Home | Capabilities
Capabilities
R&R Partners // Vegas Bound // Integrated Branded Content Campaign
In 2008, research showed that Vegas was practically closed due to the economy. But hardworking folks still needed a break. After a nationwide search for a town that represented the identified Vegas personas, a choice was made for Cranfills Gap, Texas, and the Las Vegas Convention and Visitors Authority (LVCA) sent a town Vegas Bound to strategically show the world that Vegas was still open for business.
Carolyn Parker was hired as Senior Interactive Producer specifically for this client, and provided (amidst groans), a tightly-orchestrated master plan resulting in a highly-visibile viral campaign that made everybody go WHOO!
Synthetic Pictures were the film producers, and components included six national spots, a theatrical trailer, five webisodes, and a feature length documentary.
The microsite has since been pulled, but you can still view the trailer. |
As communication gets more and more complex, it's vital that your marketing messages speak with one voice across multiple channels, including print, email, and the Web. By repurposing your newsletters, press releases, brochures, white papers, or other documents for digital distribution, you will leverage your return on opportunity and investment dollars and reach a broader audience. A well-designed Web presence with smart information architecture can make any business look more professional.
Marketing communications strategy. Create or contribute to a master communication plan in order to gain enterprise-wide joint value by creating strategy tactics that then become strategy goals for the next level or group. Each group would be encouraged to take that strategy goal and develop a set of tactics to achieve that goal. It is important to make each strategy goal measurable and actionable. These marketing strategies are also dynamic and interactive; partially planned and partially unplanned. In other words, responsive to the marketplace and results of actions taken.
Your call to action. Customize and personalize your messaging to be relevant, unique, and specific to the needs of your audience. As your response and opt-in rates increase, so will the return on investment for your marketing programs. Optimize, test, review, and repeat as needed to achieve your goals. Integrate your organization's marketing goals, policies, and tactics into a cohesive whole, which might include advertising, channel marketing, internet marketing, promotion and public relations / external relations.
New media. We're currently experiencing a time of change, a change in that a whole generation is evolving; this generation is growing up with an entirely new media behavior. It's a generation that can't imagine a world that is not digital. Under this paradigm, the marketing industry must adapt, since you can hardly reach this generation using means and methods from the past. |
