Case Studies Archives | Mass Media Marketing

Champions Retreat

Champions Retreat is a private golf club located in Evans, GA – a short drive and two turns from the world-famous Augusta National Golf Club. Three interchangeable nine-hole tracks boast designs by the three most-renowned names in golf: The Big Three of Arnold Palmer, Jack Nicklaus, and Gary Player.

Besides amazing golf, the club is known for fine dining and on-site cottages perfect for any corporate event or weekend getaway.

The Mission

When we were approached regarding what was to become Champions Retreat, it was little more than a killer concept and prime parcel of under-development real estate tucked into a shallow bend on the Savannah River. Our job was to develop the brand, materials, and messaging to communicate a strong and simple message to golf fans locally and around the world.

World-class golf had arrived in the Augusta area – again.

A daunting task, considering the reputation Augusta has with golf. But with three big names to work with, the challenge was to develop a public perception living up to the names associated with each of the courses.

The Plan

It all started with a logo. Without a history to work from, we wanted to begin the process with a simple, strong, elegant and appropriate logo that would not only define Champions Retreat, but also function in a variety of ways. Whether appearing on stationary, shirts, or a flag flapping on number 18, it had to clearly communicate a place that didn’t need flashy gimmicks or over-the-top design. Quality is understood when you see it, and the logo would communicate that.

Then, it was time to build. A distinct color palette and specific brand guidelines were first, because our belief was the perception of Champions Retreat should match the club’s ethos – something that demanded an appropriate measure of elegance. These guidelines created a foundation on which we established everything else for Champions Retreat – including brochures, course guides, cottage rental and real estate materials, membership directories, course photography, and the custom-built website.

With the brand established, it was time to show it off. A high-profile outdoor campaign ran during the Masters Tournament, and a media campaign encompassed both local and national media outreach with a simple message: The champions – Palmer, Player and Nicklaus – had come to Champions.

The Payoff  

Champions Retreat has built a robust and active membership across the region and nationally. During the club’s first year of operation, it was voted one of the Top 50 New Courses by Golf Digest.

Learn more about Champions Retreat here: http://www.championsretreat.net/

Merit Flooring, Kitchen & Bath

The Mission

Business was still booming, but The Carpet Shop’s brand was becoming as dated as the wall-to-wall carpet trend. Established in 1957, it had proved capable of adapting with all sorts of flooring trends by carrying hardwoods, ceramics, and laminates. But the company’s name made branding this up-to-date nature of the store difficult.

The Carpet Shop needed a brand that was modern and reflected the business’ current focus – contemporary flooring, kitchens, and baths. Those aren’t exactly adjectives you’d usually associate with carpet! We understood discarded a well-established brand meant losing a bit of the illustrious history, but everyone agreed moving ahead meant moving on. The new brand needed to focus more on the quality of service and product the customer receives, with a name that wasn’t as product-focused.

Enter Merit.

The Plan

The transformation featured much more than switching out a few signs and ordering new stationary. Rebranding three retail locations was a real case of bringing in the new: Redesigned interiors, a new logo, signage, collateral materials, and vehicle branding.

But that alone wasn’t enough. We had to communicate, to both retail and commercial customers, that the Merit brand deserved the trust implied by the name. We developed a plan to effectively and efficiently communicate that to all of Merit’s many and varied customers, involving an active traditional and digital media campaign focused on bringing the new look. Logo, and message in the public eye.

The Tools  

  • Custom SEO-enhanced website
  • New television and radio creative
  • Targeted digital ads
  • A long-form infomercial
  • Dynamic vehicle wraps
  • Comprehensive redesign of public-facing brand elements – including uniforms, showrooms and collateral
  • Focused message delivery via media and in-store events

The Payoff  

  • Business in the Evans location rose 30% over the previous year.
  • Business at the Aiken location skyrocketed: 130% over last year!
  • Flooring sales increased.
  • Kitchen and bathroom renovations are fully booked six months out.

 

The Carpet Shop had 50 years of success. —We gave that success Merit.

AUGUSTA SOLID WASTE

Augusta Solid Waste, the City of Augusta’s refuse disposal division, took a significant step toward a cleaner and greener community by beginning to adapt all of its solid waste department vehicles to the environmentally friendly CNG (Compressed Natural Gas) technology. They also had a major service change with trash pickup coming, changing from picking it up twice a week to once a week.

Sometimes, it is pretty easy being green.

Visit the website to learn more: http://www.augustasolidwaste.com/

The SITUATION

Augusta Solid Waste came to M3 in early 2013 with plans to make colossal changes in the way waste was collected in the city of Augusta: Converting all garbage trucks, street sweepers, and eventually all department vehicles to CNG. They said it seemed like the right thing for a company charged with keeping the community clean to do.

Augusta Solid Waste wanted to leverage this opportunity to tighten its image, transforming itself from ‘the garbage man’ to an innovative and forward-thinking organization focused on the health and welfare of its community.

The Plan

We began developing a tagline, “Cleaner. Greener. Smarter.” which led to a new visual identity, including new logos for the organization and the 311 systems allowing for customer questions and complaints. It would was our belief that getting noticed would lead to being appreciated.

Next was a comprehensive web redesign, with the goal of presenting Augusta Solid Waste as tech savvy – requiring an equally-slick hub for communications. The site’s intent was to accurately convey information regarding trash pickup schedule changes while serving as a source of calendar items, news, and to promote the company.

Finally, it was time to get the word out through a multi-faceted approach. Targeted customer letters highlighted schedule changes right in people’s mailboxes. We designed a trade show presence to include custom banners, flags, tents, and posters. Eye-catching print and outdoor advertising, coupled with on-site animations, cemented the full campaign.

From the bright, bold message-driven wraps we designed for both CNG garbage and recycling trucks to new collateral pieces, we wanted people to understand this was something innovative – but most importantly, that it was clean.

That IS a company like Augusta Solid Waste’s mission, after all!

The Payoff  

Augusta Solid Waste transitioned to their “Cleaner. Greener. Smarter.” service. Since the new initiative began, requests for recycling carts has greatly increased, raising the number of homes recycling in Augusta. The unique truck designs have become a recognizable symbol within the community and have helped to install Augusta Solid Waste as a recognizable leader in the community.

OMNISURE CONSULTING GROUP

OmniSure Consulting Group, LLC is an Austin, Texas-based company with a reputation for doing an outstanding job for clients before they are needed. That’s because their specialty centers around insurance and risk management solutions designed to prevent lawsuits, negative publicity, and costly insurance claims.

They boast many healthcare, social services, and professional design companies and organizations as clients.

The Mission

 

We once built a site for a Seattle-based company named Ultra Risk Advisors that went on to win awards for design and functionality. OmniSure has partnered with Ultra Risk Advisors before, and came to us asking for what seemed like a simple request: Do what you did for Ultra Risk Advisors.

One problem: We couldn’t, because OmniSure Consulting Group’s outside-the-box approach demanded a solution that was equally as innovative.

After extensive conversation, we determined what OmniSure needed wasn’t just an innovative web presence, but a complete marketing strategy to showcase OmniSure’s new – and effective – ways of protecting partner interests.

The Plan

A new website focused on user experience was a must, and to this day we still update the site with new improvements. We developed an infrastructure to allow client-specific microsites, and they feature a password-protected library of industry resources.

Back-end functionality earned a boost with functions allowing for easy sharing of video tips, training documents and tools, and other helpful items OmniSure Consulting Group could provide to clients. These custom videos offerquick general tips for each client’s industry and highlight ways OmniSure can help as a premium provider.

We followed with targeted emails to not only explain what OmniSure is all about, but to show it through the direct and highly-visual medium. Each email contained a specific topic aimed at the recipient’s interests, leading to more visits to the site for further information on the email’s content.

The Tools  

  • New website
  • Microsites for each client
  • Weekly strategy sessions and project management
  • Targeted email blasts, along with corresponding HTML pages on the website
  • High-def video production of multiple industry-specific videos

The Payoff  

OmniSure has enjoyed great success – enough to set a goal of increasing their presence and growing revenue more than 400 percent over the next 48 months. That’s a win for all parties involved!

phone 706.651.0053 | fax 706.651.0535

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