CASE STUDY: Great American Rivalry Series

Challenge

Create an on-site, stand-alone event for clients that connect the brand with the community at-large by tapping into the “big game” in that market.

Solution

Involve clients in nationwide high school football rivalry games as part of the Great American Rivalry Series, which highlights the Friday night “experience” of high school football and provides a platform interaction with this active audience.

Deliverables

  • Activated at over 335 games nationwide
  • Game presence includes: onsite footprint, on-field award presentations, in-game premium distribution, PA announcements and in-school opportunities where available
  • Includes local public relations and social media efforts to drive earned media
  • Over 57 Million Advertising impressions generated on-site and on the web at www.GreatAmericanRivalry.com

Results

The Rivalry Series, celebrating its 10th Season in 2013, has involved over 400 different rivalry games in 39 states since its inception in 2004. This year the Series visits 35 states and 85 cities.

“ The Great American Rivalry Series places us in one of the few places where parents and future college students are together. It is the perfect combination for us.” Steve Kohles, CMO, The Student Loan Finance Corporation and iHelploan.com program

“I’ve received more exposure during these three hours at this game than I have over the past year”, Sgt. Crowe, Spartanburg RS, United States Marine Corps.

Past and current clients include student loan organizations, convenience stores, quick service restaurants, sporting good supply companies, insurance firms and military branches.

3D-RIVALRY

"This is about more than football. About more than players and coaches. It's about the parents who drive those kids. The coach's daughters who come to every game. It touches everyone." - Kenny Chesney, Country Performer

CASE STUDY: Army STRONG Challenge

Challenge

Provide the US Army and US Army ROTC with a unique activation in high schools nationwide that emphasizes both physical and academic performance, increases awareness and starts conversations regarding career opportunities provided by the Army

Solution

Created a five-part mental and physical regimen executed in physical education classes across the nation that challenges student’s physical and mental capabilities simultaneously

Deliverables

  • Provided US Army interaction with students, teachers and administrators at numerous high schools across the country
  • Provided pre-event coordination, on-site event management, and post-event data collection for the project
  • Developed project materials, including mobile device based academic challenge format

Results

  • Created a new program allowing which afforded access to students in a setting that encouraged team-building, physical fitness and leadership
  • Changed Army’s in-school activations from a uniform behind a table in the lunchroom, to a team member and interactive leader for the students for an extended period of time.

"The secret of getting ahead is getting started." - Mark Twain

CASE STUDY: TEAM 52 USA

Challenge

Naval Special Warfare identified a need to expand their current pool of candidates and reach groups that were historically underrepresented on SEAL and SWCC teams.

Solution

Created a brand – TEAM 52 USA – that identifies and connects with the targeted demographic and further connects those candidates with peers who share the desire to become a SEAL or SWCC.

Deliverables

  • Identified three key regions to geo-target the TEAM 52 USA message in order to identify, engage and develop High Potential Candidates (HPC’s)
  • Created and maintained TEAM52USA.com website and social media campaigns.
  • Created and refined new engagement events including presentations, team-building events and small group workouts as well as attended existing ones on behalf of TEAM 52.

Results

  • Interacted with over 3,400 HPC’s and 250 Influencers through various outreach initiatives, public appearances, team-building events and physical fitness events
  • Placed dozens of accepted candidates into Naval Special Warfare programs

“By failing to prepare, you are preparing to fail.” – Benjamin Franklin

CASE STUDY: FutureLab Foundation

FutureLab – iHelpLoan

Challenge

Devise a plan to address the gap between existing school subject matter and future educational and career opportunities in STEM (Science, Technology, Engineering and Mathematics) fields. The Student Loan Finance Corporation (SLFC) and iHelploan.com offered a study identifying this troubling trend and asked us for a solution to create awareness of future careers among college-bound students and their parents and the need for education in STEM oriented fields.

Solution

Created FutureLab: The Innovation Expo, an immersive, interactive array of concepts and opportunities for the Future around STEM fields, such as Nanotechnology, Robotics, Human Genomics, Deep Space, 3D Virtualization and Biofuels

Deliverables

  • Created a basketball court-sized self-contained immersive environment custom-built to house individual pavilions for each area of subject matter
  • Devised a structural display that includes immersive interactive technology and launched a nationwide tour to reach the desired audience
  • Designed FutureLabexpo.com website for year-round discussion of STEM careers/technologies.

Results

  • In its 10 year history, the Expo has visited over 100 cities across America and started the conversation of discovery with students and parents nationwide
  • Nearly one million students have passed through the doors of the exhibit since 2004
  • Over 3 million visitors have experienced FutureLab through the interactive website
  • College loan information distributed to students, parents, and administrators in attendance at the FutureLab events has originated student loans provided by the iHelploan.com program.

 

 

FutureLab – Scion

Challenge

Emphasize the unique after-market customization of the inaugural Scion models, the xA and the xB, to their identified key demographic, youth 16-18

Solution

Created the “Future of Customization” kiosk within the FutureLab Expo that emphasized Scion’s cutting edge after market customization and emphasized how Scion owners could personalize their vehicles

Deliverables

  • One Scion xA and one Scion xB traveled with the FutureLab Innovation Expo
  • “Future of Customization” kiosk built specifically for Scion and incorporated into the Expo at all stops.

Results

  • 36 markets were visited during this version of FutureLab
  • 43,200 high school students (ages 16-18) were reached during FutureLab exhibits featuring the “Future of Customization” kiosk.
  • The FutureLab activation complimented the national launch of Scion and allowed Scion to reach markets not included in the national media plan

 

"Marketing isn't magic. There is a science to it." - Dan Zarrella, Hubspot

CASE STUDY: State Championships

Challenge

Leverage the statewide excitement and appeal of high school sports championships to raise brand awareness and acquire new customers for our partners among students and their parents.

Solution

Work with high school state associations on behalf of our partners to give sponsors a presence and the opportunity to interact at high school state championship events throughout the school year. Partners are provided onsite presence at the events for interaction with parents, teens, fans and administrators, promotional presence on the floor, fields and in the pools, media visibility, presence on state association websites, inclusion in e-newsletters and other customized visibility.

Deliverables

  • Provided turn-key management of all state association relationships and partnerships from contract negotiation and management to event planning and execution
  • Secured key locations for presence of sponsors’ presence at State Championship events including football, basketball, baseball, soccer, softball, cheerleading, wresting, track and field, et al.
  • Developed engagement opportunities for clients with students, teachers, administrators and parents during State Championships.

Results

  • Have worked with all 50 high school state associations since 1999 to provide key promotional presence and marketing opportunities for our clients at marquise events throughout the school year.
  • Have connected State Associations and supportive partners at over 1000 State Championship events

“It’s about pride; in ourselves, in our school. It’s about our love and passion for the game.” – Unknown High School Athlete.

CASE STUDY: Great American Football Classic

Challenge

Create a marquise event for high school football teams, cheer and dance teams and marching bands to perform in a NFL stadium. Although many State High School Associations play their football championships on collegiate or NFL fields, most high school teams never get the opportunity.

Solution

Created the “Great American Football Classic” to feature key regular season high school football rivalries and match-ups on NFL fields in Georgia and Missouri, which hold not only local and regional, but also national interest.

Deliverables

  • Turnkey event and game management at the Georgia Dome (Atlanta) and the Edward Jones Dome (St. Louis)
  • Live online broadcasts of each game
  • In-game sponsorship packages that included on-field promotions, print advertising, ribbon board signage and commercials on the video boards and inside live broadcasts

Results

  • Successful delivery of marketing messages provided for all sponsors through on-field and online interaction
  • During fall of 2011 and 2012, 16 games contested with 32 teams and over 2,500 high school football players experiencing the chance to play on a NFL field in front of over 60,000 fans.

''This is where the kids' professional team plays and there are only 32 NFL stadiums in the country. It doesn't get any better and stays in your memory bank forever." - Dick Gallagher, Editor - Western New York High School Sports

CASE STUDY: VONS

Challenge

Raise general awareness for VONS store products among the Hispanic American audience in California and drive traffic and sales at VONS stores.

Solution

Gained access to Hispanic American festivals in selected markets identified by VONS to have on-site presence for food and drink sampling and customer interaction.

Deliverables

  • On-site footprint and product distribution at Hispanic American Festivals throughout California
  • Employed Brand ambassadors at each event to reach large numbers of potential VONS shoppers
  • Created an ‘experience’ for festival attendees by having them spin the Prize Wheel and pose for photos in the Mariachi Band photo cut-out

Results

  • Distribution of over 17,000 VONS food samples at multiple festivals in 2012
  • Realized a measureable in-store traffic bump for Vons, in general, and the Hispanic food/drink category, specifically,within geographic proximity of the festivals
  • Request from client to expand the marketing campaign to increase presence on-site and attend more events in Vons territories

"Create marketing that intersects with a customer's lifestyle, needs, and interests." - Brian Halligan, HubSpot

CASE STUDY: Converse 100 Years IN 100 Days

Challenge

Incorporate the Converse brand into the celebration of the 100th Year of Indiana High School Basketball while celebrating Converse’s history and connection to basketball in the state of Indiana.

Solution

Created a multi-tiered event which traveled the state in the 100 days leading up to the Indiana State high school boy’s 100th basketball championship. Created the “Down Main Street” promotion that offered representation of the 100 Champion teams and culminated with an on-site celebration of past championship players.

Deliverables

  • Scheduled, organized and staffed a 100-day statewide Memorabilia Tour in the run up to the State Championship Game
  • Hosted the Parade of Champions through Indianapolis culminating with on-site visibility at Championship venue for client
  • Created Media, Public Relations and collaterals for three-month tour
  • Developed “100 Years of Indiana Basketball” Website and live internet broadcasts of parade and reception

Results

  • Increased awareness of Converse in their targeted audience of potential customers – today’s youth
  • Generated statewide media attention for a revitalization of the Converse and Indiana basketball connection
  • Leveraged the Converse brand with the “Cradle of Basketball”, increasing traffic to retail outlets throughout the State of Indiana

"Welcome to Indiana basketball." - Coach Norman Dale, Hoosiers

CASE STUDY: Navy SEAL Fitness Challenge

Challenge

Raise general awareness about Naval Special Warfare (NSW) and specific career opportunities for SEAL, SWCC, EOD and Diver

Solution

Created the Navy SEAL Fitness Challenge, a triathlon-like event, that utilized the five components of the NSW’s Physical Screening Test (PST) that candidates must pass to start SEAL training and attracted participants and spectators from diverse demographics.

Deliverables

  • Hosted nine regional events over a three year period beginning in 2006 (Boston, San Antonio, Los Angeles, Detroit, Chicago, Atlanta, Phoenix, Dallas and Seattle)
  • Created a local Public Relations plan to drive earned media
  • Deployed an on-the-ground Street Team to target specific hubs of interest and drive awareness and participation in the event
  • Designed SEAL Fitness Challenge www.sealfistnesschallenge.com website that included online event registration and training schedule

Results

  • Provided turnkey event management, public relations platform and all staffing needs for nine regional events, delivering thousands of participants and spectators
  • NSW expanded the number of BUD/S classes offered annually and credits the Navy SEAL Fitness Challenge events as part of the reason for increased interest in the SEAL community

“To keep the body in good health is a duty… otherwise we shall not be able to keep our mind strong and clear.” - Buddha

CASE STUDY: Safeway Bright Green

Challenge

Assist Safeway in the launch of a new line of environmentally-friendly household cleaning products, Bright Green, in key markets nationwide and establish a long-term connection with shoppers.

Solution

Execution of the “Bright Green Clean Team” campaign that traveled the country to allow one-on-one product interaction and testing in a unique and interactive way designed to drive traffic to Safeway stores, while increasing awareness and sales of the Bright Green line of products.

Deliverables

  • Deployed an on-the-ground street team to activate “Bright Green” street marketing in 13 targeted areas
  • Bright Green Clean Team cleaned local areas and distributed Bright Green and Safeway branded premium items with Safeway coupons inside, increasing traffic and sales at local stores
  • Coordinated with local youth groups to clean with reward-based incentives to win a “Clean School for a Day” prize where team would enter school and clean it throughout with Bright Green products
  • Developed an extensive public relations campaign in each market to increase exposure and drive earned media

Results

  • Distributed over 50,000 branded premiums and Safeway coupons
  • Created noticeable increase in Safeway in-store visits during and following campaign
  • Provided over $100,000 in earned media and over 10 million online, TV, radio and print impressions through the public relations campaign

"More importantly, earning media is about engaging with consumers on their terms and gaining trust based on genuine understanding.” —Daniel Goodall, Senior Marketing manager, Nokia

CASE STUDY: Army ROTC Influencer Campaign

Challenge

Increase general awareness for the Army ROTC program among influencers of the high school demographic and assist in developing long-term relationship between ROTC and the influencer associations.

Solution

Gain access for Army ROTC representatives to key influencers at Athletic Director and Coaches Conferences throughout the nation. Afford the ROTC officials a platform through which they could express the goals and benefits of the Officer Training programs provided in ROTC opportunities.

Deliverables

  • Established attendance at events in numerous states for clients with on-site booth space and logo presence in all conference materials
  • Afforded client with opportunity to participate and present at influencer events.
  • Created local public relations initiatives and social media efforts to drive earned media

Results

Army ROTC established relationships with an important constituency who could help deliver and explain the options afforded by a career or service in the military’s Officer Training programs to their key audiences.

“I find that, as a rule, when a thing is a wonder to us it is not because of what we see in it, but because of what others have seen in it. We get almost all our wonders at second hand.” ― Mark Twain

CASE STUDY: Safeway Select

Challenge

Raise awareness for Safeway’s private line of coffee, Safeway Select, and encourage initial trial in Portland Safeway stores.

Solution

Branded ambassadors walked the streets of downtown Portland wearing coffee dispenser backpacks, offering free samples of Safeway Select coffee to commuters on their way to and from work. Branded tents were also set up in various locations throughout the city as well as near Safeway stores to encourage trial and drive store traffic.

Deliverables

  • Coordination with the City of Portland for all required permits
  • Brand ambassadors distributing coffee from coffee backpacks and interacting with potential customers at the logo’d home base for the promotion
  • Coordination of radio remotes  with local radio stations
  • Work with local Safeway store managers on store displays and couponing programs
  • Aggressive public relations effort to accomplish a media-covered fire and police station visits

Results

  • Distribution of thousands of samples of free coffee as well as coupons and free ‘mini bags’ of coffee to Portland locals
  • Successful public relations campaign resulting in on-air mentions in both print and television media outlets

"More contact means more sharing of information, gossiping, exchanging, engaging - in short, more word of mouth." - Gary Vaynerchuk, author of "The Thank You Economy".