Lovgren Marketing Group Honored with Three Awards at 2017 PRSA Paper Anvil Awards


On December 6, Lovgren Marketing Group was presented three awards of merit at the 2017 PRSA Nebraska Paper Anvil Awards Gala. The awards honored work for Little Steps Big Impact, and ORBT. We are thankful for these wonderful clients, our impressive collaborators and our dedicated team — all of whom made this possible.

Little Steps Big Impact

Award of Merit (Public Service, Partnerships)
Award of Merit (Community Relations, Government)

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

LSBI-Ozone-Testing-05-09-2017-(011)Lovgren Marketing Group planned and executed an integrated marketing campaign to include broadcast media, out-of-home, social media and public engagement. The campaign was built on the premise that everyone can make a difference, or that a “Little Step” could lead to a “Big Impact.” We also partnered with five metro area school districts to develop a classroom curriculum that taught students about air quality issues, using hand-held meters that allowed students to test the number of particulates in the air in various locations around their building, such as the carpool line in the parking lot after school, at the bus stop, and on the sidewalk or at other high traffic locations.

The campaign garnered major interest from traditional media, with coverage from print, radio and television. Social media content supplemented that coverage, including a series of filmed interviews with five people in Omaha who use active transportation regularly – taking the bus, walking, or riding their bike – and the resulting 26 short video clips became engaging content for their social media channels, logging over 100,000 views.

Partnering with Canary & Coal to manage their social media channels, the LSBI Facebook reach was three times higher than 2016, and the number of followers on Facebook nearly doubled year over year. On Twitter, we had similar success, growing reach 250% over 2016, and doubling the followers on the account.

All totaled, people in the Omaha metro saw a Little Steps Big Impact message nearly 1.5 million times between social media, online advertising, traditional TV and Radio advertising, and earned media.

ORBT Brand Launch Event

Award of Merit (Events and Observances, Seven or Fewer Days)

Metro-ORBT-Brand-Launch-009Omaha is following the lead of cities around the world that have successfully implemented bus rapid transit projects to transport thousands every day. It’s called “ORBT”, and will run on Dodge Street from Westroads Mall to downtown – the spine of the Metro system, intersecting with almost every other bus route – beginning in late 2018. On August 16, 2017, the name and brand were unveiled to the public at a launch event with the mayor and representatives of the state and federal government. Lovgren Marketing Group partnered with AECOM, SRF Consulting and Metro Transit to plan the event, and follow-up outreach, with additional creative work from The New BLK.

The event drew a standing-room only crowd of stakeholders and community leaders, and the response was overwhelmingly positive. Speakers, including the Omaha mayor, thanked us for providing them with clear and concise talking points to prepare them for their remarks.


A video titled “It’s Really Out There” was viewed over 30,000 times on Facebook without a paid or promoted campaign, benefitting from nearly 275 shares and 500 post engagements to push it to a wide audience beyond just people who follow Metro Transit’s social media accounts. Additional views from YouTube and Twitter brought total viewership to nearly 40,000, all achieved organically through engaging the community with content so exciting they shared it with their friends and grew the audience for us.

The event was covered by all four TV stations, two radio stations, and the metro’s largest daily newspaper. Several online transit blogs and websites also ran stories on the launch. Post-launch interviews that were lined up continued the outreach, and despite no paid media budget, earned media gave the client a publicity value of $35,889 in the first two weeks alone. An audience of 623,751 people (as estimated by our media research firm, Universal Information Services) were exposed to the ORBT brand through earned media.