Greensboro Science Center

Greensboro Science Center

 

Media Planning Case Study

 
Founded in 1957, the Greensboro Science Center (GSC) has created and maintained their reputation as an innovator. They use technology to bring a new joy and interest to museums by bringing together a science museum, zoological park and an aquarium—all at one central location. In addition to their not-so-traditional take on science-based exhibits, they’ve added other attractions like SKYWILD and the OmniSphere Theater.  Learn more about the challenges they presented to Bouvier Kelly and how we helped solve them.

The Challenge:

Throughout their 60+ years of existence, GSC has continued to grow their attendance to impressive levels. But as with any successful enterprise, it’s imperative to never rest on your laurels: there is always room to grow and share the wonders that GSC offers. Their team came to us to help devise a way to continue building their visitor numbers with both new visitors and previous guests. There is always more to see and experience at GSC, and our task was to demonstrate those offerings all while making the most of their budget. Maximizing their reach within their media budget was, and continues to be, a top priority.

The Strategy:

First and foremost, we dove into GSC’s existing strategy and found that they were already on the right track. Our job would be to add bandwidth, strategic thinking and refine their existing strategies to make them even more successful. To do this, we analyzed their visitor data from the previous three years, examining geography and other patterns. We reallocated budget by geography to maximize reach in areas with the largest opportunity for quick growth at first, slowly building growth from other target areas afterwards. Then we focused on rebalancing their media mix to ensure they had a wide range of placement types. Any existing advertising outlets that remained were evaluated to ensure the placement was as high impact and visual as possible.

The Strategy:

First and foremost, we dove into GSC’s existing strategy and found that they were already on the right track. Our job would be to add bandwidth, strategic thinking and refine their existing strategies to make them even more successful. To do this, we analyzed their visitor data from the previous three years, examining geography and other patterns. We reallocated budget by geography to maximize reach in areas with the largest opportunity for quick growth at first, slowly building growth from other target areas afterwards. Then we focused on rebalancing their media mix to ensure they had a wide range of placement types. Any existing advertising outlets that remained were evaluated to ensure the placement was as high impact and visual as possible.

Next, we wanted to learn more about the cycle of visits the center experienced in the course of the year. In order to best allocate their budget, we needed to know which months typically yielded higher volumes of traffic. This was to strategically use those funds to create an even larger push during these high traffic months, as well as prioritize times when they had a big announcement, exhibit opening or event. Finally, we implemented greater usage of Facebook advertising. We began delivering a series of targeted campaigns to different audiences with specific CTAs throughout the year. These campaigns were aimed at increasing traffic to specific events and exhibits, while also raising awareness and driving more visits to their website.
Next, we wanted to learn more about the cycle of visits the center experienced in the course of the year. In order to best allocate their budget, we needed to know which months typically yielded higher volumes of traffic. This was to strategically use those funds to create an even larger push during these high traffic months, as well as prioritize times when they had a big announcement, exhibit opening or event. Finally, we implemented greater usage of Facebook advertising. We began delivering a series of targeted campaigns to different audiences with specific CTAs throughout the year. These campaigns were aimed at increasing traffic to specific events and exhibits, while also raising awareness and driving more visits to their website.
The Results
Overall, refining GSC’s strategy and reallocating their budget was successful, and the use of Facebook advertising helped the GSC reach a 7% increase in visitors for the year. Listed below are the total number of ad impressions each tactic produced:

439,600

Print

2,211,627

Digital

7,015,466

Radio

3,789,081

TV

25,081,703

Out of Home

388,537,537

Total

High Point Police Department

High Point Police Department

 

Social Media Case Study

 

High Point Police Department

While the city of High Point is investing in long-term growth opportunities, it has not been immune to the struggles that many urban communities are facing: low economic growth, high crime rates and an uncertain future as the city’s key revenue generator—the High Point Furniture Market—is fighting to remain vital in an increasingly globalized economy.

Coupled with an often-tense national conversation around policing, the High Point Police Department (which serves more than 100,000 residents) found itself in dire need of a revamped recruiting strategy that went beyond their traditional tactics.

The Challenge

It’s no secret that the past five years have seen the relationship between many police departments and the communities they serve become increasingly strained. And while it may not be true for every community, the perception of tense relationships lingers.

Not only are many departments working overtime to maintain positive relationships within their community, many are also experiencing a steep drop in recruitment. Simply put, a younger, more socially-conscious generation of millennials are becoming less interested in the profession. This is often due either to negative perceptions of policing in general, access to higher paying, technology-focused opportunities or a combination of both.

The High Point Police Department was concerned that these factors would make it impossible to meet their necessary hiring quotas. However, they were also adamant about not lowering their standards simply to meet those numbers. Thus, their traditional recruitment tactics would need to be bolstered by a more digitally-oriented campaign, particularly if they were looking to reach a younger generation.

The Campaign

After surveying the landscape of recruiting tactics from departments across the country, we found that many relied on a harder-edged, action-heavy approach. From a visual perspective, these videos often featured tactical elements like SWAT teams, firing ranges and door-taking.

However, if our goal was to appeal to a younger generation who might find those talking points abrasive and reinforcing of any negative police stereotypes, we knew a lighter, more community-oriented focus was needed.

Working to recruit internet-savvy millennial candidates would require a reorientation of the conversation around policing, so placing the focus on the department’s role in the community as place-builders and benefactors would help achieve that goal.

Our theme—A Higher Standard for High Point—would have a twofold effect: it would reinforce the department’s high recruiting standards, which they refused to abandon in favor of simply bolstering their ranks, and it would demonstrate how the department works in conjunction with their community members to raise the standard of living for everyone. This theme would be translated into several emotionally-impactful, testimonial-driven videos, recruiting posters and other assorted marketing materials that drove the department’s core beliefs home.

Because the department was most concerned with tapping into the upcoming generation of recruits, we decided that social media (Facebook and Instagram, primarily) would be our key distribution point. That decision was based on three key factors:

  • Ages 18-34 make up 42% of Facebook’s user base and 61%
    of Instagram’s
  • The platforms offer robust targeting and highly trackable advertising opportunities
  • Social media advertising is more cost-effective than traditional media placements like TV or radio

Our theme—A Higher Standard for High Point—would have a twofold effect: it would reinforce the department’s high recruiting standards, which they refused to abandon in favor of simply bolstering their ranks, and it would demonstrate how the department works in conjunction with their community members to raise the standard of living for everyone. This theme would be translated into several emotionally-impactful, testimonial-driven videos, recruiting posters and other assorted marketing materials that drove the department’s core beliefs home.

Because the department was most concerned with tapping into the upcoming generation of recruits, we decided that social media (Facebook and Instagram, primarily) would be our key distribution point. That decision was based on three key factors:

 

  • Ages 18-34 make up 42% of Facebook’s user base and 61%
    of Instagram’s
  • The platforms offer robust targeting and highly trackable advertising opportunities
  • Social media advertising is more cost-effective than traditional media placements like TV or radio

The Execution

Working alongside our partners within the department, we compiled a diverse group of men and women to interview who could demonstrate HPPD’s commitment to making sure their officers reflected the community that they were tasked with serving.

After conducting several video shoots both in the community and within the department, our video team got to work sculpting our interviews and footage into powerful, 30-second videos crafted exclusively for mobile-friendly viewing on Facebook (mobile devices account for 71% of all Facebook traffic).

One campaign was specifically designed to be shown to men and women who were either already working within law enforcement (e.g. “lateral” recruits) or who had studied law enforcement in college. This would allow HPPD to demonstrate their own unique value and how they offered an experience different from other police departments—benefits like a community-focused approach as well as take-home vehicles and competitive benefits.

The other campaign would be targeted more broadly at regular citizens, simply requiring that the Facebook user possess a high school or college degree to see our ads. To narrow our focus, however, we would build “custom audiences” each month based on the users who had positively interacted or engaged with our campaign. Anyone who “Liked” the ads, shared them with friends, clicked through or viewed a certain percentage would be grouped into a new audience set to be shown more focused ads in the next phase. So where we started with a broad audience of more than 1 million users, we had already narrowed our focus to 60,000 within one month.

The Results

While we are still in the first phase of our campaign, the early results are promising. This is a long-term strategy to be sure, but we are confident that the strategy is affecting its intended audience with our high-impact storytelling. Listed below are a few highlights from the first month of our social media campaign:

439,000+

Total Ad Impressions

163,800+

Targeted Users Reached

45% of all views were in our target age range (18-34)

86,300+

30-Second Video Views

14,000+

Total Link Click-Throughs

Click-through-rate: 1.74%

Employment & Recruitment benchmark CTR: .47%

Guilford Parent Academy

Guilford Parent Academy

 

Creative Services Case Study

 
Guilford Parent Academy (GPA)
Guilford Parent Academy (GPA) is an offshoot of the greater Guilford County School system that provides cutting-edge training and resources for parents and their children. Using both in-person workshops and seminars along with a toolkit of digital tutorials and resources, GPA covers subjects from preparing for college, dealing with bullying and fostering parental involvement in education. Since 2014, Bouvier Kelly has assisted GPA in spreading the word about these resources within their community through various distribution channels.

Social Media:

Using GPA’s Facebook page as their social media hub (audience-wise, we have found Facebook encompasses more parents than Twitter does), we have helped increase attendance for in-person events and drive more engagement with their digital resources.

Using a combination of organic original and curated content with a targeted advertising campaign, Bouvier Kelly has played an integral role in keeping GPA top-of-mind for parents across Guilford County.

With a modest monthly advertising budget for the 2016-17 school year, we kept the page’s total engagement at an average of 2.91%, well above industry benchmarks of .5%-1%. Similarly, we grew their Facebook audience by 35% in the course of the year.

Email Newsletters:

Starting in 2016, Bouvier Kelly also took over the management of GPA’s nearly 10,000 contact-strong email newsletter program. We redesigned their existing template to create a cleaner and easier-to-read format that was also responsive for mobile viewers.

Since our redesign, primary metrics have increased by encouraging margins. Open Rates have gone from around 8%-10% to an average of 18%-20%. Click Through Rates have also increased from an average of 4%-6% to more than 10% each month.

Email News Letters:

Starting in 2016, Bouvier Kelly also took over the management of GPA’s nearly 10,000 contact-strong email newsletter program. We redesigned their existing template to create a cleaner and easier-to-read format that was also responsive for mobile viewers.

Since our redesign, primary metrics have increased by encouraging margins. Open Rates have gone from around 8%-10% to an average of 18%-20%. Click Through Rates have also increased from an average of 4%-6% to more than 10% each month.

Parent Resources Redesign:

One of the most innovative programs that GPA offers is its Parent Resources portal. Here, parents and students can receive live, 24/7 online tutoring help from professional tutors; get help with the GED studies; engage with interactive core subject tutorials; and even receive job interview and resume training.

However, the way this information is presented on their website prevents many parents from accessing the tools—or even understanding what was available to them. Our first instinct was to push for a brand-new GPA website, but since it was necessary to stay within the Guilford County Schools digital ecosystem, we had to find another way.

So, Bouvier Kelly offered a new redesign of the main landing page for this portal, helping to convey what was available with a tighter visual design. This redesign relies on minimal copy and succinct headlines instead of long explanatory copy.

GPA has plans to implement this new design for the 2017-28 school year, and we look forward to seeing the increased clicks and account sign-ups we anticipate it will bring.

 

 

End of Year Report:

Each year, GPA compiles a comprehensive report of their successes and accomplishments during the previous school year. This report, which is shared with local school leaders, parents and stakeholders alike, contains a copious amount of data and information. And while previous reports were effective in their presentation of this information, the leaders at GPA wanted to take a more visual approach for the 2016-17 report.

We brought bright colors, powerful pull quotes from people affected by GPA’s programs and impactful images to drive home GPA’s successes. This report emphasizes both the progress GPA made in terms of attendance and participation as well as what lies in store for the organization.

End of Year Report:

Each year, GPA compiles a comprehensive report of their successes and accomplishments during the previous school year. This report, which is shared with local school leaders, parents and stakeholders alike, contains a copious amount of data and information. And while previous reports were effective in their presentation of this information, the leaders at GPA wanted to take a more visual approach for the 2016-17 report.

We brought bright colors, powerful pull quotes from people affected by GPA’s programs and impactful images to drive home GPA’s successes. This report emphasizes both the progress GPA made in terms of attendance and participation as well as what lies in store for the organization.

GPA Overview Video:

While many families across Guilford County take advantage of GPA’s events and resources, there is always more room to spread awareness. In order to give an updated overview of how GPA helps parents help their children succeed, we interviewed several key figures involved in the success of the organization. This video features both administrators and parents, each providing their unique perspective into this nationally-recognized parent engagement program.

 

National Folk Festival

National Folk Festival

Social Media Case Study

 
National Folk Festival
Now here’s something you don’t get to do every day – build up a social media platform and community for a national event with a 75-year history from scratch. From scratch! That’s right, there was zero online social presence for a festival that had been around since the 1930s and regularly attracted over 100,000 attendees. The festival travels to different cities in the US for a tenure of three years, and when it came to Greensboro, NC in 2015, we got to help it put a stamp on the social media world that will last for many years into the future. Plus, we won an award for it!

The Challenge:

Question – what do you think of when you read the word “folk?” The majority of modern audiences think of the currently popular trend of acoustic instrument-heavy, singer/ songwriter music. That definition, traditionally, is incorrect. Folk is the heritage, deeply rooted in a culture and can be anything from tribal dancing and honkey tonk music to basket weaving and hip hop.

Despite its size, history, and all out dedication to the folk arts rooted in the U.S., the National Folk Festival is not well known in many regions of the country. Therefore the challenge was multi-faceted. The social media presence had to be created from the ground up, educate local and national audiences on what the National Folk Festival is, and re-define the very current and improperly defined word “folk.”

The Campaign:

The question had a very simple answer. The National Folk Festival is folk. The hashtag #WeAreFolk was largely unused in the social universe, and we adopted it as both a statement and a definition. It accompanied every nearly every post across Twitter, Facebook, and Instagram and helped break the ice of defining what the festival stood for. The campaign developed relationships with local organizations which helped branch out the reach of the newly created festival profile and spread word about the festival and all it stood for in a natural, organic way. Thus, a community was created that rallied behind the identity of the festival, making it feel like an integral part of the local landscape as much as it was part of the national.

The Results

1,400

Twitter
Followers

1,375

Instagram
Followers

11,573

Facebook
Followers

After the first two years of the festival, a great deal more people know how to answer “what is folk?” properly. In 2015 the festival saw 102,000 people walk through its gates and saw 138,000 people in 2016. In that time span the Twitter audience grew from zero to 1,400 followers, Instagram from zero to 1,375 followers, and the community on Facebook grew from zero to 11,573 followers. The National Folk Festival helped bring new life to a bourgeoning Greensboro, NC and the social media presence helped bring those efforts to national attention, putting a small city in central North Carolina on the map in a big way.

We are proud to have been recognized by PR Daily for the top prize in their 2016 Digital and Social Media awards in the category of Best Use of Digital and Social Media for Event Promotion. We beat out several well known national campaigns including the PGA and LPGA Tours to claim the award. The essence of what made the campaign successful was the large amount of younger audiences that dominated the audiences across each social channel, an age range rarely drawn by the festival previously. We are honored to have educated so many across the country on the heritage of this important event to our history.

The Results

After the first two years of the festival, a great deal more people know how to answer “what is folk?” properly. In 2015 the festival saw 102,000 people walk through its gates and saw 138,000 people in 2016. In that time span the Twitter audience grew from zero to 1,400 followers, Instagram from zero to 1,375 followers, and the community on Facebook grew from zero to 11,573 followers. The National Folk Festival helped bring new life to a bourgeoning Greensboro, NC and the social media presence helped bring those efforts to national attention, putting a small city in central North Carolina on the map in a big way.

We are proud to have been recognized by PR Daily for the top prize in their 2016 Digital and Social Media awards in the category of Best Use of Digital and Social Media for Event Promotion. We beat out several well known national campaigns including the PGA and LPGA Tours to claim the award. The essence of what made the campaign successful was the large amount of younger audiences that dominated the audiences across each social channel, an age range rarely drawn by the festival previously. We are honored to have educated so many across the country on the heritage of this important event to our history.

1,400

Twitter
Followers

11,573

Facebook
Followers

1,375

Instagram
Followers

Dan River State Crossings

Dan River State Crossings

Media Placement Case Study

 

Dan River State Crossings

The Dan River State Crossings is the result of an ongoing effort led by the Dan River Basin Implementation Team. This region, which comprises 8 counties and several municipalities, is tied together by the 214 miles of the Dan River.

 

The Challenge:

Our first challenge was to unite the region under one brand, one name. We started with the mantra: “A rising tide lifts all the boats.” Because the cities and towns throughout this region share much of the same natural beauty and tourist attractions, we needed to change the mindset from competition to collaboration.

We started by looking for what connects these places and draws people in—we always came back to the river. The “Dan River Basin” as a name is descriptive, but lacks the charisma of other branded regions such as The Crystal Coast. When we saw that the Dan River weaves in and out of the eight counties, crossing the state border eight times, we found our hook.

The Challenge:

Our first challenge was to unite the region under one brand, one name. We started with the mantra: “A rising tide lifts all the boats.” Because the cities and towns throughout this region share much of the same natural beauty and tourist attractions, we needed to change the mindset from competition to collaboration.

We started by looking for what connects these places and draws people in—we always came back to the river. The “Dan River Basin” as a name is descriptive, but lacks the charisma of other branded regions such as The Crystal Coast. When we saw that the Dan River weaves in and out of the eight counties, crossing the state border eight times, we found our hook.

The Campaign:

Now that we had a name, the Dan River ST8 Crossings, we needed to find the best way to tell the story. We developed a mood board capturing the feeling and atmosphere of the region that would inform the tone of the campaign both visually and verbally.

While developing the campaign, we found a number of words that conveyed the attractions of the area that could also connect back to the name: captiv8, fascin8, navig8, etc. Combined with beautiful photography and videography, these words keyed in on the highlights of visiting the Dan River ST8 Crossings.

 

The media department had their own challenge: the diverse geography and demographics within this region. As our audience ranged from younger, more tech-driven consumers to older residents who might not be as digitally-inclined, we needed a media plan that covered all bases. To start, we designed billboards with high-impact creative located on major highways in and out of the Dan River region.

The media department had their own challenge: the diverse geography and demographics within this region. As our audience ranged from younger, more tech-driven consumers to older residents who might not be as digitally-inclined, we needed a media plan that covered all bases. To start, we designed billboards with high-impact creative located on major highways in and out of the Dan River region.

Second, we constructed a robust TV advertising schedule. Because this region fits into 3 separate media markets, we had to consider whether to concentrate on cable versus broadcast placements.

Whereas broadcast had greater overall penetration, cable would allow us to fine-tune where our ads were shown, reaching our audience on shows that mattered (like outdoor-specific shows that resonated with the sportsmen living in the region).

We decided to use cable placements of :30 video spots showcasing the beauty and potential of the region, knowing that we’d reach the largest majority of our target 18-49-year-old demographic this way.

Second, we constructed a robust TV advertising schedule. Because this region fits into 3 separate media markets, we had to consider whether to concentrate on cable versus broadcast placements.

Whereas broadcast had greater overall penetration, cable would allow us to fine-tune where our ads were shown, reaching our audience on shows that mattered (like outdoor-specific shows that resonated with the sportsmen living in the region).

We decided to use cable placements of :30 video spots showcasing the beauty and potential of the region, knowing that we’d reach the largest majority of our target 18-49-year-old demographic this way.

Third, we programmed cutting-edge native video ads for targeted websites popular with our key demographics (who were, in general, heavy internet and mobile device users). Through geographic, demographic, behavioral and content/contextual targeting, our desktop and mobile banner and video ads would be served throughout the region in a precise fashion.

The Results

Even early on, our native desktop and mobile ad campaign saw high click-through rates of 4.69% and video completion rates of 24%, both of which are above native video benchmarks. Over time, the campaign generated significant traffic to the website and the region.

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