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CASE STUDIES
Yoga Alliance Yoga Day USA 2010
Challenge: Charged with increasing awareness of Yoga Day USA,the largest single day nationwide event to promote yoga, and improve understand of the event amongst Yoga Alliance registrants
Strategic Approach: Created an integrated marketing and communications strategy that included:
"Destination Relaxation at The Liaison Capitol Hill"
Challenge: Continue generating buzz for The Liaison Capitol Hill as it entered its 3rd year of operation in an increasingly crowded market, position it as DC's top boutique lifestyle hotel, and positive feedback from guests
Strategic Approach: Utilize one of the hotel's strongest assets - its destination rooftop pool - to distinguish the hotel. Create unique "oasis in the heart of the city" branding/messaging and experience that set it apart from the competition and increase guest satisfaction.
Tactics included:
"Conserve Water, Drink Wine"
Challenge: Urbana Restaurant and Wine Bar was one of the first restaurants in DC to offer an eco-friendly wine program but it hadn't received any attention. Charged with creating an Earth Day promotion and generate awareness for the wine program less than two weeks before Earth Day.
Strategic Approach: "Conserve Water, Drink Wine" was developed and a partnership with the Chesapeake Bay Trust was created with a portion of sales going to the charity. Media relations and e-marketing were used to engage key audiences.
Results:
Yoga Alliance Yoga Day USA 2010
Challenge: Charged with increasing awareness of Yoga Day USA,the largest single day nationwide event to promote yoga, and improve understand of the event amongst Yoga Alliance registrants
Strategic Approach: Created an integrated marketing and communications strategy that included:
- Attention grabbing branding/messaging: Find Upward Bliss With Downward Dog
- Redesign of website to make is more user-friendly and easier to find and register an event
- Redesign of DIY toolkit with easy to use marketing and communications elements
- E-marketing and social media engagement
- Online advertising including YogaJournal.com and Daily Candy
- Strategic partnerships including Lucy, the apparel company
- Thousands of Americans came together to stretch body, mind and spirit
- Hundreds of dollars and in-kind donations raised at events across the country
- 344 events and commitments to host future events - a 150% increase from year prior
- Increased nationwide media coverage resulting in 9 million media impressions including Yoga Journal, Women's Health, and Forbes.com
"Destination Relaxation at The Liaison Capitol Hill"
Challenge: Continue generating buzz for The Liaison Capitol Hill as it entered its 3rd year of operation in an increasingly crowded market, position it as DC's top boutique lifestyle hotel, and positive feedback from guests
Strategic Approach: Utilize one of the hotel's strongest assets - its destination rooftop pool - to distinguish the hotel. Create unique "oasis in the heart of the city" branding/messaging and experience that set it apart from the competition and increase guest satisfaction.
Tactics included:
- "Destination Relaxation" branding and experience including daily complimentary Yoga on the Roof with one of DC's top yoga teachers, a first for any DC hotel, and "Tone, Taste, Tan," a day-long experience for area residents that included yoga, brunch at Art and Soul, and lounging by the pool
- Media launch experience
- Branding materials
- National and local media coverage resulting in 1 million media impressions
- New source of revenue
- Positive feedback from guests including review on Trip Advisor, the top hotel review site
"Conserve Water, Drink Wine"
Challenge: Urbana Restaurant and Wine Bar was one of the first restaurants in DC to offer an eco-friendly wine program but it hadn't received any attention. Charged with creating an Earth Day promotion and generate awareness for the wine program less than two weeks before Earth Day.
Strategic Approach: "Conserve Water, Drink Wine" was developed and a partnership with the Chesapeake Bay Trust was created with a portion of sales going to the charity. Media relations and e-marketing were used to engage key audiences.
Results:
- Nationwide and local media placements resulting in 2 million media impressions with coverage including NBC 4's Going Green, MSNBC.com, National Geographic Intelligent Traveler, Washington Post Going Out Guru's, WTOPNews.com
- Kimpton Hotel and Restaurants Going Green Award
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