2. Bill Kaelin Marketing isn’t just a business, it’s a partnership between lifelong friends. Our
passion lies in finding, creating, and sharing unique brand experiences with the community in
order to bring it closer together. Whether we are promoting the latest fitness trend or assisting
in a restaurant expansion, taking brand names to the street is what our company does best.
We love what we do, and look forward to sharing that with you and yours.
Specific services include:
• Project Consulting • LGBT Outreach • Sensitivity Training
• Event Development • Securing Partnerships • Social Media Strategy
• Branding/Messaging • Promotional Strategy • Media Ad Buys
Bill Kaelin has been making waves in the marketing industry for
nearly twenty years. His experience working with big name
companies (e.g. Delta, Starwood), as well as a penchant for current
cultural trends, has helped position him as a household name when
it comes to marketing, consulting, and event planning. He is an
unrivaled ally within the LGBT community and strives to support
this in all of his endeavors.
Rachael Pryor Hoffman knows what’s what when it comes to
entertainment and lifestyle. She has consulted for top brands (e.g.
W Hotels, Red Bull), and her knowledge of health and wellness
initiatives has led to partnerships with several high-end gyms,
spas, and yoga studios (e.g. Flywheel). Even when she’s not on the
clock, Rachael is busy turning heads and networking as a DJ and
local radio voice.
#LOVEWHATYOUDO
Maressa Michalek is a brand chameleon, able to transition to
specific messaging and voice in the blink of an eye. She has been
honing her strategic writing skills since she was in the single digits
and was drafted to the BKM team from Scoutmob to assist with
project management and social media campaigns. Her passion lies
in taking a good business and making it even better (especially if
there’s food involved).
3. CASE STUDY MATRIX AND LINCOLN
In-town apartment residences and lofts are popping up everywhere these days. Matrix and Lincoln
Properties knew that to stay ahead of the curve they not only had to provide their residents with houses,
they had to provide them with homes and communities. BKM was brought onboard to see this measure
through, and initiated experience-based marketing tactics such as “parties with a purpose” and hyper-
local experiences that let residents feel invested in their community around them. In turn, lease retention
rates have risen. Even better – the events created a positive buzz around the residential community
itself, and new leases are increasing as well.
In addition to grand opening parties, curated local experiences, and gatherings on a national level, BKM
orchestrated a series of tactical partnerships with local and national like-minded brands. Restauranteur
Ford Fry has opened up a restaurant in their residences, and Flywheel, an indoor cycling and barre class
facility, set up shop within one of its communities in lieu of the average run-of-the-mill exercise facility.
Top-notch restaurants and wellness opportunities on the ground floor of your community? Now those
are amenities anyone would have a hard time leaving behind!
How did we manage this?
● Created and executed grand opening events for multiple properties on a national level under a
strict timeline and budget while supporting each community's unique offering
● Advanced lease ups and hot leads by 70%, as well as implementing continual programs to
enhance resident retention, making each property more appealing to investment firms
● Increasing visibility across all social platforms, consulting on best practices for digital
engagement with followers and prospects
4. Staying in touch with the locals can be tricky business for even the greatest of global luxury hotels.
Starwood Hotels and Resorts has a wide range of properties within the Atlanta area, each with its own
unique personality and experience to offer to patrons. The luxury hotel company recognized that in order
for its properties to succeed they would need to imbue themselves with the community surrounding
them. BKM has proven to be the ideal partner for such a task – our dexterous and talented team has
worked alongside Starwood’s various Atlanta locations to engage with the community and ascertain
national-level brand allegiances to elevate its standing overall.
How did we manage this?
● Keeping in contact with the local customer base by managing the social media outlets of
Starwood’s iconic hotels, including the Westin Peachtree Plaza and The Sun Dial Restaurant, Bar
and View. This is no small task – the The Sun Dial alone has the largest online footprint of any
Starwood asset on property. Team BKM continues to not only engage with this Herculean
audience, but to continue growing it. Currently we boast an accumulated 3K followers on Twitter
and Instagram, 12.8K+ Facebook fans (along with 68K check-ins) and a whopping 32K person
email database - all managed by BKM.
● Creating programming for the W Atlanta-Downtown and the W Atlanta-Midtown WETBAR and
Living Room by scheduling weekly weekend entertainment while also engaging in strategic
partnerships on national and local levels. This includes: UNPLUG on Friday evenings, which offers
up the pool (and a cocktail) as a happy-hour alternative with UBER; Saturday’s PLAY, which
encourages folks to live up the adult swim life and enjoy classic Summertime jams on vinyl, play
ping-pong poolside, and soak in the sun while playing games; andSunday’s H2Om, which
incorporates Lululemon, hometown hero DTox Cold-Pressed Juices, and water yoga for an all-
out, next-level zen experience.
More on next page ->
CASE STUDY STARWOOD HOTELS
5. Along with these larger efforts we:
● Engaged local taste-makers, movers, and shakers to participate and spread the word about
events
● Conducted strategic giveaways on premise and online for BLISS Spa treatments, room giveaways
and bar tabs for participants
● Partnered with brands such as Francis Ford Coppola, SmartWater, Lululemon, dtox Juice,
Scoutmob, and more to enhance brand standing and generate awareness.
● Support the LGBT community on a local and national level as an agent of change for this
burgeoning community
● Consulted on operational challenges streamlining marketing efforts with the behind the scenes
team to execute concepts flawlessly
6. LGBT OUTREACH
We pride ourselves on being upfront. With that said, we’d like to share a small piece of advice
for those trying to edge their way into the often fickle (but always fabulous) LGBT market:
you gotta be gay to talk gay! This is a tight-knit community that can sniff out fake marketing
a mile away, so a brand’s messaging has to be both amazing and authentic. Working
alongside a team like ours that is “on the inside” offers not only a strategic business
advantage, but an opportunity for you to learn more about and embrace the LGBT
community in its entirety. As Sex and the City sass-master Samantha Jones so eloquently put
it:
"First you get the gays as your fans, then you get the girls, then you get the industry."
We’ve got the gays and the girls…now let’s talk about how we can help you take the industry!
7. Our partnership with Scoutmob began in 2011 when the company was looking to expand
outside of the Atlanta market to Washington D.C., San Francisco, and New York. We were
chosen to assist in establishing brand awareness based on our knowledge of these cities,
including the most popular neighborhood hangouts for food and fun.
During this initial launch, we:
• Managed the activation program, traveling to each city, ensuring quality control, proper
brand representation, and that all deliverables were met while keeping costs in line
• Created guerilla-style and grassroots marketing campaigns customized for each city
• Produced and managed highly curated launch parties and pop-ups
• Met with Scoutmob’s local writers and sales reps to strategize membership opportunities
• Set record number for new users and loyalists, surpassing the projected numbers by 400%
• Established partnerships with local vendors, writers, business owners, and charities
We have continued to work alongside the Scoutmob team to establish and promote a series
of Hand-Picked curated events, which offer users new, exciting, and affordable experiences
to get users out and about in cities across the country. These have included local yoga events
at Serenbe and The W Hotel sponsored by Lululemon Athletica, as well as movie premiers
and iconic venues like the Castro Theater in San Francisco.
CASE STUDY SCOUTMOB
9. Exhale Spa was already an international, well-established wellness brand when it decided to
open its first Atlanta location in Midtown. Six months after launching, the management was
unsatisfied with membership numbers and was looking to spark interest, connect with the
community, and host unique tastemaker events in order to increase membership and brand
loyalty.
Using our knowledge of the city and current fitness trends, we worked alongside the Exhale
Spa team to meet these goals in record time.
We:
• Created a strategic marketing campaign targeting local movers and shakers
• Conducted experiential tours of the spa facilities
• Set up educational introductory fitness classes
• Hosted several unique pop-up yoga events around the city
• Broke company records by registering the most new members within a two-month period
Due to the overwhelming success of its first Midtown location, Exhale Spa is set to open a
second Atlanta site in the fall of 2014.
CASE STUDY EXHALE SPA
10. New York-based hospitality company The ONE Group was opening a new STK location in
Atlanta and needed a local partner to assist with the launch. BKM was brought on to
generate buzz around the restaurant’s opening and to attract affluent clientele through a trio
of exclusive launch events.
We:
• Consulted on sustainable and effective marketing/promotional strategies
• Provided an Atlanta-centric message while staying true to the STK brand
• Assisted with music and front of the house consulting
•Attracted celebrity clientele and established the restaurant as a place to “see and be seen”
•Resulted in fully booked dinner tables each night following the initial launch campaign
The success of our campaign for STK resulted in a second project with The One Group, in
which we assisted in coordinating the launch of their flagship Italian restaurant concept
Cucina Asellina.
CASE STUDY STK ATLANTA
11. gloATL, a contemporary artistic ensemble committed to bringing free art to the public, had
no money, no time, and few connections to help promote their cause. They needed a team
that could help spread the word about upcoming works on a pro bono basis.
As an organization fully committed to supporting the arts, BKM understood the importance
of gloATL’s work and used our leverage as an established presence in the community to assist
them.
We:
• Introduced gloATL to key players in the Atlanta area and secured financial support
• Used press releases, social media campaigns, word-of-mouth, and guerilla-style marketing
to generate community interest
• Helped organize successful public events, including Luminocity Atlanta’s “Hinterland,”
which starred Big Boi of Outkast and drew 10,000 spectators
• Helped gloATL achieve international recognition
BKM continues to sponsor gloATL, as well as other art and social initiatives both locally and
nationally, including HRC, the Atlanta Film Festival, and Piedmont Park Conservancy.
CASE STUDY GLOATL
