ROCKPALS
PROJECT SCOPE
SITUATION
Rockpals is a Portable Power Station and Solar Panel company looking to increase market share in the recreational outdoor industry and emergency preparedness industry. They had a wide range of portable power station that needed marketed to multiple different target market groups.
OPPORTUNITY
Demand for portable power stations were on the rise and Rockpals had the opportunity to be one of the first brands to establish themselves as a leader in the industry and capture a larger share of the market moving forward.
PROBLEM
Prior to hiring In Gear Marketing, the majority of Rockpals images and videos used a large amount of photoshop and stock images and video. Being a company not based in the states, they had difficulty capturing content the reflected the market they where trying to sale to.
GOAL
In Gear Marketing was to produce multiple rounds of video and photo marketing content to be used on their website, Amazon and social media platforms. This content was to be used to increase clicks to landing pages as well as to increase landing page conversions.
STRATEGY
With the content marketing strategy that In Gear Marketing was to help produce, our main objective was to connect with the viewer both emotionally and logically. We wanted to educate them on the many benefits Rockpal’s products had to offer while also showing them the adventures and memories that using a Rockpal’s product can help them enjoy.
THE SOLUTION
EXECUTION
In Gear Marketing helped Rockpals produce content for seven of their products including five power stations and two solar panels. We spread the shoot over six locations both in Oregon and Utah to capture their products with some of the most breathtaking backdrops.
We also did studio work that was utilized in the final edits to highlight multiple features that Rockpals products had to offer.
THE RESULTS
USA TOUCH RUGBY
PROJECT SCOPE
SITUATION
Touch Rugby is a sport still in its infancy when it comes to popularity and participants in the United States. USA Touch needed marketing content to builds its brand and increase growth.
OPPORTUNITY
Touch rugby is an extremely popular sport in Australia and New Zealand with over 700,000 participants from elementary physical education class to competitive teams participating in world cups. With more younger athletes moving away from contact sports like Football, this created an opportunity for growth.
PROBLEM
In the United States, Rugby itself is relatively a new sport and touch rugby was seen as less desirable alternative similar to flag football to football. Most people didn’t understand that is a separate sport from Rugby, and is extremely competitive and provides opportunities to participate in world wide competitions.
GOAL
In Gear Marketing was to produce brand building videos and content by filming and producing content to promote national and international events.
2018 NATIONALS HIGHLIGHT
STRATEGY
We partnered up with USA Touch to cover their event and produce content that creates buzz and excitement for future events. We researched successful campaigns that had been done in other countries and strived to mimic parts of these campaigns and improve upon them where we saw possible.
STEPS:
- Establish Goals
- Research Successful Content in Other Countries
- Campaign Strategy
- Logistics & Scheduling
COURSE OF ACTION:
In Gear Marketing was to produce video edits that included but was not limited to event highlights, interviews, logo animation, etc. The content then would be pushed through social media, PR campaigns and email marketing.
THE SOLUTION
EXECUTION
With confidence in our strategy, we were prepared to produce new marketing content to create new buzz and increase sport participation, regional teams and leagues.
CONTENT PRODUCED:
National Tournament Content
We were to cover yearly national events and produce highlights and additional content to create buzz for the following year.
World Cup Content
We covered the USA Touch teams as they competed in the 2019 Malaysia World Cup, and produce content to be released beforehand to create awareness.
Logo Animation
Utilizing illustrator and after effects, we animated their logo to be used in PR campaigns and on marketing videos.
Key Interviews & Recaps
We captured key interviews with captains and coaches to recap games and progress in tournaments.
2019 MEN'S OPEN NATIONAL TEAM
Played during the auction to show families where King’s Way started, where they are now and their plans for the Future. Used to encourage families to donate and help build that future.
THE RESULTS
The marketing content produced for USA Touch was used in multiple effective marketing campaigns. The results included over 180,000 views and triple the membership
KINGPINS
PROJECT SCOPE
SITUATION
After a major remodel to one of their facilities and a new website being developed. Kingpins was looking to update the marketing video and photos to help promote family play, bar/restaurant attendance and league bowling.
OPPORTUNITY
With two locations in Beaverton and Portland, KingPins has the opportunity to establish themselves in two markets as a premium entertainment center for bowling, play and food.
PROBLEM
KingPins was primarily using an outdated video and stock photos to promote their brand. They needed new branded content to establish themselves in two markets in the Portland area.
GOAL
In Gear Marketing was to produce a new marketing video and marketing photos to show the clean and modern facilities but more importantly to show the joy and fun KingPins can bring to families, adults and leagues.
STRATEGY
With Kingpins it is all about the joy that they can bring to the faces of their customers. With that in mind, our strategy was to focus more on the happiness that Kingpins can bring families and adults instead of just the attractions that can be found there.
When it came to focusing more on the customer than the attraction, a good model strategy was key. The models needs to be comfortable in front of the camera so in this case, we opted to hire models for this project.
STEPS:
- Discovery Meeting
- Marketing Research
- Competitor Analysis
- Production Plan
- Casting
- Logistics & Scheduling
COURSE OF ACTION:
We believed the best course of action was to split the production into two separate shoots with one shoot focusing on families and the other focusing on adults and leagues. This allowed us to really dial in on all the target markets and make sure that they were all accurately represented.
THE SOLUTION
EXECUTION
With casting, logistics and scheduling completed, we started production with ease. Both Kingpins, the models and our crew knew exactly when and where to be and we able to follow our detailed shot list for a fairly seamless production. Using our low light cameras and proper lighting, we were able to capture all the services and attractions that Kingpins offers there customers.
CONTENT PRODUCED:
Produce a new marketing video
Showcase both locations and all target markets.
Produce new marketing photos
Provide a wide range of photos for all target audiences and locations.
OBSTACLES:
One of the biggest obstacles with working with entertainment centers that have a focus on families is to get the correct emotions out of children. With having worked with multiple entertainment centers in the past, we had a strong list of families and children that we knew would give us that results that we wanted.
THE RESULTS
The marketing content that we delivered to Bullwinkle’s was used in multiple effective distribution campaigns. The results included an increase in restaurant and bar purchases, 21 & older events and new attraction attendance. The social reach of the marketing content produced over 100k video views and over 200 shares and tags on campaign post.
