We have a proven track record of success across a wide range of industries.
Here are several examples of how we’ve helped our clients achieve success. From a grassroots marketing approach to an aggressive media relations plan, we tailor our wide variety of communications expertise to meet our clients’ needs.
Please... judge us by
what we've done
Glofish® Fluorescent Fish
Situation
GloFish® fluorescent fish are brilliantly wonderful fish that add color and excitement to any aquarium, whether at home, at the office, or in classroom. GloFish are a natural wonder developed through special breeding. They absorb and re-emit light – creating a unique Glo-ing effect. GloFish are sold in various retail stores, including independent fish stores, some regional and national pet retail stores.Despite experiencing strong sales in 2006, Yorktown Technologies, L.P., the exclusive licensor of GloFish, had many obstacles to overcome. The company needed to increase and sustain local, regional and national retail partners in an incredibly competitive market. In addition, GloFish needed to establish and position its brand as a “must have” among retailers and consumers in its niche.
Yorktown Technologies enlisted the help of Wellington Group to help retain and obtain retail partners to carry and sell GloFish in their stores.
Communications Program
Wellington Group developed sales collateral to ensure retailers were successful at selling GloFish; this included: display tips, frequently asked questions (FAQ), sales tips, key messages, a care sheet, a counter display card and a tank display card. The sales collateral had to be unique and fun in order to excite retailers and sales clerks, as well as ensure the brand messaging was carried through to the consumer. Wellington Group added a creative and vibrant spin to GloFish marketing material to help the branding really Glo!
For example, GloFish doesn’t just offer red, green and orange fish. GloFish are available for purchase in three stunningly beautiful colors: Starfire Red®, Electric Green®, and Sunburst Orange®. Adding creativity and zest to the sales collateral built the enthusiasm needed by retailers to not only carry the product, but also drive sales.
Also, with a new logo, merchandising kit, central branding message and core message for the company, Wellington Group was able establish a brand promise – Experience the Glo™! – for GloFish and help refocus the company for long-term success.
Results
From the onset of the plan to date, Wellington Group has significantly increased exposure for GloFish, resulting in a dramatic sales increase. GloFish is now considered an industry staple as a product and is now sold in all national and regional retail chains, as well as most national independent stores.
American Recovery Association
Situation
ARA is the largest non-profit organization of professional finance adjusters and asset recovery specialists. The association connects lenders with highly skilled, certified recovery specialists all across the country.Despite its size, ARA continuously faces challenges with recruiting and retaining members. While member benefits are plentiful, association dues, membership guidelines and competing organizations can deter individuals from becoming a member or renewing their membership. Regular education and communication about membership benefits is critical to maintain ARA’s leadership status in the repossession industry. Part of this education is the organization’s annual convention. Every year, ARA hosts a convention for new and potential members, lenders, and vendors. During the three-day event, participants discuss topic and issues in the recovery and lending industries and have the opportunity to network with their peers. The information obtained and contacts made at the annual convention help members continue to be successful in their business. The convention is one of many benefits ARA offers to its members.
Communications Program
Due to a limited budget, Wellington Group was challenged to creatively promote the convention, while keeping costs to a minimum. Mass mailers were too expensive and time was limited, so Wellington Group created a “Signature Series” – a series of articles leading up to the conference that would promote the annual convention. The bylined articles also served to educate and prepare the target audience for the convention discussions. Wellington Group interviewed board members and key leaders within the organization and drafted seven articles, accompanied by an introduction letter from ARA’s president. One new article was distributed to members each week, for seven weeks. All articles were also available on the organization’s website.
Results
Members were excited about attending the ARA convention and ready to discuss the topics they had been reading about for seven weeks. Members were able to think about the industry issues and get the most value out of the conference by talking with peers, etc. Due to the writing and distribution of the articles, Wellington Group significantly increased attendance at the convention over the previous year. Wellington Group was also able to educate and update members on the organization’s current and future projects.
Mary Lou's Weigh
Situation
The growth of the weight-loss industry has not only overwhelmed consumers, but also created a backlash against unbelievable claims, quick-fix gimmicks and hard-to-follow plans. Unfortunately, the bathroom scale - one of the simplest and most successful tools for weight loss - is often ignored and even feared. For some people, stepping on a scale can be depressing, defeating and completely de-motivating.Mary Lou’s Weigh, created by Austin-based CD3, Inc., is the reinvention of the bathroom scale. Mary Lou’s Weigh logs your weight, but will never tell you how much you weigh – you’ll only be told how much weight you’ve lost or gained. It keeps you aware of what’s working so you can respond before you gain.
The Mary Lou’s Weigh Platform motivates and guides you through an achievable 10-pound weight loss goal with audible feedback, including music, applause, fun electronic tones, helpful health tips and positive reinforcement. After the 10-pound goal is achieved, the Platform resets automatically so you can either maintain your weight, or go for another 10 pounds.
Product Marketing
Wellington Group was retained very early on in the product lifecycle and was a critical part of the team that developed Mary Lou’s Weigh. In addition to developing a comprehensive marketing plan for the product, the Wellington Group team helped develop all platform materials, including voiceover scripts, accompanying motivational book and DVD, as well as an online community. Wellington Group also sourced all voiceover talent for the product and managed the relationship with Mary Lou Retton and her manager during product development, launch and public relations campaign.
Solution
Following production of Mary Lou’s Weigh, Wellington Group initiated a consumer research campaign to gather consumer behaviors and reactions to the product, including conducting focus groups at Baylor College of Medicine and at a weight-loss support group.
After completion of consumer testing, Wellington Group developed a comprehensive public relations and product marketing campaign aimed at building the Mary Lou’s Weigh brand, building and sustaining traffic to the Mary Lou’s Weigh website, creating demand for the product, and branding Mary Lou Retton as an authority on health, fitness and weight loss.
To do this, Wellington Group developed a comprehensive public relations plan that capitalized on the timing of the Beijing Summer Olympics and Mary Lou Retton’s past Olympic success to generate media attention for Mary Lou Retton and Mary Lou’s Weigh. With timing identified, Wellington Group developed key messages that positioned Mary Lou’s Weigh as a “back-to-basics”, non-threatening tool to help individuals lose weight and stay healthy. To continue the dialog, Wellington Group also implemented an online consumer engagement program. The team directly responded to customer feedback on the website, answering questions about the product and encouraging consumers to share their successes, tips and motivational words for others.
Conclusion
From product development to product launch, Wellington Group worked side-by-side with the client throughout the entire process. Wellington Group even played a key role in securing product placement on QVC and in Houston-based Academy Sports + Outdoors stores. Since the product launch, Mary Lou’s Weigh has been featured on QVC, in broadcast and print news outlets and at numerous conferences and tradeshows. More importantly, thanks to Mary Lou’s Weigh, thousands of people have started their weight-loss journey.
South Padre International Music Festival
Situation
Texas’ South Padre Island wanted to increase its tourism and offer a new attraction that could put this gorgeous, little resort town on the map as the premier resort destination on the Gulf Coast.South Padre Island Convention & Visitors Bureau (SPICVB) partnered with GamePlan Marketing & Events to host an International music festival to bring culture and music to South Padre Island. Wellington Group was brought in as a strategic partner to promote the event locally, regionally, nationally and internationally to ensure the success of this annual, tropical music festival.
Public Relation's Campaign
Wellington Group developed a comprehensive public relations plan that aggressively targeted a wide range of print, online and broadcast media by capitalizing on the name recognition of feature bands and sponsors. Wellington Group worked closely with participating bands to secure interviews and ensure the bands were promoting the festival to their fans.
Leveraging its connections, Wellington Group also secured event participation from the Grammy Association. With the help of the Grammy’s Texas Chapter and the organization’s SoundChecksSM program, Wellington Group targeted local schools and invited select students interested in a music career to go behind the stage at the event and meet with the headlining band. Wellington Group also worked with bar owners in various cities, including Monterrey, Mexico, to host South Padre International Music Festival promotional parties.
Results
More than 8,000 people attended the South Padre International Music Festival to watch 64 top local, regional, national and international bands perform on 14 different stages.
Wellington Group secured local, national and international coverage for the three-day festival in more than 50 different print, online and broadcast media outlets.
Artists who performed include: Airline, Amy Atchley, Amy Cook, Big Burn, Bill Harvey, Bongo Dogs, Bombasta, Boombox, Brownout, Carrie Elkin, Danny Schmidt, Dirty Dozen Brass Band, DJ Gmau, Dr. Zog, Eidman Hall, Eric Hanke, Espina, Frontera Jazz Quartet, Gerry’s Kids, Ginger Leigh, Green Mountain Grass, Grupo Fantasma, Haydn Vitera, Homer Hiccolm & the Rocketboys, Honeybrowne, Hope for the Stars, Ideophonic, Jaguares, Jesus Warr, Joy Davis, Jumbo, Kathleen Braun, Leonhardt, Leslie Blasing, Los Amigos Invisibles, Meridian West, Mike Doughty, Miser, Moving Matter, Nakia & His Southern Cousins, “On the Roadside” Allstars, Papa Mali, Patrice Pike, Pelican West Band, Peoples Army, Phillip Thomas Kellogg, Pilaseca, Plastilina Mosh, Rabanes, Reckless Kelly, Robert Earl Keen, Robert Randolph & the Family Band, Ruby James, Slim Richey, Stereo Kitsch, Stewart Mann, Suzanna Choffel, The Authors, The Gospel Silvertones, The Throwbacks, The Jitterbug Vipers, Third Coast, Trombone Shorty & Orleans Avenue, Twanguero, Two Tons of Steel, and Wesley Cox.
Testimonials
"Wellington Group's enthusiasm and passion for its clients’ successes shows in every aspect of the agency's work." –Les McCook, Executive Director of American Recovery Association, Inc."Wellington Group is exceptional in gaining media traction on a regional and national level. This boutique firm packs as much punch as many of those ten times its size!" - Tim Hayden, CEO, GamePlan Marketing & Events
“Wellington Group always knows what is newsworthy for our station and its viewers. They are always extremely professional when pitching stories and their pitches are thorough and concise. Wellington Group is an agency I actually like working with.” – Byron Wilkinson, KRIV FOX 26/KTXH MY 20 Houston
“Wellington Group’s team is a group of exceptionally talented marketing professionals. They are a great pleasure to work with and their results are tremendous!” - Alan Blake, Founder of GloFish & 800GloFish Kit
“Wellington Group has led two successful PR campaigns for the annual Association for Women in Technology’s Women’s Conference. Their expertise, professionalism and creative ideas secured unprecedented coverage resulting in brand equity and increased attendees for the event.” -Shauna Martin, President Elect for the Association for Women in Technology
Clients & Experience
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