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Sun Devil Athletics had two goals in mind. First, the athletic department needed to grow revenue through increased ticket sales and event attendance. Second, the football program needed to attract and retain Arizona high school athletes rather than going to in-state rivals or out of state.
The Owens Harkey team introduced “Stay True” – a fully integrated campaign that appealed to athletes and fans alike. By placing the emphasis on players who stayed true to their roots and hometown, “Stay True” featured well-known Arizona prep athletes who chose ASU to launch their athletic careers while encouraging ticket sales.
OH led all creative efforts for the campaign including website design, bus wraps, and 20 new billboards. This aggressive approach, combined with the #StayTrue2ASU social push, dominated the Valley and Tucson.
The website, social media, and outdoor billboard efforts coalesced into a tsunami of buzz. Within 24 hours of launch, Sun Devil Athletics inspired more than 10,000 Facebook posts, tweets, and re-tweets for Stay True.
The provocative campaign even spread into hundreds of thousands of dollars in added P.R. from numerous news, sports, and media outlets such as Fox Sports, Rivals, Scout, ESPN, and more. The buzz was real and so were the results. Stay True led to a 20% growth in year-over-year ticket sales and a renewed sense of pride among local athletes.
Sedona has long been considered one of the most awe-inspiring places to visit and sightsee. However, sales and bed tax revenues had been lagging following the recession and it was time to take a fresh look at Sedona’s marketing efforts.
Collaborating closely with the Sedona marketing team, Owens Harkey helped identify and attract a new breed of Sedona travelers. These more sophisticated, affluent, and upscale consumers would be more likely to spend extra leisure time, and money, in the town, helping the local economy in the process. Families, retirees, and other key demographics were identified as target audiences and OH set its ongoing plan into action.
During its long relationship with Sedona, OH has employed a wide range of tactics to attract visitors and help local hotels and businesses. Over the years OH has provided strategic support including media buying, interactive, creative, video production, strategy, account services, public relations, and social media consulting.
In the past year, PR has played a key role in Sedona’s marketing efforts. Each year, journalists visit the most beautiful city on earth to report on adventure, food/dining, scenic views, and arts and culture. Owens Harkey developed a media outreach plan based on key events, seasonal views, dining experiences and activities unique to the area. Each month has short lead and long lead goals based on editorial calendars from key publications and reporter needs. This systematic approach has helped increase the Chamber’s publicity value by 30 percent over the past year.
This combination of marketing efforts came to a crest in 2014 when OH produced the award-winning “Sedona Skies” video. With PR efforts supporting the video, “Sedona Skies” has received nearly 70,000 views and won numerous awards including:
Today OH continues to help Sedona drive its marketing needs. Most recently, the OH team led a week-long video and photo shoot to capture the breathtaking natural scenery and tell the brand story for families looking to vacation in a place where they can’t help but make unforgettable memories. The team captured more than 7,000 photos and shot more than 50 hours of 4K video for TV, online, and other video needs. OH also captured the bird’s eye view of Sedona by flying its agency drone during the shoot.
Sedona continues to grow its goodwill and garner an impressive amount of national recognition due in no small part to the proactive branding and creative efforts of Owens Harkey and its hands-on collaboration with the Sedona team. Here are some of the recent distinctions that Sedona has earned:
Since February 2013 Raising Cane’s Chicken Fingers and its franchisee, MRG Marketing & Management, have worked with Owens Harkey to solve many of their marketing and advertising needs. The company’s aggressive growth plans necessitated that Owens Harkey help drive more traffic to existing restaurants while helping the company expand into new markets and create awareness around new restaurants.
Owens Harkey stepped up to the plate with a savvy combination of public relations, reputation management, and targeted media buys in franchise markets. By building media awareness of Raising Cane’s local philanthropic efforts and grand openings (food drops to local media, live appearances, etc.) OH also produced a video for Raising Cane’s One Love Adventure peel and win game, capturing the surprise of one lucky customer who won $100,000.
These wins helped our PR team secure media coverage for every grand opening and book attendance from community and government leaders who recognized the positive impact that Raising Cane’s made in their markets.
Adding to the PR plan, our team pushed Raising Cane’s efforts over the top with our savvy blend of media buys. Broadcast, Pandora, cable, OOH, radio endorsements, and Yelp Enhanced Profiles each helped drive traffic and sales. Through nimble management of our media spend OH has been able to intervene when changes were needed. For example, when a certain store lagged behind its counterparts in sales, OH saw the opportunity to switch up its radio buy. A trade and endorsement deal was quickly implemented to increase credibility among listeners and within a month, sales were already on an upward swing.
When MRG began working with Owens Harkey in 2013, they had nine Raising Cane’s locations in two markets. By the end of 2015, there will be 21 locations in 5 markets. Out of the top 10 Raising Cane’s stores in the nation, MRG now operates seven. Year-over-year sales have increased and every location has been a success – none have closed, which is notable given the rapid expansion into new markets.
Thanks to Owens Harkey, MRG and Raising Cane’s have built a groundswell of goodwill, loyal customers, and a proven franchise model that creates at least 50 local jobs for every new store. The future has never been brighter and we couldn’t be happier.
We want to take your brand to the next level. Our combination of proven marketing strategies and digital technologies – with a dedication to boutique agency service – has helped us provide our partners with national-level campaigns and results. We know that our work has to work.
For three straight years, Inc. Magazine has ranked Owens Harkey one of the fastest-growing private companies in the nation. The Agency Post ranked OH one of the Fastest Growing Agencies in the Country and the Phoenix Business Journal calls us as one of the Best Places to Work.
We’ve established ourselves as one of the premier up-and-coming agencies in the country thanks to clients such as the Fiesta Bowl, Sun Devil Athletics, Honda, Sedona, Raising Cane’s and AV Homes, among others. Large or small, we’re eager to work with people and organizations who are inspired to grow and make change. So no matter what you’re looking for, we want to help. Here are just some of our services:
Strategic Marketing Consulting
Media Planning & Buying