Advertising + Public Relations + Public Affairs + Digital Marketing
G2 strategy group
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Embry-Riddle Aeronautical University - Worldwide
SOLUTION :: We utilized traditional, digital and
grassroots measures. Our recommended, integrated marketing approach focused the majority of efforts to online recruitment to identify qualified candidates for the one-year graduate program. All leads generated, whether on- or offline, were filtered into ERAU’s customized CMS.
Embry-Riddle Aeronautical University Worldwide, the world’s largest, fully accredited university specializing in aviation and aerospace, offers more than 30 undergraduate and graduate degree programs. Embry-Riddle educates students at two residential campuses, through the Worldwide Campus (ERAU-W) at more than 150 locations in the United States, Europe, Asia, Canada, and the Middle East, and through online learning.
RESULTS :: The University went from zero
enrolled applicants to a full cohort of qualified, enrolled students that launched right on schedule – and with enough additional qualified applicants in queue for the next cohort. With an estimated 1,300 professionals meeting the degree admission requirements in our target market, we acquired 1.3% of the market for the inaugural program within the six-month campaign, ultimately exceeding our client’s enrollment goals.
CHALLENGE :: With a six-month window,
recruit qualified students for our client’s new MSE program in Huntsville, AL, where another traditional university with strong name recognition was launching a MSE program simultaneously.
earn a Master Of sYsteMs engineering. WHat: An information session where interested candidates will have an opportunity to ask the experts about the new program and gain valuable insight into the benefits of earning a Master of Systems Engineering right here in Huntsville from Embry-Riddle Aeronautical University — Worldwide. WHen: Thursday, August 18 5:30 – 6:30 pm Cocktails & Hors d’oeuvres 6:30 – 7:30 pm Information Session
In a town full of
engineers,
WHere: Monaco Theater, Bridge Street Town Centre
how can YOU stand OUt?
WHY: Because Systems Engineering has been ranked by CNNMoney.com as the “Best Job in America”.* WHO: Any Huntsville engineer who would like to stand out from their competition and secure a solid future.
256.876.9763
HuntsvilleMSE.com * http://money.cnn.com/magazines/moneymag/bestjobs/2009/
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:: CAS E ST U D I E S ::
The Center for Aviation and Aerospace Leadership (CAAL)
RESULTS :: The CAAL Blog and Embry-
Riddle’s social media presence grew together at impressive rates. Engagement increased across all platforms, and industry publications recognized CAAL’s mission and online initiatives in their own proprietary publications and websites. Within 14 months, our blog averaged 4,301 monthly visitors and 7,480 page views, and it experienced a spam rate of less than 3%. The blog and CAAL have been recognized by industry-leadings publications like Aviation Week and Aviation International News.
The Center for Aviation and Aerospace Leadership (CAAL) is an internal think tank for Embry-Riddle Aeronautical University – Worldwide. Its purpose is to capture, create, and share relevant information on leadership within the aviation and aerospace industry. CHALLENGE :: 1) Deliver the information
developed by CAAL’s leadership to a larger audience, with particular focus on younger leaders who are entering or moving through the aviation and aerospace industries. 2) Find a way to foster dialogue and engagement between the center’s leadership and industry professionals as well as students around the world.
VISIT :: TheCAALBlog.com
SOLUTION :: We started with a clean slate
and the full trust of the organization’s leadership. After reviewing the university’s online operations, we determined a method by which to promote and enhance both missions simultaneously. First, grow the audience and awareness of CAAL. Second, grow the university’s online presence and engagement through social media and digital marketing. We recommended establishing a proprietary blog to collect and publish the thoughts of all leaders on a regular basis, connecting it with the university’s official presence on Facebook, Twitter, and LinkedIn as well as promoting the mission and content through online public relations initiatives to gain industry acceptance and recognition.
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Dubai Aerospace Enterprise Capital
SOLUTION :: Focusing on DAE Capital’s
primary benefits – the brand equity of the Dubai location, the ability to purchase the most modern commercial aircraft on the market, and the highly experienced business aviation team – we created a savvy logo and tagline to mirror the global influence and rich heritage of this new leasing company. Understanding how expertise matters in the aviation industry, The Alexis Agency smartly positioned DAE Capital as the “global aviation source” in international markets.
DAE Capital, a division of Dubai Aerospace Enterprise, owns a fleet of top–of–the–line aircraft with an ability to offer attractive leasing packages due to their extensive aviation experience, preferred access to local banks, and a customized capital structure for commercial airlines and investors. CHALLENGE :: Following a highly successful
launch of DAE University and DAE Flight Academy brand identities and marketing materials, DAE once again turned to The Alexis Agency to help launch their new business–to– business unit, DAE Capital. A well–strategized logo and tagline drove the brand followed by complete marketing materials, including identity, brochures and a worldwide advertising campaign.
RESULTS :: DAE Capital quickly became an
international source, launching boldly into a world–class aircraft leasing business. The 2007 Dubai Air Show witnessed unprecedented aircraft purchases by the new business unit. Additionally, the 2008 Farnborough Air Show in England witnessed the launch of the competitive, global aircraft-leasing brand.
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John’s Island Club John’s Island Club, a premier private club in the prestigious John’s Island residential community on Vero Beach’s barrier island, hired us to develop an internal membership program aimed at current club members.
beach and water sports, club activities, and health and fitness. Members were encouraged to share the package with friends, potentially attracting new candidates for membership. Our award-winning video brought the John’s Island Club story to life and completed the “Great to be here” campaign.
CHALLENGE :: How do you tap into the pride of
RESULTS :: “Since the very first brochure/video
mailed, our campaign has been enthusiastically received by members. The desired cumulative effect was achieved: well-qualified membership applications more than doubled within the first season.”
club members, turning them into ambassadors for John’s Island Club that ultimately help recruit new members from their circle of friends?
SOLUTION :: Instead of a traditional set of
brochures, we told “the John’s Island Club story” in a series of six uniquely designed pieces, each concentrating on one aspect of the club’s offerings, including community, dining, golf,
— France Tanguay Kenyon, Co-Chair/John’s Island Club Membership Committee.
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:: CAS E ST U D I E S ::
Trans World Energy
Due to our firm’s long-term relationships within the transportation industry, we were able to market and achieve a logistics and procurement chain of operations for our second challenge that suited all parties within the upstream and midstream operations of this renewable energy project.
Trans World Energy (TWE) develops new renewable energy facilities worldwide, using commercially proven viable technology to convert wood and other waste streams into consistent, reliable and renewable energy.
For the third challenge, our Public Relations and Public Affairs team implemented a grass-tops advocacy program that achieved direct support for the project from both state and local officials, as well as two EDCs in the state of Florida in our search for suitable development sites and public acceptance of the project.
CHALLENGE :: 1) Develop a channel of direct
communication between energy developer, TWE and the public utility company, Duke Energy 2) Develop strategic partnerships that service a middle market company like TWE via transportation agreements among Class 1 railroads and short-line rail companies in the state of FL 3) Obtain third-party support for a large energy development councils (EDC)
RESULTS :: Our recommended solutions for all
three challenges culminated in a successful operation and exhibited the unmatched benefits of our fully integrated communications firm. The cross-team collaborations that leveraged each team members’ individual strengths and expertise delivered a timely and efficient solution, and allowed our client’s project to move into the next stage of development.
SOLUTION :: We utilized our strategic network
of public, private, and non-government organization (NGO) partners to answer all three initial challenges. In the first challenge, our Florida and North Carolina teams worked strategically to develop a direct relationship and chain of communication with the necessary parties at Duke Energy and Duke Energy Florida for our client to obtain a mutually beneficial power purchase agreement (PPA). Feedstock
Evergreen Energy Farms
PRM Energy Systems’ gasification technology provides us the opportunity to use a variety of feedstock including:
Evergreen Energy Farms is a wholly owned subsidiary of Trans World Energy.
Successful Fuel Tests and Demonstrations: • Rice Hulls • Chicken Litter – Rice Hull Bedding • Rice Straw • Chicken Litter – Wood Bedding • Oat Hulls • Turkey Litter • Pine Tree Bark • Sander Dust • Tire Derived Fuel • Saw Dust • Furfural Residue • Dried Sewage Sludge • Switchgrass • Urban Green Waste • Olive Waste (Sanza) • Masonite™ Dust • Whole Tree Waste • Pulp Sludge • Sugar Cane Bagasse • Wood Chip Fines • Refuse Derived Fuel
Trans World Energy completes a comprehensive feedstock study in the project development stage to determine appropriate feedstock to be used in each project as well as the location and amounts of available feedstock.
TWE Power Project
When the conditions are conducive, Evergreen develops an energy crop farm utilizing Ceres, Inc. high biomass sorghum and/or switchgrass as a feedstock. High biomass sorghum is a non-food, high fibrous stock plant with a 90 -100 day growing season, providing three crops per year. The sorghum has a BTU value similar to wood waste. Ceres, Inc., through its biotech seed research has developed energy crops to provide maximum yield per acre on minimal soil conditions. This allows us to create a renewable feedstock for each facility without depleting forests or reducing food crops.
Technology Synthesis Energy Systems, Inc. Commercially proven technology providers have been chosen for our facility. After a four-year search and vetting of various wasteto-energy technologies, we chose to partner with Synthesis Energy Systems, Inc., a global energy and gasification technology company that provides products and solutions to the energy and chemicals industries. Their ability to convert low-cost feed stocks into highvalue energy and chemical products through the application of advanced gasification technology, equipment and engineering services provides partners and customers with a proven commercial technology, and economical energy solution. Synthesis Energy Systems is headquartered in Houston, Texas.
LM2500+G4 Aeroderivative Gas Turbine We are utilizing GE LM2500+G4 gas turbines configured with heat recovery steam turbines, which create the 74 MW of electricity produced by this facility. GE has perfected the use of synthetic gas in their LM2500 series turbines. GE’s LM2500+G4 aeroderivative gas turbine package combines the successful heritage of the LM2500 Base and LM2500+ aeroderivative gas turbine packages to create a powerful and very reliable solution. With a modified zero state for increased flow and pressure ratio as well as its improved design and materials in the high-pressure and power turbines, the LM2500+G4 delivers an impressive shaft horsepower of 42,070. Features & Benefits • Full power within 10 minutes • Variable speed for mechanical drive • Reduced maintenance intervals with simplified, high-quality construction
• Dual fuel capability for distillate and natural gas • Reduced NOx with DLE combustor and natural gas fuel • Optional steam or water injection system for NOx emission control • Proven G4 technology derived from the CF6 aircraft engine • Fewer maintenance intervals with simplified, high-quality construction • Easy installation and maintenance with lightweight, compact, modular design
Water Water is a valuable natural resource. TWE uses micro-hydro technology to produce a small amount of electricity within our system to offset our parasitic load. We employ ACT2 Technologies water treatment technology for our water supply, which can even be waste water. The excess water returned to the aquifer is as pure as rain water.
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TRANS WORLD ENERGY, LLC Powering the World with Clean Energy™
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:: CAS E ST U D I E S ::
Croom Construction Company
SmartMove videos, successfully generating our own online news, and securing multiple print and online media articles.
Croom Construction Company started building high-end homes in Vero Beach over 30 years ago. They were the first residential contractor to structure their business to follow the superior standards of commercial building firms. Imitation is the greatest form of flattery as witnessed by how many builders followed their lead. Today, they are ranked 87th in the nation.
RESULTS :: We positioned Croom and their
affiliate, Whitehall Professional Property Management as the unified, most experienced contractor, maintenance and property management companies, strategically cobranding the two and filling a niche within the market.
CHALLENGE :: A successful company that’s smart
“After 31 years in business and working with numerous advertising and public relations companies, we’ve never had an integrated package like what The Alexis Agency provides us. They have outdone everybody we’ve worked with.”
enough to know they must stay ahead of the curve in an ever-changing marketplace turned to us to take their marketing to the next level. This also meant integrating their affiliate company into the plan, which posed the greatest challenge since it required changing public perceptions.
— David Croom, President and Founder
SOLUTION :: Determine the public’s
understanding of Croom’s services, then write the strategic Advertising and PR plan to address any misconceptions while increasing awareness with prospective clients and media alike. What followed was a smart ad campaign confirming them as the leading experts in the area of building, remodeling, and home preservation as well as developing websites,
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:: CAS E ST U D I E S ::
Rock City Gardens
immediately conveyed the size and scope of the retail nursery – something few people understood.
Rock City Gardens is a beautiful retail garden nursery located along Florida’s Treasure Coast.
RESULTS :: Within 18 months, Rock City
Gardens experienced a 50% increase in sales, grew their newsletter subscriptions by 28%, and gained a 19% increase in social media following. They also gained new customers and loyal brand enthusiasts, including new clients that now drive impressive distances for the experience. In the client’s words: “We’re growing in the right direction!”
CHALLENGE :: Rock City Gardens’ owners
had made an impressive name for themselves during their first 31 years in business when they approached The Alexis Agency to help them 1) reach new audiences, 2) increase sales, and 3) dispel confusion in the marketplace.
SOLUTION :: We hit the ground running with
our Marketing Blueprint strategy, outlining brand equity, geographic reach, marketing analysis, and our methodology for reaching new audiences. The Alexis Agency created and implemented a new monthly publication, new advertising campaign, direct marketing strategies and public relations initiatives. Our new tagline: “Seven Acres of Inspiration”
VISIT :: www.rockcitygardens.com
flower power Seven acres of awe-inspiring plants and flowers. A talented team of gardening specialists. One charming boutique brimming with home and garden décor. Now that’s flower power!
seven acres of inspiration
can you d g it?
9080 us hwy 1 wabasso, florida
seven acres of inspiration
772-589-5835 rockcitygardens.com
Seven acres of fabulous inspiration. A talented team to create your perfect outdoor space. One-stop shopping for home and garden décor. Yeah, you can dig it!
9080 us hwy 1 wabasso, florida
seven acres of inspiration
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772-589-5835 rockcitygardens.com
For more information about The Alexis Agency or G2 Strategy Group, please contact
Ginger Atwood, Co- Founder and President The Alexis Agency 772.231.5999 Ginger@theAlexisAgency.net
Ryan Gragg, Co-Founder and Communications Director The Alexis Agency/G2 Strategy Group 704.651.2447 Ryan@TheAlexisAgency.net
For a complete list of capabilities, visit TheAlexisAgency.com/services
G2 strategy group
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