About the Client
In the spring of 1978 Jay Knick and three other partners opened a 600 square foot outdoor seconds outlet in Santa Rosa, California. Since then, Sonoma Outfitters has grown from its small location into a 22,000 square feet store specializing in high quality outdoor equipment and clothing. In 1999, Sonoma Outfitters began selling online at www.sonomaoutfitters.com, and Knick estimates that 30% of total sales in 2003 will come through e-commerce.

In May 2002, REI, one of the nation's largest sporting goods retailer, opened a new store in Santa Rosa. Immediately following the opening, Sonoma Outfitters noticed a significant decrease in store traffic, which has only been exacerbated by the slumping economy.

PR Strategy
Galvin Communications was retained to work with Sonoma Outfitters on a short-term project to kick-start retail sales. We conducted research to uncover best practice examples of local stores facing competition from category giants, and we elaborated a strategy to focus on local ownership and product differentiation. In addition, we focused attention on the web site as a complement to the retail store, in an attempt to increase traffic for both.

Results
Shortly after beginning the engagement, we secured a 30-minute guest slot for Jay Knick on the most highly rated talk show in the North Bay, the Pat Thurston Show on KSRO. Jay spoke about some of his favorite outdoor activities as well as how his store competes against REI. This appearance can be leveraged for additional appearances to talk about seasonal recreational activities.

We also developed a press campaign focusing on the David (Sonoma Outfitters) vs. Goliath (REI) angle. This landed a page one story in the North Bay Business Journal with a prominent color photo of the Knick family. Similarly, The Press Democrat, the North Bay's largest circulation paper, is slated to do a similar story about Sonoma Outfitters in an upcoming issue.