The Client

FINFROCK is a leader in the design-build construction industry. Named one of Central Florida’s 50 Fastest Growing Companies by the Orlando Business Journal, FINFROCK delivers buildings as a product rather than a series of services. They are revolutionizing the market with their vertically integrated model and commitment to technology-driven innovation. FINFROCK invited us to collaborate with their talented in-house marketing team to build a data-driven digital marketing strategy.

The Mission

FINFROCK wanted to measure their marketing efforts in terms of goals and fully understand what the effectiveness of their current marketing while a building a strong digital presence. We started by outlining the best ways to measure their progress and delivering detailed reports with strategic recommendations to increase client and employee recruitment. With goals set, we provided consultations to help improve SEO and social media capabilities to match the right audience with a value proposition that resonates. We helped to establish relevant tracking for important website pages, website visitor journey, web page usage, and social media growth & performance metrics.

the results

FINFROCK is creating digital content with an audience first approach increasing the impact of the targeted ads and social media campaigns they have created. Through analysis of how visitors were using their website, FINFROCK decided to engage us to help create a more streamlined visitor experience based on their business goals. After the launch of the new website, FINFROCK saw an increase in quality conversions. From January 1, 2018 - February 13, 2019, there were 121 forms filled out. From February 14, 2019 - January 1, 2020, there were 2,474 forms filled out by potential clients, subcontractors, and employees. There was also an increase in website traffic of 36% (56,519 vs 41,620).

Strategy

FINFROCK needed strategy recommendations, so we started with a deep dive into their analytics. Based on FINFROCK’s marketing goals, we analyzed their website and made suggestions that would increase their conversions. After FINFROCK implemented the changes, it was clear that their old website was not optimized for sales or recruitment conversions. FINFROCK then decided to partner with us to facilitate a redesign of their website with sales and recruitment as the main goals they wanted to track and measure.

We then outlined a new website structure that simplified their messaging and design. We also made it easier for visitors to fill out recruitment forms and client forms. The new site also included a substantial focus on videos and featured a modern, clean design.

monthly analytics reports

FINFROCK needed a better understanding of their social media and website performance. As an on-going service, we create monthly analytic reports. Based on the data, it’s easy to see which of their marketing efforts were working and where they could use some improvement. With each report, we meet with FINFROCK to review our findings, answer their questions and offer strategy recommendations.

consultations

As part of their monthly analytics report, we help staff develop a foundation of knowledge to improve engagement and conversion rates on their marketing and ad results. This includes everything from creative brainstorming, social media advertising tactics, best practices for Instagram stories, content writing suggestions, UTM code implementation, audience targeting workshops and other digital marketing efforts..

Home page

FINFROCK focuses on gaining clients and great employees. For the home page, the “Work for Us” and “Work With Us” buttons are based on the right angles in architecture and building. With the rise of videos on social media, audiences are used to watching them to consume content. With a video as the central focus, it holds audiences’ attention to create a relationship with them and give them a brief overview of the company. The entire homepage is also above the fold, so it does not require any scrolling on most devices.

careers page

FINFROCK aims to hire qualified candidates. We reorganized the careers page to have a sort feature so potential employees can organize by labor/skilled jobs and professional/support jobs. The layout is Pintrest style to easily showcase multiple job postings. To assist visitors and increase the ease of applying, there is an application form on each listing.

media page

FINFROCK currently has a large archive of media items. The sorting feature at the top allows visitors to find what they need quickly. The slider at the bottom displays each media item and newsleter, which allows visitors to browse all the items.

Caton Hosey

The Client

Caton Hosey Insurance has a reputation for outstanding customer service and embracing technology solutions to better serve their clients.

As an independent broker, they have provided personal and commercial insurance to Port Orange and beyond since 1948.

The Mission

-Design and develop a new brand website for Caton Hosey Insurance.

-Facilitate increased lead generation and streamlined traffic flow

-Enable Caton Hosey staff to manage and update the website content

The Results

When we created the new design, we placed the core question front and center: "what type of insurance are you looking for?"

By offering visitors exactly what they need on the first screen, we make it easier for them to decide whether Caton Hosey is a good fit. Pages about the team and client services ultimately drive users toward the core call to actions.

Strategy

On the Caton Hosey home page, we worked to drive sales via a quick selection area for available insurance plans.

In the first area viewed by a website visitor, we offered them the opportunity to select whether they were looking for personal or business insurance, and then to view all the insurance types appropriate to that category.

Immediately below that area, we offered a dropdown menu highlighting all the available insurance offerings at Caton Hosey Insurance.

For prospective visitors, selecting a plan could not be simpler with the ability to select a category of insurance to quickly help them find what they are looking for.

Website Redesign

The new Caton Hosey website needed a bold and direct way to reach visitors. Many potential clients would spend too much time trying to find the type of insurance they required.

Due to the many options available for insurance, we tried to streamline the landing page and sub pages to lead visitors to the content they seek quickly and painlessly.

Responsive Programming

The new design also kept full responsiveness in mind to ensure that visitors found the mobile experience to be as efficient as the desktop experience.

Orlando Science Center

The Client

The Orlando Science Center is a private science museum located in Orlando, Florida. We teamed up with their marketing department and redesigned the OSC website to offer visitors accessible information on their exciting exhibits, experiences, and events taking place throughout the year.

The Mission

Create a user-friendly online experience that promotes access to the science center and furthers their mission of inspiring science learning for life. We understood their website needed more than just a good design -- it needed a strong framework to communicate essential information to visitors in a straightforward, actionable style.

The Results

Visitors to the new OSC.org have found exhibits, events, programs, and activities at their fingertips, particularly on the updated mobile-first experience. The site has facilitated increased speed and search traffic for the organization, and OSC staff can are able to save time and effort with the new content management system built around their needs.

Strategy

-survey OSC members, volunteers, and staff about website requirements

-develop a user flow that for multiple age group and audiences

-simplify menu navigation with clear, action-oriented language

-design a user-friendly website for both admins and visitors

Custom designed and developed website for Orlando Science Center

interactive home page

For osc.org, the home page is an essential portal for visitors seeking information about their upcoming visit to the science center.

Knowing that the slider on the previous website was a pivotal communication platform for staff members in different departments, we designed a prominent carousel in the call-to-action area. This has allowed for a more diverse cross-section of messaging in this highly visible area.

The home page also includes a sortable, category-based section called "Who's Coming to the Science Center?" that allows visitors to explore programs by age demographic.

plan your visit

After reviewing the OSC website analytics, one of the most popular pages on the previous site was an 'About' page with hours and planning details.

For the new site, we incorporated a new page called "Plan Your Visit", a centralized resource for visitors. In addition to today's hours (pulled from the central events calendar), the page includes admission pricing, transportation options, food options, experiences, and etiquette.

mobile-first layout

Consideration for responsive design was extremely important as OSC receives an ever-increasing amount of traffic from mobile devices. We took a mobile first approach when creating the initial design and the build of the website, with a specific goal to increase the loading speed for mobile web traffic.

events calendar

The event page was redesigned to streamline the process for families planning a trip to the science center.

By creating a drop down menu that allows visitors to select their preferred event type, visitors can quickly see which events are the most appropriate for their visit.

Alternatively, if they prefer, visitors can browse the entire upcoming OSC calendar and select the ideal date for their upcoming visit.

Social-friendly development

The website is designed to take full advantage of Open Graph tags so each social media share has large brilliant images. The proper implementation of Open Graph tags also helps with search engine optimization (SEO) since each of the major search engines analyze these tags.

Change Everything

The Client

Change Everything is an innovative social change accelerator. Founded by Andrae Bailey, former CEO of the Central Florida Commission on Homelessness. CE provides strategy aimed at generating forward movement for nonprofit, businesses and cities.

The Mission

Fundamentally change the way nonprofits function which is relying on the problem to exist for the nonprofit to become successful and remain in operation.

The Results

Our team worked with the client directly to reverse the negative mindset to break the cycle of avoiding solutions in fear of the issuing going away and engaged the local community to understand that we can change everything by finding a solution to the problem as opposed to relying on large donations.

Strategy

The most successful points of this campaign involved a ribbon cutting with the city mayor and local awards to honor nonprofits which inspired Orlando nonprofit leaders to engage in these practices and support our client to make valuable change within their community.

Social Media

First and Goal Gala was a special event created to raise all proceeds towards underprivileged children in our community through the Parramore Kidz Zone. This was personally hosted by the creator of Change Everything, Andrae Bailey and included a special co-host Orlando Mayor Buddy Dyer. NFL Great Jeff Faine also joined the special gala event during the inaugural Pro Bowl weekend in Orlando along with other former NFL players to support the cause. Our team worked on the social media from design to execution to ensure the event was filled to capacity.

Print Media

Along with social media awareness, we also worked on custom print pieces to peak curiosity from downtown locals. Our printed media for this event was strategically handed out and offered in key places to avoid overbooking the venue, but also ensured that the gala was a full house to deliver successful results directly to Parramore Kidz Zone and their cause.

Promotional Events

Our client wanted to make his organization known in a different way than other nonprofits. The Change Everything Awards was created to raise awareness for our client but also praise the leaders of Orlando’s nonprofits for being a pillar to their community. The award ceremony included the Orlando city mayor Buddy Dyer as a guest for a special ribbon cutting.

Charity Events

Our client wanted to make his organization known in a different way than other nonprofits by offering a special holiday event to raise funds in an effort to support iDiginity. This would directly assist the disadvantaged in Central Florida through the complex steps of getting personal identification.

American Foundation for the Blind

The Client

The American Foundation for the Blind (AFB) champions access and equality for people who are blind or visually impaired. Their priorities include:

-broadening access to assistive technology

-elevating the quality of information and tools for support professionals

-promoting independent and healthy living

The Mission

Conceptualize a campaign to energize supporters of the AFB and raise awareness about their positive impact on the lives of people with vision loss.

Deliver detailed concept art and supporting guidance to the AFB marketing team.

The Results

After a series of interviews and creative exercises, we envisioned a campaign called 'No Limits', based on the accomplishments of AFB in the arena of assistive technology and education.

Campaign concepts include:

-billboards

-television commercials

-presentation deck

-social media posts
-print collateral

campaign design

We all learn about Helen Keller in school. But learning about the work of AFB -- the organization to which she devoted the later years of her life -- is also incredibly educational. From policy initiatives like the Americans with Disabilities Act to research and technology and training of professionals and families, they have made an enormous difference in the lives of people with disabilities.

We interviewed staff extensively, and ultimately conceptualized a full campaign strategy. In designing printed and interactive materials, we stayed close to the AFB brand while also working to expand the audience's perception of what AFB has done for the world.

American Foundation for the Blind Informational Booklet Mock-up

Printed Materials

We conceptualized print collateral for AFB including a booklet, brochure and mailers. The booklet and brochure were designed to show the connection between the messaging and the historical face of AFB: Helen Keller. It also was intended to reference the resources AFB has to offer and the impact of the organization on the lives of those living with visual impairment.

mailers

We also created two separate mailer concepts: one that focused on thanking donors, and one that focused on gaining new donors. They were designed to be clean and simple to grab audiences’ attention quickly and spark a response.

American Foundation for the Blind Brochure Mailer Design

Billboard Design

The No Limits campaign was created to empower disabled Americans to feel uninhibited and empowered to live their lives free of limitations.

Although the use of Braille on a billboard (like this example) is more symbolic than practical, all Braille text in the campaign is correct and literal. The campaign design concepts account for the use of raised text on print collateral to accommodate Braille readers.

american-foundation-for-blind-digital-social-media

digital media

The campaign designed for the American Foundation for the Blind encompassed multiple digital media platforms including Facebook, Instagram, Twitter, Email, pay-per-click ads and more. Using data and demographics, posts are targeted to specific audiences. To increase reach, each post would have relevant tags and hashtags and selected posts would be boosted. Having an online reach adjacent to a print campaign allows audiences to be retargeted and see the message more than once. When audiences see a message multiple times, it’s more likely to create a response. The goal is to further the messaging and show there are no limits to empowering those who are visually impaired.

tv commercials

TV commercials are a longer form platform, which provides an extended opportunity for storytelling that supports the "No Limits" messaging. The commercial concepts included stories that emphasized advancements in technology and access to education as necessary resources to help those who are visually impaired truly live a life with no limits. The TV commercial were also designed to be repurposed as online media via YouTube, Facebook and more.

Rethink Homelessness

The Client

Homelessness affects thousands of people in Central Florida every year.

In 2013, Central Florida had the largest homeless population in the United States compared to other regions our size.

The Central Florida Commission (CFCH) on Homelessness is tasked with bringing together governments, nonprofits, businesses, and leaders to identify solutions for this

challenging issue.

The Mission

Many in Central Florida saw people on the streets as lazy bums who lived off the government and the charity of others. CFCH leadership knew that without the support of the public, homelessness would remain a low priority in the eyes of local leaders. We strategized with CFCH and partners to launch a grassroots advocacy campaign to shift the way homelessness was perceived in Central Florida.

the results

The Rethink Homelessness campaign launched in October 2013 and became one of the most prominent cause-based brands in Central Florida.

-35,000 followers

-6M+ YouTube views

-Housing First becomes a City and County priority

-Record $6M unsolicited donation

-Orlando Sentinel + readers vote homelessness #1 most important story of the year

-Orlando Mayor makes homelessness an important city priority

Strategy

Consult on branding, content planning, and strategic use of social media for the provocative Rethink Homelessness campaign.

Develop posting strategy and campaign marketing, including the website, blogging, and other social platforms

Administer an aggressive campaign of strategically targeted Facebook ads to reach target audience throughout Central Florida

Facilitate events to engage community members and 'armchair advocates' in support of ending homelessness

Facebook likes growth from 0 to 10,000 page likes in three months

growing Facebook page likes from October to the first week of January

the right message for the right audience

Rethink Homelessness launched their social media campaign officially on October 10, 2013 with 100 likes on Facebook and a smaller presence on Twitter.

With the help of emotional content and aggressive ads, we helped the campaign grow to over 11,000 local followers in its first three months.

Rethink Homelessness Advocacy Campaign with FanDuel

website relaunch

From 2013 to 2017, we designed and updated a new and ever-growing website to meet the shifting needs of Rethink Homelessness.

Designed to drive users to action, the first iteration of the site featured four easy action steps and enabled leaders to create content on a blog as well as ongoing video content.

The campaign website also highlighted CFCH research and reports, a crowdfunding campaign, volunteer opportunities, and more.

community Events

During the second phase of the campaign, we partnered with community leaders and organizations to raise awareness through events.

At these events, we harnessed social media to extend the reach to millions of people, far beyond the number of people who attended IRL.

Local sports teams -- the Orlando Magic, Orlando Solar Bears, and Orlando City Soccer Club -- all stepped up to host awareness events.

At each event, we partnered with corporate sponsors (including FanDuel and Orlando Health) to match $1 for every tweet or post that used #rethinkhomelessness during the game.

We also helped to facilitate advocacy nights with Orlando community partners like Macbeth Studio, Kasa, and Local Love Orlando.

These informal evenings provided an opportunity for advocates to connect and take pictures in a custom photobooth to show their support.

Rethink Homelessness Advocacy Campaign with Orlando Mayor Buddy Dyer and Orlando City Soccer Club

Social Media

The Rethink Homelessness campaign harnessed powerful social media strategies to raise visibility for the cause of homelessness in Central Florida.

The strategy was based on creating original, emotional content. This incorporated a hybrid of data and stories -- often real stories of people experiencing homelessness in Orlando. The 'Cardboard Stories' video captured many of these 'real stories' and became one of the most powerful and memorable pieces produced by the campaign.

To better tell the story and help community members connect with the issue, the campaign also recruited 'lead advocates' to serve as narrators and storytellers for the mission.

With the help of these energetic advocates and a strong advertising strategy, the campaign organically caught the attention of multiple prominent influencers, including George Takei, Justin Timberlake, and William Shatner, and continued to grow.

extending the mission

The Commission's work on homelessness initially focused on helping people who had lived on the streets for many years, most of whom had a mental or physical disability that kept them from being able to work.

A couple of years into the campaign, CFCH began to explore ways to address other types of homelessness, including families and young adults.

We helped to work on a branding pivot for the campaign to raise awareness about youth homelessness, including creating concepts for a coffee cup sleeve (below) for distribution in local coffee shops.

Custom Designed Rethink Homelessness Business cards

Custom Designed Products for Advocacy Campaign Rethink Homelessness

Custom Designed Coffee Sleeve for Rethink Homelessness

International Gynecologic Cancer Society

The Client

The International Gynecologic Cancer Society (IGCS) works to enhance the care of women with gynecologic cancer worldwide through education, training, and public awareness.

Through a membership-based model, they connect doctors to share knowledge and research across borders, allowing the standards of care to increase in countries of all income levels.

The Mission

We worked with staff and leadership in a collaborative process to modernize the IGCS brand and website.

Our primary goal was to give staff the freedom to manage content and the membership database internally.

Leadership also wanted to enhance the member experience on the website, to make it a valuable resource and opportunity to connect with colleagues.

the results

We simplified and modernized the IGCS logo from the original 1987 brand, and produced a set of brand guidelines to ensure clear communication standards. The new website improved the public brand of IGCS as well as the online membership features, including:

-online applications

-online elections

-searchable directory

-education portal

-member payments
-dues renewal

-database with CSV feature for membership management

our approach

Interview IGCS leadership about goals and priorities for website

Survey membership about preferences for website usage

Create concept art for logos and brand materials

Outline functionality requirements

Structure, design, and develop new website and membership portals

showcasing impact

In order to achieve their goals of expanding membership to more gynecologic cancer doctors throughout the world, the new IGCS website needed to clearly communicate the mission and impact of the organization.

We worked with IGCS staff to demonstrate the mission and impact of the organization throughout the site, creating a variety of features and pages including:

-an interactive infographic highlighting unique details about each of the five main gynecologic cancers

-a map showing where IGCS members are based

-slider for member stories and testimonials

-sortable member spotlight archive

Brand Guidelines

Organizations like IGCS often need to clearly communicate their visual and voice standards with staff members, outside contractors, and creative partners.

We produced a detailed set of brand guidelines for IGCS to use on a recurring basis, including an outline of the mission and distinguishing values for the brand as well as logo requirements, chosen fonts, and color palettes.

member-exclusive features

IGCS members wanted more opportunities to connect with each other and access resources from biennial and regional meetings hosted by the organization.

In response to this demand, we worked with leadership to build a variety of member-exclusive features, accessible only through a password-protected portal. These features include:

-a members-only social network and discussion forum

-education portal with member-produced resources

-searchable membership directory

-editable member profile

-members-only blog

-streamlined access to professional journal

-voting portal for IGCS Council elections

logo rebrand

The original IGCS logo sent mixed signals to both existing and prospective members. The color red was not aligned with their values and abundant use of iconography also made it difficult to easily identify the cause of their organization.

We redesigned their logo to offer a clear visual representation of their misson statement. A new color palette for their rebrand also inspired wisdom and a sense of stability for their new look.

Orlando United Assistance Center

The Client

The Orlando United Assistance Center offers support, resources and hope for those impacted by the Pulse tragedy. Founded as a collaboration between the City of Orlando, Orange County Government and Heart of Florida United Way, the OUAC connects individuals and families with community resources to assist with healing.

The mission

-conceptualize and implement a branding campaign to increase the visibility of OUAC and position them as a pivotal support organization

-raise awareness about the ongoing mental health impacts of Pulse in Orlando

the results

After a series of interviews and creative exercises, we designed a campaign called "Together" and outlined a strategy concept to implement it. The campaign has included:

-social media posting

-print collateral items

-"Together We Talk" show on Facebook Live

-digital advertising & TV/radio PSA campaign

-open house event

-TV & print media visibility

campaign design

Working with OUAC required our team to draw on the depth of emotion that has affected the Orlando community since Pulse, and empathize with the realities of life for the many people who have been impacted.

Through a messaging workshop held with the compassionate staff at OUAC and other audience research techniques, we developed a branding campaign with clear, simple messaging that spanned social media, live video, digital and traditional advertising, print collateral, media visibility, and more.

Custom Advocacy Campaign Billboard for Orlando United Assistance Center

campaign message

The Pulse tragedy deeply impacted the Hispanic, Latinx, and LGBTQ+ community. As a result, this campaign also required us to create a theme that was easily accessible for both English and Spanish audiences.

As a team, we created a series of interchangeable messages based around the word "Together" to build the idea of solidarity and resilience:

Together we are hope.

Together we are strong.

Together we are love.

Together we are Orlando.

Brand Guidelines

We also produced a detailed set of brand guidelines for OUAC to share with staff members, outside contractors, and creative partners. These guidelines included an outline of the organization's mission and values, as well as logo requirements, chosen fonts, and color palettes.

Campaign brand guidelines for together campaign Orlando United Assistance Center

Branding Color Pallet for Together Campaign, Orlando United Assistance Center

logo re-design

To help the Orlando United Assistance Center get a "fresh look" in the community, we designed a new, simplified logo for the organization.

Campaign Materials

OUAC staff regularly attend events out in the community. They wanted to create promotional materials to display and hand out at their booth, and make available at the OUAC reception desk.

We designed an array of promotional items and facilitated printing through our partners at Bowled Over Promotions. These included a tablecloth, signage, pins, sunglasses, hand fans, brochures, an Instagram sign, and more.

Custom designed campaign swag, buttons, stickers, lanyards, and pins for Orlando United Assistance Center

Custom designed campaign accessories and swag - heart shaped photo prop for Together Campaign

campaign accessories

Our creative process also incorporated miscellaneous branded items like this set of Together We Are Strong fans that offer visitors a free takeaway -- a great addition to any outdoor events in Orlando!

brochure design

To further educate the community about the work of OUAC, the center needed takeaway materials for visitors. We created this brochure for those interested in learning more about the organization or how to get help.

banner signage

When OUAC attends community events, they needed banner signage to stand out from the crowd and effectively raise awareness about OUAC and the Together campaign. We created this set of three banners to be used interchangeably at the center or at events.

social media awareness

When we began working with them, the Orlando United Assistance Center presence on social media was limited to occasional posts on their Facebook page with low visibility and little video.

We began to support the staff in the creation of their social media content, and introduced a periodic Facebook Live show called "Together We Talk", in which staff member Joél Morales interviewed local community members including Orlando Mayor Buddy Dyer, Heart of Florida United Way CEO Jeff Hayward, mental health counselor Andria Roa, and OnePulse Foundation Executive Director Barbara Poma.

social media engagement

We also designed custom die cut print signs for OUAC staff to take to local community events to help increase their offline and online visibility.

Custom Designed social media picture frame

Custom designed campaign apparel for Orlando United Assistance Center

Campaign Apparel

OUAC has an amazing staff and crew of volunteers that work hard helping survivors and people impacted by Pulse every day.

We were tasked to create a set of t-shirt concepts to help team members spread the word about OUAC, and designed a community-inspired graphic to meet their needs.

SocialFresh

The Client

The annual Social Fresh Conference is the longest-running conference in the social media industry. Every year, the conference hosts marketers from leading brands to learn advanced digital marketing strategies, network with each other, and discuss the future of this ever-changing industry.

The Mission

-re-engage the Social Fresh email list and remove non-engaged subscribers

-generate interest in the 2016 conference and drive ticket sales through emails and Facebook advertising to custom landing pages

-provide on-site stage management and tech oversight at the conference

the results

Our relationship with Social Fresh conference began as enthusiastic new volunteers in 2014. Over the years, we supported the success of the event by providing email marketing and advertising support; recruiting vendors, volunteers, sponsors, and attendees; and serving as stage managers and tech directors during the conference itself.

Strategy

Design Facebook ads and remarketing campaign strategy

Build and manage audience targeting and lookalikes

Develop an audience re-engagement strategy and email automation campaign

Manage and update sales landing pages

Assist with volunteer coordination, stage management, and audio visual management during the conference

conference marketing

Promoting any event requires strategic targeting and effective messaging. For the 2016 conference, we supported Social Fresh in their ticket sales and conference marketing efforts by designing and managing a highly targeted advertising campaign via Facebook Ads.

We also helped Social Fresh build a more active email list by developing an automation strategy to re-engage their subscribers and build an email-driven sales funnel for the conference.

Social media and Facebook Advertisement design and implementation

conference support

Coordinating the details behind a large, highly produced event like Social Fresh Conference requires careful attention to detail and a lot of effort by volunteers and staff members.

The CTS Agency team has actively supported the event management of Social Fresh Conference, serving as audio/visual managers, stage managers, assisting with video, PowerPoint production, volunteer recruitment, and more.

Live posting from Social Fresh conference and other social media conference support