Marketing Public Relations

Creating a logo to tell Central City Concern's story

Creating a logo to tell Center City Concern's story

Overview: Central City Concern (CCC) approached CFM to help tell its story to its target audiences, including potential donors. 

Challenge: CCC is a large non-profit organization that provides a wide variety of services for homeless people in the Portland Metro area. The public lacked awareness about the full scope of services CCC provided to the community. The organization’s logo was old and didn't convey any sense of what CCC does. CFM suggested a fresh logo as a way to explain how CCC helps homeless people get back on their feet.  

Approach: CFM began with a series of interactive focus groups to identify words and visual concepts that explain what CCC does. CFM then compiled the results and worked with a graphic designer to develop logo options that included visual explanations of CCC's work. CFM provided ongoing feedback and strategic counsel throughout the logo development process. 

Result: CCC’s new logo clearly demonstrates the organization’s three key service areas: Homes, health and jobs.  The logo visually shows what is unique about how CCC addresses homelessness. According to a blog post by CCC, “We hope you see our commitment to providing: safe and stable housing to people in need, compassionate healthcare and hope for recovery provided by caring professionals, connection to meaningful employment for able clients, and the fostering of positive relationships that help all of our clients attain a higher potential.” The new logo will be used throughout CCC, including on vehicles, signage and printed materials. 

CFM Designs Website for New Business to Spell Caregivers

CFM Designs Website for New Business to Spell Caregivers Urban Excursions

Overview

When an entrepreneur with a heart needed help to design and build a website for her new business, she came to CFM. The entrepreneur was starting a business to provide urban excursions for physically and mentally challenged elderly people, which provide a badly needed break for their caregivers, who often are relatives.

Challenge

The entrepreneur needed a website that could go from initial design to launch in one month. She was also building the business from scratch during the web development process and needed a firm that could quickly adapt to find solutions.

Approach

CFM developed the website, including the content and design. When additional e-commerce functionality was needed, CFM worked with a developer to create a website that met the client’s needs. CFM also assisted with developing visual content and training on how to self-administer the website.

Result

The website launched within the client’s deadline and included all the functionality she needed. With the help of CFM, the client was able to focus on recruiting new customers and starting her business.

Pacific University: Making a Major Celebration Notable

Overview

Pacific University: Making a Major Celebration Notable

Can you say sesquicentennial? CFM did when it was retained to sharpen the focus of public relations efforts by Pacific University.

Challenge

Although it wasn’t hired to plan sesquicentennial events, CFM selected the private liberal arts college's 150th anniversary as the fulcrum for an integrated set of strategic communications initiatives. There was little time left for planning as the anniversary year (1999) approached.

Approach

CFM developed key messages and produced events, such as a series of town hall forums – the Pacific Questions – on current hot topics. A revised Web site became the vehicle to consistently deliver those messages. The revamped site emerged as a test bed for new Internet-based uses, such as online course information and registration, automated student applicant inquiries and a robust alumni networking service.

Result

The campaign substantially increased news coverage about Pacific University and contributed to a 15 percent increase the following year in full-time student enrollment. The number of public inquiries about college events and publications increased. And contacts with corporate and alumni donors went up, yielding an increase in annual fund contributions.

Whole Foods Market: Opening a New Store with a Buzz

Whole Foods Market: Opening a New Store with a Buzz

Overview

In food-savvy Portland, opening a new natural and organic food grocery store isn't necessarily cause for much notice.

Challenge

Whole Foods Market hired CFM to make sure Portland was abuzz about its arrival as the first tenant in the historic Brewery Blocks redevelopment project.

Approach

CFM used a variety of tools to get Portlanders talking about the arrival of Whole Foods, including early media mentions in gossip columns. CFM created a Web site that offered a virtual tour of the store. Outreach also included direct mailer to households within a 10-mile radius. And CFM planned a VIP pre-opening event that attracted more than 600 persons, who nibbled on the store’s bounty. It also oversaw a breaking-bread opening ceremony, featuring the mayor of Portland.

Result

The two events drew extensive media coverage. Within hours, the store was literally packed with customers, creating one of the strongest openings of a Whole Food Market anywhere in the country.

Wordstock Literary Festival: Spreading the Word about Wordstock

Wordstock Literary Festival: Spreading the Word about Wordstock

Overview

Portland, Oregon is a book-loving place and CFM has played a crucial role in promoting Wordstock, the community's recently established annual literary festival.

Challenge

The mission of Wordstock is to create an annual literary and cultural event of regional and national impact, to inspire readers and writers, and to support Community of Writers Inc., a nonprofit organization aimed at increasing students’ writing achievements.

Approach

The public relations program – a combination of grassroots outreach and media relations – attracted 100 percent of the major Portland print media both years. Sixty percent of the broadcast media in Portland covered the event in 2005. In 2006, all Portland TV stations covered the event.

Result

CFM's efforts are credited with helping the festival exceed expected attendance in the event's inaugural year in 2005 and again in 2006.

Oregon University System: Seeking Information with Technology

Overview

Oregon University System: Seeking Information with Technology

On the surface, it was a classic business-to-business survey – a manufacturer asking end-users about product quality and market conditions. But in this case, the "manufacturer" was the Oregon University System's Vice Chancellor for Engineering and Computer Science, the "customers" were business professionals from around the state of Oregon and the "product" was recent engineering, computer science and technology graduates from Oregon's public universities.

Challenge

On one hand, the client needed to get customer feedback to plan programs and refine curriculum. On the other hand, the customers would be hard to reach and pressed for time.

Approach

CFM's conducted an Internet-based survey, and the results were impressive. Almost two thirds of those contacted participated in the survey. Industry professionals gave good grades for graduates' skills in a variety of areas such as teamwork, computational skills, the ability to solve problems and the ability to collect, analyze and report data. However, Oregon's business professionals were less impressed with graduates' oral and written communication skills, their familiarity with new technology and their ability to work in large teams.

Result

Engineering educators stepped up efforts to teach basic business communications skills. In the meantime, the survey gave hope to students. Oregon business professionals confirmed that jobs would be there for graduates in engineering, computer science and technology. Roughly four in ten said their organizations would increase hiring in engineering and technology fields over the next year, and more than half said hiring would remain the same. 

Mariel Zagunis: Helping an Olympian Get Her Point Across

Overview

Mariel Zagunis: Helping an Olympian Get Her Point Across

Mariel Zagunis knows how to get her point across. The 25-year-old Beaverton resident has won two Olympic gold medals in fencing. But when it came to getting pointers on conducting a social media campaign, she turned to CFM's Marketing PR team.

Challenge

Zagunis wanted to connect with her dedicated fans. As the first woman to win the Gold Medal in Olympic sabre fencing, Zagunis has developed a loyal following of fans who call themselves 'Zagoonaloons.' However, these fans had no way to connect directly with their beloved fencing phenomenon.

Approach

Given the several 'Zagoonaloon'-created groups on Facebook, CFM built an integrated online presence that featured both a Facebook page and website. Account Executive Hannah Smith simultaneously built the two portals, first launching the Facebook page, followed by the website. The website can be viewed at www.marielzagunis.com and the Facebook page at www.facebook.com/MarielZagunis.

Result

The response to Mariel's web presence has been incredible. Less than two weeks after launching the Facebook page, Mariel already had surpassed 1,000 fans. The page continues to grow and is expected to reach 3,000 fans by April 2011. The website has received steady traffic, and helped Mariel to secure additional sponsors.

Tillamook Cheese: Extending the brand

Tillamook Cheese Social Media

Tillamook County Creamery Association, the cooperative that runs Tillamook Cheese, blended two CFM services:

Public Affairs: CFM facilitated a reputation management audit with the dairy cooperative’s leadership, an enormous opportunity to enhance Tillamook’s brand and good name. Wanting to stay ahead of consumer preferences, Tillamook decided to eliminate rBST in the herds of more than 150 dairy farmers. Tillamook planned a quiet transition, but when agribusiness giant Monsanto – maker of rBST – loudly protested and attempted to divide cooperative membership, a huge public fight broke out.

CFM helped Tillamook with an aggressive program of member relations and media outreach that gained national attention, further enhancing Tillamook’s reputation.

Marketing Public Relations: CFM conceived and executed a comprehensive public relations program for Tillamook Cheese. The program also worked to enhance Tillamook’s reputation and build authentic relationships with target consumers.

Key programs included:

  • Development and execution a Mac & Cheese recipe contest in several key markets;
  • Raising brand awareness of target consumers through strategic partnerships and sponsorships of high profile community and industry events;
  • Using an online strategy to create and grow a community of brand advocates through a special Tillamook Fan Club microsite and the use of social media such as Facebook and Twitter;
  • Staging vibrant interactive Tillamook centennial events; and
  • Pitching Tillamook Cheese stories to key local and national media and bloggers resulting in valuable publicity.

Celebrating Tillamook Cheese’s 100th Anniversary

Overview

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Tillamook® Cheese had an opportunity that comes once every 100 years – the chance to celebrate a century as a farmer-owned co-operative, providing high-quality dairy products to consumers. CFM helped Tillamook take advantage of the yearlong opportunity, leveraging its 100th Anniversary, by communicating key brand messages as well as engaging the community.

Challenge

Operating during the economic slowdown of 2009, the challenge was to create a series of events and stay within a limited budget. There also was the challenge of managing relationships with multiple stakeholders and ensuring 100th anniversary messaging remained consistent throughout events and traditional and social media outreach.

Approach

CFM developed a comprehensive public relations program. It centered on: 1) four interactive community events; 2) traditional and social media outreach; 3) a community relations component; and, 4) a partnership with the Portland television station, KGW-TV (NBC). All events appealed to adults as well as children, in areas with high foot traffic. This included a special “Tillamook Cheese Day” event in “Portland’s Living Room,” (Pioneer Courthouse Square), that served as the capstone of the year’s events.

Result

CFM’s tactics created lasting impressions for consumers. Thousands of local consumers attended community events and shared overwhelmingly positive feedback and personal stories about the brand. Large-scale events positioned Tillamook’s anniversary as newsworthy, garnering coverage in most of Tillamook’s target markets. The value of the coverage was equivalent to $664,002 in advertising.

Tree Top, Inc.: Launching a New Consumer Product

Overview

Tree Top, Inc., an agricultural co-operative of more than 1,300 apple and pear growers, rolled out a new functional beverage called trim®. Tree Top wanted to increase retail distribution of its new trim® product through earned media coverage in its key growth markets. CFM delivered.

Challenge

Placing a new product in the media – in light of the decline of traditional media – adds a whole new variable to the formula. CFM had to develop a comprehensive product launch campaign for trim® that incorporated traditional and social media tactics.

Approach

CFM recommended its product launch plan, which included developing a key list of media targets in each of Tree Top’s growth markets, putting together personalized ‘sample packs’ of trim® with a handwritten note tailored to each contact, and distributing it via snail mail.

Result

In four months, CFM garnered quality media coverage in each of Tree Top’s target markets, most of which was in more than one media outlet. CFM also garnered national coverage on outlets such as Glamour’s Vitamin G blog, which proved a huge success. Results showed that it is still possible to garner traditional media coverage, and that being hyper-creative and unique in building relationships with media targets is the key to client success. 

Tillamook Cheese on Twitter

Overview

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In this day and age, it’s not enough for a company to speak to its consumers. A company also must be willing to listen and respond to praise or attacks on its business practices or products. With CFM’s creative inspiration, Twitter effectively was used on behalf of Tillamook Cheese, as a medium providing informative, light and playful – and sometimes serious – responses to consumers.

Challenge

Create a voice for Twitter that’s as flexible as the types of posts it will respond to, not to mention the variety of material it will publish. Find a frequency of posting that keeps followers engaged without overloading them. Stay vigilant to make sure you don’t miss the opportunity to make a new fan, correct a misconception or give credit to a blogger who’s got something nice to say about you.

Approach

We created an icon of Loafy, Tillamook’s signature Baby Loaf – or two-pound brick – of Medium Cheddar, and had him interact in first person with Tillamook’s followers. Through a combination of recipes, information about upcoming events, links to blogs and to our own Tillamook Fan Club Web site, we kept a steady stream of informative and entertaining content available for those who wanted it. We also made sure we responded whenever somebody asked a question or logged a complaint.

Result

Using this approach, we created an experience that was both active and interactive. In a little more than a year, we grew the account to more than 4,000 followers. This was accomplished by and large without promotional contests, and no auto-follow programs were used. By creating a large group of followers, CFM was able to reach and respond to dedicated followers, creating a feeling of real involvement with Tillamook’s growing community. 

Tillamook Cheese

Overview

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Introducing new consumers to a brand – as well as turning them into loyal consumers – sometimes is difficult. Reaching consumers within several key brand markets is another challenge. Tillamook Cheese wanted a program that would get consumers cooking with its product, and get them using it in a different way than just slicing off a piece of cheese and placing it atop a cracker.

Challenge

Develop a marketing campaign that reached thousands of consumers in Tillamook Cheese’s key markets, spurred product trial and placed Tillamook Cheese in the media, all on limited budgets.

Approach

CFM researched previous trademarked macaroni and cheese contests that other companies may have created and found none. A Macaroni and Cheese Recipe Contest was recommended to increase awareness of Tillamook Cheese, spur product trials and garner media coverage in the brand’s key markets. The first Tillamook Macaroni and Cheese Recipe Contest was held in 2005. It featured regional cook-offs in key markets in the Western U.S., and the grand finale cook-off was held in Portland, Oregon.

Result

Events held in four cities generated hundreds of recipe entries and millions of media impressions, in addition to personal relationships developed with recipe finalists, key media and contacts in important sales regions. CFM expanded the contest on behalf of Tillamook Cheese for 2006, staging cook-offs in San Francisco, CA, Tillamook, OR, Seattle, WA, Pasadena, CA, Chicago, IL, Denver, CO, Phoenix, AZ, and Dallas, TX.