moore creative case examples - marketing communications, pr, social media & branding

Case ExamplesContent Marketing І Public Relations І Business Writing

Case Study 1: Website Update for an Online Video Technology Company

Approach• Messaging• Web content/SEO

BackgroundBent Pixels was building a new website to

better manage their branded content. Primary goals of content for the new site were to attract more high-quality content owners to join the company’s YouTube-based network, increase audience engagement, and position the company with prospective advertisers.

Objectives• Define core marketing messages

incorporating SEO keywords• Develop compelling content with

calls-to-action for lead capture/ conversion and improved ad sales

• Craft navigation to guide visitors to priority content

http://bentpixels.com/about/

Case Study 1: Website Update for an Online Video Network

About page - Before About page - After


Products page - Before

Products page - After


Partners page - Before Partners page - After

Case Study 2: Copywriting for Digital Brochure

Approach• Messaging• Copywriting

BackgroundJunipero Group, a boutique private equity

firm in Bend, Oregon, wanted something different for its signature digital brochure.

To highlight its unique approach to building equity, the firm wanted something other than case examples, client testimonials, and pictures of serious men in suits.

Teaming with Sublime Creative Agency on design, Moore Creative conducted brainstorming sessions, reviewed competitors' approaches, and took a crisp approach to the content, in keeping with the client's declarative style.

The final piece leverages the spectacular surroundings of Junipero's headquarters city, a nice contrast to the big city headquarters of most private equity firms.

Case Study 3: Building Awareness via Inbound Marketing for a Tech Start-up

Approach• Messaging• Inbound marketing• Web content/SEO• Influencer list• Social media engagement

BackgroundMoore Creative was retained to boost awareness of

Proxense, an information technology company serving healthcare with wireless solutions. The company provides software and hardware for both real-time tracking of equipment and people, and access control to workstations. Merry Ann was engaged as the start-up company’s marketing communications department, liaising with the sales team and senior management to raise the company’s profile.

Objectives • Define core marketing messages • Generate traffic to website and sales leads• Connect with key influencers in healthcare IT purchasing

http://www.proxense.com/

Case Study 3: Building Awareness via Inbound Marketing

Tactics• Messaging: developed compelling language

conveying the benefits of Proxense’s technology, assuring unified communication by all employees.

• Inbound marketing targeting C-suite healthcare decision-makers and physicians: promoted an issue paper through an integrated emailer/ publicity/social media/LinkedIn pay-per-click effort. Respondents were driven to a landing page where sales leads were captured in exchange for downloads of the paper, followed by an automated opt-in invitation.

• Website revisions & SEO: rewrote content around marketing messages and keyword phrases. Used images and video that told the company’s story, added calls-to-action, and tweaked navigation.

• Influencers list: identified key journalists, bloggers, Tweeple and prospects on social media platforms, at online publications and in traditional media.

• Social engagement: found and engaged in online discussions among healthcare IT purchasers.

Case Study 3: Building Awareness via Inbound Marketing

Results/Analytics• Website visits for the one-month period

during the white paper promotion achieved 4.32 pages per visit, 4:47 minutes average time on site, and 63% new visitors.

• An influencers list of 400+ broadcast/print/digital media journalists, Tweeple, LinkedIn Groups, bloggers and business associations was generated.

• The white paper press release was picked up by more than a dozen digital publications in the healthcare IT space, with over 500 reads, 284,000 headline impressions, and significant Twitter and LinkedIn word-of-mouth.

“Merry Ann is a talented marketing

professional who leads a process which

yields strong results oriented around

company and product positioning in

addition to generating buzz and traffic

flow from prospective customers.”

--Jeffrey Davies, Director of Sales, Proxense, LLC

Case Study 4: Political Campaign Communications

Approach• Content marketing (infographics, YouTube

video)• Web content development and management• Message and brand development• Facebook social community management• Publicity

BackgroundMerry Ann had worked on 2004, 2008 and 2009

campaigns to pass tax measures supplying ten percent of a school district’s annual budget. Merry Ann assisted on the 2013 campaign, creating and administering a website, developing core messages, managing the Facebook page, and securing appearances for spokespeople on broadcast media.

Case Study 4: Political Campaign Communications

Results 79% Yes vote Over 62% turnout Passage of tax raising $5 to $6 million over

five years to support better schools

“Merry Ann was charged with website development, messaging strategy, and strategic planning for our campaign. She set the tone with her well-researched strategy plans, professional website content, and evidence-based messaging platform. Her knowledge of social media tools proved invaluable, providing fresh, engaging content almost daily throughout the campaign. Her social media efforts resulted in a large number of campaign followers, allowing our messaging to be distributed across a wide demographic range.”

-- Winter Lewis, Campaign Chair

Case Study 5: PR & Word-of-Mouth Marketing for Retail Start-up

Approach• Earned media • Social media engagement

BackgroundMoore Creative was retained to raise the profile

of a new athletic gear company. SweatHawg is a retailer with a line of innovative head sweat control products. The company produces next-gen cycling helmet liners and sweatbands for heavy sweaters. To build buzz, Merry Ann issued a social media release and strategized with the company on building sales through word-of-mouth marketing on Facebook.

Objectives • Generate awareness and mentions of the

product by key influencers in cycling• Establish the credibility of the brand in the

interest of protecting trademarked technology

• Increase sales

Results/Analytics• Compiled a list of 250+ bloggers, reporters

and influencers• Through a social media release, earned 147

online media clips – verbatim postings with an international audience of over 6.5 million.

Case Study 5: PR & Social Media for Retail Start-up

“We have worked with Merry Ann in the promotion of our cycling headwear product, SweatHawg. Her company is well named, Moore Creative. Merry Ann has been very creative in her approach to our needs, and gives 100% of her considerable focus and attention. We are glad to have her on our side!”–John Rahm, CEO, SweatHawg

Case Study 6: Engaging New Audiences in Environmental Stewardship

Approach• Social media press releases• Facebook contest• Blogging• Video

BackgroundThe “Quilt for Two Rivers” project was a

collaboration between the National Forest Foundation, the U.S. Forest Service and the Sisters Outdoor Quilt Show. The project aimed to strengthen community connections to nature by engaging non-traditional audiences in stewardship of two Wild & Scenic-designated rivers.

Objectives •Publicize a quilt developed by nearly two dozen prominent fiber artists themed around a Wild & Scenic River•Pique the interest of new audiences to support ongoing native fish reintroduction, restoration and recreation on two Pacific Northwest rivers•Attract prospective quilt buyers

Case Study 6: Engaging New Audiences in Environmental Stewardship

Results/Analytics• Multiple features in local media• Significant blog pickup by fishing, quilting

and other bloggers• Tripling of Facebook fan base• 67 Facebook contest entries from 19 states

“Merry Ann’s work style and ethic are

beyond belief. She clearly articulates

her goals and plans for your project and

executes them flawlessly. I knew

exactly what she was doing, when it

was accomplished and what the results

were. What a relief to put a project in

the hands of someone so capable and

talented.” –Ann Richardson, Executive

Director Sisters Outdoor Quilt Show

Approach• Blog: ghostwrote posts and managed 18-

week guest blogger schedule• Social media releases• Influencers list: identified 250+ key

journalists and bloggers • Facebook contest: administered a crowd-

sourced “name the quilt” contest• Video: oversaw production of a video short

promoting the quilt

http://www.nuggetnews.com/main.asp?Search=1&ArticleID=19753&SectionID=65&SubSectionID=105&S=1

http://suzyssitcom.com/2012/06/quilting-for-a-cause-two-rivers-three-sisters-quilt.html

http://vimeo.com/42144949

Case Study 7: Promoting a New Website & Online Community

Approach• Content development & promotion• Media relations• Online community-building

BackgroundA National Science Foundation-funded project, the

Frontier Scientists website promotes the work of Alaska scientists, with the aims of creating connections with the public, promoting the scientific advances of researchers, and encouraging science tourism and eco-tourism in Alaska. Merry Ann was engaged to develop interesting new content for the website and blog and promote Frontier Scientists to achieve the broadest exposure.

Objectives• Promote launch of new website,

build/maintain website traffic• Develop an engaged online community via

the social web• Form partnerships with the travel industry

http://www.frontierscientists.com/


Approach• Content development & promotion:

identified keyword phrases. Wrote blog posts about breaking scientific news. Sought partnerships with major travel industry players. Built URL links with other organizations.

• Media relations: developed influencers list in science, education, travel and environmental spheres. Compiled list of approximately 500 bloggers, Tweeple, journalists, associations, museums, government agencies. Wrote/distributed press releases and pitched major media contacts including Neil deGrasse Tyson, Joe Palca/NPR, Bill Nye.

• Online community-building: ran an online photo contest to encourage sharing and interaction among FS’ social audiences.


Results/Analytics• Secured commitments from major

cruise lines for in-cabin viewing of Frontier Scientists videos.

• Arranged mirror blogs for FS on Nature Network (professional networking website serving 25,000 scientists worldwide) and Anchorage Daily News, the online edition of Alaska’s largest-circulation daily.

• Garnered coverage in all major Alaska newspapers and key travel, teacher association and environmental outlets.

• Achieved a 30% open rate and a 29% click-through rate for the website launch press release.

http://blogs.nature.com/frontier_scientists/

http://community.adn.com/adn/blog/124685/

Case Study 8: Storytelling for an eCommerce Start-up

Approach• Branding• Packaging• Web content• Marketing collaterals• Public relations

BackgroundAnyone with young children is familiar with the headache of

school fundraisers. Recognizing parent frustration with junk food fund drives as a business opportunity, Merry Ann and her partner Rob Corrigan founded Buckboard Provisioning Co., a web-based fundraising and retail company offering 27 healthy products based on American history.

Objectives• Provide wholesome products with an educational

component• Improve on the school fundraising model via web-based

ordering and fulfillment• Use locally-sourced foods• Practice social responsibility and environmental best

practices in all operations


Direct mail


E-tail website


Results 2007 Silver ADDY® Award for product packaging

& Gazetteer newsletter Buckboard Provisioning was sold in 2008.

"Recently I bought a number of your organization's 'provisions' to benefit my neighborhood school, Roseway Heights, in Portland. I was extremely impressed with the quality of the product and the simple beauty of the packaging. The teas and mixes for baked goods are excellent. It's such a welcome change from plastic tubs of mass-produced cookie dough! I really felt good about supporting local growers and distributors.“

--Kelly McDonald, Buckboard customer

Case Study 9: Building Awareness & Retail Sales

Approach• Web and social media status audit• Social media press releases• Facebook contests• Email marketing• SEO• Analytics

BackgroundFITS (Fun in the Saddle) is an equestrian apparel company

headquartered in Portland, OR. The company produces a line of riding breeches featuring new, patent-pending fabric technology. FITS’ products are distributed by major horse supply retailers in most states and Canada, and sold online all over the globe. The company cultivates strong ties with some of the world’s leading equestrian competitors, associating the brand with high levels of performance and achievement in equestrian sport.

Objectives •Boost web site traffic and online sales•Strengthen the company’s online community•Perform media outreach for high awareness of FITS’ products.

http://www.fitsriding.com/

Case Study 9: Building Awareness, Sales & Online Community

Approach• Established baseline web site and social media status:

captured current snapshot of web site visitors (average

daily views, length of time spent on site, clicks per user,

bounces).

• Grew FITS’ online community by migrating FITS from a

Facebook Group to a Page. Created a Facebook contest

series to motivate current fans to participate in the new

page, and attract new Likes/Fans.

• Identified, compiled list of priority influencers and

journalists.

• Conducted basic SEO -- developed keywords,

incorporated into web site, social media pages,

outreach materials, to boost search results.

• Wrote, distributed social-media-optimized press

releases

• Designed monthly email newsletter campaign.

http://www.facebook.com/insights/?sk=po_110935545625066#!/FITSbreeches

http://www.facebook.com/FITSbreeches?v=app_95936962634&ref=ts

http://www.fitsriding.com/goodRidingArchive.php

Case Study 9: Building Awareness, Sales & Online Community

Results/Analytics

• In a one-month period from September to

October 2010, Moore Creative’s outreach

contributed to FITS nearly doubling the number

of sales, as well as more than doubling total

sales.

• FITS’ e-newsletters achieved a 33% open rate,

far surpassing the retail industry average rate of

19%. They earned a click rate (readers that

clicked through to the corporate web site) of

21.3%, above the industry average of 15.7%.

• Facebook Insights showed that monthly active

users jumped up 500% over the course of the

three contests, and total Likes nearly tripled.

“Merry Ann is constantly coming up with new ideas for

growing our customer base and building buzz in our

online community. She designed a great looking e-

newsletter for us, developed catchy content for multiple

issues, and gave it a long tail by incorporating lots of

social media, video, links and opt-ins. She also improved

our online presence by running Facebook photo and

video contests. We noticed significant upward bumps in

sales and website activity as a result. Merry Ann has

helped me understand aspects of traditional PR like

editorial calendars along with new tools for generating

awareness, such as SEO and social media. Plus, she takes

what I want to say in press releases and makes it better!

I strongly recommend her and Moore Creative.”

--Sheryl Rudolph, President, FITS

Case Study 10: Messaging, Branding & Outreach Strategy

Client: Deschutes Basin Special Investment Partnership

Approach• Communications Audit• Market Research• Messaging• Branding• Outreach strategy

BackgroundThe Special Investment Partnership, a loose affiliation of four

environmental non-profits, wished to pursue sources of national funding to continue its Deschutes Basin restoration work: bringing back native salmon and steelhead to Central Oregon rivers. They recognized their cross-disciplinary approach—combining land conservation, ecosystem restoration and water rights acquisition—is a significant distinction that could attract funding. But they faced internal challenges to formalizing their partnership, creating consistent messaging, and conducting collective outreach.

Objectives•Create a common identity for four distinct environmental non-profits•Identify prospective new funding sources (foundations, agencies, corporations)•Develop messaging compelling to target audiences•Recommend outreach strategies


Approach• Communications audit

– Evaluation of existing outreach materials, media

contact lists

• Market research

– Review of similar/competing restoration projects

nationwide and their funding structures

– Preliminary identification of 150 funding

prospects and ideas (regional and national

charitable foundations, government agencies,

corporate donors)

– One-on-one interviews with select leaders within

partner organizations

– Written online survey to 230 stakeholders

– Phone interviews with core stakeholders and

prospective funders


• Messaging

– Developed “Why should I care?”

statements for outreach strategy and

branding

– Incorporated key terms important to

funders/resonant with stakeholders

– Assured consistency in marketing efforts

across four organizations

• Branding

– New graphic identity (logo and tagline)

• Outreach Strategy

– Research identified a website, conference

participation and one-on-one

presentations with foundation program

managers as three mission-critical

endeavors.


Results• New common identity for four non-profits

• Strategic messages with proven resonance

• Stronger commitment by four partners to continue their cooperative work and form a permanent collaborative

• List of priority national foundations to target for funding

• Research-based recommendations on preferred communications channels/inquiry approaches of specific foundations

"Merry Ann Moore of Moore Creative, is an extremely talented, creative and resourceful marketing consultant. She had her hands full, trying to tease out a common storyline for four successful, but very different conservation organizations that sought to partner and go jointly down a path that individually, they couldn't go. Her patience, tenacity and commitment were greatly appreciated by all involved and I'd have no hesitation in recommending her services."

--Brad Chalfant, Executive Director

Deschutes Land Trust

Case Study 11: Creating Momentum for Education Reform

Approach• Blogging• Message development• Electronic surveys• Social media• Email marketing

Background

Moore Creative was hired to support a statewide advocacy group in its efforts to improve public education in Oregon and position the state for federal stimulus money. Completed projects for the group included blogging on broad public education issues, message development, focus groups with real-time electronic surveys, social media, email marketing and strategic communications planning.

Results

• Blog posts • eflyer, 2009 Legislative Scorecard• Guest blog post on Blue Oregon,

Mentoring Provides Crucial Support for Oregon’s Beginning Educators

• Editorial mentioning teacher effectiveness/ Chalkboard as victory of session

• Editorial, Need for schools to innovate• Opinion piece, “Take advantage of rare opportunity to

shape schools”• Oregonian ad thanking legislators, ChalkHonorRoll Ad

2009“My organization has to appeal to people with strongly

divergent views, and persuade them to take action on policy reforms. Merry Ann is a terrific resource for organizations with challenging communications assignments. She’s been particularly helpful in using new technology to make us more efficient in how we collect opinions and get the word out about Chalkboard’s work.”

--Sue Hildick, President, Chalkboard Project

http://blog.chalkboardproject.org/author/merry-ann-moore/

http://www.merryannmoore.com/wp-content/uploads/2010/04/2009-Legislative-Scorecard.pdf

http://www.merryannmoore.com/wp-content/uploads/2010/04/Mentoring-Provides-Crucial-Support-for-Oregons-Beginning-Educators1.pdf

http://www.merryannmoore.com/wp-content/uploads/2010/04/Mentoring-Provides-Crucial-Support-for-Oregons-Beginning-Educators1.pdf

Case Study 12: Building Awareness for a Leading Finance Company

Approach• Web content• National ad campaign• Corporate brochure• Speakers’ bureau• Direct mail• Media relations• Ghostwritten trade journal articles and opinion pieces

BackgroundMoore Creative was selected to develop a national

communications plan for a leading multi-family/ affordable housing finance company.

ObjectivesMaintain the company’s position as the leading FHA

multifamily lender and support efforts to develop a new niche in senior housing.


Trade Journal Articles


Direct Mail

Case Study 13: Public Awareness Campaign for a Major Municipality

Client: City of San Francisco Recycling Program

Approach• Public-private partnership with Major League

Baseball team • Multi-lingual direct marketing campaign• Publicity/outreach to multi-lingual

neighborhoods

BackgroundMoore Creative helped forge a dynamic public-

private partnership between the San Francisco Recycling Program and Major League Baseball’s San Francisco Giants to promote recycling in multi-lingual neighborhoods.

Objectives• Help San Francisco meet a state mandate to

reduce the waste stream by 50 percent by the year 2000, by increasing recycling rates

• Motivate low-participation neighborhoods to get in the habit of recycling

Case Study 13: Public Awareness Campaign for a Major Municipality

ResultsThe “Go to Bat for Recycling” public awareness

campaign featured:• The Twelve Weeks of Recycling, a summer

program publicizing the 12 curbside recycling items;

• A drawing for free pro baseball tickets. Residents who filled out bi-lingual recycling participation cards were eligible to win 1,000 tickets donated by the Giants organization;

• A poster picturing local children, pro ball players and the 12 recyclables, which was distributed in community centers and Boys & Girls Clubs in targeted neighborhoods;

• Distribution of recycling bins at the ballpark;• Media outreach to build coverage of recycling in

multi-lingual neighborhood newspapers and San Francisco’s major dailies; and

• Ads in community papers.• San Francisco achieved its 50% waste stream

reduction goal in 2000. Today (2010) the city diverts 77 percent of all discards from the landfill, the highest rate of any city in the United States.

Case study 14: Promoting Tourism via the Social Web

Client: Sisters Area Chamber of Commerce

Approach• Events calendar promoted through social media (SEO

press release, Facebook, Twitter)• Email marketing• Media outreach

BackgroundTo draw visitors during “shoulder” seasons, the Sisters,

Oregon Chamber of Commerce asked for help publicizing reasons to visit during fall.

Results• Social media-optimized press release, Pacific Northwest

Autumn Budget Travel Getaways PDF• Tweets – 31 Days of Oct Fun• Sisters Chamber of Commerce fall email marketing

piece• Penetration of content to target audiences such as

travel and fishing news websites• International reach (Europe, Canada, Asia)• Steady increases in Facebook activity/fans• Google page ranking up sharply

Case Study 15: Rebranding a Public AgencyClient: Central Oregon Regional Housing Authority

Approach• Branding• Crisis communications media training• Media relations• Copywriting• Collateral materials

BackgroundMoore Creative was retained by the Central Oregon Regional

Housing Authority to rebrand the organization, with the aims of better conveying its innovative spirit and distinguishing it from other non-profits. In addition, we were tasked with crafting an overall communications plan to put the organization in the news.

Objectives • Establish an effective, memorable identity• Build awareness of affordable housing issues• Keep organization front-of-mind with policymakers and

the public

Before

After

Case Study 15: Rebranding a Public Agency

Results• Consensus-building work session for

executive management and board• Development of name, tagline & graphic

identity• Press conference with corporate and agency

heads, to publicize a key report on workforce housing

“I am very impressed with the work you have performed to date. We are in awe of your energy, writing skills, contacts, and follow-through.”

--Cyndy Cook, Executive Director Housing Works

Case Study 16: Executive Spokesperson Training

Client: Oregon Housing Authorities

Approach• Developed/delivered an interactive spokesperson

workshop for senior management of public agencies to support improved communication with the public and the press.

• Provided training in spokesperson basics.• Engaged in live simulations of crisis scenarios, press

conferences and board meetings, featuring dummy reporters and a nosy TV crew.

• Made video of session available online, so participants could review, see areas of strength/needing improvement.

BackgroundOregon Housing Authorities is a network of agencies

assisting 45,000 households with affordable housing options. OHA wanted to achieve better, accurate, fair representation in media stories about its publicly-funded housing.

Results•Participants rated the value of the seminar “very high,” and the objectives “extremely well met.”•Participants indicated they learned a lot, had more confidence for future media interactions--and had fun.

Case Study 17: Web Content for a Major Sales & Service Company

ApproachMoore Creative was tasked with editing

and creating new search-optimized copy for Les Schwab Tire Centers’® website redesign.

Objectives• Help customers relate to the brand in

accessible, consistent language.• Provide content in easily read

portions. • Identify keyword phrases to optimize

web content for SEO by page.

Results“Merry Ann has a knack for taking complex

jargon or ‘industry-speak’ and writing copy that resonates with the audience on multiple levels. She did an excellent job diving deep into our industry as well as taking the view of the consumer. In the end, our result was crisp, SEO website content that is right on target.”

–Aileen Hastings, Graphics Department Supervisor, Les Schwab Tire Centers®

Case Study 18: Web Content for a Service Company

ObjectivesTailblazers, a San Francisco dog walking and training

service, had changed ownership. As part of a website update, the new owner wanted to introduce herself to the client base while retaining brand recognition.

Approach• New SEO web content highlighting distinctions

between the company and its competition• True “voice” of the brand in all content.• See the full site.

Results"As a first-time business owner, I knew I needed to

update my online presence to generate customers and tell my story, but I was overwhelmed by the process of finding and selecting a qualified content developer. I could not be happier with the results! Merry Ann listens well and was able to capture my voice, producing content that was concise, to the point, yet warm and personable. She was easy to work with and very helpful, and generous with her time and knowledge. I highly recommend her."

-Mirla Reyes, Owner-Operator, Tailblazers

Before – About page

After – About page

Case Study 19: Branding ProjectsApproach• Develop names and taglines for small business, non-

profits and government agencies• Collaborate with designers to create effective,

memorable visual identities

Preston Thompson Guitars

Freelance Journalism

[email protected]

Twitter @MerryAnnMoorewww.merryannmoore.com