who we've worked with
PR OUTREACH | CONTENT STRATEGY | CONTENT CREATION | VIDEOGRAPHY | PHOTOGRAPHY
We're also working with our friends at Departure Point Films and Caroline Martin Photography on videography and photography to showcase Dr. Wiley.
SOCIAL MEDIA CAMPAIGN | JAMES RIVER AIR FOR ARTOBER
How do you tie in an air conditioning company to an arts advocacy and education campaign? You find the right partner. James River Air Conditioning has always been a supporter of the arts, and we wanted a creative way to showcase that as Richmond celebrated “Artober,” a month highlighting arts and culture in our community. Meanwhile, local cartoonist “RVA Coffee Stain” has been made famous in-part from his random-act-of-kindness “Art Abandonment” campaigns. We wanted a fun and interactive way to celebrate the month, not another “We support the arts” post in our social feed. It was a perfect collaboration.
Our usual approach to social targets homeowners within our footprint. We knew that partnering with “Richmond-famous” RVA Coffee Stain would expose us to an untapped audience. It was the perfect supplement to our existing social strategy.
RVA Coffee Stain had a formula for a successful art abandonment campaigns from experience. We leveraged his knowledge and brainstormed ways to tie-in the James River Air brand in a way that made sense for RVA Coffee Stain and would be fun for our fans too. We planned a weekend day for the abandonments and settled on four prints total - enough to gain traction but not too many to make people lose interest and quit following along.
People who find RVA Coffee Stain’s abandoned art are excited to have just the print, but our sweetened package of gift cards, cell phone fans and other small gifts made it that much more enticing. RVA Coffee Stain set out on a Saturday to hide the prints throughout the city, dropping clues to their location as he went on Twitter.
Prints didn’t last longer than an hour each before they were spotted on Twitter and tracked down by RVA Coffee Stain fans. Some lucky finders even sent us photos of their loot for us to repost and share.
SOCIAL CONTENT STRATEGY | VCU BRANDCENTER
Students graduating from the VCU Brandcenter go on to work at Google, Facebook, Coca Cola and beyond. We needed to formulate a social strategy that was a reflection of the amazing talent coming out of the school in order to attract the right new students.
Our goal was to use this to create content that feels custom-made for their target, individuals aged 22-30. We worked hand-in-hand with the recruiting and marketing team of the school to create an effective and sustainable social content strategy. Not only did the Brandcenter see a 15.7% increase in requests for an application to the school following the campaign, they were also now equipped with a detailed content strategy built on insights from their audience and a plan for analyzing and optimizing on an ongoing basis.
We began our research by evaluating secondary data, an admissions survey followed by an audit of the school’s social media communications, an industry analysis, and finally, focus groups.
We used the feedback across all channels to develop eleven content categories that covered every aspect of the Brandcenter to appeal to as many different types of students as possible. We looked at common questions as themes and used that to inform the informational content we created. We incorporated a reporting structure that utilized monthly social media reports to identify topics and questions to address in info sessions, tours.
We learned from accepted students that getting their application package in the mail was a huge, life-changing moment…everyone remembered where they were when it arrived. We capitalized on this and captured this shared moment by branding the Brandcenter application envelope with a hashtag welcoming them to the #brandfam.
We found that prospective students had the same questions over and over about the admissions process and financial aid. The Brandcenter’s recruiting coordinator became the star of her own video-series, “Ask Hawley,” focused on answering those frequently asked questions.
Students said they had no idea how awesome Richmond, VA was. We incorporated content about the Richmond area into our social content strategy and even included a custom guide to Richmond in acceptance packets.
Not only did the Brandcenter see a 15.7% increase in requests for an application to the school following the campaign, they were also now equipped with a detailed content strategy built on insights from their audience and a plan for analyzing and optimizing on an ongoing basis.
INFLUENCER PROGRAM | ELEMENTSBEAUTYSHOP.COM
The Elements Beauty Bloggers campaign leveraged a diverse set of influential bloggers to reach a new audience for ElementsBeautyShop.com. From a frugal fashionista to a high-end beauty lover to a melanoma survivor and skin cancer prevention advocate, blogger partnerships exposed the Elements brand to new customers. The results were increases in awareness, event sales, social media following, and overall online sales.
With a goal to increase overall sales by 30%, we set out to find blogger partners. We leveraged social media, searching keywords and diving into the local online beauty community. We chose people who were looked to as experts – those already using and recommending the types of brands/products we carry. We took a nimble approach and added new bloggers as they surfaced throughout the campaign.
After bloggers agreed to participate, they were each given a survey to complete aimed at understanding their unique preferences. This data was used to customize a kit for each blogger with personalized beauty samples.
As the sponsored posts went live, blogger content was integrated into marketing messaging and amplified through Facebook advertising as well as on Twitter and Instagram. Each blogger was given an exclusive discount code, which allowed us to directly track which bloggers were increasing sales most. We saw which blogger partnerships were getting results and increased our investment in those partnerships, negotiating additional, customized content based on past performance. As an extension of the online content, bloggers were featured at in-store events. A private Facebook group connected the bloggers and created a sense of community.
Our greatest measure of success was a 48% increase in overall sales, year-over-year. The surprising bonus was the 90.5% increase in in-store event sales from bloggers support. The hashtag, #elementsbeautyblogger(s) was used over 160 times. Richmond Magazine also covered our unique approach to marketing in the piece, “Bloggy Beauty.”
The campaign won The Capital Award of Excellence, the highest in the category of Blogger Campaigns, at the Virginia PR Awards in 2016.
PR OUTREACH | INFLUENCER CAMPAIGN | WEBSITE DEVELOPMENT (mcribrva.com).
This month, the craveable and delicious McRib returns for a limited time to Richmond, VA. A sandwich that has had fans clamoring for more than 35 years, the McRib is made with seasoned boneless pork and slathered in tangy, delicious barbecue sauce – it’s topped with slivered onions and tart pickles on a hoagie-style bun. The iconic sandwich last appeared in participating Richmond restaurants in November 2014.
LOGO DEVELOPMENT | GRAPHIC DESIGN | LAUNCH EVENT STRATEGY
We love to volunteer our time at the Richmond SPCA, photographing pets for social media posts or special campaigns.
PR OUTREACH | PRODUCT LAUNCH STRATEGY | SOCIAL MEDIA STRATEGY