Business & Industry

How does a renowned consumer agency approach business-to-business and industry clients? By tempering our big consumer creativity into fresh thinking that resonates with B2B and customer audiences. We push our clients to convey a back story that sticks; to confidently express a POV worthy of an industry or category leader and to project a steady drumbeat of communication through traditional and social channels. Our team has applied these strategies to help corporate entities, non-profits and associations to make history, and to prepare for issues or threats on the horizon.

We’ve worked to enhance the reputations and visibility of Fortune 100 companies, strong category challengers and innovative start-ups. Our work has spanned executive thought leadership campaigns, employee and engagement campaigns, customer energizing outreach and press events that broke beyond vertical trades to reach national media and influencers.

Proponent Federal Credit Union

Issue: To enhance relationships with current members and to attract new, loyal members, Proponent Federal Credit Union asked Coyne to evaluate the essence of its brand for future marketing efforts.

Idea: Coyne laid the groundwork for impactful marketing efforts by evaluating the Proponent brand from the inside out.  Armed with secondary trend research and financial services data, the team interviewed key stakeholders, employees and current and prospective members to uncover the universal truths about Proponent.  Using a range of creative tools, the team tested the threshold of ideas that felt right and the concepts that were inconsistent with the brand vision.  With the confidence of this new grounding, Coyne created fresh new marketing plans, worthy of a company named “Proponent,” for the client’s priority products.  While the brand evaluation was underway, the credit union also asked the agency to execute its immediate Proponent Visa marketing program during the critical post-holiday period.  Concurrent to brand planning, the team rolled out fresh advertising creative, online and point-of-sale materials and direct mail.

Impact: The success of the Proponent marketing campaign will ultimately be determined by sign-ups and dollar volumes generated through member activity.  However, the preliminary Visa marketing yielded increased credit card acquisition rates compared to previous years.  The client’s new campaigns rolled out in Fall 2015, with new member recruitment taking place the following year. 

Embraces Past to Pave Future

Issue: To enhance relationships with current members and to attract new, loyal members, Proponent Federal Credit Union asked Coyne to evaluate the essence of its brand for future marketing efforts.

Idea: Coyne laid the groundwork for impactful marketing efforts by evaluating the Proponent brand from the inside out.  Armed with secondary trend research and financial services data, the team interviewed key stakeholders, employees and current and prospective members to uncover the universal truths about Proponent.  Using a range of creative tools, the team tested the threshold of ideas that felt right and the concepts that were inconsistent with the brand vision.  With the confidence of this new grounding, Coyne created fresh new marketing plans, worthy of a company named “Proponent,” for the client’s priority products.  While the brand evaluation was underway, the credit union also asked the agency to execute its immediate Proponent Visa marketing program during the critical post-holiday period.  Concurrent to brand planning, the team rolled out fresh advertising creative, online and point-of-sale materials and direct mail.

Impact: The success of the Proponent marketing campaign will ultimately be determined by sign-ups and dollar volumes generated through member activity.  However, the preliminary Visa marketing yielded increased credit card acquisition rates compared to previous years.  The client’s new campaigns rolled out in Fall 2015, with new member recruitment taking place the following year. 

CDK Global

Issue:  In a world full of data security breaches, CDK Global turned to Coyne to help introduce the automotive retail industry to its new SecurityFirst program, which features numerous enhancements designed to bolster client and customer data security.

Idea:  Coyne worked closely with CDK representatives on a number of initiatives to help set the stage for the launch of the SecurityFirst program, including developing consistent and concise messaging around both the issue of data security and how SecurityFirst addresses those issues; media training key CDK executives representing multiple divisions within the organization, including data security technology, marketing and sales; development of a core Q&A document along with a launch press release.  Coyne also helped to develop the overall strategy targeting key industry influencers and core media outlets serving the dealer network community.

Results:  Success will be measured based on a number of indicators, including feedback from automotive retail industry analysts; sentiment of media coverage within the dealer network community; and CDK customers understanding of how the new SecurityFirst program will benefit them and their consumers.     

CDK Asks, Is Your Data Safe?

Issue:  In a world full of data security breaches, CDK Global turned to Coyne to help introduce the automotive retail industry to its new SecurityFirst program, which features numerous enhancements designed to bolster client and customer data security.

Idea:  Coyne worked closely with CDK representatives on a number of initiatives to help set the stage for the launch of the SecurityFirst program, including developing consistent and concise messaging around both the issue of data security and how SecurityFirst addresses those issues; media training key CDK executives representing multiple divisions within the organization, including data security technology, marketing and sales; development of a core Q&A document along with a launch press release.  Coyne also helped to develop the overall strategy targeting key industry influencers and core media outlets serving the dealer network community.

Results:  Success will be measured based on a number of indicators, including feedback from automotive retail industry analysts; sentiment of media coverage within the dealer network community; and CDK customers understanding of how the new SecurityFirst program will benefit them and their consumers.     

VF Corporation

Issue: VF Corporation charged Coyne to help launch their new intranet site to more than 15,000 employees internationally. Part of the challenge was to create excitement, participation and connectivity between 15 independent-minded and operated brands under the VF Corporate umbrella, while infusing a spirit of inclusion as “One VF” in keeping to the independent spirit and work of the brands.

Idea: Coyne created a comprehensive internal communication program designed to build anticipation and make a splash on launch day. To build excitement, the team created a strategically scheduled series of communications including emails, intranet teaser ads and a special-delivery video message from the CEO. In addition, signage infiltrated all 17 offices both nationally and abroad with teaser cling posters, desk drops and a highly visual twelve-foot banner displayed on launch day in each brand office lobby. On launch day, each employee was greeted with a two-minute video featuring VF’s Sr. Digital Manager giving a high-level walk through of the new site, but with a charming and playful twist. He managed to wear outfits representing all of their 20+ brands in all different environments while never missing a beat.

Impact: The new intranet site for VF – the Loop – saw enormous day one traffic with thousands of employees visiting the site and viewing the video. The feedback has been overwhelmingly positive, with a flood of accolades pouring into the VF Corporate Communication team by global employees within all levels of the company. Ongoing engagement with the site during the first month was higher than expected and continues to grow with more employees connecting to share valuable content through the Corporation.

Getting Employees into the ‘Loop’ – Corporate Intranet Launch

Issue: VF Corporation charged Coyne to help launch their new intranet site to more than 15,000 employees internationally. Part of the challenge was to create excitement, participation and connectivity between 15 independent-minded and operated brands under the VF Corporate umbrella, while infusing a spirit of inclusion as “One VF” in keeping to the independent spirit and work of the brands.

Idea: Coyne created a comprehensive internal communication program designed to build anticipation and make a splash on launch day. To build excitement, the team created a strategically scheduled series of communications including emails, intranet teaser ads and a special-delivery video message from the CEO. In addition, signage infiltrated all 17 offices both nationally and abroad with teaser cling posters, desk drops and a highly visual twelve-foot banner displayed on launch day in each brand office lobby. On launch day, each employee was greeted with a two-minute video featuring VF’s Sr. Digital Manager giving a high-level walk through of the new site, but with a charming and playful twist. He managed to wear outfits representing all of their 20+ brands in all different environments while never missing a beat.

Impact: The new intranet site for VF – the Loop – saw enormous day one traffic with thousands of employees visiting the site and viewing the video. The feedback has been overwhelmingly positive, with a flood of accolades pouring into the VF Corporate Communication team by global employees within all levels of the company. Ongoing engagement with the site during the first month was higher than expected and continues to grow with more employees connecting to share valuable content through the Corporation.

DineTime

Issue: QSR Automations, the leader in restaurant kitchen technologies, sought to extend its ubiquity to the “front of house” with its DineTime guest management and marketing app. In Coyne’s ongoing role as an integrated marketing partner, the digital team was tasked with helping to boost trial conversions among independent restaurant owners via the DineTimeHost.com website.

Idea: With the traffic driving support of targeted display advertising and SEM campaigns, Coyne took a deep dive into DineTimeHost.com’s site analytics, researching user behavior and search activity among the target audience to extract language for search optimization. With these learnings in hand, Coyne recommended copy and meta data optimizations for DineTime’s web presence while working to hone in the paid search targeting. Once paid targeting was optimized, Coyne developed a landing page strategy to test calls to action and with the goal of identifying the best converting copy.

Impact: During the course of the campaign, DineTime sign-ups nearly doubled, with the website handling traffic from over 100,000 hyper-targeted impressions. A/B testing learnings generated over a 120% boost in click-through rate on the primary call to action and helped up the overall sign-up conversion rate by half, while boosting interactions with secondary page elements by 30%.

DineTime Host Search Engine Optimization, Paid Media Integration and A/B Testing

Issue: QSR Automations, the leader in restaurant kitchen technologies, sought to extend its ubiquity to the “front of house” with its DineTime guest management and marketing app. In Coyne’s ongoing role as an integrated marketing partner, the digital team was tasked with helping to boost trial conversions among independent restaurant owners via the DineTimeHost.com website.

Idea: With the traffic driving support of targeted display advertising and SEM campaigns, Coyne took a deep dive into DineTimeHost.com’s site analytics, researching user behavior and search activity among the target audience to extract language for search optimization. With these learnings in hand, Coyne recommended copy and meta data optimizations for DineTime’s web presence while working to hone in the paid search targeting. Once paid targeting was optimized, Coyne developed a landing page strategy to test calls to action and with the goal of identifying the best converting copy.

Impact: During the course of the campaign, DineTime sign-ups nearly doubled, with the website handling traffic from over 100,000 hyper-targeted impressions. A/B testing learnings generated over a 120% boost in click-through rate on the primary call to action and helped up the overall sign-up conversion rate by half, while boosting interactions with secondary page elements by 30%.

Sandvik Coromant

Issue: Sandvik Coromant tasked Coyne PR with developing and executing a media event to raise consumer awareness for the vital role the manufacturing industry plays in the U.S. economy.

Idea: Coyne PR conceptualized breaking the Guinness World Record for the World’s Largest Coin Mosaic to visually represent the manufacturing industry’s contribution of more than $65,000 per second to the U.S. economy. The mosaic image depicted a manufacturing worker holding a gear-framed globe highlighting North America. A set of rising bar graphs were included along the bottom of the mosaic with the words “Manufacturing Our Future” written across the top. The event concluded with a donation on behalf of Sandvik Coromant to The Manufacturing Institute to help identify, train and support the next generation of U.S. manufacturing talent.

Impact: The World’s Largest Coin Mosaic generated more than 1,150 media placements totaling more than 49 million media impressions. ABC and NBC Chicago affiliates captured footage on-site and Coyne secured a post-event interview for Sandvik Coromant executives with The Wall Street Journal. News of the world record-breaking masterpiece went national, appearing on ABC Network’s World News Now, FOX News, NBC News, Yahoo! News, Associated Press as well as Manufacturing.net, Craig’s Chicago Business Online and more.

World’s Largest Coin Mosaic Shows the Value of U.S. Manufacturing

Issue: Sandvik Coromant tasked Coyne PR with developing and executing a media event to raise consumer awareness for the vital role the manufacturing industry plays in the U.S. economy.

Idea: Coyne PR conceptualized breaking the Guinness World Record for the World’s Largest Coin Mosaic to visually represent the manufacturing industry’s contribution of more than $65,000 per second to the U.S. economy. The mosaic image depicted a manufacturing worker holding a gear-framed globe highlighting North America. A set of rising bar graphs were included along the bottom of the mosaic with the words “Manufacturing Our Future” written across the top. The event concluded with a donation on behalf of Sandvik Coromant to The Manufacturing Institute to help identify, train and support the next generation of U.S. manufacturing talent.

Impact: The World’s Largest Coin Mosaic generated more than 1,150 media placements totaling more than 49 million media impressions. ABC and NBC Chicago affiliates captured footage on-site and Coyne secured a post-event interview for Sandvik Coromant executives with The Wall Street Journal. News of the world record-breaking masterpiece went national, appearing on ABC Network’s World News Now, FOX News, NBC News, Yahoo! News, Associated Press as well as Manufacturing.net, Craig’s Chicago Business Online and more.

GE Water & Process Technologies

Issue: Across the world, GE Water helps industrial customers - including utilities, municipalities, refineries, breweries and manufacturing plants - solve their greatest water and process challenges, all against a backdrop of notably stricter federal environmental regulations and a worldwide water crisis. These emerging challenges created an opportunity for GE Water to advance the brand’s recognition as an innovator in water process technology, and Coyne was tapped to enhance the brand’s social footprint and increase its recognition among its competitors.

Idea: A Coyne social media listening analysis revealed that GE Water’s target audience – plant managers, water engineers and municipalities – are highly mobile, oftentimes working in the field.  As a result, they often consume content that is visual short-form, despite the technical nature of their profession. Coyne took complex water-related topics and converted into “snackable” and interactive content, including Google Hangouts, Twitter chats, interactive quizzes, informative infographics and “Did You Know?” posts, with a heavy presence on Twitter and LinkedIn.

Impact: Since implementing the strategy, the brand saw an exponential increase in its follower base, engagement rate and customer interactions on Twitter and LinkedIn.  On Twitter, the brand saw a 66% increase in followers and an increase in monthly engagement, exceeding 900%. On LinkedIn, GE Water received a 407% jump in new followers and a nine-fold increase in monthly engagement.  

The Environment is Truly Social for GE Water

Issue: Across the world, GE Water helps industrial customers - including utilities, municipalities, refineries, breweries and manufacturing plants - solve their greatest water and process challenges, all against a backdrop of notably stricter federal environmental regulations and a worldwide water crisis. These emerging challenges created an opportunity for GE Water to advance the brand’s recognition as an innovator in water process technology, and Coyne was tapped to enhance the brand’s social footprint and increase its recognition among its competitors.

Idea: A Coyne social media listening analysis revealed that GE Water’s target audience – plant managers, water engineers and municipalities – are highly mobile, oftentimes working in the field.  As a result, they often consume content that is visual short-form, despite the technical nature of their profession. Coyne took complex water-related topics and converted into “snackable” and interactive content, including Google Hangouts, Twitter chats, interactive quizzes, informative infographics and “Did You Know?” posts, with a heavy presence on Twitter and LinkedIn.

Impact: Since implementing the strategy, the brand saw an exponential increase in its follower base, engagement rate and customer interactions on Twitter and LinkedIn.  On Twitter, the brand saw a 66% increase in followers and an increase in monthly engagement, exceeding 900%. On LinkedIn, GE Water received a 407% jump in new followers and a nine-fold increase in monthly engagement.  

Sealed Air Corporation

Issue: Each year, Sealed Air Corporation, the makers of Bubble Wrap® Brand Cushioning, look to Coyne PR to support their annual Bubble Wrap® Appreciation Day, a holiday when the world celebrates the fun side of a material that has protected billions of products for more than 50 years.

Idea: For the past five+ years, Coyne PR has been tasked with developing ideas that encapsulate the fun, creative spirit of Bubble Wrap Brand Cushioning. When developing annual concepts, the goal is focused on generating national buzz while the reinforcing the one and only Sealed Air original Bubble Wrap brand. From celebrating with a golden celebration of 50th Birthday with customized Bubble Wrap with specially designed birthday cakes complete with ‘gold’ Bubble Wrap, to setting a Guinness World Record for “The Most People Popping Bubble Wrap at One Time,” Coyne has generated massive media coverage for Sealed Air and their Bubble Wrap Brand Cushioning.

Impact: Delivering results relevant to the specific needs each of the past five years, Coyne PR has taken local market events national, created national buzz and engaged new audiences. The Coyne team has landed national stories on Good Morning America, CNN, FOX News, Jimmy Kimmel Live, the Tonight Show with Jay Leno, FOX & Friends, NBC’s Today Show, ABC World News Now, CNBC, FOX Business, Reuters, MarketWatch Radio, NPR to name a few, as well as broadcast segments in Canada, China, among other countries. Over the years, Coyne has generated thousands of media placements, billions of media impressions and millions of dollars in advertising value making the Annual Bubble Wrap Appreciation Day initiative a massive success for Sealed Air Corporation.  

Bubble Wrap Appreciation Day

Issue: Each year, Sealed Air Corporation, the makers of Bubble Wrap® Brand Cushioning, look to Coyne PR to support their annual Bubble Wrap® Appreciation Day, a holiday when the world celebrates the fun side of a material that has protected billions of products for more than 50 years.

Idea: For the past five+ years, Coyne PR has been tasked with developing ideas that encapsulate the fun, creative spirit of Bubble Wrap Brand Cushioning. When developing annual concepts, the goal is focused on generating national buzz while the reinforcing the one and only Sealed Air original Bubble Wrap brand. From celebrating with a golden celebration of 50th Birthday with customized Bubble Wrap with specially designed birthday cakes complete with ‘gold’ Bubble Wrap, to setting a Guinness World Record for “The Most People Popping Bubble Wrap at One Time,” Coyne has generated massive media coverage for Sealed Air and their Bubble Wrap Brand Cushioning.

Impact: Delivering results relevant to the specific needs each of the past five years, Coyne PR has taken local market events national, created national buzz and engaged new audiences. The Coyne team has landed national stories on Good Morning America, CNN, FOX News, Jimmy Kimmel Live, the Tonight Show with Jay Leno, FOX & Friends, NBC’s Today Show, ABC World News Now, CNBC, FOX Business, Reuters, MarketWatch Radio, NPR to name a few, as well as broadcast segments in Canada, China, among other countries. Over the years, Coyne has generated thousands of media placements, billions of media impressions and millions of dollars in advertising value making the Annual Bubble Wrap Appreciation Day initiative a massive success for Sealed Air Corporation.  

Shell Lubricants & the American Petroleum Institute

Issue: Shell Lubricants and The American Petroleum Institute (API) looked to Coyne to help design, develop and implement a campaign that would raise both consumer and trade awareness about the vital role high-quality motor oil plays in helping maximize engine life and performance.

Idea: Coyne designed, developed and launched a multi-channel plan designed to help influence all key constituencies, including a broad consumer outreach effort to engage consumers and prove to the industry that if they would support it, consumers would follow. The integrated plan combined PR, digital and social efforts through a strategy focused on sustaining momentum and peaking efforts when it made most sense for garnering maximum consumer attention. 

Impact: The MOM program is proving to be a welcome and effective consumer resource. Educational tools, developed as a result of our efforts, are influencing potential trade customers to take notice and consider MOM an important initiative that will help serve and grow their business. Ongoing PR efforts have driven more than 75 million impressions, while the blogger/influencer specific program added close to 12 million consumer impressions with thousands of retweets, hundreds of influencer blog posts and thousands of clicks to the social channels and MOM website. The search and paid efforts added more than 46 million impressions including close to 200,000 website views and more than a 500% increase in search engine directed visits. Social continues to gain momentum through our consistent content strategy and execution of strategic promotions with close to 13,000 likes, 38 million page impressions and nearly 3,000 Twitter followers.

Motor Oil Matters

Issue: Shell Lubricants and The American Petroleum Institute (API) looked to Coyne to help design, develop and implement a campaign that would raise both consumer and trade awareness about the vital role high-quality motor oil plays in helping maximize engine life and performance.

Idea: Coyne designed, developed and launched a multi-channel plan designed to help influence all key constituencies, including a broad consumer outreach effort to engage consumers and prove to the industry that if they would support it, consumers would follow. The integrated plan combined PR, digital and social efforts through a strategy focused on sustaining momentum and peaking efforts when it made most sense for garnering maximum consumer attention. 

Impact: The MOM program is proving to be a welcome and effective consumer resource. Educational tools, developed as a result of our efforts, are influencing potential trade customers to take notice and consider MOM an important initiative that will help serve and grow their business. Ongoing PR efforts have driven more than 75 million impressions, while the blogger/influencer specific program added close to 12 million consumer impressions with thousands of retweets, hundreds of influencer blog posts and thousands of clicks to the social channels and MOM website. The search and paid efforts added more than 46 million impressions including close to 200,000 website views and more than a 500% increase in search engine directed visits. Social continues to gain momentum through our consistent content strategy and execution of strategic promotions with close to 13,000 likes, 38 million page impressions and nearly 3,000 Twitter followers.

UPS

Issue: UPS has a mature sustainability program spanning its global operations. With the UPS investment in sustainability increasing, the company sought assistance from Coyne PR with conception, development and execution of a PR strategy to maximize the business and visibility of UPS’ global sustainability efforts in the marketplace, environment, workplace and community.

Idea: Coyne’s objective was to create a community of UPS sustainability advocates and elevate the company as a global leader in the eyes of customers, consumers, sustainability experts, NGOs and governmental organizations. Coyne leveraged the UPS Sustainability Report for thought leadership opportunities and created a News Bureau to pursue proactive and reactive editorial opportunities. Coyne also activated creative thinking to promote UPS’ sustainability achievements in key digital and social media.

Impact: In less than two months, Coyne successfully placed bylined articles with Reuters, CR Magazine, NGTNews.com, Solar Industry Magazine, Biofuels Journal and The Work Style Magazine.  Coyne also arranged interviews with key UPS sustainability experts in the Clean Energy Report and with numerous mainstream media environmental reporters to plug experts into hot button issues to stay ahead of the news curve. 

Sustainability as a Core Competency

Issue: UPS has a mature sustainability program spanning its global operations. With the UPS investment in sustainability increasing, the company sought assistance from Coyne PR with conception, development and execution of a PR strategy to maximize the business and visibility of UPS’ global sustainability efforts in the marketplace, environment, workplace and community.

Idea: Coyne’s objective was to create a community of UPS sustainability advocates and elevate the company as a global leader in the eyes of customers, consumers, sustainability experts, NGOs and governmental organizations. Coyne leveraged the UPS Sustainability Report for thought leadership opportunities and created a News Bureau to pursue proactive and reactive editorial opportunities. Coyne also activated creative thinking to promote UPS’ sustainability achievements in key digital and social media.

Impact: In less than two months, Coyne successfully placed bylined articles with Reuters, CR Magazine, NGTNews.com, Solar Industry Magazine, Biofuels Journal and The Work Style Magazine.  Coyne also arranged interviews with key UPS sustainability experts in the Clean Energy Report and with numerous mainstream media environmental reporters to plug experts into hot button issues to stay ahead of the news curve. 

Sealed Air Corporation

Issue: Sealed Air Corporation, parent company of Bubble Wrap, challenged Coyne PR to develop a platform and assets to support its sustainability initiative as a cornerstone of its business strategy.

Idea: Coyne PR developed a comprehensive brand campaign called SmartLife that included visual identity, digital ecosystem creation and digital content and engagement drivers to draw employees, customers and consumers into the brand environment and messaging, and integrated with its existing online assets.

Impact: The SmartLife campaign and elements, initially developed in the U.S., have since been adopted globally and has been seamlessly integrated across all online corporate platforms.

Digitizing the SmartLife for Sealed Air

Issue: Sealed Air Corporation, parent company of Bubble Wrap, challenged Coyne PR to develop a platform and assets to support its sustainability initiative as a cornerstone of its business strategy.

Idea: Coyne PR developed a comprehensive brand campaign called SmartLife that included visual identity, digital ecosystem creation and digital content and engagement drivers to draw employees, customers and consumers into the brand environment and messaging, and integrated with its existing online assets.

Impact: The SmartLife campaign and elements, initially developed in the U.S., have since been adopted globally and has been seamlessly integrated across all online corporate platforms.

Sealed Air Corporation

Issue: In celebration of Bubble Wrap’s 50th anniversary, the brand challenged Coyne PR to package-up a campaign that would create a widespread pop of national consumer media exposure.

Idea: In an effort to create an interesting news hook for the big announcement, the team worked with Sealed Air Corporation to develop a limited run of special gold Bubble Wrap for the anniversary. The team created media buzz for the “pop”ular brand’s birthday by sending out a creative mailer to top broadcast, print and online outlets, consisting of a two-tiered Bubble Wrap cake and gold Bubble Wrap. Morning shows in the top 70 markets were the target for extensive outreach promoting the iconic birthday with fun ideas on how to celebrate on-air. A B-roll package distributed throughout the birthday complemented the extensive media efforts and featured factory footage of the gold Bubble Wrap being developed, people de-stressing, packing fragile items and more.

Impact: An AP-TV segment fueled international excitement for the 50th birthday of Bubble Wrap spurring worldwide coverage including CNN Europe and China National TV, and resulted in huge online buzz becoming a top-five search term on the Yahoo! home page. The creative mailer proved to be successful with every New York morning show as well as stations in Cleveland, Boston, Chicago, Sacramento, and Tampa, among others, celebrating the 50th anniversary in some very crazy ways. In total, the campaign resulted in 1,230 hits garnering more than 680 million consumer impressions.

Bubble Wrap's 50th Anniversary

Issue: In celebration of Bubble Wrap’s 50th anniversary, the brand challenged Coyne PR to package-up a campaign that would create a widespread pop of national consumer media exposure.

Idea: In an effort to create an interesting news hook for the big announcement, the team worked with Sealed Air Corporation to develop a limited run of special gold Bubble Wrap for the anniversary. The team created media buzz for the “pop”ular brand’s birthday by sending out a creative mailer to top broadcast, print and online outlets, consisting of a two-tiered Bubble Wrap cake and gold Bubble Wrap. Morning shows in the top 70 markets were the target for extensive outreach promoting the iconic birthday with fun ideas on how to celebrate on-air. A B-roll package distributed throughout the birthday complemented the extensive media efforts and featured factory footage of the gold Bubble Wrap being developed, people de-stressing, packing fragile items and more.

Impact: An AP-TV segment fueled international excitement for the 50th birthday of Bubble Wrap spurring worldwide coverage including CNN Europe and China National TV, and resulted in huge online buzz becoming a top-five search term on the Yahoo! home page. The creative mailer proved to be successful with every New York morning show as well as stations in Cleveland, Boston, Chicago, Sacramento, and Tampa, among others, celebrating the 50th anniversary in some very crazy ways. In total, the campaign resulted in 1,230 hits garnering more than 680 million consumer impressions.

Pennzoil

Issue: Pennzoil, a brand that has been taking checkered flags since the 1930’s, wanted to leave the competition in the dust in select race markets during the year, so it turned to Coyne PR to come up with a program to leverage its motorsports sponsorship and maximize exposure for key retailer Jiffy Lube. 

Idea: Coyne PR conceived and implemented the Pennzoil Change for Charity, a best-of-class proprietary charity fund raising event teaming up a top NASCAR driver with employees of the local Jiffy Lube in a race against the clock to break the world record for the most oil changes performed in one hour.

Impact: The event was a huge success setting a record 120 oil changes in one hour – and raising nearly $7,000for the local charities. In market media coverage was widespread with more than 20 broadcast segments and numerous stories ran all week in the Indianapolis Star and weekly papers, plus nationwide coverage included ESPN’s “Sports Center” and an AP photo that ran in papers across the country.

Change for Charity

Issue: Pennzoil, a brand that has been taking checkered flags since the 1930’s, wanted to leave the competition in the dust in select race markets during the year, so it turned to Coyne PR to come up with a program to leverage its motorsports sponsorship and maximize exposure for key retailer Jiffy Lube. 

Idea: Coyne PR conceived and implemented the Pennzoil Change for Charity, a best-of-class proprietary charity fund raising event teaming up a top NASCAR driver with employees of the local Jiffy Lube in a race against the clock to break the world record for the most oil changes performed in one hour.

Impact: The event was a huge success setting a record 120 oil changes in one hour – and raising nearly $7,000for the local charities. In market media coverage was widespread with more than 20 broadcast segments and numerous stories ran all week in the Indianapolis Star and weekly papers, plus nationwide coverage included ESPN’s “Sports Center” and an AP photo that ran in papers across the country.

Seventh Generation

Issue: As AOR for Seventh Generation, Coyne PR was challenged to create buzz and raise awareness for the brand’s catalog of products, with a focus on disinfectants, chlorine-free baby diapers, laundry products and hand wash.

Idea: The team supported programs including the launch of SVG’s Health eHome platform on WebMD, the Million Baby Crawl for toxic chemical reform, the Let’s Talk Period campaign that generated awareness for ovarian cancer, the debut of packaging made from 96 percent post-consumer recycled content, the brand’s sustainable Palm Oil Symposium and live webcast announcing SVG’s commitment to use sustainable palm oil, the brand’s announcement that SVG products would be sold in Walmart and the first national broadcast advertising campaign, Protecting Planet Home.
 
Impact:
In a little over two years, Coyne PR secured nearly half a billion media impressions for Seventh Generation, generating an average of 13 placements a day. Additionally, sales of Seventh Generation rebounded to “solid double-digit growth.”

Agency of Record

Issue: As AOR for Seventh Generation, Coyne PR was challenged to create buzz and raise awareness for the brand’s catalog of products, with a focus on disinfectants, chlorine-free baby diapers, laundry products and hand wash.

Idea: The team supported programs including the launch of SVG’s Health eHome platform on WebMD, the Million Baby Crawl for toxic chemical reform, the Let’s Talk Period campaign that generated awareness for ovarian cancer, the debut of packaging made from 96 percent post-consumer recycled content, the brand’s sustainable Palm Oil Symposium and live webcast announcing SVG’s commitment to use sustainable palm oil, the brand’s announcement that SVG products would be sold in Walmart and the first national broadcast advertising campaign, Protecting Planet Home.
 
Impact:
In a little over two years, Coyne PR secured nearly half a billion media impressions for Seventh Generation, generating an average of 13 placements a day. Additionally, sales of Seventh Generation rebounded to “solid double-digit growth.”

Penn Medicine

Issue: Penn Medicine turned to Coyne PR to gain a better understanding of the social media landscape and venture into the field, while being mindful of privacy, ownership and content.

Idea: Penn Medicine sought to put a bulls-eye around under-leveraged areas that could be owned solely by Penn Medicine. The means to gaining this knowledge was the execution of an in-depth social media audit of Penn Medicine’s competitors, including Johns Hopkins Medicine, Duke Medicine and Stanford Medicine.  The Coyne team would assess a range of offerings, including Facebook pages, Twitter feeds, YouTube channels, blogs, RSS feeds, e-newsletters, institutional web sites and online magazines. 

Impact: The Coyne team produced a detailed report, which assessed and summarized the social media offerings of seven academic medical centers, with a specific eye toward the tone, frequency, engagement and inter-dependence that each channel provided.  In addition to providing perspective on each center independently, the report also provided a cross-academic center analysis of how each institution stacked up against each other within a given channel.  Lastly, the report provided a snapshot of areas in which no center had a substantial footprint to date, thus an opportunity for Penn to stand out.  

Assessing the Social Media Landscape of the Nation’s Top Academic Medical Centers

Issue: Penn Medicine turned to Coyne PR to gain a better understanding of the social media landscape and venture into the field, while being mindful of privacy, ownership and content.

Idea: Penn Medicine sought to put a bulls-eye around under-leveraged areas that could be owned solely by Penn Medicine. The means to gaining this knowledge was the execution of an in-depth social media audit of Penn Medicine’s competitors, including Johns Hopkins Medicine, Duke Medicine and Stanford Medicine.  The Coyne team would assess a range of offerings, including Facebook pages, Twitter feeds, YouTube channels, blogs, RSS feeds, e-newsletters, institutional web sites and online magazines. 

Impact: The Coyne team produced a detailed report, which assessed and summarized the social media offerings of seven academic medical centers, with a specific eye toward the tone, frequency, engagement and inter-dependence that each channel provided.  In addition to providing perspective on each center independently, the report also provided a cross-academic center analysis of how each institution stacked up against each other within a given channel.  Lastly, the report provided a snapshot of areas in which no center had a substantial footprint to date, thus an opportunity for Penn to stand out.  


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The Business & Industry Leadership Team


client experience
  • BASF
  • Bubble Wrap
  • GE Water & Process Technologies
  • LifeStraw
  • Offer IQ
  • Sandvik Coromant
  • Sealed Air Corporation
  • Seventh Generation
  • Stanley Steemer
  • UPS
  • Vestergaard
  • Woolite