Our picks for the top PR, marketing and social media campaigns of 2014

Top PR and Social Media Campaigns of 2014

As 2014 comes to an end, our team reflected on some of the best PR, marketing and social campaigns the year had to offer. Whether it was as extreme as Ebola or as casual as ‘Alex from Target’, here are the top five that made the cut (in no specific order):  
  1. Phillip Singh, Intern: AT&T #SummerBreak campaign
AT&T launched a social media campaign for Summer 2014 that followed a group of eight high school graduates as they spent their final months together before venturing off into the real world. The campaign was such a huge hit that AT&T launched a second campaign the same summer with a new group. The campaign was successful because it massively appealed to the target audience: teenagers. AT&T was able to combine the things that the teens of today can’t get enough of: reality television, cell phones and just about every social media platform out there. The “cast” of friends uploaded YouTube videos, Instagram posts, and Snapchats on the #SummerBreak account which garnered a huge following. It was extremely personal and interactive because followers were able to see the adventures (parties, roundtrips, beach days, etc.) in real time as they were happening, instead of watching an edited episode. This could very well set precedence for the future of reality entertainment and I think its genius. AT&T Summer
  1. Danielle Cobb, Communications Coordinator: Doritos #crashthesuperbowl campaign
For the past couple of years, Doritos has launched Super Bowl campaigns where customers can create their own commercial in hopes of it being aired during the big game. User generated content is always a win in my book. It’s a great way to have people engage with your brand, build awareness and source content all at the same time. Plus, people come up with awesome ideas that Doritos probably wouldn’t have on their own. Doritos
  1. Molly Borchers, Senior Communications Strategist: How a humble little ad became the world’s biggest marketing win
This isn’t actually a campaign, but an advertisement turned viral. Enter the MailKimp. MailChimp, an email marketing company, underwrote the first season of the podcast Serial, which is the most popular podcast in the world. (We’re rabid fans here at WOC.) The quirky little ad, heard before every episode, became a meme itself thanks to an adorable mispronunciation of the brand name (listen here: https://soundcloud.com/mollyfitzpatrick-2/mailchimp-promo-on-serial). Serial producers actually created the ad, getting people on the streets of NYC to read the lines. Then started the buzz on Twitter. Serial2 Serial Serial4 This humble little ad is the runaway marketing success of the year, with more viral success than many Super Bowl ads that cost millions of dollars to air on TV.  From Oct. 3 (the day the show premiered) to Nov. 21, 1,300 tweets mentioned the hashtag #MailKimp. More than 2,400 tweets mentioned Serial and MailChimp together, equivalent to about 12 percent of the 20,200 tweets related to the email vendor during the same timeframe. The ad even spawned a MailKimp Twitter handle and people are gushing about it on Reddit. How’s that for brand awareness?
  1. Julie Wright, President: Community Outreach for a High-Density Residential Development
This was my favorite (W)right On Communications campaign of the year. We organized a series of community open houses for a client with a 13-acre redevelopment project in a tight-knit, well established coastal community. Our team did a great job getting the word out and driving attendance. We coordinated closely with all of the project’s stakeholders—developer, property management, architect, traffic consultants, landscape architects, engineers—to make sure everyone was prepared to speak accurately on the project and answer neighbors’ questions. Traffic, construction timeline, parking, safety, density, height—neighbors had a lot of questions about how they would be impacted by the increase in density. At the open house, we provided visual displays and handouts, directed neighbors to online materials and invited them to attend a series of open houses. We followed up via mail to all neighbors, thanking those who attended and notifying those who couldn’t attend about the online materials and open houses. Overall, we created many opportunities and methods for people to learn about the project and provide their input. Several people came forward to say that they really understood how the project could improve and enhance the neighborhood. Community Meeting
  1. Erica Schlesinger, Communications Strategist: Lay’s “Do Us A Flavor” campaign
This year, Lay’s held their second “Do Us A Flavor” contest where fans were asked to submit their ideas for the next big chip flavor. It had a big enough “WTF” factor (read: interest) to create buzz past the initial “ask” – with flavors like Cappuccino, it was hard not to join the conversation. The campaign leveraged a number of popular digital mediums, especially social media, to get and keep the audience involved. It also built upon an existing popular campaign – sometimes, sticking with classics is the way to go. Lay's    

San Diegans Oppose City Funding New Chargers Stadium

San Diegans Oppose Building New Chargers Stadium

63 percent of San Diego County residents oppose the City of San Diego funding a new Chargers stadium

SAN DIEGO, August 26, 2014 – A study conducted by (W)right On Communications found that 63 percent of County residents would oppose the City of San Diego funding construction of a new stadium for the Chargers. Of those who oppose, 67 percent said that they do not support public funding of a new stadium even if that means the Chargers would move to Los Angeles. The results were nearly the same at the City level: 59 percent of City of San Diego residents opposing, and of those, 63 percent said they would not support it even if it means the Chargers would leave town.

“Because many in the community have advocated to replace the aging stadium, we were surprised to see that a majority of San Diego county residents opposed making such an investment,” said Hamish Marshall, Director, Research & Analytics at (W)right On Communications. “This is critical because should the mayor propose a new stadium plan, San Diego voters will ultimately have final say on whether public funds can be used for it.”

Last season, only 513,641 fans visited Qualcomm Stadium to see the San Diego Chargers play, which ranks them 22 out of 32 NFL teams for game-day attendance. Formerly known as San Diego Stadium and San Diego Jack Murphy Stadium, the Chargers played their first game at the multi-purpose facility in August 1967. It is the fifth oldest stadium in the National Football League. In 2003, San Diego hosted Super Bowl XXXVII, and although the event was a success, then-Commissioner Paul Tagliabue announced that it would be San Diego’s last Super Bowl until it builds a replacement for Qualcomm.

The survey was produced by recently launched (W)right On Communications’ analytics division, WOC Intelligence, a data-driven decision-making initiative that strategically helps reveal the heart of key issues through expert survey development, implementation and analysis.

An online survey questioned 375 San Diego County residents between July 21 and July 24, 2014. Results weighted by age, gender, income and County region, with the margin of survey error being +/- 5.1%, 19 times out of 20.

90 Percent of San Diegans Support Turning Off the Water at Waterfront Park

90% of San Diegans Support Turning Off Water at Water Park

WOC Intelligence survey shows City residents want park water shut off; most feel they are individually doing all they can to conserve water and that businesses should be asked to make mandatory reductions

SAN DIEGO, August 25, 2014 – While visitors and nearby residents flock to the new $49.4 million downtown Waterfront Park, San Diego residents overwhelmingly want the water shut off. A study conducted by (W)right On Communications found that 90 percent of residents living in the city of San Diego support the shutdown of the water playground in Waterfront Park. The results were almost mimicked at the county level, with 89 percent of those surveyed supporting the water playground closure.

“We were surprised to see such one-sided opinion towards shutting down the water playground,” said Hamish Marshall, Director, Research & Analytics at (W)right On Communications. “In a time when everyone in the state is being asked to conserve water, San Diegans are concerned about scarce water resources. The unanimity on the water park could reflect a lack of understanding about the Waterfront Park’s recycled water usage or its newness as a community asset, but it most certainly reflects a theme that emerged from our research: residents feel they are doing a good job conserving water and that others such as businesses should be asked to make further reductions.”

The centerpiece of Waterfront Park, the water fountain playground utilizes 80,000 gallons of water that are continuously recycled at a rate of 3,000 gallons per minute. The water park fountain stores and continually treats all water to minimize water usage. Additionally, the fountain has four operating modes with the “completely empty” mode wasting no water.

When asked to rate their own water conservation behaviors, on average, County residents rated themselves a 4 on a 1 to 5 scale, where 1 is make no effort and 5 is make a significant effort. 79 percent of County residents said that they have changed their water consumption habits since the drought and 89 percent agreed that residents should conserve more water in their homes.

However, when asked whether officials should impose water limits and rations for residents, only 50 percent of County residents agreed that they should be required to limit their water usage at home. 66 percent thought that businesses should be required to cut back.

The survey was produced by recently launched (W)right On Communications’ analytics division, WOC Intelligence, a data-driven decision-making initiative that strategically helps reveal the heart of key issues through expert survey development, implementation and analysis.

An online survey questioned 375 San Diego County residents between July 21 and July 24, 2014. Results weighted by age, gender, income and County region, with the margin of survey error being +/- 5.1%, 19 times out of 20.

About (W)right On Communications

Founded in 1998 in Vancouver, British Columbia, (W)right On Communications is a full-spectrum communications  and public relations firm headquartered in San Diego, California. Specializing in hospitality, healthcare, energy, technology and development, (W)right On has produced results-driven media relations, social media and promotional campaigns and programs for clients including hotels, hospitals, utilities, startups, developers and universities. To learn more about (W)right On, visit www.wrightoncomm.com.

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(W)right On Communications Launches WOC Intelligence

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New survey reveals San Diego County residents strongly favor SeaWorld fireworks

SAN DIEGO, August 21, 2014 – To gauge stakeholders’ opinions – from hyperlocal through national markets – and leverage those detailed insights for data-driven decision making, San Diego public relations firm (W)right On Communications has created WOC Intelligence.

(W)right On’s new research capability is one of the first of its kind among San Diego-based PR agencies. WOC Intelligence is a market and public opinion research service that strategically helps reveal the heart of key issues through expert survey development and skilled analysis.

“It’s part of our core values to work with client partners to develop intentional and strategic campaigns that produce exceptional results,” said Grant Wright, CEO and managing partner of (W)right On Communications. “Since intelligence gathering has long been a critical part of how we develop strategic communications plans, WOC Intelligence continues (W)right On’s investment in the right tools to ensure our strategies are informed by the best information available.”

Based from (W)right On’s Vancouver, BC, office, Director of Research and Analytics Hamish Marshall is at the helm of WOC Intelligence. A former advisor to the Prime Minister of Canada, provincial premiers, city mayors and dozens of elected officials, Marshall has strong experience throughout the USA, Canada and UK in all data collection methods to provide critical insights for strategic planning, marketing and other organizational activities.

WOC Intelligence conducted a recent survey of San Diego County residents on a variety of topics coinciding with the agency’s key practice areas in hospitality and tourism, energy and water usage, and health care. Among the results, WOC Intelligence found that the majority of San Diegans think SeaWorld should continue its fireworks. 74 percent of San Diego County residents are in favor of keeping the SeaWorld fireworks. 15 percent are either moderately or strongly opposed and 11 percent said they weren’t sure. The results did not vary between City of San Diego and South or North County residents, nor 18 to 34 year olds versus other age groups.

An online survey questioned 375 San Diego County residents between July 21 and July 24, 2014. Results weighted by age, gender, income and County region, with the margin of survey error being +/- 5.1%, 19 times out of 20.

(W)right On Communications Promotes Erica Schlesinger to Communications Strategist

Erica Schlesinger Promoted

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(W)right On Communications  has promoted Erica Schlesinger to Communications Strategist after only six months at the agency. In her new role, Erica will direct and execute communications and public relations efforts for the agency’s clients, focusing most heavily on the hospitality and lifestyle industries.“

Erica’s passion and enthusiasm for her client’s success is truly contagious and infects the rest of the team,” said Julie Wright, founder and president of (W)right On. “She knows the lifestyle and hospitality industries inside and out – and her creativity and excellent writing skills bring outstanding results for our clients. We’re excited to see her flourish in this next step in her career.”

Erica will oversee and implement client initiatives including comprehensive PR and social media strategies, media and community relations programs, branding, crisis communications, multimedia and web development and event planning in collaboration with (W)right On’s team of communications, multimedia and design experts.

A San Diego native, Erica brings more than three years of experience in public relations, social & digital media and branding to the Communications Strategist role. She has worked with top industry brands including Delaware North Companies Parks & Resorts, Hilton Hotels and Tenaya Lodge at Yosemite and achieved media placements with outlets such as Outside, LA Times, Fodor’s, Forbes, San Francisco Chronicle, NBC San Diego, Westways and more.

Grant Wright Re-elected to So Cal Aviation Association Board

grant-wright-headshotMay 15, 2013 — The Southern California Aviation Association has re-elected (W)right On Communications CEO Grant Wright to its board of directors for 2013-14.

“This past year, our scholarship program expanded to recognize three individuals pursuing their careers in aviation; the golf tournament was another resounding success; and members consistently give us very positive feedback on things like our Safety Day and networking events,” said Grant Wright, founding board member and immediate past chair. “The year ahead is exciting as we build on these things and SCAA continues to grow.”

SCAA’s mission is to advance and promote aviation-related business throughout Southern California; to be proactive in addressing concerns impacting the region’s airports, including safety and operations; and promote education on the importance of business aviation to communities, companies, and the public.

With growth, Wright noted that there will be a second golf tournament added in the north region this year to better meet members’ needs there. With membership comprised primarily of business aircraft owners, operators, manufacturers and service providers, members now exceed more than 200 from north of Los Angeles south through San Diego to the Mexico border.