Hang on a second while we grab that post for you.
Pace Communications is one of the largest and most successful agencies of its type in the world. Our people are recognized as leaders in the field and our account list includes some of the North America’s most successful brands – including Four Seasons Hotels and Resorts, American Cancer Society, Southwest Airlines, USAirways, Verizon Wireless, Wells Fargo and Walmart.
Like many agencies, we find ourselves very capable of telling stories for our clients – and less than voluble or articulate in talking about ourselves.
It’s a trait that served us pretty well for a number of years but, as we advise our clients: “You have to constantly engage with your customers and potential customers.”
When AAA of Northern California, Nevada and Utah asked Pace to create a magazine designed to inspire travel among its members, we came up with AAA Traveler, a 48-page magazine that highlights dozens of vacations and exclusive travel savings. In addition to lavish spreads, stunning photography and beautiful visuals, it’s all about the power of storytelling. For example, the feature “Baja Bliss” begins, “A soft pink glow in the Eastern sky signals the beginning of another picture-postcard day in Mexico’s tiny seaside community of Loreto…”
A recent reader survey indicated that 97% of readers agreed or strongly agreed that Traveler was fun to read, 91% said that it helped them make decisions about travel and 62% said they have acted upon information found in the publication.
Verizon Wireless (VZW) works with experts to ensure relevance, engagement and buzz-worthiness; because the greater the expertise, the greater the credibility and likelihood of consumer engagement. VZW’s experts, including writers, editors, account managers and art directors, thought this was the best way of optimizing media and reaching audiences. VZW helped clients launch digital content tools, including magnetic content on mobile phones. “Your Guide Mobile,” the first-ever mobile site in the company’s history, delivered content literally right into its audience’s palms, on the very devices that it wanted them to use more frequently. The company also tapped a renowned expert on apps and podcasting to launch the Verizon Big App Show. Simple, expert and fun, this program drove significant increases in incremental revenue.
Reduced the overall cost of Verizon’s content/collateral program by millions of dollars while increasing audience engagement with consumers and prospects, as well as improving usage by Verizon sales representatives in-store.
Southwest’s Spirit magazine was created by Pace specifically for the 10 million passengers who fly the airline each month. Content embodies its motto: “Simple, useful and fun,” which is exactly what members of the Southwest Airlines community have come to expect. Spirit allows readers to contribute content and let their own voices be heard, without the mediation of writers or editors. Its content is designed with the airline’s short-haul emphasis in mind and offers lots of quick reads, while the feature well contains long-form nonfiction for those passengers with a little more time on their hands. Refreshing, spirited and quirky, this unique approach has garnered Spirit numerous awards over the years.
Sometimes, it is possible to deliver entertaining, on-brand journalism and please advertisers at the same time. This is one of those times.
Pace worked with partner Merkle, a customer relationship marketing agency, to help create a CRM study for our client the American Cancer Society—for whom Pace had created Triumph magazine—targeting its top three percent of donors. The study, involving the Society’s 55 million people in its database, revealed that its key constituents were involved on a number of different levels. To capitalize on that, the Society built a segmentation model that took aspects of that involvement and identified unique groupings, enabling the organization to deliver customer-centric communications. The ACS then sent copies of Triumph to those more engaged segments.
“Just by sending Triumph to this key segment, we realized a huge lift in year-to-year retention among the test group,” says ACS’s Chief Development Officer, Guy Fischer.