About Rebecca Antonelli
Rebecca Antonelli is the founder and CEO of AmericaPR, Market Smart, Inc. and Meet the New Media. She is a successful four-time entrepreneur and concurrently serves as a marketing and public relations consultant. Rebecca is a nationally recognized speaker who has given guidance to thousands of companies through her seminar programs and booklets.
She has been a specialist in marketing and growing companies for over 20 years, first as a retailer, then as a consultant for companies looking to expand their market reach. She has spoken at dozens of events and trade shows and has been published in 32 trade journals and business magazines.
Rebecca conceived and developed a proprietary Internet facilitated public relations firm, AmericaPR, to assist in the exchange of information between businesses and the media. With over 200 clients, AmericaPR has created an affordable and effective system for any company seeking increased visibility. She regularly holds “Meet the Media” forums where business leaders meet with journalists from such media as the Wall Street Journal, USA Today, Fast Company and more.
About AmericaPR.com
The idea for the development of AmericaPR.com, Inc. was conceptualized in 1998 by Rebecca Antonelli, a seasoned marketing and public relations speaker, consultant and author. She is CEO, president and owns a majority of the shares in AmericaPR.com, Inc.
Rebecca Antonelli Career Highlights
John Boy and Billy's Grillin' Sauce
Rebecca’s consulting company, Market Smart, Inc. was instrumental in creating, development, sales and presentations and bringing to market “John Boy and Billy’s Grillin’ Sauce” – which now sells over two million cases per year to dozens of well-known gourmet and grocery stores, on line and at NASCAR events. My client owned and worked in his drywall business in Goldsboro, N.C. and made BBQ sauce at night. His wife was a grade school teacher and did the bookkeeping. They dreamed big, but after four years of selling one case at a time at food shows, gourmet shops and door to door – they knew they needed professional help. In one meeting, the BIG question was asked: “What if we got John Boy and Billy to endorse our sauce and sell it under their name?” – John Boy and Billy are iconic in the south. They have a top ten syndicated radio show that airs in over 150 markets.
Our team went to work. Within two months, we had designed the JB&B custom packaging, cut a deal with our vendors to up production, got an appointment with the celebrities and their management team, grilled up some ribs and pitched the deal. We had with us 10 copies of the cobranding agreement. The paperwork was signed before the end of the hour. On the way home, we stopped at Food Lion’s headquarters and gave them an exclusive on the first 5000 cases. A BRAND WAS BORN. Today, seven years later, there are brand extensions and the company serves the retail and wholesale market and continues to expand.
Fallons
Rebecca Antonelli o versaw the complete revamp of Fallons, a 75 year old florist with five stores in Raleigh, NC. FTD noted Fallons as the 17th largest florist in the country - out of 18,000 FTD affiliates. Our team refreshed and updated the company colors, logo, promotional materials, signage, vans, delivery attire, print advertising, radio and television advertising, devised a yellow pages program that reduced the monthly cost by $2000 and still led to a 400+% increase in incoming calls. We developed exclusive partnership agreements with national companies such as the AMERICA’s CUP. We created and delivered personal Fallons credit cards for top 500 clients which increased brand loyalty and instituted a monthly frequency program that increased traffic in all the stores three fold. Our team sought out marquis brand name companies whose clientele match our target prospect and customer. We partnered with telecommunications company ALLTEL to promote their new “portable phone” and Valentine’s day. The “BUY A DOZEN, GET PHONE FREE” got ALLTEL hundreds of new customers. Fallons delivered over 2000 dozen roses over the Valentines season – more than double the year before (and the promotion cost nothing). The innovative promotional programs we experimented with and refined made Fallons the “top of mind” florist in its market (based on an audited survey). Fallons also became the “Best Florist” in the Triangle for five straight years. Revenue increased from $3 million per year to $6 million. Advertising budget was $100,000 per year.
At 26, Rebecca won the Marketing Achievement Award from notable trade publication, Gifts and Decorative Accessories. Chosen from thousands of entries, she received her award at the Plaza Hotel in NYC – the other winner was the President of Crate and Barrell who won first place in the Merchandising Achievement Award category for their remodel of their flagship store in Chicago.
The Basket Works
The Basket Works, a gourmet and gift basket company started by Rebecca in 1986 (which was sold in 2006 after 20 successful years in business) was honored for their creative Valentine’s promotion designed to compete with flowers. The year before the promotion, 50 baskets were delivered on Valentine’s Day. When The “Lover’s Basket” (rated G, PG, R and X!) was introduced, 20 tuxedo clad drivers delivered over 500 Valentine Lover’s Baskets. Rebecca sourced product for the baskets, created several price points, created a flyer, stocked the shelves with warming massage oils, books for lovers, risque notions, along with more traditional chocolate (hand made in not-so traditional shapes). Rebecca pitched the hottest local rock station to give 5 gift baskets away every day in exchange for on-air mentions. They created a mind-blowing, seductive and informative radio ad that was so effective, it was said that most people kept their car running when they got to their destination to finish listening to the commercial. The promotions drew large crowds and the retail store had lines every day. Radio mentions alone were worth over $100,000. But more than that, The Basket Works was on the map. This promotion jump started the business from a little over $100,000 in yearly revenue the previous year to over half a million the next year. We did it with such fun, not one person was offended. Corporate customers knew they could count on us to come up with an original idea for them!
National Association for the Specialty Food Trade
Rebecca has become the “go to” speaker for the National Association for the Specialty Food Trade Show since her first talk in 1990. Since then, she has led educational seminars at 18 International Fancy Food Shows. The topics vary based on seasonal trends and include keynotes (20 minutes) to complete half-day workshops about public relations, marketing, entrepreneurship, merchandising, selling, and promotions. Many of her attendees have become millionaires by implementing her ideas. She consistently receives standing ovations and top marks on attendee assessments.
Some comments: “You don’t hold anything back, you tell us EVERYTHING – and you know what you’re talking about, because you’ve been in the real world of business. You’re entertaining and at the same time give us amazing content that we can try ourselves at our shop. Worth every moment. Best seminar I’ve ever been to.”
Rebecca speaks across the nation at least 20 times a year to a host of industries including: new product development, non-profit, medical, gift, business owners, entrepreneurs, law, writers, consultants, financial, motivation and more.
Rebecca has facilitated media placement for clients in Wall Street Journal, Maxim Magazine, Tech TV, USA Today, Good Morning America, Southern Living, Redbook, People, Travel and Leisure, Newsweek, and dozens more.
Rebecca worked with a small group of young entrepreneurs to launch a wireless MP3 player. She planned and orchestrated the official launch at the Consumer Electronic Show where she had meetings set up with Rolling Stone, EXTRA TV, Tech TV, Wired, and many, many more. Because of her background in business, Rebecca was able to assist the young entrepreneurs in every aspect of running a business and they relied heavily on her. The one-of-a-kind press kit that was created (in paper and on the web) attracted the attention of over 2000 media representatives from around the world. Even, it was said, beating out Microsoft’s presentation. Thousands of product was sold and discussions initiated by Rebecca led to an exclusive deal with MTV. Calls from reporters continued for months. Press coverage in the seven months from launch (both print and broadcast media) was valued at well over 2.5 million dollars. Secured press coverage valued at over 2.5 million dollars for launch of first wireless MP3 player.
Byrd Cookie Company
Rebecca was hired to merchandise and launch a new retail store for Savannah based Byrd Cookie Company. Her participation included sourcing new products and vendors, purchasing displays, creating sampling stations, developing Byrd’s “Signature Packaging,” and merchandising the market to SELL. She worked and trained management and staff so they truly understood how and why merchandising successfully can make or break a retail location. Working with the owners, a custom standards and procedures manual was created for all employees to increase customer satisfaction. Created launch event that attracted over 250 people and landed the company on the front page of the local paper. Revenue increased by over 500%. with store redesign and marketing program.
Rebecca creates customized launch events for businesses, new products, retail stores and restaurants. Every aspect from inception to execution is carefully overseen by Rebecca and staff. This includes theme development, creation and printing of invitations, procuring lists, training staff, detailed logistical planning, menu planning, and recruiting other businesses to donate goods and services at no charge. I handle all aspects of media involvement from teasers to six part series covering the opening of a restaurant. Assist in every aspect of ensuring a fluid, memorable and exclusive event that is guaranteed to jumpstart a business. Launch clients include: Sullivan’s Steakhouse, Spartacus, Stonewood Grille, Carolina Alehouse, George’s Garage, Regions Bank, Pet Mania, HowStuffWorks.com and many, many more - both regional and national.
Rebecca handled publicity and endorsement negotiations for Trading Spaces designer Hildi Santo-Tomas – arranging public appearances, overseeing product endorsement, and placing articles by and about Hildi Santo-Tomas in dozens of major national magazines.
Stew Leonards
In a two day on-site consultation with Stew Leonards who is in the Guiness Book of World Records for highest sales volume per square foot of any grocery store in the world, carries less than 1000 skus (average grocery store carries over 35,000), and has over 100,000 shoppers per week in one store. Rebecca was charged with remerchandising the gift room, advising senior management staff as needed, critiqueing and creating sales and production systems, products and processes to decrease costs and increase production. This resulted in cutting their existing production costs and time per gift in half. Rebecca completely revamped the company’s direct mail/catalogue program by cutting size of catalog in half, renaming many products, using a price kite model to increase average sale (too many low end prices), eliminated their mailing list purveyor completely, recommended vendors for printing and mailing AND saved them from paying sales tax for their printing. Most importantly, we creating a process to capture names and addresses of the Stew Leonard shopper, increasing their mailing list by 10,000 per week, thus ensuring the catalogue recipient would be far more likely to purchase in the future. This one idea saved them over $50,000 per mailing. Holiday revenue doubled and cost per unit was significantly lowered.
Rebecca Antonelli c reated and produced a television and radio Public Service Announcement for a women’s shelter, Interact of Wake County, pro bono. Recruited all talent and production at no cost and solicited donations from all major media. Campaign garnered over $250,000 in free publicity and increased awareness of their services ten fold.
Awards
1990 – Marketing Achievement award from major trade journal (other winner in category: Gordon Segal, CEO, Crate and Barrell)
1996 – 2001 Business Leader Impact 100
2002- 2003 – Metro Magazine Top PR Companies
1999 – Selected as one of 25 women to present at SpringBoard Venture conference at AOL headquarters
2000 – Woman in Business Award
2003 – Asked to speak as a woman business owner to Small Business Administration in Washington D.C. – wrote report on Women in Business
2003 – 40 Top Business People under 40
Community Service
Board of Directors - Greater Raleigh Chamber of Commerce – 2001 – 2005
Executive Director – Greater Raleigh Chamber of Commerce – 2001
Communications Board Chair – GRCC – 2002
Communications Board Member – GRCC – 2006/7
Founding Board member – Toast of the Triangle – 1996 - 2006
Triangle Wine Experience – PR Board – assisted in procuring over $500,000 (an increase of $225,000) in donations from event
Founding Board Member – Triangle – a family of communities campaign
Founded Marketing Partners program for GRCC – now receives over $1M in donations from media partners
Board Member – Wake Educational Partnership
Board of Directors – Interact
Board of Directors – North Carolina Association of Staffing Professionals
Board of Directors – Boy Scouts of America
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