When U.S. Digital Gaming (USDG), a technology platform that enables states and operators to manage every aspect of legally compliant online gaming, noted increased online gambling discussions taking place at the state and federal level, it sought out the agency to drive awareness of USDG as an industry expert. We positioned co-founder Richard Bronson as a thought leader, and USDG as leading the charge to legalize online gaming in the United States. We keyed into the news cycles and proactively developed relationships between USDG and its respective media audiences (consumer, business, technology, financial, governance, public policy, legal, gaming industry, etc.). Within the first 60 days, we secured an editorial briefing for Bronson and the Wall Street Journal, resulting in a full-length profile story.
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 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.
Frequently overshadowed by its more renowned neighbors up north, namely Sonoma County and Napa Valley, The Santa Barbara County Vintners’ Association (SBCVA) needed to find an identifiable brand for the region that would resonate with both wine connoisseurs and regional tourists. They asked the agency to unify the Association’s 62 vintners and wineries into a cohesive branding effort that included all collateral material, messaging and positioning that emphasized the region’s attributes. Additionally, targeted food, wine, lifestyle and tourism media were invited on familiarization trips and to SBCVA festivals and tasting events to explore the region’s offerings. The Santa Barbara wine region was put on the media radar map and noted by Decanter Magazine, Wine Spectator and Gourmet Magazine as well as national news and travel outlets.
It’s not easy to get the general public to stop and smell the roses, and it’s even harder to get them to take a look at the stars. So for the launch of Meade Instruments’ ETX-LS telescope at the Consumer Electronic Show (CES), we were tasked with generating interest in the first hands-off, self-aligning telescope among space and telescope enthusiasts, as well as general consumers. We leveraged celestial events and consumers’ innate attraction to technological advancements to reinvigorate interest in backyard astronomy. We positioned the telescopes as forging new frontiers in amateur astronomy and post-CES, managed a comprehensive media product review program. Among others, the earned media included features on the ETX-LS in Wired, PC Magazine, Popular Science, USA Today and CNN.
In today’s digital age, traditional marketing techniques are frequently underrated. With CMOs committing budgets against social media campaigns, other marketing tactics often fade into the background. Keller Fay Group, a marketing research and consulting company, tasked the agency with renewing market interest in its proprietary Word Of Mouth (WOM) marketing. To legitimize Keller Fay’s research findings and connect with its stakeholders, the agency established partnerships with the University of Southern California’s Marshall School of Business and automotive retail data site Edmunds.com, who assisted in gathering appropriate high-profile Fortune 500 marketing executives for presentations about the company’s insights around supercharging sales results. Through word of mouth, of course, Keller Fay was able to net direct business and thought leadership opportunities.
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.
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.
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.
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.