Lovgren Marketing Group Honored with Five Awards at 2015 Paper Anvil Awards

On December 9, Lovgren Marketing Group was presented five Awards of Merit at the 2015 PRSA Nebraska Paper Anvil Awards Gala, honoring work for the Omaha Storm Chasers, Raising Nebraska, Little Steps Big Impact, and the Omaha CSO program. We are thankful for these wonderful clients, our impressive collaborators and our dedicated team — all of whom made this possible.

2015PRSA-Awards

2015 Triple-A All Star Game
Award of Merit: Social Media for Consumer Products/Services

Sample of Facebook content generated during the week of the All-Star Game.

Sample of Facebook content generated during the week of the All-Star Game.

The 2015 Triple-A All Star Game was held at Werner Park in Omaha, Nebraska. The Omaha Storm Chasers planned a week of promotional activities focused on celebrating Werner Park, MiLB players and fans during the week of July 12th-15th. Working in tandem with Redstone and the Storm Chasers, our social media interaction plan focused on capturing fan engagement activities during Triple-A All Star week activities, and fans were encouraged to use #ASG15Omaha.

Tweet impressions topped almost 1,000,000 during the four days of activities, and notable baseball accounts and teams promoted and interacted with the Storm Chasers’ online content. On Facebook, content saw over 400,000 organic daily impressions each of the four days, and the average photo on Instagram received over 1,000 likes. For just the All-Star Game, Facebook impressions totaled 194,785 with a reach of 47,653; Twitter impressions totaled 132,462; and Instagram content had 2,562 “likes.”

 

2015 Triple-A All Star Game
Award of Merit: Videos/External

To promote the 2015 Triple-A All Star Game, the Omaha Storm Chasers needed to solicit sponsorships, speak at civic and community organizations and excite the ballpark crowd. Lovgren worked with Torchwerks to write, produce, and complete the seven-minute informational and entertaining public relations tool detailing both the team’s history and its present success.

Raising Nebraska
Award of Merit: Public Service/Partnerships

Students conducting a science experiment at one of the many events held at Raising Nebraska in 2015.

Students conducting a science experiment at one of the many events held at Raising Nebraska in 2015.

“Raising Nebraska: Your Food and the Families Who Grow It” is an interactive exhibit at the Nebraska State Fair grounds. It is dedicated to help people understand the source of food, the science and technology of agriculture, the role of agriculture in the state’s economy and the importance of Nebraska agriculture in feeding the world. It is a partnership with the Nebraska Department of Agriculture, the Nebraska State Fair, and the University of Nebraska-Lincoln.

Over the 12-month period from October 1, 2014 to September 30, 2015, we were able to generate 115 print and broadcast stories on Raising Nebraska, reaching an estimated audience of 1,052,639 people (a 40% increase year-over-year). Facebook “likes” increased by 35%, and Twitter followers by 25% over the same period. Attendance at the exhibit also increased by 63%. The team also visited ten schools and organizations in person to talk about Raising Nebraska, reaching an estimated 1,200 additional people.

Social media was used to promote special events and programming, as well as to educate followers on fun facts about the exhibit. Print materials were developed to spread the message beyond the exhibit’s online reach, and were distributed by representatives who spoke to civic, business, youth, and educational organizations in the region, as well as through a direct mailing to area educators. The number of people using the facility grew from 1,602 visitors excluding the State Fair in 2014 to 4,404 through three quarters in 2015, and 19 events or conferences for adults were held inside the exhibit in 2015 (after holding just one such event in 2014).

Website: Raising Nebraska

Omaha CSO
Award of Merit: News Conferences

The City of Omaha is under a federal unfunded mandate to reduce the overflow of raw sewage to the area river and streams from 52 per year to 4-8 per year. The Clean Solutions for Omaha Program (CSO) has 90 projects scheduled for completion between 2010 and 2027 to meet the regulatory mandate. One poster project is Spring Lake Park. This project is intended to use the natural assets of the area to develop a green solution that not only reduces pressure on the combined sewer system but also creates a new community amenity.

It is an opportunity to demonstrate to the public that green infrastructure and gray infrastructure can complement each other, that the city seeks solutions that are cost effective (in this case will save ratepayers about $5 million) and that the community will have a sustainable recreational amenity.

A news conference to update the public on the project generated a Nielsen Broadcast Audience of 249,340 and publicity value $8,125, and a print audience of 184,000 with a publicity value of $1,400.

Little Steps Big Impact
Award of Merit: Websites/External

The homepage of the redesigned Little Steps Big Impact website.

The homepage of the redesigned Little Steps Big Impact website.

A campaign branded as Little Steps. Big Impact. conducted on behalf of the Metropolitan Area Planning Agency and funded by a grant from the Federal Highway Administration. It is aimed at: 1) increasing public awareness of the problems created by ground-level ozone; 2) changing Omaha area residents’ habits by using public transportation as a way to reduce ground-level ozone; and 3) developing other small habit changes that contribute to better air quality.

Quantitative research of website analytics from the 2013 and 2014 campaigns revealed that 41% of traffic to the website came from mobile devices, yet the existing website was designed strictly for desktops and was not mobile friendly. Additional analysis of website analytics showed that visitors had difficulty navigating the website to find relevant information, shown by the number of pages per session and average time spent on the site. Therefore, our objectives were to design a “responsive” website that would deliver a quality experience to users both on desktop and on mobile devices, to re-organize the information on the website so visitors could find what they were looking for quicker, and to implement a shopping cart function for ordering discounted bus passes.

Measured over a three-month period from June 1 through August 31 when the campaign ran in both 2014 and 2015, the new website was a resounding success. Pageviews increased 57.5% from 5,297 to 12,467, while unique visitors increased 64.9% from 2,484 to 5,297, with 54% of the total traffic coming from mobile, also an increase from 2014. These numbers were all deemed successes based on our objective of making the website more accessible across all platforms and devices. Meanwhile, the average number of pages visited per session went down, but the average time spent on the site went up, indicating that people found the information they were looking for with fewer “clicks”, a success based on our objective of re-organizing the information on the site. Finally, 533 passes were ordered from the site using the selected e-commerce solution from PayPal, which was in line with projections and considered a success by the client.