Client: Experience Fayetteville

A UCI World Championship is an honor that few cities globally have the privilege of hosting. Experience Fayetteville, the destination marketing organization for Fayetteville, Arkansas, held the historic sporting event that would put the city front and center on the world stage of cycling from January 27-30, 2022, drawing thousands of cyclists, spectators, media and volunteers from around the globe.

The Walmart UCI 2022 Cyclo-cross World Championships was only the second time in 73 years for the sport’s pinnacle event to be held on U.S. soil. Such a unique opportunity required a unique reporting vehicle that Experience Fayetteville could use to take stakeholders on a look-back ride starting from the event’s conception in 2018 to final execution in 2022.

The Sells Agency developed a comprehensive report that used vibrant photography to visually chronicle the excitement of both the World Cup and the World Championships alongside engaging narrative to share details including:

• 219 cyclists
• 21 nations represented
• 17,500 total attendance
• 500+ volunteers
• 150+ media representatives
• 10,440 pounds of waste diverted from landfill

The 2022 Walmart UCI Cyclo-cross World Championships report was presented by Experience Fayetteville CEO Molly Rawn to the Fayetteville Advertising and Promotion Commission in April 2022. WATCH HERE.

Click here to view the full report.

Client: Experience Fayetteville

Believed to be the state’s first mobile visitor center, “Vanny” as Experience Fayetteville staff affectionately refers to it, was developed as an asset to help Experience Fayetteville amplify its marketing message and further position the city as a vibrant, forward-thinking place to live, work and play. Vanny sets Fayetteville apart from other destination marketing organizations and is another tool in the Experience Fayetteville toolkit that makes the organization a go-to resource for enhancing a Fayetteville experience while its happening or for planning future visits.

In addition to designing the wrap that gives Vanny it’s uniquely modern, yet retro vibe, The Sells Agency also guided functionality discussions that led to a final vehicle with such features as:

• Video screens
• Solar panels to power the video displays
• Concession style window for passing out everything from visitors guides to local fare and craft beers to branded t-shirts and cups
• Secure shelving to store Experience Fayetteville merchandise

Fayetteville residents and guests can expect to see Vanny at special events ranging from festivals and conferences to sporting events and attractions around Northwest Arkansas and beyond. Follow Vanny on Experience Fayetteville’s social media channels #fayettevan.

Client: Hot Springs Village

SITUATION

Hot Springs Village is the largest gated community in the United States and was developed in 1970 as an active lifestyle community catering primarily to retirees. It encompasses more than 26,000 acres and features 9 golf courses, 11 recreational lakes, 30 miles of hiking and biking trails, a performing arts center and more.

Sells Agency was hired in early 2020 to partner with the POA in developing and executing an integrated marketing plan to drive growth in new residents and amenities revenue. The marketing budget for 2020 would remain the same as previous years, but we were tasked with improving results.

GOALS

Our 2020 goals were:

• Increase the number of prospective homeowners to their website
• Increase the number of new homes being built, as measured by building permits issues
• Increase the number of “Discovery Packages” sold to prospective residents
• Increase non-resident golf revenues

PLAN

To achieve these goals, there were several key elements of our marketing plan, including:

• Rebuild the website which was underperforming in attracting search traffic for retirement and active lifestyle communities and which was not generating enough leads
• Transition what had been a traditional media approach (75% of advertising dollars had been dedicated to print publications) and move to a digital-first approach, recognizing that the majority of retirement relocation prospects began their search online, and
• Develop and market regionally a “Stay & Play” golf package

RESULTS (Sells Agency hired in early 2020)

• Website Visitors
  • The new site, launched in June 2019, more than doubled organic traffic through effective SEO
• Building Permits
  • 2015-2019: 54 average permits per year
  • 2020: 90 permits
  • 2021: 132 permits
• Discovery Packages
  • 2018: 37
  • 2019: 81
  • 2020: 133
  • 2021: 182
• Non-Resident Golf Revenue
  • 2019: $418k
  • 2020: $434k (despite 6 months of COVID-19 lockdown)
  • 2021: $783k

Client: Texarkana, Arkansas A&P Commission

SITUATION

The Texarkana, Arkansas, Advertising and Promotions Commission strives to increase awareness of their city’s restaurants, hotels, and attractions. When we began working with the A&P Commission, there were no existing social media channels. We created and managed the A&P Facebook and Instagram social channels as well as developed and executed a social media strategy to increase awareness of Texarkana, Arkansas, as a tourist destination and encourage visitors from surrounding cities and beyond.

GOALS

• Establish presence and grow engagement on Facebook and Instagram
• Increase awareness of Texarkana, AR as a tourist destination in the Ark-La-Tex region
• Encourage visitors to eat at local restaurants and stay at hotels in #OurTexarkana and, as a result, increase HMR tax collections in Texarkana, Arkansas

PLAN

Based on our goals, our social content strategy focused on 2 key messages:

• Showcase the unique, quality local food scene in Texarkana
• Increase awareness of the attractions and events in Texarkana

ACTIONS

• Developed monthly social content calendar for Facebook and Instagram
• Developed a monthly Texarkana events calendar
• Photo and video shoots to gather high-quality photo and video content, including local restaurant feature videos and several short, 30-45-second vignettes for use on social media
• Wrote monthly blog posts

RESULTS IN FIRST 12 MONTHS

• Total HMR tax collections increased by 6.7% in 2019
• Total HMR restaurant collections increased by 8.3% in 2019

Facebook:

• Over 5,400 Page Likes
• Over 81,000 users engaged with the Facebook Page
• 1.6 million users reached
• 2.1 million impressions

Instagram:

• Over 2,100 Followers on Instagram
• Over 15,000 Instagram engagements
• 336,000+ users reached
• 494,000+ Impressions

Facebook and Instagram:

• 21,164 website sessions from social

Client: Fayetteville A&P Commission

SITUATION

Over the past several years, there has been a continuing increase in students at the University of Arkansas, Fayetteville, who hail from Missouri and north Texas. This, combined with the continuing emergence of digital media and online travel planning from consumers, has meant that there are a plethora of new opportunities to better target leisure travel consumers in these two markets.

GOALS

The primary goal of this campaign was to increase the number of leisure travelers to Fayetteville thus increasing tourism tax collections.

• Expand videos used for pre-roll and television beyond the key visitor demographics of families, empty nesters and solo travelers.
• Analyze previous digital marketing efforts for possible new ways to maximize budget and reach more viable potential visitors.
• Make it super cool and awesome.

PLAN

The Sells Agency created video spots and digital display ads that appealed to specific categories of travelers (empty nesters, young adventure seekers, LGBTQ consumers, etc.). This content was deployed to several specific markets: Dallas/Fort Worth, Tulsa and Springfield, Mo. A specific landing page for these digital marketing efforts was developed in 2014 to help drive consumers further through the marketing funnel. More refined efforts in targeted marketing began in 2017 with new digital marketing technologies combined with creative messages speaking specifically to the key demographic groups.

RESULTS

In 2017, traffic to the landing page increased 269% year-over-year as a result of the targeted digital marketing and despite the digital media budget being essentially unchanged from the previous year. Additionally, in 2017, Fayetteville had the highest tourism tax collection increase of all Arkansas cities that collected at least $1 million in tourism taxes.

SERVICES

Media Buying; Video Production; Digital Marketing

Videography

Client: Arkansas Better Dads

SITUATION

Arkansas Better Dads helps men throughout the state become better fathers by inspiring them to be the best fathers they can be, providing instruction, equipping them through education, and creating opportunities for interaction with their families. ABD receives grant funding from Temporary Assistance for Needy Families (TANF) while also working with the Arkansas Department of Workforce Services (ADWS) and the Arkansas Governor’s Office. In 2019, The Sells Agency partnered with First Assembly of God, North Little Rock – the program administrator - to strengthen marketing efforts and allow ABD’s mission to reverberate throughout Arkansas.

GOALS

The primary goal of this campaign was to help maximize exposure and increase the overall impact of Arkansas Better Dads.

EXECUTION

The Sells Agency worked collaboratively with Arkansas Better Dads to develop their brand and creative concepts that align with their mission. Once complete, Sells utilized a wide variety of marketing tactics to foster awareness and drive engagement. This included a program website, in-stream video, Connected TV, YouTube, online display, social media, streaming audio, paid search, print, radio, broadcast television, and outdoor billboards.

RESULTS

The program and marketing were very successful and included:

• Governor's Summit - over 500 people attended this one-day event for fathers, program partners and media
• Men who have signed the ABD Challenge - Signed Pledges to Date: 2,555
• Community Activities - 107 known activities (many activities were multiple weeks or activities)
• Number of unique outreach partners statewide – 92
• Estimated number of attendees at these activities - over 50,000 people attended sponsored or partnered events

Because of the noted results, Arkansas Better Dads was pleased with the success of the marketing strategy and implementation.

SERVICES

Creative Development; Copywriting; Media Planning; Media Buying; Traditional Marketing; Digital Marketing

Client: Jason International

SITUATION

Jason International, a major designer and manufacturer of hydrotherapy baths, was in need of a new look, specifically with its brochure that they use for their sales and marketing. This brochure would also feature a brand new bath collection. Instead of looking outside Little Rock, Jason International approached Sells Agency because they knew we could provide high quality design and photography at a better value – or at least that’s what we tell ourselves.

New design. New photography. New brochure. And on top of all that, it’s for an international company who specializes in design and aesthetics, so no pressure or anything.

GOALS

• Create a new product brochure featuring all bath collections
• Blow their minds

PLAN

Sells worked hand-in-hand (figuratively) with Jason International to line up a photographer and models. Once all the pics were snapped and art directed, it was time for layout and design for what would become a brand spankin’ new 48-page product brochure. Once Jason gave us the thumbs up on a layout, it was off to the printers (client’s choice, of course)! Finally, we provided press check services and the rest is history. And by history, I mean this case study.

SERVICES

Copywriting; Creative Development; Photography; Traditional Marketing

Cover Photography

Spread

Client: Experience Fayetteville

SITUATION

Experience Fayetteville wanted our help in raising awareness for one of its Spring 2016 grant recipients, the Northwest Arkansas Center for Equality. Specifically, we needed to develop a new creative identity and campaign for their 10^th annual weeklong celebration of the LGBTQ community of Northwest Arkansas – called NWA Pride.

GOALS

• Design and develop a brand identity that best represented NWA Pride’s spirit and mission
• Plan and execute a digital marketing campaign in targeted metro areas

PLAN

We presented NWA Center for Equality and Experience Fayetteville several creative concepts, each with unique design elements. Once a concept was approved, it was then formatted into layouts for both traditional and digital media. For two weeks leading up to the event, Facebook ads were strategically targeted toward persons aged 25-54 in Little Rock, the Fort Smith/Fayetteville DMA, Springfield and Joplin.

RESULTS

• Estimates of the event’s attendance were between 5,000 and 6,000, shattering the attendance record of 2,000 set the previous year, according to the Arkansas Democrat-Gazette (June 19, 2016).
• The display campaign resulted in 340,673 impressions and 181 clicks, and the Facebook ads saw 331,296 impressions with 5,836 clicks.
  • 28% of display clicks were in Fayetteville or Bentonville, and the Facebook ads had a reach of 131,775 unique views

SERVICES

Creative Development; Media Planning; Media Buying; Digital Marketing

Creative

Photography

Client: BlackJack Boats (K2 Marine)

SITUATION

K2 Marine asked the Sells Agency to help rebrand and develop a marketing plan for its premier line of center-console bay boats, BlackJack Boats, to increase awareness and demand as the boat manufacturer began expanding its production capabilities.

GOALS

Ultimately, Sells was tasked with helping BlackJack achieve parity with its competitors in regard to marketing efforts. To do so, the agency was asked to revamp the BlackJack website, create a brochure and digital advertisements — both firsts for the line — as well as increase engagement on its social media channels.

EXECUTION

First, Sells conducted an analysis of competitors, including a thorough review of marketing and communication practices of the largest and the fastest growing competitors, such as websites, marketing materials, etc. Also, Sells conducted two surveys, one with BlackJack’s network of dealers and another with BlackJack owners; doing so allowed Sells to determine the line’s strengths from both those charged with selling the boats and those who’d purchased them.

Next, based off survey findings, Sells was tasked with developing and executing a marketing plan based on agreed-upon objectives and goals. Goals were to: 1) increase sales in 2018 compared to 2017, and 2) for BlackJack to be more widely known among saltwater bay boats owners/buyers as a brand that offers high quality bay boats with show-stopping design and an unmatched ride from long-time, well respected boat builders. Objectives included: 1) increase traffic to our website and social media properties from potential buyers who are researching bay boats; 2) increase engagement on our website and social media channels; and 3) increase inquiries about BlackJack boats through our dealers

Media plan — Sells developed a mixed-media plan aimed at increasing awareness of the BlackJack line in targeted metro areas throughout the Gulf Coast, where BlackJack dealers are located, as well as driving prospective customers to the website. Media tactics for 2018 Q3/Q4 — once the website was live — included display banners and paid search. For 2019, media was planned for Q1, because the 3-month period of Jan. - March is the industry’s “boat show season,” in which the majority of annual boat shows are held and a large percentage of purchase inquiries are initiated. Media tactics for 2019 Q1 continued the display banners and paid search campaigns; also, selected boat shows were geo-fenced to drive attendees to BlackJack dealer booths.

Creative —Sells developed digital marketing materials that were both visually compelling and driven by messaging anchored around key strengths found in the research. To be visually compelling, the ads would be photo driven, featuring images that showed the boats in action (going full speed, people fishing, etc.) and features that distinguish BlackJacks from competitors. Messaging focused on the following messages: superior performance, hand-crafted quality, show-stopping design and limited availability. All would include a call-to-action of clicking to learn more by visiting the website.

Website — Sells and its partner company, Pixel Perfect Creative, designed and developed a website aimed at being both visually compelling and informative. The design was driven by large, colorful
photos of the boats and people fishing, as well as a simple, clean layout with colors found in the
creative and brochure for brand consistency. Floating navigation tools and buttons allowed for easy search. The key-performance-indicators for the website were to: 1) learn more about BlackJack models, 2) view a brochure (by either downloading a PDF, viewing an interactive flipbook or ordering one mailed) and 3) visit a nearby dealer.

Brochure — The BlackJack brochure, like the ads and website, was aimed at being visually compelling and informative. It features large, colorful photography of the boats and people fishing, as well as side-by-side comparisons of standard features and options for each BlackJack model.

RESULTS (2018)

Below are website traffic data for the first three months (Aug-Oct 2018) after the website was launched, compared to the previous six months (Feb-July 2018):

• Users: +135%
• Sessions: +111%
• Overall pageviews: +161%
• Pageviews in target states:
  • Texas: +171%
  • Florida: +211%
  • Louisiana: +50%
  • North Carolina: +237%
  • Georgia: +164%
  • South Carolina: +237%
  • Alabama: +86%
  • Mississippi: +68%

Comparing the same time periods, the BlackJack Facebook page saw the following engagement metrics:

• Page likes: +37%
• Average daily users: +987%
• Average daily organic impressions: +1,145%

Also during Aug-Oct 2018, paid-search ads garnered 10,990 clicks at a click-through-rate of 3.86%, and display ads saw 1,701 clicks (CTR 0.11%) and 405 view-through conversions.

Services

Research; Branding; Website Design; Creative Design; Media Planning