Challenge: With its mission of ending homelessness in Miami-Dade County, the association had an annual competition open to all high school students in Miami-Dade County. The competition was to create a Public Service Announcement (PSA) bringing attention to homeless issue. The competition was not embraced by high school students or the school district, the competition had few entries and its award presentation had very few attendees.
Strategy: Our firm revamped the entire program by redefining the goals and objectives of the competition in terms that would appeal to high school students. Expanded the time frame of the competition to encompass a full semester so it could be a done as a team or class project. We were able to have the school district lend its full support to the competition, met with numerous communication and TV classes at Miami-Dade high schools, obtained CBS-4 as a sponsor and host of the awards program and established a help email to address questions from students and teachers.
Results: The program received a record number of entries, the awards presentation was a standing room only event and the competition received extensive media coverage.
Challenge: Founded in 1939, it is the oldest continually operating credit union in South Florida. Its membership includes municipal employees as well as employees of is member companies. The credit union found its retention rate was declining as its members believed the credit union could not provide them with latest products and services.
Strategy: We created an 80th anniversary event highlighting the fact it was South Florida’s oldest continually operating credit union. We created a new, modern logo and a new tag line “Contemporary Products. Traditional Service.” All signage and collateral materials were updated to reflect their new branded image. A Social Media Action Plan was designed and implemented with messaging that highlighted all the financial services the credit union offers using creativity in both text and graphics and incorporating video. Visits to their website dramatically increased, as did online loan and new member applications.
Results: The credit union appeared fresh and new to its members. Everyone knew they could get all the same financial services offered by banks while getting higher interest rates for saving accounts, low or no-fee checking accounts, and low interest rates on loans. The credit union opened a call center to handle the increased business.
Challenge: Founded in 1989, Miguel Lopez, Jr. is a family owned asphalt company, well known in Miami-Dade County, but facing an economy that was negatively impacting the construction industry as a whole. While its certification as both a Hispanic and Minority Business Enterprise helped it obtain business, the company needed to increase sales.
Strategy: We rebranded the company keeping the founder’s name highlight its core competencies. We updated their logo and created a modern, sleek and easy to navigate website. We developed a Social Media Action Plan and launched targeted social media campaigns using new messaging, creative graphics, photos and video on Facebook, Instagram, Linked-In and Twitter. This was supplemented with press releases and having the owners attend key industry events in South Florida, Tallahassee and Washington D.C.
Results: The company looked fresh and modern in the eyes of South Florida general contractors who began providing them with new projects. While the company name was familiar in the industry, many contractors were meeting the owners for the first time. Their Social Media and website views quickly gained traction thanks to creative content coupled with Google Ad Words and Facebook campaigns. The business grew dramatically and was named to Inc.’s 2017 List of the top 5000 Privately Owned Businesses in the United States.