The BBQ Guru
Business Problem
The BBQ Guru had established themselves as the go-to distributor of barbecue specialty products, specifically with their line of grill temperature control devices. While BBQ Guru became a household name in the competitive BBQ circuit, their products were still widely unused by a demographic that cooked on grills every weekend – tailgaters.
Business Opportunity
Football is the biggest time of year for tailgaters and a new schedule of college and NFL games provided an opportunity to reach these individuals.
The Insight
Tailgaters may have heard or seen The BBQ Guru name, but did not have an understanding of how their temperature control device would enhance their tailgating experience.
The Idea
Noticing the tailgating community is very active on social media, we saw an opportunity to run a contest through Facebook that would allow tailgaters to share the stories of tailgating through BBQ Guru’s Facebook page for the chance to win a $1,000 BBQ Guru Cooker, the Onyx Oven.
Deployment
The Guru My Tailgate contest ran in coordination with the launch of their most modestly priced temperature control device to date, the PartyQ. We ran an application through Facebook that allowed users to post, view and eventually vote on their favorite tailgating story. The contest was announced on The BBQ Guru blog, promoted through Twitter, and ran through Facebook
The Results
The Guru My Tailgate Contest was a success. Over 80 people submitted their stories and almost 800 people voted for their favorite finalist. During the course of the contests, BBQ Guru received over 1,000 new “likes” on Facebook – a 19% total growth.
Spark Energy
Business Problem
Spark Energy was entering the Pennsylvania market for the first time ahead of electricity deregulation in the PECO market on
January 2, 2011. The company had no plan to have a formal presence in the area and had no social media strategy in place. Many other alternative providers were entering the market at the same time, and there was confusion among residents about what energy deregulation meant for them.
Business Opportunity
Since electricity choice was new to people in the Philadelphia area, there was an opportunity for Spark Energy to “punch above its weight” and compete on par with much larger companies. There was also a clean slate on which to build a social media campaign.
The Insight
PECO customers did not know a lot about deregulation and did not trust the alternative suppliers suddenly popping up everywhere. Because Spark was one of the smaller national competitors, it also wanted to get the most bang for its buck, especially with earned media.
The Idea
Working with Spark Energy leadership and other partner agencies, Slice Communications developed the “Spark of Kindness” campaign that helped people save in other ways in order to promote the company’s 10 percent savings over PECO. The campaign integrated experiential marketing, social media, and public relations, and gave Spark a local community presence.
Deployment
Slice Communications developed and executed a series of community-based events that were both newsworthy and continued relationships online through social media. They included:
- Giving away 1000 teddy bears in West Chester just before Christmas
- Surprising locals with free burgers and fries at Ashy’s Burgers and Fries in Paoli
- Energizing commuters’ travel with free coffee and breakfast
- Delighting people with movie tickets at the Ritz in Old City Philadelphia
One of the most successful events in the campaign was the 10 Cent / Gallon Gas Giveaway. Slice Communications conducted media outreach to let local news outlets know that Spark Energy was giving away gasoline for 10 cents per gallon for the first 100 people who showed up at a certain time and place in Willow Grove, PA. Those who wanted to get the gas had to download a coupon from the SparkEnergyPA Facebook page. The event was successful, garnering media attention, attracting hundreds more Facebook “Likes”, engaging people online with photos and video, and creating a connection to the local community. The event was so successful it was repeated when Spark Energy entered the PSE&G market in NJ months later.
Results
The PECO market launch was the most successful new market launch for Spark Energy. The campaign generated tens of millions of media impressions, thousands of “Likes” on Facebook and followers on Twitter, and market share well beyond company goals.
BLT Architects
Business Problem
BLT Architects (BLTa) had been designing and renovating buildings in Philadelphia and beyond for close to 50 years. The firm had a number of well-known projects, but was generally under the radar.
Business Opportunity
The firm had recently undergone a management transition. Four new partners took over leadership and decided that they wanted to expand the firm through new business development and marketing programs. This included a public relations program for the first time.
The Insight
BLT had strategically determined that it had 4 primary practice areas where it could generate growth, even in a tough economy: hospitality, higher education, multi-family residential, and intermodal. It was those areas, not architecture or design, where Slice Communications focused our efforts.
The Idea
Slice Communications recognized that the reason why BLTa had stayed under the radar could be used to its advantage. The firm does not have a recognizable or distinctive style, which is due to the fact that they view architectural design as a tool to achieve a business objective.
Deployment
Slice Communications developed a microsite, www.aReturnOnDesign.com, accompanied by a PR campaign to help attract new prospects who share BLTa’s point-of-view. Each principal was positioned as a thought leader in his selected practice area, and Slice Communications co-developed content, including:
- Adaptive re-use in urban environments
- The green revolution and the parking challenge
- The new demands on urban living
The microsite was begun as a community of like-minded people who evaluate design not based on whether it looks nice, but on whether it is strategic and effective. In October 2011, the microsite was used as the hub of a Student Design Competition developed and executed by Slice Communications. The goal was to generate media attention for the 50th anniversary of BLTa by focusing on the firm’s future more than its past, as well as recruit the best young talent. Participating students were given a location at Ridge Avenue and Calumet Street in Philadelphia and were asked to submit a design for a mixed-use project that included residences, retail, and parking for nearby SEPTA public transportation. The winner was announced at BLTa’s 50th anniversary party and received an internship for Summer 2012.
Results
In less than a year, Slice Communications was able to generate millions of impressions in national trade and local business publications, as well as speaking opportunities for the principals at national conferences. BLTa has generated new leads and new opportunities for projects. The firm has also been successfully positioned as a new firm for the future while leveraging its 50th anniversary for business and firm development.