Modern PR Marketer
Zapala believes that every brand is decidedly different. She uses these differences to build distinct “human” brand characteristics in support of the unique selling position. Zapala develops storied brands filled with truth, interest, fun and functional benefits to sync with the human spirit. Assisting brands at this level is highly effective and it simplifies brand messaging allowing clients to communicate with their ideal customers at the right time, at the right place, and with the right words. Is your brand emerging, moving to the next level, or in crisis mode? Regardless of what stage your brand currently exists, Zapala can help you navigate the path that is uniquely yours and set goals to generate successful outcomes. Zapala’s organic approach marries immersive PR, social media and marketing communications. This powerful marketing cocktail helps brands get noticed, become distinctive, and defy the odds to positively impact the bottom line. Zapala’s approach is grounded in decades of experience and has proven to yield a positive return on investment year-over-year.
Zapala has a knack for discovering hidden client assets and crafting stories that spread like wildfire. She has mastered the art of turning what was once thought of as a negative into a positive news story or social sensation. Her über creativity, her knack for developing immersive travel programs plus her industry-wide media networks enables her clients to be seen and heard by millions and have their stories shared by millions more. These tactics have rewarded her with dozens of industry awards, respect from her peers, and most importantly – newsworthy headlines for her clients in the world’s most prestigious outlets.
Over the years, Zapala has embraced the Italian phrase, l’arte d’ arrangiarsi, the art of making something out of nothing enabling her to extend a client story via a hot new TV show, at high end events or in a New York Times bestseller. For example, her clients have been featured on The Doctors, The Bachelor, The Amazing Race and inside a New York Times bestseller, The Travelers Gift.
Knowing what journalists need is imperative, but masterful writing is critical. Zapala’s writing is based on the foundation of branded storytelling. She skillfully crafts sharable social content while building a brand voice that speaks through couture press kits, press releases, newsletters and other collateral. Each piece is infused with key brand messaging. Zapala receives numerous testimonials and comments on her work, such as this accolade from a popular syndicated columnist: “Nina, the press kit is gorgeous, so beautifully written – I love it! Kathy Witt, Syndicated Travel Writer.
Zapala curates media events and PR opportunities that are authentic, headline grabbing and highly attended. From art education and wellness programs to an intimate sail around New York City’s harbor to media events at tony hotels in London and beyond. Zapala always employs an unconventional twist.
Client engagement at celebrated lifestyle events is another area where she excels. A few examples include: Susan G. Komen Race for the Cure in New York City, Matt Damon’s The Water Project fundraiser in Los Angeles, and at New York’s famed fashion week’s Nolcha Fashion Show, where the Housewives of New York and Bravo TV made an appearance – clearly surpassing client expectations. Nonetheless, Zapala understands what’s important to her clients’ customers and strives to deliver purposeful engagements that achieve extraordinary results. From talked about onsite celebrity launches to on location photoshoots and familiarization tours, each event is produced to achieve client objectives and measurable ROI.
Openings / Launches
From the red carpet to a social media uproar, Zapala has had the great pleasure of launching and opening talked-about hotel/resort properties and cutting-edge lifestyle products. Notable news demands creativity, fresh insights, and distinctive approaches – all of which come naturally to Zapala. Since openings and launches are “news” in their own right, Zapala releases convention to serve-up delicious, new and creative opportunities that move beyond traditional news features. To move a brand forward, she purposefully and methodically messages client news to create viral outcomes, highly buzzed about events and exceptional outcomes.
Partnerships come in all shapes and sizes. Zapala has had the honor of working with some of the best and brightest from the promotions director at the New York Post, to producers and photographers with Sports Illustrated Swimsuit Issue . She has also forged client partnerships with a NASCAR team and national TV producers from The Amazing Race, The Bachelor, The Doctors and others.
Zapala believes that partnership goals should always be in support of the brand. These partnerships are forged to extend brand reach to millions of additional potential customers who share similar interests, beliefs, likes and values; again taking a human approach. A few examples: Peter Island Resort & Spa + New York Times bestselling book The Travelers Gift; Mariel Hemingway + Cambridge Beaches; Skytop Lodge + Cirque du Soliel; Milliken Creek Inn & Spa + Depak Chopra/Sleep Kit.
Social Media / Content Creation
Social media is continuously evolving, which is what makes this marketing concept endlessly fascinating. Zapala relishes social media’s ability to speak directly with customers using authentic communications. She has used social channels to raise awareness, launch a brand, increase website traffic and as a news channel.
Content creation can and will, when done properly, ignite intimacy life details, product/service suggestions, customer raves and rants while delivering a deeper understanding of the consumer. Zapala studies this data looking for the next big idea and hot trends. She then mines the content for invaluable insights to deliver intelligent PR and engaging social media campaigns. Again, it’s the human touch, the human emotion that drives engagement, shares, comments and the “like” – not a sales pitch!
Social media has become the communication bridge between a brand and its consumers. Zapala relishes social media as it has – and will continue to offer – untold opportunities to launch new brands, build storied brands, and increase brand loyalty.