Whenever WCG achieves a goal that helps us serve
our clients better, we like to mention our success here.
Catch up on our accomplishments to date, with plenty
more left in store.
West Cary Group has won the 2013 Top 100 Minority Business Enterprise® (MBE) Award. Moses Foster, our firm’s president and CEO, accepted the award at the 7th Annual Top 100 MBE Awards Ceremony in Baltimore, Maryland on October 30. The function was a highlight of Baltimore Mayor Stephanie Rawlings-Blake’s Supplier Diversity and Inclusion Week.
“This award is the result of a true team effort,” says Moses. “West Cary Group is committed to providing measurable ROI for our clients through powerful marketing, creative and rigorous data analysis. We’re also committed to making our community a better place to live and work. The Top 100 Minority Business Enterprise Award helps reinforce that our company is on the right track, and we are honored by the recognition.”
Since 2007, the Top 100 MBE Award has been presented to enterprising women and minority entrepreneurs who fuel the region’s economy through their innovation, sacrifices and dedication. As the honor suggests, 100 business owners are chosen from Virginia, the District of Columbia, Maryland, Pennsylvania and Delaware each year.
This year’s ceremony was hosted by the City of Baltimore, Caesars Entertainment and Horseshow Casino-Baltimore, BGE, Southwest Airlines, University of Maryland University College and greiBO media.
“The winners of this year’s Top 100 MBE Award exemplifies excellence and stability,” said Stephanie Rawlings-Blake, Mayor of the City of Baltimore. “West Cary Group represents the goals and aspirations of many entrepreneurs across the mid-Atlantic region.”
To find out more about our award, read the official press release.
For a complete list of this year’s winners, click here.
West Cary Group has been selected agency of record for the Virginia Eye Institute (VEI). We’ll be responsible for the full spectrum of advertising, marketing, communications and public relations needs.
“VEI is one of the most respected optometry and ophthalmology practices in our state,” says Moses Foster, president and CEO of West Cary Group. “They improve lives through exceptional expertise and leading-edge technology, and we’re excited about telling their brand story.
“We’ll support our dynamic creative approach with an analytics engine that will help us articulate VEI’s return on investment. It’s what separated our pitch from the other agencies — and it’s certainly what’s going to help us get winning results for VEI.”
VEI currently has 11 locations throughout Central Virginia and offers comprehensive eye care. It is also deeply invested in Richmond community outreach programs. As WCG and VEI set our sights on the future, check back for more details!
To see what VEI has to say about our partnership, read the official press release.
It’s no secret that West Cary Group is an advocate for all youth obtaining a solid education. The small steps toward self-improvement that we take today make an impact on our own world and the world of tomorrow. But the sponsorship of the Marketing EDGE supports a cause that is very near our hearts.
Our President and CEO got his start in the communications field in direct marketing. And our agency sees data-driven direct marketing strategies—one of the primary focuses of Marketing EDGE—as communications’ dominant future.
“I’m proud that we’re able to help graduating students become the communicators of tomorrow with this donation,” says Moses Foster, President and CEO of West Cary Group and former Direct Marketing Association (DMA) Board of Director. “Marketing EDGE is an organization that is focused on educating students and ensuring a dynamic future for the marketing field.”
To that end, Marketing EDGE recently hosted I-MAX, an Interactive Marketing Analytics Xperience. For five days, 25 college students with degrees ranging from marketing, behavioral sciences, to STEM (science, technology, engineering, math) majors, got the chance to learn about big data and the emerging role it will play in changing the face of marketing.
“West Cary Group’s and Marketing EDGE’s vision for the future of communications could not be more aligned,” continues Foster. “Direct marketing has always been about measurement and using it to make strategic decisions that produce long-term success. But the next frontier of direct marketing is big data, and harnessing the rising abundance of analytics.”
“Through rigorous analysis, we can determine precisely when and how our clients should concentrate their energies and where they should focus marketing spend to receive the highest return on investment. West Cary Group is driven by performance-based marketing, and we pride ourselves on measuring our contribution to business results.”
West Cary Group’s contribution to Marketing EDGE will be put to work along with a quarter-million dollars raised through the Marketing EDGE 2012 Program and Scholarship auction. Proceeds are being used to fund a vast array of programs and resources for students and academics, like scholarships, student competitions, awards, education, career information and place. Currently, Marketing EDGE is engaging more than 3,500 students and 500 professors, representing 900 schools in the nation.
“Marketing EDGE was established in 1966, thanks to the vision, foresight and generosity of our founders who were members of the Direct Marketing Association ,” says Terri L. Bartlett, President of Marketing EDGE. “Forty-seven years later, while our work remains the same – to bring great students into this field - we revised our mission to sync with our new name, to Educate, Develop, Grow, and Employ college students in the field of marketing. On behalf of the countless students we serve, I sincerely thank West Cary Group for its support and partnership as we work together to prepare the next generation of marketing leaders by streaming top talent into our industry … today.”
Find out how you can help support Marketing EDGE by visiting the organization’s official site.
Residents of Henrico are familiar with the world-class sporting events, rich culture and history that their area has to offer. But Henrico Tourism wants everyone to know. To accomplish this the Office needed an agency to create a website that was as welcoming and active as the region itself.
“Henrico Tourism wanted to tell an energetic story of a county through images and user interaction,” says Scott Garber, WCG Senior Digital Producer, “so West Cary Group used minimal site text and the words we did use we made vibrant. For instance, we placed verbs in the website navigation to make it active. And, since our agency thinks mobile first, we also executed a Henrico Tourism app for smartphones and tablets.”
Perhaps most importantly, West Cary Group knew that in order to persuade users to digitally explore the attractions of our county, we had to execute a strategy based in user experience design. That is, we analyzed the exact needs of the consumer—in this case, visitors—and organized the site’s information architecture accordingly. To that end, we furnished the Henrico Tourism website with:
• Weather integration
• An interactive map of the region
• A site specific search engine
• Sort and filter functions
As for the mobile application, West Cary Group designed it to be web responsive to create an optimal viewing experience with minimal panning and scrolling. We also streamlined content in order to provide the most pertinent Henrico County topics to visitors who are on the go.
In our efforts to encourage user interaction, it helped West Cary Group that Henrico County is keen on recreation. For the sports enthusiast, there’s an international raceway, a PGA Championship golf course and The Triple Crown U.S. Baseball Championship. Not to mention there are plenty of creative venues to host company events and over 500 restaurants to experience before, during or after a gathering.
The collaboration with Henrico Tourism doesn’t stop here. West Cary Group is in the process of delivering sports collateral that will highlight recreational activities to see and participate in within the county. The organization will distribute the brochures at events in the region.
“Henrico Tourism is thoroughly enjoying our partnership with West Cary Group,” says Dawn Miller, Tourism Supervisor of Henrico County Recreation and Parks. “We’re going to continue to market our region together and we’re excited about where the county will go from here.”
Go to www.visithenrico.com on your computer or mobile device to explore Henrico County.
Looking to start or expand a business in Henrico? Check out the revamped Henrico Now site, also designed by West Cary Group.
2012 was an eventful year for West Cary Group and Richmond International Airport (RIC). Our agency executed performance-based marketing strategies on several digital fronts—efforts that drove a positive ROI for RIC. Our client was so pleased that WCG was chosen again as its trusted partner for 2013.
Marketing Strategies That Deliver
In July 2012, our firm redesigned and relaunched flyrichmond.com, a mobile-ready website for RIC, as its Agency of Record. Then we added an interactive route map to display the approximately 200 destinations the airport offers to its passengers. We also created a downloadable flight schedule for desktop, palm and pocket pc users, as well as flight schedules formatted for mobile phone users.
“Last year, we had lots of fun in the digital space with RIC,” begins Nick Schimick, West Cary Group Senior Account Director, “And as the agency heading the airport’s general marketing, we had the privilege of working on digital campaigns that powered measureable results for our client.”
Since West Cary Group’s mobile-ready revamp of Flyrichmond.com (redesigned for mobile phones, tablets and computers), site analytics show that new visits have gone up and the bounce rate—or the percentage of visitors who view one page then leave—has gone down.
“I think a major reason for WCG’s digital impact is that when we create a campaign strategy, we not only craft it to perform for our clients, we craft it to engage the customer,” continues Nick. “We think ‘how are users digesting this content?’ ‘Where are they?’. ‘When are they’?. We also make sure that our digital communications are easy to use, simple to understand, and personalized to users’ needs across all channels.”
Going Green in a Bold Way
Now that we’ve earned a contract renewal with RIC, 2013 promises to be just as eventful beginning with a project that saw its seeds planted last year: The airport is going to launch a Compressed Natural Gas (CNG) fleet for its Easypark shuttle service that runs to and from the Economy Lots and Terminal Building. CNG is a more environmentally clean alternative to fuels like gasoline or diesel.
“West Cary Group thinks its extremely important to give back to our community, so to participate in a green project that respects our environment is deeply gratifying,” says Alexis Gayle, West Cary Group Creative Director, “For these CNG shuttles, we created eight graphic designs—each highlighting a unique aspect of the Richmond area. We wanted to seize the opportunity to forge a positive brand impact for the entire metro Richmond area.”
Graphic design categories include: Arts & Culture, History & Heritage, River Fun, NASCAR – RIR Racing, Sports & Recreation and Richmond Businesses.
“2012 was a productive year for our partnership with RIC,” ends Nick. “We pride ourselves on measuring our contribution to business results, and West Cary Group was able to create campaigns that showed a clear return on our client’s marketing investment. Now the airport has entrusted us again as its Agency of Record, and we’re going to seek out new areas of opportunity to make even more powerful marketing impacts.”
Read the official press release for further details.