Project Description

As a complement to the PointSmartClickSafe.org (NCTA's Internet literacy and child safety initiative) web site, develop videos to provide parents with the tools and resources to help keep their children safe online.

objectives

• Provide parents with tools and resources to ensure their children enjoy a safe Internet experience.


• Drive traffic to the PointSmartClickSafe.org website.


• Demonstrate to consumers and to Washington DC regulators that cable providers are doing their part to educate parents on what kids are doing online.


• Engage the cable companies and networks enough so they would want to run these PSAs.

Challenges

• Develop videos that, while designed specifically for the website, could easily to translate into PSA campaign.


• Working within an aggressive deadline, we needed to generate/submit concepts, compos scripts, secure client approval, cast on-air and voiceover talent, scout locations, obtain permits and insurance and film/direct/edit/produce a series of six spots.


• Design entertaining yet instructional content to communicate Cable’s Online Safety Code of Conduct that promises to:
  
  • Offer parental controls or filters free of charge to help families manage, and if appropriate, block online content.
  
  
  • Offer educational resources for parents and children to better understand how they can manage their internet experience.
  
  
  • Participate in partnerships with school and community-based education groups to develop, promote and disseminate internet safety materials.
  
  
  • In conformity with all legal requirements, cooperate with law enforcement officials to help prevent, police and prosecute potential criminal activity online.

Approach

We initially positioned this series as an online campaign to complement the PointSafeClickSmart.org website but, as this project evolved, we realized it would be a powerful PSA campaign. We pitched the idea to the client who, while appreciative of the concept, felt the campaign would not garner support from the cable companies and networks. We nodded our heads, scratched ‘em for a second and then said, "Well, can we go ahead and shoot them in high definition, just in case these videos prove to be" - knowing we fully intended them to be - "the exception?" The client said, "Sure." Soon thereafter, we had six fully produced spots and, within a few short months cable companies and networks across the country were clamoring to run them on air. In the end, we produced a total of twenty-four versions, including :30, :15 and :10 spots, all of which could be tagged and co-branded by cable systems and networks. Win-win-win.

Results

The web site went up. The videos played. The calls came. Cable companies and networks across the nation wanted to know if these spots would be running as PSAs. NCTA said, "Yes...Why, yes, of course... That was the intention all along." But these videos-turned-PSAs did more than become the first-ever high-definition campaign run by NCTA. They became the most requested PSAs in NCTA history.

Project Description

Get television viewers to purchase NBC Universal’s film, “Deliver us from Eva,” through their cable provider’s On Demand service.

Objectives

• Identify and research target markets across the country

• Develop a buying strategy that would achieve the highest reach and frequency at the lowest possible cost

Challenges

• Maximizing reach and frequency while minimizing expense

• Securing highly coveted primetime hours within the confines of a predetermined budget

Approach

We first identified the film’s target audience and, based on that, researched the top urban Demographic Market Areas (DMAs) in the country. We then analyzed media available in those DMAs, ultimately determining that radio would best achieve NBC Universal’s advertising objectives.

Keeping our client’s budgetary concerns in mind, we worked closely with top radio stations in each market to negotiate atypically low rates for primetime hours. Then we took it a step further, securing a series of value-added spots which enabled us to achieve high reach and frequency at an unprecedented value.

Results

As soon as it launched, the radio campaign immediately delivered results. On Demand sales of the movie increased dramatically, translating into measurable dollars and higher profits for NBC Universal.

Project Description

Reface NCTA.com to make it more user-friendly and engaging.

Objectives

• Design a website that showcases cable as a progressive, innovative leader in the industry.


• Provide a user-friendly experience by creating a hierarchy of information while maintaining their current information architecture.

Challenges

• Reface a content-heavy website while maintaining their current information architecture.


• Highlight the Cable industry's current initiatives in a clean, user-friendly format.


• Design a far-from-the-typical government site that, while engaging, still works within NCTA standards, guidelines and regulations.

Approach

Starting with best practices, we worked closely with NCTA to clearly define what goes above and below the fold. We then gathered information about their current initiatives to help us create a solid hierarchy to design a rich, user-friendly interface. With the initiatives being at the top of their list, we used a large portion of real estate on their homepage and created an innovative and engaging flash piece that entertains and easily provides in-depth information in video and written formats.

We used a muted color palate that compliments NCTA's brand while highlighting secondary and tertiary topics that provides an easy to follow structure.

Results

Industry-wide praise on the user-friendly and innovate design. More time has been spent on NCTA.com since it's re-launch.

Project Description

Leverage the power of social media to create a more powerful online presence for The Original Pizza Cookery.

Objectives

• Gain new business, increase consumer interest and build customer loyalty.

• Get the word out about their brand new gluten-free and vegan menu items.

Challenges

• Make social media a more accessible and understandable entity for a traditionally brick-and-mortar business.
• Comfortably transition the client and its brand into the realm of social media.

Approach

We first familiarized the client with social media, providing a general overview of what it is and how it works. We then outlined its various tools, and explained its emergence and presence as a powerful promotional vehicle for building business and customer loyalty.

Based on their needs, we recommended they launch into social media via its two most prominent sites: Facebook and Twitter. We also suggested we manage their brand on consumer review sites, like Yelp.

Next, we worked hand-in-hand with them to determine how to communicate their brand's personality to the online community. We emphasized the importance of creating genuine, conversational and engaging content. We asked them what they wanted to tell their customers about their business, about their menu, about themselves. Once we answered questions like these, we were able to build pages that made their brand both personable and inviting.

After building and launching their pages, we began identifying and pursuing potential fans on Facebook and followers Twitter who would be interested in their product. We also leveraged Facebook’s behavioral targeting ad tool, and increased their fan base by developing five different ads that effectively reached five different audiences.

Results

Visibility instantly increased: restaurant customers mentioned—and responded positively to—seeing the Original Pizza Cookery on Facebook and Twitter. The Original Pizza Cookery amassed over 700 fans on Facebook and hundreds of followers on Twitter in a short amount of time, many who are new customers. Through our efforts to manage their brand reputation on Yelp, any poor reviews were earnestly addressed, and, as a result, business and customer loyalty increased dramatically. Their initial launch into the realm of social media was so successful, we’ve incorporated next-generation sites into their strategy, starting with Foursquare.

Project Description

Design and develop an engaging, user-friendly web site to promote online safety & Internet literacy for children and families.

Objectives

• Provide parents with tools and resources to ensure their children enjoy a safe Internet experience.


• Create a Website that, while content-heavy, is unintimidating to less Internet-savvy users.


• Demonstrate to consumers and to Washington DC regulators that cable providers are doing their part to educate parents on what kids are doing online.


• Engage the media so they will spread the word about the importance of online safety & Internet literacy for children.

Challenges

• Create a far-from-the-typical government site that is as engaging and compelling as it is educational and instructional.


• Develop a technically savvy yet user-friendly interface that provides comprehensive content without compromising ease of navigation.


• Design an online domain whose themes and content work in conjunction with the current campaigns of cable companies & networks.


• Craft a site that doubles as a public relations tool focused on gaining the approval of DC regulators and solid coverage/attention from the press.

Approach

Our consumer research revealed that people without web experience needed “real world technology and familiar tools” to help them navigate inside the HTML arena. We conducted a customized photo shoot featuring such items – a stack of books, cell phone, e-game player, multi-media device, laptop & newspaper – for the home page. Each object represents a point of navigation. Pop-up bubbles, images, banner ads and video were also incorporated throughout the site to provide depth to the content without overwhelming the user.

To take it one step further and create an even more engaging experience, we added a video component to the site that focused on internet literacy and child safety from the children’s, parents’ & educators’ perspective. These spots, which we also wrote, cast, filmed, directed & edited, evolved into the most demanded Public Service Announcement (PSA) campaign from Cable companies and Networks across the country.

Results

We’ll let Christina Anderson, Vice President of Online Strategy for NCTA (a.k.a. the Client) tell you in her own words: “The cable industry realized a national campaign that its companies could embrace in their efforts to reach out to families, communities and customers. [Manire’s] work on this has won praise not only from cable industry companies but from leaders and organizations around the nation that passionately advocate online safety and Internet literacy for American families.”

Embraced and incorporated by over 200 cable companies and networks across the country, this campaign grew to become one of the most successful initiatives put out by NCTA.

Project Description

Create a compelling television campaign on behalf of Glendale, California’s 22 automotive dealers that would motivate local residents to purchase their vehicles in Glendale.

Objectives

• Create a non-typical car commercial by working with the Glendale Police and Fire Chiefs to encourage people to keep their money in Glendale because taxes help pay for police and fire departments.

• Create a campaign that would resonate with the local community on an emotional level.

• Increase vehicle purchases in Glendale, California.

Challenges

• Getting 22 automotive dealers to agree on a campaign that goes against everything they’re used to.

• Scheduling with local authorities to shoot and direct.

Approach

As with all of our approaches, we started by doing our due diligence by first scheduling time with each Chief’s right hand people and walking through each facility to gain a clear understanding of how we can incorporate the importance of each into the commercials. Next we took still pictures of each area to help us lay out the flow of the script. Instead of something that was completely scripted, we took a more genuine approach to each spot by creating a list of questions that would evoke the emotion and connection we were looking for that would resonate with the local community. We shot each in an almost documentary style format showing how each station worked, why it was important and how each was a crucial part of Glendale’s community. Each Chief was the voice over while we cut to them on screen intermittently.

Results

Our approach and execution proved extremely successful, resonated with the community and improved auto sales substantially.