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?

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.

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.

• 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.

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 door hangers dropped in Adams County in February 2016.

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

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

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

Coming Soon Facebook ad

Coming Soon Facebook ad

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

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.

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

See more KCL web site here.

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 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.

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

Keep Colorado Local used Twitter to promote its primary messages.

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.

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

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

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.

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.

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

See more KCL Print Collateral here.

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.

• 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.