Social Media

Digital media is a powerful storytelling tool and ever changing in format and platforms. JKD helps clients engage audiences, grow reach and align digital content with larger business goals to ensure consistency across all communication efforts that support campaigns, events and elevates thought leadership.

Applewood is the largest family-owned service company in the Denver metro area and has thrived as a successful business for more than 50 years. At a time when phone apps weren’t the norm, Applewood management embraced the opportunity to incorporate the emerging smartphone/iApp technology into their marketing and communications efforts. They realized they would have to complement traditional outreach methods to grow the new/first-time homeowner (25-40 age group) sector for their residential plumbing, heating and electrical services.  In addition to the iApp, the company had never used social media to promote their services. The coupling of these two elements was a natural fit for the campaign.

Harkening back to the old childhood “I Spy” game, the “Eye-Spy the Orange Truck Contest” was created to leverage the more than 60 trucks canvassing the metro area on service calls. The rationale being Applewood’s trucks are easily identified and the contest adds an element of fun to the iApp launch.

Stepping out of its traditional marketing/public relations mode, Applewood took an engaging, innovative approach to highlight its business services to a new target audience.  New customer and service call goals were realized. The campaign goals were exceeded by 150%, with 50% of those being in the targeted 25-40 segment, 1800+ iApp downloads, 500+ contest entries (double the goal) and a 400% explosion in Applewood’s social networks led to ongoing conversations; development of specialized service promotions and furthered the reach of the Eye-Spy Contest with tweets and posts from contest entrants.

This campaign resulted in the public relations industry’s highest award, a Silver Anvil.