Agencies outline case studies

Agency: Pure
Client: Leggett & Platt

Objective: Partner with Leggett & Platt to create an industry demand for a new innerspring by informing consumers of product benefits via online branded entertainment to create brand advocates.
Background: Leggett & Platt is a diversified manufacturer that conceives, designs and produces a variety of engineered components and products that can be found in most homes, offices and automobiles. The company developed VertiCoil Edge, an innerspring that dramatically enhances the quality and durability of an innerspring mattress. Pure and Leggett & Platt creative staff members were then challenged with the following question: How do you make a bed innerspring interesting?
Strategy/media mix: An integrated online campaign targeting industry professionals and consumers with relational, entertaining messaging was used to increase overall impressions and foster relationships between viewers and the brand.
Film production: The Virgin Mattress Web series, which was written, filmed, edited and distributed by Pure, exhibits VertiCoil Edge’s product benefits through comedy. The series takes place in a mattress store and includes several humorous mattress-buying experiences. The series aims to appeal to a broad audience through pop culture references, awkward situations and relateble characters. The series was filmed on RED ONE Digital Cinema technology and was supported by a crew of production designers, vanity artists, lighting specialists and new media experts, all based out of Columbia.

Websites: Pure’s interactive team designed and built two websites for use in this campaign. The Virgin Mattress series website (www.thevirginmattress.com) is meant to draw people into the series through contests, behind-the-scenes content and series episodes. The VertiCoil Edge consumer-targeted website (www.verticoil-edge.com) allows consumers to search for the innerspring’s availability in their area after becoming aware of it through the series or another mechanism.

Mobile: Knowing that mobile entertainment consumption is rising, the team created two mobisites and an iPhone application to ensure the campaign experience could extend to any location. The Bounce-Per-Ounce Meter iPhone application emphasizes a particular product benefit and featured term in the series to create an entertaining app that measures the bounciness of a surface. This emphasizes that VertiCoil Edge-filled mattresses have five times the recoil of visco foam, which can truly be a consumer benefit in certain activities. The app is also useful in measuring airplane turbulence and other “bouncy” scenarios. To download the app, go to http://itunes.apple.com/us/app/bpo-meter/id397079019?mt=8

Social media: The Virgin Mattress campaign has generated the majority of interest in the Web series through social media channels such as its Facebook fan page, Twitter handle (@TVMSeries) and YouTube channel, which were all managed by Pure’s new media team. Behind-the-scenes and additional exclusive content captured during filming are distributed through these channels and give users reasons to laugh and relate to the overall theme of when to buy a bed. Some of the exclusive content includes an original song about a bed wizard and user-generated videos about why someone deserves a Virgin mattress.
Online advertising: To increase traffic by both industry and lay users, targeted online banner advertising with entertaining calls-to-action and rich media content is being placed on blogs, social and industry sites.
Agency: Visionworks Marketing & Communications
Client: Columbia Public Schools: (u)matter

The challenge: Columbia Public Schools wanted a campaign empowering students throughout the district to abstain from taking drugs, drinking alcohol and participating in other dangerous behaviors. Although it’s typical to use scare tactics and negative statistics to deter substance abuse, the school district liked the idea of utilizing a positive social norm message to assure students a majority of their peers did not support or participate in these destructive behaviors.
The plan: After developing a fun logo relevant to students of all ages, Visionworks built an interactive online forum offering opportunities for student and school input. A cohesive sequence of marketing pieces, such as brochures, window clings, table tents and posters, were placed in prominent establishments around the community to positively promote the importance of avoiding substance abuse and making good decisions.
The performance, the results: Visionworks built a website designed to be a resource for the community. Through this interactive site, students were able to submit pictures and stories about their experiences, respond to a monthly blog written about important issues concerning teens and search a calendar for upcoming events as alternatives to drugs and alcohol. The site needed to speak not only to students, but also to parents, teachers and the public. Posters, table tents and window clings were distributed to establishments around the area. Brochures were available for students and outlined how they could stay drug- and alcohol-free, avoid participating in negative behaviors and find helpful information on the website. Visionworks continues to work with Columbia Public Schools on the (u)matter campaign to promote empowerment and a positive outlook for Columbia’s youth.
Agency: Woodruff Sweitzer
Client: Pop’s Authentic Handmade Artisan Meat Snacks, Jennings Premium Meats, New Franklin, Mo.

Challenge: Jennings Premium Meats was interested in entering the market with direct distribution of a branded meat stick product or jerky. Jennings challenged Woodruff Sweitzer to assist them in name, logo and package development. Handcrafted from lean cuts of locally sourced pork and beef, Jennings had the capability and opportunity to compete with major players in the category.
Strategy: Woodruff Sweitzer conducted an analysis of the competitive landscape and market research and built an authentic brand that stayed true to its roots. The agency created the Pop’s Authentic Handmade Artisan Meat Snacks brand based on the founder of Jennings Premium Meats, Oscar ‘Pops’ Jennings.
Based on the competitive review and target demographic, Woodruff Sweitzer created the logo, label, packaging, point of purchase displays and website to launch the product. Through search engine optimization, social media outreach and event sponsorships, Pop’s Authentic Handmade Artisan Meat Snacks entered the market with high acceptance and has exceeded sales projections.
Results: Since the launch of the product, more than 115 regional convenience stores are distributing Pop’s Authentic, and the logo design won a 2009 ADDY Award.
Agency: Word Marketing
Client: The Revolution Church

The challenge: The Revolution, a non-denominational church serving more than 200 people in mid-Missouri, began public services in January 2006. At the onset of The Revolution Church/Word Marketing relationship, three goals were set to pave the way for growth.
The Plan:
1. Design a name and brand: Word Marketing designed the name and brand concept for The Revolution Church.
• The name Revolution means “a sudden complete radical change” and “to go around the earth.” The name and brand concept incorporates the core culture idea that the church is not a building; the church is people who make a difference outside the walls of a building.
• Sub-brands were created with the same philosophy, including Revolution Kids 360 and Revolution U.
2. Build awareness of Revolution Church brand in the marketplace: Word Marketing designed The Revolution logo.
• Conceptualized and designed the strategic visual aspects. Word Marketing produced brand campaigns, produced and placed radio and television ads and designed and placed billboards.
Word Marketing designed The Revolution website in 2006 and redesigned it in 2009. (www.revolutioncolumbia.org)
• Added new features in the Web design including opt-in for text messages and online podcasts of services; caused traffic and Web clicks to increase.
3. Provide internal marketing to get everyone on the same page: Word Marketing devised and implemented a comprehensive internal marketing plan.
• Conceptualized and designed a sub-brand called Revolution U, which includes management and leadership training material with bi-annual classes to increase staff awareness and to assist in training, policy updates and overall communication. Revolution U also provides a growth program for members who want to advance in leadership.
• Conceptualized and designed a sub-brand called Revolution Guest Connections along with a portable Guest Connections kiosk location for ease of communication with guests and new members.
• Conceptualized, designed a produced a Revolution Guest Connections video and DVD given to guests that outlines the structure, vision and plans for The Revolution Church.
• Designed a Guest Service training program including initial presentation, meeting focus points and regular checkpoints for managers and directors.
The performance, the results: All efforts are designed to provide The Revolution with a consistent brand that accurately represents the church as its growth continues. The Revolution Church has seen a noticeable increase in awareness throughout mid-Missouri and is experiencing greater team growth every year. The Revolution Church began in 2006 with four adults and nine children and has expanded to attendance averaging 200. The Revolution Church is based at Stoney Creek Inn and is nearing completion of a year-long project to locate and obtain a permanent location.