Vollrath Associates

digital pr and new media case studies top image

Digital Pr and New Media Case Studies

digital pr and new media headline

“Turning social connections into business growth.”

 

Wil-Kil Pest Control

Digital PR & New Media

Situation
Wil-Kil Pest Control, Wisconsin’s largest pest management company, provides quality pest management for residential and commercial clients throughout the Upper Midwest. With a solid foundation in the commercial industry, Wil-Kil wanted to expand awareness for its residential business by serving as an educational resource for homeowners across the company’s service areas.
 
In order to effectively connect and engage with the target audience, Wil-Kil turned to Vollrath Associates for help managing its social media accounts.
 
Challenge
Vollrath Associates was challenged to build up the company’s following on both Facebook and Twitter, engage with users and share content that is fun and informative to position the company as a resource and a leader in the pest management industry.
 
Results
By creating strategic and timely posts, Vollrath Associates was able to share important pest prevention information, fun facts and photos with Wil-Kil’s targeted residential and commercial audience. Through the use of calculated Facebook ads, contests and promotions, Vollrath Associates connected with residents throughout the company’s service areas, established Wil-Kil as an industry leader and positioned the company as a reliable educational resource. The brand was also humanized through regular features such as “Get to know your tech Tuesday” and updates from the field, providing a face to a company known for protection, but sometimes clouded by fear due to the nature of the industry.
 
Within the first six months of Vollrath Associates taking over, Wil-Kil has gained over 70 fans on Facebook and more than 130 followers on Twitter. Fan engagement on both outlets has steadily increased as fans become more immersed in the Wil-Kil brand and rely on the company for valuable information.
 
Wil-Kil’s social media accounts provide an opportunity for customers and fans to interact with the brand and develop a relationship that goes beyond client and service provider. This addition to Wil-Kil’s PR efforts is proving to be incredibly valuable in terms of positioning the company as a resource in the industry and creating an outlet for interaction with current and potential customers.

 

Festa Italiana

Digital PR & New Media

Situation

In the summer of 2014, Festa Italiana celebrated its 37th anniversary, making it Milwaukee’s oldest ethnic festival and the largest Italian festival of its kind in the country. Every year, Festa Italiana attracts 60-75,000+ people to the lakefront for a three-day celebration of food, entertainment, cultural attractions and the best fireworks in Milwaukee.
 
Challenge

In tandem with our public relations and marketing efforts, Vollrath Associates was challenged to use social networking sites including Facebook and Twitter to keep fans informed, interested and excited for Festa Italiana 2014. Goals included growing the fan bases for each account, increasing the overall reach for each platform, and raising the level of engagement by creating conversations among fans, sponsors, organizers and performers.
 
Results

Facebook proved to be a key platform to reach Festa fans. Vollrath Associates created a specific content calendar and scheduled weekly updates to be posted to Facebook. In addition to these updates, Facebook was also used for more strategic activities, such as targeted Facebook ads and posts paired with custom-designed graphics to promote entertainment, food, admission deals, sponsors, the mobile app and more.  Working alongside the food committee, we created videos which highlighted some of the delicious food offerings at Festa, giving fans a behind-the-scenes preview of the festival. Facebook also served as the platform for Festa Italiana ticket giveaways. Two Facebook contests were created: the “Four Days of Festa Giveaways” to help reach 10,000 fans, as well as the “Show Us Your Italian Photo Contest” to reward fans for sharing their love of Festa by posting photos.
 
Facebook activities resulted in:

  • Increase in fans by 1,717+
  • Ads led to 500+ new fans, created 79,000+ impressions and led to nearly 3,000 paid and organic engagements
  • Contests led to 750+ new fans and created 15,000+ impressions among current and potential fans
  • Successful cross-promotion with media, bloggers, festival partners and sponsors increased overall reach for the platform

 
Vollrath Associates also used Twitter to provide festivalgoers with live updates on entertainment, new attractions, festival promotions and ticket giveaways. Using Twitter, we were able to deliver live updates from the festival grounds, promote media appearance and special events, and track the #FestaMKE hashtag to monitor conversations about event. Through regular tweets, mentions and retweets, Twitter was an especially effective way to ask and answer questions, gauge excitement and keep followers informed.
 
Twitter activities resulted in:

  • Increase in followers by 220
  • Pre-event: reached 100,000+ accounts and created 300,000+ impressions
  • Event weekend: reached 67,600+ accounts and created 91,000+ impressions
  • #FestaMKE hashtag reached 21,000+ accounts and created 47,000+ impressions
  • Successful cross promotion with media, bloggers, festival partners and sponsors increased overall reach for the platform

 
Overall, both Facebook and Twitter proved to be effective platforms to engage festivalgoers and the Milwaukee community, allowing them to voice their opinions and give valuable feedback, while also providing them with live updates and coverage of events post-opportunity.

 

 

 

Ma Baensch

Digital PR & New Media

Situation

Baensch Foods Products Co. packs premium Atlantic herring from Nova Scotia under the Ma Baensch brand.  Founded in 1932, the company continues to use the original family recipes for its herring fillets marinated in wine sauce or sour cream and chives.  Headquartered in Milwaukee, Wisconsin, Baensch Foods is a member of the National Fisheries Institute and is kosher certified through the Chicago Rabbinical Council.

 

Challenge

Vollrath Associates was challenged to engage with Ma Baensch fans, increase brand awareness and build customer loyalty through digital communications.

 

Results

Vollrath Associates created the Ma Baensch Facebook page in October 2012 to involve fans with the brand and spark a conversation. In just a few short months, we have created a comprehensive and informative page, including information about the product, photos and recipes provided by Kim Wall, owner of the company and a seafood expert. The Ma Baensch Facebook page has brought in over 100 fans in its first few months of implementation. Fan involvement on the page has steadily increased, as consumers have turned to Facebook as a resource for interesting and useful information, as well as delicious herring recipes. The Facebook page has established a great social media presence for Ma Baensch and provides a simple way for herring lovers to connect with their beloved brand.

 

 

 

Milwaukee Air & Water Show

Digital PR & New Media

Situation

From its grassroots beginnings in 2002, the Milwaukee Air & Water Show has grown into one of Milwaukee’s most anticipated summer events, providing a substantial economic impact to the region’s local economy and a source of entertainment for the entire family. Since its partnership with the air show began in 2010, Vollrath Associates has been instrumental in the event’s continued growth and success, including its social media presence.

 

Due to unfortunate weather circumstances, including a dense fog and deteriorating visibility along the lakefront, the air portion of the 2014 Milwaukee Air & Water Show was unable to perform on both Saturday, June 21 and Sunday, June 22. This situation shocked, angered and saddened a vocal majority of the Milwaukee community, who then turned to social media to voice concerns.

 

Challenge

Vollrath Associates was challenged to keep air show attendees and Milwaukee residents informed on the current flying situation, respond to questions received via Twitter and Facebook and maintain an overall positive air show presence online.

 

Results

By taking the time to review and respond to each tweet and Facebook post with up-to-the minute information, Vollrath Associates was able to reduce uncertainty and provide consistent updates to air show attendees and Milwaukee residents, as well as provide a personalized element to air show social media. In addition to interacting with users, Vollrath Associates also led online conversations by posting weather updates and photos from the lakefront showing current conditions. Finally, Vollrath Associates utilized the announcement PA system set up along the lakefront to play music while attendees were waiting on the possibility of the show beginning. Using Twitter, Vollrath Associates took requests for music centered on “sun” or “sunshine” to lighten the mood online and on the grounds, and perhaps coax out the sun.

 

After Sunday’s show was officially cancelled by air show officials, we continued to respond to criticisms. Although the public was frustrated by the weather conditions, a strong majority of commenters agreed that the consistent, timely communication had resolved the situation as best as possible.