Eagle View Windows Case Study
This case study showcases our initial project with Eagle View Windows, which was to provide public relations services and assistance in the planning and execution of their grand opening event in April 2016 for their new 82,000-square-foot manufacturing facility.
Eagle View Windows is the only local vinyl window and door manufacturing company in Northeast Florida. It was established in 2013 to provide high quality windows to builders and home owners with an emphasis on honor, trust, integrity, and reliability. The company was originally housed in a 17,000 square foot facility on the Westside of Jacksonville. They invested approximately $9 million to make the move to the new warehouse in North Jacksonville.
The new manufacturing facility allows Eagle View Windows to utilize their state-of-the-art equipment to produce hundreds of windows each day instead of the dozens they were making at the old facility. With the capacity to produce more, the company also needed to add more employees. Eagle View has plans to nearly double their workplace over the next couple of years.
CFM created a theme for the grand opening event in order to set it apart from a typical grand opening and provide more impact with community leaders and media. The theme was The Eagle View Windows “Rock Our Windows” Made in Jacksonville Tour. We created save the date cards, invitations, and VIP “backstage” passes to the event. Our public relations team generated an invitation list comprised of government and elected officials, community leaders, and targeted business owners. We crafted individual letters that we emailed and mailed to each of our targeted guests, along with the VIP passes and invitations. We arranged for the invitation for the grand opening event to be sent to all members of the North Florida Builder’s Association. We wrote a press release to alert the media and invite them to the event. We also created informational packets, which we mailed to media outlets throughout Northeast Florida.
CFM worked with Destination Planning to create the theme of a rock concert inside the facility, while showcasing Eagle View’s state-of-the-art equipment and their new space. We scheduled the band, Austin Park, to perform at the event and provided a cake made in the shape of a guitar. We recommended the company join the Jacksonville Chamber of Commerce and were able to schedule a ribbon cutting at the grand opening event, which was attended by the president of the Chamber and the Chamber’s vice president of business development who is also a City Council member.
CFM invited and secured Florida Senator Aaron Bean to serve as the emcee for the event. We created the agenda and invited the speakers, which included the Executive Director of Jacksonville’s Office of Economic Development who delivered a message from the Mayor, the City Council member for the District, a representative from Congressman Ander Crenshaw’s office, and a representative of the North East Florida Builder’s Association. We wrote the introductions for each of the speakers and assisted in creating talking points for everyone, including the founder of Eagle View Windows and their CEO.
On the day of the event, we worked with our vendors to make sure everything was in place and running smoothly. We personally welcomed all dignitaries to the event and introduced them to Eagle View’s executive team. We made sure all speakers had their talking points and were ready to address the crowd.
CFM set a goal of having at least 150 people attend the grand opening event; a goal which we not only met, but exceeded. The client was extremely satisfied with the event and the results that followed. We helped to build relationships with the dignitaries and community leaders who attended. Our pitches and communication with the local media resulted in an article in the Florida Times-Union. The articled showcased the new facility and provided information to the public about what Eagle View Windows has to offer. We shared the article with the Jacksonville Chamber of Commerce’s communications team who included it in their newsletter to all members. The article resulted in hundreds of leads for Eagle View Windows resulting in sales.
Guns N’ Hoses Case Study
This event is their largest fundraiser of the year and first took place in 1999. It is the one time of the year the city’s first responders become rivals vying for the title and bragging rights for the year. The firefighters and police officers are all amateur boxers who began training for the fights in January.
This was the 18th year the Fraternal Order of Police Foundation hosted the event, which took place at the Jacksonville Veterans Memorial Arena. CFM’s goal was to increase attendance to the annual event.
A street party filled with family activities was held prior to doors opening for the main event. Twenty-six fighters participated in 13 matches which consisted of three one-minute rounds. Fighters were in full pads and safety equipment. The winner received the coveted title belt which is on display at their union hall for the year.
Lee Ermey, a Golden Globe winner for his role in “Full Metal Jacket” and a retired U.S. Marine Corps staff sergeant, was the celebrity guest. Ermey was also the voice of Sarge from the “Toy Story” films. In addition to Ermey, a number of brave and honorable first responders attended as special guests of Jacksonville’s police officers and firefighters.
A Facebook ad campaign was launched to promote the event in the Jacksonville market. The audience target consisted of men and women, ages 18 – 65+, with interests in Sports, Firefighter, Police, Jacksonville Jaguars, Jacksonville Veterans Memorial Arena, Boxing or Jacksonville Armada FC . The campaign consisted of several A/B campaigns. These campaigns were fashioned in similar graphics and content with typically one difference between them. This enabled the CFM digital team to track which ads were more successful at converting leads at a lower price compared to others. The slower performing ad campaigns were ended. The remain budget dollars were then reallocated to the better performing ad campaigns.
In addition, CFM’s public relations department stepped in to help with a last minute push for coverage in the local media in the week leading up to the event. CFM sent out media alerts on the boxer weigh-in held the Tuesday before the event, a push for last minute tickets sales and a reminder to media for coverage on the day of the event.
In a two-month timeframe with a budget of $151.68, the Facebook ad campaign delivered 64,874 impressions reaching 39,311 people in the Jacksonville, Fla. market. 11,955 actions resulted in page likes, conversions, and event responses. There were also 10,786 video views. This averages out to $0.002 cents per impression (that’s less than a penny per impression).
CFM’s public relations department was able to get coverage for the boxer weigh-in on WJXT, Action News Jax, and in the Florida Times-Union. Our efforts also garnered earned media opportunities to promote the event in local news segments and in print publications in a last minute push to sell tickets. Female boxers also appeared on the WJXT Morning Show on the day of the event.
The results of CFM’s social media and public relations efforts were a packed house, which the client said was their best turn out to date.