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Branding

Understanding a brand's DNA and crystalizing its core messages...

Showcasing The Power Of The US Navy Seabees

US Navy Seabee Museum

The second-oldest U.S. Navy museum, the United States Navy Seabee Museum, turned to the agency to create brand-new, high-quality informational videos as an added new element for its visitors, as well as to launch new social media campaigns and build an enhanced digital curriculum for students. To support the museum’s mission, namely to “select, collect, preserve and display” historic material of the Naval Construction Force (known as the Seabees), the agency created five videos featuring interviews and 3D-animated graphics as a showcase for guests and servicemen, alike. From showcasing the Seabees’ humanitarian work, to a deep-dive showcasing one of the museum’s specialty vehicles on display, these videos combined creative storytelling with video production capabilities to share with the general public today and for generations to come, the stories behind an impactful military organization.

Click here to view all five videos.

The Race to 2028

USA Triathlon

In anticipation of the 2028 Summer Olympic Games in Los Angeles, USA Triathlon became the first sport to begin preparations and training for the Games. As such, the team sought out the agency to build enthusiasm for their first Los Angeles-area race, the Legacy Triathlon. The agency promoted USA Triathlon’s news that it will launch a series of annual races in Long Beach on the very site of the future Olympic course – where the next generation of Olympians will be presented.

The agency facilitated several partners and supporters, including the City of Los Angeles and the City of Long Beach, and brought local, national and international media attention to the unveiling of the Legacy Triathlon, while also streaming to an online audience through Facebook Live.

Advocating for a Legacy

Bob Hope USO

As LAX and the City of Los Angeles began work on a massive multi-year capital renovation project, it was uncertain what would become of the Bob Hope USO LAX center. Servicing more than 100,000 members of the military a year, the center has become a flagship of Bob Hope USO and an important place for service members to rest and eat while traveling.

Working on behalf of Bob Hope USO, the agency initiated a long-term community-awareness campaign to build grassroots support for the center and to attract volunteers to help with its 24-7 operation. The agency coordinated media days around news cycles that focus on the military, such as Veteran’s Day, Military Appreciation Week, and Memorial Day with in-depth feature broadcasts touring the facility and driving interest in volunteering for the center.

An Earned Media Relations Campaign That Paid Off The Community

Water and Power Community Credit Union

An Earned Media Relations Campaign That Paid Off The Community Water and Power Community Credit Union (WPCCU), originally established for employees of a utility company, needed enhanced community brand awareness and visibility in order to expand its customer base. We conceptualized and executed creative experiential events: “Moolah Madness” was timed around tax day on April 15, and contestants could win all the cash they could catch in a minute inside a money machine; “Cold Hard Cash” was timed around the hottest days in the San Fernando Valley – Labor Day weekend – and contestants had to melt ice sculptures with their hands to find the cash frozen inside. And because new members can include those who need an adult co-signer, we also organized job fairs for high school students scheduled around graduation and “Homeruns-4-College,” a Little League home run derby that awarded scholarship money for 21 local students.

Helping a Municipality Integrate The Science of Wellbeing Into Government Policies

Santa Monica Wellbeing Project

The City of Santa Monica needed to better understand the community for more informed policies and community initiatives, but realized that it lacked the right type of data. So it set out to do something that had never been done before: integrate the science of wellbeing into the foundation of the local government. The core of the Wellbeing Project, the city’s winning entry in the Bloomberg Philanthropies Mayor’s Challenge, is a comprehensive index of analysis developed in partnership with renowned research firm RAND Corporation and New Economics Foundation. The agency worked closely with the project to distill and communicate the data for public consumption, consulted on website development and to assist in strategically implementing change within the city based upon findings. The launch of the index solidified the city’s thought leadership platform in sustainability and health and wellness.

Leveraging Speed Through Word of Mouth Marketing

Pocket Radar

The American public has a love affair with speed. We leveraged that “love” to engage consumers, and spark interest and demand for the one-of-a-kind speed measurement device Pocket Radar: the world’s only palm-sized, full-performance speed radar device. When it launched at the Consumer Electronics Show in Las Vegas, the dual messaging platform that we created had to resonate with two sets of audiences — professionals and everyday consumers. Pre-show, we sent creative media mailers to pique curiosity and generate word-of-mouth buzz. The product’s innovative technology, a break-through Doppler radar sensing and processing system, earned it a CES Innovations Honoree award, which was highlighted and leveraged to secure one-on-one interviews and post-show product reviews. The resulting coverage totaled 202,722,673 media impressions.

Launching a Financial Services Company in a Downturn Economy

Sage Group

The opportunity to work closely with a new business to develop all of their brand communications and marketing materials from scratch was an exciting one, but certainly not without its challenges. While the top executives at The Sage Group, an investment bank, were all highly successful in their previous positions, the new company was still a virtual unknown. The agency was tasked with positioning the company as a niche leader for middle market investment banks and a “go-to” source in a variety of markets for transactions ranging from $50-$500 million — right in the middle of one of the weakest merger and acquisition markets in history. Through proactive media relations, Sage has been featured nationally as a thought leader and continues to be successful.

A Corporate Rebranding and Repositioning

Rain Bird

Before the global water scarcity and drought crisis reached its present fever pitch, the 75-year-old irrigation manufacturer understood that it faced a potential environmental crisis perception — simply for being an irrigation company, which carried an implication of wasting water. The agency positioned the company as a thought leader in water conservation as it relates to the lawn and garden industry, and created a new campaign coined “The Intelligent Use of Water.” We developed a roadmap for a sustainable, multi-pronged program with multiple touch points that included industry white papers, bi-annual Intelligent Use of Water global summits, film competitions, awards programs, partnerships, grade school curriculums, Tournament of Roses Parade participation and more. Its position as an industry leader in landscape water conservation insights, was solidified.

An Influencer Program Helps a Startup Become an Industry Leader

Oversee

Developing a corporate image program for Oversee.net, a marketing network company, presented two unique challenges. First, we needed to manage its reputation as it moved from small startup to the next level of expansion. Second, we needed to position the company as a leader in the emerging, yet little understood, domain industry. We developed an industry white paper that established Oversee as a thought leader and the company with which “domainers” want to do business. A media campaign targeted influencers, investors and customers, highlighting Oversee’s proprietary technology prowess and establishing it as a “go to” marketing tool to monetize sites. Oversee was named to the Inc. 500 and also named “Internet and New Media Company of the Year” by the Technology Council of Southern California.

New Wave of Advertising

MGID

The face of advertising fundamentally shifted with the success of native advertising, but not without kickback from the industry. Native advertising pioneer, MGID, although globally successful, needed better access to the competitive US marketplace.  MGID had to first deliver the message that it drives authentic traffic to websites, ethically. The agency introduced them to the trade group IAB, where they worked with industry leaders on developing ethical and technical standards for native advertising.  Subsequently, we placed op-eds and articles in high profile advertising trades, to persistently combat negative stigma as well as position MGID as an expert on profitable advertising. We also leveraged MGID published data and survey results that keyed into entertainment trends for placements in that industry trades. MGID has grown to be a force of influence in the advertising marketplace and a thought leader on native advertising for advertisers, publishers, and consumers

Building a Global Luxury Hotel Brand

LE Hotels

Recognizing that in today’s marketplace, a global reach in sales, marketing and distribution is essential for any property’s success and growth. L.E. Hotels, a hospitality brand that represents a “limited edition” collection of independently owned and operated properties, reached out to the agency to create a program that would link all of its properties across 18 countries through a global marketing program, and support each individual property’s particular needs and challenges. The program included quarterly regional promotions, trade and local media relations, blogs, newsletters brimming with company and member news and travel/tourism trade shows, as well as social media and native advertising. We also sought out Millennial-focused media outlets and scheduled editorial desk side briefings as a way of maximizing the individual property’s visibility. 

Leading Health Care

Guidon

Guidon Performance Solutions (now Peppers & Rogers Group) tasked us with raising the brand’s mind and market share by leading the conversation around the insights that healthcare payers and providers needed in order to survive the tsunami of challenges from The Affordable Care Act. Our campaign positioned CEO Ron Wince as one of the foremost healthcare thought leaders on the patient-provider relationship, organizational change and agility. We targeted healthcare influencer media to create educational articles that could be leveraged on social media, and with clients and prospects. Wince was featured in USA Today, Bloomberg, Wall Street Journal and The New York Times. The media coverage and ensuing speaking opportunities led to new business leads and the market perception of category leadership.

Rebranding a Product To Redefine A Retail Category

Human Touch

When the nation’s leading supplier of massage chairs looked to us for a strategy to showcase the company’s newly re-branded consumer product division, we started by maximizing visibility of Human Touch and its award-winning HT-7450 Zero-Gravity Massage Chair at key technology and design trade shows that focused on wellness, design and technology. At CES and Las Vegas Market, we played into the weariness of trade show participants and attending media, and engaged national broadcast media outlets to take a moment to “experience” the H-7450 massage chair themselves.  Our national public relations campaign completely re-focused media perception of the product category itself — massage chairs — from just “simple comfort/luxury indulgence” to essential lifestyle,health and wellness.

Branding American Innovation

Equipois

When then-startup company, Equipois, launched the x-AR, the world’s first exoskeletal arm using zeroG technology best known from the Steadicam camera, we knew this could be revolutionary. It allowed users to maneuver heavy equipment as if weightless, thus minimizing workers’ fatigue and reducing injuries.  At the Applied Ergonomics Conference, we positioned the Equipois brand as a leader in American innovation alongside established companies such as IBM and its superhuman computer “Watson.” We engaged media with real-world examples where the x-Ar would boost efficiency and productivity, such as surgeons who would operate for hours without experiencing arm weakness; assembly workers in manufacturing plants who could speed up the process; and women who would now challenge muscular men in the handling of heavy tools with ease.

Launching a Flying Disc Into a New Consumer Category

Frisbee's 50th Anniversary, WHAM-O

When WHAM-O, makers of the beloved and universally popular Frisbee, wanted to move it from the toy category into a new Frisbee Sport line of products, the challenge was to reconnect with the hard-core Frisbee enthusiasts and create a brand new generation of loyalists eager to experience the spirit of the brand’s competitive roots. Rather than focus on athletes, the agency targeted parents and their young children and teenagers. We developed a family-focused media relations program, timed to peak during the key spring and summer selling seasons, and implemented a junior high school physical education Frisbee sport teaching curriculum, coordinated with the Ultimate Players Association. Midway through the campaign, the Association officially approved the Frisbee Sport Disc for match play.

Revolutionizing Online File Sharing

drop.io

Years before the “cloud” was even conceived, an ambitious entrepreneurial duo came up with a then-new online file sharing system and, in the process, practically launched the category. drop.io needed us to get word out in the marketplace — that online sharing was not only possible but that it would catapult change in the business landscape.

We sought out partnerships, business development and earned media opportunities that would fast track drop.io’s executive leadership team as industry thought leaders. The focus of our national media campaign was on trends in online file sharing and privacy issues. The ultimate indicator of the company’s success was when drop.io announced in October 2010 that it had been acquired by Facebook.

A Shift in Millennial Outreach

Destination-U

High school students have traditionally relied on college counselors to guide their futures. Enter Destination-U (D-U), an online higher education-matching service aimed at the mass college-bound Millennial audience that analyzed students’ unique needs and attributes. We needed to establish credibility for the developer and CEO, Toby Waldorf, a certified college consultant, as well as tout D-U’s innovative research and proprietary algorithms that made it a valuable tool. So we “piggybacked” onto national news about declining college graduation rates and conducted a satellite media tour, and developed a content strategy that included social media, digital and word-of-mouth communications and a mat release program focused on matching students’ personal college satisfaction metrics vs. searching just for traditional college attributes. We also penned several op-eds under Waldorf’s byline.

A Pledge to Eat Healthy Engages a Community

Eaturna

Shopping for healthy food products at the grocery store can be challenging, due to the overwhelming choices and often conflicting nutritional information. With the introduction of Eaturna’s chef-created, prepared food products, the agency was challenged to cut through the clutter of the competition, and create rapid brand awareness for Eaturna foods in one neighborhood as a trial. The “Eaturnalize your Neighborhood” experiential product launch focused on word-of-mouth marketing, signed pledges committing to healthy eating habits, “Partnership for Healthy Neighborhoods” street teams driving consumer trial, family-focused community events and partnerships where Eaturna food got tasted. Within 60 days, the entire neighborhood had been reached one-on-one and pledged to eating healthy.

Media Training a Healthcare Pioneer

City of Hope

As a leading cancer institute and a healthcare provider for more than 100 years, City of Hope pioneered cancer research into practical and effective treatments. While considered to be a pillar of the Los Angeles medical community, COH was out of touch with modern audiences and new communications platforms.  We developed a 10-week intensive training session for the communications and marketing staff to help bolster brand awareness with new audiences and modernize communication strategies and tactics. Our sessions focused on controlled messaging for digital content, social media and multimedia; identifying and segmenting target audiences; content creation; audience segmentation; and effective ways to leverage digital assets through video production, blogging, and influencer marketing.

A Family-Focused Product Launch Shoots For The Stars

Celestron

Considering that most individuals today spend more time on digital entertainment than on family conversations, the agency developed a kid-focused family lifestyle campaign to ignite renewed interest in backyard astronomy as a “well-spent family pastime.” With the launch of Celestron’s innovative SkyScout Personal Planetarium at CES, instead of just sending media new product pitches, we keyed into the mystique of the age-old question “what is that object in the sky?” while noting that this product could take the “mystery” out of the sky. The agency also leveraged national celestial events to generate curiosity in astronomy, as well as a Boy Scouts of America partnership to attract that particular demographic.

Changing Perceptions about Public Transportation

Commute 90067

More than 40,000 commuters drive through Century City every day, causing tremendous traffic congestion in Los Angeles. The Century City Transportation Management Organization (CCTMO) was organized by area business leaders looking to increase awareness of the benefits of alternative transportation.

We created a commuter’s resource platform, Commute 90067, and launched an awareness campaign about the benefits of alternative transportation for commuting. The platform efficiently charted out bus routes, paired carpoolers and organized vanpools.

The Commute 90067 campaign included traditional and digital advertising, transit and street pole advertising, street team marketing, incentives, and events. Additionally, we developed partnerships with commercial real estate companies and their business tenets to communicate Commute 90067 to their staff through meetings and incentive programs. The extensive awareness program enabled CCTMO to reach its goal of reducing traffic into and out of Century City by 12,000 cars.

A Birthday Party Becomes an Experiential Lifestyle Event

Luxe Rodeo Drive Hotel, Beverly Hills Centennial

When the city of Beverly Hills, renowned for its special glitz worldwide, turned 100 in 2014, it wanted to celebrate in a big way. A  block party was staged on Rodeo Drive, creating a family-focused experiential event replete with a commissioned birthday cake by agency client Luxe Rodeo Drive Hotel, created in partnership with famed pastry chef Donald Wressell of the Guittard Chocolate Company. The staggering 4,000-pound chocolate cake that depicted Beverly Hills City Hall and Rodeo Drive served 15,000 people, which generated hundreds of millions of earned media impressions as well as social media mentions. To build up momentum to that day, we “seeded” media stories, planned mini events, held a cake-tasting preview for media, showed off with a 3-D model of the cake design and shot a video of the “making-of-the-cake” — a time-lapse video that wowed viewers around the world when released.

Increasing Consumer Trial Through Experiential Product Launches

Brita, Clorox

The Brita Water Filter System, a portable water filter system from The Clorox Company, is a household name today. But back when it first entered the market, public confidence in tap water was at an all time low. Clorox retained the agency to pilot test the product in Southern California, with the goal of changing the behavior of bottled-water-obsessed consumers. Through an experiential sampling program and a specially designed “Brita Water Cart,” managed by a “Brita Water Patrol” that showed up where bottled waters did — at sports events, marathons, home shows, trade shows, etc. — coupled with our national media campaign focused on health and wellness, sales increased by 26 percent in nine months. Our product launch campaign had unleashed the powerful “word-of-mouth” tool.

Putting The Innovation Back into Backyard Water Fun

Bestway

Setting their sights on redefining backyard water fun, a category that had become mostly stale in regards to innovation, Bestway North America’s new H2OGO! brand of backyard water slides was poised to transform the industry. Their slides, equipped with an inflatable speed ramp that propelled riders on an 18-foot track ending in a super soaking in the splash zone and could also eliminate the “bellyflop ouch,” were the perfect trigger to generate the desired media campaign buzz. Targeting mom bloggers, national print, and broadcast media, as well social media influencers, the agency bombarded all with imaginative and inventive story angles and contests. The campaign triggered TV broadcast airings and radio segments, and increased engagement on social media properties and print and blog stories — generating over 104, 268, 341 media impressions in a period of 4 months.

Strategies for Controlled Messaging

Bel Air Investment Advisors

When Bel Air Investment Advisors, an industry leader in providing investment advice exclusively to high net worth individuals, families and foundations first came to the agency, their major concern was about controlling PR messages. A thought leadership platform was established that would allow for Bel Air Advisors to be viewed as a media resource. As such, through quotes, there would be more consideration for controlled coverage. The challenge was to identify what was the particular “own-able” expertise of each portfolio manager and match it with targeted media sectors; and then leverage it to the financial and business news cycle, building in the process, a base for long-term media relationships. The strategy worked. As breaking news in Bel Air’s sector’s crossed the wire and we were able to leverage Bel Air’s media reputation to present them as “the expert you want to quote.”

Exploring New Distribution Channels

Al & Ed’s Autosound

To broaden Al & Ed’s, California’s largest mobile electronic retailer, past that of a specialty retailer, we sought out cooperative brand partnerships that offered a new distribution channel for visibility. We designed multi-channel marketing programs that would reach audiences of both entities, and focused on raising awareness for high profile vehicle customization to support both new franchisees and customers. We secured a 2-year “Back-up to School Safely” program, where Ralphs shoppers who purchased 7UP products were automatically entered to win one of 50 Back-up Safety Cameras. As part of the promotion, Al & Ed’s ran safety clinics and displayed vehicles at prominent Ralphs locations. We also partnered with the California Highway Patrol, FREE-FM’s Adam Carolla Show, Santa Monica Subaru, Raging Waters and the Make-A-Wish Foundation.

Taming Computers

Crucial

Crucial.com, a division of Micron Consumer Products and a leading online retailer specializing in computer memory upgrades, needed to increase awareness of their do-it-yourself memory upgrade as an easy solution for computer problems that plague consumers on a daily basis. In Phase 1, we utilized consumer survey research, satellite and ground media tours, media mailers, infographics and aggressive media relations strategies, to speak to the computer-induced frustration and stress that results from an underperforming computer, with the easy solution, of course, offered by Crucial.com. In Phase 2, the agency commanded audience attention through creative campaigns such as “Love Your Computer”, “Get Tough on Your Computer”, and the nationwide search for the “Official, Unofficial Office Computer Go-to Superstar” – and resulted in over 100 million media impressions.

Driving Education and Awareness of National Public Gardens

National Public Gardens Day

National Public Gardens Day was all about fostering public programs, resources and educational initiatives to instill the importance of environmental preservation and landscape water conservation. In partnership with American Public Gardens Association (APGA), the agency created an annual National Public Gardens Day to inform of the vital role of APGA’s more than 500 gardens and arboreta in promoting environmental stewardship, plant and water conservation and education. On-the-ground agency partners were tapped in five markets to stimulate local interest and support a national media outreach program. On the pre-celebration day a Satellite Media Tour was launched together with a government outreach program and an expansive social media component. The result was a staggering. The 782 million media impressions promoted ecosystem management and the efficient use of water.

Digital and Content Marketing To Rebrand a Software Company

Docupace

Strict regulations, required compliance and data security concerns have kept financial services technology in the stone age, for innovation is very risky and costly. Docupace’s turn-key Straight-Through Processing product eliminates those challenges. The company needed to raise awareness with a very niche audience and tapped the agency to develop a long-term comprehensive public relations and digital marketing strategy that would rebrand it as a cyber secure and compliant financial tech firm. We redesigned and implemented a new website, coordinated an advertising campaign, built content marketing, including strategic native advertising, and launched a thought leadership platform — all targeting the C-suite of financial services. Docupace entered the marketplace en force and saw strong growth in the marketplace. Docupace became a trusted FinTech leader for financial services firms.

An Experiential Fundraising Campaign Mobilizes The Nation

USO

With more than 2.5 million men and women serving in the armed forces and more than 4 million family members, the troops and their families depend upon the USO for critical programs and support. While the USO thrives through donations from major corporations and strategic partners, the agency, as their agency of record, saw an opportunity to tap an under-represented source of income through grassroots individual fundraising. Events such as Barbecue for the Troops, (leveraging the quintessential summer backyard barbecue), and Dance for the Troops, targeting school dances and New Year’s galas, were designed to mobilize individuals into throwing fundraisers in their local communities. Each campaign was supported with media relations, strategic partnerships, and organizational outreach.

Influencing The Influencer

SANYO

When Sanyo Corporation tapped the agency to introduce their new Xacti Sound Recorder, we recognized that adoption without trial first would be near impossible; after all, the market was already flooded with recorders that claimed to be the best. So we targeted musical influencers to review the product and encouraged them to spread the word within their own networks to advocate for the product and brand organically. We reached out to musicians across all music genres, from rock to classical, music educators, songwriters and performers. After that, we engaged music fans and consumers through an agency-designed microsite and online contest. In just four months, 50 media outlets requested the unit for review well before the product even rolled out to market.

Branding California's Quintessential Beach City

Santa Monica CVB

The Santa Monica Convention and Visitors Bureau (SMCVB) wanted to brand its city’s as California’s quintessential beach city as well as a world-class travel destination. Moreover, it wanted to entice worldwide tourists to visit Santa Monica, and have them increase their visitors’ stay, thereby promoting expenditures and supporting local establishments. Specific programming for specific audiences was created, such as the “Fun in the Sun” and the “Endless Summer” as travel and tourism promotions; “Sandy Monica” Mannequin promotion, in support of the new Santa Monica Place opening; the “Surfing Santas” promotion in support of the holiday season; a “Blogger Beach Contest,” as well as group FAM Trips for culinary media, bloggers, among others. A media outreach blitz triggered 400 million national and international.

Helping Bubbles Break Through the Hotly Competitive Beverage and Appliance Spaces

SodaStream

When SodaStream wanted to reposition itself from home soda maker to a wellness product that spurs healthy hydration, we got creative, looking for ways to inject the brand into news cycles throughout the year. Just a couple from our first year: a Change.org petition calling for the inclusion of cannonballs and bellyflops in Rio 2016 Olympics that garnered more than 7,000 signatures and drove great visibility through news and social media. Then, during a moment of election exhaustion, we reminded consumers, “Presidential Candidates Aren’t The Only Ones Who Need To Drink More Water,” and supplied an infographic on the poor state of hydration in the U.S.” Together with ongoing media relations that inserted SodaStream into conversations about healthy hydration, the results are staggering – with media impressions in the billions.

Brand Development Through Thought Leadership

Carrington

Carrington Holding Companies, a B2B real estate and mortgage company, asked the agency for help in transforming their business model in order to reach an underserved market of home buyers — namely, those with credit challenges. We first created perception surveys to gain a greater pulse on this market segment. Based on reaped results, we broadened their Internet storefront to meet the needs of this new customer, which included instant prequalification, affordable payment methodology, engaging digital communications and a chat room for local insights and advice. Tapping their rich database of facts and figures, we developed an infographic that honed in on trends affecting the real estate and mortgage markets. Following a multi-media campaign in which Carrington was positioned as a thought leader for this market, the company achieved wide penetration into the underserved market.

Partnering With The Global Leader In Drip Irrigation

Netafim

The company that first introduced drip irrigation technology to the world over 50 years ago, needed to expand its presence in both traditional and new crop markets as farmers were increasingly faced with drought conditions and decreased access to water. Netafim looked to the agency not only to bolster its media relations and marketing programs, but also to pave the way for a transformation of the way the company positions itself and its product offerings. The agency has been instrumental in helping Netafim restructure its dealer incentive and marketing program, forge relationships with key agricultural and environmental influentials and academics, develop sales and marketing tools, as well as conceptualize and execute marketing and advertising campaigns for the landscape and agriculture divisions.

A National Partnership For Military Support

Bob Evans

Bob Evans Farms Inc., a leading producer and distributor of refrigerated and frozen convenience food items, was exploring ways of showing support for military members and their families while also strengthening its ties to the local community it serves. We were retained for the Bob Evans “Our Farm Salutes” program to partner with a military not-for-profit organization to further the brand’s goals of providing meals and donations to programs that support the military active duty, veterans and their families. We conceived the idea to paint its barn – an iconic symbol in Rio Grande, Ohio – purple, representing the color of all branches of the military. We also secured a partnership with The Gary Sinise Foundation and produced PSAs that featured the actor and director of the Foundation, as well as a campaign video. The purple barn visual attracted significant media attention with regional news and military media trade outlets.  Results from data surveys clearly indicated an uptick in favorability perceptions for the Bob Evans brand.