Our Creative Group brings your brand and organization’s message to life – turning your campaign’s ideas from concepts into branded, cohesive, appealing materials that cut through the clutter and call your audience to action.
Our Creative Specialists operate by a time-honored axiom we call I3: Information + Imagination = Inspiration.
Our Customer Stories
Arkansas Soybean Promotion Board – Field to Film: Career Snapshot Series
The Story: The Arkansas soybean industry is a $2 billion industry in the state and every soybean farmer pays into the commodity’s “checkoff” program. Those checkoff funds are administered by the Arkansas Soybean Promotion Board (ASPB), which invests them in 1) research, 2) promotion and 3) education.
The Cast of Characters:
- Arkansas Soybean Promotion Board
- Arkansas Agriculture Young Professionals
Our Part in the Story: Our work with ASPB includes conversations with many agriculture advocacy groups like the FFA and 4-H. Over the last six years, the leaders of these organizations have told us that students are becoming less interested in pursuing careers in agriculture.
We conducted interviews with agriculture education professionals in Arkansas. Results showed a steady decline in the number of students who planned to pursue a career in agriculture, even students who belonged to organizations like the FFA.
Our solution was a digital film series focused on communicating career opportunities in the agricultural industry to Arkansas high school and college students. The series, Field to Film: Career Snapshots, demonstrates to Arkansas students that working in the agriculture industry does not mean “going back to the farm” or limited options and can be a career path that requires many different skills sets.
This video series was promoted through the ASPB’s Facebook, Twitter and Instagram channels to drive views and website traffic, where the series was featured on the homepage of their website. Our team distributed the series as a YouTube playlist to FFA state administrators for easy sharing with students, faculty and via their own digital channels.
The Story Continues: The Career Snapshot series has been well received by high school seniors and college students. The video series is considered to be the most successful student communication tactic the ASPB has implemented to date. We recently spent time with 1,400 high school students, many of whom told us they were now considering careers in agriculture, because they learned how diverse the work and personnel can be in that industry. In total, the six videos produced in 2015 for Field to Film: Career Snapshots reached over 40,000 Arkansans with more than 17,000 video views. Click here to watch this award-winnings video series.
Better Beginnings – Television Spots
The Story: Better Beginnings, a program of the Arkansas Department of Human Services, connects Arkansas families with information and care that helps their children experience a safe, happy, healthy childhood. Better Beginnings is designed to improve the level of quality in childcare and early childhood education programs across the state.
The Cast of Characters:
- Arkansas Better Beginnings
- Arkansas Department of Human Services, Division of Child Care and Early Childhood Education
- Young Arkansas Children
Our Part in the Story: Our team developed words to describe the services and characteristics that are common in high quality child care facilities. These words were developed into a word cloud and creative concept, which was later used to launch a complete campaign. The campaign consisted of the first television spots to be produced for Better Beginnings since 2010, when we first launched the program to the public.
The purpose of the television spots were to visually show families the benefits of high quality child care and tell them how to locate a Better Beginnings provider in their community. The TV spot concepts were built around eight keywords associated with high quality care: happiness, exploration, adventure, imagination, literacy, math, drama and discovery.
In addition to the two television spots, we developed a series of 15-second videos from the eight keywords used in the spots for use on Facebook and Instagram. These videos were developed as added value for Better Beginnings’ social channels to reinforce the television spots.
The Story Continues: Today, the television spots continue to run through the Arkansas Broadcasters Association. The spots can also be seen on the Better Beginnings YouTube channel.
Other services we have provided include:
- Logo development
- Campaign launch in an all-day conference
- Radio spots
- Print ads
- Public relations
- Social media
Healthy Families – The Happy Birthday Baby Book
The Story: Healthy Families began in 1990 as the “Campaign for Healthier Babies.” The campaign used The Happy Birthday Baby Book to encourage pregnant women to seek early and continuous prenatal care in hopes of improving birth outcomes and a higher quality of life for both mother and child.
The Cast of Characters:
- Arkansas Department of Human Resources
- Arkansas Department of Health
- Tennessee Department of Human Resources
- Tennessee Department of Health
- Shelby County Department of Health
- The Healthy Families Coalition
Our Part in the Story: The Happy Birthday Baby Book was created and developed by The Communications Group. The Happy Birthday Baby Book became the easy to read, go-to book for expectant women in Arkansas and West Tennessee.
Healthy Families research and focus group results indicated women wanted information beyond pregnancy. The Happy Birthday Baby Book content was expanded and a second book created for children through age 5 with reliable information and advice for moms and families.
The Healthy Families website contained both The Happy Birthday Baby Books. The books were available for download, online reading or ordered from the site.
The Story Continues: More than 500,000 women in Arkansas and Tennessee have received the award-winning Happy Birthday Baby Books – a pocket-sized guide to healthy pregnancy and keeping families healthy and safe.