c21 Case Studies by Service Area

communications 21 produces high quality, cost-responsible marketing PR campaigns that maximize clients' goals and objectives. The following case studies illustrate our results-oriented work, spanning a variety of industries and services.

Featured Case Studies:

• E-mail Marketing Managed design, created content and disseminated an award-winning quarterly e-newsletter for Lorenc+Yoo Design. The e-newsletter consistently garners open rates that are up to 12 percentage points above industry standards and has helped the company win new international projects, including one for the 2008 Olympics in Beijing. Read more.




• Rebranding Conducted a customized c21ComAuditSM for the Southeast Dairy Association, evaluating more than 70 internal and external communication documents and finding that the brand had been diluted with inconsistent messaging and design. The Audit resulted in a new logo that reflected the organization's innovative marketing efforts and more than 20 templates to ensure consistent branding and formatting. Read more.




• Social Media Launched Moore in America with an integrated marketing PR plan inclusive of social media, which helped the Atlanta Botanical Garden reach 52,000 attendees in the first two months. Read more.




• Launched an "Affordable Luxuries" Facebook contest for Cousins' Properties' The Avenue®, an outdoor lifestyle center, growing the company's fan base from 90 to more than 1,300 in less than three weeks — exceeding The Avenue's goal by 30 percent. Read more.




• Strategic Marketing Plan Developed an annual Marketing Dashboard: Plan on a PageSM for Emory Healthcare's Facial Plastic Surgery division. The plan recommended an updated Web site, pay-per-click campaign, media relations and e-mail marketing. The division experienced a 21 percent uptick in call volume and 125 prospects from the pay-per-click campaign's first two weeks. c21's pitch of an Emory Facial Center patient resulted in front page coverage in the Atlanta Journal Constitution's Living section. Read more.

Additional Expertise:

• E-mail Marketing

University House - E-mail Marketing
Created a custom e-mail marketing program with Direct Dialogue^SM for University House, a national student housing developer. The program gave managers the flexibility to create and send measureable, property-specific e-mails to residents and prospects while allowing the company to maintain control over design and branding.




HOK - E-mail Marketing
Created an educational e-newsletter for The HOK Planning Group, a master planning and urban design division of HOK Architects, that had an average open rate of 45 percent, doubled visits to the Web site and became an integral component of HOK's business development and marketing strategies.

• Integrated Marketing PR Campaign

2007 NCAA® Men's Final Four® - Integrated Marketing PR Campaign
Managed marketing and media relations efforts for the 2007 NCAA Men's Final Four. c21 created, launched and managed the Final Four Web site, developed marketing promotions with the Atlanta Journal Constitution and managed all e-mail marketing to fans, media, sponsors and ticket holders. Through more than 80 media placements totaling close to $1.4 million in advertising equivalency, c21 helped to attract 2,000 kids to the Dome Dribble, sold out the YES Basketball Clinics, and had more than 120,000 people attend The Big Dance.

• Media Relations

Street of Dreams - Special Event and Media Relations
Drive more than 40,000 visitors annually to the Street of Dreams luxury home show in Atlanta. Efforts result in regular features in Atlanta Magazine, Atlanta Journal-Constitution, Atlanta Business Chronicle, Georgia Magazine, Where Magazine and more — achieving nearly $500,000 in ticket sales.




Dairy Associations - Media Tour
Implemented media tours for dairy associations across the country, including the Southeast Dairy Association, American Dairy Association Mideast, American Dairy Association of Indiana and the United Dairy Industry of Michigan, that continually result in hundreds of interviews and millions of media impressions regarding health and wellness tips for consumers.

• Media Training

Michigan Action for Health Kids Coalition - Media Training
Conducted media training for 35 members of the Michigan Action for Healthy Kids Coalition to review program speaking points and messaging on childhood obesity, physical fitness cutbacks, school wellness programs, New Look of School Milk and more.

• Pay-per-click Advertising

Centex Homes - Pay-Per-Click Advertising
Revamped Centex Homes' pay-per-click campaign strategy — saving the homebuilder $10,000 per month and providing tools the marketing team could use for future campaigns to further increase cost savings.

• Podcast

Southeast Dairy Association - Podcasts
Developed podcasts for the Southeast Dairy Association to build awareness of the importance of three servings of dairy each day through brief nutrition tips and health trend information. The podcasts were made available to media via c21's proprietary e-mail marketing system, Direct Dialogue,^SM and distributed through the nonprofit dairy association's Web site and online podcasts aggregators.

• Product Launch

Kellogg's - Product Launch and Media Relations
Nationally launched Kellogg's Morning Jump-Starts, a turn-key breakfast solution for schools, securing more than 7.9 million media impressions, including a mention on the front page of the Wall Street Journal.

• Promotion

Oldcastle Architectural - Promotion
Launched an Ugliest Patio Contest for Oldcastle Architectural, a leading supplier of concrete hardscapes and landscaping products. Through a Web site, e-mail marketing, collateral, media relations and more, c21 drove more than 10,000 unique Web site visitors and more than 500 valid contest entries. The contest succeeded in its goal of building brand and product awareness, with many entrants referring to Oldcastle products by name in their contest forms.

• Social Media

HandsOn Network - Integrated Social Media Campaign
Created and launched a social media program, including a YouTube Channel, Facebook page, Twitter feed and blog, for national nonprofit HandsOn Network to drive consumer participation in volunteer service projects worldwide, and create a two-way dialogue on the role of service and civic engagement in solving community problems.