-wide attention Carole Felton created. (This is based upon numerous magazine covers and electronic and print placements, including two world-wide AP distributions).

When Toyota introduced its high end automobile line, Lexus, in addition to the advertising campaign, public relations was needed to "soften the beaches" in reaching to a very targeted market. As product roll-out took place, the high end market needed to be differentiated among gender (two-car families), demographic, and both active and passive markets.

Carole Felton Communications introduced new concepts in marketing to this distinct constituency designed for the Main Line area, but shared with dealerships throughout the country:

• In-showroom estate and financial planning seminars
• In-showroom fashion shows and sequential introductory marketing to women as later models were introduced throughout the 1990's
• Instituted complementary "weekend" car getaways (i.e. white Lexus reported as "being wrapped in white ermine" by a local reporter)
• Providing the car for background photo shoots at high end hotels and venues generating vivid attention as a complement to fine dining, lifestyle amenities and "accessory" for wealthy professionals looking to move-up. The brand enhancement of prestige, luxury, "pursuit of perfection" was contiguous with the PR program targeted to individuals who both wanted and needed the image of success that was part of the branding of Lexus.

When Carole Felton began working with a newly opened Chinese restaurant in Warminster, PA, an unfortunate incident occurred in Philadelphia's Chinatown District having widespread negative impact and resulting in the closing of warehouses in the Chinese section, referred to as Chinatown. There was an immediate plummeting in all Chinese restaurants in the area.

The firm went to work to restore good faith and trust in Chinese food and its restaurants by including an educational and cultural rejuvenation of Chinese history, its lore, and worked with libraries and the community. The main course of the crisis reversal PR program entailed having city council "rice" to the occasion by having members publicly enjoy a highly publicized progressive lunch through the Chinatown area. The initial thrust of the rehab campaign set the meals in motion resulting in restoring the public's faith.

Over a 5-yr period, marketing for the most comprehensive antiques and collectibles event in Philadelphia with over 300 exhibitors had successfully ascended on the Philadelphia scene as a well-attended show. However, Carole Felton Communications seized marketing opportunities that included adding as appraisal arm to the two-day show and bringing Wilkie Lexus, another client, into the show as a sponsor of a Friday night Preview Party benefitting the Delaware Valley Transplant Program. Public Relations focused on promoting the exhibits and exhibitors and not merely the show. The result was enormous print and electronic coverage throughout the Mid-Atlantic region, additional funds for the transplant program (appraisal fees of $5.00 were donated) and Lexus complimented its many customers with free attendance, clearly a viable demographic for exhibitors.

As part of the scope and magnitude of the public relations program in recognition of the first federal holiday honoring Dr. Martin Luther King, Jr. (a new National Day of Observance), Carole Felton Communications orchestrated a multi-pronged public relations program focused on four key areas:

• establish the holiday commemoration
• promote the Philadelphia Martin Luther King, Jr. Center for Non-Violence as the only satellite center in the country to the King Center in Atlanta
• welcome and coordinate the first American visit of Archbishop Desmond Tutu, who was the honored guest speaker at the keynote luncheon
• institute a template for observance and service for the future

Carole Felton enthusiastically fueled the national observances in many parts of the country stemming from activities under the auspices of holiday commemoration leadership.

In addition to generating a continual flow of media attention focused on the extraordinary teachings and legacy of Dr. King, Carole Felton served as a conduit linking promotional and service opportunities with holiday leadership, state and national legislators, civic leaders and guests.

The centerpiece for the national tribute and annual commemoration,, created by Carole Felton, was the Liberty Bell-Ringing ceremony. Along with a Day of Service, the bell-ringing ceremony is iconic of the holiday, 25 years later. The actual ceremony was designed to recall a passage from Dr. King's famous "I Have A Dream" speech.

When the Sales & Marketing Council of the Building Industry Association of Philadelphia wanted to present awards in recognition of outstanding building and construction in the Greater Philadelphia area, Carole Felton was awarded the task to design the awards program, destined to become an annual event for the Building Industry in Philadelphia.

Carole Felton proposed the awards be named for William Penn, in honor and recognition of the acclaimed "steward" of the "greene countrie towne", who laid out the initial grid of our city some 300 years ago. Along with others (notably Edmund Bacon, the renowned city planner), Penn embodied the critical element in designing the core of our region: he held the belief that we are responsible for our surroundings.

Felton's concept incorporated pages from Philadelphia's history and united the relevancy of growth and building, utilizing the talent and resources of that industry. The building industry, in taking a page from Penn's story, and continuing to build on the rich history of our city, establishes the very foundation of living and working in our city, and has the responsibility, obligation and, ultimately, pride in taking the next steps in ensuring that Philadelphia continues to flourish and remain healthyÖfurnishing the foundations of residential and commercial units essential to maintain needed population growth and vitality, spurring urban restoration and regional revitalization.

Akin to Penn's concept of stewardship, was another powerful 18th and 19th century notion, the idea of pioneering ("frontierism"), This was a powerful imperative that combined individualism with seizing opportunities to forge maturity in our homeland. In recognition of the pioneering spirit, the "PENNies" annually recognize a builder who embodies the spirit of innovation and industry acclaim.

Felton designed the impressive glass awards to reflect Penn's visage above the skyline of the city and the "vision of our builders and the importance of the building industry to the evolution and strength of Philadelphia and the region." The glass represents the clear slate upon which builders "paint their own story and present their artistry."

The top-rated TV show "Thirtysomething was the genesis of this idea, the "brainchild" of Carole Felton.

Based on the popular television program "Thirtysomething", this high-profile event focusing on "yuppies" (later classified as Baby Boomers), enhanced appreciation and awareness of cultural and lifestyle differences and similarities, improved destination marketing within this significant market demographic and led to kudos from both American and Israeli Governments.

Carole Felton was hired by Young Jewish Leadership Concepts, an organization that offered recreation and travel opportunities targeted to young, Jewish singles. They included travel to Israel as one of their programs. They wanted to gain more awareness of their programs, particularly to increase attendance on their Israel tours.

Carole Felton created a symposium entitled "Thirtysomething in America vs. Thirtysomething in Israel". The venue was set in Israel during one of the organization's tours. Carole Felton brought together notable media and education panelists and secured sponsorships for the program, which included telephone conferencing and connection between the guest panelists, "Thirtysomething" star, (Melanie Mayron, cast member of the program, and former Philadelphian,was contacted by Carole Felton and agreed to participate from her home in Hollywood), the organization's president, visiting the Pocono's at the time, listeners connected to a radio link, and others who were officially designated to participate in Q & A. Sponsors included Hebrew University in Jerusalem, the Israeli Ministry of Tourism, the City of Philadelphia,the organization Carole Felton worked with (Young Jewish Leadership Concepts) and El Al Airlines. Other sponsors included Eretz Magazine, Kol Israel (the national broadcasting system in Israel), The Sixth Place (the ultimate venue for the symposium due to security factors that precluded the Scopus Amphitheater at Hebrew University, the initial site). Pre and post event coverage, including a transcript of the symposium appearing in syndication throughout Jewish newspapers in the United States drew attention both to the event and discussion key points. As a highlight, Carole Felton secured film clips from the TV show (subsequently aired in Israel, along with neighboring Jordan). Circulation figures indicated that approximately 13 .5 million people read, heard or saw an item referring to the symposium within one month prior to or after the event.

The Israeli Ministry of Tourism honored Carole Felton with an official Citation for this program which she conceived and orchestrated and helped foster an understanding and an awareness that life in Israel is as "normal" as life in America. The positive image (you) projected of Israel positioned the country in a new market. In essence (you) created a different angle from which to view Israel."