Below are a few case studies to provide an idea of the motivated attention and careful planning Bluetone provides its clients. Our experience on both national and local levels through various channels and outlets provides a wealth of opportunities for our campaigns to flourish.
Our passion to help clients go beyond their goals is our key to success.
Outreach to an Elusive Youth Demographic
- Over 3,500 articles and broadcast segments regarding the progressive campaign
- Made a Difference: Colorado's unintended pregnancy rates went from one of the worst, to best between 18-29 years old's in just three years
- Colorado's Governor, John Hickenlooper, praised the campaign in a press conference
A joint venture between Goodworks Group and the Colorado Department of Public Health and Environment, Beforeplay.org was launched in 2012 and uses extensive outdoor, public relations and social media platforms to reach an elusive 18- to 29-year-old audience in Colorado. "Just Talk About It" is the theme of the campaign.
bluetone Marketing & Public Relations were tapped to be the public relations agency of record to develop and implement a comprehensive message and media relations strategy campaign that focused on print, broadcast and blogger outreach to circulate the "Just Talk About It" motif. The campaign has been featured in outlets such as The Denver Post, USA Today, NBC Denver and 303 Magazine – amongst dozens of others. The campaign website has also been viewed by over 2 million visitors to-date.
Free Wheelchair Mission
Raising Awareness for People with Disabilities Living in Developing Nations
- Over $3 million in donations
- Several national award for a major public relations campaign and company rebrand
- National media phenomenon including a cross-country bike ride with high-profile coverage
Free Wheelchair Mission needed a re-brand to raise its national awareness to generate support and donations to provide wheelchairs in developing countries.
After a successful re-brand that included logo and collateral material, a major public relations campaign was launched to raise awareness. This nationwide movement included radio and television campaigns by sending the founder and CEO on a cross-country bike ride, cultivating a national media phenomenon. In one year’s time, media coverage included Reader’s Digest, USA Today, CBS Early Show and Orange County Register and others. The campaign generated over $3 million in donations and won several national awards. To-date, Free Wheelchair Mission has distributed over 500,000 wheelchairs to the underprivileged in developing countries.
Getting an Author Noticed in a Saturated Category
- Differentiated the author in a competitive marketplace
- Drove traffic to the booksellers with the highest conversion
Google’s Leadership Recruiter and five-time Recruiter of the Year award-winner, Mike Junge, required an aggressive media and public relations campaign for his book titled “Purple Squirrel.” The book was written to help job-seekers understand the rapidly-evolving job market and tips on how to get noticed. The market is saturated with books in this category and the publication needed to be leveraged as an imperative tool for job-seekers in a tough economy and attract the attention of nationwide media.
We implemented an aggressive communications strategy that utilized Mike Junge’s accomplished career as a differentiator within the marketplace. We targeted a mix of broadcast, print and online media that was heavy on book reviews to drive consumers to Amazon.com where the book is available for purchase. Mr. Junge was featured on top-tiered national media outlets such as The Huffington Post, Monster Worldwide, ABC News, KTLA Los Angeles, Forbes, Fins.com and Media Bistro alongside a host of others that positioned “Purple Squirrel” as the go-to guide for job-seekers.
Increased Growth and Sales for an Online Travel Site
- 23% sales growth after implementing new strategies
- Over $10 million in net sales
Tours4Fun, a Los Angeles-based leader in online travel and sightseeing tours was in growth mode, but needed a strategic marketing and communications scheme as well as a public relations initiative to separate itself from the hundreds of other online travel sites.
We developed a comprehensive marketing and PR strategy that targeted family, budget and college travel markets. The plan included such tactics as: travel deals on social media sites like Facebook and Pinterest; travel packages to publicize via travel bloggers and print publications; and a national, 30-second commercial launched. We also publicized the launch of the mobile app that coincided with the new strategies. This approach led to a sales growth of 23 percent in 2012, and setting the pace for the company’s net sales to be over $10 million and over 24,000 orders for travel tours and packages.
Tame Your Terrible Office Tyrant
Breathing New Life with Press Outreach and a Consumer-Based Approach
- Increased book sales, book reviews and website views
- Contributing articles in well-known media outlets
After initially releasing her book about managing difficult bosses in 2009, Lynn Taylor wanted to breathe new life into her book in 2011. With the ever-present and difficult economy, people try to hold onto their job positions as long as possible and maintain balanced relationships with management are crucial.
We collaborated with Lynn and planned a course of action to get her book in the hands of businesses, arts and editors in national press and top-tier blogs, as well as “Ask an Expert” columns for Lynn to participate in. A consumer-based approach was also implemented and the book was positioned as a key source for employees, management and human resources executives to use. In just two months, there was an uptick in sales on Amazon.com and views on Lynn’s website. This resulted in key book reviews and Lynn’s contributing articles in well-known media outlets and blogs such as Forbes, CBS News Business Week, Mashable, Media Bistro, Los Angeles Times, Globe and Mail and many more. Articles and book reviews were re-tweeted and posted over 3,000 times, and a new plan was created and implemented to give the book new life to carry on.
A New Modern Look for a Strong Company Rebrand
- Media segments on national and local news
- Over 20% increase in call volume
- 50% increase in website views
Rebecca’s House was re-launching the company after a hiatus and wanted to position itself in the market as the premier eating disorder treatment center.
After a strategic plan was developed and approved, an aggressive marketing and public relations campaign was launched. The website and collateral material were revamped and given a fresh, modern look. The company was featured on media segments such as CNN Headline News, Costco Connection, California Life, Orange County Register, Fox 5 News San Diego, Trinity Broadcasting, Los Angeles Jewish Journal, OC Metro and more. The results increased call volume by over 20 percent and website views by almost 50 percent, giving the center a strong brand.
Strengthened Local Presence After Thorough Marketing Audit
- Over 30% increase in call volume
- Established strong presence in local healthcare community
Sovereign Health needed a strategic communications plan and to position itself positively within the local treatment and healthcare community.
After a communications and marketing audit, it was determined that the company should have a strong, local and integrated public relations campaign combined with a national television presence. Within six months, the company was featured in local and national print publications, and a three-month television campaign was developed that increased the call volume by over 30 percent. A major social media campaign was initiated that featured honest client testimonials conducted in a raw format to showcase the true, resulting emotions. Ultimately, the company achieved its position as a presence within the local healthcare community.
San Diego Air & Space Museum
National Buzz for a Once in a Lifetime Event
- Cover story in over 20 print publications
- National TV segments on CNN and NBC
- Footage in aerospace museums throughout the country
The Spirit flight was scheduled as part of a joint observance of the Centennial of Flight and the 75th anniversary of Lindbergh Field by the San Diego Air & Space Museum and the San Diego County Regional Airport Authority. The San Diego Air & Space Museum's goal was to create as much buzz around the country as possible to showcase this amazing event that was considered a once in a lifetime event.
Using an aggressive media relations campaign combined with a strong community relations outreach, the event created a national buzz and the footage of the plane flying made the cover of over 20 print outlets and national television segments including CNN and NBC. The footage of the commemorative flight is still celebrated in aerospace museums throughout the country.
The Cognition Group
Multi-year Communications Strategy for Biopharmaceutical Software
- Tremendous edge over competitors in the market space
- Increased sales and visibility from key experts and targeted professionals
The Cognition Group, a global company that provides CNS scientific knowledge, technological innovation and project management expertise to the biopharmaceutical industry, was introducing a new CNS-based software program to market and needed to make an international buzz targeting clinicians and professional pharmaceutical raters.
A two-year strategic communications and product marketing plan was developed and implemented alongside the chief operating officer. The plan included international online webinars, tradeshow and conference representation, targeted public relations within the biopharmaceutical industry and securing strategic council comprised of key experts to consult and advise on the product. The result was an increase in sales, visibility and a tremendous edge over their competitors.
Launching an Affordable Hearing Aid Through Crowdfunding
- Goal exceded by over $175,000 in just two months time
- $243,000 raised by crowdfunding campaign
- Over 900 unique contributors and funders
iHEAR Medical, a San Leandro-based medical device start-up was launching the world’s first high-quality affordable hearing aid,($199). The president and Founder tapped us to handle the public relations and communications strategy and implementation for their Indiegogo crowd-funding campaign.
The goal of the campaign was to reach $65,000 in two short months and we didn’t have time on our side, but knew we could leverage the right media and tell iHEAR Medical’s story to reach their goal.
In just two month’s the campaign shattered its goal by over $175,000 by raising $243,000 for the affordable hearing aids and the campaign has over 989 different contributors and funders.
The media efforts were extremely aggressive and successful as the campaign was featured on Forbes.com, Tech Crunch, Gizmag, ABC 7 San Francisco, and a host of other media outlets.
Wyland National Mayor's Challenge for Water Conservation
National Exposure and Active Participation to Benefit the Environment
- Active participation by residents in more than 4,100 cities across the United States
- Millions of media impressions in just one month
As the agency of record, our strategic objective was to educate media, residents and public officials across the U.S about a major water conservation campaign.
Residents in more than 4,100 cities across the United States took part in the 2016 Wyland National Mayor's Challenge for Water Conservation by pledging to save 2 billion gallons of water over the next year-including more than 500 million alone simply by reducing food waste. Furthermore, mayors in 39 cities participated and millions of media impressions were earned in just a one-month period.
Wyland Foundation / Wyland Art Galleries
Founded by Iconic environmental artist Wyland, the Wyland Foundation has helped children and families around the nation to rediscover the importance of healthy oceans and waterways through public art programs, classroom science education, and live events.
Developing integrated marketing and communications strategies to enhance the Wyland Foundation brand and keep the organization fresh and supporting it's growth nationally and internationally.
We have been representing the organization the last five years and have continued to implement marketing and branding efforts to support major initiatives such as the yearly Mayors Challenge for Water Conservation, Wyland National Art Challenge and promoting Wyland's Art Galleries throughout the country. Our efforts have supported Wyland Foundation's major water conservation efforts and has been recognized by national media outlets.
A Unique Sleep Tracker Goes Viral
- Raised 600% of crowdfunding goal
- Became viral within two weeks
We handled the crowdfunding launch for EverSleep, a unique sleep tracker. Our agency developed a marketing and communication plan that would target active lifestyle consumers and targeted tech and consumer-based media and influencers to share the unique campaign in a saturated health app marketplace. We developed both a comprehensive PR and ad strategy that would cover a large demographic.
Eversleep had a target goal of $25,000 and ended up with $150,000.
The campaign received over 75 earned media placements in just 45 days in top-tier media and over 300,000 shares and likes and became a viral entity in just two weeks after launching.