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.

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.

Allard Get Back Up

Allard Get Back Up

Public Relations Case Study

 

Allard

If you knew you had a life changing product that could significantly improve the lives of millions of people but awareness of the product was very low, what would you do? Launch one heck of a PR effort that’s what! And so began our relationship with Allard and their game changing ToeOFF® foot brace technology designed to help alleviate the struggle of millions suffering with the debilitating neurological condition known as foot drop. Beth Deloria, who suffers from the disorder, became the first Allard ambassador for this new technology and approached us to help bring it to the national spotlight.

The Challenge:

The goal was straightforward: national awareness. Because there are so many people who could use this technology to significantly improve their quality of life, the audience was there and waiting to discover something like ToeOFF. They were all similar to Beth Deloria, who was a marathon runner prior to a spinal chord injury that led to her diagnosis of foot drop. She spent years searching for a brace that would at least allow her to walk normally again. Every single one of the most commonly known braces designed to help foot drop sufferers proved painful and barely helped Beth walk, much less allow her to run marathons again. So with literally millions needing help like Beth, the PR effort would have to be thorough, expansive and focused.

The Campaign/Strategy:

Because ToeOFF is so life-changing, we knew there would be others like Beth that were able to resume their active lifestyles thanks to the brace. It was time to bring them together and create a grassroots movement to get the word out. “Get Back UP Today” was created as a rally cry of encouragement and hope, and from that came Team UP, founded by Deloria as the only national team of people with foot drop. Within the first year there were 8 members, and now there are almost double that. Beth and Team UP have been featured in national media and spoken to thousands across the country. A large social media push across Facebook, Twitter, YouTube, and even Pinterest was developed alongside the PR movement to create a genuine, close community of people who could help inspire each other and help spread the word about Allard’s technology.

The Results

50,310

Followers

Across the country in markets both large and small, the Get Back UP Today campaign has made waves in helping bring the ToeOFF brace technology to those who need it most. Facebook now has a following of 32,917 followers (and counting) and Twitter has helped solidify national media connections that will work to serve the campaign for years to come. The website www.GetBackUPToday.com has helped to unify the community even more by coordinating events, publishing inspiring stories from fellow users of ToeOFF braces and creating a national awareness of foot drop.

The Results

Across the country in markets both large and small, the Get Back UP Today campaign has made waves in helping bring the ToeOFF brace technology to those who need it most. Facebook now has a following of 32,917 followers (and counting) and Twitter has helped solidify national media connections that will work to serve the campaign for years to come. The website has helped to unify the community even more by coordinating events, publishing inspiring stories from fellow users of ToeOFF braces and creating a national awareness of foot drop.

50,310

Followers

6.6%

Engagement Rate

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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