GlenGuard Frontlines

GlenGuard Frontlines

Video Production Case Study

The Challenge:

Those in the workwear industry know that GlenGuard manufactures some of the highest quality and most comfortable, compliant flame-resistant fabrics on the market, but very few people are aware of the research and scientific innovation that goes into every fiber of GlenGuard. After noticing an absence of informational content among their competitors, GlenGuard approached Bouvier Kelly with the idea of branching out into new content that would establish themselves as thought leaders in the industry. Our team jumped at the chance to tackle this unique project. 

The Strategy

When you work with a client as groundbreaking as GlenGuard, finding thought leadership content is not very difficult. The enormous amount of research and testing that goes into creating GlenGuard provided us with an abundance of content concepts, but we had to answer a number of different questions before creating and disseminating it:

agsdi-target

Who is the
target audience
for this series?

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What medium
will the content
be conveyed through?

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How will
we brand
this content?

Establishing the target audience for this campaign was instrumental in deciding on some of the other details. Given the educational nature of this campaign, GlenGuard needed to address two groups simultaneously: consumers who want to learn more about their product, and other players in the technical fabrics industry who are genuinely interested in the research component.

Once the target audience was nailed down, our team had to decide what medium we would utilize to distribute this information. Video content has been dominating the digital landscape for years, with online videos making up more than 82% of all consumer internet traffic, so it was only logical to create a video series for GlenGuard. Considering the visual nature of some of the content we were planning to promote, our team also felt video was the best medium to capture this information accurately.

The last step in the process was branding this series and communicating those creative elements throughout the entire campaign. Our team brainstormed a number of different names for the video series, most of which incorporated the acronym for flame-resistant, FR. After workshopping these potential names, we landed on “GlenGuard FRontlines,” which was intended to speak to their target consumers, who are on the frontlines of the workforce— oftentimes in dangerous conditions.  We tested multiple different ways to convey this graphically, as you can see in our graphic designer’s sketches. This led us to the finished product, also displayed here. 

The Results:

Our team took the creative assets we built and churned out 16 thought leadership videos over the course of a year, with topics ranging from defeating heat stress in the workplace to the dyeing processes for AR and FR fabrics. In addition to generating close to 280,000 total views on YouTube to date, resulting in an increase in GlenGuard brand awareness, the FRontlines video series effectively established GlenGuard as an industry pioneer in thought leadership content.

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
Downtown Burlington

Downtown Burlington

Creative Services Case Study

Background

Burlington, North Carolina, is a small town with a big history. Known primarily for its contributions to the railroad and the textile industries, it’s where nylons were invented and the lunar landing flag was made. But behind every bit of the city’s history is its people: a strongly-rooted community that built its city together. When it came time to forge a new vision for the future for their downtown, the city’s most engaged stakeholders joined forces to build an engaging campaign that would boost investment, enterprise and resident pride.

The Challenge:

The relocation of LabCorp, one of the city’s largest tenants, created a large property vacancy in the downtown area. The Burlington Downtown Corporation (BDC) saw this as an opportunity to rebrand, refocus and expand. The area was under-populated and had few restaurants and shops and little nightlife. A plan to bring new life and energy to downtown was launched, with the goal of making it a thriving city center again.

BKI worked hand in hand with the BDC’s newly-formed Brand Committee to find the voice of the community straight from the mouths of its residents. Input from business owners and community leaders was vital to crafting a heartfelt, relatable message that told the story of Burlington’s past, present and future.

The Campaign – “Get In”

After much research, long conversations and exploration in the heart of downtown, a single call-to-action rang out: “Get In.” This simple, straight to the point message spoke to the urgency and energy of the new Downtown Burlington vision while remaining memorable and shareable. It’s a warm welcome to any future investors; a gentle reminder to current residents to get involved; a bold statement to outsiders that the area was moving forward full speed ahead.

Additionally, the “Get In” tagline was endlessly adaptable for local businesses. The call to action could be personalized no matter who needed it: “Get In The Blend,” “Get In to Zack” and “Get In The Boutique” were just a few of the first applications of the message.

 

The Campaign – “Get In”

After much research, long conversations and exploration in the heart of downtown, a single call-to-action rang out: “Get In.” This simple, straight to the point message spoke to the urgency and energy of the new Downtown Burlington vision while remaining memorable and shareable. It’s a warm welcome to any future investors; a gentle reminder to current residents to get involved; a bold statement to outsiders that the area was moving forward full speed ahead.

Additionally, the “Get In” tagline was endlessly adaptable for local businesses. The call to action could be personalized no matter who needed it: “Get In The Blend,” “Get In to Zack” and “Get In The Boutique” were just a few of the first applications of the message.

 

The Execution

The brand launch event was packed. Locals flocked downtown to discover the city’s new look and vision, and the energy was palpable. The early stages of the campaign have been an overwhelming success. Excitement is at a high and economic investment is beginning to increase.
In order to capitalize on all the momentum and excitement generated by the launch, we also shot and edited an overview video. Featuring local businesses, residents and events, it gave viewers a personal look at all that was happening in downtown Burlington. It encouraged viewers to rethink their perceptions of the area, and highlighted the many new businesses — coffee shops, local breweries, antiques — that now dot the downtown streets.

The website not only serves as an introduction to someone wanting to visit the area, but also as a resource for someone wanting to live downtown. We designed a fully responsive site that includes listings of businesses, spaces to rent and available lots to build. It works as a destination resource and economic development tool.

 

 

 

The website not only serves as an introduction to someone wanting to visit the area, but also as a resource for someone wanting to live downtown. We designed a fully responsive site that includes listings of businesses, spaces to rent and available lots to build. It works as a destination resource and economic development tool.

High Point Police Department

High Point Police Department

 

Social Media Case Study

High Point Police Department
While the city of High Point is investing in long-term growth opportunities, it has not been immune to the struggles that many urban communities are facing: low economic growth, high crime rates and an uncertain future as the city’s key revenue generator—the High Point Furniture Market—is fighting to remain vital in an increasingly globalized economy. Coupled with an often-tense national conversation around policing, the High Point Police Department (which serves more than 100,000 residents) found itself in dire need of a revamped recruiting strategy that went beyond their traditional tactics.

The Challenge

It’s no secret that the past five years have seen the relationship between many police departments and the communities they serve become increasingly strained. And while it may not be true for every community, the perception of tense relationships lingers. Not only are many departments working overtime to maintain positive relationships within their community, many are also experiencing a steep drop in recruitment. Simply put, a younger, more socially-conscious generation of millennials are becoming less interested in the profession. This is often due either to negative perceptions of policing in general, access to higher paying, technology-focused opportunities or a combination of both. The High Point Police Department was concerned that these factors would make it impossible to meet their necessary hiring quotas. However, they were also adamant about not lowering their standards simply to meet those numbers. Thus, their traditional recruitment tactics would need to be bolstered by a more digitally-oriented campaign, particularly if they were looking to reach a younger generation.

The Campaign

After surveying the landscape of recruiting tactics from departments across the country, we found that many relied on a harder-edged, action-heavy approach. From a visual perspective, these videos often featured tactical elements like SWAT teams, firing ranges and door-taking. However, if our goal was to appeal to a younger generation who might find those talking points abrasive and reinforcing of any negative police stereotypes, we knew a lighter, more community-oriented focus was needed. Working to recruit internet-savvy millennial candidates would require a reorientation of the conversation around policing, so placing the focus on the department’s role in the community as place-builders and benefactors would help achieve that goal.
Our theme—A Higher Standard for High Point—would have a twofold effect: it would reinforce the department’s high recruiting standards, which they refused to abandon in favor of simply bolstering their ranks, and it would demonstrate how the department works in conjunction with their community members to raise the standard of living for everyone. This theme would be translated into several emotionally-impactful, testimonial-driven videos, recruiting posters and other assorted marketing materials that drove the department’s core beliefs home. Because the department was most concerned with tapping into the upcoming generation of recruits, we decided that social media (Facebook and Instagram, primarily) would be our key distribution point. That decision was based on three key factors:
  • Ages 18-34 make up 42% of Facebook’s user base and 61% of Instagram’s
  • The platforms offer robust targeting and highly trackable advertising opportunities
  • Social media advertising is more cost-effective than traditional media placements like TV or radio
Our theme—A Higher Standard for High Point—would have a twofold effect: it would reinforce the department’s high recruiting standards, which they refused to abandon in favor of simply bolstering their ranks, and it would demonstrate how the department works in conjunction with their community members to raise the standard of living for everyone. This theme would be translated into several emotionally-impactful, testimonial-driven videos, recruiting posters and other assorted marketing materials that drove the department’s core beliefs home. Because the department was most concerned with tapping into the upcoming generation of recruits, we decided that social media (Facebook and Instagram, primarily) would be our key distribution point. That decision was based on three key factors:  
  • Ages 18-34 make up 42% of Facebook’s user base and 61% of Instagram’s
  • The platforms offer robust targeting and highly trackable advertising opportunities
  • Social media advertising is more cost-effective than traditional media placements like TV or radio
The Execution
Working alongside our partners within the department, we compiled a diverse group of men and women to interview who could demonstrate HPPD’s commitment to making sure their officers reflected the community that they were tasked with serving. After conducting several video shoots both in the community and within the department, our video team got to work sculpting our interviews and footage into powerful, 30-second videos crafted exclusively for mobile-friendly viewing on Facebook (mobile devices account for 71% of all Facebook traffic). One campaign was specifically designed to be shown to men and women who were either already working within law enforcement (e.g. “lateral” recruits) or who had studied law enforcement in college. This would allow HPPD to demonstrate their own unique value and how they offered an experience different from other police departments—benefits like a community-focused approach as well as take-home vehicles and competitive benefits. The other campaign would be targeted more broadly at regular citizens, simply requiring that the Facebook user possess a high school or college degree to see our ads. To narrow our focus, however, we would build “custom audiences” each month based on the users who had positively interacted or engaged with our campaign. Anyone who “Liked” the ads, shared them with friends, clicked through or viewed a certain percentage would be grouped into a new audience set to be shown more focused ads in the next phase. So where we started with a broad audience of more than 1 million users, we had already narrowed our focus to 60,000 within one month.
The Results
While we are still in the first phase of our campaign, the early results are promising. This is a long-term strategy to be sure, but we are confident that the strategy is affecting its intended audience with our high-impact storytelling. Listed below are a few highlights from the first month of our social media campaign:

439,000+

Total Ad Impressions

163,800+

Targeted Users Reached 45% of all views were in our target age range (18-34)

86,300+

30-Second Video Views

14,000+

Total Link Click-Throughs Click-through-rate: 1.74% Employment & Recruitment benchmark CTR: .47%
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.

 

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