McDonald’s Hearts of Gold

McDonald’s Hearts of Gold

PR Case Study

 

Background

It’s no secret that McDonald’s is one of the most recognizable brands in the world. And with nearly two million employees worldwide, they’re one of the largest employers in the world, too. So when local restaurant owners came to us looking to develop find a unique way to recognize the people who make their brand so great, we jumped at the opportunity to help.

The Challenge:

Like any good employer, McDonald’s knows that their brand’s best ambassadors are their employees. They also know that one of the most effective ways to recruit and retain stellar personnel is to show them that they are valued and appreciated. Because there are close to 100 McDonald’s restaurants in the Triad area, we knew there were sure to be plenty of special individuals whose contributions deserved to be acknowledged — and we wanted to know about all of them.

The Challenge:

Like any good employer, McDonald’s knows that their brand’s best ambassadors are their employees. They also know that one of the most effective ways to recruit and retain stellar personnel is to show them that they are valued and appreciated. Because there are close to 100 McDonald’s restaurants in the Triad area, we knew there were sure to be plenty of special individuals whose contributions deserved to be acknowledged — and we wanted to know about all of them.

The Campaign:

Our conversations with both upper-level management and employees about what they were looking for in a rewards program led us to develop “Hearts of Gold: A Campaign for Kindness.” The goal of the campaign was simple: to recognize and reward employees for their dedication to the McDonald’s brand and encourage them to continue going above and beyond for their customers and one another. We made a point to design a campaign that would allow us to recognize multiple individuals each month while still maintaining an air of exclusivity that would instill a sense of pride in the winners.

The Execution:

Our execution was two-fold: we not only had to get the new program up and running, but we also had to make sure management and employees alike were aware of its existence and wanted to participate in it, either by nominating someone or by working hard to ensure they had a chance at being nominated.

To raise awareness for Hearts of Gold, we created posters that explained the program and placed them in the break rooms at each restaurant. We also designed attention-grabbing mobiles with additional campaign messaging to hang in break rooms. We even took to social media and shared information about the program on the Triad McDonald’s Twitter account.

The Execution:

Our execution was two-fold: we not only had to get the new program up and running, but we also had to make sure management and employees alike were aware of its existence and wanted to participate in it, either by nominating someone or by working hard to ensure they had a chance at being nominated.

To raise awareness for Hearts of Gold, we created posters that explained the program and placed them in the break rooms at each restaurant. We also designed attention-grabbing mobiles with additional campaign messaging to hang in break rooms. We even took to social media and shared information about the program on the Triad McDonald’s Twitter account.

Our execution was two-fold: we not only had to get the new program up and running, but we also had to make sure management and employees alike were aware of its existence and wanted to participate in it, either by nominating someone or by working hard to ensure they had a chance at being nominated.

To raise awareness for Hearts of Gold, we created posters that explained the program and placed them in the break rooms at each restaurant. We also designed attention-grabbing mobiles with additional campaign messaging to hang in break rooms. We even took to social media and shared information about the program on the Triad McDonald’s Twitter account.

Our execution was two-fold: we not only had to get the new program up and running, but we also had to make sure management and employees alike were aware of its existence and wanted to participate in it, either by nominating someone or by working hard to ensure they had a chance at being nominated.

To raise awareness for Hearts of Gold, we created posters that explained the program and placed them in the break rooms at each restaurant. We also designed attention-grabbing mobiles with additional campaign messaging to hang in break rooms. We even took to social media and shared information about the program on the Triad McDonald’s Twitter account.

The Results:

Over the course of 23 months, we received a total of 853 nominations from our Triad-area restaurants and we were able to distribute 460 prize packages, totaling more than $20,000 in monetary rewards.

And, because this is a public relations campaign after all, we were even able to help McDonald’s gain some positive local recognition through this program. When we received a nomination about an employee who called and paid for a cab for a female customer with two children who had no transportation, we knew their act of kindness deserved more than a prize package. WFMY News 2 did too. After hearing this story, the local television station enlisted our help to set up an interview with the employee to share their good deed with our community.

But the results we’re most proud of aren’t the tangible ones. It is impossible to recall how many times throughout the campaign we heard from winners and their nominators alike about their admiration of the program, or the gratitude and pride they felt for being recognized for their hard work. We are proud to have helped shine a light on some of McDonald’s hardest working team members — one Heart of Gold at a time.

agsdi-hand-heart

853

nominations

agsdi-gift-heart

460

prize packages

agsdi-money-bag

$20,000

in monetary rewards

Veeder-Root: Corrosion Campaign

Veeder-Root: Corrosion Campaign

Creative Services Case Study

 

Background:

Fun fact: What most people call “gas pumps” are actually just dispensers — they’re not pumping anything, per se. The pump itself, rather, is housed underground at modern fuel sites. Veeder-Root manufactures computing devices and underground equipment for fueling sites, working with their customers to improve their products and processes by providing critical information when it’s needed most.

The Challenge:

Sump tanks are subject to a number of harsh factors that can lead to corrosion. This corrosion not only affects the useful life of the in-sump equipment, but also the ability of contractors to service the equipment. Veeder-Root has developed several options to help their customers prevent corrosion, but they first needed to educate the audience on how corrosion occurs before they can determine the right solution for them.

 

The Challenge:

Sump tanks are subject to a number of harsh factors that can lead to corrosion. This corrosion not only affects the useful life of the in-sump equipment, but also the ability of contractors to service the equipment. Veeder-Root has developed several options to help their customers prevent corrosion, but they first needed to educate the audience on how corrosion occurs before they can determine the right solution for them.

 

The Strategy:

Veeder-Root provided us with all of the background on corrosion and the three main factors that cause it. They also gave us the skinny on their solutions and which factors they fight against. The first decision made was to develop a 3D model of a sump tank and in-sump equipment. This model could then be shown with or without corrosion and with different products. Then we worked on copy, creating headlines like “Combat Corrosion” that would help convey the seriousness of the issue as well as the solutions being offered.

The Strategy:

Veeder-Root provided us with all of the background on corrosion and the three main factors that cause it. They also gave us the skinny on their solutions and which factors they fight against. The first decision made was to develop a 3D model of a sump tank and in-sump equipment. This model could then be shown with or without corrosion and with different products. Then we worked on copy, creating headlines like “Combat Corrosion” that would help convey the seriousness of the issue as well as the solutions being offered.

The Strategy:

The primary focus of the campaign was a custom landing page that would lead the customer through the journey from problem, to possible solutions, to the solution right for them. This landing page links to other product pages and assets that give more background and information on the products being offered as well as an e-book with more in-depth info on corrosion.

CRH: The Madison

CRH: The Madison

Creative Services Case Study

 

Background:

Core Realty Holdings is a full-service real estate investment and advisory company based in Newport Beach, CA. They are a national brand, with properties in 5 states, including 4 properties in the Greensboro area of North Carolina.

We were approached by CRH to assist them in both a brand audit and creative refresh of one particular property, The New Madison at Adams Farm. We began by taking a deep look into their existing brand standing, including the advantages and challenges they had, before we engaged our Creative team to help with any aesthetic updates.

The Challenge:

Our first task was to understand where The New Madison sat in the crowded landscape of Greensboro’s apartment rental scene. Without getting a feel for both how current tenants viewed the property as well as how its competitors were positioning themselves, we’d be unequipped to make meaningful creative recommendations.

As such, we engaged in an extensive research project, speaking with current residents, management and staff, as well as tenants who had recently left the property. We also conducted “secret shopper” interviews at 3 other competitor properties to gain a sense of what their positioning was and how they stacked up to our client.

Through that research, we found that The Madison was indeed in need of a digital refresher, as the new amenities and upgrades to the property were not adequately conveyed on their website or social media platforms. We also learned just how important customer service plays a role in the success of a property/tenant relationship, and realized how helping the team revamp their social media presence would play a role in that process.

We also spent that time figuring out how to talk about The Madison in a way that was both engaging, enticing and true to the spirit of the property. Words like “secluded,” “peaceful” and “green” came up a lot in our conversations, so those kinds of feelings and descriptions formed the basis of our recommended messaging.

 

The Challenge:

Our first task was to understand where The New Madison sat in the crowded landscape of Greensboro’s apartment rental scene. Without getting a feel for both how current tenants viewed the property as well as how its competitors were positioning themselves, we’d be unequipped to make meaningful creative recommendations.

As such, we engaged in an extensive research project, speaking with current residents, management and staff, as well as tenants who had recently left the property. We also conducted “secret shopper” interviews at 3 other competitor properties to gain a sense of what their positioning was and how they stacked up to our client.

Through that research, we found that The Madison was indeed in need of a digital refresher, as the new amenities and upgrades to the property were not adequately conveyed on their website or social media platforms. We also learned just how important customer service plays a role in the success of a property/tenant relationship, and realized how helping the team revamp their social media presence would play a role in that process. 

We also spent that time figuring out how to talk about The Madison in a way that was both engaging, enticing and true to the spirit of the property. Words like “secluded,” “peaceful” and “green” came up a lot in our conversations, so those kinds of feelings and descriptions formed the basis of our recommended messaging.

 

The Execution:

Once we finished our brand audit and presented the results to our client, we began to work together to establish what items should be handled in what order. The first item on the agenda, clearly, would be to redevelop their digital presence — particularly in light of all the new and forthcoming amenities and upgrades we learned about during our brand audit.

This meant investing heavily in great visuals for The New Madison. We assembled a group of local talent and spent several days photographing and shooting high-quality video assets that would help tell the story of what life at the property was like. Once we completed those shoots, we began the work of figuring out what their new website would look like.

Any brand with a digital presence knows how important it is to keep their look and feel updated periodically. However, those brands also understand just how time-consuming and expensive that process can be. By taking advantage of a website and marketing platform built specifically for use in the real estate industry, The New Madison’s website could be easily managed without the burden of a full-scale developer.

However, while that management platform makes it easy to perform updates, it also makes it easy for sites to become generic or similar in look and feel. This is where our Creative team came in and found a way to work within the confines of the platform, choosing an updated, modern template that put our new photo and video assets front-and-center.

Whereas the older website conveyed all the necessary information, it did not convey the story we wanted to tell. The new website would utilize the messaging developed during the brand audit to convey what life for potential tenants would be like and distinguish it from local competitors.

We also applied the same messaging and creative assets to The New Madison’s Facebook and Instagram channels, making sure that any online research of the property would ensure the same experience no matter where the property was discovered.

The result is a much more modern, inviting look into the property. The green and earth tones of the property are emphasized in the design, and the use of people in the photos—versus just architectural photos—help prospective tenants visualize themselves in the property.

Gilbarco | Veeder-Root RFTC 2018

Gilbarco | Veeder-Root RFTC 2018

Creative Services Case Study

 

Background:

Whether it’s outside, inside, underground or in the cloud, Gilbarco Veeder-Root and their sister companies Veeder-Root and Insite360, have the solution for fueling sites. Since 1865, Gilbarco has manufactured the world’s leading fueling and convenience store equipment and technology.

The Challenge:

Gilbarco had been hosting their Retail Technology Conference successfully for many years while Veeder-Root and Insite360 had been hosting their own Fuel Technology Conference separately. When they decided to combine the events into the Retail and Fuel Technology Conference (RFTC), they wanted to use the opportunity to elevate the entire experience for their customers.

 

The Challenge:

Gilbarco had been hosting their Retail Technology Conference successfully for many years while Veeder-Root and Insite360 had been hosting their own Fuel Technology Conference separately. When they decided to combine the events into the Retail and Fuel Technology Conference (RFTC), they wanted to use the opportunity to elevate the entire experience for their customers.

 

The Strategy:

The first step was to look at what had been successful for both conferences in the past, what was needed to make this year’s conference successful, and to explore the space it was in to see what was possible. We scouted out the location in Myrtle Beach, SC with their team and their exhibit house, brainstorming ideas on how we could best use the space.

We then worked to develop a conference theme not only to add a focus to the knowledge and experience being offered at RFTC, but to unify the two conferences around a common goal.

The Strategy:

The first step was to look at what had been successful for both conferences in the past, what was needed to make this year’s conference successful, and to explore the space it was in to see what was possible. We scouted out the location in Myrtle Beach, SC with their team and their exhibit house, brainstorming ideas on how we could best use the space.

We then worked to develop a conference theme not only to add a focus to the knowledge and experience being offered at RFTC, but to unify the two conferences around a common goal.

The Execution:

The theme was “Accelerate Your Business”. Whether your business is fleet or retail fuel, there is relevant technology and information there to help you propel your business forward into the future. Technology is moving fast but Gilbarco Veeder-Root and Insite360 help your business stay ahead of the curve.

We produced conference graphics as well as booth graphics for Gilbarco and Insite360 that were designed to feel on-track with this theme of technology and innovation. In addition, we had video agendas unique to each day playing throughout the conference space to let everyone know what speakers, special events, and information sessions were going on. RFTC’s sponsors were given considerable prominence across both static and digital signage to cement the relationship/investment they had made.

We created a conference “sizzle” opening video to get people excited and engaged as the conference speakers opened the day each morning. The keynote speakers each got their own intro video as well.

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.

 

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