Case Studies
For more than 30 years, NGRC has helped some of the world's most recognized companies and organizations navigate their most complex challenges. Here is a selection of our work.
Brand Management & Crisis
Walmart Stores | 1995–2005
Walmart retained NGRC as its national public relations firm of record during its rise to become the world's largest retailer. We managed the company's consumer and corporate communications, developed marketing strategies for the Sam's Club warehouse concept, and helped recruit 5 million new small business members to the club program.
American Airlines | 1997
American Airlines faced a pending pilots' strike that was costing the company millions of dollars daily as consumers booked away, and that threatened a multi-billion dollar planned aircraft purchase. NGRC was retained to prevent the strike and protect the company's global operations. Our strategies succeeded — helping the airline enter a new era of expansion and modernization.
Professional Janitorial Services | 2011
PJS of Houston had endured a decade-long campaign against the company by the Service Employees International Union (SEIU). NGRC developed a comprehensive response strategy that resulted in bankruptcy of the union's Texas chapter, a multi-million dollar settlement paid to PJS, and a permanent end to the union campaign.
Cato Institute | 2011
The nation's leading Libertarian organization faced serious board dissension and external pressures threatening to undermine its mission and brand. NGRC was retained to manage the crisis. We helped the board resolve its internal differences, neutralize external pressures, and chart a new path forward.
Market Expansion & Growth
Sam's Club | 1995–2005
Walmart retained NGRC to develop marketing strategies for Sam's Club, its then-new warehouse club concept. We designed and executed a recruitment strategy that brought 5 million small business owners into the program and managed all consumer and corporate communications for the brand.
Generic Pharmaceutical Industry | 1997–2007
Over a decade, NGRC was retained by numerous generic drug manufacturers to bring lower-priced medications to market. We created GenericsYes! — the industry's first multimedia marketing platform — built the industry's national association, and directed dozens of marketing, public affairs, and litigation strategies. NGRC is credited with helping the industry grow its national market share for prescription medications from 42% in 1997 to over 90% today.
NetCreations | 1991–2001
The leading innovator of email database management hired NGRC to establish "opt-in" marketing as the gold standard for online retailers and direct-mail operators. Our strategies significantly increased the company's market value in advance of its sale to Italy-based Seat Pagine Gialle SpA.
China & International Markets
Ferrari S.p.A. | 2014
NGRC worked with Italy-based Ferrari to expand its market presence in China through strategic partnerships with local dealers, navigating the cultural and regulatory complexities of one of the world's most competitive luxury markets.
Sabre Systems | 2009–2011
The nation's leading avionics and reservation systems operator retained NGRC to expand its market in China. We developed China-based marketing strategies, created sales channels with China's state-owned enterprises (SOEs), and established communications with critical Chinese government agencies to enable large-scale sales.
Alenia / Finmeccanica | 1997
Europe's second-largest aerospace company retained NGRC to help win a $7 billion specialty cargo aircraft contract with the U.S. military — one of the largest defense procurement competitions of its time.
Industry Associations & Coalitions
Electronic Industry Citizenship Coalition | 2011–2014
The world's leading technology companies retained NGRC to develop the EICC — an international association designed to protect brand values by improving conditions in the global technology supply chain. We managed the association from inception, developed all product stewardship and supply chain responsibility programs addressing conflict minerals, environmental practices, and labor standards, and grew it into a self-sustaining organization by 2014.
International Anti-Counterfeiting Coalition | 1998–2003
Global companies retained NGRC to defend their brands against counterfeits, diversion, resale, and organized retail theft. We created retail strategies for manufacturers, worked with global retailers to establish anti-diversion protocols, and worked with Congress and federal agencies to strengthen trade protections against brand theft.
Chrysler | 1995
NGRC was retained to help launch Chrysler's new minivan concept. A key element of our strategy involved working with Congress, federal regulators, and advocacy groups to require child safety seats under federal regulations — turning a safety feature into a central marketing advantage for the vehicle.
These engagements represent a cross-section of NGRC's work. Many of our most significant engagements remain confidential at the request of our clients.