When we say integrated communications is our jam, we really, really mean it. Our client, BCVision, is an initiative of the Battle Creek Community Foundation. They approached us about their quest for Battle Creek to become an All-America City through the National Civic League, and we jumped at the chance to make it happen.
The All-America City Award is a national award competition that has been hosted by the National Civic League since 1949. This competition recognizes communities across the United States that are working to create strong engagement, collaboration, inclusivity, and innovation within their cities. Each city is asked to send a delegation to Denver, Colorado to perform a skit on why they are an All-America City.
Another interesting component of the integrated campaign was the need for community involvement. There were a lot of partners involved in the initiatives and programs that Battle Creek was being judged on. It was imperative to have the support of all community partners to achieve the dream of becoming an All-America City.
The timeline was tight. Luckily, we excel under pressure.
Task
8THIRTYFOUR was tasked with implementing and managing an integrated communications campaign before, during and after the competition. Tactics included social media, media outreach, script development, advertising, community engagement, website design and development, and video. The timeline for the campaign began a month and a half prior to June delegation presentation and wrapped up several weeks after.
Goal
The goal for the integrated campaign was to create local buzz in Battle Creek and the surrounding communities about the pursuit of the All-America City award. This was done by developing a comprehensive strategy that mapped out messaging, tactics and a timeline. Community partners were provided with a promotional kit that included social media imagery and messaging, website graphics, and copy for all marketing mediums. Hashtags were an important part of the overall campaign to measure success.
Media assisted us in sharing the news, while digital and social advertising built awareness around the pending competition.
The overall integrated campaign included public relations, digital and social ads, traditional advertising, social media strategy and management, script writing and directing, event coordination, research and planning.
Process
A successful integrated communications campaign requires strategic research and exceptional project management. Our process for success in this campaign included:
- Strategy development
- Press releases announcing the nomination and win
- Ongoing pitching to applicable news publications and outlets
- Real-time monitoring for earned media coverage with ongoing client updates
- Media interview coordination and follow-up
- Community engagement strategy and plan
- Development and design of a landing page
- Creative for billboards, ads, website, social imagery, video, signage and booth
- Social media strategy and management
- Ongoing campaign reporting
Results
Our ultimate goal was for Battle Creek to be named an All-America City, and we couldn’t be happier that the community worked together to achieve this! The campaign results included:
- Battle Creek was named an All-America City!
- 8 pieces of earned media
- Stories that reached over 5,551,204 people
- Content that reached a combined following of 155,404 followers in the Battle Creek area
Are you looking for a communications partner that can help you announce your big news? Reach out to us today. We’d love to talk.
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