Heart disease has become the #1 cause of death for women. It takes a village to raise awareness that early detection screenings can save lives. Everyone Has A Heart Foundation’s “village” included partnerships with a major health institution, a cardiologist spokesperson, health care networks, local community clinics, women’s groups, religious institutions, and the collaboration of civic, business and community leaders to spread the word within their own spheres of influence. We created a Women’s Heart Day Health Fair, which offered free screenings and educational seminars. Notably, we partnering with the LA Unified School District to distribute more than 450,000 Valentine cards for children to bring home to their mothers, urging them to get heart screened. Shortly after, LA Metro came on board as a marketing partner.
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.
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.
The Santa Monica Pier, the West Coast’s last remaining pleasure pier, turned 100 years old. Its rich history conjured up nostalgia of a bygone era. When called upon to awaken memories, our agency brought it all back by engaging the surrounding community as well as national and international tourists as part of the celebration. We launched a nationwide online and offline media blitz focusing on the iconic pier’s legacy and its value for future generations, as well on a series of celebratory events such as the SideShow at the Pier, Schools Out!, La Monica Ballroom Redux and Centennial Day, to gain exposure and get a myriad of stories out about the pier. Social media outreach alone netted an estimated 3 million impressions plus 400 million media impressions.
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.
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
Developing a media relations campaign for The Keston Institute for Public Finance and Infrastructure Policy at USC came with unique challenges. Keston’s research and educational outreach activity was complex and far from palatable for mainstream media relations. We were tasked with positioning this non-partisan center as a thought leader in the advancement of knowledge, research and public policy advocacy for California and the nation’s public finance and infrastructure challenges. We identified timely and relevant infrastructure challenges and drew upon key learnings from the Institute’s forums, which often represented top players in state and municipal agencies, corporate executives and academic thought leaders. Keston has been featured on national broadcast news and public affairs radio shows across the country and become a much sought-after resource to local and state governments.
Making a film for a green cause requires an imagination…and talent. Long before it became common practice to crowdsource for talent online, we tapped social media to invite filmmakers around the world to enter Rain Bird’s Intelligent Use Of Water competition for the best short films that would portray the urgency of the global water scarcity issue. The experiential campaign included a microsite and digital communications to engage Millennials on Twitter, Facebook and MySpace. We tapped into online forums for filmmakers. Grassroots efforts included street teams sent to 40 schools nationally to promote the competition to students, film professors, and with the American Film Institute and American Cinema Foundation. We received 87 film entries in three months, showed finalist films at a guest-only LA event and awarded monetary prizes for top winners.
Actor Gary Sinise is perhaps best known for his role as Lt. Dan Taylor in the iconic movie “Forrest Gump” but also spends significant time serving and honoring our nation’s defenders, veterans and their families through his non-profit organization, the Gary Sinise Foundation (GSF). Operating in a highly competitive arena of supporting veterans and their families, our goal was to raise awareness of the GSF brand and generate market visibility. The focus was on the highly emotional topic of the widening care gap for returning war veterans. A media and thought leadership campaign propelled GSF into being a leading voice in providing tangible solutions to address this issue. A summit was held in partnership with the University of Southern California, resulting in concrete recommendations for solutions, sent to government, business and academic influencers, nationally.
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.
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.
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.
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.
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.
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.
Make-A-Wish Foundation® of Greater Los Angeles (MAWLA) needed to reconnect with its community and foster new marketing relationships and asked the agency for new concepts. We launched a 60-day campaign, entitled A Season of Wishes™, with experiential and visual elements, called “Wish It Blue,” (the Foundation’s signature color). We did a city-wide alert of the “blue” with a flip of a “virtual” switch turning major Los Angeles landmarks “blue”, including the famed Pacific Ferris Wheel, the Santa Monica Pier, the Queen Mary and the Vincent Thomas Bridge. We created an “influencers” group, the Circle of Wishes, to expand the campaign. MAWLA’s individual heart-wrenching kid-wish stories were spread across the media, with reporters interacting with the children and their families, capturing the stories live on local broadcasting.
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.
The challenge for Luxe Hotels was to design an experiential and lifestyle synchronized communications platform that was workable for both Luxe Hotels (branded properties) and L.E. Hotels, a collection of premier independent hotel properties worldwide, across 31 countries. Multi-channel digital communications streams had to work in concert with each other regarding overall positioning and messaging, and needed to be dynamic by design, addressing different audiences from various angles. The programming was designed to be foundational and sustainable, as the brand expanded. We implemented an overarching brand platform and specific programming per business unit, that included a Brand Share of Voice and Consumer Engagement as well as Partnerships and Quarterly Engagement, Influencer Marketing and Special Promotion programming that would be tied to seasonal happenings, news cycle or opportunistic events.
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.