ARIZONA CARDINALS
Please steal our signs.
It all started when someone stole our sign celebrating the Arizona Cardinals advancing to the 2009 NFC Championship game. Instead of seeing red, we saw an opportunity. We decided to tell our story in a way that built additional hype for our NFL client – we invited fans to come and steal even more.
Results:
First, we produced hundreds of signs and placed them all around E.B. Lane’s building. Then we waged a PR and social media campaign that racked up victories like the Cardinals air assault. The point? We wanted to build hype and support for our client’s playoff run. And by game day, every, single sign was claimed by lucky fans.
Overview:
E.B. Lane has been proud to be a teammate of the Arizona Cardinals since 1996. During that time, we created the current, multi-season “We Do This Together” campaign, which has so permeated the fan base that we’ve seen it written on shirts and storefront windows.
GREATER PHOENIX CVB WEATHER.COM CAMPAIGN
The forecast calls for big results.
The Greater Phoenix Convention and Visitors Bureau (GPCVB) wanted to shine a light on its greatest asset – warm, sunny winter weather. To do this, we tested two unique banner ad concepts on Weather.com. Both were geo-targeted to Seattle, Denver, Chicago and New York, making use of current temperatures to drive the point home.
Results:
Both banner ad concepts received a warm reception, delivering over 800,000 impressions, a .29% overall click-through rate, and a .36% click-through rate in Denver. Even more, the GPCVB also reaped the benefits of the campaign, citing Weather.com as one of their top-20 referral sites in the weeks that followed.
Overview:
E.B. Lane has been a strategic marketing partner with the GPCVB for over 10 years. Their fully integrated media plan targets trade, consumer and niche markets – all guided by the “Shine On” campaign we developed for them.
HARKINS THEATRES
Our reviews? A big thumbs-up.
Harkins Theatres needed a strong interactive marketing partner to help them launch a new Web site and pursue other long-term Web strategies aimed at improving traffic. Enter E.B. Lane, who has helped them deliver on being the Ultimate Moviegoing® experience even when people are deciding what to see and checking show times.
Results:
In 2009, E.B. Lane Interactive helped Harkins launch its new, world-class Web site at HarkinsTheatres.com. The response from moviegoers and the business community was overwhelming from the start, showing immediate growth in traffic. Today, it supports hundreds of thousands of visitors every month.
Overview:
In 2009, E.B. Lane began working with Harkins Theatres – now the sixth-largest movie theater chain in North America. Through a series of Web-based projects, we have been able to improve traffic and successfully manage ongoing database growth.
ZIEGLER'S NEW YORK PIZZA DEPARTMENT
Success – no matter how you slice it.
After seeing the success E.B. Lane had achieved with other social media and integrated campaigns, Arizona-based Ziegler's NYPD Pizza challenged us to do the same for them. And during 2009, we’ve increased their brand awareness and digital footprint as much as they’re New York-style cuisine has increased our waistlines.
Results:
In a matter of months, E.B. Lane also created and maintained a social media presence across multiple platforms – Facebook, MySpace, Twitter, YouTube, Yelp, etc. Today, the brand enjoys a following of thousands and was ranked #14 on the Kbuzz.com list of businesses successfully using Twitter.
Overview:
For NYPD Pizza, E.B. Lane has established the overall look and branding for the client. We’ve generated awareness around their delivery service, Pasta Famiglia meals and their Yonkers Finest Water. We’ve even organized Tweetups and integrated promotions. All since March 2009.
SUPER BOWL XLII
Taking the ball and running with it.
From raising $17 million in bid commitments to encouraging local volunteerism, the Arizona Super Bowl Host Committee had a lot of commitments to fulfill for Super Bowl XLII. So with a comprehensive series of campaigns and initiatives, E.B. Lane began the process of making our Super Bowl the best in history.
Results:
Over the course of five years and over 85,000 hours, E.B. Lane completed over 800 separate projects for the game, including the creation of Spike – the game’s football-like mascot. And by kickoff, we had helped recruit more than five times the number of volunteers than the previous five games combined.
Overview:
E.B. Lane began working with the Arizona Super Bowl Host Committee in 2003, helping the state bring home the winning bid for Super Bowl XLII that year. We also look forward to playing a part in bringing the big game back to Arizona for a third time.
ARIZONA LOTTERY
We let the game do the talking.
Ever since the Arizona Lottery introduced Powerball, sales for its other jackpot games, including The Pick, had steadily declined. So with a little luck and some solid research, E.B. Lane started the process of revitalizing The Pick with the help of a new “Extra” feature. To do this, we got a little help from some “experts” – the game’s tumbler balls.
Results:
Only five weeks into the 11-week introductory campaign, 10.9% of sales for The Pick included the new Extra feature – well exceeding the Lottery’s sales goals. From July 2004 to June 2005, sales for The Pick had also increased 61% over the previous year. Plus, the Lottery now had some memorable characters to utilize for future campaigns.
Overview:
E.B. Lane served as the agency of record for the Arizona Lottery from 1995 to 2005, providing all creative, public relations and media services for individual game initiatives as well as the public information campaign, “Where the Money Goes.”
CABLE ONE
The work got our audience dialed in.
Already a trusted provider of cable and Internet, Cable ONE was looking to expand its services to include home phone as well. Naturally, E.B. Lane was engaged to help introduce the new product and properly bundle it for convenience in the form of a total telecommunications package available to Cable ONE customers.
Results:
Facing strong competition from competitors such as Qwest and AT&T, aided awareness of Cable ONE’s home phone service reached an impressive 99% in just two years with market share estimated in the 8% range. In June 2009, E.B. Lane’s ongoing campaign efforts rang up its 100,000th customer, a remarkable feat considering the choices available.
Overview:
Since 2004, E.B. Lane has provided creative, strategic, public relations and interactive services to Cable ONE, the ninth-largest cable service provider. Throughout this time, we’ve brought to life the popular and effective “Watch Us Make You Smile” campaign.
WE KNOW MOM
The New Economy of Mom.
Women are responsible for making or influencing over 85% of all purchasing decisions in the U.S. So how has this economy affected the middle-class Mom as the climate has moved from recession to recovery? E.B. Lane sought answers to that very answer with the completion of its research project exploring the changes in her choices and attitudes.
Results:
In June 2009, E.B. Lane completed the first stage of its research analyzing the changing values and buying choices of middle-class Moms, summarized within the White Paper entitled The New Economy of Mom. The insights uncovered in this stage and additional updates are crucial to developing campaigns with Mom as the target.
© 2010 E.B. Lane | EBL blog | EBL mom marketing
