Sam Adams Alliance: A new voice for a confused brand

Sam Adams Alliance is a non-profit organization that advocates for greater citizen involvement in government. But their existing site was coming off as a stale, partisan political machine. 93 Octane created a new identity for the brand,replacing the antiquated quill pen logo with a contemporary speech bubble, and redesigning the site to attract a more vibrant and diverse community. To accomplish this, we moved blog to the home page, and displayed recent posts as billboards in prime real estate. Traditional blue and red palette were replaced by swatches of vibrant color. The site incorporated the speech bubble not just a logo, but as a device that ties all the elements of the site together. The result: a clear focus on the importance of conversation and civic engagement.

Fetch a Cure: Refining a website to get the viewer’s tail wagging

Pet charity Fetch a Cure understands the importance of a strong web presence. But after two attempts at a website design, they were still frustrated with the end result.

93 Octane stepped in to help bring order and clarity to a site with multiple audiences and competing messages. A redesigned home page now features an action sidebar that pairs three actions to each of their three core audiences. An animated slide show communicates the empathy and care that is at the center of their mission. And a three-column information grid below it organizes news, events, and programs, and accommodates rotating ads that shine a spotlight on featured items. Our friend and Richmond web guru, Sharif at 28Media, did the programming while we designed the layout.

“It’s made a world of difference,” says director Joann Silverman. “Before, there were so many things competing for your attention, you didn’t know where to look or what to do. 93 Octane gave us structure and emotional appeal that allows each component to shine, yet allows you to find the content you are looking for and take action with minimal clicks and scrolling. For us, the third time really was the charm!”

Keener Communications: Making the phone ring for a top notch call center.

When it comes to call centers, businesses have a lot of choices. With today’s technology, location is no longer important, making competition all the more fierce. 93 Octane developed a marketing strategy for Keener Communications that helped them stand out from the competition and attract new customers.

We took their focus, in-bound calls, and dramatized the importance of having the right strategy for communicating with customers after hours. The result was a series of humorous emails and postcards that illustrate Keener’s solution: giving an answer that is always quick, always accurate, and always friendly. The positioning was backed-up by a “Flawless Service Guarantee,” and urgency was created by offering prospects a Starbucks card for getting a free quote.

The multi-touch approach was targeted at specific business types in the mid-Atlantic and other test states, and has proven so successful that plans are underway to expand the campaign further in 2012.  That phone you hear ringing? It’s music to Keener’s ears.

Maymont: Strengthening the identity a storied brand

Those who know it well, appreciate Maymont for its historic significance, its natural beauty and the magical experiences it offers to guests who pass through. But for many, Maymont was just a collection of images and experiences without a clear brand or a compelling story. Worse yet, many guests confused Maymont with a public Richmond park.

93 Octane developed a new logo that reflects the grandeur and elegance of the late 1800s, as seen through the lens of modern sensibilities. This helps reinforce the new positioning, as “An American Estate.” The logotype embellishes an old style font with a leaf flourish, reflecting both the plant life in the gardens, as well as the ornamental ironwork found throughout the estate. The swan icon was inspired by Sally Dooley’s love of swans, as reflected in the swan bed found in Maymont Mansion.

The new logo is part of an effort to refine the image of Maymont, and includes new signage, a museum wall installation and updated literature. The goal is to tell it’s story in a way that helps guests and donors to fully appreciate its majesty, its significance as a great American estate, and the extraordinary gift the Dooleys gave our community and the generosity of others that makes this treasure possible.

Wauford Group:
Multi-category expertise united under a single brand.

Since the 1970s, The Wauford Group has been a pioneer in Richmond-area manufacturing, setting some of the highest standards in the industry. Along the way, they developed their own tools to maximize success, including companies that specialize in the people, systems, space and capital needed in manufacturing. When they decided to open these tools with others, they turned to 93 Octane. We developed a website that demonstrates how their focused expertise companies, decades of experience, and dedication to excellence can help other manufacturers grow and prosper.

Massey Cancer Center:
Streamlined website accelerates action, fosters interaction.

VCU Massey Cancer Center is the premier cancer treatment center in central Virginia. But it’s content-heavy site failed to convey their cutting-edge reputation. 93 Octane was brought in to help streamline the communication, while engaging three distinct audiences: patients, medical professionals and donors. Our solution drives viewers to engage through one of three action portals: Begin, Discover, and Give. The dashboard-style home page prominently displays their National Cancer Center designation, recent advances, breaking news stories, and upcoming events, all in an easy-to-digest graphic presentation. Throughout the site, an action submenu gives visitors the ability to ask a question, make an appointment, or choose one of six other actions with a single click.

“93 Octane did an outstanding job of listening to us and then presenting us with options that fit our needs and expressed ideas for the site,” said David Raine, Massey’s Webmaster.

Call Federal: Thinking outside the big bank box

Call Federal has a reputation for being the place to go for highly competitive rates on loans and savings. The problem is many Richmonders still think they can’t join the member owned credit union. 93 Octane developed a series of TV spots designed to shatter that myth and demonstrate that anyone who works, lives or worships in the greater Richmond area can join. Removing that obstacle, the spots go on to sell the money-saving benefits of thinking outside the “big bank” box — and banking with Call Federal.

Cushman & Wakefield / Thalhimer campaign positions real estate company for leadership — in Richmond and beyond.

When local real estate company Thalhimer formed a partnership with Cushman Wakefield, they asked for an advertising blitz to spread the word, and industry leader Kelly O’Keefe turned to 93 Octane for help. We agreed that in order to have impact, we’d have to communicate more than just a name change, but an alliance that was a game-changer for the commercial real estate industry. The campaign, which was comprised of a series of online and print advertising, helped drive home the benefits to selecting them: a full range of services, and specialized knowledge in everything from retail to office, medical to investment. Their expanded partnership gave them the expertise — and the reach — to make it happen.

Response to the campaign has been strong. Marketing Director Paula English remarked,  “I’ve had more compliments on this ad campaign — it’s been very well received.”

SBK Financial: Standing out in a world of me-too’s

SBK Financial competes with dozens of local wealth management and financial planning firms and thousands of national firms, so it was critical that their website communicate their distinct perspective. 93 Octane created a site that captures their approachable personality and personal connection. Family photos are juxtaposed against commonsense headlines and hand written notes. Simple navigation and a subdued color palate play-off the simple color block navigation. The site helps visibly demonstrate what working with SBK Financial is like: an easy, personal partnership.

Elk Hill: Making a critical connection for troubled youth

Elk Hill Farm was started by S Burford Scott in the 1970s as a home for troubled boys. In the 40 years that followed, they expanded to offer a range of services for boys and girls, including alternative schools, summer camps and group homes. As you would expect, as they added programs, they expanded the content on their website. But while the site had tons of information, it failed to make a connection with it’s core audiences. Add to that, it was cumbersome to navigate and impossible to update.

93 Octane developed a new website that had as much emotional impact as it did information. Core values became headlines, and real-life photographs helped drive home the impact they were having in youth’s lives. The content was dramatically reorganized and refined, and a content management system added. The results? The new site is easy-to-navigate, speaks powerfully to all audiences, and is easy for the Elk Hill staff to update. The new site is a powerful portal for youth, families, and their advocates to find and receive the help they need.