Project Frog builds new consumer base with clever media outreach

Green builder Project Frog partnered with Ogilvy Earth to build customer leads and company awareness.

Organization
Project Frog (San Francisco)

Campaign
Ogilvy Earth (San Francisco)

Duration
July-December 2012

Budget
$100,000-$125,000

Green builder Project Frog partnered with Ogilvy Earth to build customer leads and company awareness.

Strategy
Project Frog and Ogilvy Earth developed an initiative that resonated beyond the construction industry and created interest for the healthcare, education, and retail segments.

Ogilvy Earth's campaign messaging focused on Project Frog as an affordable and green builder. It highlighted four projects, including a 40,000 square foot, energy-efficient Kaiser Permanente medical office in Hawaii with a 20% lower cost compared to a traditional construction. Another example was a 7-11 retail outlet in Dallas that was completed within a week.

Tactics
Ann Hand, CEO of Project Frog, was positioned as a thought leader in an industry in need of sustainable innovation. The agency trained Hand and other company executives with briefing documents and preparatory calls.

Ogilvy executed media tours in New York and San Francisco with general and niche outlets.

Results
Project Frog's reputation went from a green startup to a component-building maker. Coverage included Forbes, Architectural Record, Chief Executive magazine, Wired, GreenBiz.com, Fox Business' Countdown to Closing Bell, and on Bloomberg Radio.

ProjectFrog.com saw almost 1,000 visits within 24 hours following Forbes' online post compared to 100 visits per day before the campaign.

Campaign results were "above and beyond what we originally expected," says Nikki Tankursley Chang, Project Frog's director of marketing.

"We've seen a major spike in site visits and a major influx in our new customer pipeline."

Future
Ogilvy Earth and Project Frog are discussing 2013 initiatives to build on the company's reputation and success.

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