Belk is the largest privately owned department store in the U.S., with more than 300 stores across the South. The company has a rich history and is run by third generation Belk brothers. Hope-Beckham has been working with Belk since 2007 to support its significant investment in the Atlanta market, which is now its largest market with 21 stores.
The Belk corporate communications department enlisted Hope-Beckham’s help to plan and execute a public relations campaign designed to support the public announcement of Belk’s re-branding and to garner news media coverage in Belk markets and nationally.
Hope-Beckham created an aggressive campaign to announce the company’s new brand initiative representing the first change to the brand in more than 40 years. Hope-Beckham helped publicize special events in major Belk markets including Charlotte, Atlanta, Birmingham and Raleigh and coordinated a New York media tour with Chairman & CEO Tim Belk and President & COO Johnny Belk. To facilitate delivery of key branding messages such as the new logo and other branding collateral, a website was created to provide easy access to press releases, video clips, photos and biographies.
Hundreds of news articles were published in major newspapers in Belk’s 16-state footprint and in key national trade publications. Dozens of television stations in Belk communities also ran news stories about the brand launch and subsequently, the unveiling events. The New York media tour included interviews with The Wall Street Journal, Thomson Reuters and Fox Business News.