Shreveport-Bossier Tourism/Casino Co-Op: ShreveBo
The Shreveport-Bossier City Convention and Visitors Bureau formed a cooperative endeavor with five casinos to create a marketing campaign to draw visitors to the city.
Challenge: When two new $300M properties in Oklahoma were built the traffic from DFW began heading North since the commute was only one hour compared to 3 hours to Shreveport. In addition, the total marketing budget for gaming entities in the DFW area was $17M, while Shreveport-Bossier was only spending $500K.
Insight: Consumers believed that Las Vegas was too much (too much glitz, too much clutter and too much sin) while Oklahoma was not enough (not enough winning, not enough entertaining, not enough experience) and Shreveport was just right.Solution: A message that spoke to the heart of the matter: “ShreveBo” is so much better than OK. A multi-media campaign that covered over 50 different touchpoints through traditional media (radio, outdoor) as well as digital (social media, email, search, banner ads) and hybrids (pURL direct mail, call center, dashboard to gather all online conversations and a website that provided landing pages and conversion forms) to reach all potential consumers and build a relationship with them.
Result: Only two weeks into the campaign and we have already received over 8000 leads (each trackable back to it’s original referral source) and are averaging a 19% conversion rate.
In addition, each of the casino hotel's participating in the campaign have been booked at full capacity since the initiative began.
Louisiana Economic Development: Year of the Song
Louisiana Economic Development’s Department of Entertainment has worked diligently for the past years to maximize the tax credits provided to film, television, music and theatre productions to lure them to the state. They have been so successful with this mission that Louisiana is now 2nd in total production dollars – ranking higher than California.
Challenge: A big initiative for the state in 2010 was to focus on songwriters and the music industry. Each year, the office of Louisiana Entertainment hosts a Grammy party that celebrates Louisiana musicians (especially the Grammy nominees) at a brunch during Grammy weekend. The competition for attendees is fierce and it is a challenge to actually get the guests to attend.
Insight: It was important to position the songwriters as the foundation for the rest of the entertainment industry. For the Grammy Party, celebrating the music and the musicians as well as the rest of the Louisiana culture is key to attendance.Solution:
The Legislature declared 2010 the “Year of The Song” and we created a brand identity around it. In addition there have been a series of songwriter conferences held to really foster that side of the industry. For the Grammy party, we developed a pURL (direct mail with a personalized URL) that was mailed to the industry insiders we wanted to attract to the event.
Result: Russo developed an identity for the initiative that captured not only the look, but also the feel of the Louisiana music and its strong roots and history.
The direct mail developed for the Grammy Party, garnered a 34.8% response and it was standing room only at the event. A true success that far exceeded our expectations.
LAGCOE: Regional tradeshow goes international
Founded in 1955, this biannual oil and gas tradeshow has grown to become the 2nd largest in the United States.
Challenge: The Louisiana Gulf Coast Oil Exposition has always focused on the companies and production in and around the coast of Louisiana. As exploration expands around the globe, this tradeshow needed to find a way to grow with it.
Insight: After speaking with executives in the energy industry, it became clear that they believe a large number of the tools and processes used at drilling sites around the world have been developed by people and companies based in the Louisiana area. Although a number of headquarters have moved to Houston, Lafayette and the I-40 Energy Corridor still have a very important place in the industry. As businesses decrease travel due to the recession, especially costly international travel, there was a concern that the show wouldn't be able to attract international attendees.
Strategy: Position LAGCOE as more than just a regional gulf coast tradeshow and expand it's draw to international companies. By developing an international audience of attendees the impact of the trade show would expand with the growth of the industry. Updating the brand identity, creating a new theme, Fueling the Global Quest for Energy, and developing new online and printed marketing materials (including translations into six different languages) while working with the U.S. Department of Commerce to distribute the materials oversees positioned LAGCOE for growth
Results: The 2009 Expo attracted more 16,000 attendees (a 14% increase), including 200 international visitors from 16 foreign countries, and more than 400 exhibitors. This resulted in a $10million economic impact to the host city of Lafayette. Additionally, the International Trade Center and the International Trade Development Group awarded LAGCOE the 2010 International Achievement Award.
Natchez, Mississippi: Small town that time forgot
The city that time forgot. Without a major interstate running through it, Natchez had not developed like so many other towns. This disadvantage became an opportunity to build a whole new business in this town of Southern culture, grace, and beauty.
Challenge: Without a major interstate, airport or any other business development, Natchez' population had changed very little over the past century.
Insight: The well preserved antebellum homes and converted bed & breakfasts had made this quaint town the perfect vision of the old south. In a time when people look for history to cling to, preserving that history and that way of life can be very attractive to tourists.
Strategy: Position Natchez as a destination wedding location. So many girls dream of big weddings with a prince and a big dress. A big southern wedding is the closest thing to royalty in America. With big hair, big dresses and a horse drawn carriage, it's as if the fairy tale has come to life.
Results: With a campaign that kicked off in Southern Living magazine, the town saw a 12% increase in weddings within the first year, with some bed and breakfasts seeing up to a 38% increase in bookings over the previous year.
Acadia Parish Tourism Commission: Collection of small towns along I-10 in Louisiana
Building a campaign around the lifestyle and the promise of slowing down to smell the jambalaya. This series of print ads and direct mail pieces highlighted the beauty of the area, the recipes of the food and the joie de vivre of the people.
Challenge: This prairie land along the Interstate 10 corridor in South Louisiana looks like the land that time forgot. Although beautiful and peaceful, very little hospitality business was being driven to the small towns in this area.
Insight: With a large number of TV vacationers traveling between New Orleans and Houston, would spend time in beautiful historic quaint towns that had a great RV park. In addition, larger, more well known area's, such as New Orleans, Lafayette and Shreveport garnered most of the attention from travel planners and tour companies, leaving this culture rich area uninvited to the party.
Solution: To draw attention to the area, an identity, tourism DVD kit and supporting collateral was produced that captured the tradition and simplicity of the area, with an open invitation to experience their way of life. Media kits and a direct mail campaign was also developed for travel planners throughout the country in order to educates them on why Acadia parish was a place that deserved their attention.
Result: Revealing the overlooked importance of such a unique area, Russo helped gain an entire region, the national identity it deserved. As a result, RV parks throughout the parish remain filled, with reservations booked 8 months out. Local business throughout the parish have also benefited from an increase in traffic throughout the year.
First Bank and Trust: Regional Financial Institution
Beyond marketing, Russo developed a brand plan that positively impacted First Bank's bottom line, as well as leverage their status as the "Official Banking Partner of the New Orleans Saints." The "First Bank Fred" campaign, along with consistent brand messaging across a diverse range of collateral pieces throughout the year, helped establish First Bank and Trust as a trusted partner in the business economy, resulting in end of year totals showing an increase of $109 million dollars – a 22% increase of assets.
First Bank and Trust, a New Orleans based business bank with locations throughout the Gulf South came to Russo to create brand campaign to establish the small business bank and position them to better compete with the larger national and regional competition.
Challenge: During post Katrina New Orleans, all banks were faced with the mass exodus of customers, thousands of foreclosures and bankrupt business customers. First Bank & Trust, serving the Greater New Orleans and Gulf Coast region was no exception to the struggles of the community.
Insight: Consumer perception disconnects were identified and without graphic standards in place, the visual identity and message of the bank was incredibly inconsistent; resulting in the question - were they a business bank or a retail bank?
Solution: First Bank and Trust needed to establish themselves as a premier business bank, as well as establish themselves as the official bank of the New Orleans Saints. From this, “First Bank Fred” was born. Fred helped to link their relationship with the Saints, as well as inform potential and existing clients of their business model. In addition, Russo developed a comprehensive brand strategy to incorporate the bank’s seven different entities under the First Trust banner. Once accomplished, the focus transitioned through the brand plan and evolved towards the products of the bank - developing a campaign to position the bank in the hearts and minds of the community. Message strategy included the viral elements of dedicated website and street promotions.
Result: Beyond marketing, Russo developed an identity and presence for the Bank that positively impacted their bottom line, as well as prepared them for continued growth. The "First Bank Fred" campaign, along with consistent brand messaging across a diverse range of collateral pieces throughout the year, helped establish First Bank and Trust as a trusted partner in the business economy, resulting in end of year totals showing an increase of $109 million dollars – a 22% increase of assets.
(View sample work from First Bank and Trust Below.)
Download an edited* version of the First Bank and Trust Brand Book to learn more.
Downtown Lafayette: Central Business, Arts and Entertainment District for Lafayette, LA
Following the launch of the “I Am Downtown” campaign, Downtown Lafayette once again became part of the conversation - inspiring an ownership and pride within Lafayette’s growing creative class.
Challenge: Most downtowns fell on hard times in the 80’s as city planners moved their efforts towards the suburbs. Downtown Lafayette had a resurgence in the 90’s, but in the past 6 years, growth had slowed to a crawl with development focused on new business corridors on the south side of the town.
Insight: The community lost it’s connection with what used to be the center of town. They needed to reconnected the arts and cultural center of the area, while regaining a pride and ownership in an area that represented thier culture as a whole.
Solution: Change the conversation to remind consumers of Downtown Lafayette and rebuild excitement in it’s promise. A comprehensive brand assessment was developed by Russo that used psychographic research to identify their audience, and build a messaging system that would motivate consumer behavior.
Result: The “I Am Downtown” campaign established an emotional connection that gave ownership back to the people. Sales at its signature annual event, Downtown Alive, increased 46% and corporate sponsorships increased 33% – resulting in a significant revenue surplus for the year. In addition, during a deep recession, retailers reported that Q4 of 2008 was one of their strongest in years.
Download an edited* copy of 'Downtown Lafayette's' Brand Book to learn more.
Download Downtown Lafayette's Brand Standards
Oncologics, Inc.: Regional Gulf Coast Cancer Treatment Facility
As OncoLogics’ agency of record for over 4 years, the Russo Group helped brand OncoLogics as a leader in cancer treatment throughout the state and beyond. Through trade publications, national public relations efforts and a community based branding campaign, OncoLogics continued to grow both in size, capabilities and superior staff. Their most recent acquisition was theTomoTherapy Hi-Art System, making them one of only a handful of cancer treatment facilities in the world to utilize such technology.
Challenge: OncoLogics is a regional cancer treament facility with locations throught Louisiana and Mississippi. The challenge OncoLogics faced, was overcoming perceptions that the best cancer treatment could only be found in larger metropolitan areas. The reality was that OncoLogics had some of the most advanced technology available anywhere. The problem – no one seemed to be aware they even existed.
Insight: Our research showed that patients recover better and faster when they are able to receive treament close to home, and that patients who were treated at OncoLogics were extremely loyal and impressed with their personal approach and investment in treating their cancer.
Solution: The “Treating Cancer Personally” campaign helped to emphasize the high tech equipment and processes that could be found locally while subtly reinforcing the additional benefits of local care. In addition, a grassroots styled marketing effort helped to establish OncoLogics as a local partner in the fight against cancer.
Results: As a result of the comprehensive grassroots branding initiative Russo developed, Oncologics experienced an increase in physician referrals, with most of those referrals attributed to consumer request. New patient goals for the campaign were surpassed by 122%. An employee recruitment effort had to be launched quickly following the launch of the campaign to assist with the volume shift.
In addition, For three consecutive years, Women’s and Children’s Hospital, OncoLogics’ partner in an ongoing breast cancer awareness campaign, has seen an increase of over 30% in mammograms scheduled as a direct result of their strategic partnership with OncoLogics. Approximately $396,000 in earned media was obtained over the course of the campaign.
Louisiana HonorAir: Organization dedicated to flying WWII Veterans to see their Memorial
The efforts of Louisiana HonorAir have resulted in 17 flights that have transported almost 1,800 Veterans to our nation’s capital - each funded by Louisiana residents and businesses. Over $1.7 Million was raised, largely through private donors in the amounts of $25 and $50. The biggest reward for us came with the knowledge that we were able to assist with such a worthy cause.
Challenge: Louisiana HonorAir is an organization of local citizens whose mission is to provide every able WWII Veteran the opportunity to personally view the World War II Memorial, dedicated to them in Washington, D. C., in 2004. Due to rising fuel costs and an ever-growing list of heroes who had yet to see the Memorial, a waiting list had to be formed as LHA began a search for additional funds. In addition, time was of the essence, as the youngest of the Veterans was 78 years old when the memorial was dedicated in 2004.
Insight: Funding for the next year would include 8 US Airways chartered flights roundtrip to Washington D.C., along with motor coach transportation to the Memorial. In addition, medical care for those who may needed assistance on the journey was also taken into account. Louisiana had the chance to be the first state to provide this opportunity to every Veteran statewide, but the only way this could occur is through greater awareness, public generosity, and government involvement.
Solution: A grassroots movement was formed in order to educate and inspire the public to not only give, but also participate . Our goal was to make an emotional connection, reminding the public about the sacrifices made by these hero's to ensure our freedom. Once the funds were raised for the initial flight, an enormous amount of PR was generated, with crowds of thousands gathering at the airport to welcome the veterans home after their flight. In addition to developing a brand identity, mass media campaign and collateral materials, Russo also designed and published a 300 page commemorative book that was given to each of the veterans and their families.
Results: The efforts of Louisiana HonorAir have resulted in 17 flights that have transported almost 1,800 Veterans to our nation’s capital - each funded by Louisiana residents and businesses. Over $1.7 Million was raised, largely through private donors in the amounts of $25 and $50. The biggest reward for us came with the knowledge that we were able to assist with such a worthy cause.
Fly Lafayette: Branding campaign developed for Lafayette Regional Airport
With companies concerned about safety and the delays that often occur on the interstate while travelling to the next closest airport, a multi-media campaign aimed directly at the top 500 businesses in the area communicated the message – “It’s Time Acadiana, Fly Lafayette”. The campaign was launched with a standing room only press conference, that in many ways was a successful result of its own. The earned media helped to change the conversation with the target audience, as well as deliver the new message that it was indeed time to fly Lafayette.
Challenge: Lafayette Regional airport was rocked by a 13% decrease in travelers following the tragic events of 911. After 4 years, enplanements were still down, as the rest of the travel industry began to recover. At the end of 2005, they still weren’t back up to the levels they were at in 1999. The next closest airport was one hour away in a larger town, but offered more direct flights that were are on average, $150 less expensive.
Insight: Consumer insight indicated that leisure travelers would continue to spend the two hours round trip in order to save an avg of $150 per traveler. Business travelers however were more willing to spend the money to fly locally if we could provide a compelling reason to do so.
Strategy: With companies concerned about safety and the delays that often occur on the interstate to the next closest airport, a multi-media campaign aimed directly at the top 500 business in the area communicated the message “It’s Time Acadiana, Fly Lafayette”. The campaign was launched with a standing room only press conference, that in many ways was a successful result of its own. The earned media helped to change the conversation with the target audience, as well as deliver the new message to those who needed to hear it most.
Results: Within the first 6 months of the campaign, travel grew 18% and has continued to grow at double digit rates every year since. The use of radio, direct mail and earned media helped to generate an awareness of the many benefits that come from flying local.
