Over the past 10 years in Washington State, motorcycle registration has increased by 74%. At the same time motorcycle fatalities increased by 164%. Washington Traffic Safety Commission wanted to reach out to motorcycle riders to remind them of the importance of safe riding in a way that was not preachy or accusing. We wanted the piece to look like it was coming from within the rider community and not just another message from the police. Martha worked closely with project managers at the WTSC to develop unique messaging and art direction promoting safer riding habits.
A full-day photo shoot with riders (we learned people who ride motorcycles are called "riders," not "bikers"). Descendants of Area 51, local police officers and Washington State Patrol volunteered their time and very shiny motorcycles for the greater good.
The campaign has been well-received by the riding and law enforcement communities. The brochures in motorcycle shops like Harley Davidson, are being picked up and read. We've gone to reprint 3 times and the WTSC tells us "they're flying off the shelves". Good news indeed for an important message which will save some lives.
It was fun to watch the riders and police officers interacting during the photo shoot. Generally there is a bit of tension between the two groups and both the riders and officers found it a bit ironic (but in a good way) that they were working together towards a common goal.
We would like to thank everyone involved at the WTSC and the volunteer talent who helped us make this such an award-winning project!
Problem
• Mega had been well-established as a regional leader in circles "in the know", however they had no-way to capitalize on their reputation and communicate effectively with their target audience.
• Lacking a cohesive brand, modern website and adequate trade-show presence Mega enlisted GCI’s help to remedy these weaknesses and close the communication loop between their company and their customers.
Action
Work began first on refreshing their primary shop logo and creating an alternate logo to brand their "Mega Arms" line of rifle components.
Here's the work we did for Mega Machine Shop
• Using their excellent company name and revised atomic-model logo, a fresh look utilizing custom photo manipulation, and lighting effects to create a totally unique (and absolutely appealing to their target audience) visual theme we call "plasma bursts".
• The "plasma burst" theme was expanded to effectively brand their new website. Primary functions of the website redesign: provide customers an accurate list of Mega product retailers (FFL laws prohibit Mega selling their products directly), enable interested parties to carry Mega products, promote new products with an online gallery of components & latest news sections and invite fans of Mega products to give the company feedback either via direct contact, or through their Facebook page.
• The last piece of the initial projects from Mega was to bring together a trade-show presence for their (first ever) visit to the SHOT show in Las Vegas, the largest show of its kind in the United States. GCI researched and delivered a direct-mail campaign to confirmed show attendees to build buzz about a new component Mega unveiled at the show. Their booth included a rack card and literature holder for attendees to take from the booth which GCI designed. The final icing on the cake were individually-wrapped mints that bore the Mega logo, and the message "Keeping the AR-15 Industry Fresh" with their website.
Results
• Mega Machine Shop enjoys a highly trafficked and visible website tallying an impressive 22,000 absolute unique visitors since the site launch in November 2009 which is roughly a ten-fold increase from their old site.
• They rank #1 in search for "Mega Machine" and "Mega AR" and several other related terms.
• Their investment in trade-show materials paid for itself within a month from orders generated both at the show, and increased top-of-mind awareness aided by the direct mail campaign (pre-show), receiving great media coverage while at the show and continued advertising months afterward.
• GCI continues to support Mega in their marketing efforts to further build their brand and expand their loyal customer base.
Some of their goals
• Have professional materials that were family-friendly, not corporate
• Differentiate themselves from their competition while still being clear that they offer all of the same options
• Offer transparency in their pricing and services
• Educate the public about the benefits of pre-planning a funeral
• Announce, with pride, their expansion to a second location in Lacey, WA where they will have an on-site, state-of-the-art crematory
Problem
• Death and funeral services are a highly sensitive topic – while disclosure is an objective, how much is too much?
• Many people respond to the name "Funeral Alternatives" with the idea that they only do cremations
• Some competition has identified themselves as the only locally owned funeral home, despite Funeral Alternatives also being locally owned and operated
• There is a fine line between family-owned looking hokey and professional looking too corporate for the client
Action
Here's the work we did for Funeral Alternatives
• Updated the Funeral Alternatives logo and positioning statement to include "Family Owned" and "Where the Choice is Yours" to begin the dialog about Funeral Alternatives providing every type of funeral service
• Run ads with the new, more professionally branded look to list the variety of services they offer and to highlight affordability and their full range of services (including, but not limited to cremation)
• Coordinate a shoot / photograph the Funeral Alternatives staff. Use photos to run testimonial ads about their commitment to serving families (create a personal connection with the community)
• Design and program a cleaner, more modern website to use as a resource for all of the details the public will need to know to make a decision about their funeral provider, but may be offended to see in an advertisement - Use imagery of Mt. Rainier and keep the design, more simple than we normally would to keep it family friendly and local to the South Sound rather than corporate (Partial Site launch scheduled for July 15)
• Running ads and e-blasts to announce the new location and its on-site, state-of-the-art crematory, focusing on loved-ones never leaving the care of the Funeral Alternatives staff rather than the equipment
Results
• Due to several variables, Funeral Alternatives is busier this year than last. (2009- served 360; Jan. – Jun. 2010- served 380)
• The community sees Funeral Alternatives as affordable and dedicated to the needs of families not to their bottom line
• Their staff is gaining additional community recognition
• The community is learning that Funeral Alternatives is expanding to Lacey to better serve them (more people will know once the scheduled chamber events and open houses we have suggested have taken place)
Problem
Healthy Future Pediatrics approached GCI a year before they opened their doors in 2005 to help build on the current patient base that would follow the owner, pediatrician Dr. Carl Lindgren, from his previous multi-physician practice, so his new, single-owner clinic.
• In keeping with their belief that good communication is essential to effective doctor-patient relationships, Healthy Future was looking for a way to reach out to current and future patient families by maintaining an ongoing open dialogue.
• The problem was that the new generation of parents they were reaching out to were not responding as well to the usual methods of advertising, such as newspapers, direct mail, the yellow pages and newsletters.
Action
Here's the work we did for Healthy Future Pediatrics
• GCI guided Healthy Future through all the steps of establishing a branded look and keeping to a consistent message.
• GCI created a unique look for Healthy Future that set them apart from other pediatricians in the area and emphasized their philosophy of prevention and highlighting their LEED certification.
• We created a logo, identification package and marketing & advertising plan as a foundation for their advertising outreach.
• We placed newspaper ads, created brochures, a website, and conducted community outreach.
• Additionally, GCI recommended a number of ways to connect with young parents through the new media available on the Internet including social networking.
For example, GCI helped Dr. Lindgren become a contender in the King 5/Evening Magazine "Best of the Northwest" competition which is conducted online.
• Patient families were notified via an e-blast (a quick, graphic e-mail message sent out to a large group of people) that Dr. Lindgren was in the running for the Best Doctor.
Hundreds of patients logged on to the King 5 website and responded with glowing remarks about Dr. Lindgren and his new practice. Dr. Lindgren placed second in the competition and GCI was able to expand on that success and use the many testimonials in other advertising pieces for Healthy Future.
• GCI also created a Facebook page for Healthy Future Pediatrics with posts about parenting classes, awards received, and other happenings at the practice.
Results
"Working with GCI is one of the best things I have done for my business. I recommend them highly. Carl A. Lindgren, M.D.
- Healthy Future Pediatrics"
• In the first year Healthy Future doubled their patient base and the practice continues to grow.
• Dr. Lindgren began with one nurse practitioner to help him and now employs three to cover the all the patients he has gained.
• Healthy Future’s web page is well trafficked.
• Their Facebook page had over 600 page views in the first 6 weeks and continues to grow.
Problem
• New Market Skills Center has evolved from a vocational school attracting mostly marginal and at-risk students to a state-of-the-art education facility offering Advanced Placement courses, college credit through Tech Prep agreements and internships for students who go on to college and become industry leaders.
• The problem is that few people know about New Market, and those that do view it only know it as a "vocational" alternative for students who are not college bound.
• New Market wants to change that perception and increase enrollment across the board, starting with their summer program.
Action
Here's the work we did for New Market Skills Center
• GCI recommended updating New Market’s branding by using graphics and colors that attract a younger audience.
• We redesigned three brochures that go out to students, parents and counselors highlighting the many Advanced Placement and Tech Prep courses New Market offers.
• We created hanging banners announcing registration times and arranged for them to be displayed across College Street, in Lacey and State Street and Capitol Way in Olympia.
• We sent an e-blast to counselors and key school officials several times leading up to registration week reminding them of New Market’s options.
• GCI provided outreach to counselors, principals, and the liaisons for the Fort Lewis community and South Puget Sound home school community.
• We placed cinema ads during the winter holiday when students were on break and going to the movie theaters.
• GCI also contacted the middle schools, to remind them that 8th graders were eligible for the summer school program at New Market.
Results
• For the first time ever New Market’s summer school program is completely full and the Fall program has more students registered than at any time before.
• It is on a trajectory to exceed all previous years.
• New Market has recently established a Foundation, which they hope will benefit from their increased recognition.
• All this is a first step to spreading the word that New Market Skills Center offers an excellent education and is an asset to our community.
©2011 GCI • Marketing & Advertising • Strategic | Creative | Brilliant
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WTSC - Winning a Davey while promoting safety