Cumberland County School Rebrand

Cumberland County School Rebrand

Creative Services Case Study

Cumberland County Schools (CCS)

As CCS prepared to launch its new 5-year strategic plan, their team decided to take the opportunity to rebrand themselves at the same time. The new brand would help underscore their vision and represent their core values, while also modernizing and updating their overall look and brand.

We began our efforts by examining the research CCS had already gathered from focus groups and surveys, plus with information from key stakeholders about CCS’s overall goals. We explored several options for their logo, with some being a true departure from their existing brand, while others were more of a simple refresh. CCS wanted to make sure their logo stayed “evergreen,” not tying it just to this 5-year plan and messaging but creating something that could last for years to come.

 

The result was a brand designed to represent their commitment to students and their core values of excellence, innovation, collaboration, equity, integrity and compassion. The icon is made up of several graphic elements including an open book with a stylized student wearing a graduation cap reaching for the stars. The icon conveys that graduation and success are attainable for all students of Cumberland County Schools. The branding focuses on the vision to engage its community and provide an exceptional environment with impactful teachers and staff committed to student success.

The result was a brand designed to represent their commitment to students and their core values of excellence, innovation, collaboration, equity, integrity and compassion. The icon is made up of several graphic elements including an open book with a stylized student wearing a graduation cap reaching for the stars. The icon conveys that graduation and success are attainable for all students of Cumberland County Schools. The branding focuses on the vision to engage its community and provide an exceptional environment with impactful teachers and staff committed to student success.

The logo is designed to easily lock up with the key messaging we developed or have that messaging swapped out for department names or other messaging in the future. We also developed brand guidelines to help people across the school system apply the brand consistently. We designed stationary, signage and other materials to get them started.
McDonald’s Hearts of Gold

McDonald’s Hearts of Gold

McDonald’s Hearts of Gold 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.

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853

nominations

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460

prize packages

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$20,000

in monetary rewards

Get Back UP Today Video Campaign

Get Back UP Today Video Campaign

Creative Services 2018 Video Project Case Study

Background

The Get Back UP Today movement, started right here in Greensboro in 2012, seeks to raise awareness for a common but rarely diagnosed condition called “Foot Drop.” This ailment, which most often accompanies larger health complications such as Multiple Sclerosis, stroke, Charcot Marie Tooth and spinal cord injuries, can present a severe impediment to mobility. Lead by marathon runner Beth Deloria and a group of a dozen or so athletes and everyday heroes also living with Foot Drop, TeamUP co-captains serve as the figureheads of this movement, showcasing just how much is possible when Foot Drop is treated with the life-changing braces made by Allard USA.

The Challenge:

The various members of TeamUP represent virtually every corner of the United States, from Philadelphia to Greensboro to Denver to Las Vegas and beyond. So when it came time to update the existing Get Back UP Today video library with a fresh take and look, we only had one option: the 2018 Rock ‘n’ Roll Marathon in Raleigh, NC, where Beth would be running her 100th Rock ‘n’ Roll race.

The plan was to invite as many TeamUP co-captains as could attend not only to discuss the team’s upcoming goals and race alongside their teammate, but also to film an entire new set of videos in the process. We would only have access to TeamUP for two full days, and with 13 different co-captains to interview and document, it was sure to be a busy weekend.

The Campaign

In an effort to reinforce the 2018 Get Back UP Today theme, “This is Foot Drop,” we wanted to learn firsthand from these inspiring people what life with Foot Drop was like. From their darkest moments to their proudest accomplishments, we wanted to showcase the wide range of experiences and emotions that TeamUP co-captains had experienced since developing the condition.

To that end, we conducted more than 15 hours of interviews with the TeamUP co-captains, in addition to following them around through the entire weekend, including during both race-time and down-time. We created a brief outline of the questions beforehand so each TeamUP co-captain could think about their answers, but the interviews themselves became much more conversational, going into new and unexpected places as the discussions unfolded.

 

The Campaign

In an effort to reinforce the 2018 Get Back UP Today theme, “This is Foot Drop,” we wanted to learn firsthand from these inspiring people what life with Foot Drop was like. From their darkest moments to their proudest accomplishments, we wanted to showcase the wide range of experiences and emotions that TeamUP co-captains had experienced since developing the condition.

To that end, we conducted more than 15 hours of interviews with the TeamUP co-captains, in addition to following them around throughout the entire weekend, including during both race-time and down-time. We created a brief outline of the questions beforehand so each TeamUP co-captain could think about their answers, but the interviews themselves became much more conversational, going into new and unexpected places as the discussions unfolded.

 

The Execution

With so much great footage, we were left with a fairly monumental task ahead of us. We knew that there were so many great moments that we couldn’t bear to part with. However, initial passes of our video edit clocked in at almost more than 10 minutes. In today’s digital world, we knew that we had to find a way to create a more digestible product.

So rather than sacrifice story and emotion, we made the decision to create one longer edit and then break that major footage into many different shorter pieces.

At first, we created 7 different vignettes that focused on various aspects of the main piece that felt thematically relevant to one another. From why the Allard AFO bracing system is so different than others to the proudest moments each TeamUP co-captain had experienced, we suddenly had a whole new series of 30-90 second spotlights to share.

Then, we created 13 individual vignettes focusing on each TeamUP co-captain, giving them a great opportunity to expound on their individual stories and triumphs.

So what started out as a singular 8-minute piece turned into more than 20 pieces of engaging, digestible content that could be shared across Get Back UP Today’s various social media channels.

Instagram Videos

The Results

By all the relevant metrics, this 2018 video series was a stellar success. Not only did we generate exciting levels of engagement and video views, we also saw a marked uptick in followers directly asking to learn more about the Allard AFO braces that underpin this entire movement.

118,000

Total video views

275,158

Total post impressions

5,542

Total post reactions
v

204

Total post comments

1,590

Total shares
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.

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