Front Runner Athletics Case Study

The Challenge:

After the outstanding success of the “I Dream” spots on local cable stations, we became Front Runner Athletics official agency of record.  They asked us to expand the “I Dream” campaign on air, online, and in social media.

The Solution:

Early in 2012, we began to develop the next campaign for Front Runner Athletics, “The Dream Begins”.  First, we decided to create a content marketing campaign that would focus on one sport at a time, instead of all four sports into one campaign.

The first sport we would focus on would be running.  Our creative team worked for weeks developing a script for a short feature.  We cast Reanna Curlee, a local acting hopeful, as the main character. 

In July, we began running the teaser on air during the Olympics on the local NBC affiliate and also across local cable channels.  We shared the teaser across their social media platforms and their newsletter.  The teaser said to visit Front Runner Athletics website to see the full feature, which was the only location we placed the feature.   The purpose was to deliberately generate a measurable increase in traffic to their website.

Now, this campaign was far more than just a video production project. 

At the filming of the final scene in the short feature, we casted over 200 people as extras.  On the day of the filming, we created autograph cards with Reanna’s picture on it.  When presented to Front Runner Athletics with Reanna’s autograph on it, the individual would receive an in store discount.

We also placed back to school ads in the local universities/college’s student information packets, which ensured the longevity of the campaign through the beginning of the school year.

We also involved a local high school to provide concessions for the extras and crew, helping them to earn money toward a trip they had planned for the coming school year.

We successfully implemented a multifaceted content marketing campaign for a local company over the air, on the internet, in print, and on social media; all within a local budget; proving once again that our “Dream” campaign, was the perfect way to reach the demographic of Front Runner Athletics.

Creativity Design

Products

When the bacon themed products started to appear everywhere, I thought, “Really? Someone is making money off this?” As a creative agency, we have some pretty crazy (and we’d like to think, good) ideas bouncing around the office. But these products took the combination of creativity + design to a whole new level. Whether you find them useful in your own life or not, you have to admit that the designer has a special kind of imagination. 

Shag Carpet Skateboard

I have an idea: Let’s combine the street-cred activity of the 80’s with the flooring of the 60’s. I’m no skater, but I always thought the sandpaper surface was there for a reason (maybe grip?), since they’ve all had it since the dawn of the sport. But if these guys can really pull it off by just by adding a slice of Grandma’s den floor, I say, “Skate or vacuum, dude!” 

(Shaggo.com)

Cardboard Animal Trophies                           

Hey look! I caught a cardboard elephant and mounted it on the wall! Although I’m a little confused by this one, I can’t help but wonder how much time the original artist put into not only the basic design, but tweaking the measurements for the cuts. And there are multiple animals to choose from.  

(CardboardSafari.com)

Modular Cardboard Walls

Cardboard seems to be a pretty popular material. We discovered this one when we were looking for an inexpensive, temporary way to create a partition in our open space (ie. hide some of our junk). They come in all colors, require no tools, and are made from recycled cardboard. I think we ordered five boxes, and I put it together, so I can tell you it’s super easy. Makes a very neat focal point. (MIOCulture.com)

                                                                

QLOCKTWO Wall Clock

Wall clocks have become decoration at this point, and this one is a beauty. A fun twist on the digital clock, it comes in several different colors, and is like a combination of a digital clock and a word search puzzle.  (Amazon.com)

Convertible Sofa Bunk Bed

At first glance, this has a bit of an Ikea vibe to it. But this is much more innovative than your standard fold out couch. Transforming into bunk beds rather than a standard bed, we’re back to a modern, space-saving product with clean lines and functionality. (Bonbon.co.uk)

 Please leave us some of your favorite creative design finds in the comments. We love seeing this stuff!

Keywords: weird products, quirky products, creative products, creative agency, creative designers, crazy products, crazy ideas, bacon products, creativity

Marketing to Millennials

As your business considers the best way to convince young consumers to sample your products and/or services, you should keep 2 specific details in mind while you determine which ad platforms work best. This generation has always been digital so it should be no surprise that at least ½ of these consumers use social media to find information. 

The other key demographic fact is that over 40% of Millennials are nonwhite. The demographic composition of Millennials breaks out as follows:

• White 57%

• Black 13%

• Asian 9%

• Hispanic 21%

Millennials are also tech-heavy consumers with 37% believing that they can impress their friends with the number and type of gadgets they own. Compared to other age groups, Millennials overindex on video game systems, MP3 systems, and smartphones. 

When considering TV advertising, you should remember that you can reach Millennials through online video. These consumers are twice as likely as others to watch video clips. In addition, Millennials feel that TV content should be available to them when and where they want it. Often this means finding and downloading content online. As a result, you must use digital ad formats to reach younger consumers.

 To better understand your consumers’ and how to market to them, and ensure the best possible return on your marketing investment; give Tabor Media Group a call today.

Chris Weir, Co-Founder and CEO of Tabor Media Group.

Marketing to a Hispanic Demographic

In an age of increased mobile connectivity and decreased newspaper advertising revenues, it’s no surprise that Hispanics, a more digital-savvy segment, are increasingly likely to view their news on a mobile device. In fact, turning to a tablet or a smartphone has exploded 74% from 15.3% in 2010 to 26.6% in 2012. This translates into an estimated increase of 3.9 million additional Hispanics viewing their news on a mobile device. A recent analysis of information from the Hispanic InsightCenter by BIGinsight highlights what this means for newspaper print editions, as well as how marketers can harness this shift and increase their ROI.