PR CAMPAIGN EXAMPLES
LYFT
PR CAMPAIGN: LYFT ROUND UP AND DONATE
Espresso PR orchestrated a strategic PR campaign to spotlight Lyft's "Round Up & Donate" initiative in Metro Detroit, supporting education in the city. This campaign emphasized Lyft’s community-driven impact, allowing riders to round up their fares and donate the spare change to the Detroit Public Schools Foundation (DPSF), which provides resources for students in Detroit’s public school district. Examples of earned media include secured an exclusive in The Detroit News, by Jennifer Chambers and HOUR Detroit to promote Espresso’s cross marketing digital campaign with Detroit musician GRIZ.
PR CAMPAIGN: LYFT AND DETROIT CITY FOOTBALL CLUB JERSEY SPONSOR
Espresso PR led a media campaign to secure Lyft as the presenting partner and jersey sponsor for Detroit City FC, elevating Lyft’s brand presence in Southeast Michigan. The campaign resulted in Lyft’s logo appearing on all 2018 DCFC jerseys, national media coverage on ESPN.com, prominent branding on a weekly FOX Sports Detroit webcast, and a successful PR strategy positioning Lyft as DCFC’s official rideshare partner.
AVALON HEALING CENTER
PR CAMPAIGN: "VOICES FOR HEALING”
Espresso PR partnered with Avalon Healing Center and brand ambassador Trinea Gonzcar, a nationally recognized survivor of the Larry Nassar case, to lead an awareness campaign for Sexual Assault Awareness Month in April. The campaign secured national TV appearances for Trinea, including the below interview on NewsNation Prime and a powerful Op-Ed in USA Today via The Detroit Free Press, which went viral—amplifying Avalon’s mission and driving national conversation on survivor advocacy.
BREADLESS CORPORATION
PR CAMPAIGN: “BREADLESS LOVES DETROIT”
Espresso PR launched the "Breadless Loves Detroit" campaign to promote Breadless catering services, raising awareness among businesses and event organizers. Kicking off during the 2024 NFL Draft, the campaign creatively showcased Breadless catering through social media and video production. The effort successfully secured catering orders from multiple Detroit-area companies, elevating the brand’s profile in a dynamic and engaging way. Espresso also lined up multiple TV, print and podcast interviews.
PR CAMPAIGN: BREADLESS AT COMERICA PARK
Espresso PR executed a publicity campaign, to promote Breadless as a new vendor at Comerica Park in 2023. With multiple earned media stories, including the example below with Bally Sports, Breadless was able to drive significant foot traffic at home Detroit Tigers games. As of the upcoming 2025 Tigers season, Breadless is now a permanent tenant serving fans at every home game.
WARMILU
PR CAMPAIGN: WARMILU AND UNITED PARCEL SERVICE “SUPER UPS-ER”
Espresso client Grace Hsia, CEO of Warmilu, was spotlighted in a special campaign showcasing Warmilu’s partnership with UPS. Check out the featured video below and explore more about the collaboration on ups.com and Foxnews.com
MICHIGAN MEDICINE’S TEAM REWIND
PR CAMPAIGN: NATIONAL DIABETES AWARENESS MONTH (NOVEMBER)
Espresso’s November media tour for client, Rewind, focused on the promotion and messaging surrounding defeating T2 diabetes through a team-driven clinical program and the power of community. Dr. Amy Rothberg, Rewind medical director, was featured in The New York Times (show below) and Espresso also secured numerous bookings with local media, such as FOX 2 Detroit, CBS Detroit, WJR Radio, WWJ Radio, Crain’s Detroit Business, The Michigan Chronicle and more!
Desmond Howard served as Team Rewind’s Brand Ambassador at a Rewind event in Ann Arbor as shown below.
CASE STUDIES
PARALEE BOYD SALON
Paralee Boyd Salon: A Historic Franchise Announcement
In 2021, Espresso Public Relations was hired as the agency of record for Paralee Boyd Salon to oversee its communications and media relations. When owner Dana White made history as the first African-American woman to franchise a salon business, Espresso PR was tasked with developing and executing a national media strategy to amplify this milestone.
Results:
Secured an exclusive front-page feature for Dana White on CNN.com, attracting hundreds of potential franchisees and the attention of the U.S. Military.
Generated widespread media coverage, including appearances on Yahoo Finance TV, MSNBC, Roland Martin, and features in Black Enterprise Magazine, The Franchise Times, Atlanta Black Star, Crain’s Detroit Business, and The Detroit Free Press.
Facilitated a partnership with the U.S. Military, leading to approvals for Paralee Boyd salons on multiple domestic and international bases, including Ft. Bragg, Europe, the Middle East, and Asia.
Espresso PR’s strategic execution positioned Paralee Boyd as a national leader in the salon industry, opening doors for expansion and growth.
TECHSTARS
Techstars Mobility:
Driving Innovation in Detroit
In 2016, Techstars launched its Detroit-based mobility accelerator with backing from major industry players, including Ford Motor Company and Lear. Managing director Ted Serbinski, a former partner at Detroit Venture Partners, enlisted Espresso PR as the agency of record to amplify the program’s impact and visibility.
Results:
Secured national media coverage in top-tier outlets such as Forbes, Bloomberg, Wired, and TechCrunch, spotlighting the founders and startups in the Techstars Mobility program.
Developed and executed a communications strategy for Detroit Demo Day, the program’s premier showcase event, earning coverage from The Wall Street Journal, CNBC, and Automotive News.
Established Ted Serbinski as a thought leader in mobility and venture capital by securing bylined contributor opportunities in Entrepreneur Magazine, VentureBeat, and Forbes.
Espresso PR’s strategic media approach helped position Techstars Mobility as a national leader in the future of transportation and innovation.
ALTIMETRIK CORPORATION
Altimetrik Corportation’s 2019 Move to Downtown Detroit: Driving Innovation and Public Impact in Detroit
Altimetrik Corporation, a global technology company with over 2,500 employees, expanded its presence by opening the Altimetrik Collider Detroit Innovation Center in Downtown Detroit. To enhance visibility and engagement, the company hired Espresso PR to lead its communications and public relations efforts.
Results:
Collaborated with Detroit Mayor Mike Duggan and his team to welcome Altimetrik to the city, securing media interviews with Altimetrik Chairman Raj Vattikuti, Mayor Duggan, and former Ford CEO Jacques Nasser.
Developed an award-winning COVID-19 communications campaign to promote Altimetrik’s partnership with Henry Ford Health System, which established free COVID-19 testing at over 100 Detroit nursing homes. The campaign earned the 2020 Gold Bridge Award and 2020 PR World Silver Award for COVID-19 communications.
Secured media placements for Raj Vattikuti, highlighting his achievements as an Ernst & Young Entrepreneur Of The Year winner. Espresso also arranged a professional video feature for Ernst & Young’s website, further amplifying his recognition.
Espresso PR’s strategic execution positioned Altimetrik as a leader in innovation, community impact, and corporate excellence.