Colorado Wildlife Council
Situation – The Colorado Wildlife Council (CWC) oversees education about the benefits of hunting and fishing to Colorado’s wildlife, wildlife management, and outdoor activities in the state. Their existing campaign “Hug a Hunter” relied heavily on TV to reach its audience of Colorado’s non-sportsmen which are not seeking out their message.
Insight – CWC can reach a broader audience more efficiently by adding digital media to its campaign and taking advantage of where consumers have shifted their time to online pursuits.
Strategy – Use paid digital media and social media to increase the reach of CWC’s new “Hug a Hunter” campaign that focuses on education.
Solution– To engage a digital audience new creative content was created in different mediums including video, Facebook ads, digital rich media ads and native advertising content. On Facebook, the campaign was launched by targeting influencers, Colorado Sportsmen, to share the video ads with their friends. Lastly, the hugahunter.com website was refreshed to include more educational information and better visuals of Colorado’s stunning outdoors.
Results – Benchmark awareness studies showed an increase in message recall and favorability towards hunting and fishing in Colorado. Additionally, non-traditional media including digital ads and social media drove over 30MM total impressions over the eight-week campaign.
Way to quit
Situation – Way to Quit is the tobacco cessation campaign for the Utah Department of Health. Utah is one of the most successful states in lowering tobacco use among its population with only 9.1% of adults smoking in 2016. The issue is how it continues to be as successful as results become more incremental.
Insight – Tobacco users understand that tobacco use causes health issues and they want to quit. Seven out of 10 adult tobacco users report that they want to quit. The number one indicator of whether or not a person will successfully quit tobacco is the number of times they’re willing to try.
Strategy – Provide Utah’s quitters with support and motivation to quit. A 1-2 punch. Reasons to quit that will emotionally impact them and help them with the “how to quit.” Continue to encourage people to try another quit attempt.
Solution – Use content on social media, especially Facebook, to execute the 1-2 punch of why and how. Show real Utahns dealing with the issue and how they quit with the feature “Share your quit.” Lastly, redesign the waytoquit.org website to make it easier to find free services and information to help people quit.
Results – The percentage of Utah Adults continued to decrease every year. The way to quit Facebook community has doubled in size while increasing user engagement.
Days of 47 Rodeo
Solution – New simplified and visual website that prominently includes millennial faces was developed. A content plan for more engaging social media content was developed that included several contests, video ads, a date-night video, and exciting visuals highlighting the action-packed rodeo events. Additionally, several local Instagram micro-influencers were given access to the rodeo to share images with their followers.
Insight – Millennials love experiences and are driven by FOMO, the fear of missing out.
Strategy – Use digital and social media to show millennials that the Days of 47 Rodeo is “the” experience for their peers during the Pioneer Day celebrations.
Solution – New simplified and visual website that prominently includes millennial faces was developed. A content plan for more engaging social media content was developed that included several contests, video ads, a date-night video, and exciting visuals highlighting the action-packed rodeo events. Additionally, several local Instagram micro-influencers were given access to the rodeo to share images with their followers.
Results – The rodeo set ticket sales records as a result of making inroads with the millennial audience.
New Orleans Convention
& Visitors Bureau
Situation – After Hurricane Katrina, New Orleans Convention & Visitors Bureau needed to assure convention-goers and tourists that the city was open and ready for business. 35% of the cities operating budget comes from toursim.
Insight – “Seekers” are travelers that are willing to take a calculated risk in their vacation choice and are looking for “badge value” in their choices. Something they have done that others have not.
Strategy – Go beyond traditional trade and sales efforts to effect reevaluation by the ultimate decision makers (CEOs and visitors) by targeting “Seekers,” those most likely to take a calculated risk in visiting New Orleans for social currency.
Solution – Forever New Orleans is a campaign that doesn’t deny the major crisis, but embraces the imperfection as part of New Orleans cultural legacy.
Results – In 2007, business travel and convention business was at 80 percent of pre-Katrina levels and there were seven million visitors to New Orleans up 200 percent from 2006.
Guatemala Tourism (INGUAT)
Situation – The Guatemala Tourism board (INGUAT) wanted to increase awareness of the country as a tourism destination in several key markets. But a perception of questionable safety and little consumer knowledge of the country, left Guatemala outside the consideration set of most U.S. travelers.
Insight – Consumers are looking for authentic “hidden gems” when they travel. They don’t want a passive "been there, done that” experience. They want to immerse themselves in unique cultures and travel to off-the-beaten-path destinations with less commercialization and lower costs.
Strategy – Showcase the mystery of Guatemala’s culture while using familiar travel offerings to increase awareness of Guatemala as a destination.
Solution – “They left the perfect place for it” – A digital campaign geo-targeted to specific markets and supported through social media. The campaign employed user-generated content from thousands of positive experiences from previous travelers. We launched it with a marketing mix of social media, Google AdWords, and display/targeted banner ads to get the message in front of the right people at the right time.
Results – In 60 days, Guatemala’s U.S.-based online community increased by 56% across social media channels. The value of their social media pages increased by 769%, they generated 30,000+ Google AdWord clicks, and received over 3,000,000 targeted display ad impressions. This surpassed the value of their top competitor’s online assets.
North Chickamauga Creek Conservancy
Situation – Founded in 1989, North Chickamauga Creek Conservancy (NCCC) is a non-profit organization committed to preserving and conserving the watershed and its dependent regions and to educating and engaging the public in the Conservancy’s endeavors. NCCC had, but needed a way to raise awareness and increase donations.
Insight – The Chattanooga community embraces the outdoor lifestyles of climbing, kayaking, biking, and hiking. However, they were unaware of all the recreation opportunities that NCCC offered.
Strategy – Tap into the local tribal cultures of climbing, kayaking, biking, and hiking, by showcasing NCCC’s offerings in these outdoor activities, then extend this campaign to activate potential volunteers and donors in these communities.
Solution – To attract more attention and make it stick, we created an emblematic, earthy brand that gave the NCCC identity staying power in the mind of the watershed’s community. We helped segment their audience, focusing on those interested in conservation and activism, adventure, education, and volunteerism. We built the website experience around these audiences, incorporating custom maps, field notes, and other cross-referenced information, ensuring that each interest was accounted for. We also targeted NCCC’s audience with a direct mail campaign, speaking to their unique interests.
Results – NCCC’s financial and manpower donations doubled, giving NCCC the resources to focus on what they do best: Conservation.
Tobacco-Free Living
Situation – Louisiana legislators passed the Smoke-Free Air Act, which eliminated smoking in public places starting on January 1, 2007. TFL needed to inform the public of the new law and encourage compliance.
Strategy – Use traditional media and nontraditional ideas to show the changes that would physically take place as the new law went into effect.
Solution – The “Change is in the Air” campaign focused on the impact of the new law and the physical changes that would take place in daily life.
Results – While the Smoke-Fee Air Act initially passed with mixed reviews from the public, the campaign helped galvanize the public behind the law and educated them on the impact to their daily lives.
Bold Dental
Situation – While great advances have been made in the dental care industry, its business model and patient service practices haven’t kept pace. In a time when most health care segments are putting the patient experience at its center, a traditional message like “go to the dentist” didn’t have a chance at standing out. Our client, a leading dental surgeon wanted to create a brand that revolutionized the patient experience.
Insight – In the dental industry, loyalty often hinges on the interpersonal relationship with the physician, regardless of quality of service or value. However, patients periodically reconsider their choice — and up to one fourth of patients change dentists on a regular basis.
Strategy – The new brand needed to communicate the revolution of the dental industry and delivery of – The Ultimate Dental Experience.
Solution – Starting with a name and visual identity, we created a simple logotype that paired the name with the tagline, “Start Smiling.” These elements and their usages were delivered in a brand guideline to reinforce the message. We also included art and copy outlining different concepts of how Bold Dental’s experience should be treated, including a revolutionary iOS app that allows patients to book appointments via Twitter and Facebook.
Results – The client is excited about the brand and is in the process of opening their first office.
Hornets – Season Ticket
Situation – Even before Hurricane Katrina hit in 2005, the New Orleans community never really embraced the Hornets. When the basketball team returned to the city after Katrina, many of the former season ticket holders had moved or changed addresses. The Hornets needed to rebuild their season ticket holder base.
Insight – The New Orleans community was battered, but resilient, and those living in New Orleans one year after Katrina, were “all-in” on the comeback of their beloved city.
Strategy – Draw on the communities’ shared experience of coming back to New Orleans after Hurricane Katrina.
Solution – “Witness the greatest comeback in NBA History.”
Results – The campaign exceeded the Hornets’ sales goal by creating more than 7,000 season ticket holders by July 2007.
Hornets – Playoffs
Situation – The New Orleans Hornets were having a record season and would reach the playoffs for the first time in several years. The team needed a playoff theme that would resonate with fans and inspire the community.
Insight – The community was up to every challenge they had faced with Katrina and rebuilding, and had responded when challenged.
Strategy – Challenge the fans to support the Hornets during the playoff run.
Solution – “Fan Up New Orleans” campaign. “Fan Up” was a call to action that could be activated across multiple platforms.
Results - “Fan Up” was well received by the community as the playoffs began, and fans supported the theme by putting up signs and wearing merchandise. The Hornets used this theme for several years.
Focus DAILIES
Situation – Focus DAILIES wanted to reach teens, who are the largest segment of new contact lens users, as well as their parents, the final decision makers.
Insight – While teens had a say in choosing contacts the ultimate decision maker was still the parents.
Strategy – Engage with teens and parents in a fun environment that highlights the need for contacts to improve the teens lifestyle.
Solution– Engage teens and parents with a branded skills competition at soccer tournaments and create a positive brand experience. In addition, brochures were distributed at high school practices of organized sports.
Results - In all 180,000 brochures were distributed to teens playing sports in Georgia and Florida, two key states for Focus DAILIES.
Mid-America Festivals
Situation – Mid-America festivals operated three of the largest renaissance festivals in the country and was looking to increase attendance by the male demographic, as females are 70% of their audience.
Insight – Men love sports and attend many sporting events during a year. However, sports do not exactly fit well with the renaissance theme.
Strategy – Create a sports event that is inline with the renaissance brand and will be attractive to the male audience.
Solution – Create a strongman competition highlighting the athletes from “World’s Strongest Man” competition on ESPN, engaging both sports fans and those intrigued by the pop culture event.
Results - The festival set an opening weekend attendance record, and artisans reported their best week in sales. The event did so well, it was implemented at all three renaissance festivals.