Two recent online marketing strategies executed by Estate Four were designated Platinum Winners today in the annual, international AVA Digital Awards. Estate Four’s messaging architecture work for the non-profit Carry The Load and social content strategy for Olympian Jenny Simpson received the honors in the Online Marketing Strategy category.
Both projects utilized Estate Four’s Investigation Analysis & Insights process to fuel the strategies, centered around build-out of a clear Messaging Architecture, and included collaboration with both clients’ design agency, Sketchfolio. Specifically, the work included:
Jenny Simpson (aka, @TrackJenny) is one of the world’s fastest runners, has competed at the highest level in the Olympics and Word Championships, and is New Balance’s premier sponsored athlete. She needed to solidify her social content strategy to better engage with her fans and more fully collaborate with New Balance. Estate Four worked with Jenny and her creative agency, Sketchfolio, to analyze the market opportunity, identify strategic insights, and develop a full messaging architecture and pacing plan for content. Rather than focus on athletes to drive insights, we instead gathered insights from musicians and entertainers — influencers who motivate their fanbase with regular content, just as Jenny needed to do. The final result was an actionable strategy with a game-plan that all laddered up to the developed umbrella message of “Work Hard. Live Right. Be Brave.”
Carry The Load
Carry The Load is a non-profit founded by three former Navy SEALs with the purpose of restoring the true meaning of Memorial Day. Since its humble beginnings in Dallas, Texas, just five years ago, Carry The Load has grown to raise millions of dollars in funds for veterans causes, puts on two national relays leading up to Memorial Day, and partners with sponsors such as Cracker Jack, Pepsi, Chase and American Airlines to help educate and promote Carry The Load’s cause. With its increased size, Carry The Load needed an effective digital messaging strategy to reach a broader audience and to also take better advantage of its growing cadre of sponsors. Estate Four worked with Carry The Load and its creative agency, Sketchfolio, to do a thorough Investigation process that included looking at similar non-profits (“the competition”), but also comparable organizations that are military-related and/or trying to “shift people’s views.” The resulting messaging strategy uncovered immediate opportunities around educating the public, reprioritized calls-to-action from “donations” to “help the cause”/“participation,” and restructured the primary umbrella message to “Take the steps on Memorial Day of reflection, remembrance and celebration” (a direct tie to the initial walk that spurred the creation of the organization and to the annual relays that are the centerpiece of the organization’s efforts).
About the AVA Awards
AVA Digital Awards is an international competition that recognizes outstanding work by creative professionals involved in the concept, direction, design and production of media that is part of the evolution of digital communication. Work ranges from audio and video productions- to websites that present interactive components such as video, animation, blogs, and podcasts- to interactive social media sites- to other forms of user-generated communication.
AVA Digital Awards is administered and judged by the Association of Marketing and Communication Professionals (AMCP). The international organization consists of several thousand production, marketing, communication, advertising, public relations, and free-lance professionals. AMCP administers recognition programs, provides judges and rewards outstanding achievement and service to the profession.