May 24, 2019

Travel Writers Visit

The Brief

Chestnut Mountain Resort is located just outside of Galena, Illinois. Traditionally, they’ve been known for providing skiing and snowboarding slopes to tourists and locals alike. However, they are also open during the summer months as well, offering activities like Segway tours, a Mississippi River boat tour, mini golf and the Soaring Eagle Zipline. The goal is to get published coverage for both Winter and Summer season activities.

Our Solution

Plaid Swan developed a marketing brief for each season, outlining a strategy to invite travel writers and bloggers to come and experience Chestnut Mountain Resort activities, dining, lodging, and the beautiful river bluff views. Influence and following count were taken into account for when each writer was invited to say.

Target audiences varied by season, and that was taken into consideration as well. All responses, reservations, correspondence and following up was handled by Plaid Swan.

The Result

By inviting travel writers to Chestnut to experience the Summer activities firsthand, Plaid Swan secured features on blogs, travel sites, and social media platforms of writers and publications highlighting these activities.

Some examples include:

Client

Chestnut Mountain Resort

Category

Public Relations

Share This

May 24, 2019

Google Adwords Campaign

The Brief

Chestnut Mountain Resort is a year-round resort, known primarily as a destination for skiing and snowboarding during the winter season. From its elegant view of the Mississippi River Valley to its range of amenities, facilities, and services, Chestnut offers a convenient haven year-round.

Chestnut Mountain Resort wanted to maximize the available advertising dollars for their winter season and using a strong digital advertising approach that would allow them to track the effectiveness of their advertising.

Our Solution

Our digital marketing team evaluated past digital and search marketing campaigns that the resort had run during the winter season to determine their impact and identify opportunities that could be expanded.

Our team presented a recommendation to proceed using a combination of text ads, digital display, and video ads for the winter season all of which would be managed through Google AdWords.

The Result

The campaign performed much higher than anticipated and had much higher view and click-thru rates than the industry average. The video portion of the campaign, which ran on YouTube, generated an average view rate of 45.33% with the average cost per view only $0.02. For the search campaign impressions increased more than 43% and clicks increased 19% month over month.

Client

Chestnut Mountain Resort

Category

Media

Share This

May 24, 2019

Budget and Brews TV Commerical

The Brief

Founded in 1940, Collins Community Credit Union has been serving members in the Eastern Iowa Corridor for over 70 years. Over the past few years, the credit union began focusing on educating the public on financial literacy but faced a challenge in reaching younger demographics with their messages.

After brainstorming how to reach the Millennial generation, the credit union decided to host Budgets & Brews, an event for the community to kick back, enjoy a cold brew and learn about finances in an interactive, yet informal, atmosphere. The next step was to spread the news of this event and generate buzz, so Collins commissioned Plaid Swan to produce a TV spot to catch the attention of their targeted Millennial audience.

Our Solution

Plaid Swan began developing a script and a creative brief that would later turn into a 30-second TV commercial. The creative team wanted to convey the relaxed atmosphere and showcase the restaurant where the event would take place. Plaid Swan worked with OnMedia to turn the location, Third Base Brewery, into the perfect scene for the commercial. Further voice-over work was later produced using in-house talent and OnMedia’s production team.

The Result

Collins Community Credit Union ran the TV spot in the weeks leading up to Budgets & Brews to promote the event and the location. The commercial was successful in showcasing the event and the venue, in addition to providing an advertising opportunity on an additional media platform as we worked with Collins to plan the event.

Client

Collins Community Creative Union

Category

Video

Share This

Budgets and Brew Case Study

May 22, 2019

Lines Are Meant to be Crossed Video

The Brief

One of the primary creative pieces used to introduce the company to prospective clients was a video describing Plaid Swan’s approach and philosophy. As the company has grown and expanded its team and services since 2011, it was evident that the video no longer represented the agency in its current form and needed to be replaced with something fresh that more closely represented our present brand and vision.

Our Solution

Plaid Swan’s Art Director and Videographer began developing a creative brief and storyboard that would later be produced into a 2-minute video to introduce the faces and talent behind the brand.

Besides presenting the agency’s new workspace and staff members, Plaid Swan wanted to show the company’s personality while also proving that the team can get down to business and accomplish goals. Once the creative brief and storyboard was finalized, the team worked together to make the production happen. The real-life footage captured on video was then edited and cut with illustrations created by our design team.

The Result

Plaid Swan utilized a shorter version of the video for the agency’s Facebook page cover, while still shots and illustrations were used for other social media and website content. The full version of the video was uploaded to the company YouTube channel and utilized as a showcase video that would more accurately represent Plaid Swan and how the company can help clients by employing a strategic process that fosters creativity and makes an impact.

Client

Plaid Swan

Category

Video

Share This

May 22, 2019

Brand Positioning

The Brief

Opening Doors is a nonprofit in Dubuque, Iowa that operates the Teresa Shelter, Maria House, and St. Francis Apartments. The organization aims to shelter homeless women, alone or with children, who need help getting back on their feet. It’s more of a program than a shelter. However, there were a lot of misconceptions about what they do there, within and outside of the organization.

Our Solution

We set off to Dubuque to conduct a day full of interviews. We spoke to someone from every perspective possible including the Board of Directors, Internal Staff; Donors and the general public to gather data on the depth of their brand equity. Did people really understand who they are, and what they do? This inclusive approach was eye opening to all involved.

With this data we put together a detailed brand overview as well as an official brand story. Both components, serving different purposes, were designed to bridge the gap of misconceptions and get everyone hearing the same message. We knew that for the public to understand, every single person within the organization had to as well. These documents provided a successful solution.

The Result

The documents and research have become the roots of a new branding project for Opening Doors. Our work has become an invaluable piece that propels every step moving forward with their positioning statement and future public relations strategies.

Client

Opening Doors

Category

Strategic Planning

Share This

Plaid Swan did a great job on this project! This project was the foundational stone in our seven-step rebranding project. We are excited to inform our community about the impactful services that we offer. This was so helpful to give us clarity.

Ann Lorenz, Opening Doors
May 22, 2019

Branding

Legends of the Kituwah people say that the name, Kituwah, was given after seven of the wisest men of the ancient Cherokees went to the highest peak and fasted for seven days and nights, asking the Creator for guidance. On the seventh night of their fast, the Creator told them, “You shall be Kituwah.”

– Benny Smith, The Keetoowah Society of Cherokee Indians, Masters Dissertation, Northwestern State College, Alva, OK, 1967

The Brief

The Eastern Band of the Cherokee Indians is a sovereign nation located within the borders of the United States in the state of North Carolina. This tribe currently runs a very successful casino operation along with many other businesses. In 2018, the tribe decided to create a formal economic development organization to add to the tribe’s revenue streams.

Plaid Swan was contacted to assist in this effort. Our first step was to create the branding for the organization.

Our Solution

Plaid Swan spent several weeks researching the tribe by speaking to the CEO of the new organization, and other people in the tribe, including the tribal museum. We came to realize that this highly skilled people has very strong traditions in both basket weaving and beadwork.

The Result

A logo was developed with took the legendary name of Kituwah and created a basket from the letter “U”. The beadwork present on the basket is both a nod to the tribe’s amazing artwork and represents new businesses that will come to life. We are excited to now be the marketing partner for this tribe’s economic efforts.

Client

Kituwah

Category

Creative

Share This

Kituwah Logo

November 27, 2014

Cedar Rapids Police Protective Charity’s Santa Cop

CEDAR RAPIDS POLICE PROTECTIVE CHARITY’S SANTA COP
THE BRIEF

Each year, the Cedar Rapids Police Protective Charity holds their Santa Cop event. The event aims to provide winter clothing, gloves, hats, and a toy to children in need. Collins Community Credit Union donated a portion of their retainer hours with Plaid Swan to help promote the event and obtain more awareness and donations than years prior.

OUR SOLUTION

Plaid Swan developed a timeline for this event outlining what needed to happen and when in order to get the word out. Plaid Swan wrote and distributed press releases and reminder blasts to the press and handled all media inquiries. Media was not only informed of Santa Cop, but also invited. Plaid Swan attended the event to gather photos and assist as needed.

THE RESULT

Plaid Swan secured on air interviews with three different radio stations and raised awareness of this event in the Cedar Rapids market. Plaid Swan also ensured that a local TV news station was onsite to cover the event, providing a feature on the nightly news as well as multiple articles published, and posts shared online with photos of police officers and kids shopping.

The Cedar Rapids Police Protective Charity was able to assist 102 kids on a shopping excursion with 22 police officers.

Client

Collins Community Credit Union

Category

Public Relations

Share This

Santa Copy Charity
Collins Community Credit Union Charity Program
November 27, 2014

McDonough Foundation Website

The Brief

The mission of the McDonough Foundation is to promote charitable, educational and health-related activities and opportunities to children and families in Eastern Iowa. Once per year, the foundation accepts applications from area non-profits and chooses which will receive funding. Funding amounts vary each year. Their challenge was that they were not attracting new applicants; therefore, they had been funding the same organizations for some time.

Our Solution

We proceeded with the design and development of a new brand identity, website and social media strategy. Most of the non-profit organizations they were looking to reach were very active on Facebook, so we recommended, implemented and maintained an ongoing presence only on this most popular social media platform. In addition, we recommended and have implemented the expansion of the website to accept and store online applications.

The Results

The first application period after the implementation of the new identity, website and Facebook page showed a 70% increase in applicants. After the second year, the number of applicants more than doubled.

Client

McDonough Foundation

Category

Web

Share This

April 30, 2014

Digital and Social Plan

The Brief

Loras College is a Catholic liberal arts college offering both undergraduate and graduate degrees. As one of four higher education institutions in Dubuque, Iowa, Loras was looking for opportunities to grow and expand upon its student base.

Our Solution

Partnering with Loras’ Marketing Department, Plaid Swan developed the social and media strategy for the Live Local, Love Loras campaign. The campaign was centered around highlighting students from high schools that Loras College was targeting for new students. Those students were featured in social posts, videos and ads designed to position them as local celebrities providing a reliable testimonial to current students who may be considering Loras College.

The Results

The first year of the campaign was so successful, it was repeated a second year and expanded into new markets. The students featured in the ads became the on-campus ambassadors during visit days and were able to connect with students from their high school alma mater. This connection and level of peer endorsement helped to address concerns in a very personalized manner.

Client

Loras College

Category

Media

Share This

HEAR FROM OUR CLIENT

December 3, 2013

Team of Dreams

The Brief

Hall of Fame notables came together to play ball on at the Field of Dreams Movie Site in Dyersville, Iowa. The proceeds from the game benefited the Wounded Warrior Program.

Our Solution

Plaid Swan managed press interviews and communications for the ball players; developed all press materials and hosted the media tent on the day of the game. Plaid Swan managed and arranged interviews for the following celebrity players:

Reggie Jackson
Pete Rose
Jim Rice
Johnny Bench
Wade Boggs
Frank Thomas
Jim Palmer
Rod Carew
Bruce Sutter
Ozzie Smith
Doc Gooden
Paul Molitor
Ricky Henderson

The Results

ESPN and other media sports giants attended and provided live game coverage in addition to the coverage from local news outlets located in the tristate area. From the moment Plaid Swan rolled out the first press announcement, this event became international news. Over 200 articles were shared via the Associated Press. The game sold out with over 4,000 fans in attendance.

Client

Mystique Casino

Category

Public Relations

Share This

Team of Dreams - Gooden
Boggs, Rose and Jackson at Field of Dreams
Reggie Jackson at Field of Dreams
Rose and Boggs at Field of Dreams
Sutter at Field of Dreams
ESPN at Field of Dreams - Media Coverage
Rose and Jackson at Field of Dreams
LOCATIONS

Cedar Rapids, IA
Dubuque, IA

(563) 556-1633 ext. 2
sales@plaidswan.com

FOLLOW US
MAILING ADDRESS

P.O. Box 1623
Dubuque, IA 52004

Copyright Plaid Swan 2023 | All Rights Reserved | Privacy