Media relations
Goldmann’s Department Store

Challenge

After operating for more than 110 years on Milwaukee’s south side, Goldmann’s department store closed its doors on October 1, 2007. As the only independent department store in the state, and one of 15 independent department stores nationwide, Goldmann’s unique position as a historic icon left owners concerned about negative media coverage.

Solution

Mueller Communications developed a media outreach strategy that would help drive customers to Goldmann’s and maintain positive coverage of the store closing by positioning it as an end of an era, but the start of something new. In addition to the initial store-closing announcement, Mueller Communications developed unique story ideas and garnered media attention throughout the four-month liquidation period. Stories included: historical icon spotlight, employee reunion, vintage car show and antique sale, and a “Goodbye Goldmann’s” event.

Results 

Overall, the media relations strategy generated nearly 100 media placements covering the closing of Goldmann’s, including national media attention and two front page features in the Milwaukee Journal Sentinel. The store was not only successfully liquidated, but also produced significantly increased profits as multiple new merchandise orders were made to keep up with demand throughout the closing period.

Local and national coverage included:

Broadcast Coverage:

• KSL TV-Online (Salt Lake City, UT)
  
• WFRV TV-Online (Green Bay, WI)
  
• WITI TV (Milwaukee)
  
• WDJT TV (Milwaukee)
  
• WKOW TV-Online (Madison)
  
• WTMJ TV (Milwaukee)

Print Coverage:

• The Boston Globe
  
• Chicago Tribune
  
• Washington Post
  
• Sacramento Bee
  
• MSNBC.com
  
• Seattle Times
  
• U.S. News & World Report
  
• The Business Journal
  
• The Daily Bulletin (Ontario, CA)
  
• The Daily Reporter
  
• Wisconsin State Journal
  
• Milwaukee Journal Sentinel

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