Mission Viejo-based Maples Communications Inc. is going after more online media work.
The marketing shop just created a division for digital communications, which it now is offering clients.
About half of the shop’s new business is coming from existing clients who are interested in reaching customers online, according to Bob Maples, agency founder.
There are about 100 million people in the U.S. who are online everyday, Maples said. Many of them “discuss product information and recommendations with their peers and businesses” and that has created new “opportunities for companies to positively affect customer perception and behavior,” he said.
The OC shop is handling digital media programs that include Web sites, blogs, podcasts, search optimization strategies, social networks and microsites to directly reach customers.
Maples Communications also does advertising work.
The shop hired Marcus Meazzo and Mike Duarte to run the digital media division and campaigns.
Runway Show
Irvine-based St. John Knits International Inc. drew a crowd to the Orange County Performing Arts Center in Costa Mesa to show off its newest styles.
The clothing company held a runway show to highlight its 2008 spring and resort collections and celebrate its 45th anniversary.
St. John, a maker of upscale knit suits best known for outfitting affluent women in their 40s, 50s and 60s, has spent the past year working hard to reconnect with customers.
Many customers were turned off by past fitted collections that were skewed to younger women.
The company recently hired Glenn McMahon, president of Dolce & Gabbana USA, as chief executive. He started earlier this month.
He filled a hole left by the former chief executive, Richard Cohen, who left in 2005. Cohen led an aggressive bid to go after younger buyers that flopped.
Longtime St. John executive Bruce Fetter, who rejoined last year, held the spot on an interim basis. He has resumed his role as president and chief operating officer.
St. John said it has made progress pleasing faithful wearers with its fall collection, which was designed with help from founder Marie Gray, the company’s former chief designer, and her daughter Kelly Gray, former creative director. The two continue to consult.
Spring and fall clothes offer a big selection for avid St. John wearers, but also something for younger buyers.
St. John continues to play up campaign model Angelina Jolie in its advertising and on its Web site.
Ads for fall clothes show Jolie posed in a strapless evening gown lounging aside two dogs. In another ad, she’s wearing oversized sunglasses and a cream-colored coat while sitting behind the wheel of a convertible car.
Virtual PR
A former public relations executive at Santa Ana-based DGWB Advertising & Communications has started her own gig.
Stacey Doherty, who left DGWB earlier this year, started a “virtual” public relations consulting firm called Stacey Doss Doherty PR, where she and her freelancers work from home.
“My primary reason for leaving (DGWB) was so that I could have the flexibility as a single mom to raise a child,” Doherty said. “Things went better than expected.”
In about six months, Doherty said she got several clients, including San Diego-based Qualcomm Inc.’s enterprise solutions division.
Doherty said companies are attracted to her services since rates are reasonable.
“We have no overhead,” Doherty said. “They are paying just for our hours and our creative ideas.”
In the past few years, a few OC shops have gone this route, including Gladstone International in Laguna Beach.
Kicking Up the Juice
Irvine-based Juice It Up! is getting the word out about restaurants it plans to open in Orange County.
The smoothie and juice bar chain said it’s set to open five locations here.
The company has more than 120 locations,37 are in OC,in several states, including Arizona, Florida and Tennessee.
This year, Juice It Up! plans to open a total of 50 restaurants, primarily in Nevada, New York and Texas.
The bulk of them will be franchised. Juice It Up! also has two company-owned locations.
Del Taco Hires Chief Marketer
Del Taco LLC lured a marketing veteran from Lake Forest-based Johnny Rockets Group Inc.
The Lake Forest-based Mexican fast-food chain hired Mimi Somerman as chief marketing officer, a newly created position.
Somerman came from Johnny Rockets, a retro style diner chain, where she was senior vice president of marketing.
Somerman will help the company “stay relevant to today’s consumer” and build traffic to restaurants, which is key since Del Taco wants to grow, said Shirlene Lopez, Del Taco president and chief operating officer.
Somerman will oversee Del Taco’s marketing and research and development teams.
Among Del Taco’s latest marketing moves: The company is pushing coupons on its Web site.
Visitors can download and print them for $1 off nachos, or a free “macho” upgrade with a combo meal purchase.
