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
Greensboro Science Center

Greensboro Science Center

 

Media Planning Case Study

Founded in 1957, the Greensboro Science Center (GSC) has created and maintained their reputation as an innovator. They use technology to bring a new joy and interest to museums by bringing together a science museum, zoological park and an aquarium—all at one central location. In addition to their not-so-traditional take on science-based exhibits, they’ve added other attractions like SKYWILD and the OmniSphere Theater.  Learn more about the challenges they presented to Bouvier Kelly and how we helped solve them.

The Challenge:

Throughout their 60+ years of existence, GSC has continued to grow their attendance to impressive levels. But as with any successful enterprise, it’s imperative to never rest on your laurels: there is always room to grow and share the wonders that GSC offers. Their team came to us to help devise a way to continue building their visitor numbers with both new visitors and previous guests. There is always more to see and experience at GSC, and our task was to demonstrate those offerings all while making the most of their budget. Maximizing their reach within their media budget was, and continues to be, a top priority.

The Strategy:

First and foremost, we dove into GSC’s existing strategy and found that they were already on the right track. Our job would be to add bandwidth, strategic thinking and refine their existing strategies to make them even more successful. To do this, we analyzed their visitor data from the previous three years, examining geography and other patterns. We reallocated budget by geography to maximize reach in areas with the largest opportunity for quick growth at first, slowly building growth from other target areas afterwards. Then we focused on rebalancing their media mix to ensure they had a wide range of placement types. Any existing advertising outlets that remained were evaluated to ensure the placement was as high impact and visual as possible.

The Strategy:

First and foremost, we dove into GSC’s existing strategy and found that they were already on the right track. Our job would be to add bandwidth, strategic thinking and refine their existing strategies to make them even more successful. To do this, we analyzed their visitor data from the previous three years, examining geography and other patterns. We reallocated budget by geography to maximize reach in areas with the largest opportunity for quick growth at first, slowly building growth from other target areas afterwards. Then we focused on rebalancing their media mix to ensure they had a wide range of placement types. Any existing advertising outlets that remained were evaluated to ensure the placement was as high impact and visual as possible.
Next, we wanted to learn more about the cycle of visits the center experienced in the course of the year. In order to best allocate their budget, we needed to know which months typically yielded higher volumes of traffic. This was to strategically use those funds to create an even larger push during these high traffic months, as well as prioritize times when they had a big announcement, exhibit opening or event. Finally, we implemented greater usage of Facebook advertising. We began delivering a series of targeted campaigns to different audiences with specific CTAs throughout the year. These campaigns were aimed at increasing traffic to specific events and exhibits, while also raising awareness and driving more visits to their website.
Next, we wanted to learn more about the cycle of visits the center experienced in the course of the year. In order to best allocate their budget, we needed to know which months typically yielded higher volumes of traffic. This was to strategically use those funds to create an even larger push during these high traffic months, as well as prioritize times when they had a big announcement, exhibit opening or event. Finally, we implemented greater usage of Facebook advertising. We began delivering a series of targeted campaigns to different audiences with specific CTAs throughout the year. These campaigns were aimed at increasing traffic to specific events and exhibits, while also raising awareness and driving more visits to their website.
The Results
Overall, refining GSC’s strategy and reallocating their budget was successful, and the use of Facebook advertising helped the GSC reach a 7% increase in visitors for the year. Listed below are the total number of ad impressions each tactic produced:

439,600

Print

2,211,627

Digital

7,015,466

Radio

3,789,081

TV

25,081,703

Out of Home

388,537,537

Total
Guilford Parent Academy

Guilford Parent Academy

Creative Services Case Study

Guilford Parent Academy (GPA)

Guilford Parent Academy (GPA) is a department within Guilford County Schools that provides cutting-edge training and resources for parents and their children. Using both in-person workshops and seminars along with a toolkit of digital tutorials and resources, GPA covers subjects from preparing for college, dealing with bullying and fostering parental involvement in education. Since 2014, Bouvier Kelly has assisted GPA in accomplishing its goal of “helping parents help children succeed.” 

Social Media:

Using GPA’s Facebook page as their social media hub (audience-wise, we have found Facebook encompasses more parents than Twitter does), we have helped increase attendance for in-person events and drive more engagement with their digital resources.

Using a combination of organic original and curated content with a targeted advertising campaign, Bouvier Kelly has played an integral role in keeping GPA top-of-mind for parents across Guilford County.

With a modest monthly advertising budget for the 2016-17 school year, we kept the page’s total engagement at an average of 2.91%, well above industry benchmarks of .5%-1%. Similarly, we grew their Facebook audience by 35% in the course of the year.

Email Newsletters:

Starting in 2016, Bouvier Kelly also took over the management of GPA’s nearly 10,000 contact-strong email newsletter program. We redesigned their existing template to create a cleaner and easier-to-read format that was also responsive for mobile viewers.

Since our redesign, primary metrics have increased by encouraging margins. Open Rates have gone from around 8%-10% to an average of 18%-20%. Click Through Rates have also increased from an average of 4%-6% to more than 10% each month.

Email News Letters:

Starting in 2016, Bouvier Kelly also took over the management of GPA’s nearly 10,000 contact-strong email newsletter program. We redesigned their existing template to create a cleaner and easier-to-read format that was also responsive for mobile viewers.

Since our redesign, primary metrics have increased by encouraging margins. Open Rates have gone from around 8%-10% to an average of 18%-20%. Click Through Rates have also increased from an average of 4%-6% to more than 10% each month.

Parent Resources Redesign:

One of the most innovative programs that GPA offers is its Parent Resources portal. Here, parents and students can receive live, 24/7 online tutoring help from professional tutors; get help with the GED studies; engage with interactive core subject tutorials; and even receive job interview and resume training.

However, the way this information is presented on their website prevents many parents from accessing the tools—or even understanding what was available to them. Our first instinct was to push for a brand-new GPA website, but since it was necessary to stay within the Guilford County Schools digital ecosystem, we had to find another way.

So, Bouvier Kelly offered a new redesign of the main landing page for this portal, helping to convey what was available with a tighter visual design. This redesign relies on minimal copy and succinct headlines instead of long explanatory copy.

GPA has plans to implement this new design for the 2017-28 school year, and we look forward to seeing the increased clicks and account sign-ups we anticipate it will bring.

 

 

End of Year Report:

Each year, GPA compiles a comprehensive report of their successes and accomplishments during the previous school year. This report, which is shared with local school leaders, parents and stakeholders alike, contains a copious amount of data and information. And while previous reports were effective in their presentation of this information, the leaders at GPA wanted to take a more visual approach for the 2016-17 report.

We brought bright colors, powerful pull quotes from people affected by GPA’s programs and impactful images to drive home GPA’s successes. This report emphasizes both the progress GPA made in terms of attendance and participation as well as what lies in store for the organization.

End of Year Report:

Each year, GPA compiles a comprehensive report of their successes and accomplishments during the previous school year. This report, which is shared with local school leaders, parents and stakeholders alike, contains a copious amount of data and information. And while previous reports were effective in their presentation of this information, the leaders at GPA wanted to take a more visual approach for the 2016-17 report.

We brought bright colors, powerful pull quotes from people affected by GPA’s programs and impactful images to drive home GPA’s successes. This report emphasizes both the progress GPA made in terms of attendance and participation as well as what lies in store for the organization.

GPA Overview Video:

While many families across Guilford County take advantage of GPA’s events and resources, there is always more room to spread awareness. In order to give an updated overview of how GPA helps parents help their children succeed, we interviewed several key figures involved in the success of the organization. This video features both administrators and parents, each providing their unique perspective into this nationally-recognized parent engagement program.

 

National Folk Festival

National Folk Festival

Social Media Case Study

National Folk Festival
Now here’s something you don’t get to do every day – build up a social media platform and community for a national event with a 75-year history from scratch. From scratch! That’s right, there was zero online social presence for a festival that had been around since the 1930s and regularly attracted over 100,000 attendees. The festival travels to different cities in the US for a tenure of three years, and when it came to Greensboro, NC in 2015, we got to help it put a stamp on the social media world that will last for many years into the future. Plus, we won an award for it!

The Challenge:

Question – what do you think of when you read the word “folk?” The majority of modern audiences think of the currently popular trend of acoustic instrument-heavy, singer/ songwriter music. That definition, traditionally, is incorrect. Folk is the heritage, deeply rooted in a culture and can be anything from tribal dancing and honkey tonk music to basket weaving and hip hop.

Despite its size, history, and all out dedication to the folk arts rooted in the U.S., the National Folk Festival is not well known in many regions of the country. Therefore the challenge was multi-faceted. The social media presence had to be created from the ground up, educate local and national audiences on what the National Folk Festival is, and re-define the very current and improperly defined word “folk.”

The Campaign:

The question had a very simple answer. The National Folk Festival is folk. The hashtag #WeAreFolk was largely unused in the social universe, and we adopted it as both a statement and a definition. It accompanied every nearly every post across Twitter, Facebook, and Instagram and helped break the ice of defining what the festival stood for. The campaign developed relationships with local organizations which helped branch out the reach of the newly created festival profile and spread word about the festival and all it stood for in a natural, organic way. Thus, a community was created that rallied behind the identity of the festival, making it feel like an integral part of the local landscape as much as it was part of the national.

The Results

1,400

Twitter
Followers

1,375

Instagram
Followers

11,573

Facebook
Followers

After the first two years of the festival, a great deal more people know how to answer “what is folk?” properly. In 2015 the festival saw 102,000 people walk through its gates and saw 138,000 people in 2016. In that time span the Twitter audience grew from zero to 1,400 followers, Instagram from zero to 1,375 followers, and the community on Facebook grew from zero to 11,573 followers. The National Folk Festival helped bring new life to a bourgeoning Greensboro, NC and the social media presence helped bring those efforts to national attention, putting a small city in central North Carolina on the map in a big way.

We are proud to have been recognized by PR Daily for the top prize in their 2016 Digital and Social Media awards in the category of Best Use of Digital and Social Media for Event Promotion. We beat out several well known national campaigns including the PGA and LPGA Tours to claim the award. The essence of what made the campaign successful was the large amount of younger audiences that dominated the audiences across each social channel, an age range rarely drawn by the festival previously. We are honored to have educated so many across the country on the heritage of this important event to our history.

The Results

After the first two years of the festival, a great deal more people know how to answer “what is folk?” properly. In 2015 the festival saw 102,000 people walk through its gates and saw 138,000 people in 2016. In that time span the Twitter audience grew from zero to 1,400 followers, Instagram from zero to 1,375 followers, and the community on Facebook grew from zero to 11,573 followers. The National Folk Festival helped bring new life to a bourgeoning Greensboro, NC and the social media presence helped bring those efforts to national attention, putting a small city in central North Carolina on the map in a big way.

We are proud to have been recognized by PR Daily for the top prize in their 2016 Digital and Social Media awards in the category of Best Use of Digital and Social Media for Event Promotion. We beat out several well known national campaigns including the PGA and LPGA Tours to claim the award. The essence of what made the campaign successful was the large amount of younger audiences that dominated the audiences across each social channel, an age range rarely drawn by the festival previously. We are honored to have educated so many across the country on the heritage of this important event to our history.

1,400

Twitter
Followers

11,573

Facebook
Followers

1,375

Instagram
Followers

Dan River State Crossings

Dan River State Crossings

Media Placement Case Study

Dan River State Crossings

The Dan River State Crossings is the result of an ongoing effort led by the Dan River Basin Implementation Team. This region, which comprises 8 counties and several municipalities, is tied together by the 214 miles of the Dan River.

 

The Challenge:

Our first challenge was to unite the region under one brand, one name. We started with the mantra: “A rising tide lifts all the boats.” Because the cities and towns throughout this region share much of the same natural beauty and tourist attractions, we needed to change the mindset from competition to collaboration.

We started by looking for what connects these places and draws people in—we always came back to the river. The “Dan River Basin” as a name is descriptive, but lacks the charisma of other branded regions such as The Crystal Coast. When we saw that the Dan River weaves in and out of the eight counties, crossing the state border eight times, we found our hook.

The Challenge:

Our first challenge was to unite the region under one brand, one name. We started with the mantra: “A rising tide lifts all the boats.” Because the cities and towns throughout this region share much of the same natural beauty and tourist attractions, we needed to change the mindset from competition to collaboration.

We started by looking for what connects these places and draws people in—we always came back to the river. The “Dan River Basin” as a name is descriptive, but lacks the charisma of other branded regions such as The Crystal Coast. When we saw that the Dan River weaves in and out of the eight counties, crossing the state border eight times, we found our hook.

The Campaign:

Now that we had a name, the Dan River ST8 Crossings, we needed to find the best way to tell the story. We developed a mood board capturing the feeling and atmosphere of the region that would inform the tone of the campaign both visually and verbally.

While developing the campaign, we found a number of words that conveyed the attractions of the area that could also connect back to the name: captiv8, fascin8, navig8, etc. Combined with beautiful photography and videography, these words keyed in on the highlights of visiting the Dan River ST8 Crossings.

 

The media department had their own challenge: the diverse geography and demographics within this region. As our audience ranged from younger, more tech-driven consumers to older residents who might not be as digitally-inclined, we needed a media plan that covered all bases. To start, we designed billboards with high-impact creative located on major highways in and out of the Dan River region.

The media department had their own challenge: the diverse geography and demographics within this region. As our audience ranged from younger, more tech-driven consumers to older residents who might not be as digitally-inclined, we needed a media plan that covered all bases. To start, we designed billboards with high-impact creative located on major highways in and out of the Dan River region.

Second, we constructed a robust TV advertising schedule. Because this region fits into 3 separate media markets, we had to consider whether to concentrate on cable versus broadcast placements.

Whereas broadcast had greater overall penetration, cable would allow us to fine-tune where our ads were shown, reaching our audience on shows that mattered (like outdoor-specific shows that resonated with the sportsmen living in the region).

We decided to use cable placements of :30 video spots showcasing the beauty and potential of the region, knowing that we’d reach the largest majority of our target 18-49-year-old demographic this way.

Third, we programmed cutting-edge native video ads for targeted websites popular with our key demographics (who were, in general, heavy internet and mobile device users). Through geographic, demographic, behavioral and content/contextual targeting, our desktop and mobile banner and video ads would be served throughout the region in a precise fashion.

The Results

Even early on, our native desktop and mobile ad campaign saw high click-through rates of 4.69% and video completion rates of 24%, both of which are above native video benchmarks. Over time, the campaign generated significant traffic to the website and the region.

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