In 2018, the Globetrotters set off for their first tour in China since 2013, and became focused on building their brand in country.
Fullreach China became the digital media agency in China prior to the tour to help the Globetrotters build a social media presence and an audience of loyal fans in China.
OBJECTIVES
From day one, Fullreach was tasked with establishing an official Weibo and WeChat account to grow followers in preparation for the 2018 Globetrotters China Tour and ultimately support the brand’s long-term development in China.
Executed special coverage of 2018 China tour.
Achieved over 6 million content views on the Harlem Globetrotters topic page.
As a traditional church community in the Midwest, St. Lorenz has struggled like many churches to develop a strong digital platform to communicate with current and prospective members.
The COVID pandemic forced churches to shut their doors, eliminating in-person worship services, the quintessential piece of member participation.
St. Lorenz was seeking outside digital marketing expertise to help the organization develop a digital communications strategy to support church and school engagement in the digital age.
OBJECTIVES
• Interview key personnel at both the church and school, lay leaders, and members across demographic groups.
• Develop and execute focus groups to secure alignment on the St. Lorenz brand, and determine where gaps exist.
• Reviewed the viability of technology communication vendors and church management software.
• Design and execute a congregation-wide survey to seek input on church values to be incorporated into a messaging strategy
Secure buy-in from the congregation for the establishment of church values.
Establish relationship and developed work plan with technology vendor to develop a unified app and website for the church and school.
Developed strategy and oversee the operation of St. Lorenz social media accounts.
Created and trained communication processes around a central communication hub.
During China week, our team was on hand on-the-ground with the client to produce content designed specifically for social media. We also ran a campaign to solicit questions from Weibo users for the chance to be seen on the official Pac-12 Weibo newsfeed and win merchandise.
TICKET AND MERCHANDISE GIVEAWAYS
We partner with our client as well as the ticketing agent, Damai, to execute giveaway promotions of Pac-12 merchandise and game tickets to create a buzz around the game and acquire new followers.
The Pac-12 Conference is one of the most preeminent and historic athletic conferences in the National Collegiate Athletic Association (NCAA). The conference has leaned into “going global,” and has made a strong commitment to the Chinese market. In 2015, the Pac-12 launched the “Pac-12 China Game,” an annual regular season contest, taking place in Shanghai, China, featuring the men’s basketball team of one Pac-12 member school and a worthy opponent.
On November 10th, 2018, the Pac-12 held the 4th annual Pac-12 China Game at the Baoshan Sports Center in Shanghai, featuring the University of California and Yale University.
This is at the core of what Fullreach does. We partner with KOLs on the Chinese web by sharing content and resources, and have built up a core group of KOLs that regularly promote Pac-12 content. We organize these KOLs to execute special promotion and interaction for the month leading up to tip-off. This special engagement leads to maximizing impressions and content exposure to millions of new potential fans on Weibo.
STRATEGIC PAID PROMOTION
Our team developed and committed to a promotional budget for the period that was designed to be cost-effective and maximize the reach to Chinese basketball fans.
OBJECTIVES
• Advertise and promote ticket sales
• Widely publicize coverage surrounding activities during the China game week.
• Use the period to increase the following of PAC-12 accounts in China
69% increase in interaction on Weibo
Coordination of 8 KOL partners and interaction with large official NBA-Affiliated accounts, including the official NBA Weibo account with over 38 million followers.
Over 9 million post views in 30 day.
Over 10 million views of the official #PAC-CHINAGAME topic page.
Independent insurance agencies in general are experiencing major market disruption, as large insurance conglomerates have largely commoditized insurance products over the last few decades.
ERA identified that as a business, they lacked a strategic approach to marketing and social media and were seeking external expertise to advise and propose solutions.
ERA was looking to identify new ways to generate more referrals in the digital age.
OBJECTIVES
• Interviewed managers and sales-side personnel to understand the message about the ERA brand being communicated to clients.
• Support the marketing specialist through training sessions.
• Establish and facilitate a cadence of marketing meetings to gather input from client-facing staff from around the business.
• Provide feedback and advisory to CEO and firm principals
ERA Brand Document and plan for implementation throughout the firm to drive referrals.
A framework for training staff in "Living the ERA Brand"
Provided strategic advisory to leadership team to drive cultural transformation at the firm.
ERA Secured consistency of messaging and publication of key marketing pieces in print and online news sources.
The National Basketball League is Australia’s preeminent professional basketball league.
In 2016, the NBL set it sites on building its market presence in China, securing agreements to broadcast live NBL games in China for the 2016/17 season with both Sina Sports and AliSports, respectively.
OBJECTIVES
Launching and maximizing follower growth for the official NBL Weibo account.
Localizing NBL content and distributing to NBL media partners in China, Sina Sports and Alipso Sports.
We also engaged strategic basketball-related KOLs to introduce them to the NBL and to secure cross-promotional posting schedules.
Provided localized coverage of the 2017 and 2018 China tours of the NBL ALL-STAR team, as well as the 2017 China tour of the NBL team, Melbourne United.
Secured localized coverage of each NBL game during the NBL season.
Fullreach China became the digital media agency in China prior to the show to help the Monster Jam take advantage of the show to build a social media presence and secure an initial base of loyal followers.
OBJECTIVES
As the digital media agency, we were tasked to educate Chinese fans about Monster Jam, boost ticket sales, and build an initial following for the brand on social media to build a foundation for future brand growth in China.
We also partnered with dozens of Weibo Key Opinion Leaders and bloggers, primarily in the motorsport category, to introduce Monster Jam to likely fans that would be interested in this type of event.
On event day, our team was on hand to live broadcast parts of the show to fans on Weibo, as well as to interact with fans by creating a “Weibo Frame” board for them to take a picture of themselves and post to social media.
Executed the promotion and delivery of 300 event tickets.
Achieved over 4 million content views on the official Monster Jam Beijing Topic Page.
