c21 Case Studies

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:

• Grew monumental momentum for the Atlanta Botanical Garden’s Henry Moore exhibition, Moore in America, through branding, e-mail marketing, interactive programs, media relations and social media. As a result, c21 attracted 158,000 visitors, secured 28 million media impressions, engaged 2,000 Facebook fans and more. Read more.




• Conducted a national audit of the Arthritis Foundation’s communications channels and developed a Media Relations Tackle BoxSM that provided templates for media relations, social media and e-mail marketing tactics to be customized for each of the organization’s 42 chapters. Read more.




• Piqued Atlanta’s curiosity around the Imagine It! Children’s Museum of Atlanta’s Facebook page – growing fans from 130 to 1,000 in less than six weeks – through the development and execution of a promotion to win tickets to the Curious George exhibit coming to the museum in October. Read more.




• 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.




• 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.




• 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.

Additional Expertise:

• Marketing - 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.

• Public Relations - Special Event

Hosted c21's 15th anniversary New Orleans-style “fete,” complete with themed food and decor, palm readers and more. A custom-designed e-mail and print campaign was developed to build buzz and drive RSVPs. The celebration drew more than 175 attendees, and in recognition of its creative party gifts, c21 was featured in the November 2007 issue of Successful Promotions. Read more.

• 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.

• Marketing - Social Media

Launched a Facebook page for University House (UH), a national luxury student housing provider, with the Best in Show Facebook contest. Contestants uploaded videos of themselves performing their top talent for a chance to win a VISA® gift card. c21 promoted the contest through e-mail marketing, grassroots efforts and social networking sites – generating 800 fans and more than 600 unique votes. Read more.

• Marketing - Brand Development

Launched Smart Living, The Housing Group’s proprietary green building process, by developing a new logo, Web site, pay-per-click campaign, e-mail marketing and media relations. The homebuilder captured prospect data through a robust Web content management system, received exposure through local media placements, and generated sales leads that were directly attributed to the pay-per-click campaign. Read more.

• 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.

• 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.

• Cousins Properties - Social Media

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.

• Southeast Dairy Association - Podcasts

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

To view other case studies of our award-winning work, please contact Sharon Goldmacher at 404.814.1330 or sgoldmacher@c21pr.com.