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.
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.
Oh, what a difference six years makes.
Back in 2007 when West Cary Group opened its doors in Historic Monroe Ward, if people had visited the neighborhood they would have witnessed a much different place. The streets were quieter then. It was an area that was overlooked at best and disregarded at worst.
But today the community sets a much different tone. There’s a bustle. Small businesses and local restaurants are sprouting. VCU is extending its campus. Now count West Cary Group in the movement as the agency expands its offices beyond 5 West Cary Street to include 10 West Cary Street.
“It’s an exciting time to be a part of this community,” says Moses Foster, President and CEO of WCG. “This area is humming with a growing creative energy. We’re happy that we’re at a point in our firm that we can lend our voice to that sound.”
Moses credits WCG’s expansion to a few fundamental beliefs that the agency holds.
“It’s not quite The Little Engine That Could,” jokes Moses, “but WCG’s story is certainly one of belief. We believe in the power of diversity—that people from diverse backgrounds with diverse ideas will produce consistently superior results—and we’ve steadily built our team accordingly.
“We also believe in the necessity for multi-channel communications in modern marketing. In order to best serve our clients, our team has capabilities that reach across channels, like social media, mobile, web, direct mail, TV and print. Then we integrate them seamlessly into marketing campaigns that drive measureable results. It’s a strategy that’s helped grow our client base.
“And not least of all, we believe in Monroe Ward and downtown Richmond and the rich history of diversity here. We got our start when you could see the first signs of a resurgence that was triggered by a wide mix of industries, businesses and people. We love our community, and expanding our office here is another way that we can give back to an area that has given so much to us.”
Part of giving back means restoring the 137-year-old structure that WCG will call home. Renovations began in the fall of 2011, and WCG preserved the historical integrity of the building – which features beautiful original hardwood flooring and stunning 10-foot windows – while adding the modern technology needed to power a full-service communications firm. Contemporary touches include:
“Preserving the history that made our community great while playing a role in its future success,” concludes Moses, “I can’t tell you how good it feels to make that type of contribution to downtown Richmond.”
West Cary Group plans to begin the expansion into our new office February 21.
Read the official press release for further details.
For more images of WCG's new building renovations, check out our official Pinterest page.
If one student fails to recognize his or her self-worth or the impact he or she can personally make upon the world, West Cary Group considers it one too many.
Our community’s youth need to know that they are in control their own destiny; that they are not just powerless participants in lives shaped by chance. They need help understanding that they have a voice, and that the decisions they make today will have a direct impact on the world of tomorrow. Sometimes, for our youth to have a realization as profound as this, they need a spark. Enter MEGA Mentors.
MEGA Mentors was founded four years ago, when Dr. Marcus Newsome called together community leaders to exchange ideas on how to improve the academic performance of male African-American students. Fast-forward to the present day, and MEGA Mentors is now an established affiliate of the Chesterfield Public Education Foundation, and dedicated to improving the educational success rate of minority children in the region. The group is nearly 100 volunteer mentors strong and serves four schools, helping over 150 minority school children along the way.
“Respect, responsibility, education and achievement,” says Greg Cummings, President of MEGA Mentors. “Our mentors encourage our youth to focus on these values. Young people need positive role models who help them think differently, who let them know that they’re worthy and that they can live lives of infinite possibility if they just apply themselves—both in academics and in their communities. We effect change by helping the students set goals and create a vision of success. That’s how we make a difference, and that’s a great feeling.”
West Cary Group’s donation to MEGA Mentors came as the group prepared for its Second Annual Fine Art Benefit and Sale held Saturday, January 18, at 7:00 p.m. at the Hippodrome Theater in Richmond. The signature event raised additional funds for the program.
“Our benefit was part of the Freedom Classic Festival, an event that commemorates the legacy of Dr. Martin Luther King, Jr.,” says Cummings. “We’re excited to be a part of such a momentous occasion, held on the birthday weekend of one of the most celebrated men in our history, and we’re thrilled that West Cary Group was able to support us in our endeavor.”
“West Cary Group takes a vested interest in supporting our community—especially in ways that enrich the lives of our young people,” says Moses Foster, President and CEO of West Cary Group. “And as an agency rooted in diversity, we value the opportunities we have to contribute to programs like MEGA Mentors, that seek to bolster the present and future success of our minority youth.”
MEGA Mentors needs you! If you have an interest in volunteering, fill out the application form on the program’s official site.
Moses Foster, President and CEO of West Cary Group, delivered the commencement address at the Virginia Commonwealth University (VCU) School of Mass Communications graduation ceremony on December 8. The function was held at the Greater Richmond Convention Center.
“Speaking at VCU’s commencement was an honor,” said Moses. “As the son of teachers, I was raised to appreciate the importance of higher learning. Now, as a Richmond resident, I’m invested in supporting and celebrating the educational achievements of our youth who are set to strengthen our community with their future leadership.”
During his address, Foster spoke about the rapidly transforming world of communication and stressed the importance of measurement in navigating the evolving marketing landscape. He also emphasized the important role the graduates will play in digital channels like social, mobile and web.
To get the full story, read the official press release here.
West Cary Group recently made a donation to the Chesterfield Public Education Foundation in sponsorship of its 2012 Bravo! Awards. The Bravo! Awards recognize the outstanding achievements of Chesterfield County public school alumni. This year’s awards celebration was held on November 15 at Richmond’s historic Jefferson Hotel. Rachal Hansen, Account Director, was on hand to represent West Cary Group.
“Our agency truly believes in investing in our community’s future,” explained Rachal. “It’s why we support Communities in Schools. It’s the reason we created the West Cary Group Scholarship for Creativity at the Visual Arts Center of Richmond and volunteer at Center events. We see our sponsorship of the Bravo! Awards as another way we can give back.”
At the ceremony, Vince Gilligan, 1985 graduate of L.C. Byrd and creator of the hit A&E TV show Breaking Bad, was honored with a Bravo! Award, along with five other Chesterfield County public school alumni. Gilligan spoke to the audience via satellite, and his mother accepted the award on his behalf. Lisa Schaffner, Public Relations & Marketing Director for the United Network for Organ Sharing and former Richmond TV news anchor, delivered the keynote speech.
Proceeds from the ceremony will go toward supporting the students and teachers of Chesterfield Public Schools in the form of grants from the Chesterfield Public Education Foundation. Established in 1989 by community and business leaders, the foundation is dedicated to securing and providing financial and intellectual resources to the public school system.
“The six people who were honored all found success in such a wide range of services and industries—surgical oncology, broadcasting, higher education,” said Rachal. “It was a great mix of professions. Attending the ceremony reinforced for me the idea that a solid educational foundation can open all kinds of doors.”
Note: The Chesterfield Public Education Foundation is now accepting nominations for its 2013 Bravo! Awards. For further details, go to the organization's offical site.