Challenge: To create a platform for Workhouse branding in the forums of retail, marketing and public relations strategy allowing us to test-market the best of our ideas before we leveraged them to our clients.
Strategy: Build a trend-relevant chocolate brand and retail store from the ground up. Chocolate Bar, New York’s candy store for grown-ups which offers an artful approach to its products and bespoke gift presentations. Chocolate Bar is cozy but cosmopolitan sweet shop, that has broken chocolate out of its Valentine’s mold. Initial investment $75,000 for first 500 square foot space. Six years later the boutique has bloomed to three stores including Manhattan’s East Village, a restaurant within Henri Bendel and a chocolate pop-up store in New Jersey’s Long Beach Island.
Result: Since its inception in 2002, the brand has won numerous awards including “Best Chocolate Store”from Timeout New York, 2 Citysearch “Best Shopping Awards”, Gourmand World CookbookAward, Crain’s “40 under 40” Award, Gourmet News “20 under 40” Award, London Design Finalist Award and more. Workhouse identified low or no-cost media for each Chocolate Bar communication including editorial on TV, radio, print and online, distribution strategy (trade shows), promotion (art bars/ Warhol Museum, Urban Outfitters), sponsorship, charity, third party endorsements (numerous celebrity) and special events including Sotheby’s, Bergdorf Goodman, Club Monaco, Tonneau, M&O, Powerhouse Books.
Integrated communications: $0 in media spending, millions in impressions.
30 Stores including location in New York, Dubai, India, Pakistan, and Australia
Producer David Youse and Four Things Productions in association with L.A. Works has just announced a celebrity staged reading in celebration of The 25th Anniversary of Robert Harling's Steel Magnolias to take place on Monday, 3 December 2012 at 7pm to benefit The Juvenile Diabetes Research Foundation (JDRF). This special one night only event will take place at the Lucille Lortel Theater located at 121 Christopher Street in New York City, where the original production performed. Directed by Judith Ivey and starring Blythe Danner, Annie Potts as M'Lynn, the original Truvy, Margo Martindale as Ouiser, Celia Keenan-Bolger as Shelby and Sarah Stiles as Annelle. Additional cast announced soon! Music for this production has been generously donated by Bonnie Raitt and Pat Boone. With support from the 25th Anniversary Honorary Committee including Olympia Dukakis, Sally Field, Daryl Hannah, Shirley MacLaine, Dolly Parton and Julia Roberts and sponsored by Lifetime Television, Magnolia Bakery and Veranda Restaurant. A VIP reception with the cast and crew will follow this special performance.
TICKETS To purchase tickets or to inquire as to sponsorship information please visit the Steel Magnolias 25th Anniversary website. Visit us on Facebook and Twitter @SteelMag25years
MEDIA Contact Workhouse, CEO Adam Nelson via email@example.com
The original stage production of “Steel Magnolias” opened Off-Broadway at the WPA Theatre, in New York City, on March 28, 1987, under the tutelage of artistic director Kyle Resnick. It was directed by Pamela Berlin and featured Margo Martindale as Truvy, Constance Shulman as Annelle, Kate Wilkinson as Clairee, Mary Fogarty as Ouiser, Blanche Baker as Shelby and Rosemary Prinz as M'Lynn. The production transferred to the Lucille Lortel Theatre on June 19, 1987, and closed on February 25, 1990 after 1,126 performances. Betsy Aidem took over the role of Shelby, and notable replacements included Rita Gardner as M'Lynn and Anne Pitoniak as Ouiser. The play went on to become a successful and critically-acclaimed Oscar-nominated feature film starring Olympia Dukakis, Sally Field, Daryl Hannah, Shirley MacLaine, Dylan McDermott, Dolly Parton, Julia Roberts, Sam Shepard and Tom Skerritt.
Four Things Productions President, David Youse, is committed to building awareness to non-profit organizations by producing live theater events through his experience and knowledge as an actor and advocate for over twenty-five years. In 2010, David produced the The 25th Anniversary reading of The Normal Heart, by Larry Kramer, in Los Angeles, at The Geffen Playhouse, directed by Joel Grey, which benefited The Jeffrey Goodman Clinic, and Charles Busch as Katharine Hepburn in Matthew Lombardo's, Tea At Five, directed by Rob Ruggiero, to benefit The Ali Forney Center at The Lucile Lortel Theatre, in 2011. David will be presenting a re-visted version of "Come Back to the Five and Dime, Jimmy Dean, Jimmy Dean" written by Ed Graczyk, to benefit The Los Angeles Gay and Lesbian Center, in 2013.
JDRF is the leading global organization focused on type 1 diabetes (T1D) research. Driven by passionate, grassroots volunteers connected to children, adolescents, and adults with this disease, JDRF is the largest charitable supporter of T1D research. The goal of JDRF is to improve the lives of every person affected by T1D by accelerating progress on the most promising opportunities for curing, better treating, and preventing T1D. JDRF collaborates with a wide spectrum of partners who share this goal.
Born in Dothan, Alabama, Robert lived in several Southern towns before his family settled in Natchitoches, Louisiana when he was twelve. Upon his graduation from Northwestern University of Louisiana and Tulane Law School, rather than take the bar exam, he opted to become an actor in New York. After years of productive work as an actor in voice-overs and commercials, Harling was inspired to write the highly acclaimed stage play, Steel Magnolias which was based on events from his family life. To this day, Steel Magnolias continues to thrive in theatrical productions in many languages throughout the world. Immediately bridging a career from stage to screen, Harling adapted his original play into the popular film of the same title which starred Sally Field, Julia Roberts, Shirley MacLaine, Olympia Dukakis, Dolly Parton and Daryl Hannah. The personal nature of Steel Magnolias was further enhanced when the film makers decided to shoot the movie entirely on location in Natchitoches, where the events on which the story was based took place. Over the years, Harling has become a much sought after screenwriter: other credits include SOAPDISH, with Kevin Kline and Robert Downey, Jr.; and the highly successful First Wives Club for Paramount Pictures starring Bette Midler, Goldie Hawn and Diane Keaton. Mr. Harling made his directorial debut with The Evening Star for Paramount, which he also wrote for the screen based on Larry McMurtry’s novel. The Evening Star reunited Shirley MacLaine and Jack Nicholson and co-starred Juliette Lewis, Bill Paxton, Scott Wolf, Miranda Richardson and Marion Ross. The Evening Star was the continuation of one of the most beloved and acclaimed movies of our time, Terms of Endearment. In 2004, Pierce Brosnan and Julianne Moorefilmed his screenplay of Laws of Attraction. A current project is writing the book for the stage musical version of Soapdish.
Judith Ivey (Director) Judith Ivey is the recipient of the Tony Award and the Drama Desk Award for her portrayals in Steaming and HurlyBurly, the Obie Award for her performance in The Moonshot Tape, and countless others for her stage and film work. Most recently she was honored with the Lucille Lortel Award and a Drama League nomination for her portrayal of Amanda Wingfield in the Long Wharf Theatre’s production of The Glass Menagerie at the Roundabout Theatre. She received the Texas Medal of Arts Award in Theatre and the Barrow Group’s award for sustained excellence. Some film credits include Devil's Advocate, Washington Square, Mystery, Alaska, Brighton Beach Memoirs, Love Hurts, Compromising Positions, What Alice Found, Flags of Our Fathers, and the soon-to-be-released The Loop. Judith starred in four television series, the most memorable being Designing Women. Some television film credits include The Long, Hot Summer, What The Deaf Man Heard, and Rosered. Ms. Ivey recently guest starred on Nurse Jackie, Big Love, The Whole Truth and Grey's Anatomy. Judith’s recent stage performances include Eppie Lederer/Ann Landers in The Lady With All The Answers at the Cherry Lane, and Shirley Valentine at the Long Wharf Theatre. Ms. Ivey’s most recent directing credit is the world premiere of Carapace at Atlanta’s ALLIANCE THEATRE. Judith has also directed Vanities-the musical, at the Pasadena Playhouse and Second Stage in NYC, Secrets Of A Soccormom, The Butcher Of Baraboo, Fugue, and Southern Comforts—all in NYC, Bad Dates at Laguna Playhouseand Northlight Theatre in Chicago, More in NYC and Burbank, CA, Steel Magnolias at the Alley Theatre in Houston, TX, and most recently, A Short History Of Women at NYSAF at Vassar, and the Roundabout Theatre in NYC. Ms. Ivey is married to Tim Braine, and is the proud mother of Maggie and Tom. Judith has been a member of Actors’ Equity for 37 years, and the SSDC for 8 years.
David was born in Jenkintown, Pennsylvania and studied acting in New York, where he attended The American Academy of Dramatic Arts. He is a member of The Production Company in Los Angeles and has appeared in more than forty successful television series including The Drew Carey Show, Ellen, Murphy Brown, Star Trek: Enterprise, with recurring roles on The Adventurs of Brisco County, JR., Beverly Hills 90210, Chicago Hope and best known for portraying Father Kelly on Days of Our Lives. Recent television includes, Southland, Torchwood, and Criminal Minds. In film, he can be seen opposite Matthew Modine in The Neighbor, The Broken Hearts Club, Bloodhounds of Broadway, among others. David wrote, directed and starred in his short film, The Callback based on a real audition situation, playing every role in the film and is a favorite among many film festivals nationwide and he is recognized in the commercial world. Among his many spots are E-Trade, Earthlink, Fedex, Citigroup, Wrigley's, Exlipse, Comfort Inn, Marriot Hotels, AT&T and his Citibank spot is currently running today. Earlier this year, David was seen in The Car Plays, which played The La Jolla Playhouse, Segrestrom Arts Center, and RedCat Los Angeles as part of Moving Arts Celebration. He has created roles in the award winning Piss Play by Don Cummings, Teeing Off by Christopher Hart and the upcoming The End of It, by Paul Coates, to play The Hudson Theater early next year. Critics hailed his performance as Uncle Peck in The Productions Company's How I Learned to Drive opposite Suburgatory and Weeds star, Allie Grant, in Los Angeles. David formed his Production Company, Four Things Productions, in 2010 after approaching Larry Kramer about celebrating his work, The Normal Heart on it's 25th Anniversary, to educate a younger generation on the beginning of the AIDS crisis. This ultimately made it's way to Broadway and David is extremely proud of being the seed and starting this wonderful ride for so many involved. He currently enjoys presenting exciting theater with celebrity cast to raise money for various non-profits and charities. He is repped by The House Of Representatives and Talent Works/LA.
L.A. Works is a 501(c)3 nonprofit, volunteer action center that empowers Angelenos to address pressing social issues through volunteerism and community collaborations. We make volunteering easy, fun and meaningful! Since 1991, L.A. Works' volunteers have contributed over 1 million hours transforming their neighborhoods and serving the needs of the Los Angeles community. In 2011, over 25,000 individuals volunteered in L.A. Works projects.
WORKHOUSE (workhousepr.com), one of the country's leading public relations and integrated creative agencies, represents The 25th Anniversary staged reading of Steel Magnolia's and serves as media contact and A.O.R. Our hands are dirty! Celebrating a decade of service, Workhouse is a full-service creative agency headquartered in New York City. We specialize in integrated marketing positioning emerging and established brands with celebrity craftsmanship. Workhouse provides full-service public relations, social media, brand promotion, creative consulting, not to mention, modern day marketing & branding. Clients have included Debbie Harry, Francis Ford Coppola, David LaChapelle, Rolling Stones' Ronnie Wood, Matthew Modine, CBGB, Interview Magazine, Details Magazine, Galleries Lafayette, Ford Motor Company, Virgin, Assouline Editions, Rizzoli International Publications, Tony Shafrazi Gallery, Coty, Versace, Cynthia Rowley, offering award-winning worldwide campaigns across a broad spectrum of luxury, fashion and lifestyle brands. We speak the language. Visit workhousepr.com
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