Big Nerd Ranch
Big Nerd Ranch teaches immersive app development bootcamps, writes a best-selling series of programming guides and develops apps that solve problems for companies. The company sought marketing and public relations help to highlight its expertise and grow awareness in an increasingly competitive market.
A communications plan focused on relationships, backed by comprehensive market research, reinforced a consistent message of expertise across a regularly-published blog, social media presence, media placements, speaking engagements, award entries, advertising, sponsorships, newsletters, events, printed materials and websites. The messaging was also shared, and made shareable, via visuals and videos.
Executing the integrated communications plan yielded:
- undisputed leadership as the go-to experts for app development and training
- monthly website traffic consistently increased year-over-year with more than 100,000 unique visitors each month
- a highly-engaged social media community increased 50%
- awards: Atlanta Journal-Constitution Great Place to Work; Atlanta Business Chronicle Best Place to Work (two consecutive years); Metro Atlanta Chamber of Commerce’s Mobility Star Awards and a Davey Award
- speaking engagements at trade events and conferences
- a regularly distributed newsletter that consistently brought open rates of 35% (against an industry average of 20%)
- media coverage included (partial list):
- 9to5 Google
- 9to5 Mac
- All About Android
- Atlanta Business Chronicle
- Denver Business Journal
- iOS Dev Weekly
- MacBreak Weekly
- Ruby Weekly
- Supersite for Windows
- Swift Dev Weekly
- Windows Weekly
As smartphones continue to dominate the cell phone market, Pantech Mobile, a wireless device manufacturer prepared to launch the Pantech Vybe, an affordable, easy-to-use quick messaging phone with a large touchscreen display, slide-out QWERTY keyboard and quick camera button.
With quick messaging capabilities, social media shortcuts and customizable homescreens, the Pantech Vybe was positioned as a great first phone for tweens and young teens who want an easy way to stay connected with their friends and family. To reach teens and tweens, and more importantly their parents, we executed a national influencer campaign around the Back-To-School season, targeting mom bloggers with tweens, as well as moms who blog about technology.
Pantech Mobile received millions of valuable media impressions for the Pantech Vybe through engaging 19 mom bloggers and influencers. Each blogger engaged with the product in her own authentic way, incorporating personal stories, photos and videos.
STIHL TIMBERSPORTS Series
As a non-traditional sport based on a traditional American pastime, the STIHL TIMBERSPORTS Series has captivated ESPN audiences with its extreme lumberjack competition for nearly three decades. To build upon the exposure generated from the live event series and national television broadcast, STIHL Inc. desired comprehensive, strategic and focused public relations support for its long-running sports property to generate national, regional and local media awareness.
We developed and executed an integrated communications plan for the STIHL TIMBERSPORTS Series that included media relations, event management, talent representation and media training, messaging and positioning, social media, content marketing, sponsorship activation and partnership coordination.
To rejuvenate this classic American extreme sport among targeted media outlets, channels, influencers and audiences, we showcased the novelty of it and gave media direct access to the competitors with live event exclusives, interactive media opportunities, human interest stories about the competitors and special demonstrations and appearances.
For five years, we consistently engaged media with fresh and compelling storylines, unique angles and timely pitches about the STIHL TIMBERSPORTS Series, the sport and its competitors to successfully secure substantial national, regional and local media coverage. We increased media placements year over year and the STIHL TIMBERSPORTS Series’ media coverage spanned sports, health and fitness, lifestyle, business, local, national, trade and special interest media.
National media highlights included:
- ABC World News Tonight
- The Associated Press
- The Colbert Report
- Fox News
- Men’s Health
- Mike & Mike in the Morning
- Popular Mechanics
- Sports Illustrated
STIHL TIMBERSPORTS Series
As social media grew in popularity among consumers and brands, the STIHL TIMBERSPORTS Series saw an opportunity to build a social community for fans to directly connect with the sports property and its competitors.
In 2009, we launched the online social community for the STIHL TIMBERSPORTS Series across Facebook, Twitter and YouTube. We developed and nurtured a community to directly connect fans with the sport and the competitors from a local to an international level. To bring the intense action to the fans and our community, we shared eye-catching imagery and adrenaline-pumping video, complete with wood-chips flying and axes racing. We produced exclusive behind-the-scenes photo and video content featuring past and present competition highlights, competitor testimonials and stories.
By the end of 2013, the STIHL TIMBERSPORTS Series boasted an online social community of hundreds of thousands of fans across Facebook, Twitter and YouTube. The online community experienced substantial growth and engagement year over year, even with a conservative budget for paid media.
Windsor Management Services
From 2010 to 2014, Windsor Management Services, a premier hotel management company that owns and operates full-service, focused, upscale branded hotels throughout the U.S., sought public relations support to bring a consistent focus on company changes and advancements to its target audiences.
Public relations support included penning press releases, targeted editorial coverage and media relations.
Strategic media relations efforts were focused around developing and disseminating timely news and story lines that included hotel renovations, leadership promotions, award citations and industry-leading RevPAR (revenue per available room). Careful inspection of the target audience showed crossover with the local business community, and resulted in developing partnerships with local convention and visitors bureaus, meeting planning groups, chambers of commerce, hospitality colleges and culinary schools.
Media relations focused on business, regional and national trade publications. Media placements were secured in local and trade publications including (but not limited to):
- Asheville Citizen-Times
- Denver Business Journal
- Denver Post
- Hotel Business
- Hotel News Now
- OCBJ.com (Orange County Business Journal)