Butin is a PR, digital and communications agency specializing in food & beverage, travel & leisure, and lifestyle & technology brands. We are recognized for our tenured partnerships and our award-winning campaigns.
Our team is a disciplined group of creative thinkers that values excellence, service and hard work.
For the past 15 years, Butin has been doing business with uncompromising integrity and excellence. Our standards, along with our experience, are rooted in big agency tenets, but our culture is grounded in our people and our faith. While we celebrate our achievements, we ultimately love the grind and the journey even more.
Butin represents a limited number of accounts, because we’re at our best when we act as members of our clients’ internal teams. Our process requires time, dedication and a clear understanding of how to pinpoint, craft, polish and place stories to create the most impact. We like to think that it’s working, since 100% of our existing business is referral-based.
Generating hard-to-get media coverage and attention-grabbing headlines is our bread and butter. We are unrivaled in our ability to get brands into the spotlight thanks to our keen understanding of the news cycle and years of relationship building with the media.
Consumers make purchases based on recommendations from people they admire and trust. Having worked with hundreds of influencers, we know a thing or two about delivering results via third-party partnerships. We're constantly perfecting our influencer practice to drive the greatest awareness, value and brand lift possible.
Paid amplification via social and search are some of the best ways to optimize your marketing budget and ensure you reach your target audiences. Our digital team has spent years honing this practice to yield industry-leading engagement and convert social users into brand loyalists.
Whether you just created a new product, launched your brand or finalized a fundraise, doing something NEW is the best time to tell your story. Big or small, our publicity talent will secure coverage at the local, regional and national levels to align with your goals.
Our content creators and designers work together to build dynamic digital experiences and cultivate social communities. Our specialists apply best practices and trend listening to help brands stand out and maintain relevancy in the ever-changing social media landscape.
We collaborate with clients to find their competitive edge and create powerful brand experiences for both the short- and the long-term. Our communication experts help brands identify their true purpose and the distinctive qualities that connect them to their audiences.
Industry, business and niche media are worth pursuing. After all, your customers, competitors and employees are all avid readers of these outlets. Luckily, we've spent the last 15 years establishing rock-solid credibility with the trade press.
We have a knack for turning storytelling into searchability and are known for elevating branded blog experiences. Our editorial and creative teams produce compelling, high-impact website content that increases virality and generates online klout for our clients.
Our team is battle trained in the nuances of business psychology and high-stakes corporate conflicts and crises. We advise founders, CEOs and C-suite executives on the care of their company's reputation and guide their leadership communications and change management practices.
Butin has evolved from a traditional PR firm into a multi-service, digital-forward agency with diverse offerings and expertise. Our PR background steers our approach, allowing us to create dynamic campaigns that make small brands look big and command share of voice leadership for enterprise clients.
Since 2005, SeaPak has worked with Butin to build its share of voice leadership, generate brand awareness, and solidify its position as the most-talked about seafood brand in the media.
Over the past several years, Butin has garnered extensive news coverage for SeaPak and its products, and the brand has been featured in nearly every national food and lifestyle publication in the country.
Thanks to the activation of an aggressive always-on publicity and trade news bureau program executed in partnership with SeaPak, Butin has secured tens of thousands of local, regional, national and trade news media placements, and generated tens of millions of dollars in publicity value, on behalf of the brand.
Today, SeaPak is the frozen specialty seafood leader in the U.S. The brand continues to gain market share and more and more families now consider SeaPak their preferred seafood of choice.
THE CORONAVIRUS PANDEMIC THAT ARRIVED IN EARLY 2020 UPENDED TOURISM MARKETING PLANS EVERYWHERE. IT ALSO CREATED A SUDDEN URGENCY TO TRANSITION STUDENTS FROM IN-CLASSROOM ATTENDANCE TO DISTANCE LEARNING. IN GEORGIA, THE JEKYLL ISLAND STATE PARK AND ITS FAMED GEORGIA SEA TURTLE CENTER MADE A SWIFT SHIFT TO ONLINE INSTRUCTION, POSTING A FREE DAILY SERIES OF EXPERIENTIAL VIDEOS ABOUT COASTAL WILDLIFE.
BUTIN DEFTLY PIVOTED IN STEP WITH OUR JEKYLL ISLAND PARTNERS. GETTING THE WORD OUT ABOUT JEKYLL’S NEW INTERACTIVE RESOURCE WOULD KEEP THE ISLAND TOP OF MIND WITH FAMILIES AT A TIME WHEN TRAVEL AND TOURISM WERE COMING TO A SCREECHING HALT – AND JUST AS SPRING BREAK WAS APPROACHING. WE SUMMARILY BLASTED OUT NEWS FAR AND WIDE ABOUT “SCUTE’S SCHOOL” (NAMED AFTER THE SEA TURTLE CENTER’S MASCOT) AND ITS ENTERTAINING DIGITAL CONTENT, WHICH INCLUDED VIRTUAL FIELD TRIPS TO JEKYLL ISLAND’S COASTAL HABITATS.
OUR QUICK, COLLABORATIVE RESPONSE PAID BIG DIVIDENDS. COVERAGE BY THE LIKES OF THE ASSOCIATED PRESS, USA TODAY, U.S. NEWS & WORLD REPORT AND THE FLORIDA TIMES-UNION REACHED 100 MM+. AND WE WERE IN GOOD COMPANY, GETTING JEKYLL INCLUDED IN ROUNDUPS THAT MENTIONED OTHER PROMINENT ATTRACTIONS OFFERING SIMILAR EXPERIENCES, INCLUDING THE SMITHSONIAN NATIONAL MUSEUM OF NATURAL HISTORY, THE WHITE HOUSE, THE NATIONAL PARK SERVICE, NEW YORK’S METROPOLITAN MUSEUM OF ART, AND EVEN THE GREAT WALL OF CHINA.
In the world of digital marketing, online search engine rankings and digital engagements are key. Working side by side with PB2, we set out to enhance the brand’s digital position for the long-term. Our campaign objectives included improving PB2’s SEO, growing its brand awareness, and maintaining strong engagement across social media.
Armed with product news, fresh blog material, and a healthy collection of influencer recipes, we set the campaign in motion.
Over the course of 12 months, our results grew steadily, thanks to a highly successful Google Ads execution. During this time, PB2’s SERPs grew from 105 to 737, overtaking a rival competitor. PB2’s domain authority also improved.
Meanwhile, through paid promotions across social, the brand’s digital impressions skyrocketed. At the same time, the PB2 website experienced a year-over-year increase in page views of 183%.
Among the many consequences of the COVID-19 pandemic was the premature shutdown of schools which left as many as 800 MM students worldwide suddenly idled at home.
Recognizing that its digital solutions could benefit all those homebound students, Rosetta Stone decided to give three months of free, no-strings-attached language learning to all elementary, middle and high school students. The challenge then became getting the word out about this opportunity amid all the other breaking news related to the coronavirus.
Butin’s sensitivity to the news cycle during this time was decisive in getting Rosetta Stone’s story into the earned media. Our experience working across various verticals – education, parenting, technology, business, consumer products, etc. – proved invaluable.
Coverage of Rosetta Stone’s “Free for Students” offer was extensive, reaching in excess of 270 MM people. Among the more-than three dozen major media outlets reporting on the product were U.S. News & World Report, the New York Post, Parade, People, Forbes, Fast Company, USA Today, Reader’s Digest and Condé Nast Traveler.
To help garner much-deserved recognition for Minerva Dairy, Butin fired up a blogger campaign with 15 social media influencers across the country – from popular experts in the realm of specialty diets (think keto and gluten-free) to tastemakers.
We had them focus on peak occasions for home cooking – such as Independence Day, fall, and Christmas – and then cut them loose to whip up recipes featuring Minerva’s legendary 85-percent butterfat, slow-churned Amish butter.
In all, the program created 28 special recipes with enticing photography to match. Ranging from savory to sweet, the mouthwatering concoctions included Caramel Apple Whoopie Pies, Ham and Cheese Bread Pudding Breakfast Casserole, Chocolate Peppermint Marble Cake, and Butter Cream Poached Eggs.
Through all the new chatter on the influencers’ assorted blogs and social media channels, cumulative impressions for Minerva during the three-phase execution (summer, fall, holiday) topped 730,000, while engagements approached 20,000.
After a $5.9MM MAKEOVEr of their beachfront property on Florida’s Space Coast, Innisfree Hotels tapped BUTIn to help grow AWARENESS OF THeir unique and newly renovated hotel. THE fun, retro looking, 170-ROOM BEACHSIDE HOTEL & SUITES WAS SUPER GROOVY, SO WE KNEW WE HAD TO BRING JUST AS MUCH GOOD VIBE TO ITS MAY 2020 GRAND OPENING.
WE COUCHED THE BOUTIQUE HOTEL’S COMING OUT PARTY AS AN OPPORTUNITY FOR A REALLY COOL STAYCATION. THEN we pushed the nostalgia angle for THE SPACE COAST’S PIONEERING ERA OF 1960S SPACE EXPLORATION, tying the area’s roots to the retro hotel which just so happened to have a throwback look-and-feel.
News MEDIA LOVED THE APPROACH, SO MUCH SO THAT “GOOD DAY ORLANDO” TOOK VIEWERS ON A LIVE broadcast TOUR OF THE property. THE ORLANDO WEEKLY NEWSPAPER ALSO featured BEACHSIDE’S AUTHENTICITY as a SPIRITED EMBRACE OF COCOA BEACH’S RETRO CHARACTER and several other local, regional and national outlets followed suit.
All-in-all MEDIA coverage for BEACHSIDE’S HIP FACELIFT REACHED AN AUDIENCE OF MORE THAN 3.2 MILLION people.
When the Salmon Council wanted to up its social media game, it turned to Butin to map out a new strategy for its Pinterest Page.
Butin quickly enacted an approach which mirrored that of an influencer, instead of a conventional brand. Tactics like search optimization, group board access, promoted pins, “visual-first” pinning and tastemaker partnerships were leveraged to break through the noise on the world’s no. 1 recipe search engine.
In less than one year, the Council’s relaunched Pinterest page gained nearly a million new followers and generated more than 2.3MM impressions.
“Almost overnight, the Salmon Council went from being just another organization on Pinterest to becoming a powerful Pinfluencer,” said Brandon F. Phillips, the senior director of communications and advocacy for NFI.
As further proof of its effectiveness, the campaign recently took home top honors for “Best Use of Social Media” from PR News.
When Florida’s Space Coast and USSSA turned to Butin to publicize the first-ever baseball World Cup hosted on American soil, we were all in.
We designed the Women’s Baseball World Cup Trophy Tour, a three-month long showcase in seven U.S. cities counting down to the World Cup event.
Each tour stop was infused with a nod to the hit movie “A League of Their Own.” Living legends from the All-American Girls Professional Baseball League of the 1940s and ’50s came out, along with a famous actor who portrayed one of the players in the film. Team USA women’s baseball players and other rising female baseball stars made plenty of appearances throughout the tour.
In total, the effort generated 860MM+ PR impressions and $1MM+ in publicity value. Media placements included the likes of O Magazine, HuffPost, Reuters, NBC News, FOX Sports, and SB Nation, ultimately earning the tour a Platinum PR Award in sports marketing.
HUNGRY Marketplace Inc. – the fastest growing digital network connecting independent chefs with local businesses – has been revolutionizing the $65 B office catering market since its launch in 2016.
To bring wider attention to the food tech disruptor, Butin has remained focused on placing HUNGRY at the forefront of business, technology, venture capital, and food-and-beverage media, infusing the brand with an abundance of media klout nationally.
Through two recent rounds of funding, HUNGRY has drawn a star-studded roster of financial backers, including the entertainers Jay-Z, Usher and Kevin Hart, celebrity chef Tom Colicchio, and NFL stars Bobby Wagner and Todd Gurley. HUNGRY’s Series B funding round, which wrapped up in early 2020, helped elevate the young enterprise’s valuation to $100 million.
For HUNGRY’s Series B, Butin was able to push the brand firmly into the spotlight, drawing placements from Fortune, Forbes, Yahoo, The Wall Street Journal, Fox Business, Crunchbase News, Tech Crunch and a host of others to reach approximately 184 million people.
To become America’s No. 1 seafood influencer, Butin, in partnership with The National Fisheries Institute, created a blogging campaign to inspire increased seafood consumption across the U.S.
To start, we established strategies that would engage new audiences and educate consumers about the advantages of eating fish and shellfish. At the center of the campaign is the Dish on Fish blog. Here, we place searchable and fun-to-read content, while also sharing nutrition information and instructive recipes.
With a nationally recognized nutritionist front and center, we deliver seafood facts, features and trends in a friendly, knowledgeable way. We also produce recipe videos and support the blog through traditional PR, social media, Google Ads, e-newsletters, and regular guest posts from other nutrition experts and food bloggers, as well as chefs.
Since its start, Dish on Fish has received numerous accolades for its innovative approach to blogging. The campaign continues to be regarded as one of the industry’s most successful campaigns.
After the first batch of Aphaea Wine was dreamed up and handcrafted in small batches, it was then branded by Butin.
The wine is a red blend, offering a smooth, rich taste profile that features ripe, dense blackberry, with notes of chocolate and rich raspberry and a hint of wild strawberry. A creamy blueberry provides a splendid, lingering aroma, for a harmonious finish.
Aphaea, the Greek goddess of agriculture and fertility, was selected as the brand’s muse. On the wine’s label, a lone, majestic tree rooted in the heart of South Africa’s Western Cape calls out, reflective of the luscious green valley from which the wine is made.
Born of legend, the stately Aphaea symbolizes the history and grandeur that is deeply embedded in its origins.
Post-rebrand, Aphaea Wine experienced double-digit growth, enhancing its presence and distribution across the U.S.
July 2019 marked the golden anniversary of the historic Apollo 11 mission. On Florida’s Space Coast, we helped the office of tourism use the occasion to remind the world that the area is an inspiring destination.
To garner interest, we rekindled the nostalgia associated with the space program of the sixties. We shared the story of a determined female NASA engineer and provided outlets with angles fitting to their specific audiences. We even brought selected journalists to the Space Coast for a behind-the-scenes take on all the celebration activities.
Coverage on BBC News delivered footage to countries around the world. National Geographic, Forbes, The Points Guy, “Good Morning America” were among the countless outlets who followed suit.
Combined, media reports for the event related to Florida’s Space Coast reached an amazing 600+ MM people. In total, the initiative generated $1.2 MM in publicity value – a figure practically out of this world.
Media Stories Secured This Year
Social Posts Created This Year
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Influencer Campaigns Executed This Year
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DIRECTOR OF CULTURE
MARY EVA TREDWAY
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