Case Studies

Selected works of Jackson Wightman

www.jacksonwightman.com

Table of Contents

• Slides 3-14: PR and digital

• Slides 15-19: Community driven marketing

• Slides 20-32: Guerrilla Marketing/launches

A case study on PR and digital

Background•Urban general store in Montreal, QC•Stocks primarily natural/organic products made in Quebec•Opened June 10, 2010

The challenge: drive sales with PR, social media and virtually no

budget

Nuts and bolts of a 6 month PR campaign that has been all about giving before asking:

1. Listening• No previous experience with foodie, enviro media• Listened for 3 months before talking

2. Influencer outreach via social media • Commenting on blogs• Sharing influencers content via social media• Engagement via social media

3. Media launch at store• An info session with producers of organic products

4. Tailored media pitches to bloggers and journos5. Publishing and curating content on two blogs

• Made Here: biz blog • Ici et here: group blog project on the interplay of food and life

in Montreal

The campaign is going well. The Globe and Mail was impressed enough to profile FAIT ICI’s digital efforts:

What the Globe said:•“Mr. Wightman has a strong background in PR, and it is clear that he is both thoughtful and very passionate about Fait Ici’s mission and digital strategy.”

•“Ms. Davis and Mr. Wightman have paired the store’s unique offering with a powerful digital strategy that has propelled the new company forward almost immediately.”

• “Through their blogging, Mr. Wightman and Ms. Davis have garnered media attention, increased their traffic both online and in the store, but most importantly – they haven’t just reached out and advertised to their community, they have become a valuable part of it.”

FAIT ICI got some other press too: Over 25 media placements in 6 months

In fact, the FAIT ICI PR campaign has gone so well, that people have

hired me to speak about it

I also took a stab at launching a group blog sponsored by FAIT ICI:

What is Ici et here?

• A group blog with a fixed lifespan, sponsored by FAIT ICI•Topics range, but all under the rubric of “the interplay of food and life in Montreal”•52 posts in 52 weeks by 52 people (and some bonus content)•Who posts? • Influencers: food bloggers, chefs, ex-Montrealers, journalists, a

Hollywood actresse, a NY Times best selling author (and my Mom and Dad)

• Anyone with cool takes on the broad subject• Some posts in French, some in English•Why?• Give back to the community• Bringing influencers into FAIT ICI’s sphere• Establish FAIT ICI as a thought leader in this space• Earned media (PR campaign is about to begin)

While correlation is not causality, the great news is that FAIT ICI was a profitable business after 2 months of

operation

A case study on community driven marketing

The Challenge:

1. Design a peer to peer marketing campaign to drive registrations and $$$ for this charity event in 4 different markets across Canada

2. Use PR, email marketing, social media to realize business goals with NO paid media budget

Nuts and bolts of Gear Up DayAsk community to:1. Wear a piece of cycling gear that day2. Register if not registered already3. If registered, commit to registering AT LEAST one other person

• We produced collateral to help people with this goal4. Post updates using a pre-designed social media we gave people5. Send us photos of your Gear Up Day

Ask media to: 6. BEFORE OCT 6: Talk about GUP Day on air, in print/digital7. ON OCT 6: Cover it if we could produce a relevant opportunity

Results• Single biggest day of registrations in company history• 400% more registrations than the previous record• Tens of thousands of dollars worth of earned media

$1.5 million in business in ONE DAY – A RECORD FOR

THIS EVENT

Case studies on guerrilla marketing

Case 1

The Challenge:

1.Create a visually compelling media moment in 6 cities at the same time

2.Drive home the message that 1 in 9 Canadian women is diagnosed with breast cancer

3.Generate earned media coverage for clients

4.Total budget: $3000 for all 6 cities (i.e. – almost nothing)

We decided to stage ballet performances in high traffic areas in the 6 cities.

In each city, 27 ballerinas performed.

To emphasize the 1 in 9 women diagnosed with breast cancer, 3 of the 27 wore pink tutus

Coverage

Case 2

The Challenge:

1.Create a visually compelling media moment in 4 cities at the same time

2.Generate earned media coverage for clients

3.Do this on a small budget ($2000 per market)

The response: get large groups to ‘make like the logo’

at iconic locations across Canada

Coverage