CASE IN POINT
Performance-driven, results-oriented.


UNION BANK | CASE STUDY

WCG designed and launched a content-focused website called “Together With U” on behalf of Union Bank & Trust to share positive happenings in the Virginia communities it serves and to offer helpful business and financial advice. 

WCG develops and manages Together With U’s content, which we update on a weekly basis. We reach out to future business leaders, local CEOs and the community at large to develop content that is enriching and informative. The site also features video segments from Union’s ongoing “Feel Good Friday” series on Richmond-based WTVR CBS 6.

Approximately four months after launch, this digitally-forward initiative has garnered 7.6K unique visitors. WCG continually monitors engagement and optimizes the site to improve the viewer experience and increase the number of subscribers.

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NEXTUP | CASE STUDY

NextUp is a collaborative community initiative that provides Richmond middle school students with high-quality Out-of-School Time (OST) activities and programs. While the organization was doing great work in the community, it lacked a unifying identity, theme and message that would raise awareness and make its efforts more effective.

WCG redesigned and streamlined the NextUp website to be more informative and user friendly. We updated the program’s logo to be more contemporary and refreshed related collateral accordingly. Our agency also developed a video the organization could use to illustrate its mission to government officials, educators and providers, and to elicit support from potential donors.

NextUp is currently active in three Richmond-area schools. 300 students enrolled in the pilot program – 40% of the student body. Parents praise NextUp for providing a safe environment, expanding on school-day learning and increasing future opportunities for their children. The initiative is committed to serving as a nationwide model for OST programs.


RICHMOND INTERNATIONAL AIRPORT (RIC) | CASE STUDY

Parking generates a significant portion of RIC’s annual revenue. Looking to bolster its bottom line, the airport asked that WCG market a “Park 4, Pay 3” promotion that would spark increased usage of its economy lots. During the promotion period, customers could park for three days and receive one day free.

Our creative strategy was to optimize the airport’s official website, adding functionality for special parking promotions pages. To ensure our messaging targeted the right travelers, we identified four distinct “potential parker” profiles. Further, we developed a tagline that dually addressed flyers’ concerns about parking on site and highlighted RIC’s advantages: “Faster. Closer. Better. More for less.”

We executed the campaign utilizing programmatic display ads, geo-targeted social ads, paid search ads, print ads, email and outdoor marketing. The strategy proved successful. WCG’s work drove additional parking revenue for RIC, yielding an ROI of 41%.

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COLLEGIATE SCHOOL | CASE STUDY

Collegiate approached WCG to create a marketing campaign that would increase awareness of its new Junior Kindergarten program and existing Kindergarten program. Through online ads including Facebook, Twitter and display we targeted custom audiences based on location, age and income. Simultaneously, we created a new landing page for the Collegiate site to spur leads.    

Through our marketing efforts, we reached over 300,000 people and forged over 700,000 impressions, leading to a 67% increase in scheduled tours and an 18% increase in submitted applications for 2016.

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RICHMOND 2015 | CASE STUDY

 

WCG was hired by Richmond 2015, the committee responsible for organizing the UCI Road World Cycling Championships (held in Richmond for the first time in the event’s history in 2015), to design and develop Navigate.Richmond2015.com. The site served as a guide for race participants, residents and tourists to explore multiple aspects of the elite event.

Within 24 hours of its launch, the site was viewed over 8,000 times and garnered more than 43,000 page views. On average, users from across the globe spent over three minutes each on the site.

Wilson Flohr, CEO of Richmond 2015, was thrilled with the results, saying, “You can’t imagine the complexity behind building what appears to be a simple website – which is a testament to West Cary Group’s digital and creative skill set. They designed a marvelous product for our organization, for the community and for the world.”    

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UNION BANK | CASE STUDY

Upon acquiring StellarOne Bank in January 2014, Union Bank & Trust became the largest community bank headquartered in Virginia.

WCG’s first task as their agency of record? Reposition the Union brand in preparation for a statewide marketing campaign.

Research and analysis – from focus groups to adcepts – informed what became a comprehensive, persona-driven media strategy.

We developed a brand position around the customer-centric “feel-good experience” – a position that aligns with Union’s core values and attention to service.

Then, we designed a media plan tailored to reach different consumer segments, enhance brand awareness and, thanks to our media negotiations, maximize Union’s return on investment. 


VONAGE | CASE STUDY

Increasing competition led this global telecommunications company to refresh its brand identity and reinforce the value of its popular Vonage World international calling service.

With this in mind, WCG developed two video concepts using direct response tactics to emphasize features and pricing, while maintaining the company’s trademark wit.

Because of how well these pre-roll videos performed, Vonage promoted both ads to air on U.S. broadcast television.


FERGUSON | CASE STUDY

Aside from being the largest plumbing wholesaler in the U.S., Ferguson offers products and services for contractors, designers and retail consumers.

The company relies on monthly email marketing to reach its diverse audience – and tasked us with handling the job. We designed modular email templates for easy customization, faster production and consistent branding – whether targeting their clients at trade shows or showrooms.

We also implemented a streamlined system to manage the 50+ emails per month, which led to efficiencies in our own internal process. Project management software helped our creative, account and digital teams seamlessly work within tight turnarounds.

During the first week, Ferguson’s click-thru rate more than doubled; its unique open rate increased by 4%; and the unsubscribe rate decreased by 80%.

Ferguson then approached us to create an advertising program for its bath, kitchen and lighting gallery. From storyboards, scripts and shoots to broadcast, digital and print ads, WCG delivered it all.


MWV | CASE STUDY

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Companies like Coca-Cola, Anheuser Busch and Unilever turn to MWV (Meadwestvaco) for packaging solutions. Despite this global success, awareness of MWV among industry influencers remained relatively low. So, the company tasked us with driving this B2B audience online to learn more about its value-added services.

With a limited budget, WCG used digital marketing to create the campaign. For targeting, we used a specialist B2B display network. To ensure effective measuring, we deployed automatic in-ad surveys. And site traffic monitoring techniques gave us significant demographic data. 

The three-month campaign resulted in a greater than 70% lift in awareness. But we didn’t stop there. A second campaign – with expanded targeting and creative – achieved a more than 200% lift (among people exposed to the campaign vs. those who weren’t), and a click-thru rate 58% higher than the industry average.


RICHMOND 2015 | CASE STUDY

We were thrilled when Richmond was chosen to host the 2015 UCI Road World Cycling Championships – and even more so with the opportunity to design and maintain its website course and travel pages.

With a projected 450,000 spectators and global TV audience of more than 300 million, cycling’s pinnacle event is built around worldwide interaction.

WCG began by designing integrated course maps to include start/finish points, elevation changes and fan zones.

We also created a Travel Office feature, where spectators, competing teams and the media find info on accommodations, transportation, travel packages and VIP events. Plus, they can connect with national and international travel agents.

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When redesigning RIC’s website, WCG paired competitive intelligence with peer review to create a functional, intuitive hub for the airport’s 3.2 million annual passengers.

Our updates included responsive design and mobile optimization, plus a home page fare finder and virtual flight board with search capability and real-time data pull.

RIC is ranked as one of the most efficient mid-sized airports in the country – and we knew its website should follow suit.

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VIRGINIA EYE INSTITUTE (VEI) | CASE STUDY

One of the largest ophthalmology practices in the state asked us to create a robust media plan that would drive eye care consumers to its 10 central Virginia locations. 

To gather insights, we designed and fielded a comprehensive research study to learn the extent of consumer awareness and perception of the VEI brand.

Our findings determined precisely how and where to invest VEI's media dollars for maximum impact.

Armed with this data, WCG also created a new brand identity for VEI, encompassing online, radio, print, direct mail and television.

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