Ruff Housing

Ruff Housing

Creative Services Case Study

 

Background

With luxurious overnight lodging, Best-In-Show grooming and personalized daycare services, Ruff Housing’s locations across the Triad are the premier destination for any dog.

The Challenge:

As Ruff Housing began to plan for the upcoming renovations and expansion to their Witt Street location in Winston-Salem, they needed some significant changes to their existing website. Ruff Housing not only needed to update the look and feel of their digital hub, but also to add all the exciting new services and offerings they had added since their last refresh.

There is a lot of competition in the dog boarding industry and the Triad is no exception. Ruff Housing has built a loyal following over the years by delivering award-winning service to their clients (and their clients’ owners), and our challenge was to build a site that would communicate their quality/fun-loving brand. We had to both deliver the necessary services for their existing clients as well as demonstrate to potential clients that Ruff Housing was the best choice for their furry friend.

[Of course, the biggest challenge for us was trying to tear ourselves away from the adorable dog photos long enough to work on the rest of the site.]

The Challenge:

As Ruff Housing began to plan for the upcoming renovations and expansion to their Witt Street location in Winston-Salem, they need some significant changes to their existing website were in order. Ruff Housing needed only to update the look and feel of their digital hub, but also to add all the exciting new services and offerings they had added since their last refresh.

There is a lot of competition in the dog boarding industry and the Triad is no exception. Ruff Housing has built a loyal following over the years by delivering award-winning service to their clients (and their clients’ owners), and our challenge was to build a site that would communicate their quality/fun-loving brand. We had to both deliver the necessary services for their existing clients as well as demonstrate to potential clients that Ruff Housing was the best choice for their furry friend.

[Of course, the biggest challenge for us was trying to tear ourselves away from the adorable dog photos long enough to work on the rest of the site.]

The Campaign

Before the work of coding and designing began, we sat down and went through the existing site page by page. We needed to figure out exactly what worked and didn’t with the site’s navigation and layout. We knew their webcam link needed to be prominent on every page, as that is the number one thing that existing clients come to the site to use (the user portal a close second). As we organized the pages, we also ensured the content was fully optimized with keywords so each page would help the site rank better in organic search results.

Using their existing brand elements and some new, super adorable photos, we got to work designing the look of the site for mobile and desktop. We built the website on WordPress to make sure their team would be able to edit and adapt going forward.

 

Using their existing brand elements and some new, super adorable photos, we got to work designing the look of the site for mobile and desktop. We built the website on WordPress to make sure their team would be able to edit and adapt going forward.

 

Downtown Burlington

Downtown Burlington

Creative Services Case Study

 

Background

Burlington, North Carolina, is a small town with a big history. Known primarily for its contributions to the railroad and the textile industries, it’s where nylons were invented and the lunar landing flag was made. But behind every bit of the city’s history is its people: a strongly-rooted community that built its city together. When it came time to forge a new vision for the future for their downtown, the city’s most engaged stakeholders joined forces to build an engaging campaign that would boost investment, enterprise and resident pride.

The Challenge:

The relocation of LabCorp, one of the city’s largest tenants, created a large property vacancy in the downtown area. The Burlington Downtown Corporation (BDC) saw this as an opportunity to rebrand, refocus and expand. The area was under-populated and had few restaurants and shops and little nightlife. A plan to bring new life and energy to downtown was launched, with the goal of making it a thriving city center again.

BKI worked hand in hand with the BDC’s newly-formed Brand Committee to find the voice of the community straight from the mouths of its residents. Input from business owners and community leaders was vital to crafting a heartfelt, relatable message that told the story of Burlington’s past, present and future.

The Campaign – “Get In”

After much research, long conversations and exploration in the heart of downtown, a single call-to-action rang out: “Get In.” This simple, straight to the point message spoke to the urgency and energy of the new Downtown Burlington vision while remaining memorable and shareable. It’s a warm welcome to any future investors; a gentle reminder to current residents to get involved; a bold statement to outsiders that the area was moving forward full speed ahead.

Additionally, the “Get In” tagline was endlessly adaptable for local businesses. The call to action could be personalized no matter who needed it: “Get In The Blend,” “Get In to Zack” and “Get In The Boutique” were just a few of the first applications of the message.

 

The Campaign – “Get In”

After much research, long conversations and exploration in the heart of downtown, a single call-to-action rang out: “Get In.” This simple, straight to the point message spoke to the urgency and energy of the new Downtown Burlington vision while remaining memorable and shareable. It’s a warm welcome to any future investors; a gentle reminder to current residents to get involved; a bold statement to outsiders that the area was moving forward full speed ahead.

Additionally, the “Get In” tagline was endlessly adaptable for local businesses. The call to action could be personalized no matter who needed it: “Get In The Blend,” “Get In to Zack” and “Get In The Boutique” were just a few of the first applications of the message.

 

The Execution

The brand launch event was packed. Locals flocked downtown to discover the city’s new look and vision, and the energy was palpable. The early stages of the campaign have been an overwhelming success. Excitement is at a high and economic investment is beginning to increase.
In order to capitalize on all the momentum and excitement generated by the launch, we also shot and edited an overview video. Featuring local businesses, residents and events, it gave viewers personal look at all that was happening in downtown Burlington. It encouraged viewers to rethink their perceptions of the area, and highlighted the many new businesses — coffee shops, local breweries, antiques — that now dot the downtown streets.

The website not only serves as an introduction to someone wanting to visit the area, but also as a resource for someone wanting to live downtown. We designed a fully responsive site that includes listings of businesses, spaces to rent and available lots to build. It works as a destination resource and economic development tool.

 

 

 

The website not only serves as an introduction to someone wanting to visit the area, but also as a resource for someone wanting to live downtown. We designed a fully responsive site that includes listings of businesses, spaces to rent and available lots to build. It works as a destination resource and economic development tool.

Aerialite

Aerialite

Video Case Study

 

Aerialite

Here’s a case study where you might learn a neat factoid or two for your next dinner conversation. Aerialite makes fiberglass designed specifically for surfboards, stand up paddle boards and every other kind of water board you can think of. Surfboards start as foam blocks which are then shaped by board builders and glassed with performance fiberglass. When Aerialite was introduced, it created a market demand for high end fiberglass across the surfboard building industry. Fifteen years later, we were challenged with refreshing the original branding, and creating modern content that reflected the current climate of surf culture. Along with a refocused social media push, that meant we needed to make some videos!

The Challenge:

With previous Aerialite marketing focusing on flashy, iconic imagery of female surfing models having run its course, the challenge was to find a new image for the brand that felt more natural. It needed to connect to the already growing fan base in a personal way, as well as draw in new board builders and manufacturers. Surfing is a very defined culture. No matter where they are in the world, they’re a community. The new focus needed to speak their language and get in the mix of what was happening now. It had to get on the pulse.

The Campaign:

There’s is a strong sense of reverence within surf culture. Every part of the process from foam block to hitting the waves is respected and lauded. Pride and craftsmanship are deeply rooted in the board building industry, and we knew it was necessary to take a look at those roots. A behind the scenes look at the gritty board building process became the focus to move the Aerialite brand forward. A series of documentary style videos created a natural and exciting way to present Aerialite as a product that fit the board builder’s way of life and made their job easier. Interviews with shapers and glassers allowed them to showcase their work and way of life and organically highlighted the three key elements of Aerialite- Clarity, Strength, and Ease of Use.

The Results

2,654

New Followers
  • Facebook 78% 78%
  • Instagram 89% 89%
  • Twitter 50% 50%
The board builder’s process and life had never been properly illustrated on a large scale. Documenting them allowed Aerialite to speak the surfing language without it feeling forced or unnatural. This ignited the current fan base and generated new excitement across the world in targeted regions like Australia and Hawaii, where Aerialite was making waves (pun intended). The majority of the impact could be seen across social media, where surfers and shapers are most reachable. Language pulled straight from the interviews became new brand messaging, and when positioned with images from the video shoots it helped generate 2,654 new followers across Facebook, Instagram, and Twitter over a five month period.

Upon speaking with surfboard shapers and glassers at industry expos and showing them the new materials, each one gave full support to the vision and focus and expressed overwhelming excitement at the new look. They were grateful that Aerialite cared as much about their craftsmanship as they did. As Aerialite continues to innovate the market it helped create, the new video push will keep its focus current and essential to the international surfing industry.

Plus, we won an award for our work! Our video “Aerialite – Pride in Craftsmanship” won Best Interview Video at PR Daily’s 2016 Video Awards! Say what?

The Results
The board builder’s process and life had never been properly illustrated on a large scale. Documenting them allowed Aerialite to speak the surfing language without it feeling forced or unnatural. This ignited the current fan base and generated new excitement across the world in targeted regions like Australia and Hawaii, where Aerialite was making waves (pun intended). The majority of the impact could be seen across social media, where surfers and shapers are most reachable. Language pulled straight from the interviews became new brand messaging, and when positioned with images from the video shoots it helped generate 2,654 new followers across Facebook, Instagram, and Twitter over a five month period.

Upon speaking with surfboard shapers and glassers at industry expos and showing them the new materials, each one gave full support to the vision and focus and expressed overwhelming excitement at the new look. They were grateful that Aerialite cared as much about their craftsmanship as they did. As Aerialite continues to innovate the market it helped create, the new video push will keep its focus current and essential to the international surfing industry.

Plus, we won an award for our work! Our video “Aerialite – Pride in Craftsmanship” won Best Interview Video at PR Daily’s 2016 Video Awards! Say what?

2,654

New Followers
  • Facebook 78% 78%
  • Instagram 89% 89%
  • Twitter 50% 50%

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