Our Clients
Case Studies

Client Renfro Foods, Inc.
Challenge Renfro Foods is a family-owned Fort Worth business. Established in 1940, it had a solid history and good acceptance in its established markets. Renfro wanted to increase national market share, primarily for its salsa line, without heavy investment in an advertising campaign.
Strategy InterStar created a media and public relations campaign focusing on trade and business publications.
Results Through media placements Renfro's salsas have developed a national reputation and their shelf placement in grocery and specialty stores and in gourmet sections across the country is rapidly increasing.
Since 1998 InterStar has secured multitude placements in consumer and trade publications; booked company owners as guest hosts of television cooking shows; redesigned and produced Renfro's media kit and supporting collateral materials - and snagged a prominent product placement in "Spy Kids," the top grossing movie of Spring 2001.
Client Dallas/Fort Worth
International Airport

One of the world's busiest airports, DFW Airport is owned jointly by the cities of Dallas and Fort Worth. The airport was in the midst of a $2.6 billion expansion, including a new international terminal, automated people mover system, runway extensions and other general improvements.
Situation DFW International is known largely for its passenger operations. A goal for the airport, as it looked toward expansion, was to develop its reputation as a cargo hub for international trade. Nearby Alliance Airport is the world's first cargo-only airport. DFW officials wanted to increase knowledge globally of cargo operations and facilities in light of the new competition from Alliance.
Additionally the airport wanted to solidify its position as one of the world's most-vibrant passenger airports. DFW faces competition in the passenger market from Love Field in Dallas. Love is the hub for Southwest Airlines and other low-cost carriers.
Approach The reality of growing bigger and better to meet future air service demands presented a range of opportunities and challenges for DFW Airport. Goals for InterStar included:
  • Increasing DFW Airport's top-of-mind awareness with customers, airlines, and other important audiences
  • Growing DFW's trade and business media exposure nationally and across international markets, and
  • Positioning DFW International Airport as the prime contributor to the booming economy of North Texas.
Work The call to action was to implement a creative and effective communications plan that would build DFW Airport's identity in the next century as the world's most-recognized and esteemed international gateway for shippers and passengers alike. The plan emphasized public/media relations focusing on the community, media and public at large; and organizational communications focusing on employees, marketing communications and crisis situations.
Result InterStar met every goal for media relations. Stories were placed in all major aviation and cargo publications in the United States and around the world. DFW is recognized as one of the world's premier airports. Across North Texas, the Airport is recognized as the leading economic generator and is frequently referenced in this manner by media and government officials. Today the Airport is in the midst of a $2.6 billion expansion.
Client Texas Department on Aging
Challenge The Texas Department on Aging is an independent state agency that provides a valuable service to citizens but, due to its size and funding, suffered from a lack of exposure. The agency needed help to increase recognition throughout Texas, and thereby increase the use of its services.
Strategy InterStar developed the Texas Department on Aging's first statewide public awareness campaign. To effectively cover a state as big as Texas, and reach diverse audiences, required careful planning and implementation.
InterStar's strategy was to reach the audiences "on their own turf." We took the message directly into homes, and also delivered it to public spaces frequented by the appropriate audiences. The advertising and collateral materials gave the Web site address to direct people to more in-depth information.
Tactics We identified stakeholders and target audiences, conducted a media relations program, created and produced campaign materials, and consulted on legislative issues.

The audience was reached at home via mass media including television and radio public service announcements and newspaper articles. The campaign was distributed in public places including libraries, health departments, social security offices and drivers license offices using posters and brochures.

Print materials were mailed to influential public officials including police officers, politicians and concerned groups such as the silver-haired legislature and Area Agencies on Aging.
Method A unique media distribution plan divided the state into five markets (North, South, East, West and Major Market) and four time-phases. During each time phase we focused on a different location in each market.

A series of four television and four radio PSAs were produced. Having four different spots effectively extended air time as stations continually had new materials to present. This systematic approach achieved a ripple effect over time as locations in the first quarter continued to air the PSAs throughout the year, and locations in the fourth quarter continued airing PSAs long after the end of InterStar's 12-month involvement.
Result By the end of 2000 the television spots had aired to a potential audience of 4,640,500. The radio spots had aired in 13 markets (documented coverage, real air-time is undoubtedly far greater) and print coverage was extensive throughout the state. And importantly - hits on the agency's website increased by 40%.

In addition to increased public awareness, the 2001 Texas legislative session introduced and passed a bill to keep the Department on Aging as an independent agency. This successful outcome was attributed by TDoA to be in part due to the successful public awareness campaign.
Client American IronHorse Motorcycles
Challenge American IronHorse is a Texas-based motorcycle company that designs and manufactures high-performance, high quality, custom bikes. The company was launched to bridge an industry gap between the high-performance motorcycle manufacturer and the image-oriented builder.

As a start-up operation, American IronHorse needed to market the company without a significant advertising budget. As its prime competitor is international giant Harley-Davidson, guerrilla tactics were called for.
Strategy InterStar devised an aggressive marketing strategy focused on obtaining extensive, high-visibility coverage in trade and business media. Features of the campaign included extensive media relations; participation in events targeted to specialty and general audiences; and development of collateral materials.
Results InterStar propelled American IronHorse from a start-up operation to a successful, national company in less than two years. Branding a company through the almost exclusive use of media relations is considered to be an extraordinary achievement.