SOLID, FRESH IDEAS

The Latest From RockOrange

How RockOrange Built Buzz for Bloomin’ Brands Loyalty Program

The Job

Last year RockOrange was engaged by Bloomin’ Brands, one of the world’s largest fast, casual dining companies to launch Dine Rewards®, the first nationwide loyalty program to offer rewards across the brands’ multiple restaurant concepts including Outback Steakhouse, Carrabba’s Italian Grill®, Bonefish Grill and Fleming’s Prime Steakhouse & Wine Bar.

The Fresh Ideas

RockOrange designed an integrated marketing communications program to drive awareness of and sign ups to the loyalty program through a series of cross-channel media and consumer facing activations including:

  • a content-rich PR Newswire landing page featuring infographics and videos alongside the launch press release
  • a 15 second digital advertisement on the Thomson Reuters building in Times Square
  • a national promotion with ABC’s Live with Kelly that ran during the week of the loyalty program launch and offered a $500 Dine Rewards prize for the show’s “Drive Me Wild” web trivia contest
  • multiple local radio promotions in key Bloomin’ Brands markets with stations including Miami’s Y100, Charlotte’s Channel 96.1, Atlanta’s KISS 104.1 and Jacksonville’s 1 WAPE
  • local blogger activations

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The Solid Results

The combination of activity worked. The day the press release was released, on July 19, 2016, more than 100,000 sign-ups to the Dine Rewards loyalty program were generated. Two weeks later, more than 800,000 members had enrolled, and by October that number had doubled to more than 1.6 million members.

The activity produced 165 articles in online and print publications in the first month alone, including Mobile Commerce Daily, the Tampa Bay Business Journal, Loyalty 360, National Restaurant News and FSR magazine, generating 143,638,295 impressions with an equivalent ad value of $3,320,605.

Social sentiment over the same time period was 100 percent positive with 4,506 mentions and 4,452 posts on social media generating more than 22 million impressions.

 

RockOrange Looks Back at the Highs and Highs of 2016

It’s finally here: 2017 has landed and those of us at RockOrange are filled with a renewed sense of hope, optimism and eager anticipation for what promises to be our biggest year yet!

But we aren’t exactly glad to see 2016 go—although a lot of people are. For us, it was a formative year. We capped off 2016 being named a Top Place to Work in PR by PRNews, which was a huge recognition (even though we’ve known it for years). We also won honors from Bulldog Reporter who awarded us Bronze in the category of ‘Best Use of Digital/Social for Cause/Advocacy/Corporate Social Responsibility’ for the digital work we executed on behalf of Miami’s Zoological Wildlife Foundation (ZWF) and from PR News, who awarded our campaign that launched the Thalia Sodi fashion line at Macy’s top spot in the ‘Facebook PR Campaign’ category in the publication’s annual Social Media Awards. We were also recognized as part of the team behind the award-winning McWhopper campaign at the 2016 Cannes Lions Festival.

Beyond the hardware, we bolstered our business last year by working with some inspiring new client partners, including launching Bloomin’ Brands Dine Rewards and the new American Museum of the Cuban Diaspora. We creatively introduced multiple Kitchen Aid products to Latin America, and elevated brands such as Red Robin Gourmet Burgers & Brews, Millennium Hotels & Resorts, Casa de Campo, Grand Hyatt Playa del Carmen, Planet Fitness, XtendBarre and Capillus.

We’ve also expanded our scope of work with our friends over at Driven Brands, Maaco, Meineke and Restaurant Services International, and have continued our longstanding relationship with Burger King. These client partners, new and old, have put their faith in us, and we’re excited to continue our great work together.

What else were we up to in 2016? Oh, not much… Only opening our own 17,000 square foot creative campus in the heart of Little Havana!

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With a buzzing mezzanine chock full of hardworking RockStars, to the authentic Cuban coffee/espresso machine in our new cafeteria, to the impromptu creative sessions being held throughout our open-concept flexible floor plan, we finally feel like we are “at home”. So if you’re ever nearby, don’t hesitate to drop in!

And finally, what would a killer creative campus be without creatives to fill it? This year, we added a slew of new RockStars to the team, headlined by creative director Sam Rodriguez, who has already made his mark on the agency’s aesthetic and attitude. We also brought on marketing ninja Louise Finlay, digital guru Rafael Aguirre, accounts superstar Frances Ramos and editorial specialist Jessica Pereda. We also proudly promoted two of our RockStars-in-Training, Elise Rodriguez and Carolina Vigoya, to account positions.

All told, it was a year of challenges met and conquered for our powerhouse agency that seems to get bigger and work bolder every year. Our goal in 2017 is to continue to empower and evolve. We know that when our history is written, 2016 will be an important chapter. This is the start of a new chapter, wherein we are emboldened to do really big things for our awesome clients, to help drive their brands with innovative, fresh thinking, and together, help achieve their dreams.

We can’t wait to get started.

Happy New Year!

—RockOrange

Top Blog Posts of 2016

The words TOP 10 printed on clothespin clipped cards in front of defocused glowing lights.

Another year has flown by here at RockOrange. And it’s been an exciting one! We moved offices into our new home in Little Havana, added 15 new clients to our roster including Red Robin, Planet Fitness, The American Museum of the Cuban Diaspora and Millennium Hotels, had eight new RockStars join the team and continued to be recognized for our work, winning four new industry awards.

Through it all, the RockOrange blog gave us a place to share all these exciting developments with you. That’s why, as we count down the final days of 2016, we wanted to look back and share our top 10 blog posts of the past 12 months in terms of views, likes and comments.

Did your favorite make the list?

1. frances-sat-16-w855h4252x

RockOrange Welcomes Its Newest Rockstar, Frances Ramos, to Its Award-Winning Agency

2.rock-orange-zwf-miami-2

A Wild Tale of Helping a Foundation Brand Find Its Voice

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RockOrange Wins PR News Social Media Award with History-Making Facebook Campaign

4. miguel-w855h4252x

Question Time With “The Rock”

5. blog-post

A Stark Contrast

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A Creative Force Joins the Fold

7. mb-clean

RockOrange Makes Trash Trend with Anti-Litter Campaign

8. intern

Tales of a Rockstar Intern

9. rock-orange-mcwhopper-w855h4252x

RockOrange Part of Team Recognized for Helping Broker Peace Between World’s Biggest Burger Chains

10. aaeaaqaaaaaaaajsaaaajdiwztixmjhjltyyotgtngixzc05yznjltkyode3odc5ywmzyq

The ABT’s (Always Be Thinking) of Great Agency Marketing

Question Time with “The Rock”

The “Rock” in RockOrange, agency principal Miguel Piedra sat down with Bulldog Reporter to answer questions about his life as a PR professional.

Click through to read Miguel’s PR PROfile and find out what got him interested in a career in PR, his favorite journalist to work with, what he thinks the most misunderstood thing is about PR and the best thing about working at RockOrange.

 

How Should Brands Talk About the Holidays?

Merry Happy Christmahunnukwanzaka!

As we enter the age of inclusion, pleasing all your customers with your holiday campaign can cause marketers some serious headaches.  But as the holiday season is by far the busiest shopping period of the year, it also presents the largest revenue opportunity. And that means, as complex as it is to come up with a campaign that not only appeals to a diverse audience, but convinces them to spend their dollars with you, it’s an issue that you have to address.

That’s why we asked out in-house marketing experts for their top tips on how brands should talk about the holidays.

Check out our video below.

A Stark Contrast

RockOrange managing principal Miguel Piedra was coincidentally in Cuba visiting family this weekend when news broke that Fidel Castro had died at the age of 90. A Miami native whose parents both fled Castro’s Cuba before he was born, Miguel spoke with Cubans on the island about what the dictator’s death might mean, and authored this dispatch from Havana.

Click through to read his article – A Stark Contrast – that compares the contrasting responses to the news from the citizens of Cuba versus the Cubans in Miami.

Everything to Everybody: Internal Comms When Stakeholders are More Than Just Employees

It’s never been more important for brands to be good at talking to themselves. But today, that can mean communicating to more than just employees.

Often, those who have spent time outside the corporate world can be blissfully unaware of its realities. With large teams and budgets, the common misperception is that it is easy to get new initiatives implemented and to get everyone on board, paddling in the same direction.

But effecting change across large organizations is more often like slaloming the Titanic through a gantlet of icebergs. The lurking danger, just under the surface, is lack of communication.

This is why we have seen an evolution during the past 10 years toward seamless intranets that integrate into workers’ day-to-day activity. It’s about communication, getting every single member of the organization to lean left, then to the right, in concert.

But organizations are changing. Communication is no longer as simple as us (employees) versus them (the public). Today, brands need their own internal PR to speak with contractors, vendors, equity and commercial partners, board members, franchisees and other stakeholders.

Recently, RockOrange developed and launched a complex, multi-pronged internal communications portal for an automotive aftermarket-franchising client using proprietary software called Jive. The client is a conglomeration of some 10 separate, unique brands, each with their own distinct business model and footprint across North America. It was our second such project in the past three years that focused not just on employees but networks of franchisee and store-level managerial constituents—the first having been for quick service restaurant giant Burger King. In these engagements, the threads weave together to form complex permutations of different user roles, permissions, communication types and requirements. By necessity, these platforms must take fragmented needs and coalesce them, becoming all things to all people.

Don’t worry—it’s only half as daunting as it sounds. To find out how to do it, click through and subscribe to PRNews to read David Quinones, RockOrange’s VP Editorial & Content article on how to build an intranet that works for internal stakeholders across the board. The article was published in two parts in the weekly PRNews Pro newsletter: Before You Build an Intranet Listen to Employees and Determine KPIs (published Oct 24, 2016, Issue 41) and, Why Feedback is Important as You Build Your Intranet (published Oct 31, 2016, Issue 42).

The Holidays Are Coming and It’s Time to Up the (Digital) Ante

Today is Halloween which, as well as meaning I’m dressed as a skeleton in the office, means that there are only 54 days left to Christmas. And only 25 till Black Friday which, for brands, is the real start of the Holiday season.

Two facts that holiday marketers need to have top of mind at this point in time are that firstly, according to the National Retail Federation (NRF), 40 percent of consumers will have already started their holiday shopping by Halloween, and secondly, according to eMarketer, total retail holiday season sales this year will only increase 1.8 percent. That means this year, brand marketers must up the ante when it comes to their holiday marketing initiatives if they want to maximize share of wallet.

So how, especially this late in the game, can they do that?

Simply put, right now, brand marketers need to put all their efforts into fishing where there are fish. And by that we mean focus on digital. Your digital channels must be at the center of all your holiday marketing initiatives from this point on. Why? Because, almost half of holiday shopping (46 percent) will be done online and 21.4 percent of smartphone owners will use their device to purchase holiday merchandise this year, the highest seen since NRF first asked in 2011.

And when thinking about digital don’t limit your thinking to your website. Over half (55 percent) of respondents in a recent survey said a brand’s social media presence has at least some influence on their decision-making process when deciding where to buy during the holiday season and that Facebook and Pinterest influenced 69 percent of respondents for shopping ideas and inspiration.

Similarly email should be integrated into your communication efforts with eight in 10 consumers who sign up for a brands’ email will make a purchase based on what they receive in their inbox. In fact, brands who sent out two mailings in a day last holiday season saw an 88 percent increase in email revenue.

The best thing about a digital first approach is that you don’t have to blow your budget to make a significant impact. For example, last year RockOrange implemented an ‘on-a-shoestring’ digital campaign that saw online retailer Zappos own back-to-school. The integrated campaign earned a robust 8,189 online mentions, representing a 2.6% share of voice out of the total 2015 Zappos brand mentions of 314,016. You can find out more in this blog post – How to Make the Most of Limited Back-to-School Marketing Budgets.

How are you planning on using digital marketing this holiday season? Let us know in a comment.

Halloween Playlist

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We’ve definitely been there when the scary music scares us more than the actual scene; and the worst part is that pillow over your eyes can’t also kill the music. Most scary scenes have a clever way of using sound to shock us one high-pitched note at a time. So, in the spirit of Halloween, we compiled some scary and suspenseful classics that will surely give you goose bumps!

Just kidding… we also incorporated some less scary ones too!

Hit play and get ready to get some chills!

How Can Brands Prevent Sharing #TMI?

Social media has created a share-society. And, with the rise of real-time social sharing apps like Facebook Live and storytelling features and apps like Snapchat and Instagram Stories, social media users can quite literally share their every single move, all day, every day. And by users we’re not just talking about the everyday consumer snapping photos of every meal they sit down to eat, or celebs posting endless selfies, but also brands, who are leveraging the channels to build deeper relationships with their customers through authentic, behind-the-scenes, how-the-sauce-is-made glimpses into their day-to-day operations.

However, there’s a line of appropriateness that shouldn’t be forgotten. You can share too much on social media and if you cross the line you’re at risk of alienating, and potentially losing, customers and fans. So as we watch DJ Khaled snapchat his wife giving birth, we’re left asking… How can brands prevent sharing #TMI?

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