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.

 

Greensboro-High Point

Greensboro-High Point

Creative Services Case Study

 

Background:

This alliance is a collaborative effort between two neighboring cities with the goal of stimulating growth throughout the region. The two cities work in concert with equal voice to manage projects, share leads, conduct research and lead Greensboro-High Point into the future.

The Challenge:

With an advantageous East Coast geography, 650 miles from half of the U.S. population, a rich heritage of manufacturing and an expanding population, the Greensboro-High Point region is a perfect place for industry. Being part of the downtown Greensboro community and having local clients, we already understood much of how the region attracts new economic growth. There was a great story to tell, we just needed to tell it in a way that stood out among other Southeastern areas. We churned though mountains of research and data to pinpoint key differentiators and bring those facts to life with infographics and vivid snapshots into our community.

 

The Challenge:

With an advantageous East Coast geography, 650 miles from half of the U.S. population, a rich heritage of manufacturing and an expanding population, the Greensboro-High Point region is a perfect place for industry. Being part of the downtown Greensboro community and having local clients, we already understood much of how the region attracts new economic growth. There was a great story to tell, we just needed to tell it in a way that stood out among other Southeastern areas. We churned though mountains of research and data to pinpoint key differentiators and bring those facts to life with infographics and vivid snapshots into our community.

 

The Campaign:

Through a collaborative process with Greensboro-High Point stakeholders, we developed new branding along with a tagline (You Can Make It Here) that emphasized connection and a spirit of empowerment. It also spoke to the storied history of manufacturing and innovation in the area, tying its past, present and future into one cohesive sentiment. We then created an overarching brand story, voice and an energetic graphic library to elevate the brand image.

 

The Campaign:

Through a collaborative process with Greensboro-High Point stakeholders, we developed new branding along with a tagline (You Can Make It Here) that emphasized connection and a spirit of empowerment. It also spoke to the storied history of manufacturing and innovation in the area, tying its past, present and future into one cohesive sentiment. We then created an overarching brand story, voice and an energetic graphic library to elevate the brand image.

 

The Execution:

With potential bids to Amazon and other industrial powerhouses on the horizon, we needed to quickly create a new website, presentation materials, various collateral and a hybrid digital/print campaign to put our best foot forward. The Greensboro-High Point brand is now poised to attract new economic development and has a variety of graphic presentations and marketing collateral to tell their story.

L3 Mobile Vision

L3 Mobile Vision

Creative Services Case Study

 

Background:

L3 creates rugged and reliable equipment and software for first responders and law enforcement agencies. Their technology allows for safe, secure and effective capture, management and communication of critical information. Their body worn cameras and in-car dash camera technology have made it possible for police forces to operate more securely and safely.

 

The Challenge:

Law enforcement agencies today face extraordinary public scrutiny and cultural challenges, in addition to the everyday challenges that come with the job. Body-worn and car camera technologies continue to be an integral piece in keeping communities safe and secure. Not only can they help document any scenario with an unbiased perspective, they also make it easier for agencies to share evidence and footage with members of the public.

L3 developed 2 new products that needed a proper launch campaign to generate awareness of their latest offerings. Bouvier Kelly created a campaign that spanned both digital and traditional medias and amplified L3’s trade show presence to feature the new BWX-100 body worn camera and LE Connect Software.

 

The Challenge:

Law enforcement agencies today face extraordinary public scrutiny and cultural challenges, in addition to the everyday challenges that come with the job. Body-worn and car camera technologies continue to be an integral piece in keeping communities safe and secure. Not only can they help document any scenario with an unbiased perspective, they also make it easier for agencies to share evidence and footage with members of the public.

L3 developed 2 new products that needed a proper launch campaign to generate awareness of their latest offerings. Bouvier Kelly created a campaign that spanned both digital and traditional medias and amplified L3’s trade show presence to feature the new BWX-100 body worn camera and LE Connect Software.

 

The Campaign:

L3 prides itself on continual innovation and the ability to integrate with other systems. We began focusing on the features of the BWX-100 body worn camera and LE Connect Software and looked for ways to express L3’s commitment to first responders and officers. We needed to create vivid and confident messaging that reflected the qualities of the mobile-vision equipment.

After much brainstorming, we landed on statements like “Fuzzy details Be Damned” (referencing the camera’s 1080p HD capability) and “Captures 43,200 Moments of Clarity” (12 hour recording on a single charge). This tonality allowed L3 to connect with their audience in a way that emphasized their understanding and dedication to the law enforcement industry. The executions were dramatic product-centric visuals that showed the rugged quality and construction of the BWX-100 as well as the technical features available with the LE Connect Software.

 

The Campaign:

L3 prides itself on continual innovation and the ability to integrate with other systems. We began focusing on the features of the BWX-100 body worn camera and LE Connect Software and looked for ways to express L3’s commitment to first responders and officers. We needed to create vivid and confident messaging that reflected the qualities of the mobile-vision equipment.

After much brainstorming, we landed on statements like “Fuzzy details Be Damned” (referencing the camera’s 1080p HD capability) and “Captures 43,200 Moments of Clarity” (12 hour recording on a single charge). This tonality allowed L3 to connect with their audience in a way that emphasized their understanding and dedication to the law enforcement industry. The executions were dramatic product-centric visuals that showed the rugged quality and construction of the BWX-100 as well as the technical features available with the LE Connect Software.

 

The Execution:

After the messaging and look was defined, we were ready to blitz the market and make L3’s presence known. Combining a digital stagey with key print support and an immersive tradeshow experience, the BWX-100 and L3 Connect software were poised for a successful launch. Utilizing a sequence of e-mail campaigns, we were able to build anticipation and drive traffic to L3 trade show booths to create sales leads with new agencies as well within as their existing customer database.

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