Where Brand Authority Meets National Reach
The Approach
Gather created a public relations and media campaign that turned seasonal plant expertise into continuous national coverage.
The campaign ran year-round and was executed across key media touchpoints: top-tier lifestyle pitching, nationwide press releases, and specialized industry communicator networks.
The team analyzed editorial lead times to build seasonal story angles (such as Mother’s Day cut flower guides and summer heat-tolerant picks) tailored to consumer trends and long-lead publications like Better Homes & Gardens and Real Simple.
Strategic press releases co-authored with Proven Winners were distributed via PR Newswire, securing mass digital pickup across major national platforms including Yahoo Shopping, AP News and Morningstar.
Press announcements were cross-posted directly to the GardenComm network to engage influential garden writers who drive local purchasing decisions.
The Gap
Proven Winners had built a globally recognized brand and a strong presence in local garden centers, with an opportunity to further amplify its reach through national media coverage.
While the brand was already a leader in the plant industry, there was untapped potential to proactively pitch national lifestyle publications and align with long-lead editorial calendars. The opportunity was to develop an integrated public relations strategy that would sustain year-round media visibility, secure features in top-tier outlets like Better Homes & Gardens and Real Simple, and continuously connect consumers with local garden centers.
What Gather Managed
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National public relations and media strategy
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Seasonal pitch angle and story development
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Long-lead pitch outreach to top-tier lifestyle publications
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Co-authoring and distributing strategic PR Newswire press releases
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Mass digital media syndication
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GardenComm industry network distribution
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Media relations performance tracking and coverage reporting
of earned and syndicated coverage
total audience reach
press release impressions across syndication
The Impact
The PR campaign elevated Proven Winners into a year-round national lifestyle authority, generating massive audience reach and driving consumer interest to local independent garden centers.
Through a dual-track strategy combining tailored top-tier pitching with nationwide wire distribution, Gather Media secured 90 total pieces of earned and syndicated coverage across major media outlets, reaching an estimated 231 million potential audience impressions and generating nearly 2 million views.
The Results