General Espresso Equipment Corporation

General Espresso Equipment Corporation

Digital Campaign Case Study

 

Background

Based here in Greensboro, NC, the General Espresso Equipment Company (GEEC) is the North American headquarters for espresso machine manufacturers Astoria and Wega. Their two distinct brands cover a wide range of needs for the discerning tastes of the espresso and coffee industry. While Astoria offers classic, elegant designs that harken back to the Italian origins of coffee culture, Wega brings a more modern counterpoint, with sharp lines and futuristic designs. Together, these two brands mean that GEEC is able to deliver quality design for any sensibility or need..

The Challenge:

There are more than a dozen direct competitors for both Astoria and Wega, some of whom have fiercely loyal users: it’s not uncommon, for example, to find baristas with tattoos of the La Marzocco “lion” logo. The first priority was therefore to distinguish themselves amidst this sea of competitors while generating solid, actionable leads.

GEEC’s main interest in working alongside Bouvier Kelly was to create and implement a solid digitally-focused strategy. They had dabbled in both social media and email marketing, but neither seemed to be generating the results they had hoped for. Our job was to find a way to reinvigorate their digital presence and explore avenues that the team had not previously ventured down.

The Challenge:

There are more than a dozen direct competitors for both Astoria and Wega, some of whom have fiercely loyal users: it’s not uncommon, for example, to find baristas with tattoos of the La Marzocco “lion” logo. The first priority was therefore to distinguish themselves amidst this sea of competitors while generating solid, actionable leads.

GEEC’s main interest in working alongside Bouvier Kelly was to create and implement a solid digitally-focused strategy. They had dabbled in both social media and email marketing, but neither seemed to be generating the results they had hoped for. Our job was to find a way to reinvigorate their digital presence and explore avenues that the team had not previously ventured down.

The Campaign

Before we began the work of dialing in a specific set of tactics, we engaged in an analysis of their competitive landscape. We wanted to see what their competitors were doing well in the digital space—in addition to finding where the opportunities for GEEC lay. While it was clear that both Astoria and Wega needed to bolster their social media presence (particularly on the industry’s preferred platform, Instagram), we also discovered that not many brands were using email to communicate with their customers. And where there is a gap, brands can swoop in to fill a void.

After we completed our analysis, we began building out our proposed campaign. It was clear that our focus would be primarily on a sound social media and email strategy, but because their brands occupy a unique position between the B2B and B2C worlds, we wanted to explore industry/trade advertising options, too. There are several high-quality trade publications in the coffee/espresso world, and each presented an exciting array of tactics to pursue.

However, before diving into a year-long campaign, we started with a 30-day “proof of concept” demonstration of our tactics that would also provide crucial data to shape the later, long-term campaign. This shorter flight was driven by several key components:

  • Because our long-term proposal emphasized the need for a consistent educational content program, we focused all our efforts around an “ROI calculator” program the GEEC team had designed to help their distributors and customers better understand their investments. This piece of content would be the destination for all the campaign CTAs.

 

  • Using automated email marketing software, we designed a series of emails around generating interest in this calculator, from initial touchpoints to automated follow-ups to gentle-touch reminders. These emails would be focused on a single CTA with a responsive, clean and minimal design. These emails would be targeted towards their existing email list which is composed of both distributor- and service-focused leads.

 

  • To draw other potential leads into this campaign, we created Lookalike Audiences on Facebook for each brand, showing a variety of different ads to draw users into the ROI Calculator. These ads would be shown on both Instagram and Facebook.

However, before diving into a year-long campaign, we started with a 30-day “proof of concept” demonstration of our tactics that would also provide crucial data to shape the later, long-term campaign. This shorter flight was driven by several key components:

  • Because our long-term proposal emphasized the need for a consistent educational content program, we focused all our efforts around an “ROI calculator” program the GEEC team had designed to help their distributors and customers better understand their investments. This piece of content would be the destination for all the campaign CTAs.

 

  • Using automated email marketing software, we designed a series of emails around generating interest in this calculator, from initial touchpoints to automated follow-ups to gentle-touch reminders. These emails would be focused on a single CTA with a responsive, clean and minimal design. These emails would be targeted towards their existing email list which is composed of both distributor- and service-focused leads.

 

  • To draw other potential leads into this campaign, we created Lookalike Audiences on Facebook for each brand, showing a variety of different ads to draw users into the ROI Calculator. These ads would be shown on both Instagram and Facebook.

The Results

The test flight succeeded in setting up the long-term success of the campaign by teaching us what works well and what needs improvement. We were able to draw a high percentage of the audience to the ROI calculator, but did not see the same results in form completions.

 

Here is a breakdown of our campaign by the numbers

%

Average Email Open Rate

[Benchmark: 23.12%]

%

Average Email Click-Through Rate

[Benchmark: 2.61%]

Average Social Media CPM

[Benchmark: $65]

%

Average Social Media Click-Through Rate

[Benchmark: .22%]

%

Average ROI Calculator Bounce Rate

So as we begin the next phase of the campaign, we can now focus our efforts better knowing:

GEEC’s industry is open and responsive to well-crafted, focused emails

GEEC’s industry prefers Instagram to Facebook

The high percentage of mobile users was likely the cause of the low conversion as the ROI Calculator was not optimized for mobile

We anticipated that the non-responsive landing page would result in a drop-off in conversions, but due to programming limitations, the campaign needed to move forward with the assets available. However, we were encouraged by the overall results and conclusions, and have worked with the team to decide how best to improve their email program going forward, as well as working directly with their existing audience to fine-tune the types of content that would be of most interest to them and their customers. Once these changes have been implemented, we are confident that the traffic their efforts drive will be more likely to convert into leads, who they would then nurture through intentional, tactful emails into customers.

 

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.

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 strategy 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.

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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