Medtronic

Challenge

For most people, getting a pacemaker can be distracting, or even upsetting, as it leaves behind a chest scar, a visible bump, and a daily reminder about their heart condition. By comparison, Medtronic’s leadless pacemakers are implanted directly into the heart, making them cosmetically invisible for the patient. Previously, only 15% of patients qualified for a leadless device, until Medtronic’s Micra AV was approved by the FDA, expanding the number of eligible patients to nearly half of all pacemaker candidates in the U.S. This new development created an urgency to raise awareness among a new group of patients and caregivers about the advantages of leadless pacemakers, without disparaging traditional pacemakers (still an important part of Medtronic’s business).

Solution

After analyzing digital and social media strategies of heart health advocacy groups and medical device manufacturers, Padilla developed the “Pace of Mind” campaign inspired by patient benefits: while your leadless pacemaker is reassuringly “out of sight” once implanted, it is constantly working to treat your heart condition, delivering peace of mind like no traditional pacemaker can.

To increase awareness about Medtronic’s new life-changing leadless pacemaker among candidates, Padilla launched a national, multichannel digital concept explicitly stating what makes the leadless pacemaker so special – and communicating the emotional and physical benefits, which was essential to demonstrating its unique worth to patients. We developed an educational initiative from the partnership between Medtronic and Mended Hearts, a nationwide heart advocacy organization. We also helped tell the personal stories of three leadless pacemaker patients to reinforce the benefits of leadless pacing.

Results

Since its launch, more than 158,000 people have visited PaceofMind.org (more than doubling the set benchmark), spending an average of over three minutes on the site. These visitors have moved through the marketing funnel, demonstrating that the campaign is reaching the right audience with relevant content.

Social media content from Mended Hearts has driven more than 60% of overall site traffic (82% fit the target demographic) showing the value of advocacy in reaching candidates and patients online through a respected, credible voice.

Awards

  • PRovoke North America SABRE Finalist: Medical Technology

Padilla DEI

Challenge

Calls for greater social justice in the United States – and around the world – following the murder of George Floyd in 2020 raised awareness of the urgent need for greater diversity, equity and inclusion (DE+I) initiatives. These calls were particularly strong within the communications field, and while Padilla had begun its DE+I program in earnest in 2019, the murder of George Floyd, which happened only a few miles from our headquarters, compelled us to accelerate our efforts.

Solution

We recognized that we needed a holistic approach to strengthen our commitments and actions toward addressing the industry’s DE+I challenge with innovative and effective initiatives. To proactively develop a DE+I program to bolster diversity at all levels, we began by reiterating our commitment to DE+I clearly, then we walked the walk.

Padilla established a Diversity + Inclusion Council to ensure we are being intentional in creating a more diverse work environment. The Council – with guidance from Senior Leadership – focuses on the following key areas: Recruitment, Training, Retention and Content, which includes content we develop for ourselves and our clients.

DE+I client counsel is part of work we provide within our Corporate Advisory Group – and specifically, the Social Impact team. We also appointed a VP for Workplace Culture and DE+I, who serves as a member of our Senior Leadership Team. To supplement Padilla’s internal expertise, the DE+I Collective, comprised of external advisors, helps to ensure an inclusive and culturally appropriate approach to public relations and communications for our agency and clients.

When our recruitment process revealed missed opportunities to connect with and hire more diverse candidates, senior leaders had candid conversations with hiring managers about the importance of their role in the agency’s commitment to DE+I recruitment and hiring efforts. We strengthened relationships with diverse organizations and participated in college recruitment events and class presentations with various universities, including HBCUs. For the past two years, we’ve participated in the PR Council’s Agency-Ready Certificate Program, where we provided DE+I content. Additionally, we’re one of six agencies that established the Twin Cities PR BIPOC Career Explorer, a paid externship program that introduces BIPOC college students to the communications field.

To honor Juneteenth, Padilla established a Diversity + Inclusion Day of Service. The agency offers employees one day off annually to perform community service related to DE+I.

Results

At the end of September 2021, Padilla’s BIPOC employee base was approximately 15%, a more than five percent increase since we implemented our DE+I plan in June 2020. The progress we’ve made – including greater diversity among our employee ranks – has emboldened our commitment to contributing to DE+I solutions within our industry, and the industries that our clients represent.

Awards

  • PRWeek Award Finalist: Best DE+I Transformation

 

Blueberry GABOB

Challenge

Blueberries enjoy a strong position in the marketplace. However, the pandemic was spurring interest for other fruits also recognized for “immunity benefits.” The U.S. Highbush Blueberry Council (USHBC) needed to accelerate year-round consumer demand and sales – and continue growing the value of blueberries in an increasingly crowded and competitive market.

Solution

Padilla harnessed nutrition insights and highly relevant research-based health benefits to fuel the “Grab a Boost of Blue” campaign. With this positive, energetic call-to-action, we set out to increase demand for blueberries among consumers and retailers and generate interest through health and wellness influencers. Our PR-driven integrated marketing campaign included USHBC partnerships with the American Heart Association, TikTok and Instagram influencers, and health and nutrition science professionals.

Results

The Grab a Boost of Blue campaign is helping move millions of pounds of fresh and frozen blueberries. Initial results include:

  • Paid activities drove over 64MM impressions, 3.5MM video completions, 350K clickthroughs to the site and 195K in trackable units moved.
  • More than one billion earned media impressions and 119 placements, including a two-hour Good Morning America segment.
  • 102% increase in total Twitter impressions and growth in Instagram followers at the end of Q2 2021 over 2020.

Sound Agriculture

Challenge

Sound Agriculture’s mission is to help farmers tackle some of today’s biggest farming challenges more sustainably. The company’s first product, SOURCE, works to activate beneficial microbes at the root zone, reducing a farmer’s reliance on fertilizer. With the saturation of overhyped products and shortcut solutions in the agriculture industry, farmers are often skeptical of new products with no track record of success. On top of that, farmers tend to be loyal to the brands they have known and have been using for years. Sound Agriculture came on the scene looking to credibly break through with a new approach to agriculture products.

Solution

Padilla worked with Sound Agriculture to launch SOURCE for the 2020 growing season. We unearthed insights from grower research that informed compelling messaging, helped us ramp up the digital experience, and laid the groundwork for a multichannel communication campaign to introduce SOURCE to the agriculture world. The program helped farmers understand that while SOURCE sounded like magic, it was shown to work through real science.

 

Results

Following the launch, traffic on Sound Agriculture’s website increased by 245% compared to the previous year. Media coverage helped spread awareness of the brand and product, generating over 133 million impressions. And most importantly, SOURCE sold out for the 2020 growing season.

Awards

  • Best of Show — Public Relations, Best of NAMA Awards

U.S. Highbush Blueberry Council 3

Challenge

During Padilla’s partnership with the U.S. Highbush Blueberry Council (USHBC), blueberry consumption has more than tripled. Still, there’s always room for improvement in pursuing USHBC’s ongoing goal of making blueberries a consistently purchased must-have in every kitchen across the country. No small task for this small berry.

We set our sights on parents – a group that’s short on time, overwhelmed with responsibilities, and inundated with parenting advice, tips and methods. There may be no other more targeted audience in all of marketing – a challenge we wanted to turn into an advantage.

Solution

If parents are already bombarded with recommendations and methods for everything, we thought, why not lean into that? The Blueberry Method would present this powerful and delicious little fruit’s unique mind-and-body benefits in the form of an accessible and universal self-help regimen. And it would be delivered by its fictional inventor: author, visionary and dedicated self-promoter Dr. Barry Azul.

A documentary-style primer and series of short web videos introduced Dr. Azul’s groundbreaking Blueberry Method to everyone (but mostly parents) in need of help with life’s little curveballs. His simple solution – to buy, eat and love blueberries – came at a time when everyone was facing more curveballs than ever before.

 

Results

This comprehensive omnichannel program launched through paid, earned, shared and owned tactics. And much to everyone’s delight (especially Dr. Azul’s), consumers’ appetites for The Blueberry Method were strong. They bought, ate and loved blueberries to the tune of a 13% year-over-year increase in sales.

Awards

  • Global Silver Telly Award
  • Academy of Interactive and Visual Arts: Silver W³ Award
  • The Advertising Federation of Minnesota (AdFed): The Show – Gold and Silver Awards

Bremer

Challenge

A $12 billion regional financial services company, Bremer was ready to improve its presence on social media. The company turned to Padilla to develop a social media strategy and guidebook to shape their content. Once the strategy was complete, the Bremer team then asked Padilla to lead content development and community management for a short time to ensure the company started off on the right foot.

Solution

Padilla conducted an online listening audit that uncovered an opportunity for Bremer to focus on B2B audiences – creating a clear path for the company to establish itself as a leader in the space. Furthermore, there was very little content targeting agribusiness, a critical audience for Bremer.

Results

Padilla reshaped Bremer’s social media approach using a B2B-first strategy focused specifically on reaching the agriculture community. It consisted of four content pillars: Agriculture, Business, Community and Company Culture. We ensured that every piece of content we created mapped to at least one of the four pillars, which ensured our social media remained strategic and rolled into Bremer’s larger business objectives.

Improving the quality of the content led to impressive increases in both engagement and reach. Engagement rose by 171% on Facebook, 163% on LinkedIn and 239% on Twitter.

Monthly impressions on Facebook increased from 24,714 to 390,425 and from 9,568 to 19,424 on LinkedIn.

All in the span of two months.

Dole Food Company

Challenge

When the pandemic brought the world to a halt almost overnight, Padilla and Dole recognized the brand’s digital strategy needed to pivot to reflect stay-at-home quarantine life. We identified a social media trend of people spending more time in the kitchen and looking for fun recipes. This DIY trend was especially taking hold on TikTok with dalgona coffee, White Claw slushies and banana bread recipes seeing a lot of traction and, in turn, even press coverage.

Solution

We were seeing a surge in site traffic to our Dole Whip recipe after a few earned media articles on high profile websites. To capitalize on this uptick in interest, we knew timing was ripe for a TikTok activation.

Dole challenged Dole Whip lovers to create their own version of the frozen treat and share it on social media using #DIYDoleWhip for a chance to win a prize pack, including a Vitamix blender. We leveraged a mix of TikTok influencers and paid promotions to build awareness of the contest and encourage social media users to join in.

Results

Within a month, the contest was a viral success:

  • 4,111,006 video plays
  • Nearly 100 entries
  • On TikTok alone, the hashtag #DIYDoleWhip received 261,000 views
  • 32,694 likes
  • 1,163 shares
  • 633 comments

Produce for Better Health Foundation

Challenge

“Eat your vegetables.” “An apple a day…” We’ve heard messages like these since we were kids. Produce for Better Health Foundation (PBH) needed a new way to say it in order to reawaken the love of fruits and vegetables and their critical role in supporting happier, healthier lives.

Padilla saw an opportunity to help PBH improve its digital ecosystem and user experience. Through interviews and competitive audits, we gained a new understanding of consumers’ habits and behavior around technology, perceptions of fruits and vegetables, and the role of food in their lives, fully defining the challenge ahead of us.

Solution

Padilla reimagined PBH’s existing digital presence as a digital lifestyle editorial hub and set out to create a more relevant experience based on the audience’s needs and methods of consuming information. We tapped into PBH’s extensive consumer research and used their proprietary KNOW-FEEL-DO Behavioral Framework to inform the strategic approach and shape our solution. This more engaging digital experience, reflecting PBH’s new brand and positioning, would bring organization to the thousands of pieces of content and serve as a foundation that we can grow and build upon.

A key part of our findings revealed that the content and overall experience needed to align with seasonal changes and resonate during key moments of our users’ lives. Far more than just a reworked website, PBH’s new online consumer platform now:

  • Organizes content with categories designed to address user needs
  • Shifts the writing tone away from blog-style to a more editorial feel
  • Works with partners and influencers to create new written and video content
  • Supports sponsorship opportunities that are more strategic, and content-theme focused

And finally, this foundational digital ecosystem can be easily extended into new digital touchpoints.

Results

The website was built from the ground up to appeal to PBH audiences by addressing consumer aspirations and frustrations directly. Traffic to the site has greatly improved, with time on the new site up by 15%, and pages per session up by 17% vs. the old site. Compared to the previous site, our relaunch saw an increase in pages per session, a 3% reduction in bounce rate, and a 10 second increase in average session duration. Overall, audience engagement has clearly improved.

E-newsletters were redesigned and refocused to address top content and visual priorities, and our open rates have increased by 58%.

The social media tone of voice became more youthful and better suited to PBH’s target audience, led with higher quality, visual-first/video-first content, and included partnerships with social savvy influencers. Our takeover of the PBH social channels has yielded 2,500+ new followers and obtained 30,000 engagements in its first six months – with Facebook and Instagram averaging nearly 1 million in monthly reach per channel.

Since launch in 2019, the campaign has seen 4.5 million impressions, 485,000 clicks and 12,000 conversions with a CTR of about 11% (over 2x industry benchmark of approximately 5%) and an average cost per click of $1.58.

HealthPrize

Challenge

More than 30% of prescriptions are never filled, and more than 50% of people with long-term conditions stop taking their medications within the first year. Increasing adherence rates to prescribed medication not only improves patient outcomes but leads to a significant and untapped revenue and profit source for pharma. HealthPrize, a company that developed a cloud-based patient experience platform to improve medication adherence, needed to reach the niche group of pharma C-suite stakeholders and enlighten them about this financial opportunity.

Insight

The pharma industry faces many challenges, including the perceived “need” to increase prices to continually grow and appease investors. However, this tactic only addresses one aspect of the pharmaceutical triple aim, which focuses on improving patient outcomes, reducing total cost of care and generating new revenue. Padilla’s B2B Technology/Health team and HealthPrize understood these challenges and opportunities, and knew their strategy needed to address them head-on.

Idea

Padilla developed a media relations campaign targeting influencers, analysts and top-tier reporters across national pharma and business news channels. Padilla and HealthPrize worked together to leverage third-party studies and reports that made a compelling case for how pharma companies can increase EPS via improved medication adherence — a credible segue to HealthPrize success metrics.

Solution

Padilla unearthed opportunities to insert the HealthPrize founder’s point-of-view and expertise into conversations about pharma’s drug pricing strategy and its long-term implications on revenue and EPS, securing multiple trade and business media interviews. The team also developed bylines and opinion commentary for pharma trade and national business-media outlets to showcase how medication adherence can help pharma companies achieve the triple aim.

Results

By highlighting the founder’s expertise on timely topics, Padilla helped to establish and cement him as a thought leader among high-level pharma stakeholders. Earning 28 placements over one year in business and trade channels bolstered the company’s leadership position. HealthPrize continues to grow its customer database and expand its industry credibility.

Sapiens

Challenge

Sapiens, a leading global provider of software solutions for the insurance industry, arrived at a crossroads after a rapid series of acquisitions and organic growth. The company’s product portfolio expanded significantly, which led to inconsistent product naming and created redundancies. Most product names still started with the word “Sapiens,” but others began with the names of companies Sapiens had acquired. This lack of clarity threatened to eventually fracture the unity of Sapiens’ powerful brand in the insurance and financial services marketplaces, and to complicate sales processes. Sapiens engaged Joe Smith, the brand consultancy of Padilla, to analyze its brand architecture, determine specific value propositions for each product line, and present a strategy for organizing and grouping its applications and services. The goal was to better position the company in an increasingly competitive space and to unify the brand following explosive growth.

Insight

Research revealed Sapiens’ naming architecture told a product-centered story. While stakeholders referred to and trusted the Sapiens brand for solutions, their portfolio was not organized and presented in a way that made it intuitive for insurers to quickly understand what they needed from this one-stop-shop with an extensive product portfolio. It was unclear which offerings were full suites with core offerings, which were single products to upgrade legacy systems, or which geographic market and carrier sizes they best served. Additionally, the legacy names for products and services were often obscure/abstract and it was necessary to create a “one-brand” approach. This entailed starting all product names with the word “Sapiens,” to capitalize on an industry-leading brand and demonstrate that the offerings are pre-integrated and work best together.

Idea

Sapiens required a brand architecture that defined a structure for the future that led with elevating the Sapiens brand first, and was straightforward and simple to offer prospects and existing customers a more pleasant pre-sales experience, yet sophisticated enough to tell the story of an industry leader with 30+ products who services clients around the globe. After a series of acquisitions, it was critical to present Sapiens as a unified and holistic company, and leverage the company’s powerful name.

Solution

The team at Padilla developed clear roles and benefits for each Sapiens offering, then created a structure for organizing the portfolio that made it possible for each offering to communicate an individual value proposition, while showing how it complemented the broader brand portfolio. Rather than become a conglomerate of many software brands, Sapiens was repositioned as a master brand with integrated product suites. With this architecture in place, the team established a decision-making strategy for future Sapiens acquisitions and developed a roadmap that enabled quick launch of new products following changes, which is important in a dynamic and evolving marketplace.

Results

By optimizing the naming architecture and setting up a framework for future brand solutions, Sapiens now has a simpler brand portfolio with more clearly differentiated offers that is easier for customers to understand, accommodates product growth and streamlines marketing for more than 30 solutions.

Ditch Witch

Challenge

As the pioneer of underground construction technology, Ditch Witch was well-known throughout the utility industry – mostly because of its orange equipment, not its spotty media coverage. Ditch Witch turned to Padilla to amplify its PR efforts, increase its earned media share of voice, and strategically position itself as an innovator and thought leader in the industry.

Insight

By uncovering gaps in the earned media landscape, we identified opportunities to build content and insert subject matter experts into industry conversations about infrastructure rehabilitation, fiber build-out, workforce shifts and safety.

Idea

A steady drumbeat of thought-provoking content could bring Ditch Witch from “those orange machines” to the organization that is driving industry trends and conversations.

Solution

Padilla developed an ever-evolving communication program using thought-leadership content, customer success stories and company news to secure industry speaking engagements and a steady stream of coverage in key trade publications.

Results

In the first year of program implementation, we increased media coverage by 78% year over year, including a 130% increase in strategic customer success stories and contributed thought-leadership articles. Since implementing the program, we’ve helped identify, secure and maintain a steady stream of prominent speaking events, and maintained an annual share of voice of more than two times that of its closest competitor.

U.S. Highbush Blueberry Council 2

Challenge

Blueberries have long held bragging rights as a superfood – a reputation that gave way to years of double-digit growth in volume and dollar sales. But growers weren’t boasting much as antioxidants had become passé and the democratization of superfoods had slowed momentum, leaving blueberries’ share of the produce category flat. That’s when Padilla was enlisted to juice demand.

Insight

Recognizing that shifting consumer expectations and aggressive competition were impacting blueberry consumption, Padilla took a deeper dive into the low-hanging fruit of untapped demand – moderate users, representing 25 percent of the market. Our target, while demographically diverse, had one important thing in common. In an era of divisiveness and distrust, they remained steadfast in their optimistic, cheerful outlook, and found encouragement in expressive and vibrant material. Our best “in” with them would be to pique their attention with colorful content and positive messages delivered in moments that matter to them, when they’re with people they love.

Idea

Blueberries are so delicious, fun and versatile, there’s nothing they can’t do. We call them “Positively Bluetiful.” That’s the theme behind creating entertaining and shareable content to build broader affinity for blueberries.

We make people hungry for blueberries from morning ’til night – and create everyday appeal by sharing approachable, easy-does-it recipes.

Solution

The Positively Bluetiful campaign featured bright imagery of people incorporating blueberries into their lives, craveable content and shareable recipes in banner ads, social posts and online videos. We used influencer partnerships to drive social engagement and word-of-mouth buzz about blueberries.


Just one year into the campaign, Positively Bluetiful increased share of voice among competitors, drove 4.5 million engagements and 4.6 million video views, generated 5.29 billion media impressions, and reached moderate users three times per day, 365 days per year. Best of all, consumers are eating more blueberries with sales up 9.3 percent over the previous year. For the growers and producers of the U.S. Highbush Blueberry Council, these results were nothing short of Bluetiful.


Awards

  • Global Bronze Telly Award

Tru by Hilton 2

Challenge

Simplified yet spirited, fresh and vibrant: At its core, Tru by Hilton is a brand unlike anything the hotel industry has ever seen, breaking the mold at every turn. Tru by Hilton’s statement-making entrance into the midscale hotel sector kick-started its unprecedented growth. Hilton knew that the extraordinary brand needed to be celebrated in Tru-spirit when its first property opened. The time had come for the concept to become a reality.

Insight

In order to make a splash and continue the brand’s impressive momentum, Hilton wanted to leverage the grand opening as a moment in time to reach key stakeholders with messages about the brand’s innovation: Hilton’s organic growth and achieving a milestone of 5,000 open hotels.

Idea

To execute a Tru-ly different grand opening event, Padilla needed to celebrate what sets Tru apart. We created a plan to drive interest from target markets in tandem with a comprehensive media strategy to tell every story angle around Tru.

Solution

Padilla told more than eight story angles around Tru with national and local business, lifestyle and travel media. The team worked to field interviews leading up to the opening, host 10-15 journalists on-site, and offer advance access to Hilton leadership to national business media.

Results

Coverage appeared on coveted business outlets, including CNBC and CHEDDAR TV. In total, 17 local, 14 trade and eight top-tier stories – including in USA Today and The Wall Street Journal – brought in more than 527 million impressions overall. Coverage of the opening generated 3.5 million impressions via Facebook, Snapchat, Instagram and Twitter.

Niagara Conservation 2

Challenge

Niagara Conservation toilets use 77 percent less water than conventional toilets – an important advantage considering the world’s diminishing supplies of fresh water. But gaining awareness for the disruptor brand presented a challenge.

Well-known competitors were flush with marketing dollars. Padilla had to be savvier and more strategic to make a splash in the marketplace.

Insight

Padilla’s research revealed prospects most likely to consider Niagara for their next purchase: millennial homeowners and millennial property managers. Both audiences thought they knew it all when it came to the facts of flushing – so we’d need compelling evidence to show them how Niagara was a smarter choice.

Idea

We knew that a humorous, disruptive creative approach would differentiate Niagara from the competition – while boosting awareness, interest and purchase consideration.

Padilla’s integrated campaign, “Toilet for Smart Asses,” used a storytelling technique, pivoting on a hapless character (Phil, the dumb ass) to entertain while showcasing the advantages of Niagara toilets.

Solution

Padilla’s campaign drove leads and purchases with digital and display ads, and through a series of three entertaining videos on targeted social media. Display ads were featured on HGTV and Real Simple.

For property managers, we created an informative e-book, and drove purchases on HomeDepot.com from the campaign landing page. Throughout the campaign, ongoing media outreach helped generate continuous coverage in B2B and consumer outlets.

Results

“The Toilet for Smart Asses” was a watershed in the history of Niagara sales. The videos garnered over 2.2 million views and drove over 72,000 qualified visits to the campaign landing page.

Most important, the campaign generated more than 600 sales leads in its first four weeks, compared to 930 during the previous 12 months – translating to thousands of toilets sold and countless gallons of water saved.


Awards

  • North America Gold SABRE Award
  • North America Innovation & Insights SABRE (In2SABRE) Award
  • The Advertising Federation of Minnesota (Ad Fed) Best of B2B Award
  • Global Telly Awards: 1 Gold, 3 Silver, 1 Bronze

Consorzio del Prosciutto di Parma 2

Challenge

Prosciutto di Parma (PDP), the delectable Italian-cured ham, elevates the dining experience – and commands a premium price. It’s a splurge for restaurateurs, too.

Many chefs don’t know how to render full value from the prized pork. They perceive it as wasteful — a recipe for leaner sales down the road.

The Consorzio engaged Padilla to promote PDP among U.S. foodservice professionals. Our challenge del giorno: change attitudes and behaviors through awareness and education.

Insight

After interviewing foodservice professionals to assess perceptions and knowledge, we learned they didn’t know how to use the whole prosciutto leg. But they were motivated to learn if it meant reducing food waste and boosting profits.

Unfortunately, there were few convenient training tools for busy foodservice professionals – and none on prosciutto use.

Idea

Education was the cure. To guide tactics, we studied chefs’ training opportunities and learning preferences.

Up-and-coming chefs — future prosciutto purchasers — were hungry for snackable instruction and recipes accessible on mobile phones or tablets.

They also wanted more hands-on training. Many spoke Spanish. And they had little time or appetite for tedious training.

Our idea? Teach busy chefs via engaging, mobile-optimized digital channels, including a content-rich website. Inspire creative, economical uses for the ham — from skin to bone. And bring the lessons to life through training workshops at professional chef events and conference sponsorships.

Solution

Enter: The Whole Leg campaign, with an inviting bilingual website as the training hub. TheWholeLeg.com shows professionals how to prepare and serve PDP. It features unique chef-developed recipes, training videos, links to suppliers and a sign-up form for an e-newsletter featuring ongoing communication and announcements — plus a path to purchase.

The site launched with national foodservice trade media coverage, advertising, targeted social media, live training and workshops. Padilla also tapped chef ambassadors to share the program.

Results

In just 8 months, 95 percent of chefs who visited the website reported a better understanding of how to use PDP. The site drew 5,000 unique visitors in its first six months. Offline, over 2,000 professionals attended hands-on industry trainings across the U.S., giving more chefs a leg up with the “king of hams.”


Awards

  • North America Innovation & Insights SABRE (In2SABRE) Award
  • Three National PRSA Silver Anvil Awards

Death Wish Coffee

Challenge

Death Wish Coffee made a name for itself when it debuted as “The World’s Strongest Coffee,” with caffeine content 200 percent stronger than the average cup of coffee. The company already had a huge online presence – it’s the No. 1 most wished-for coffee on Amazon. It tapped Padilla to create buzz around its expansion into national retail stores and help broaden its fan base.

Insight

Padilla conducted an extensive media audit to learn more about Death Wish Coffee’s media coverage to date as well as new opportunities. The results showed that while the company had garnered significant regional coverage, it was time to refresh its approach to media relations and broaden its list of priority media outlets and journalists. Reaching a wider market nationwide would help propel the company from its homegrown roots in upstate New York to a household name.

Idea

Padilla decided to take a “reverse-engineering” approach to media strategy, writing the headlines and types of coverage desired, then building out a list of media targets to fit each angle. The team cultivated an eclectic and far reaching set of media opportunities to pitch, from CEO interviews and holiday gift guide roundups to local news reviews and fitness features highlighting Death Wish as an essential pre-workout boost.

Solution

Equipped with a new set of contacts and a fresh approach, Padilla pitched away. The team successfully created buzz around the brand’s two biggest announcements to date: rolling into Walmart stores across the country and launching aboard the International Space Station with its new instant coffee blend. The team provided assets, angles, interviews and samples to generate interest from numerous journalists eager to cover one or both launches.

Results

As a result of Padilla’s outreach, Death Wish Coffee was featured prominently in national and local media outlets, including USA Today, Fortune, Outside Online, Radar Online, The Orange County Register and Alabama.com, among others. Additionally, thanks to the coverage of Death Wish Coffee in space, the brand can now stake its claim as “The Galaxy’s Strongest Coffee.”

Blue Cross and Blue Shield of Minnesota

Challenge

More than a third of Americans are prediabetic, meaning that they are at a high risk of being diagnosed with Type 2 diabetes. The good news is, prediabetes can be reversed. However, 90 percent of people with prediabetes don’t know that they suffer from it and are thus unable to treat this reversible condition. Blue Cross and Blue Shield of Minnesota wanted to change that and turned to their communication partner, Padilla, for help.

Insight

Unlike most chronic diseases, prediabetes is completely reversible by making simple lifestyle changes like eating healthier food, increasing physical activity and getting more sleep.

Idea

Padilla proposed an interruptive and shareable digital campaign and a self-evaluation quiz for users to assess their risk factors. By using localized statistics and Blue Cross expertise, we planned to create a campaign with a call to action for the self-assessment of prediabetes.

 

Solution

Blue Cross launched the “Reverse It” campaign, which informed Minnesotans about the risk of prediabetes. The campaign further educated Minnesotans about how to reverse prediabetes by making healthier lifestyle choices. Meanwhile, Padilla devised a multichannel campaign with the thought-provoking headline, “The Best Bad News You Can Get: Prediabetes.” The campaign was fully integrated, using social media (both organic and paid), Blue Cross’ corporate blog, paid search and a comprehensive earned media strategy. All content contained a call to action and linked to the quiz where people could assess their risk for prediabetes.

Results

The campaign’s success exceeded Blue Cross’ expectations. Almost 90 percent of those who took the quiz finished, while a third shared their results via email, Facebook or Twitter. Padilla secured 18 stories that featured campaign messaging. Radio outreach generated 1.6 million impressions on 127 stations.

Wilsonart 2

Challenge

Architects and designers have long specified wood to bring warmth and beauty to homes and commercial spaces, but unfortunately, many tree species are endangered or threatened. Wilsonart, a leading manufacturer of engineered surfaces including laminate, recognized that most designers and architects don’t know enough about endangered tree species to make responsible sourcing decisions.

Insight

Padilla’s research division, SMS Research Advisors, conducted a nationwide survey of architects and designers (A&D) to gauge industry understanding of the issues surrounding endangered and threatened woods. The findings showed a serious awareness gap, as well as resistance to deviating from their clients’ preferences – endangered wood or not.

Idea

To bridge the gap in understanding, Padilla planned a “lunch and learn” continuing education class dubbed the “National Day of Learning.” This event would demonstrate the company’s commitment to sustainability and its willingness to invest in the A&D community’s professional education requirements.

 

Solution

Wilsonart engaged a well-known designer and materials expert, to lend interest and credibility to a presentation, “Global Forestry 101,” which streamed live from the Center for Architecture in New York – a high-profile hub for the design community. The outside expert taught the architects and designers to identify endangered or threatened woods and encouraged responsible sourcing – including specifying sustainable alternatives like Wilsonart Laminate. To attract attendees to the event, Padilla employed a multichannel marketing program, including a landing page with an infographic, white paper, email invitations, social media promotion, a press release and targeted media outreach.

Results

The program exceeded the participation goal by 126 percent and the media placements goal by 110 percent. The success of the National Day of Learning further bolstered Wilsonart’s leadership in sustainable and alternative surfacing solutions – a position it can own in the marketplace.


Awards

  • National PRSA Silver Anvil Award

Ribera y Rueda

Challenge

After several years of running a consumer-focused campaign, Spain’s No. 1 selling white wine region, D.O. Rueda, and D.O. Ribera del Duero, a world-renowned Tempranillo producer region, wanted to create trade alliances and ignite sales through a trade program in the U.S.

Insight

Market intelligence showed that strengthening Ribera del Duero and Rueda’s trade campaign was essential to maximize case sales and amplify the campaign’s success. While the consumer campaign required different consumer activations for each region, the trade program needed to function together to best serve buyers and realize campaign efficiencies.

Idea

There was value and synergy in having trade representatives promote the regions together. Based on past experience, the team needed a framework to drive the trade’s path to purchase and persistently follow-through to close sales in order to establish a successful trade program.

Solution

Padilla constructed a comprehensive plan to strengthen the Ribera y Rueda campaign presence across a three-tier system. We developed a trade strategy that would promote depletions, secure new placements and build lasting awareness through commercial alliances. The program components included a turnkey importer and winery communication strategy, a national education program, multi-state distributor incentives and an aggressive point-of-sale programming. For the latter, Padilla focused primarily on multi-unit on-premise accounts that included staff training, staff incentive programs and by-the-glass promotions, as well as consumer education programs and dinners.

Results

In just 10 months of active partnership execution to date:

  • Established a presence in seven primary markets and four secondary markets
  • Negotiated point-of-purchase alliances and executed 10 partnerships across the U.S. (distributor, integrated retail chains and national on-premise accounts) that included 300+ staff trainings, consumer tastings and other digital and/or point-of-sale promotional components
  • Developed a network of 70+ actively participating wine brands
  • All report category sales growth from 20 to 100 percent

B&W Quality Growers

Challenge

B&W Quality Growers, the largest growers of watercress, wanted to introduce their product to mainstream consumers to create awareness and drive watercress trials. Packed with countless health benefits, watercress can easily elevate all types of dishes by adding flavor and nutrition, but is often thought of as just a garnish, and is overlooked because of handling misconceptions and lack of information on usages.

Insight

We knew all the wonderful ways watercress could be incorporated into various applications and cuisines. Communicating this through influential bloggers would in turn reach their readers, thus inspiring them to experiment with watercress.

Idea

We pursued a partnership with a blog network to provide us the online amplification we needed to share the wonderful nutritional benefits of watercress. From there, we could show how someone could seamlessly work watercress into their diet.

Solution

B&W partnered with popular recipe and lifestyle website and blogger network “Honest Cooking” to recruit 20 of their 900 bloggers to develop exciting yet approachable recipes featuring significant amounts of watercress. Recipe teasers were featured on each blog, encouraging readers to visit bwqualitygrowers.com for the full recipe. Bloggers also shared posts across their well-followed social media channels, tagging B&W.


Results

The month-long campaign yielded the following results:

  • 10,282 social media engagements
  • 351,676 earned social media impressions
  • 2.4 million banner ad impressions
  • 1.3 million content impressions

B&W was also left with brand new content (recipes, images and one custom video) to enhance their website database and engage with consumers.

Coppertone 2

Challenge

With an influx of skincare products launching every year, setting brands apart from their competitors is an ongoing challenge. The iconic Coppertone brand needed to tap into new marketing tactics to create anticipation for its innovative Whipped sunscreen. The first of its kind and seven years in the making, Coppertone had the opportunity to make a social media splash with Whipped, and Padilla helped them do just that.

Insight

In today’s media landscape, consumers turn to social tastemakers for advice and product recommendations. Padilla knew engaging these influencers would help Coppertone create a groundswell of social conversation and engagement for Coppertone Whipped.

Idea

To secure a path into an influencer network, Padilla partnered with influencer and beauty events organization Simply Stylist to gain larger brand exposure through celebrity ambassadors who attended a Coppertone Whipped pop-up event at Eden Roc hotel in Miami, Florida.

Solution

Padilla helped Coppertone launch the Whipped product through the influencer event, which connected with media and consumer extensions to seed news. Top-tier influencers, including former Bachelorette Ali Fedotowsky-Manno and Olympian Nastia Liukin, alongside national high-profile and micro-Miami influencers participated in interactive conversations about sun care. Engaging content was captured through a skincare panel and beauty-based activations to generate awareness on their social platforms among key stakeholders for Coppertone Whipped.

Results

The event garnered 90+ million impressions through influencer social coverage, consumer engagement and earned media. Top-tier influencers generated nearly 10 million impressions, and the event generated 45+ stories across a variety of top-tier outlets such as Just Jared and Us Weekly.

Viviscal

Challenge

When Viviscal, an all-natural supplement shown to strengthen and promote hair growth, was ready to turn to public relations to further awareness and sales in the U.S., the brand had recently discovered half of its customers were women when the product was originally marketed to men.

Insight

Research indicated that nearly 40 percent of all American hair loss sufferers are women, but that hair loss was rarely discussed among women.

Idea

With so many women suffering in silence, we knew we needed to tackle the issue head-on by creating an awareness campaign that would bring the issue of hair loss to the national stage.

Solution

We implemented a year-long traditional and social media program to create a steady drumbeat of media coverage educating about hair loss with beauty and wellness media outlets and influencers.

To do so, Viviscal partnered with celebrity hair stylist, host of “Tabatha’s Salon Takeover” and experiencer of hair loss, Tabatha Coffey, and Laura Berman, a sex and relationship expert who experienced hair loss post-chemotherapy to speak about the physical and psychological impact of female hair loss. Ongoing and highly targeted media outreach was paired with participation at trade shows and influencer events, as well as curating a group of high-profile brand ambassadors to share their hair loss stories for media and influencer pick-up.

Results

Viviscal saw a 211 percent increase in sales over the previous year, with spikes in sales around significant media coverage, like a 28 percent increase in revenue from Viviscal.com during a New York media blitz. What’s more, sales increased 42 percent above average the following week, and continued to maintain a 25 percent increase for an entire month after. Media coverage surpassed more than 400 million message-rich earned impressions, including The Early Show, Allure, Harper’s Bazaar, Glamour, and Pregnancy & Newborn.

Be The Match 2

Challenge

Every three minutes someone is diagnosed with a blood cancer, like leukemia. For many of these patients, a marrow transplant could be their only hope for a cure. However, 70 percent of patients do not have a fully matched donor in their family. These people depend on Be The Match® to find a matching marrow donor for transplant. But more awareness is needed about the opportunity to become a marrow donor and potentially save someone’s life.

Insight

A celebration with national spotlight would raise awareness and showcase the powerful message and work of Be The Match. More importantly, it could provide hope for those patients who do not yet have a matching marrow donor on the national Be The Match Registry®.

Idea

Robin Roberts, cancer survivor, transplant recipient and host of ABC’s Good Morning America (GMA) was on the verge of celebrating her five-year marrow transplant anniversary. Padilla and Be The Match partnered to turn the occasion into an anniversary party of the ages.

Solution

Padilla and Be The Match pitched a celebration of Robin’s milestone anniversary to GMA, and after producers’ consideration, worked with GMA producers to coordinate a celebration of Robin, which aired on Sept. 20, 2017. We also secured a first-time marrow donor and transplant recipient meeting between 8-year-old A.J. and his marrow donor Alex, which was included in the segment. A.J. was diagnosed with leukemia on his 4th birthday and urgently needed a marrow transplant. Through Be The Match, A.J.’s doctors found Alex — a young woman who saved A.J.’s life by donating marrow.

Results

In the 24 hours following the seven-part segment, 2,366 people joined the registry online as potential marrow donors, breaking Be The Match’s previous record for the most registrations online in a single day.

Virginia Wine

Challenge

Over the last 10 years, the buyer’s journey and user experience online have become further and further nuanced, forcing companies to consistently adapt. Since 2006, when we began partnering with Virginia Wine, we noticed their customers consistently using different methods to search for information about wineries and began noticing traffic diverting from the site.

Insight

In the past, users would rely on the Virginia Wine website, or the winery’s website, to find information such as address and hours of operation. With the ever-increasing power of Google, traffic was being diverted from virginiawine.org, and the company needed to provide value to their customers in new ways.

Idea

It was time to adapt. We needed to completely analyze the user experience of the three segments of Virginia Wine’s website: winery owners, winery visitors and the Virginia Wine Marketing Office.

Solution

We rolled up our sleeves and spent the last year completing five rounds of testing and interviews involving the three website segments. The interviews became our compass, helping our team and Virginia Wine understand areas of improvement for the site. We relied on this research when making decisions to iterate and improve the user experience. From our insight, we prototyped, tested, launched and monitored a completely redesigned winery and event search that better matched user behavior and thought process.

Results

  • 37 percent increase in pages per session
  • 110 percent increase in winery detail page views
  • 113 percent increase in event detail page views

Looking ahead, we’re launching new features for users to create their own accounts, plan winery trips and “favorite” wineries. We’ll also be launching the Virginia Wine App for iOS and Android.

Valley Health

Challenge

As part of its growth strategy, Valley Health acquired five referring hospitals as part of its owned network. The compensation and benefits structure varied, and Valley Health wanted to recalibrate its “Total Rewards” program to ensure fairness and financial sustainability, without undue negative impact to employees.

Insight

Padilla began by immersing itself in the work of the benefits consultant and HR leadership team to understand the changes and gather insights.

Idea

Padilla helped to craft overarching and audience-specific messaging to guide all internal and external Valley Health communication.

Solution

Communication included: board presentations, CEO memos, leadership talking points and newsletter articles. Additionally, Padilla provided on-site change management training for 300+ managers across six facilities and two states over the course of a week. Questions also were integrated into the annual engagement survey to assess employee buy-in.

Results

Supervisors felt equipped to support their employees. Employees felt safe to raise questions and concerns. Employee engagement did not decline during the transition.

Virginia Lottery2

Challenge

In 2015, the Virginia Lottery announced it would move its headquarters, including more than 200 employees and gaming equipment, to another state office building in downtown Richmond.

Insight

Aiming to use the move as an opportunity to engage employees, the Virginia Lottery partnered with Padilla to increase collaboration and interaction between employees, create an atmosphere of fun, and foster a communication environment to help employees more readily accept change in the workplace.

Idea

Padilla worked closely with Virginia Lottery leadership to develop a strategic plan, which included:

  • Interactive activities to foster excitement about the move
  • Communication to acclimate employees to their new workspace
  • Opportunities to seek employee input on move-related decisions
  • Activities to introduce new neighbors to the Virginia Lottery and create a combined building culture

Solution

With the plan finalized, the team provided strategic guidance and assistance throughout the move process. Activities and communication included:

  • Move Survival Kit – Employees were provided with useful resources, including maps, move details and energy bars
  • Move Passport – Employees participated in a game that encouraged them to explore their new work spaces
  • Conference Room Naming Contest – Employees had the opportunity to select conference room names at the new headquarters

Results

As a result of these efforts, 96 percent of employees surveyed felt communications were informative throughout the move process. No employee-related complaints were reported from neighbors; in fact, neighbors welcomed the Virginia Lottery and expressed interest in working together. Additionally, 93 percent of employees surveyed felt engaged in the move throughout the preparation process, and 96 percent said they are excited about the opportunities the new headquarters offers for their workplace culture.

McKesson

Challenge

When McKesson Medical Surgical relocated its headquarters to a new facility in 2015, the company hoped the move would serve as a catalyst for a cultural transformation.

Insight

To help with this relocation and transformation, McKesson turned to Padilla to develop a strategic communication program that would engage employees throughout the journey.

Idea

Padilla worked with McKesson to create a program, that would:

  • Educate employees about the move and what it meant for the company
  • Generate excitement and instill a sense of pride
  • Facilitate and speed the adoption of processes and behaviors aligned with the new office environment
  • Positively impact workplace culture and employee morale

Solution

Under the theme “Landmark on the Move,” Padilla created and executed a comprehensive employee engagement campaign that included the launch of a move-specific intranet site; special events, including town halls and culture-building activities such as an art installation and scavenger hunt; ongoing employee communication and collateral; and much more.

Results

With this campaign, intranet traffic increased 286 percent, with the move site generating nearly 60 percent of all traffic. Events were well-attended and positively received by a cross-section of employees. Leadership and employees alike have embraced the new workplace guidelines – which serve as the foundation for McKesson facilities nationwide – positively impacting morale and culture. McKesson has become an example for the Richmond business community and other companies going through similar changes.

Bridgestone

Challenge

When you think of global leaders in innovation and technology, you may not immediately think of a tire manufacturer like Bridgestone Americas. However, that’s exactly what Bridgestone was aiming to become – and to get there, they needed a strong internal communication program that would engage employees – both in the office and at the plant level – in this journey.

Insight

Bridgestone partnered with Padilla to revamp its entire internal communication program. The company faced many challenges, including a diverse workforce and work environments; a lack of structured communication tools and process; and limited manpower to create and activate communication.

Idea

Padilla developed and launched a new program aimed at better engaging employees in driving the company’s focus on innovation and its brand pillars.

Solution

Initiatives included:

  • Launching executive-led communication (e.g., CEO-led Town Hall meetings, a CEO blog, executive road shows, etc.)
  • Structuring and formalizing communication channels, processes and tools
  • Creating and launching an employee recognition program aligned with the company’s focus areas
  • Launching a new, companywide intranet platform
  • Enhancing employee content to be more engaging and newsworthy
  • Establishing analytics to track employee engagement across all communication channels

Results

Email open rates increased from 21 percent in 2015 to 41 percent in 2016. From January 2016 to June 2016, the intranet received nearly 1.2 million site visits and 2.25 million page views, with an average site visit time of five minutes. With Padilla’s help, Bridgestone now has a strong internal communication program that keeps employees consistently engaged and showcases how the company’s vision is being brought to life every day.

Cargill

Challenge

In 2015, Cargill Animal Nutrition’s U.S. equine business wanted to educate horse owners on an entirely new concept regarding equine nutrition. Cargill partnered with Padilla to separate fact from fiction amid a sea of industry misconceptions.

Insight

A horse’s topline, the muscles along its back and rear, are critical to helping the horse look good, feel well and perform to the best of its abilities. For many horse owners, equine veterinarians and others in the horse community, a horse’s topline “is what it is,” while others have been sold on myths to improve topline – like more exercise or changing saddle fit.

Idea

Together with Padilla, Cargill Animal Nutrition launched a program to educate horse owners and veterinarians about its research connecting nutrition, topline health and the role specific feed formulations play in targeting a horse’s topline.

Solution

The campaign began with research to help us understand horse owner perceptions about topline, how they make feed decisions, who they look to for information and more. Following the research, we launched Topline Balance™, a new way for horse owners to identify feed containing topline-improving benefits. Cargill and Padilla executed an integrated campaign, complete with industry-leading ideas, including the creation of a custom three-dimensional digital horse, to build awareness and, ultimately, drive demand for Cargill equine feed.

Results

Since launch, the horse community has made big strides in acknowledging and understanding nutrition’s impact on topline. Product sales saw a notable increase, as well. All SKUs in the Topline Balance™ line saw a sales increase of 3 percent compared to the previous year. A flagship product within that portfolio, Empower Topline Balance, saw a 40 percent increase in tonnage sold compared to the previous year, following a product refresh that included a new formulation and new name.


Awards

  • 3 National PRSA Silver Anvil Awards of Excellence
  • 2 Region III National Agri-Marketing Association (NAMA) Best of Show Awards
  • 1 National NAMA Award and 1 Best of Show Award
  • 2 International Association of Business Communicators (IABC) Gold Quill Awards of Merit

LandOLakes

Challenge

Food Security is a basic human right. But it’s not a reality. Global food security will require the best thinking of the next generation to solve. The problem: Most college students don’t even consider careers in agriculture. To attract college students to the understaffed agriculture industry, Land O’Lakes Inc. teamed with Padilla to promote the Global Food Challenge Emerging Leaders for Food Security™ program.

Insight

Agriculture is a dynamic, innovative industry, and its careers take people all over the world. However, when most students think of a career in ag, their mind doesn’t go there. We needed to provide prospective students with a window to the excitement of careers in agriculture.

Idea

College students – our target audience – live online. We developed, designed and wrote the Global Food Challenge blog and website, creating a compelling portal for college students to learn about careers in ag and apply to be selected for the exclusive Emerging Leaders program, providing opportunities for global travel, a summer internship and mentorship.

Solution

The Global Food Challenge website and blog share the experiences of the emerging student leaders, professors and mentors who work diligently to support the program. The website’s mobile-optimized design targets potential applicants, as well as college professors, who help spread awareness of the program. Once at the site, visitors can follow and share the discoveries of emerging leaders, professors, mentors and others as they post updates on their journey to solve food insecurity, and learn how we can all play an important role in the solution to the global food crisis.

Results

The Global Food Challenge – Emerging Leaders for Food Security program has become a conduit for bright, socially conscious college students. The website garnered a 54 percent increase in users and a 22 percent increase in page views compared to the year before. Each social media channel increased engagement by receiving new followers and likes directly from target audiences.


Awards

Best of NAMA, Award of Merit

Barnes & Noble College

Challenge

Mounting challenges to improve student outcomes, retention and graduation rates are driving colleges and universities to reshape their social and academic experience. As a key campus partner, Barnes & Noble College (BNC) partnered with Padilla to refine its positioning as more than a retailer, but a complete support system meeting students’ financial, academic and social needs.

Insight

Using quantitative and qualitative research, our collective teams explored the priorities of campus bookstore decision-makers and students to gain key insights that aligned with BNC’s innovative solutions and value within the industry. The results showed a clear path: highlight the company’s innovative services that enhance the teaching and learning experience and its game-changing solutions that drive student recruitment, retention and financial rewards for its partners.

Idea

BNC and Padilla launched a multiyear marketing campaign to target and persuade more campus administrators to partner with BNC, as well as deepen relationships with key constituents. The concept “Together We” came to fruition to emphasize the importance of uniting stakeholders across campus around common goals to drive student success.

Solution

Padilla refreshed BNC’s brand positioning and messaging to reflect how it enhances success for campus partners, students and faculty. With a new graphic identity and messaging platform, Padilla was able to showcase BNC’s deep experience and unmatched understanding of student trends and expectations with campus partners and prospects, industry experts and relevant media. The “Together We” campaign demonstrated that BNC is more than just a bookstore operator – they are a trusted and valued business partner, transcending the role of the traditional campus store by delivering an unmatched retail and learning experience.

Results

The campaign exceeded all objectives, including opening 39 new stores in fiscal year 2016. Messaging was shared across top-tier media, including Money, USA Today and The Huffington Post, and key education and marketing trades. And a survey showed that 73 percent of students said BNC performs somewhat or much better than their previous bookstore operator.

Virginia Lottery

Challenge

Every penny in profits from the Virginia Lottery goes to support the state’s public schools. In 2015 alone, proceeds from lottery ticket sales accounted for 8 percent of the state’s education budget. However, per benchmark surveys, more than 40 percent of Virginians weren’t aware of the benefits school children reap from the Lottery. Looking for a surge in mindshare, Virginia Lottery officials turned to Padilla.

Insight

Awareness about the Lottery’s classroom contributions remained stagnant for years, emphasizing the importance of finding the right channels to move the needle. While analyzing the Lottery’s annual benchmark study to understand where and how residents learn about its education message, we discovered the “traditional” channels of word-of-mouth and broadcast media to be the most effective.

Idea

It was time to elevate teacher appreciation to a new interpersonal level. It was time to “Thank a Teacher.” We developed an intensive, eight-week campaign, launched with active vocal support from key influencers, from the governor to the Virginia Parent Teacher Association (PTA), with a statewide call to action.

Solution

The Thank a Teacher initiative encouraged the public to show support for public school teachers by sending them Virginia Lottery-branded thank-you notes during National Teacher Appreciation Week. Local PTAs and retailers were invited to order hard copy thank-you notes from the Lottery, and a campaign microsite also offered electronic submissions. Qualifying teachers who received a note could register a unique code on the microsite to enter a grand prize drawing for a Virginia-themed vacation.

We engaged stakeholders in government and education, as well as all Lottery departments, to go the extra mile to extend the campaign’s reach.

Results

Following Thank a Teacher, the Virginia Lottery recorded the highest-ever awareness level for its public education mission – 63 percent. Virginians sent more than 31,500 thank-you notes to deserving educators around the state.

Awards

  • 2 National PRSA Silver Anvil Awards

BASF 4

Challenge

Weeds are often considered public enemy number one for farmers, so why would a company with its roots in pesticides encourage growers to plant milkweed – an invasive weed species – on their farms? The answer is the monarch butterfly, an iconic species that depends on milkweed for sheer survival. With monarch populations in decline, and farmers facing increasing scrutiny around farming practices, BASF developed a program designed to educate farmers on how they could make a difference for a critical environmental issue.

Insight

With millions of acres of farmland lining monarch migration paths, farmers own some key real estate for milkweed habitat. Other similar preservation efforts focused largely on research, leaving farmers and their role as potential game-changers on the sidelines. Padilla knew that activating this large but important group would be critical for establishing new monarch habitat – but it wouldn’t be easy. After all, most farmers had spent their entire careers trying to keep milkweed out of their fields. Altering the anti-milkweed mindset of these farmers would require direct engagement, and a clear and compelling call to action.

Idea

Living Acres became a bridge to farmers to change their perception of milkweed, and ultimately drive toward its restoration. We provided them with a step-by-step understanding about how to establish milkweed, and best practices for locating milkweed plots so they would not pose a risk to commercial crops. Through PESO channels that included social media, paid and earned media, educational events and a dedicated section of the BASF website, Living Acres became a farmer’s guide on how milkweed can coexist with modern agriculture.

Solution

Resources were built from BASF in-house and outside partner research, educating farmers on milkweed misconceptions and how these resources can be economically established on their farms. To drive action, a #MonarchChallenge campaign was developed on Facebook, sending milkweed, gardening tools and tips to create monarch habitat to those who signed up.

Results

Living Acres well exceeded objectives, distributing more than 11,000 milkweed seedlings directly to farmers across the country. The #MonarchChallenge received 1,800+ commitments in its first six weeks, and monarch gardens were established at more than 20 facilities of BASF and industry partners.


Awards

  • North America Gold SABRE Award
  • National PRSA Bronze Anvil Award
  • Minnesota PRSA Classics – Industry Campaign of the Year, B2B

Rockwell-Automation-3

Challenge

Amid its Connected Enterprise marketing initiative – a program designed to create a compelling business case for its digital innovations – Rockwell Automation wasn’t receiving the level of anticipated interest the company had hoped for.

Insight

Research following the launch revealed that target audiences were confused about whether and how to build a Connected Enterprise. In response, the company asked Padilla to develop an integrated campaign with new, in-depth print and digital content to answer those “how to” questions and build interest for connecting today’s factory.

Idea

Education on the benefits of a Connected Enterprise was needed to answer some of these “how to’s” and “whether or not’s.” Padilla developed actionable content and messaging for engineers, operations and IT professionals. Content served to address concerns around connecting factory floors with IoT technology, and was distributed using owned and paid channels.

Solution

Educational content paired with a yearlong advertising campaign, including a branded microsite with IndustryWeek, largely increased the eyes on important Connected Enterprise webpages. A pay-per-click campaign used key content pieces as fulfillment, driving to optimized landing pages. The 2016 Automation Fair event, hosted by Rockwell Automation, served as a platform to discuss topics with important industry media, including how to secure, build and deliver value from a Connected Enterprise; how to train a workforce to achieve that goal; and the specific technologies available to leverage.

Results

Awareness of how to build a Connected Enterprise increased exponentially, as website content downloads increased by 93 percent over the previous year. Coverage volume grew by 70 percent over the previous year, subsequently moving Rockwell Automation’s share of voice into the top two among competitors.


Awards

  • National PRSA Silver Anvil Award of Excellence

Sweet Potatoes

Challenge

When Americans think of sweet potatoes, it seems their minds instantly go to the holidays. The same old sweet potato pie, candied “yams” or sweet potato casserole you’ve had for years. While delicious, these traditional dishes are packed with sugar and, let’s be honest, a little played out. Despite its nutritional value, consumers still don’t see sweet potatoes as the versatile vegetable that it is.

Insight

We caught a glimpse (and a taste) of a small blogger’s revolutionary idea to slice sweet potatoes and toast them as a bread replacement. Thus came an opportunity for the North Carolina Sweet Potato Commission (NCSPC) to help this idea go viral and create a movement around sweet potato toast – new, healthy and delicious. Move over avocado toast.

Idea

Padilla and the NCSPC developed a comprehensive strategy to reach consumers across the web, including Facebook, Instagram, Twitter and Pinterest. They partnered with popular food website Food52 to create new sweet potato toast topping ideas, and began implementing #SweetPotatoToast week across NCSPC’s social media websites.

Solution

Padilla and the NCSPC developed a comprehensive strategy to reach consumers across the web, including Facebook, Instagram, Twitter and Pinterest. They partnered with popular food website Food52 to create new sweet potato toast topping ideas, and began implementing #SweetPotatoToast week across NCSPC’s social media websites.

Results

#SweetPotatoToast garnered more than 60,000 impressions in one week, increasing total Instagram posts using #SweetPotatoToast by 2000 percent. NCSPC’s Instagram received a 30 percent increase in followers during the week. There was a significant increase in the use of #SweetPotatoes and/or #SweetPotatoToast, increasing tagged posts on social platforms by 85 percent.

Protolabs

Challenge

Protolabs believes that product designers and manufacturers should be able to quickly and easily develop prototypes and low-volume production runs using digital manufacturing in order to reduce risk and cost from the product development process. But with its niche design and engineering audience, Protolabs needed to amplify its visibility among existing and potential customers. The company also wanted to ramp up share of voice in national media and manufacturing trades to position itself as a leader in the quickly evolving segment of digital manufacturing.

Insight

A combination of insights from Protolabs’ leaders, primary research with current customers, and secondary market research helped us define new messaging around “the digital thread.” We used these insights to identify opportunities to insert Protolabs and rock star CEO Vicki Holt into conversations around digital manufacturing, how rapid prototyping impacts speed-to-market, innovations in product development, and the changing face of manufacturing and skilled employees.

Idea

To carry these messages out to Protolabs stakeholders and market influencers, Padilla developed an integrated media relations plan. The plan would elevate Vicki’s profile in the industry and among her peers, as well as boost visibility for the Protolabs brand. This combination could also boost the company’s status as a leader in the emerging digital manufacturing segment.

Solution

A combination of high-profile speaking engagements, industry awards and accolades, original contributed content – and an increased cadence of engagement with design and engineering trade media and national outlets such as the Wall Street Journal, The Associated Press, IndustryWeek and Forbes – helped Protolabs gain the visibility it needed.

Results

Protolabs continues to earn coverage in local, trade and national business media and has a dominant share of voice on digital manufacturing topics. Vicki is a sought-after speaker within the manufacturing, business development and women’s leadership segments. Media continue to cover the Protolabs story as the company expands, rolls out new services and promotes its Cool Idea! Award program.

Once squarely perceived as a brand within the category of “rapid prototyping” companies, Padilla’s work has shifted the perception of Protolabs to a leading digital manufacturing powerhouse that enables companies to accelerate innovation and move products to market faster.

xcel-energy

Challenge

Energy and environmental responsibility go hand in hand these days. Xcel Energy provides power and gas to more than 5 million customers in eight states. To share the story of the company’s extensive but under-reported environmental commitment, and to get ahead of a proposed clean-power plan from the EPA, Xcel called Padilla to create a plan and kick it into action.

Solution

Padilla assisted Xcel with announcing its 10th anniversary corporate responsibility report – a report that didn’t just meet the EPA’s proposal, but exceeded it.

The announcement detailed 10 years of Xcel’s clean energy practices, and outlined future goals of further reducing carbon dioxide emissions by 31 percent by 2020. In addition, Xcel will boost renewable resources to 27 percent of the company’s energy mix while cutting nitrogen oxide and sulfur dioxide emissions by more than 60 percent by 2020.

Results

In less than three weeks following the announcement, message-rich stories appeared in more than 60 targeted regional and national print and broadcast media outlets, including Bloomberg, The New York Times and CBS News, with a reach of more than 129 million readers.

Wilsonart

Challenge

In 2014, Wilsonart, the world’s leading manufacturer of decorative engineered surfaces, decided to enter the red hot quartz category. Quartz had eclipsed marble and granite as the luxury countertop surface-of-choice by affluent consumers. While the opportunity was enormous, there were significant challenges; chief among them was Wilsonart’s strong association with laminate, Wilsonart laid out an ambitious plan for launch at the 2015 Kitchen & Bath Industry Show. Padilla had three months to launch a comprehensive consumer engagement and media relations program. We had almost  no samples, limited distribution at launch and no collateral.

Insight

An audit of Wilsonart’s quartz competitors revealed they had strong relationships and marketing programs with celebrities and the design community. We knew we needed to look elsewhere to create a distinctive platform Wilsonart could own. One cohort, affluent “Culinary Prosumers,” had not been tapped. Data confirmed that these product and brand advocates live in their kitchen and are highly receptive to quartz messages.

Idea

Identify a number of high-visibility consumer events that appealed to culinary prosumers, dealers and the media. Our limited samples could travel to events nationwide so we could showcase the new Wilsonart quartz to thousands. Additionally, Wilsonart’s sales team could personally introduce quarts to key K&B dealers who attended the event.

Solution

We partnered with Cochon 555, a one-of-a-kind culinary competition and tasting event that tours the country and appeals to both affluent consumers and culinary professionals. Each of the 20 events attracts 250 consumers and approximately 300 influentials, including media, restaurant partners, notable influencers and promoters. We showcased quartz creating a “Petit Format Tasting Bar” outfitted with our quartz; partnered with Williams-Sonoma on a nationwide sweepstakes and used events to introduce Wilsonart’s sales force to local kitchen and bath shop owners. We were center stage the LA All-Star Chefs Classic, a four-day culinary experiences attracting 10,000 consumers and media

Results

The Wilsonart Quartz introduction was hugely successful. We measured our success by increased brand awareness, credibility and product exposure through integration into 20 culinary event with more than 250,000 total attendees and three times as many email recipients. We expanded brand visibility through first-time distribution in 2,500 new kitchen and bath dealers across the country which helped to achieve Wilsonart’s sales goals for year one. We reached 29,127 consumers via the Williams-Sonoma sweepstakes. Finally, we amplified media attention for the material through 2,692 media placements and 257,288,850 media impressions in top broadcast, print and online outlets.

 

Whitebox

Challenge

Whitebox Advisors, a multibillion dollar asset management firm, had long-term success in hedge funds. When they planned to introduce and launch their first mutual fund, they hired Padilla.

Insight

The Padilla team started by conducting interviews with senior leadership and portfolio managers to gain insight into their philosophy of asset classes and security selection, and what differentiated Whitebox from their competitors.

Idea

Padilla began by translating complex investment strategies and a unique brand into messages and design that would resonate with a range of investors.

Solution

Padilla developed a strategic brand identity and messaging platform that were executed with a new website and a full range of collateral, including brochures, trade show graphics and stationery.

Virtual Hold Technology

Challenge

Virtual Hold (VHT) creates “customer happiness” technology. Its software gives companies the power to automate return phone calls to customers that need service or support – eliminating the dreaded “waiting on hold” experience. As a niche technology working in vertical contact center segments, VHT needed to boost awareness with the right buyers.

Insight

To gain the attention of buyers in one key segment, VHT identified its top 40 prospects and we analyzed the personas of the buyers. We crafted a strategy to connect directly with these prospects with an engaging, interruptive mailer and complementary digital assets.

Idea

Padilla began by developing a mailer concept that would appeal to contact center managers who are tasked with creating a better customer experience every day. Because their goal is eliminating frustration and roadblocks during the customer service journey, our concept would tie to the theme a “Customer Experience Survival Guide.” This fun mailer would provide a road map for reducing customer frustration, and small, quirky gift items to grab the recipient’s attention.

Solution

The campaign was launched with the physical mailer that held a printed Customer Experience Survival Guide booklet and survival gear emblazoned with the VHT logo. The mailer encouraged recipients to visit a digital landing page for additional resources which also helped the campaign gather leads. Padilla supported the campaign by placing complementary editorial coverage in media outlets that echoed the educational language of the Survival Guide. After the mailers were distributed, VHT leveraged its sales team to reach out directly to prospects to determine interest in meetings and demos.

Results

With both physical and digital touchpoints and targeted messaging, VHT was able to gain the attention of top prospects, make meaningful connections and promote the VHT brand. As part of a larger lead generation campaign, this program was successful in setting the foundation for the sales team to create meaningful connection and move customers through the sales pipeline.

Verify Brand

Challenge

Breaking into a new vertical market can be challenging. Verify Brand needed to establish its brand as a leader in the pharmaceutical segment in order to grow its business and leverage the company’s software platform in a new market.

Insight

Through research and a review of marketplace dynamics, we concluded that the more differentiating messages for Verify Brand would focus on compliance, speed-to-deploy and business value.

Solution

Padilla got to work developing marketing and news media strategies to leverage Verify Brand’s cross-industry serialization experience in this new vertical segment.

An integrated campaign with an emphasis on shareable premium content and third-party influence via targeted news media, would provide a high level of visibility for Verify Brand. Combining organic and paid promotional activity, media relations and measurable content including a digital e-book, helped educate, increase awareness and drive interest in the brand.

Results

Our premium content was shared on the company’s owned social and digital channels, as well as promoted through a vertical media partner. These activities generated more than 100 sales leads within the company’s preferred prospect list. Monthly stories in top-tier pharmaceutical publications carried messages to even more prospects. The campaign doubled traffic to the company’s website within three days of launch. Subsequent news coverage began positioning Verify Brand as one of two leading industry serialization providers.

University of Virginia

Challenge

Preparing to launch an aspirational $30 million capital campaign, the University of Virginia’s Athletics Department turned to Padilla to develop a new brand identity and marketing strategy that would stand out in the crowd.

Insight

Padilla knew that generating excitement for UVA teams would be the easy part. But inspiring donors to dig deep would require crystallizing the need for donations in a competitive charitable landscape.

Idea

Through research, Padilla and UVA concluded that a new name would be needed for the athletics department’s fundraising arm. Virginia Athletics Foundation was developed, as well as a new logo for the organization.

Solution

Padilla executed direct mail and viral campaigns, as well as a special digital launch video played to 60,000 cheering fans on the opening day of the fall football season.

Results

The Virginia Athletics Foundation met its goal of $30 million, the largest-ever capital campaign for athletics, with months to spare – a precursor to a subsequent, successful $50 million capital campaign effort.

U.S. Highbush Blueberry Council

Challenge

Who loves fresh blueberries? The answer is everybody. But who loves frozen blueberries? That response is not quite as enthusiastic. In spite of the industry’s even-handed promotion of fresh and frozen berries, the supply of frozen berries continues to grow at a rapid clip. To ensure profitability for this side of the business, the U.S. Highbush Blueberry Council (USHBC) tapped Padilla to expand consumer demand for frozen blueberries.

Insight

We knew that moving excess blueberries out of cold storage and into shopping carts would require the USHBC’s first-ever, frozen-only campaign. “Goodness Frozen” was squarely aimed at health-conscious women who know blueberries pack a wholesome punch, but mistakenly believe frozen ones lack the nutritional benefits of fresh.

Idea

To put those misperceptions on ice, we made frozen blueberries the stars of the show in a fully integrated campaign. At the heart of the campaign were short, online videos that cast frozen blueberries as the sweet, healthy and convenient treats that can make any family meal special. The videos ran across a range of online platforms, including newly created GoodnessFrozen.com.

Solution

A supporting ensemble of traditional and online influencers –including longtime brand ambassador Alison Sweeney, registered dietitians and parenting bloggers – touted the delicious versatility of frozen blueberries and shared new recipes created just for the campaign.

Results

“Goodness Frozen” exceeded all objectives, driving a 7.3 percent increase in volume sales, and moving more blueberries out of cold storage than in previous years.


Awards

  • National PRSA Silver Anvil Award
  • National PRSA Silver Anvil Award of Excellence

Tyco Retail Solutions

Challenge

Through a combination of product development and acquisition, Tyco Retail Solutions has established itself as one of the most comprehensive providers of loss prevention, store performance and inventory visibility solutions in the retail industry.

Insight

Despite a broad portfolio, the company found it difficult to articulate its differentiated and integrated solution – one that would represent the true business value that Tyco brought to customers. This was compounded by the fact that marketing content was being developed across the company by a range of departments and teams with no single reference point for consistency and efficiency.

Idea

Using our Engaging for Action™ strategic planning methodology, Padilla helped Tyco develop a comprehensive messaging and positioning playbook that presented all of the company’s offerings under a common solutions architecture.

Solution

The playbook provides guidance for the company’s buyer personas and clarifies the value derived from each of the company’s product lines. From there, Padilla helped develop foundational marketing communication content on the web and for capabilities brochures, print and online ads, product overviews and other sales tools.

Results

Driving to a customer-centric positioning platform has helped Tyco develop more compelling marketing and sales content in a way that’s more efficient, consistent and focused on demonstrating the company’s unique value to the retail industry.

Tru by Hilton

Challenge

Tru by Hilton is Hilton Worldwide’s newest brand – a fresh, contemporary midscale hotel ready to compete in the crowded hotels market. In advance of Tru’s January 2016 launch, it engaged Padilla to help achieve aggressive development goals through an awareness-building campaign targeting current and potential hotel developers. In just over a year, it’s already transforming the industry’s midscale category.

Insight

To develop the new hotel concept, Hilton conducted market research and consumer testing. Findings pointed to a market gap in affordable, midscale hotels. Insights from Hilton hotel owners, its initial market, confirmed the need.

Idea

Hilton began developing a hotel prototype that would appeal to spirited and tech-savvy travelers, which could include a communal lobby with designated areas for lounging, working, eating or playing. The result: a unique experience unlike anything on the market. To realize the new concept, Hilton applied fresh thinking to hotel development, too. They offered lower upfront investment costs, easy maintenance, integrated operations and marketing support to attract new franchise owners.

Solution

Padilla created a LinkedIn company page for Tru by Hilton: an overlooked but powerful business platform, and an efficient way to amplify brand awareness in the hotel community. Our campaign – “Engineered by You” – told of the brand’s genesis in a relatable way and shared the experiences of current hotel owners. Tru by Hilton’s LinkedIn page went live in May 2016, and we began posting fresh content daily, from owner testimonials and hotel groundbreaking stories to guest tips and management insights.

Results

Since its launch, the Tru by Hilton LinkedIn company page drove more than 3,400 website visits and nearly 3,000 interactions, gained 1,025 followers, exceeding goal of 1,000 well before the end of 2016; and earned an average engagement rate of 1.8 percent against the industry average of .54 percent.

Transamerica

Challenge

With millions of baby boomers retiring every year, financial institutions are jockeying for a share of the nest egg business. So Transamerica entered a crowded field when it launched SecurePath℠, a subsidiary dedicated to helping people navigate both the financial and life transitions that come with retirement.

Insight

The market for retirement income advisors and advice is very crowded. Transamerica knew it needed a differentiated campaign to capture public attention for SecurePath.

Idea

The insurance giant turned to Padilla, which swiftly engineered a strategy that included a national study of consumer emotions, attitudes and intrinsic behavior related to retirement.

Solution

The survey yielded a few major revelations. Rather than feeling uncertain about the future, for instance, most baby boomers believe they can easily adapt to the lifestyle changes that accompany advancing age. But while boomers might be emotionally equipped to deal with retirement, the SecurePath-sponsored research provided a reality check on the financial front. These findings provided sought-after content for a number of boomer-focused media.

Results

The survey’s findings made headlines across the nation, including stories in SmartMoney Magazine, U.S. News & World Report, National Underwriter and The Christian Science Monitor. The survey garnered 40 million media impressions for SecurePath, quickly establishing its expertise in the retirement income space.

Torax Medical

Challenge

Torax Medical is a medical technology company focused on minimally invasive treatments for digestive, incontinence and obesity disorders. The FDA had just granted approval for the LINX® Reflux Management System, the first minimally invasive device to treat chronic gastroesophageal reflux disease (GERD).

Insight

Studies demonstrating the benefits of LINX® were published in the New England Journal of Medicine, but Torax still needed a way to leverage those results and build awareness among referring physicians, implanting surgeons and potential patients.

Solution

Torax tapped Padilla to produce content to support the new product launch and develop a strategy to drive national news and trade media interest. The arsenal of action included a multimedia news release, product animation/images, B-roll footage of patient and physician testimonials, exam room posters, an online implanting center toolkit and traditional print advertising.

Results

Within one week of the launch, Padilla secured desk side meetings with The Wall Street Journal, International Business Times and Modern Healthcare. We also generated an Associated Press story, as well as trade publication coverage resulting in more than 270 message-rich news stories reaching a target audience of more than 275 million.

The Federation of Quebec Maple Syrup Producers

Challenge

To the chagrin of Canadian maple syrup producers, Americans have traditionally considered the sweet liquid more of a topping than an ingredient. Maple syrup consumption in the United States was declining along with Americans’ appetites for carb-heavy waffles and pancakes. Research showed Americans weren’t aware of the many uses of pure maple syrup as a natural sweetener or ingredient.

Insight

The Federation of Quebec Maple Syrup Producers (Pure Canada Maple) – the world’s largest maple syrup producer – wanted to educate Americans about the versatility of this natural sweetener beyond breakfast and increase awareness of maple made in Canada.

Idea

Pure Canada Maple turned to Padilla to create a program centered around National Maple Syrup Day, a special day of events and observances. On behalf of the Federation, Padilla partnered with Snowday – the maple-themed, NYC-based food truck – to create five new recipes showcasing the versatility of maple syrup. Those included maple grilled cheese, maple-bacon popcorn and maple-smoked pork sliders.

Solution

On National Maple Syrup Day, the food truck handed out free maple treats in NYC’s trendy Flatiron District. Two dozen editors received a maple-themed mailing one week prior to the food holiday, inviting them to the free sampling event. Included in the mailer was a (still warm) batch of maple-bacon popcorn. A Pinterest contest invited consumers to share their favorite of five Snowday maple recipes for a chance to win $1,000. Additionally, four Pinterest influencers were engaged to promote the product with a campaign created hashtag: #ILoveMaple. They sent updates on the food truck’s location exclusively via Twitter. Facebook and Google Ad Words initiatives also went into effect.

Results

The program exceeded all goals, with 100 percent of earned media coverage including key message points. More than 34 million impressions were secured in 11 target outlets, including the New York Daily News, Thrillist, Food & Wine, Time Out New York and amNewYork. The program drew more than 16,000 visitors to the website, with a 34 percent increase in traffic to the recipe section. During the contest period, recipes reached more than 14 million Pinterest users, and Pure Canada Maple saw a 67 percent increase in Pinterest followers.

Sweet Potato Commission

Challenge

Sweet potatoes have long been a special treat dotting our holiday tables. Everyone has his or her own special recipe. Yet, in the early 2000s overall consumption began leveling off. In response, the North Carolina Sweet Potato Commission (NCSP) asked Padilla to help break this trend and create a year-round demand for sweet potatoes, while reaching millennials through digital channels.

Insight

We knew that the key to increased consumption for this old favorite was to reach newer audiences. Gaining acceptance among millennials would require a digital strategy, which had never been attempted by the NCSP.

Solution

We began with extensive research and completely re-engineered NCSP’s website experience from the bottom up. New architecture, SEO, fresh content and an inviting design helped to bring in a wave of new visitors. To complement the site, we launched a full social media and blogger relations campaign to educate and drive awareness of this tasty tater. Facebook, Twitter, Pinterest, Instagram and YouTube were all utilized to deliver new and innovative sweet potato recipes to younger, more food-savvy audiences. The “SweetBytes” blog was also added to the website to provide owned content and update members to the tune of a 487 percent increase in web traffic in the first year.

Results

Site traffic, Google search and social media numbers all shattered campaign goals – some by as much as 480 percent. For these growers, what really matters is consumption. We delivered on that, too. In just two years, per capita sweet potato consumption soared more than 35 percent. It reached an all-time high of 7½ pounds in 2014 – a 60 percent increase over five years.

RTI Surgical

Challenge

RTI Surgical is a leading provider of biologic, metal and synthetic implants for spine, sports and orthopedic markets. When the company decided to offer a cutting edge cellular allogeneic bone graft, the question was clear: how do you educate surgeons and promote the benefits of a new category of bone graft?

Insight

Padilla got right to work on the answer. Through meetings with product marketing, Padilla identified existing challenges in the marketplace and core attributes of the offerings.

Idea

As we developed verbal messaging and visual design concepts we wanted to go directly to the decision-makers for feedback and preferences. We knew reaching spine surgeons was challenging and in-person focus groups were impossible. Instead we decided to go digital and create a virtual focus group that would give us “face” time with decision makers wherever they were working.

Solution

Our panel of distinguished spine surgeons gathered for an online, interactive focus group to share their insights and preferences on the messaging and visual concepts for print ads, digital landing pages and product packaging. This instant feedback and the resulting discussions helped hone in on the ideal messages and visuals that would best resonate with our targeted spine surgeons. Using this feedback we finalized design concepts and laid out a portfolio of materials to support the launch.

Results

The final brand identity was developed and executed for packaging; fact sheets were created; and a microsite, print ads, trade show booth panels and other materials were also produced. Padilla then applied the design across materials for internal informational kickoff meetings. The launch continued with full-scale print, digital, event and publicity activities. The campaign was a success with positive feedback from both internal stakeholders and surgeons. The quality of the materials and the language used resonated with decision makers and helped RTI Surgical successfully kick off product distribution.

Rockwell Automation-2

Challenge

While the word “jobs” will forever be thrown out as an economic barometer, the fact is two million U.S. manufacturing jobs are expected to go unfilled in the next 10 years because there won’t be enough skilled workers to fill them. This challenge is not unique to America. Industrial companies worldwide are struggling to keep positions filled because fewer young people want these jobs, and the work is becoming more complex.

Insight

Perhaps no company is better suited to tackle the industrial skills gap than Rockwell Automation. As the world’s largest company dedicated to automation, Rockwell Automation has 110-plus years of experience helping industrial companies be more efficient and use technology to innovate through hard times.

Idea

Rockwell Automation wanted to provide guidance that companies could use to solve their most pressing workforce challenges. To do so, the company partnered with Padilla to craft a white paper on the skills gap and promote it as a resource to industry.

Solution

Backed by comprehensive research, the white paper was promoted across paid, earned, shared and owned channels, including key media placements, byline articles, a press release defining Rockwell Automation’s strategy, interviews, and a high profile speaking engagement at ASSE Safety conference. Custom graphics and social media posts on Facebook, LinkedIn and Twitter helped spread their position to followers. All content drove readers to the workforce web page on the Rockwell Automation website.

Results

The paper was perhaps the company’s most cohesive thought-leadership piece to date, spanning multiple business units and industries. More importantly, this key communication piece addressing a major pain point for industrial companies has been downloaded hundreds of times and reached more than 842,000 readers via key trade media.


Awards

  • Global IABC Gold Quill Award

Rockwell Automation

Challenge

Engineers are creators. Their curiosity and critical-thinking skills are the source of products large and small – from the latest Oreo cookie flavor to the newest Ford Escape. So it’s no surprise that, when buying manufacturing technology, the average engineer is more than halfway through the purchasing process before even engaging a supplier. This concerns industrial suppliers like Rockwell Automation, who must break through earlier in the traditional sales process to move its products.

Insight

This trend was only bound to increase as a younger and more digital-savvy generation of engineers enters the manufacturing workforce.

Idea

To reach these elusive buyers earlier in the process in ways that would resonate with younger buyers, Rockwell Automation partnered with Padilla to develop a social media campaign focused on driving awareness and early interest.

Solution

Padilla worked with Rockwell Automation to execute, measure and optimize a program designed to reach and engage with the client’s key audiences. A continuous cadence of content was customized for each social channel using a consistent voice, strong call-to-action and engaging graphics. Monthly measurement reports allowed us to optimize content based on audience engagement and share best practices with global content developers. By identifying trending topics, such as Manufacturing Day and the “Mannequin Challenge,” we developed fun, shareable content that highlighted Rockwell Automation’s brand and culture. Additionally, we developed and executed 12 paid campaigns on Facebook, Twitter and LinkedIn to support key campaigns.

Results

The campaign enabled Rockwell Automation to increase incoming traffic to the company’s website via social media by more than 500 percent, far surpassing an already aggressive goal. The company’s followers on social media jumped by an average of 25 percent, and engagement rose an average of almost 20 percent.

Rioja

Challenge

Wine has a way of romancing our senses like nothing else on the planet. And few on the planet can match the intimate wine experience and passion like the winemakers from the Rioja region of Spain. Yet North Americans don’t hold Spain in the same high regard they hold Italy, France or California when it comes to wine. In 2005, the Consejo Regulador DOCa Rioja – the region’s wine trade association – enlisted the beverage marketing expertise of Padilla to change that.

Insight

Research drove the decision to connect traditional wines with the lifestyles of a new generation of wine drinker – individuals who might be open to trying new brands from new regions.

Solution

In the decade that followed, Padilla created and executed an integrated campaign to help share the Rioja story and drive demand. Highly visible events included, among other strategies, tasting parties and news media tours with the top wine writers in major markets.

Our messages were reinforced through more than 1,200 promotional activations leading to more than 100 new accounts in 30 states. A robust social media component did its part by gathering likes, favorites and shares at breakneck speeds.

Results

In the oversaturated wine marketplace, Rioja began rising above the rest, particularly among our key targets of Generation Y and millennials. These demographics resonated with the vibrancy and the consistent quality that are the calling cards of Wines from Rioja. We have successfully achieved critical acclaim from some of the industry’s top news media while building long-lasting relationships with buyers, sommeliers and bartenders. These efforts saw sales of Rioja soar by 45 percent. Our award-winning work drove a yearly increase in Rioja sales in the U.S. that was more than double the imported wine industry average.

Reynolds Community College

Challenge

It was time for Virginia-based Reynolds Community College to investigate current market perception of its brand, potentially leading to a brand-building initiative. Reynolds chose Padilla as a partner in this important work.

Solution

We began by conducting extensive qualitative research with leadership, faculty, students, alumni and the local business community. The research led to a brand refresh and new positioning built on the career preparation strengths of the college: “Where Outstanding Careers Get Started.” The brand position is adaptable, easily configured to highlight a number of outstanding career programs at Reynolds — “Where Outstanding Nurses Get Started” and “Where Outstanding Chefs Get Started,” along with “Entrepreneurs,” “Accountants,” “Welders” and more.

Results

The brand’s adaptability was widely applauded by the college and warmly welcomed by the faculty and staff. It is anchoring an ongoing, integrated campaign that the college is currently rolling out.

Pentair

Challenge

When water and equipment protection leader Pentair acquired ERICO, it didn’t acquire one strong brand – it acquired four. Pentair needed to bring these legacy brands into its own family of market-leading brands – in just nine weeks. It included auditing 4,995 pages of print collateral, 272 trade show assets, 3½ hours of video, hundreds of packaging layouts, 200 various signs, 50 product molds/dies, hundreds of engineering diagrams, and IDs and uniforms for 1,200 employees.

Solution

Padilla quickly established work streams for print, video, Web, trade show graphics, signage and employee assets. Since brand guidelines were established for the acquired brands before setting the work-stream teams into motion, we were able to rapidly deploy a content management system for file-sharing and project-status reporting.

Results

The Padilla team rebranded 835 pieces of literature, 72 videos, several website landing pages, banner ad templates, artwork for letterhead and business forms, company IDs and uniforms, signage and posters for internal displays, and product cartons and shipping boxes. Padilla also concepted and created new marketing materials to promote the newly combined brands to important growth industries. The bottom line: a happy client and a (mammoth) job well done.

Partnership for Drug-Free Kids

Challenge

One in six teens has used a prescription drug – when a doctor had not prescribed it for them – in order to get high or change their mood. To combat this frightening statistic, nonprofit organization The Partnership For Drug-Free Kids planned a new campaign focused on teen medicine abuse.

Idea

Padilla was enlisted to help elevate the issue through a multiyear effort. As we delved into the topic, it became clear that this was an under-reported story that demanded a strong wake-up call to the reporters we knew could help influence a turnaround.

Solution

Padilla created a strategy to generate conversation among influencers that increased awareness and encouraged people to take action. The Medicine Abuse Project launched a one-week media blitz beginning with the release of new, proprietary research. To improve awareness and use of the report, we created an infographic that made the report more easily consumed and shareable. The week continued with virtual and brick-and-mortar events including a live webinar with A&E Television, an art installation at Grand Central Terminal, and the ringing of the Closing Bell at the New York Stock Exchange. The week culminated with a Drug Enforcement Administration-facilitated National Prescription Drug Take-Back Day.

Results

The campaign helped drive more than 8,500 people to take the online pledge to stop teen medicine abuse. The Medicine Abuse Project then evolved from focusing on engaging teen influencers to also reaching out directly to teens. A partnership with GenArt linked a budding teen filmmaker with the producer of A&E Television’s “Intervention” to produce a documentary on the issue of teen substance abuse, which was screened as the opening film of GenArt’s 18th Annual Film Festival.

Through news and social media the campaign has generated more than 250 million message-rich impressions on our target audiences, including USA Today, CNN.com, DoctorOz.com, Huffington Post, Entertainment Tonight, Access Hollywood Live and More.com, as well as regional print and broadcast news media coverage. Social influencers who posted about The Medicine Abuse Project included Dr. Oz, Larry King, LIVESTRONG, Maria Shriver, The Justice Department and media personality Andrew Zimmern.

Niagara Conservation

Challenge

There is a national water crisis and California in particular has extreme drought conditions. The average toilet wastes 3-5 gallons of water with every flush. Niagara Conservation developed the most water efficient toilet in the world to drastically change that statistic. With a limited budget, this newcomer to the consumer market asked Padilla to get news of the new Stealth® Toilet out and initiate sales.

Insight

What happens in the bathroom is no one else’s business. But harsh times call for harsh measures, and it was time the dirty secret behind our bathroom doors was discussed; the toilet.

Idea

Drought statistics are frightening. You just have to gasp and ask WTF – What The Flush? To help launch the world’s most efficient toilet, we knew we had to take an unconventional approach to drive the issue – and the solution – home.

Solution

#WhatTheFlush used the devastating truths and good old bathroom humor to tout the water-conserving advantages of the Stealth® Toilet. We partnered with funny lady Jenni Pulos, known for Bravo’s hit series “Flipping Out” and “Interior Therapy,” to star in a humorous video and participate in earned media opportunities. We ran disruptive billboards and other out-of-home advertisements in California markets and created a campaign microsite to drive purchase of the Stealth Toilet on HomeDepot.com.

Results

Immediately following the #WhatTheFlush campaign launch, both brick and mortar and online sales far exceeded goals with an increase of 67 percent. In just six months, more than 48,000 visitors hit WhatTheFlush.com with an astounding 6:35 average time spent on the site and 2,141 clicks to “buy now.” But Niagara sees a more powerful purpose for their toilets. Our efforts in just the first six months will help save up to 766,340,000 gallons of water annually in the United States.


 Awards

  • North America Innovation & Insights SABRE (In2SABRE) Award
  • North America Gold SABRE Award
  • National PRSA Silver Anvil Award
  • 2 PRWeek U.S. Honorable Mention Awards
  • 2 Global Bronze Telly Awards
  • New York PRSA Best of the Best Award
  • Minnesota PRSA Best In Show Award

Mosaic

Challenge

The Mosaic Company is the world’s largest supplier of phosphate and potash crop nutrients, and is an S&P 500 Index member.

Idea

In 2009, Mosaic turned to Padilla to concept a thought-leadership platform on an issue critical to its mission: helping the world grow enough food for an ever-expanding population.

Solution

From there, an expansive relationship grew. Padilla has supported Mosaic’s corporate communication and investor relations programs on an integrated basis, involving several Padilla specialties.

Mosaic relied on Padilla for corporate messaging, transaction communication support, annual shareholder reporting, corporate social responsibility reporting and crisis-management training expertise, taking the program to key operations in North and South America and India. Padilla has trained Mosaic facilities staff on best practices throughout the lifecycle of a crisis event and conducted Mosaic’s first-ever social media crisis simulation exercise.

Longwood University

Challenge

Longwood University faced the need to revitalize and update its brand following a recently concluded, eight-year enrollment management campaign. Longwood’s leaders called upon Padilla for a research-driven brand refresh.

Solution

We created an integrated campaign, “Discover the Power in You,” that included television, radio and digital advertising in key markets during optimal recruiting periods. Padilla also reinvigorated digital and print communication with new design and messaging that reflected the brand, and word-of-mouth programs that were initiated on campus and across social media platforms.

Results

The brand campaign produced immediate results for Longwood University, including a 20 percent overall increase in applications for admission. Additionally, the university experienced increases in visitor traffic to campus, as well as a record number of new student enrollments while maintaining high academic standards.

Jim Beam

Challenge

Jim Beam has been pourin’ good times seemingly since the dawn of bourbon. When it came time to introduce Red Stag, a bold new bourbon blended with natural black cherry flavor, it needed a trusted partner to help generate demand and drive sales. After all, Red Stag would be the first Jim Beam product launch in more than a decade. And it had its critics.

Idea

Fortunately, we know a thing or two about throwing a party. Padilla went all out. We executed an energetic, high-profile campaign that put Red Stag in the hands of influencers and turned critics into converts.

Solution

To push product trial, we engineered three levels of tastings. First we made exclusive product delivery to top spirits writers. Next, we set out on a mobile bar tour in 10 of New York City’s most prominent news media outlets. We capped it off by incorporating Beam mixologist Bobby G to develop signature Red Stag cocktails for each of the top-20 Jim Beam markets. The launch was all supported by a 25-city summer tour with none other than Kid Rock – the spirit and soul of Red Stag, personified.

Results

Our launch helped Red Stag shatter its first-year sales goal in just the first six weeks of the launch. Within four months, more than 32 thousand cases were sold resulting in orders to ship 60 thousand more. These numbers immediately launched Red Stag into the top-25 bourbons sold in the U.S., with results on par with the Jim Beam originals. On top of that, the media tours generated more than 500 message-rich stories across our 20 target markets, reaching an audience of more than 56 million.

Industrial IP Advantage

Challenge

Manufacturers need to harness real-time operational data so they can make faster and smarter business decisions. Yet a major obstacle stands in the way: the digital divide between decision makers on the factory floor and those on the enterprise side of the business. To overcome it, three major players in the industrial manufacturing space – Cisco, Panduit and Rockwell Automation – formed a coalition. They enlisted Padilla to implement a global, multichannel, thought leadership campaign that would help engineers and IT professionals bridge the digital divide.

Idea

Beginning with research to reveal the technical and cultural issues confronting industrial network convergence, we realized that an intense focus on a common objective – the success of the business – could overcome resistance and galvanize broad-based support for change.

Solution

Leveraging the research findings, Padilla helped launch a coalition called Industrial IP Advantage. The ground-up campaign involved branding, message development, content generation and marketing communication. Messaging focused on how manufacturers can build more successful businesses by deploying a secure, holistic, digital-communication fabric based on standard Ethernet and Internet Protocol (IP).

Results

The highly successful campaign involved developing a website in just six months, featuring more than 100 new content assets. With engaging infographics, videos, blogs and technical articles, the coalition exceeded its website traffic goals by 50 percent and its training course registrations by 200 percent – helping raise global consciousness about how manufacturers can bridge the digital divide in industrial operations.

Greater Houston Convention and Visitors Bureau

Challenge

H-Town, The Energy Capital of the World, Space City: Houston is known for many things, but the one that’s often overlooked is its out-of-this-world culinary scene. The challenge was finding a newsworthy way to highlight award-winning restaurants and generate media coverage as a result.

Insight

You can tell someone how great the Houston food scene is a million times over, but you have to see it, taste it and experience it to believe it.

Idea

In 2016, eight chefs and restaurants were nominated for prestigious James Beard Awards, underscoring the caliber of Houston culinary talent and giving us a ready-made showcase to unveil to food news media. We knew that our budget would stretch further if we organized a press trip for top-tier food freelancers and contributors rather than on-staff editors and reporters.

Solution

Working with freelancers and contributors was the best way to make connections within top-tier outlets, since they have more flexibility to accept press trips and write for multiple publications. We invited six top writers to travel  to Houston to immerse themselves in all that the city has to offer. Their resumes boasted stories in the NY Post, U.S News & World Report, AARP, Saveur, Forbes, Sherman’s Travel and more.

Results

Six journalists turned into 20 stories totaling more than 483 million message-rich impressions in USA Today, Forbes, Yahoo, MSN, U.S. News & World Report, Jetsetter, the NY Post and the Travel Channel. The press trip, and associated news media attention, set the stage for countless follow-up stories about Houston’s dining scene and chefs in other agenda-setting print, broadcast and digital outlets. But most importantly, Houston is finally becoming recognized as a leader in culinary excellence.

Girl Scouts of the USA

Challenge

What do you do when your number one educational program and fundraiser comes under attack by the same girls you are trying to support? That’s the challenge Girl Scouts of the USA faced when two teenage members called for a boycott of Girl Scout cookies because the most popular cookie, Thin Mints, contained palm oil. The production of palm oil has long been associated with the destruction of Malaysian forest land which is the home of the orangutan. With the support from global environmental groups, the girls hit the airways with an aggressive traditional and social media campaign that gained instant interest from national media.

Insight

Through extensive research with Girl Scout-licensed bakers and experts in the field, the Padilla team discovered that there were no alternatives to palm oil except for oils that would return trans fats to the product – which was declared an unacceptable alternative. We knew immediately that a strategy was needed to engage with the girls and their selected partners. We needed to help the Girl Scouts calm the call for a broad boycott while working through alternatives to palm oil.

Solution

To demonstrate a commitment to take the issue seriously, the Girl Scouts joined the Roundtable on Sustainable Palm Oil (RSPO), a trade group comprised of industry players, government officials, environmental groups and suppliers focused on developing a sustainable marketplace for palm oil. We connected the girls with other environmental groups working on the issue to help explain the complexities of the problem. After a careful analysis of the options, and steps Girl Scouts could take to address concerns, we implemented a program that included a commitment by Girl Scout bakers to use sustainably produced palm oil by 2015.

Results

Padilla’s efforts not only helped the Girl Scouts maintain a very positive relationship with the girls and their followers, but we silenced calls for a boycott of the cookies and quickly quieted media interest in the story.

GE

Challenge

GE is leading a new digital-industrial era – combining cutting-edge tech with industrial strength to revolutionize energy, health care, transportation and aviation. And yet, if you were to ask the average college student in 2014 what GE does, you would likely have heard just two things: light bulbs and washing machines.

Insight

To revive GE’s recruiting brand, Joe Smith, Padilla’s brand strategy team, conducted live sessions with interns around the world to understand why they work, and what working for GE meant to them. We examined where current recruiting efforts were falling short, then used these insights to design a brand positioning and recruiting experience that only GE could deliver.

Idea

A new employee value proposition, messaging architecture and experience strategy would lay the foundation for a recruiting brand that connected the enormity of what GE does with the very personal way it grows leaders to do it.

Results

After the rollout of the new recruiting brand, applications increased eight-fold. The following year, Fast Company profiled GE as one of the top four employer recruiting brands. The recruiting strategy even inspired a series of popular TV commercials, bringing GE’s message of meaningful work to home audiences everywhere.

Fuzion Analytics

Challenge

Fuzion Analytics’ sought to launch its long-term care insurance management software platform to a targeted group of U.S. insurance carriers. But, as a spin-off from another business, the company first needed to establish a brand identity and messaging, as well as all other materials the company would need to officially introduce itself at the industry’s most important trade show.

Insight

Armed with similar experience, the Padilla team knew that a polished and professional brand would be critical to establishing Fuzion’s credibility.

Solution

Padilla tackled a wide range of challenges including naming the company, creating a brand identity and messaging, developing marketing collateral, designing a website and trade show booth, and officially launching the company at an industry trade show. We also worked with key insurance media to publicize Fuzion’s debut.

Results

The result was a strong identity for the new company, clear messaging and meetings with participants from Fuzion’s targeted insurance companies to discuss future business partnerships. At the end of the day, the market accepted this up-and-comer, and Fuzion is pursuing solid opportunities to build its business.

Direct Source

Challenge

Direct Source has a 20+-year history of providing tier-one retailers across North America with integrated in-store technologies to support business operations.

Insight

They focus on improvements to payments, mobility, security, digital tools and the overall customer experience to help retailers extend the “digital experience” to the store environment.

Idea

For the past 10 years, Direct Source has relied on Padilla to run the company’s turnkey communication program, including branding, messaging, media relations, content development, event support, advertising, paid promotions, sales and channel support, direct mail and social media.

Solution

To help elevate the Direct Source story, Padilla refined messaging; developed new digital sales collateral, including an interactive touch-screen PDF and a quarterly e-newsletter; designed and launched an entirely new, responsive website; and developed a 90-second animated promotional video for use at the NRF Big Show. Digital assets focused on the new brand message of bringing the digital experience in-store with innovative, cutting-edge technology.

Results

With the launch of the new refined messaging and responsive website, page views increased by 42 percent and traffic by 30 percent.

Crisis-prince

Challenge

The world was stunned by the sudden passing of musical superstar Prince. The news of his death made global headlines for several days. Complicating this situation was the fact that he left no will to provide direction for his estate. Would-be-heirs came out of the woodwork, while Prince’s recognized family members and business associates all had their opinion on how our client should manage the estate. Our court appointed client asked Padilla to help manage the media onslaught so its experts could focus on how to manage the estate.

Insight

The Padilla team immediately recognized that our client, despite the high public profile, should treat this case like any other estate matter. Maintaining business expertise and effectiveness during a crisis/media circus is critically important because one day the headlines will fade and longstanding customers will want the organization to function as it has historically.

Idea

If communication was handled correctly, this high-profile case would give the organization a stellar  opportunity to maintain its reputation as a business of the highest integrity, even as other parties involved were trying to make headlines.

Solution

The Padilla team and our client played “quarterback,” managing more than a dozen legal, promotional, entertainment and business advisers. We helped our client stay out of the circus by communicating only what needed to be communicated and not responding to speculation, sensationalism or controversy. Our team created clean, simple messaging and prepared our client’s spokesperson to handle media from around the globe. We kept a tight watch on the situation through extensive social and traditional media monitoring.

Results

Padilla’s efforts helped the client navigate an ocean of issues without becoming the center of the controversy. While other organizations have been criticized for how they conducted themselves, our client emerged as a highly respectful financial institution, capable of handling the high profile and complicated cases.

Crisis-5

Challenge

A specialty dairy foods producer was targeted after the CDC/FDA linked a multi-state outbreak of listeria to one of its soft cheeses in the absence of product sampling. The producer turned to Padilla to help them with crisis response and strategy.

Insight

The Padilla team knew that, due to recent well-publicized similar issues facing other food products, the client needed to work especially diligently to maintain customer and consumer confidence – despite the negative news coming from traditional and social media outlets — and rebuild trust with unprecedented  transparency.

Idea

The client went above and beyond to protect public health via its voluntary recall of all cheeses from the implicated facility and the suspension of its operations, despite the fact that testing did not detect the pathogen in any of its cheese.

Solution

Once operations resumed, business-as-usual returned quickly as a result of the appreciation we helped foster among customers for the client’s plant-level improvements, and the goodwill engendered throughout recall by the hands-on approach taken by company owners and sales force.

Results

The strategy worked. The client was able to quickly recapture sales and trust.  The Padilla team gauged customer and consumer response in real-time through intensive news and social media monitoring. No questions were raised about the safety or quality of the cultured products, which helped rebuild trust in our client’s reputation. In addition, demand was strong when operations resumed.

Crisis-4

Challenge

When a health care client received a call from ABC’s “Prime Time Live” about a lawsuit – a patient claiming she had received poor medical advice about breastfeeding from medical staff resulting in severe mental damage for her son – they tapped Padilla to help them manage the crisis communication response and shield their brand.

Idea

But during the research and preparation process, Padilla was able to raise doubt in the mind of the “Prime Time Live” producer about the story.

Solution

Medical records that the patient refused to divulge  would prove that the organization’s medical advice was correct, and that the patient was not telling “Prime Time Live” the whole story. Transparency was the key and we wanted the producer to know all the facts.

Results

The story aired on “Prime Time Live” with the same patient but a much different story angle. The healthcare organization (our client) was not even mentioned in the report. The situation highlights the power of relationship building and working with broadcast news producers to get the accurate facts.

Crisis-listeria

Challenge

Padilla was called in to help a large family-farming business address a serious listeria outbreak in apples that had claimed three lives. The client had no crisis plan or materials in place and was about to be publicly identified as the culprit by the FDA.

Insight

For the business to recover, the Padilla team knew that only the most immediate action would manage the developing story, the messages around it and consumer, distributor and FDA concerns.

Idea

We quickly began employing our traditional and social media monitoring services, and we worked closely with the client, their legal team and the FDA to develop a media strategy. Within hours, we had an approved a message platform that included standby media statements, news releases and social posts.

Solution

As the FDA’s investigation continued, we helped the client manage customer communication and requests from news media outlets for regular updates on the case. Padilla also created an online platform that enabled distributors and consumers to file claims in the case, which provided the legal team and insurers with valuable information on the nature of future legal issues.

Results

Through our rapid response and close coordination with the FDA, we were able to keep the story from receiving major national news media attention. The story had the potential to spiral out of control, but as a team we were able to manage the message and help our client as they dealt with a tough situation.

Crisis-health-care-strike

Challenge

Nurses at a large metropolitan health care system were on strike. The Padilla crisis team was asked by the system to provide communication strategy to help shield the organization’s brand, while calming the waters during negotiations and reach an acceptable contract. The goal was to protect the organization’s reputation while still respecting the collective bargaining process.

Insight

Because the tone of the strike was extremely negative, Padilla needed to help the system shape both its public and private discussions to better position it during and after the strike — in the eyes of important key stakeholders.

Idea

With system management caught in a defensive position in terms of public communication, we worked with the internal team to change the mindset of the organization and take control of the narrative.The strike was very public and attracted extensive media attention. Both sides engaged in a “he said, she said” battle for weeks. The Padilla team helped the system take the “high road” by creating a more structured communication approach to provide the public, striking nurses and regulators with important information on the health system’s timeline.

Solution

Complex issues were shaped into simple messages and timed to be most effective. Social media was a key element used to communicate to the masses, while strategic communication were shared with key stakeholders in the background.

Results

The health system received support from significant third parties, including state lawmakers, who helped renew talks, ultimately leading to a new contract. The public supported the health system’s position and continued to come to the system’s hospitals as patients. The organization’s brand was elevated as a result of high-road communication. Even audiences who initially were against the organization’s position came to respect it. The health system’s brand survived an extended strike and is seen as a respectable corporate citizen within the community.

Crisis-animal-activism

Challenge

Healthy, comfortable hens lay more eggs. The largest egg products maker in North America built its laying hen care program around this simple fact. But mounting pressures from consumers, activist groups, regulators and food service purchasers told our client it was time to be more vocal about its animal welfare position.

Insight

It was important that our client, which was seeking a purchaser, take a highly proactive position on its production methods and animal care. We also would need to work with them to establish “next level” initiatives to enrich its current animal welfare position.

Idea

Life in such a dynamic industry is never simple, and Padilla was tapped to provide crisis support concurrent with the company’s animal care positioning work. Releases of unflattering videos taken at other egg producer’s facilities, product recalls, lawsuit outcomes and an incident of workplace violence – all are examples of crisis situations that required us to activate our crisis response team for support.

Solution

Padilla helped our client identify the unique points of view of various external audiences and develop messaging so our client could consistently and effectively share its perspective on production methods and animal care. Our solution at Padilla was to develop an effective position on animal welfare, and adeptly manage crisis situations that popped up along the way – including releases of unflattering videos taken at other egg producer’s facilities, product recalls, lawsuit outcomes and an incident of workplace violence.

Results

The client successfully completed a sale of the business for $2.45 billion in 2014, due in large part to expert management of the crisis situation.

Coppertone

Challenge

With melanoma among U.S. children increasing at an alarming rate and an absence of resources to educate families about this risk and restrictive sun-protection policies in American schools, the Coppertone brand needed to leverage its industry leadership to help protect children from the sun during school hours.

Insight

A nationwide survey was fielded to gauge U.S. consumer awareness and attitudes toward sun protection within schools, which found that 65 percent of Americans are unaware that U.S. schools have rules and restrictions around the usage of sunscreen. All of which confirmed that awareness surrounding this issue is timely; perhaps even overdue.

Idea

Padilla created the “Making the Sunscreen Grade” campaign, which equipped schools and parents with information to help navigate the confusing landscape around sunscreen use in schools. The multidimensional campaign sought to tackle the unmet need for sun protection in this environment and positioned Coppertone as a leader dedicated to sun protection education.

Solution

We partnered with Kaleidoscope to distribute 500,000 guides, posters and letters encouraging sun protection for students and partnership among staff, administrators and parents to develop a sunscreen-reapplication program. We also designed a program hub on the Coppertone website, which included social sharing links, a sample letter and downloadable sun-protection guides in English and Spanish. Lastly, the program focused on national and regional media outreach during pivotal timeframes — end-of-school and back-to-school.

Results

The campaign generated 120+ million news media impressions and more than 75 percent of media coverage drove readers to the digital program hub. As a result of the program, an incremental 140,000 parents said they would purchase or recommend Coppertone and the brand’s reputation lifted by 17 percent. The campaign exceeded expectations and won a National PRSA Silver Anvil Award for best Reputation/Brand Management Campaign.

Consorzio del Prosciutto di Parma

Challenge

The emphasis on locally sourced products among American food enthusiasts can leave imported products like Prosciutto di Parma’s world-renowned prosciutto overlooked.

Insight

When the Consorzio del Prosciutto di Parma asked Padilla to help solve the home-grown dilemma, we realized that the Midwest, with its agriculture and abundance of house-cured meats, would be a good, if difficult, place to explore.

Idea

Padilla planned and executed the second “Cured and Crafted” event in Minneapolis, which acquainted diners with the famous ham that was missing from so many local menus. The event artfully brought together Minneapolis’ burgeoning craft beer culture and the centuries-old Italian product Prosciutto di Parma by challenging chefs to design a Prosciutto di Parma dish and pair it with a local beer.

Solution

Prior to the event, Padilla launched a comprehensive local campaign to create connections with media, chefs, mixologists and craft brewers, ultimately driving attendance among the intended event audience. The campaign included traditional media outreach with fresh story angles and new social avenues for the brand, including a paid digital advertising component to drive ticket sales. Padilla even enlisted a tattoo artist to offer real Parma Crown tattoos to event attendees, in exchange for a leg of Prosciutto di Parma.

Results

Padilla packed the room with more than 250 attendees and generated more than 2,200 unique visits to the ticket sales website. The local food event was covered by an unprecedented 50 news media outlets spanning print, online and broadcast, securing 16 million+ message-rich impressions. Chefs and consumers alike were captivated by the product’s history and versatility, and left clamoring for a repeat event next year.

Concordia

Challenge

Concordia Plan Services (CPS) provides benefits programs to the Lutheran Church Missouri Synod, serving over 6,000 congregations, schools, universities and seminaries, representing 100,000 individuals. CPS turned to Padilla when preparing to announce several changes to its retirement benefit program.

Insight

The organization was concerned that, if not thoughtfully communicated, the plan changes would generate uncertainty and anxiety with plan participants and their employees.

Idea

Padilla created a multi-channel communication approach rooted in awareness-to-adoption psychology, designed to first bolster church-worker understanding of current market realities, then carefully address CPS’ need to adapt.

Solution

We built and executed a plan around three central needs: arm CPS management with the right tools, train key employees to effectively communicate the changes, and help them maintain communication momentum.

Results

After the pension plan changes were announced, call-center and face-to-face engagement with those affected confirmed that most understood the need for changes and appreciated CPS’ diligence and thoughtfulness in addressing a tough topic.

CarMax

Challenge

When a producer with ABC’s “20/20” called in November 2014 with allegations questioning the quality of CarMax’s used vehicles, CarMax knew it had a potential brand crisis. To support allegations, “20/20” claimed it had undercover store footage, customer complaints and an interview with a former employee asserting that he was fired for raising quality concerns to leadership.

Insight

CarMax called Padilla for crisis response and messaging counsel. Together, they needed to invalidate the story as quickly as possible, with minimal internal and external reputational damage to the brand. This required frequent and transparent communication with the “20/20” producer to understand the focus on the story.

Solution

To dispel quality-issue claims, the Padilla team and CarMax educated “20/20” on CarMax’s strong quality processes and shared consumer research, such as 95 percent of purchasers say they would recommend CarMax to family and friends. We also armed CarMax’s customer service team with scripts for consumer complaints; notified all 20,000+ associates of the situation and provided messaging; directed store management on how to handle media requests and complaints; and provided Investor Relations, the CEO and the CFO with information to address questions from Wall Street.

The Padilla team worked with CarMax to launch a new informational website the morning the segment was to air which included videos and copy detailing CarMax’s side of the story, point by point. We also created and implemented a social media plan, including proactive and reactive posts/comments, to direct consumers to the website. A social media command center was manned during the airing with PR, legal, senior executives, customer relations and Padilla employees on hand to monitor and respond.

Results

The minimal negative reaction was short-lived and the brand fully recovered within 30 days. As a result of research and statements shared with “20/20,” three complaints were dismissed by the producer at the outset. The day after the segment aired, online discussion returned to normal by early morning. “20/20” didn’t include the segment online or in its “On Demand” playback, which resulted in little additional negative exposure. Internally, CarMax received few concerns or questions from employees. Store sales were not affected.  CarMax received no negative feedback from investors. Research indicated the segment had little effect on consumer perceptions of the CarMax brand.

Cardiovascular Systems

Challenge

In the darkest year of the Great Recession, Cardiovascular Systems (CSI) a medical device manufacturer, went public via a “reverse merger.” The stock price at that time was $7 per share for a total market capitalization of $107 million, with no analyst coverage.

Insight

Fast forward to fall 2013, and the company’s stock is at $30+ per share, eight analysts follow CSI, and it boasts a market valuation of $900 million. While a number of growth initiatives contributed to the more than six-fold rise in value, the most significant was announcing FDA approval for a new CSI technology application. CSI’s product market expanded from clearing calcified lesions in leg arteries to now eliminating blockages in the heart.

Idea

To maximize the effectiveness of this news to Wall Street and other key constituents, CSI turned to Padilla. While the company had anticipated FDA approval at some point later in 2013 or early 2014, CSI’s application moved rapidly through the FDA.

Solution

Work was short-notice. Padilla had 10 days to develop and finalize the plan, messages and strategies, and then execute the program—launching the first new coronary atherectomy system to be approved by the FDA in more than two decades.

Results

Padilla capitalized on this once-in-a-decade opportunity for CSI, amplifying its messages in national (including Bloomberg, CBS and FOX), regional and trade news media, and securing an invitation to a highly regarded health care conference for the first time in company history. Post approval, Padilla continues to publicize physician and medical center use of the technology.

Be The Match

Challenge

For thousands of African-Americans who suffer from sickle cell disease and life-threatening blood cancers, finding a matching bone marrow donor can be a matter of life and death. Unfortunately, African-Americans have the lowest odds of finding a match than any other racial and ethnic group.

Insight

Every match, every connection, is another opportunity to save a life.

Idea

Every month brings another opportunity to share the powerful individual stories of lives saved through Be The Match. By creating compelling campaigns year-round, Be The Match can consistently drive new registrants throughout the calendar.

Solution

One significant campaign for Be The Match has been African American Bone Marrow Awareness Month in July. Compared to all other people of color, African Americans have the lowest odds of finding a matching marrow donor.

Results

More than 10 national African-American-focused media outlets amplified Be The Match’s messages, achieving more than 34.1 million impressions. But awareness was only half the story. During the month of July, 409 African-Americans took action and joined the Be The Match Registry online – more than a 40 percent increase over the previous six months.

409 African-Americans took action and joined the Be The Match Registry online

BASF 3

Challenge

For more than 10 years, Termidor SC termiticide/insecticide set the standard for termite control efficacy while earning a loyal following of Pest Management Professionals (PMPs). So how do you convince your loyal customers to upgrade from a great product to an even better one?

Insight

BASF tapped the expertise of Padilla to educate its core audience how Termidor HE High-Efficiency Termiticide redefined application, precision, volume, labor and time savings.

Idea

Padilla put together a campaign with multiple communication elements, including research to uncover key PMP insights, a video mailer, email, social media, public relations and advertorials. In addition to increasing customers, campaign goals included building awareness of BASF as a company committed to sustainability and increasing trust in BASF.

Solution

The top 1,000 customers who continue to rely on the Termidor line were specifically targeted to make the switch with an eye-catching video brochure.

Results

In order to measure campaign effectiveness and changes in awareness and perception, a survey of PMPs was conducted before and after the campaign. Results showed remarkably positive perception changes of Termidor HE High-Efficiency Termiticide, including increased product awareness and an increase in agreement that the new product requires less labor.

BASF 2

To farmers and agriculture media, “Commodity Classic” is a term as widely recognized as the largest farmer-led, farmer-focused convention and trade show in America. It attracts thousands of growers, media, experts and representatives from related businesses each year.

Being one of more than 950 companies at the 2013 trade show in Orlando, BASF Crop Protection had to find a way to interact with growers, customers and media professionals in a field of agricultural companies also vying for their attention. To do so, they needed a little magic. And that’s exactly what BASF had.

BASF partnered with Padilla to execute three separate events targeted toward media, customers and growers. Tied together with the overarching theme, “The Magic of Chemistry,” BASF hosted their seventh annual “Science Behind” media event and customer appreciation event at the Wizarding World of Harry Potter™, where guests were invited to gallivant through the streets of Diagon Alley and Hogwarts Castle.

Continuing the magic at the trade show, BASF demonstrated their products’ magic to their customers with live demonstrations, onsite “wizards” (better known as chemists), educational sessions and more.

The result of partnering with Padilla? A spellbinding series of events that shattered goals and set new records for attendance, interviews, interaction, positive feedback and wands purchased. 70 interviews were conducted and 41 stories were placed which led to 3.8 million impressions.

To date, this program has won a PRSA Silver Anvil and a SABRE Award.

BASF 1

Challenge

Holding the attention of the media for the duration of a phone call can be a challenge. BASF tapped Padilla to go beyond the ordinary in an effort to reach media in a new and compelling way.

Insight

Padilla knew it would require something special to convince journalists to ditch their desks and pay a visit to the BASF Crop Protection division headquarters in Raleigh, North Carolina.

Idea

The team successfully convinced 53 journalists from the United States, Canada and South America to step away from their offices for three days dedicated to learning more about BASF.

Solution

Capturing their attention required an agenda packed with exclusive and unique opportunities including:

  • unprecedented access to senior BASF leaders and technical experts;
  • exclusive tours of BASF research farms and greenhouses offering a behind-the-scenes look at new products and research;
  • a lively panel discussion on food production challenges and feeding a growing global population featuring a professional futurist, a sociologist from the University of California, a USFRA “Faces of Farming” grower from North Carolina, the CEO of SLC Agricola (Brasil), and Iron Chef star Cat Cora – moderated by farm broadcaster Max Armstrong;
  • a private cooking demonstration with Food Network celebrity chef Cat Cora;
  • a roundtable discussion of agriculture in South America; and
  • VIP treatment at a red carpet and screening event for the documentary “Farmland” with Oscar-award-winning director James Moll.

Results

The event drove nearly 160 interviews with print, radio and television journalists. More than 400 news stories amplified BASF’s messages, including in Reuters, Bloomberg and the Wall Street Journal. In all, news media coverage exceeded 35 million impressions. Additionally, more than 900 social media mentions were logged during the event, reaching a potential audience of more than a million.

3M

Challenge

3M, manufacturer of the broadest line of privacy filters, relies on third-party experts to help communicate that visual hacking is a serious risk that requires action.

Insight

When sensitive data is left in plain sight – such as on computer screens and employee desks, and near printers – it is easy prey for visual hackers.

Idea

The Visual Privacy Advisory Council (VPAC) was formed and consists of six experts representing industries that are most vulnerable to visual hacking. The VPAC recommends policies, tools and best practices to protect organizations from the loss of sensitive and confidential information as a result of visual hacking.

Solution

Padilla works with members of the VPAC to speak at industry events, conduct industry research, host webinars, share their experiences with media, and author articles on privacy-related topics. With help from VPAC members, 3M has reached thousands of IT directors and chief privacy officers about employee awareness training, deploying privacy filters and other best practices.

Results

To date, VPAC members have generated 40+ thought-leadership articles and media interviews to enable a 50 percent increase in news media coverage; presented at numerous industry events; and conducted three major research studies on visual hacking. As a result, the number of executives seeing visual hacking as a significant risk has increased by as much as 10 percent. What’s more, 3M has achieved 86 percent share of voice, securing the leadership position in visual privacy.

Afton Chemical

Challenge

To provide its existing and potential clients a highly personalized digital experience, Afton Chemical, a global chemical additives company, decided to consolidate multiple regional websites into one global website. Doing so would not be easy: There are only a few hundred large-scale buyers of fuel additives in the world, and regions have unique chemical needs and regulations. A one-size-fits-all approach would not be effective. For guidance and technical support, Afton reached out to Padilla for help to come up with a comprehensive digital strategy that would provide the right thought leadership and product information to the right audience at the right time.

Insight

Padilla conducted research to understand the needs of Afton’s different target audiences and to develop an effective thought leadership strategy for delivering insightful content to buyers across all five of its small business units. From the research, we gained a clear understanding of divergent content and resource needs across Afton’s stakeholder groups that the site would serve. And we learned we needed to build one global site that could recognize visitors and serve up content appropriate to their needs.

Idea

Our insight led us down the path of generating a website customization engine. To power the content that fuels the engine, Padilla used persona research to develop a comprehensive thought leadership strategy that now fuels the website. A content calendar was created for each of Afton’s five small business units, and content was further segmented by region and persona. Research also helped identify technology platforms, translations tools, marketing automation and other technologies that power aftonchemical.com, and provide insights to Afton’s digital team.

Solution

Like Amazon.com suggesting compatible products at checkout, we helped Afton build a website that delivers an online experience rich with insightful content relevant to each visitor. It features engaging content, including interactive charts, graphs, videos and online chats. And the site delivers a unified experience on a global digital platform that broadens audience reach.

Results

The success of the site launch is observable in Afton’s 2016 website metrics: • Increased annual visits from top 300 customers by 31 percent • Increased annual visits from top 60 OEM customers by 470 percent • Exceeded 2:00 average time on site by 22 percent • Exceeded 2,000 monthly visitors from BICA by 11.35 percent