Mammoth Mountain: Website Redesign
Building off the same striking look and feel seen in print and outdoor, our modular approach to the Web site allowed us to showcase the latest news, events and promotions while serving up that unmistakable California attitude.
Visit the site: www.mammothmountain.com »
Take Me Fishing: Website
Selling a million new fishing licenses in the highly competitive leisure market was the challenge issued to us by the Recreational Boating & Fishing Foundation. A 2,500-page online fishing compendium was the core of our solution. TakeMeFishing.org is the definitive destination for all things fishing. Want to learn to cast? Check out Fishopedia, the A-to-Z guide to catching, cleaning and cooking fish. Want to tell people about your favorite fishing spot? Upload it to Hot Spots, a Google Maps-enabled, first-of-its-kind web application.
Visit the site: www.takemefishing.org »
Land O’Lakes: Appealing To The Next Generation of Moms
Land O'Lakes Site Redesign
Visit the site: www.landolakes.com »
A completely redesigned landolakes.com helps consumers interact with the established brand in new ways. Built to appeal to both less-experienced, tech-savvy moms and more-seasoned cooks and bakers, the site features a modernized color palette, engaging photography and better social connectivity. The Test Kitchen section highlights the brand’s expertise with tips, photos and how-to advice. Intuitive searching gets you to great recipes quickly. And recipe pages are designed with the user in mind, featuring enhanced functionality, while themed collections trigger more ideas. With more than 3,000 recipes and 5,000 pages, sharing the simple goodness of everyday food has never been more user friendly.
Mammoth Mountain: Top of California Outdoor
Our first campaign for Mammoth Mountain was, in some ways, like a grand opening. For decades, Mammoth’s jaw-dropping topography and famous terrain were only accessible by car - preferably the 4x4 variety. But with new air service from Los Angeles, the Bay Area and beyond, Mammoth’s 11,000-foot summit is now accessible to all. Higher than any West Coast resort, we introduced the tagline, "The top of California".
Side note: This year, more than ever, Mammoth is living up to its name. It was officially recorded as having the most snow in the world after a storm dumped more than 13 feet of the white stuff.
Super Chatter XLVI
During Super Bowl XLVI, Colle+McVoy’s Super Chatter monitored a sample of more than 640,000 tweets and 830,000 term matches over a five-hour period of time to visually guide people through social media’s side of the Super Bowl story.
To help relieve the stresses of the holiday season, we created a winter retreat at snowdin.com. There you can frolic with a yeti, pilot a blimp or deliver the evening post to the town folk. No need for long johns or an electric blanket. All you’ll need is your 3-D glasses.
Taubman Shopping Centers: Yearbook Yourself Case Study
Yearbook Yourself Case Study
Ever wondered what you might have looked like in a past life? YearbookYourself.com let users upload their photos and see themselves in classic 'dos and vintage outfits from previous decades. With each look, users also learned about today’s hottest fashions and deals from each mall. From Pee-wee Herman and Lance Armstrong to the Jimmy Fallon show and thousands of blogs, the site was quickly embraced by pop culture. More than 15 million images were shared on Facebook, and the site generated a 49 percent click-through rate to mall sites. The Yearbook Yourself iPhone® app took the experience mobile and was featured on the iTunes® Staff Favorites and the Top-Paid Apps list.
Taubman, owner of 20 upscale malls across the United States such as Beverly Center in Los Angeles, wanted to create a fun and engaging experience to break through the morass of traditional back-to-school promotional messaging (“Look cool for school! For less!”). And it needed to convince teens and their parents that Taubman malls not only have the hottest stores and fashions, but great deals, too.
Take Me Fishing: Master Casters
TMF Master Casters
Visit the site: www.takemefishing.org/fishing/videos/master-casters »
We wanted to attract younger people to fishing in a whole new way. Capitalizing on the success of the XGames and shows such as Jackass, we created a series of videos featuring fishing in a whole new light. One of which features an expert angler hitting clay pigeons out of the air at a gun range with his rod, reel and lure.
Rhymesayers: Paint It Gold
Rhymesayers - Paint It Gold
Visit the site: archive.collemcvoy.com/paintthatshitgold »
Internationally acclaimed hip-hop act Atmosphere wanted to create an online experience to match their much-anticipated release, When Life Gives You Lemons, You Paint That S*#t Gold. To build the hype (and their sales), we created Paintitgold.com, a site that allows users to tag anything they could find on the web while listening to tracks from the new album. In its first week, the site not only unleashed the talents of thousands of virtual vandals, it helped launch the album to the top of the iTunes hip-hop chart and #5 on the Billboard chart.
Take Me Fishing: Building The Nation’s Number One Online Resource
TakeMeFishing.org Case Study
Visit the site: www.takemefishing.org »
Fishing and boating have always been ways to escape from everyday stress while connecting with friends, family and nature. Research indicated that we needed to make the sport of fishing relevant to today’s consumer who was not motivated by nostalgia or serenity, but rather by active experiences and socialization. That led us to our core insight: Where land ends, life begins. That insight has helped us make TakeMeFishing.org the nation’s primary vehicle for increasing interest and participation in boating and fishing. Along the way, site traffic has quadrupled in under four years. The fully integrated, award-winning Take Me Fishing™ campaign contributed to an increase in overall license sales in 2009, marking the highest increase in fishing license sales since the 1970s. An increase in participation has also helped generate millions of additional dollars for conservation efforts.
The Recreational Boating & Fishing Foundation (RBFF), the nonprofit organization behind TakeMeFishing.org, is dedicated to aquatic conservation and increasing participation in fishing and boating. When we began working with RBFF in 2008, fishing license sales and participation had been on a steady decline. Since license proceeds go back to protecting the nation’s aquatic resources, Colle+McVoy was given the assignment of increasing participation and preserving a classic American pastime for future generations.
Novartis: Atopica - Scratch the Itch for Good
Atopica DJ Mama Scratching Bulldog
Canine atopic dermatitis is a lifelong disease that affects one in ten dogs. We created a campaign starring DJ Mama, the world-famous record-scratching French bulldog, to increase awareness and let people know that with Atopica, their dogs can finally scratch the itch for good.
C+M’s PR Partner Wins Seven Anvil Awards – Four Silver Anvils and Three Bronze Anvils
Colle+McVoy’s PR arm, Exponent Public Relations, won seven awards during last night’s Public Relations Society of America (PRSA) 2013 Silver Anvil Awards ceremony in New York.
The Anvil Awards honor organizations that have successfully addressed a contemporary public relations issue with exemplary professional skill, creativity and resourcefulness. The Silver Anvil are the industry’s oldest and most prestigious awards program honoring complete strategic public relations program.
Exponent won two Silver Anvils for work on behalf of The Medtronic Foundation’s HeartRescue Project, which is dedicated to teaching proper bystander response to sudden cardiac arrest (SCA) — the leading cause of death in the United States. The nominated entries, “HeartRescue Project Rallies Public to Save Lives” and “HeartRescue Project Inspires Virtual — and real-life — Heroes” provide an overview of the Save-a-life-Simulator, an immersive online experience that lets users make virtual life-or-death choices and teaches the proper steps to follow. The Save-a-Life Simulator has gained viral momentum, training more than 5.5 million people to save a life since the spring of 2012.
The agency’s third Silver Anvil was won for the entry, “Land O’Lakes Brings Butter Back.” Exponent helped inspire younger generations to cook with Land O’Lakes Butter more often, through a digitally integrated campaign that leveraged celebrity blogger and Food Network personality, Ree Drummond, The Pioneer Woman.
Exponent’s fourth Silver Anvil was awarded for the entry, “International Olive Council Adds Life to Olive Products Promotion,” in which Exponent developed a multifaceted campaign — called Add Some Life — that showcased how olives and olive oil can add excitement to everyday life, to help reverse stagnant sales in North America.
The Bronze Anvils, which honor tactics within public relations programs, were first announced in May. Exponent received three Bronze Anvils for work on behalf of Farm Credit Mid-America (in the annual report category), Medtronic Foundation (in the website category) and Winfield (in the direct mail category). The agency also received three Bronze Anvil Awards of Commendation for its work on the International Olive Council, Medtronic Foundation and Winfield.
“This recognition is a reflection of the creativity, passion and effectiveness of collaboration with our wonderful client partners,” said Tom Lindell, managing director, Exponent.
The New Digital Consumer
What’s the new consumer path to purchase, and are you ready for it?
As participants discussed at the recent Advertising Research Foundation conference in Minneapolis, the traditional sales funnel from awareness to purchase is a thing of the past. The new path to purchase is nonlinear and complicated, more like a flight map than a funnel.
To expand on the metaphor: There are more touch points (cities) at which users connect with the brand and more channels (flight paths) and platforms (type of plane) on which they can connect.
Think about buying a new car. In the past, you might see a commercial on TV that piques your interest, ask friends and family for their opinions, read some reviews, visit a couple dealerships and then buy a car when there’s a big sale.
Today you are more likely go online and start searching for cars based on specific requirements, read reviews on Edmunds.com, take to Facebook to ask for advice, and check out a dealer website on your iPad after seeing a commercial on TV. Once you finally make a trip to the dealership, you might even whip out your phone during negotiations to check prices at neighboring dealerships.
The path to purchase just got a lot more complicated.
This poses a huge challenge for marketers because it requires a much deeper understanding of the audience and their user journey to determine which channels and platforms are right for their brand (not everyone brand should be on Pinterest).
Mapping the new consumer path to purchase is only half the battle. The real work happens when you aspire to build a truly holistic strategy that engages users and gives them the content they want, when and where they want it. Within an integrated, full-service agency, this requires a level of client and cross-functional team collaboration that was unheard of in the days of Mad Men.
The digital landscape is changing rapidly. However, I believe there is enormous opportunity for brands and agencies to capitalize on these changes if they take a step back and build a holistic strategy based on a deeper understanding of their audience, the consumer path to purchase and the impact emerging digital trends will have on their businesses in future.
Pedal Minnesota: Inspiring People To Explore The State By Bike
Pedal MN Case Study
Research shows that if people were inspired and made more comfortable with biking, they would do it more often. So we created Pedal Minnesota, a campaign that celebrates all the things that make biking in Minnesota so great. The campaign itself is built around a new slogan that rightfully declares Minnesota, “The Bike Friendly State.” This simple, memorable statement conveys many of the reasons why Minnesota is a great place to ride: accessibility, culture and inclusiveness.
To inspire and mobilize bikers we needed to make biking – and information about it – more accessible. PedalMN.com does just that. A biker-friendly website that serves as the ultimate go-to resource on biking in the state, PedalMN.com features an interactive map, lists of bike-related events, safety tips, trip-planning ideas and much more in one friendly, easy-to-use site. Other elements of the integrated campaign included online video, SEM and high-impact outdoor, including bus shelters that were converted to bike tune-up stations. Just launched in the summer of 2012, the campaign has already garnered media attention and rallied the support of six state agencies and a major corporate sponsor.
Minnesota is a great place to ride a bike. We have more bike commuters per capita and thousands of miles of paved and off-road trails. We have the largest bike share program in America. The state regularly appears at the top of “Best Places to Bike” lists. And our distinctive, rich and active bike culture is second to none. Despite this vibrant bike lifestyle, there are still those who are intimidated by the idea of throwing a leg over a saddle and going for a ride. Our challenge was to create a consumer campaign that would inspire and mobilize new or infrequent bikers to get out and ride more often, and create a hub for all things biking in the state.
Open Advertising: Inspiring Intellectual Diversity In Agencies
As advertisers, we have incredible influence to move things forward and take on challenging issues of culture, society, technology and economics. We can spur honest conversations (even if they’re difficult), and create work that broadens discourse instead of reducing it.
In order to accomplish this, our industry needs diverse intellectual talent — people who see and experience the world in many different ways. But a disturbing trend is emerging: women and men who would have once pursued a career in advertising are being lured away with tempting offers from startups and tech companies (see 8 Reasons To Choose A Startup Over A Corporate Job). Attractive new job offers, coupled with a less-than-favorable reputation as an industry (advertising is the 10th most hated profession in the U.S. according to Gallup), means that advertising could be facing a very real shortage of diverse intellectual talent in just a few years’ time. A lack of talent means our industry’s point of view will become staid and our ability to create change will quickly fade.
The issue of talent is precisely what we set out to address in our recent collaboration with the 4A’s, a leading ad association looking to jump-start a dialogue with the next generation. The project was designed to share untold stories of real people who work in agencies. But before we could tell their stories, we needed to know what we were up against.
We began by talking with college students and young advertising professionals in order to understand the gaps that exist between students’ perceptions and employees’ reality. We asked similar questions of both groups and then compared their responses. The results were staggering: the things that students are most wary of are the same things young working professionals enjoy most.
In general, students believe that 1) You have to be a brilliant creative genius to make it in our field, 2) There aren’t enough ad jobs to go around for those who are interested, 3) Digital agencies are the only ones that work with new technology, and 4) Agencies are cutthroat, backstabbing places that eat their young.
Most of these perceptions are unfounded. First, young professionals told us that they thrive on the creativity in agencies, whether they’re an account executive or a copywriter. Second, they found jobs by landing internships, meeting the right people and having the right attitude, even when the job search sucks. Third, they work with emerging technology every day — it’s actually an area where they feel the most empowered. Finally, those just starting out in advertising told us story after story about how much they enjoy collaborating with coworkers, how welcoming agencies are, and how most of the folks they work with are driven to create great work rather than clutter the world with more garbage.
The disparity between perceptions and reality means that it's up to us to redefine creativity and show that there are many seats at the table, help students understand that finding the right internship is the first step toward finding the right job, communicate that technology is the lifeblood of every agency and an area where young talent rules the roost, and last but not least, show that advertising is the new team sport.
On the heels of our research came a new website, openadvertising.aaaa.org, designed to open up the walls of our agencies and welcome those who are skeptical, excited or curious about our field. The site features short videos from art directors, writers, strategists, analysts and account executives that show what a day in the life is really like, which we hope will dispel misperceptions along the way.
Colle+McVoy had the pleasure of creating four videos for the site that feature our employees. Take a peek at our stories (and the new OpenAdvertising site). We’d love to hear what you think about where our industry is headed and what we could do to make it better than it’s ever been before.
An Analysis of Social Media Engagement Tools
Maintaining a social media presence has become an essential part of the marketing mix for just about any consumer-facing brand. In fact, enterprise class corporations now have 26 employees on average creating social content on their behalf (Owyang, Jeremiah. Social Media Management: An Industry Perspective).
Although marketers realize that a social media presence is crucial, social media (or community) management is still a young discipline. Over 80% of enterprise-class corporations’ social media programs are less than three years old (Owyang, Jeremiah. Social Media Management: An Industry Perspective). The exciting part is best practices are still being forged all the time. This includes the emergence of a handful of social media engagement tools that aim to help social media teams listen to and interact with their communities.
It’s important for marketers to stay abreast of the tools that can make us more effective while engaging in the social space. That’s why we’re constantly evaluating social media engagement tools. Most of these tools include features like:
- Conversation streams from various social networks to keep an eye on what’s being said about your brand
- The ability to flag or assign posts for follow-up and facilitate collaboration between team members
- Publishing capabilities for multiple social networks to broadcast content to your community
- Post-level analytics to gauge the effectiveness of your content
Of course, you should always keep your specific social media objectives in mind when evaluating these tools. But, to help narrow the list, a recent evaluation from Colle+McVoy identified three frontrunners: Hootsuite, Buddy Media and SocialVolt.
In our particular case, we were looking for a tool with a good balance of collaboration features, real-time listening, post-level analytics and publishing capabilities across multiple networks.
HootSuite provides the most bang for your buck. It offers solid analytics, a decent user experience, and standard collaboration features like assigning community posts to team members for follow-up, for $5.99/month, plus $15 per additional user per month.
Buddy Media is a true enterprise solution, with a scalable offering that spans just about every social network. It is one of the few tools that provided options for publishing to a YouTube channel.
SocialVolt is solid across the board. Although more expensive at $1,800 per month for the professional edition and a website that leaves you needing a live demo for the full picture, we were still very intrigued.
The most important thing we learned through our evaluation is that there is no one-size-fits-all solution. No silver bullet. It’s extremely important to articulate your goals for the social space and tailor your team and tools to them. We did arrive at a clear decision for the tool that best fits our particular needs: HootSuite.
HootSuite provides all the necessities a social media team needs in a clean and intuitive interface. Collaboration is streamlined. Publishing capabilities include almost all social networks and post types. Analytics are integrated across the board. Customizable conversation streams on the home screen allow you to keep an eye on the conversation. And, perhaps an often-overlooked benefit, the training necessary for a team to use the tool would be minimal.
If you’re part of a social media team that could use some streamlining, there’s a good chance one of these tools could make your life easier. Just don’t forget to consider the whole picture before jumping on the bandwagon of any single one. It’s a long list.
Now Hiring: Interactive Associate Creative Director
Colle+McVoy is looking for an experienced Interactive Associate Creative Director to help guide agency projects across the breadth of digital media: website, mobile and emerging media, social media, and digital campaigns. The ideal candidate will have extensive digital experience with a focus on conceiving, directing and executing groundbreaking interactive work.
Click here for full description and application.
Colle+McVoy is an Equal Opportunity Employer.
People Google It...
...Even When They Know Your Website Address
According to a recent comScore ranking of search engine activity in the U.S., more than 20 billion total searches were conducted across major search engines in December 2011. That’s a lot. 3% more than were conducted the previous month.
But the figure shouldn’t be too surprising given the role search plays in our lives. Another recent set of data from comScore, shared in its annual U.S. Digital Future in Focus report, found that the U.S. market for search grew at an 11% clip last year. Not only did 2011 see a slight 3% uptick in unique searchers, but existing users of search ran 7% more searches. It’s clear that we rely on search to discover. And our reliance on it is clearly increasing.
Our analytics team fielded a question from one of our clients about how people use search engines to make their discoveries and interact with the Web. Specifically, our challenge was to use Google Analytics to demonstrate whether people still rely on search engines even when they had already discovered the content they were seeking.
The ChallengeDo people continue to use search engines even when they already know the URL?
- Assume visitors returning to a website already know the URL.
- Acknowledge that this means return visitors would arrive through direct sources rather than through search.
- Compare a full year’s worth of return traffic sources to those of new visitors among site profiles within Colle+McVoy’s Google Analytics account.
What This MeansReturning visitors are much more likely to find your brand through search, even when they already know your website address. The data above indicates that visitors continue to rely on search engines even after they have some level of awareness regarding their intended online destination. Marketers therefore need to ensure that their online presence is relevant enough to appear in search engine results not only for first-time visitors—but also for those who have already been to the site.
It’s A Blog World, After All
Bloggers can get a bad rap. “Who even reads blogs?” is often a question posed by teams or clients when discussing a potential blog outreach program. Actually, a lot of people read blogs. According to eMarketer, the number of blog readers in the U.S. will reach 122.6 million in 2011, representing 53.5% of Internet users.
I’ll be the first to admit that not all blogs are good blogs. It’s like finding websites – there’s the good, the bad and the ugly. However, when you want a third-party endorsement for your brand online, bloggers hit the sweet spot.
Here are some points of differentiation that make bloggers a powerful influencer group, and some ideas for how you can best work with them on behalf of your brand.
PassionI love working with bloggers because they are passionate about their subjects. In most cases, bloggers are not making a living off their blogs. Unlike reporters, who are given topics by editors, bloggers can write whatever they want and provide a POV. The end result is content that reflects their personality, with priceless personal anecdotes about your brand.
Tip for marketers: Pay it forward.
Always think about how you can help a blogger create relevant content and further establish credibility within his or her community. Ultimately, they’ll work with companies that help increase their readership but allow them to remain authentic to their beliefs and interests.
PersonalizationBloggers reveal a lot of personal information. In fact, they need to share personal information to build their brand and provide a way for readers to connect. A blogger’s personal life directly effects what they are writing about on their blogs. Life events such as getting married, having a baby or traveling will have a direct effect on their blog’s content and frequency.
Tip for marketers: Do your research.
You can find out a lot about bloggers through their posts, about sections, and social channels. Read as much as you can, and personalize each message to account for recent developments in their lives. You don’t want to appear insensitive or ignorant for not knowing something they’ve already made public.
CreativityBloggers are able to experiment and push the boundaries because they aren’t answering to a larger team. They don’t need to get permission to write about controversial or unpopular topics. Also, because they are topic experts, bloggers help identify and create “What’s Next” before anyone else.
Tip for marketers: Be flexible
Constantly solicit feedback from bloggers and allow them to help customize a program. Don’t be afraid to provide suggestions, but always allow bloggers to infuse their own creativity and ideas.
Obviously, I’m a fan of working with bloggers. Bloggers are able to organically create a highly engaged community of readers, fans and followers. Their influence is invaluable as a third-party endorsement to help fuel conversations and reach your target audience. In the future, bloggers will continue to thrive. What do you think makes great blogs stand out in all the online noise?
Standing Out and Creating Serendipity at SXSW
Pete Cashmore and Dennis Crowley’s presentation, Enabling New Experiences & Creating Serendipity Through Check-ins, was the most tweeted about presentation at the 2011 SXSW Interactive Festival. According to SXSWTalks.com, there were over 5,500 tweets during their presentation, which generated more than 10 million impressions throughout the Twittersphere within 24 hours. Across all social media, the reaction to their presentation was 93 percent favorable, with 38 percent of these posts being positive.
The purpose of our proposed SXSW presentation, SXSW Presentations: The Good, The Bad, The Trending, is to get to the bottom of what makes a stand out presentation at SXSW. Pete and Dennis’ presentation fits the bill, which is why it’s highlighted here. Not only did it generate a significant number of tweets, but it also spread at an impressive clip with 46 percent of these tweets being retweeted. It’s amazing to think that 140 characters can spread to 10 million people over the course of 24 hours.
In addition to the quantitative analysis conducted at SXSWTalks.com, we assessed the presentation qualitatively by listening to the presentation and watching clips of it on You Tube. Based on our analysis, we’ve arrived at the following hypotheses:
Involve the Audience and Give HugsThe Crowley family won Family Feud in 2009. Creating a perfect excuse for Pete Cashmore to poll attendees with random questions about Dennis and then emcee a quasi-Family Feud event. As Pete proposed questions, he encouraged audience participation. He also facilitated an open mic Q+A at the end of the presentation. Dennis even gave a woman a hug. Moral of the story? Get the audience involved and give hugs.
Unveil Exclusive InformationWhen Dennis first arrived onstage, Pete crowned him mayor of SXSW. Minutes later, Pete asked Dennis about the just-released version of Foursquare. Seconds after that, they were discussing venue harmonization, Foursquare’s most recent product enhancement. To wrap up their discussion, Dennis insisted on making an announcement about an exclusive Foursquare party. Give the audience a feeling of exclusivity and you’ll have them eating out of the palm of your hand.
Dual Format Popularity is an AnomalyThere are six different presentation formats at SXSWi. Surprisingly, this was the only dual format presentation in the top 10 most tweeted about presentations at SXSWi. Four of the top 10 most tweeted about talks were panel presentations with four or more speakers. Less isn’t more in this case.
If there were a proverbial social media iceberg, this would only be the tip of it. Mike and I hope to earn your vote to make a trip to the 2012 SXSW Interactive Festival to present our full analysis. And, if we do make it, be sure to check-in to our presentation on Gowalla, because that’s what the cool kids do. One hundred and fifty five people checked in to Pete and Dennis’ presentation on Gowalla, compared to 31 people who checked in on Foursquare. Wait, what? That’s right. Austin-based Gowalla out-checked-in Foursquare. #winning
Full audio of Pete and Dennis' presentation:
WinField: InterLock® Case Study
To attract the attention of busy growers, we mailed them a locked metal box that included a personalized URL with information on how to unlock it. While on the website, they viewed a short video that demonstrated just how effective InterLock® really is. Inside the lockbox was a sample of the product and a brochure that reviewed its benefits. Was it successful? Commonly, direct mail has about 6 percent open rate, but this particular campaign experienced a trackable open rate of around 50 percent. Moreover, more than one-third of those who saw the demonstration locked in an order of InterLock® for themselves.
C+M Recognized in 2012 OMMA Awards
- Member’s Choice voting takes place until Sept. 28 -
MINNEAPOLIS, Sept. 4, 2012 – Colle+McVoy has been recognized three times as a finalist in the 2012 OMMA Awards, which celebrate the year's best in online media, marketing and advertising. Winners will be announced Oct. 1, 2012, during MediaPost’s OMMA Awards Reception at the OMMA Global New York Conference and Expo.
The OMMA Awards for Online Advertising Creativity were created in 2006 to honor those advertisers that push the potential of online advertising creative. While the finalists were selected by the MediaPost editorial team and will be judged be the 2012 OMMA Awards panel, there is also a “Members’ Choice Award” when people can vote online until 5 p.m. EST on Sept. 28 at http://www.mediapost.com/ommaawards/judging/.
Colle+McVoy work being recognized includes Pedal Minnesota, an integrated campaign advocating more bicycle use and attracting more tourists to the state, in the Integrated Online Campaign - Travel and Tourism category, and Medtronic Foundation's Save-A–Life Simulator, an immersive online experience promoting proper and timely bystander response to sudden cardiac arrest, in the Web Experience - Non–profit category. Colle+McVoy is also a finalist in partnership with Nina Hale in the Search Marketing – SEO Campaign for the Land O’Lakes website.
C+M Nominated For A Webby Award
Colle+McVoy has been nominated for a Webby Award! For the fourth year in a row, our work was selected from 10,000 entries worldwide. This year, the agency's website, collemcvoy.com, is one of five nominations in the Professional Services category.
International Olive Council Selects Colle+McVoy For Campaign
MINNEAPOLIS, Nov. 9, 2011 – The International Olive Council (IOC) has selected Colle+McVoy and its public relations partner Exponent PR as agency of record to promote olive oil and olive consumption in the United States and Canada. An 18-month campaign, called “Add Some Life,” will be driven through public relations and events designed to inspire and expand North American interest in all things olive.
“The IOC awarded Exponent PR the business after a thorough evaluation of every proposal submitted,” said Jean-Louis Barjol, executive director of the IOC. “We were drawn to the fresh ideas the agency presented to promote olive products in North America, as well as Exponent’s proven track record of increasing share of voice within the food and nutrition industry.”
The new “Add Some Life” campaign celebrates the many culinary facets of olives and olive oil, including the flavor, health benefits and the sense of delight it adds to everyday eating. A key goal is to promote the health benefits of both olives and olive oil while showcasing the versatility of each.
“Olive products offer numerous health benefits and are a great value when you consider their many health, taste and versatility benefits,” said Tom Lindell, managing director for Exponent PR. “Our team will draw upon its deep food marketing experience to increase consumer purchase in the short term, while attracting new consumers in the long term.”
An information-rich website will launch this fall and provide consumers with health information, recipes and tips for cooking with olives and olive oil. The campaign also will feature a Facebook page and Twitter feed.
This new assignment adds to the explosive growth Exponent PR has experienced in the last year – expanding by more than 50 percent from 2009 to 2010. The agency projects continued double-digit growth in 2011. Exponent PR specializes in the food category (stretching from farm to table) and provides deep expertise from work with clients like the North American Olive Oil Association, Caribou Coffee, General Mills, Pillsbury, Muir Glen Organics, Land O’Lakes and DuPont.
The International Olive Council (IOC) is the worldwide body that sets quality standards for the olive and olive oil industry. Based in Madrid, Spain, the council is an intergovernmental organization created in 1959. It is charged with implementing the 2005 International Agreement on Olive Oil and Table Olives, the purpose of which is to promote trade, consumption and international cooperation in the fields of olive oil and olives.
Visit www.internationaloliveoil.org for more information.
Colle+McVoy: 2012 SXSW Panel Picker
Visit SXSWTalks.com >>