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Public Relations Case Study

Public Relations Case Study
Portfolio
Public Relations Case Study
Public Relations Case Study

Public Relations Marketing

Case Study

 

Client
DEFY
Date
23 February, 2016
Vertical
Entertainment

The Market

Professional wrestling is a hugely popular form of entertainment. It’s watched by up to 15 million people in the US each week; attracts more than 2.3 million attendees to events around the country each year; and generates almost 700 million dollars for World Wrestling Entertainment, the company that all but monopolizes the industry. Despite the dominance of WWE, there remains strong grassroots interest in pro wrestling, especially in regions like the Pacific Northwest, where fans are lucky if there is one major event a year, and where, until recently, local regulation made it all but impossible for independent promoters to stage smaller events.

For the last several years regional demand for live professional wrestling has been met in part by touring shows, such as Lucha Libre, that combine comedy and music with more traditional wrestling, but there was no permanent option for Puget Sound wrestling fans. That’s where DEFY comes in.

 

The Client

DEFY’s creator wanted to do something that had never been done in the Northwest before: Establish a regular series of exhibitions that were part pro wrestling, part nightlife experience. Using both his connections to the local wrestling community, and his background as a creative director, he was able to secure commitments from notable performers — including former WWE Superstar Cody Rhodes and dynamic local wrestler Shane SWERVE Strickland — and develop a strong presence online and in social media that successfully engaged the region’s hardcore wrestling fans.

What DEFY needed, was an integrated approach to producing the events, attracting sponsors, and presenting the series to the media in a way that appealed to people beyond its’ core audience.

The Solution

1205 recognized the potential of an event series like DEFY immediately, and got involved almost from the beginning, helping to shape it, and providing a range of services that included:

  • Scouting suitable locations
  • Securing liquor and other event sponsors
  • Identifying charitable partners
  • Hiring and managing event staff
  • Spreading awareness via a targeted guerrilla marketing campaign
  • Arranging press opportunities for wrestlers performing at DEFY

After a successful inaugural event 1205 also began executing a PR strategy designed bring a wider audience to DEFY, by engaging select members of the media, and driving attendance by influential members of the community.

 

The Result

DEFY’s early shows were an unqualified success, selling out, and — thanks to Cody Rhodes’ antics in the ring — earning national media attention. The positive attendance allowed DEFY to schedule  additional events throughout 2017, and 1205’s efforts resulted in overwhelmingly positive local media coverage from outlets like the Seattle Weekly which raved that “in just six months, DEFY has emerged as a unique and credible attraction for pro-wrestling fans”. And that’s just the beginning.

Integrated Marketing Case Study for Online Decor Business

Integrated Marketing Case Study for Online Decor Business
Portfolio
Integrated Marketing Case Study for Online Decor Business
Integrated Marketing Case Study for Online Decor Business

Integrated Marketing

Case Study
Client
TemPaint
Date
23 February, 2016
Vertical
Home Decor

 

The Market

For small interior design merchants, single product suppliers, and consultants, maintaining a brick and mortar storefront just doesn’t make sense anymore. Getting ahead means being able to offer your product to a national audience. Nailing your business’ online presence is absolutely vital to success. Yet so many small companies only take advantage of around 10% of digital tools available to them and struggle to access new markets while drive continued growth.

The Client

Like many small businesses, TemPAINT started with a single product – a unique peel-and-stick paint alternative, perfect for interior design fanatics, DIY hobbyists, apartment dwellers, and anyone who wanted the look and feel of new paint with none of the mess. In order to make the brand’s logistic manageable, the company began by selling through the Amazon Marketplace where orders could be filled automatically.

When we first met with TemPAINT in August of 2015, the team had build a strong word-of-mouth revenues including an engaged fan base, but wanted to take the business to the next level. They knew that to accomplish this, they would need to grow their digital footprint including an updated website and expanded social media presence.

The Solution

The 1205 team started by meeting with the team to understand their goals, best practices, and voice of the brand. 1205 began managing the businesses social media presence, including regular posting and engagement with fans through Facebook, Instagram, Twitter, and addition of Google My Business property. Social automation strategies helped drive audience development as we took the next steps.

Our next task was to build a visually attractive website that showed off TemPAINT’s product line. The 1205  team began by working with the business’ executive team to build a creative brief around, design, and develop an extremely modern website featuring pages that showed off the company’s product line, story, affiliate opportunities, customer project gallery, and content engine. In order to maintain the business’ Amazon driven supply chain our developers utilized a unique ecommerce feature which allowed customer to browse and shop on the TemPAINT website, but transferred the customer to Amazon for check out.

1205 Marketing continued this progress by working with TemPAINT to build an onsite automation that gave first time visitors to the site a 20% off discount for subscribing to the company’s seasonal newsletter. Seasonal mailings include content like sports themed designs, holiday oriented content, and lead magnets that further built the business’s online following and developed brand evangelism.

Creating key word driven content on the businesses blog, users who had never heard of the product were now able to discover it through blog posts that focused on interior design and DIY topics such as “How to pick colors for small spaces” and “Ways to add to your spring cleaning”.

The Result

By June of 2016 unique monthly visitors to the business’ website shot up three times. With their base of operation now, the company’s website showed up before Amazon, for the first time. Social media audience has grown quickly and

Got a interior design project that involves a new coat of paint? Visit TemPAINT’s redesigned website and get going on creating the space you’ve always wanted.

Social Media Case Study

Social Media Case Study

Social Media Case Study

Social Media & Search Strategy

Case Study
Client
Heartwood Provisions
Date
23 February, 2016
Vertical
Food & Beverage

The Market

Seattle is one of the fastest growing cities in the United States.  In addition to stunning views, lots of outdoor activities, and a rich cultural heritage, the area’s Pacific Northwest flavor profile offers stiff competition for new brick and mortar restaurant concepts looking to make an impact. A solid digital foundation is more important now than it’s ever been and can be the difference between customers spending money with you or your biggest competitor.

The Client

When “Consolidated Restaurants”, a well-known and successful Seattle area restaurant group wanted to open the newest of their six on-premise dining concepts, they knew they needed to hit the ground running. The business had engaged in various digital marketing activities with their other five locations, but saw an opportunity to leverage online marketing tools to build prelaunch buzz in a way they had never done before. Heartwood Provisions turned to 1205 Marketing to help begin building their digital footprint.

The Solution

Almost six months prior to opening day, 1205 met with Consolidated’s executive team to began scoping the new restaurants content strategy, branding, and voice.  Our PM first met one-on-one with the business’ other stakeholders, including web development and public relations teams to sync campaign strategy and benchmarks.

1205 knew that for high-end restaurants, content is the name of the game. We began by working to set up a powerful content engine for Heartwood’s new website. Building a TOS driven blog that focused on many of the core ingredients, processes, and terms that created subject matter expertise around food and food lovers helped to tell search engines what the site was about.

Digital prelaunch included optimized set up of the business’ social media, reputation, and management tools like analytics and My Business. Our team ensured that all accounts had a congruent set of citations, each platform was verified through the businesses website, and that each channel was integrated to the next. These “best practices” help ensure that Heartwood was optimized for local SEO and social sharing – two key components for local brick and mortar businesses.

1205 worked with the restaurant’s marketing team to build and utilize an editorial calendar, create workflows around the business’ onsite content engine and generate professionally curated multi media. We continued by working directly with that team to understand best practices around publishing to social media channels such as Facebook, Instagram, Google+, and YouTube – how to post, engage, and follow up.

The Result

With over 25,000 unique visitors to the location’s web site and a combined four and a half thousand social media engagements in just six months, it’s clear that building an effective online presence has been vital to the business’ growth. We’re happy to say that Heartwood Provisions opened its doors to the public in February of 2016 to critical acclaim.  If you’re in Seattle, be sure to stop by and make a reservation.

The restaurant businesses is notoriously difficult to succeed in and with an almost 90% failure rate, it’s more important than ever to get a head start. Adopting the kind of digital marketing strategies the professionals use is easy with Vox. We help grow digital word-of-mouth through social media, search optimization, and reputation management.

Inbound Marketing Case Study

Inbound Marketing Case Study

Inbound Marketing Case Study

Inbound Marketing

Case Study
Client
Special Olympics Washington
Date
23 February, 2016
Vertical
Non Profit

 

The Market

 

Americans donated $390.05 billion (or 2.1% of GDP) to nonprofits in 2016. Washington residents give $4.4 billion to charity each year, representing 3.08 percent of household income, and state nonprofits employ 211,400, over 9% of the state’s workforce. In addition to paid staff, nonprofits in Washington State leverage volunteer hours valued at over $5 billion per year. 30.6% of Washington residents volunteer, placing us in 16th place for volunteering nationally.

 

Washington’s 17,000 active 501(c)(3) nonprofits generated 32.4 billion in total revenue in 2016, the vast majority of which, almost 75%, came from program service fees, while only 20% came from individual donations, grants, etc.

The Client

 

Special Olympics is a major charitable organization, with 220 national and U.S. state programs in 169 countries. It is dedicated to changing the lives of people with intellectual disabilities through sports and other programs. Over 3.5 million athletes compete in, Special Olympics programs around the world, with support from over 1.7 million volunteers.

 

Special Olympics Washington (SOWA) is a registered 501(c)(3) non-profit organization supported entirely by individual, corporate and foundation contributions. Athletes participate at no cost to themselves or their families. More than 17,000 athletes participate in SOWA activities, and more than 8,000 volunteers give their time to the organization.

 

SOWA is divided into several regions, and stages hundreds of events each year at the local, regional and state level, allowing athletes with intellectual disabilities to participate in sports ranging from track & field, to soccer, golf and stand up paddleboarding.

 

SOWA relies on social media to help increase athlete participation in SOWA events; increase volunteerism; and generate charitable contributions that help fund SOWA’s mission, but needed help doing it a way that both respected the needs of the various stakeholders (regional and program leaders, athletes and their families, coaches, etc.), and was in keeping with the organization’s overall marketing strategy and standards.

The Solution

 

1205’s first step was to begin managing SOWA’s website and social media presence, including regular posting and engagement with athletes, volunteers, donors, and other supporters through Facebook, instagram, and Twitter.

 

The next step was to develop, in conjunction with SOWA staff, a workflow that would turn their existing calendar of events — the most frequently updated section of their website, and the function around which the organization is built — into an effective content engine. This involved:

 

  • Creating a process that encouraged event stakeholders to contribute to digital marketing efforts.
  • Training staff to identify potential conversion points throughout the event marketing process
  • Streamlining some of SOWA’s internal communication and information sharing systems.

 

Finally we were able to build an aggressive editorial calendar that leveraged SOWA content via layered campaigns, each with their own KPI (recruiting athletes or volunteers, etc.), across the organization’s various social media channels, all with the goal of creating unique and engaging stories that also furthered the objectives of any given event.

The Result

In the first two months 1205 worked with SOWA, their overall social engagement across Facebook, Instagram, and Twitter increased by almost 10%. There was a similar rise in organic Facebook likes, and an almost 50% increase in website traffic from social media.

Going forward, 1205 will use further analytic tools to help SOWA refine their online marketing campaigns, and will guarantee at least a handful of new volunteers at future events by donating some of our own time to this inspiring organization.

Social Media Case Study

Social Media Case Study

Social Media Case Study

Social Media Marketing

Case Study
Client
Alchemy
Date
23 February, 2016
Vertical
Restaurant

 

The Market

Seattle is known for a couple of things and being one of the fastest up-and-comer’s for incredible food and drink is one of them. With over 500 new restaurants opening in the Puget sound area over the course of 2017 however, both competition and standards are high. In order to get noticed you have to create a name around your brand and quickly establish what it stands for.

The Client

In winter of 2017, the F2T Hospitality Group, was opening their third Seattle based venue for food and drink – a craft cocktail bar with small farm to table bites in the heart of West Seattle’s “Junction neighborhood”. The new space was to be a chemistry inspired cocktail lounge, dedicated to the science of mixology. Many of the bar’s signature cocktails included  ‘nitro muddling’, home grown tinctures, house infused spirits, and more.

West Seattle has always been a tough nut for ‘premium’ businesses to crack however and generating positive word of mouth was going to involve as much engagement with the neighboring community as promotion.

Alchemy needed a hyper-localized content strategy that emphasized their passion for high quality ingredients and Pacific Northwest flavors that would allow them to compete with the best cocktail bars in the country, while still feeling inviting to their friends and neighbors. They needed to be seen as an aggressively local establishment that cared about the neighborhood and wanted to be part of its ongoing success.

The Solution

To start, our team setup and optimized Facebook, Twitter, Instagram, and Google My Business channels, including linking all accounts together and ensuring that contact information was indexable. This established the business on the best possible footing with search engines and helped set them up to be found through generic local searches, such as “restaurant West Seattle”.

After several discovery sessions with Alchemy’s bar and kitchen leaders, we begin working with the company’s photographer to generate food and drink content ahead of opening, in order to give potential customers a taste of what was to come.

Our team began posting content and engaging with community members almost 90’s prior to opening. In the course of that engagement 1205 answered questions from local community about what type of venue this would be, what the menu would look like, followed up on potential reservations, and more.

Aggressive social advertising was used to amplify organic content beyond the local area. This included beautifully curated shots of items from the venues upcoming menu, historical background on key players in the kitchen and behind the bar, content from external sources that closely matched the client’s aspirational goals, and more.

The Result

Alchemy gained solid footing in all their desired markets in the run up to opening. This included press from localized publishers like the West Seattle Blog and King 5 News, all the way to nationally recognized food and drink media outlets, such as Eater and Thrilist. Before opening day, the venue had accrued over 64,000 engagements across all channels, including some four thousand Facebook followers earned through shared and paid content.

The restaurant itself opened to unanimous applause (and two weeks’ worth of reservations), winning praise from local West Seattleites as well as local food and drink critics from around the Pacific Northwest. 1205’s ongoing engagement with the business’ potential customers base signaled that the business was run by a local who was committed to maintaining the vibe of the neighborhood and showed subject matter expertise about high end food and drink.

In addition to general marketing, 1205 helped smooth over usual opening week challenges and engaged potential customers by dealing with any difficulties making reservations, quickly and directly. Our team helped push customer reviews over both Google and Facebook reviews, following up on every one with a statement of appreciation or follow up communication to investigate what could have been better.

Alchemy continues to help set the standard for craft cocktails and farm to table food in the Pacific Northwest thriving in a neighborhood previous contenders had found it challenging.

Product Marketing Case Study for Financial Institution

Product Marketing Case Study for Financial Institution

Product Marketing Case Study for Financial Institution

Product Marketing

Case Study

 

Client
Inspirus
Date
23 February, 2016
Vertical
Financial

The Market

Retail credit unions are a $65 billion industry that employs almost 300,000 people in the United States. Recently however, regulatory changes and historically low interest rates, have made the industry more competitive than ever, not only between credit unions, but also from other financial institutions. As a result credit unions are turning to technology, both to reduce costs, and maintain customer satisfaction,

The Client

Inspirus Credit Union is the former School Employees Credit Union of Washington. Founded as Washington Teachers’ Credit Union in 1936, the institution has been a trusted financial partner for educators for nearly 80 years.  In August 2015 the credit union changed it’s name to better reflect its’ recently updated mission, which focuses on giving back to the educational heroes who inspire excellence throughout the state’s classrooms. It also recognizes that the credit union’s membership has expanded beyond school employees and now includes parents, students, volunteers, and everyone who celebrates the transformative power of learning.

Inspirus needed a way to educate its’ current members about the name change and the updated mission, as well as to encourage members to embrace the new technologies adopted by the credit union. Most importantly, it needed to do it with scaring customers away, or simply confusing them.

Unfortunately, Inspirus faced one serious challenge: 75% of their members (80,000+) were over the age of 55 and did not use online banking, but instead used branches for ALL their transactions.

The Solution

1205 started by producing an internal reveal of the credit union’s new name, mission, logo, services etc. The event was designed to promote buy-in among the employees, and to encourage them to engage with customers about the changes at the Inspirus, specifically the shift to online banking — we accomplished this by creating a range of promotional materials, including custom cookies with the new logo; logo embroidered shirts; and a “new mission survival kit” with bandaids, Aspirin, and sunglasses, meant to ease the pain of the transition, help them peer into the credit union’s bright future.  

1205 sent out individual mailers to current members that educated them about Inspirus’ new online banking services, and included an RFID Credit Card Sleeve to help allay any fears they may have had about security. To further assist with community outreach we produced bright orange coolers, tote bags, luggage tags, pens, and more, which Inspirus reps handed out at trade shows, community events, etc.  All the items were bright colored to highlight the credit union’s bright new future.

Product Marketing Case Study

The Result

Since their rebranding the number of customers signing up for online banking has exceeded the credit union’s goals; their deposits have grown by 8% and topped 1 Trillion dollars for the first time; and they opened their first new branch in a new city in 28 years.

Inspirus was also named one of the 10 Best Credit Unions in Washington and widely praised for its’ emphasis on technology, and commitment to giving back.

Out of Home Marketing Case Study for Fashion Client

Out of Home Marketing Case Study for Fashion Client

Out of Home Marketing Case Study for Fashion Client

Out of Home Strategy

Case Study
Client
Spy Optics
Date
23 February, 2016
Type
Out-of-Home

The Market

Including frames, sunglasses, and contact lenses, the total eyewear industry is worth roughly $90 billion, and is projected to hit $140 billion by 2020. Of this market, sunglasses represent 40% of the total purchases. According to Forbes, because the overwhelming majority of sunglasses are manufactured by the same company and are generally the same, branding has been critical for success in the industry. With so many companies providing a similar product and value proposition, often what distinguishes one from another is its ability to sell itself. Branding is often the determining factor and difference between a company’s success or failure.

The Client

SPY Inc. is a Southern California company that designs, develops, and markets products for the action sports and youth lifestyle markets. The Company’s principal products include sunglasses and goggles. Their challenge is to differentiate themselves in key west coast markets, particularly among their core demographic of 21-35 year-old males. To do so they conceived of an aspirational, yet ironic, campaign aimed at “Bros”, which was built around assets featuring action sports, fashion, beer, and other lifestyle elements important to both SPY’s brand and their customers.   

The Solution

In order to leverage SPY’s existing marketing efforts, 1205 conceived of a layered out-of-home campaign in three cities — San Diego, Denver, and Los Angeles —  that would target SPY’s potential customers in their cars, on the streets, and in their favorite bars. This campaign called for: leasing 9 billboard locations; distributing 20,000 coasters to a targeted list of  brewpubs and beer bars that we curated; and a month long wildposting campaign that featured at least 20 locations in each city.

The Result

SPY’s campaign as a whole received coverage from a wide range of media; from action sports outlets (Racer X, Transworld Motocross), to eyewear trade publications (Vision Care Products News), and lifestyle magazines (The Chive). And 1205’s out-of-home campaign in particular generated strong word of mouth on social media — one post featured an image of a SPY coaster on a table in the foreground, and a billboard in the background — as well as strong reactions to a massive poster installation near the company’s headquarters.  This success demonstrates that 1205 integrated approach to marketing is an effective, and exciting, way to reach customers wherever they are.

Integrated Marketing B2B Case Study

Integrated Marketing B2B Case Study

Integrated Marketing B2B Case Study

Integrated Marketing

Case Study
Client
bLoyal
Date
23 February, 2016
Vertical
Software Developers

The Market

Consumers spend over a trillion dollar a year on product and services based businesses ranging from restaurants and bars to pet supply stores, healthcare products, entertainment, travel, and more. Competition is at an all time high and brick and mortar retailers must now go toe to toe with online giants not just on price, but accessibility, engagement, and ability to launch highly targeted marketing efforts that speak to their customer’s individual tastes and lifestyle.

The Client

bLoyal, a SaaS company based in Redmond Washington, helps retailers from around the world build relationships that scale, with omnichannel loyalty programs that drive consumer retention and lifetime value.

The client, a ten year veteran of B2C software products had built a strong following in the direct-to-consumer wine vertical, but after  years refining their software were searching for a way to reach a more broadly defined audience that included businesses trying to attract customers in specialty retail, travel, and even finance.

bLoyal needed to come up with a way to significantly expand the scope of their client base in a way that established themselves as players in the top tier of software developers for product and service based clients, in the line of brands like Hub Spot, Marketo, and Sales Force.

The Solution

After scoping the client’s desired goals, the 1205  team got to work on a five prong integrated marketing strategy designed to build the company’s profile as a leader in the consumer retention marketing and customer loyalty space. Each arm of the strategy, including branding, web, content, and advertising, was designed to leverage the next in a way that amplified bLoyal’s subject matter authority and name recognition.

Branding & Design

Our brand team got to work by building a comprehensive profile for bLoyal clients, asking

  • How do bLoyal client’s see themselves? As powerful executives? Savvy Entrepreneurs?
  • What’s most important to them in a software product? Power? Ease of Use?, etc.
  • Which feature of the company’s technology is most intriguing or useful to them?
  • How do they want to feel about companies they do business with?

An extensive strategy process included reproductization of the client’s core  offerings to match each of the four newly established buyer personas .

Our team went through an iterative branding process, working carefully to understand which voice would appeal to the widest circle of potential clients. After having developed core assets from pencil and paper drawings, we created a full style guide in which we defined the customer’s logotypes, icons, font stacks, color schemes, and use guidelines.

The branding process culminated in a fully stylized brand book that laid out the company’s, mission, core values, visual voice, tone, and other core identifiers.

Web

The company’s website would represent the backbone of it’s presence, acting as a hub for information about the product, pricing, and a source for developing marketing qualified leads. This digital footprint had to be comprehensive, easily navigable, and communicate a complex software in terms that sounded professional, but was optimized for business owners who may or may not be comfortable with technology.

Our design and development teams created on a long tail landing page strategy that focused on one of three on-ramps that potential customers would approach the business through. These included::

  • Existing checkout solution
  • Business size
  • Industry or vertical.

Each entry point had to be accompanied by highly targeted SEO friendly content describing how potential clients in each of the respective target groups could best use the bLoyal software to earn and keep more customer.

Building an exhaustive SEO strategy required an advanced analytics setup which would help visualize how each entry point was performing, which pages were driving traffic, and who was converting.. 1205 worked with digital analytics partners to install a comprehensive goal tracking and data visualization metrics. This included a full Google Analytics setup with integration to PowerBI as well as onsite heat mapping.

Content Strategy

Building content around the client’s desired subject matter was key aspect of both the brand and discovery strategy. Aside from establishing the business’ ability to serve a wider marketplace, providing search engines with a fresh, relevant, and consistent stream of content that served to develop bLoyal’s subject matter expertise and improve search rankings, was vital.

Since bLoyal had chosen an integrated marketing strategy, the 1205 team was able to build four separate content engines directly into the company’s website .

These included a

  • Blog
  • News and Press Page
  • Events Calendar
  • Case Studies

With these content engines, 1205 introduced bLoyal team members to the use of  an interactive editorial calendar which allowed their team to understand the frequency with which content was going out, the level of engagement it was getting, and whether it was driving leads.

PPC

As the last aspect of the software company’s strategy, the 1205 Marketing paid media team built a comprehensive Google PPC and display marketing campaign that would help bLoyal compete on highly competitive keywords and phrases.

The Result

Within one year of implementing 1205’s integrated marketing strategy, bLoyal increased their year over year website traffic by nearly 1000%. In addition to overall visits, the company hit first page SERP on over 40% of their keyword list which lead to a 200% boost in revenues.