Work under Strategic Program Design
The decrease in per capita consumption of pecans in the U.S. and loss of market share to almonds and other nuts showed that traditional marketing to consumers was not effective. Research by ST!R Marketing and Object 9 showed food manufacturing makes up approximately 70 percent of the market, and the agencies determined that food manufacturing was the strongest business segment to target, which would lead to increased consumer adoption.
Partnering the Miami Dolphins and the local power utilities was a win-win for the community and for business. The program that engaged, entertained and educated about natural gas, garnered over $300,000 in earned media. During the same time period, natural gas conversion requests made to our client utility rose to more than 10 times any other service.
To drive increased demand for, and support of, Georgia-grown and -made goods and services – an underleveraged contributor of $70 billion to the state’s economy – we created a community for Georgia farmers and other producers through a membership program, communications, a symposium and partnerships.
A Spanish-language advertising campaign targeting an untapped Latino audience results in an 80% conversion rate for a natural gas provider promoting natural gas water heaters and cooktops.
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