The Limited

A McKeeman Communications Case Study

The Limited – Legacy Brand, Fashion-Forward Approach

Beginning in 2010, The Limited, a mid-range women’s clothing retailer, embarked on a revitalization and evolution of their brand and approach. A mainstay for many traditional shopping malls, The Limited needed to appeal to a different demographic, and make their mark as an accessible fashion-forward retailer.

McKeeman Communications was enlisted as one of their first field public relations agencies and worked hand-in-hand with the national marketing team in shaping what public relations, media relations, social media, and cause-related marketing would look like as the new version of “The Limited” hit markets across the country. The news coverage, community engagement, and customer responses were strong, helping drive physical store sales while re-inventing the iconic brand’s reputation to appeal to women in their 20s, 30s, 40s, and 50s.

With direct access to the company’s Senior Vice President of Marketing, the McKeeman team became an extension of The Limited’s national marketing team, directly conducting market entries for seven new locations in North Carolina and Virginia. Along with media interview training The Limited’s CEO and executive marketing team, McKeeman was tapped for special projects including managing eight months of market entries across the country.

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We’re immensely proud of the work we do and the client partners who entrust us with their brands. In Kim’s words, “we get to choose who we work with.” That means when we work with our selected clients, we believe in their purpose and the story they have to tell and that passion is reflected in the quality of our work.

We Treat Your Business Like Our Own

At McKeeman, we see our clients as partners and, from the beginning, dig in to solve problems with PR and communications-oriented solutions – whether that’s helping business owners identify and communicate their differentiators or determining a better way to connect with your customers. For us, your business is a partnership, not a transaction.

strategic communications planning

Communications is never one-and-done. It’s an ongoing function of business that needs to be analyzed and measured. Need help developing and implementing a plan and messaging that delivers results? Let our team be your thought partners.

Social Media

There’s Facebook, LinkedIn, Instagram, Twitter, Snapchat – oh my! Oftentimes business owners don’t know where to start, let alone which platform to choose and how to effectively manage them. We’d like to partner with you to ease your social woes and allow you to get back to what you do best – running your business.

Crisis Communication & Planning

Let’s face it, tackling a crisis situation is not only daunting, it can be downright scary. Nothing gets the blood pumping like a social media issue going viral, or the local TV station calling for “your response” on an employee’s blunder. So – the question – what do you do? We say – have a plan.

Brand Development

Tell us your story and we’ll make sure your brand reflects that to cement a strong foundation.

Web Development

Mom used to say “you have only one chance to make a good first impression.” Don’t let your website be your downfall. Let us help you maximize your online presence. Remember: One chance. Good impression. Keep them coming back for more.

Event Management

We’re a team of type A personalities, so let us take your event (and all its little details) to the next level. From soup to nuts, we can manage, market, and even handle clean up. All you need to do is look your best.

Media Training

An extensive and thorough media training doesn’t just focus solely on media interviews. Our media training service also aims to teach staff members how to serve as general spokespeople for your business or organization. Our team of former journalists share and teach skills that will extend beyond interviews to presentations, meetings and interactions with customers, potential clients and other stakeholders.

Media Relations

The expansion and evolution of media is changing every day. Why is that great news for you and your business? There’s more opportunity than ever to reach people and communities in an authentic and meaningful way. We partner with our clients to help them find the right platform to reach the right audience. And remember… just because you don’t have an announcement or event doesn’t mean you don’t have something valuable to say or an important story to tell.

Branding & Creative Services

You have your messaging nailed down but now you need your business to look as good as it sounds. Whether starting from scratch or needing a modern update, we can work with you to help tell your visual story through logo design, marketing collateral, website development and video.


(We'll let you in on a little secret - all of our clients are our favorite!)

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Charlotte, North Carolina, USA uptown skyline at twilight.
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