GlenGuard Frontlines

GlenGuard Frontlines

Video Production Case Study

The Challenge:

Those in the workwear industry know that GlenGuard manufactures some of the highest quality and most comfortable, compliant flame-resistant fabrics on the market, but very few people are aware of the research and scientific innovation that goes into every fiber of GlenGuard. After noticing an absence of informational content among their competitors, GlenGuard approached Bouvier Kelly with the idea of branching out into new content that would establish themselves as thought leaders in the industry. Our team jumped at the chance to tackle this unique project. 

The Strategy

When you work with a client as groundbreaking as GlenGuard, finding thought leadership content is not very difficult. The enormous amount of research and testing that goes into creating GlenGuard provided us with an abundance of content concepts, but we had to answer a number of different questions before creating and disseminating it:

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Who is the
target audience
for this series?

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What medium
will the content
be conveyed through?

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How will
we brand
this content?

Establishing the target audience for this campaign was instrumental in deciding on some of the other details. Given the educational nature of this campaign, GlenGuard needed to address two groups simultaneously: consumers who want to learn more about their product, and other players in the technical fabrics industry who are genuinely interested in the research component.

Once the target audience was nailed down, our team had to decide what medium we would utilize to distribute this information. Video content has been dominating the digital landscape for years, with online videos making up more than 82% of all consumer internet traffic, so it was only logical to create a video series for GlenGuard. Considering the visual nature of some of the content we were planning to promote, our team also felt video was the best medium to capture this information accurately.

The last step in the process was branding this series and communicating those creative elements throughout the entire campaign. Our team brainstormed a number of different names for the video series, most of which incorporated the acronym for flame-resistant, FR. After workshopping these potential names, we landed on “GlenGuard FRontlines,” which was intended to speak to their target consumers, who are on the frontlines of the workforce— oftentimes in dangerous conditions.  We tested multiple different ways to convey this graphically, as you can see in our graphic designer’s sketches. This led us to the finished product, also displayed here. 

The Results:

Our team took the creative assets we built and churned out 16 thought leadership videos over the course of a year, with topics ranging from defeating heat stress in the workplace to the dyeing processes for AR and FR fabrics. In addition to generating close to 280,000 total views on YouTube to date, resulting in an increase in GlenGuard brand awareness, the FRontlines video series effectively established GlenGuard as an industry pioneer in thought leadership content.

Greensboro Science Center 2021 Winter Wonderlights

Greensboro Science Center 2021 Winter Wonderlights

Media Planning Case Study

The Challenge:

Since opening their doors 65 years ago, Greensboro Science Center has become a magnet for visitors to Greensboro, attracting families from all over the state to the area. Although most know of them because of their variety of wildlife and seemingly innumerable activities, one of their most popular events is a seasonal light show—Winter Wonderlights. In 2021, Winter Wonderlights expanded to immerse Revolution Ridge, the GSC’s 11-acre zoo expansion, making this the largest event to date, and as such, the GSC team wanted to build upon the awareness and excitement generated both in the Triad and throughout North Carolina during 2020.

The Strategy:

Our approach to broadening statewide awareness of Winter Wonderlights was two-fold. First, we expanded geotargeting efforts to include major metros in the state, including Raleigh/Durham and Charlotte. Also, considering the exponential increase in digital media consumption during the pandemic, we increased digital spend and tactics to reach the target where they are—regardless of device or platform.

In the Triad, we implemented a multi-touchpoint and platform campaign, encompassing traditional media and the mass reach of broadcast and cable television, local radio, magazine, and out-of-home. We coupled these campaigns with digital tactics, including social media, streaming audio, connected television, eNews, and banner ads.

Major Takeaways

Web traffic increases from previous two months:

92k users (+155.56%)

146k sessions (+183.5%)

$5k revenue (+233.33%)

300k pageviews (+120.59%)

Final Impression Numbers For Each Medium

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TV/Video:

8,494,284

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Audio:

15,376,809

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Digital Display:

4,568,780

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Print:

696,000

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Truck/Out of Home:

9,171,210
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Total:

38,307,083

TFF Architects Website

TFF Architects Website

Web Design Case Study

The Challenge:

In 2022, TFF Architects celebrated their 25th year in business. To commemorate this momentous milestone, their team felt it was time to evaluate their digital presence and identify areas they could improve for the future. They enlisted Bouvier Kelly to revamp their website, which hadn’t been updated in over 10 years.

The Strategy:

Given the visual nature of TFF Architects’ work, our team set out to create a new website that showcases their stunning architectural projects. After receiving imagery from their multitude of clients, we separated the site into different buckets based on the industries TFF Architects concentrate on and the services they offer. We also assisted in updating their case studies and “About Us” section with contemporary information, which laid the foundation for the new website to be relevant for years to come.

The Results

The final iteration of the website provides a comprehensive overview of TFF Architects’ work, staff, and organizational values. Our team didn’t stop there either. We wanted to effectively communicate to their current, past, and prospective clients that the new website had been launched, so we developed and distributed an email marketing campaign inviting their database to view the new site.
Triad Business Bank Brand Audit

Triad Business Bank Brand Audit

Brand Audit Case Study

Challenge:
Branding a Brand-New Organization

Developing a brand for an established organization that’s been around for years is a straightforward process. But how do you define a brand for a client who is in the early stages of their corporate history? That’s what Triad Business Bank asked us. Here’s how we did it:

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Strategy

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Establish Goals

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Who are we and what do we stand for?

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Who are we for (and not for)?

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What are we trying to accomplish?

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Research & Analysis

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Interviews

In order to get a comprehensive understanding of Triad Business Bank, we conducted qualitative research in the form of 19 interviews with key stakeholders. To gain the internal perspective of their brand, we interviewed 13 TBB employees at multiple levels within the organization. On the opposite end of the spectrum, we spoke with people outside of the bank to see the brand through an external lens, including current clients as well as one lost customer.

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Competitive Analysis

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We also evaluated TBB’s main competitors in hopes of learning what differentiates them from the other banks in the area.

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Develop Brand Story & Visual Expression

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Based on the data gathered during the initial stages of the Triad Business Bank brand development project, we determined the strengths, weaknesses, opportunities, and threats for their organization. This SWOT analysis guided us as we approached the creative side of this project.

SWOT ANALYSIS

The Results

Extend new brand to materials

Success for a branding initiative of this nature can be measured by the alignment of the creative materials developed with the organizational mission and culture. The data cultivated form our research emphasizes that Triad Business Bank is a community-focused organization that is trustworthy, approachable, and responsive. Taking this into consideration, we created visual elements and a website that reflected their values.

Davie County Health and Human Services

Davie County Health and Human Services

Creative Services Case Study

Overview

Millions of people across the US are affected directly or indirectly by the opioid crisis. We were honored to have the opportunity to work with Davie County to help stem the tragedy in our own region.

We worked with their team to create messaging that would clearly communicate the steps to recognize and respond to an opioid overdose. We also tested the language to ensure it was at a reading level that would be accessible to the entire population. Next, we developed simple illustrations to represent each step using the County’s brand colors.

Millions of people across the US are affected directly or indirectly by the opioid crisis. We were honored to have the opportunity to work with Davie County to help stem the tragedy in our own region.

We worked with their team to create messaging that would clearly communicate the steps to recognize and respond to an opioid overdose. We also tested the language to ensure it was at a reading level that would be accessible to the entire population. Next, we developed simple illustrations to represent each step using the County’s brand colors.

We also developed a video in the same style and added animated text and a voiceover to walk through the overall impact of the opioid epidemic and what can be done to help someone experiencing an overdose. All of these materials were also translated into Spanish and put into use across the county.

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