Pedal The Plains Digital Outreach

Pedal The Plains Digital Outreach

PEDAL THE PLAINS DIGITAL OUTREACH

Client: Pedal The Plains

Date: September 2012 – September 2016

Project: Help establish the brand identity and outreach strategy for Ride The Rockies’ sister ride on Colorado eastern plains.

THE CHALLENGE

OnSight was tasked with branding and developing an online presence and social media plan. Having worked with the USA Pro Challenge previously, OnSight knew the challenges of branding and promoting a cycling ride. As a new event, Pedal the Plains provided another list of obstacles, such as:

  • How do we entice people to cycle in a region that has an agricultural landscape?
  • How do we turn this event into a tourist draw that highlights the culture of rural communities in Colorado’s eastern plains?

THE STRATEGY

Publish an ongoing stream of interesting content, interact with existing social hubs, and utilize fan-generated content as much as possible. Promote the ride as a mutually beneficial endeavor for cyclists and local plains communities—guests get a chance to see a part of the state that they may not have visited before, and local communities will see a tourism boost during the week of the event.

See more PTP Social Media content here.

THE STRATEGY

Publish an ongoing stream of interesting content, interact with existing social hubs, and utilize fan-generated content as much as possible. Promote the ride as a mutually beneficial endeavor for cyclists and local plains communities—guests get a chance to see a part of the state that they may not have visited before, and local communities will see a tourism boost during the week of the event.

See more PTP Social Media content here.

THE TACTICS

  • Built Pedal The Plains website using customized WordPress and branded with logo, colors and language.
  • Developed and managed social media platforms including Facebook, Twitter, Flickr, YouTube and blogs.
  • Created an extensive Social Media Roadmap, which provided guideines, content ideas, timing and posting best-practies, as well as a sketch of target benchmarks for the weeks and months leading up to the event.
  • Prioritized responsiveness on social media to individuals posting questions, items that could be shared or responded to by the existing community (e.g., requests for carpool coordination), and posts to promote sponsors, participating towns, and partners for the event.
  • Created blog series called “The Plain Pedalers,” where participants submitted daily updates and posts, giving the public an insider’s view of the ride.

See more PTP Social Media and web content here.

THE RESULT

Pedal The Plains became not only a story in the paper for the public to read about, but an interactive experience for riders, as well as spectators and non-participants.

  • Website, email list, and social media followers showed strong growth every year.
  • We continued to experiment with new social platforms as they became more popular with our target audience, including Vine, Instagram, and Snapchat.
  • OnSight teamed up for 2013, 2014, 2015 and 2016 Pedal The Plains Tours, doing event photography, social media management, creating videos, and running the Plain Pedalers blog.

COMING SOON ADAMS/ARAPAHOE COUNTY

COMING SOON ADAMS/ARAPAHOE COUNTY

COMING SOON ADAMS COUNTY

Client: Coming Soon Adams County

Date: February 2016

Project: A campaign to bring attention to a new round of leases threatening residential fracking in Adams County. The campaign consists of a web site featuring new maps that point out the proximity of drilling leases to home, schools, and watersheds; social media and geotargeted digital ads; billboard signage; and door hangers dropped by volunteers in the affected neighborhoods.

Coming Soon Door Hangers

Coming Soon door hangers dropped in Adams County in February 2016.

Coming Soon digital billboard

Billboard was along I-25 for several weeks in February, 2016

Coming Soon digital billboard

Billboard was along I-25 for several weeks in February, 2016

COMING SOON SOCIAL MEDIA CAMPAIGN

Coming Soon Facebook ad targeted residents in Adams County, and directed them to the campaign web site.

COMING SOON SOCIAL MEDIA CAMPAIGN

Coming Soon Facebook ad

COMING SOON SOCIAL MEDIA CAMPAIGN

Coming Soon Facebook ad

COMING SOON SOCIAL MEDIA CAMPAIGN

Coming Soon Twitter ad targeted residents in Adams County and raised awareness about the incursion of fracking into their neighborhoods, while directing them back to the campaign web site.

COMING SOON SOCIAL MEDIA CAMPAIGN

Coming Soon Twitter ad

COMING SOON SOCIAL MEDIA CAMPAIGN

Coming Soon Twitter ad

COMING SOON SOCIAL MEDIA CAMPAIGN

Coming Soon Twitter ad

COMING SOON SOCIAL MEDIA CAMPAIGN

Coming Soon Twitter ad

COMING SOON WEB SITE

Coming Soon web site homepage

COMING SOON WEB SITE

Coming Soon web site “Be Heard” section, capturing visitor’s contact info as they take action to contact their legislators.

COMING SOON WEB SITE

Coming Soon web site news and media links page

COMING SOON WEB SITE

Coming Soon web site sign up form

COMING SOON WEB SITE

Coming Soon web site “What It’s Like” section, featuring an animated .gif of the increasing density of drilling, an audio recording of a drill rig, and facts and figures alongside pictures of drillings’ proximity to houses and schools in Colorado.

THE OUTDOORS SUMMIT EVENT CASE STUDY

THE OUTDOORS SUMMIT EVENT CASE STUDY

The Outdoors Summit

Client: Great Outdoors Colorado & the Colorado Department of Natural Resources

Date: June 2015

Project: Working with Great Outdoors Colorado and the Colorado Department of Natural Resources, OnSight helped plan and run The Outdoors Summit, a 1-day conference of national and state leaders, advocates and visionaries launching new initiatives to protect, preserve and enhance Colorado’s great outdoors.  The Summit was an integral piece of the launch of GOCO’s Inspire Initiative, a $25 million public funding initiative to help kids get outdoors.

THE CHALLENGE

The Outdoors Summit was an unprecedented gathering of national and state leaders, advocates and visionaries launching new initiatives to protect, preserve and enhance Colorado’s great outdoors, and to close the widening gap between our youth and nature that threatens their future and the future of Colorado’s way of life and outdoor brand.

TACTICS

OnSight’s team, along with partners at GOCO and the Governor’s office, built the event’s web site and developed a mailing list with our partners to send a series of blast emails raising awareness about the event. OnSight led efforts to retain sponsors, engage conference participants and book keynote speakers featuring leaders in conservation and youth engagement. OnSight’s team developed event signage, including credentials and tickets; managed ticketing and registration; managed all event logistics; and produced a video to promote the Inspire Initiative which premiered at the Summit.

Event credentials

TACTICS

OnSight also produced a logo and a web site to promote the event and update attendees about scheduling and logistics, as well as event signage to direct traffic the day of the event.

The Outdoors Summit web site home page

TACTICS

The Outdoors Summit web site speakers listing page

TACTICS

The Outdoors Summit web site transportation options page

RESULTS

The day-long event was held at DaVita’s world headquarters in Denver and attended by nearly 1,000 people, and featured speakers ranging from Former Secretary of State Ken Salazar, Governor Hickenlooper, DaVita CEO Kent Thiry, and a variety of outdoor education and conservation leaders. Breakout sessions were moderated by experts in outdoor education, government affairs, conservation, and urban planning, and included topics ranging from The Value of the Outdoors to Colorado Businesses to Engaging Urban Youth.

RESULTS

In partnership with Felt Soul Media, OnSight produced a video highlighting GOCO’s mission, Colorado’s spectacular natural assets, and highlighting the need for Colorado kids to connect with the outdoors.

RESULTS

The event featured a lunch-time field trip to one of GOCO’s flagship projects, Johnson Habitat Park along the Platte River.

OBJECTIVE:

Working with Great Outdoors Colorado and the Colorado Department of Natural Resources, OnSight helped plan and run The Outdoors Summit, a 1-day conference of national and state leaders, advocates and visionaries launching new initiatives to protect, preserve and enhance Colorado’s great outdoors. The Summit was an integral piece of the launch of GOCO’s Inspire Initiative, a $25 million public funding initiative to help kids get outdoors.

CHALLENGE:

The Outdoors Summit was an unprecedented gathering of national and state leaders, advocates and visionaries launching new initiatives to protect, preserve and enhance Colorado’s great outdoors, and to close the widening gap between our youth and nature that threatens their future and the future of Colorado’s way of life and outdoor brand.

TACTICS:

OnSight’s team, along with partners at GOCO and the Governor’s office, built the event’s web site and developed a mailing list with our partners to send a series of blast emails raising awareness about the event. OnSight led efforts to retain sponsors, engage conference participants and book keynote speakers featuring leaders in conservation and youth engagement. OnSight’s team developed event signage, including credentials and tickets; managed ticketing and registration; managed all event logistics; and produced a video to promote the Inspire Initiative which premiered at the Summit.

RESULTS:

The day-long event was held at DaVita’s world headquarters in Denver and attended by nearly 1,000 people, and featured speakers ranging from Former Secretary of State Ken Salazar, Governor Hickenlooper, DaVita CEO Kent Thiry, and a variety of outdoor education and conservation leaders. Breakout sessions were moderated by experts in outdoor education, government affairs, conservation, and urban planning, and included topics ranging from The Value of the Outdoors to Colorado Businesses to Engaging Urban Youth. The event also featured a lunch-time field trip to one of GOCO’s flagship projects, Johnson Habitat Park along the Platte River.

KEEP COLORADO LOCAO DIGITAL AND COMMUNITY OUTREACH CAMPAIGN

KEEP COLORADO LOCAO DIGITAL AND COMMUNITY OUTREACH CAMPAIGN

KEEP COLORADO LOCAL CAMPAIGN

Client: Keep Colorado Local

Date: April 2015 – April 2016

Project: OnSight partnered with a coalition of independent liquor stores, craft breweries, and other stakeholders to build the Keep Colorado Local coalition to raise awareness about anticipated ballot initiatives from big-box retailers who wanted to change Colorado law to be able to sell full-strength beer and wine in multiple grocery and convenience stores. The campaign included stakeholder outreach, PR, a web site, collateral materials, email list, and social media management.

LOGO

Logo for the campaign was bright and contemporary, and easily adjusted for different applications.

Keep Colorado Local LocALE logo variation

Keep Colorado Local social media logo variant

Keep Colorado Local Holiday logo variation

WEB SITE

Content to the web site was updated several times a month with media hits, press releases, blog posts, collateral for partners to download, and testimonials.

Point of sale and outreach materials available for download and order on the KCL web site.

See more KCL web site here.

WEB SITE

Filterable list of tools and resources available for supporters and partners.

See more KCL web site here.

WEB SITE

The goal of the web site was to design and implement a system to create an online community in support of the Colorado craft beer and spirits culture. The site was focused more on what makes Colorado and its craft brewing/distilling culture such a great place.

See more KCL web site here.

SOCIAL MEDIA

Social media was an integral part of the Keep Colorado Local campaign, encouraging engagement to promote sharing and empowerment of visitors as messengers.

KCL posted original graphics, testimonials, and information on Facebook.

SOCIAL MEDIA

Interaction-generating, share-worthy content performs well for Keep Colorado Local.

SOCIAL MEDIA

Keep Colorado Local used Twitter to promote its primary messages.

COMMUNITY OUTREACH

Over 550 liquor stores, breweries, distilleries, vintners, and other businesses officially joined Keep Colorado Local. Over 100 of these logos are featured on the KCL web site. Dozens of coalition partners were interviewed and had their testimonials featured on the web site and social media.

COMMUNITY OUTREACH

100+ trainings and public events around the state have helped spread our message to the public and to coalition partners.

COMMUNITY OUTREACH

Signing up people at Great American Beer Festival by offering free beer coupons and pretzel necklaces.

COMMUNITY OUTREACH

OnSight organized a collaboration brewing project called the Keep Colorado LocALE. This project allowed brewers to work together around the state and featured Colorado-grown ingredients. The campaign had several social media contests around the release of the beer (including coming up with a tag-line) that allowed us to increase social engagement and awareness.

CAMPAIGN COLLATERAL

We produced a variety of collateral materials for presentations, partners and point-of-sale in local businesses. Standard boxed sets of liquor store collateral were sold at cost to coalition partners by way of a custom-built sales “portal”. In addition, banners, tshirts, posters, presentation decks, one-pagers, and other materials were customized on request.

See more KCL Print Collateral here.

CAMPAIGN COLLATERAL

KCL banners were customized for coalition members around the state to fit in various store locations.

See more KCL Print Collateral here.

CAMPAIGN COLLATERAL

Bottle hangers, cooler window clings, 6-pack beer inserts, and other point-of-sale collateral were used in liquor stores and breweries around the state to help spread the word about the campaign.

See more KCL Print Collateral here.

VIDEO

Video highlighting that Colorado is an independent state, and we should keep laws on the books that encourage independent businesses — not big-box chain stores who ship their profits elsewhere.

INFOGRAPHIC VIDEO

Infographic video showing why local liquor stores are critical to Colorado’s craft beer industry and culture.

RESULTS

    • Over 550 liquor stores, breweries, distilleries, vintners, and other businesses have joined Keep Colorado Local.
    • Dozens of coalition partners were interviewed and had their testimonials featured on the web site and social media and have been connected with news outlets around the state.
    • KeepCoLocal.com has saw steady traffic since we launched, with a few peaks around major promotions. Almost 59,000 visitors have viewed the site over 62,000 times in the past 12 months.
    • The Facebook and Twitter accounts grew steadily in size, and ultimately reached over 12,500 fans through largely organic growth
    • We produced a wide variety of collateral materials for presentations, partners and point-of-sale in local businesses. Almost 350,000 individual pieces of collateral — from palm cards to table tents to koozies— were ordered and distributed around the state.
    • 100+ trainings and public events around the state helped spread our message to the public and to coalition partners.
    • Four videos featuring the faces and stories of Keep Colorado Local were watched over 107,000 times on Facebook and YouTube.