main_image.jpg

 Sample Projects

Making Robb Report a
True Multimedia Brand

The owner of Robb Report Magazine was interested in increasing the value of the company by adding significant digital revenue to the overall sales and profit of the company.  As a result, the challenge was to take Robb Report from a primary print-based brand to a multimedia brand with revenue from all sources.  This involved several key steps:

  • Redesign of robbreport.com.  Based on industry analysis, examination of the luxury space, and projection to audience interests, a 11x18” spreadsheet on eight pages was developed laying out the design and content of site navigation, channels, and pages in extreme detail, including migration of stories from the existing simpler site.  Because of the demands, DRUPAL was decided as the best platform on which the site was to be built.  The detailed proposal was then put out for bid, and we ultimately found a development company in Argentina that could be supervised locally.   The cost was substantially less than local developers.

  • Social Media.  Social media was becoming more and more important for luxury audience.  The existing Facebook page did not have many followers, and content was not consistently posted.  An analysis showed that people were visited primarily to find content on issues that were important to them. As a result, it was recommended that there be a specific content theme each day – Motor Mondays, Travel Tuesdays, Wings and Water Wednesdays, Trendy Thursdays, Fun Fridays, and Shopping Saturdays.  By doing this, the likes and followers increased significantly and quickly.

  • Video Programs.  Video presentations of luxury destinations, products, and services was seen as important to both advertisers and visitors.  Consequently, a strategy was created to regularly produced videos for posting both on the website and social media, much of it advertiser driven.  This increased engagement on the website and social media significantly.

  • eNewsletter.  Robb Report had gathered and continued to gather email addresses from visitors and follows on social media.  A strategy for a newsletter that had three content stories, and one advertiser offer was created.  An image, story title, and 20 to 30 words linked to the full story on the website, driving traffic.  The offer linked to a page on the advertiser’s website.

  • Integrated Sales Programs.  With the assets in place, we were able to create integrated sales presentations on PowerPoint that offered advertisers the ability to get their message to the ultra-luxury audience of Robb Report in print advertising, through banner ads on the website, through video presentations on all platforms, and through placement in the newsletter.  By creating brand specific presentations and demonstrating how the campaign would impact their success, sales increased significantly.

The overall result was that two years later Robb Report was sold to Dan Gilbert’s family office investment group.  Dan Gilbert owns Quicken Loans, The Cleveland Cavaliers, and is working to revitalize Detroit.

Launching a MedSpa Chain in Massachusetts

An investor decided to roll up several independent MedSpas in four different towns in the Boston area.  The challenge was to create a single brand, standardize some of the service offerings, and build awareness of the brand in a relatively short time. To achieve this goal, there were several key steps that had to be undertaken.

  • Create a presence for the brand in each of the locations with signage, uniforms, and brochures.

  • Create a website under the brand name that provide information about the staff, services, and locations of the MedSpas.

  • Create social media platforms – Facebook, Instagram, YouTube – for the brand and each of the locations with daily postings that highlight the background and expertise of the staff, information on the products and services available, and provide a link for more information on the website.

  • Find opportunities for the brand to participate in trade and consumer events in the area.

With each of these components in place the big challenge was to build awareness, drive traffic to the website and social media, create leads, and generate appointments at each of the locations.  To achieve this an ongoing multimedia program was established:

  • Establish a relationship with Northshore Magazine – the primary source of information about people, places, and businesses in the Northshore of Boston.  This was used to place print and digital advertisements in their properties and to participate in their events.

  • Drive traffic to the website through content marketing.  By using services like Outbrain and Taboola, interested people were taken directly to stories about services on the website by clicking on links on major websites that were geotargeted.

  • Do outbound marketing from the website using HubSpot to regularly send messages to past visitors about services in which they had shown and interest, and special offers available at the MedSpa locations.

  • Using both organic and purchased email lists, send out monthly digital newsletters that drove traffic back to stories on the website.

The overall result of these activities was that the website had over 10,000 visitors per month within three months with significant lead generation for each of the locations.