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OZ Trails NWA

Content Marketing

We helped drive awareness and enthusiasm for the world-class trail system located in Northwest Arkansas through the use of social media and strategic content marketing, which garnered national media attention to the region.

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THE SITUATION:

In late 2015, the International Mountain Bicycling Association (IMBA) chose Bentonville, Ark. and the trail systems located throughout Northwest Arkansas as the location for the 2016 IMBA World Summit. Prior to this, Northwest Arkansas devoted significant time and resources to developing the trail systems. With the IMBA event in place, 2016 was the perfect time to show mountain bikers across the country that NWA is a best-kept secret when it comes to a biking destination with miles of world class trails. 

Ghidotti joined the team to brand the trail systems (branded as Oz Trails) and create national buzz leading up to the IMBA World Summit in November 2016. A media content analysis and interviews with dedicated mountain bikers showed that places like Colorado, northern California and Utah were among NWA’s biggest competitors. We also knew from our mountain biker interviews, that the tone and voice of the brand needed to be casual and fun – similar to how mountain bikers talk in real life. Research also showed that year-round riding would be a key differentiator for the trails given that many major mountain biking communities are only rideable three seasons out of the year. 

The crux of the campaign were four, high-quality videos featuring professional mountain bikers Tyler McCaul, Joey Schusler and Ryan Howard. The videos were filmed throughout the year, during all four seasons, to illustrate the ability to ride in Northwest Arkansas year-round. The videos were posted on newly created and branded social media portals (Facebook, Twitter, Instagram and YouTube) and immediately distributed to major mountain biking and outdoor publications with personal notes and trail statistics on Northwest Arkansas. 

THE APPROACH:

Ghidotti first met with Oz trails in February 2016 to discuss the brand concept. Our first video launched in May 2016 and the remaining three videos in August and November 2016. The final winter video was launched in January 2017. Local and national media were pitched during the launch of each video, and media relations efforts were made throughout the year to maintain good relationships and interest in Northwest Arkansas. 

Goals: 

  • Drive awareness and enthusiasm for NWA’s world-class trail system and high quality of life. 
  • Drive national media attention to Northwest Arkansas.

Objectives: 

  • Reach at least 500,000 people from all social media platforms over the course of the four-video campaign. This would be through impressions, new followers, likes, comments and shares. 
  • Reach riders in all major mountain biking communities across the country, including Utah, Colorado and Northern California, through social reach and media coverage.

Key Audiences: 

  • Mountain bikers across the United States 
  • Local and regional weekend warriors

Key Messages: 

  • Year-round riding 
  • World-class trail systems 
  • Casual, hip area with plenty of great restaurants, museums and, most importantly, pubs and hang-out places for riders

Strategies: 

  • Create new, branded social portals for Oz Trails on Facebook, Twitter, Instagram, YouTube and a continuously updated blog on Pinkbike.com that showcases the amazing technical trails and fun lifestyle of Northwest Arkansas. 
  • Use video content and social media platforms to leverage media attention for Oz Trails, the IMBA World Summit and Northwest Arkansas. 
  • Leverage online mountain biking communities via blogs and social posts. 
  • Implement a paid media strategy that boosts video content to target audiences around the country. 

THE RESULTS:

From the launch date of Oz Trails social media platforms on April 26, 2016, to Dec. 31, 2016, Oz Trails gained 7,900 followers. Together, the four videos reached 899,620 people (exceeding the goal by nearly 300,000) and generated 6,207 likes, 397 comments, 3,384 shares and 486,825 views. People from across the United States, including all major mountain biking communities, were exposed to Oz Trails. The engagement on each video was incredibly enthusiastic – the vast majority of commenters talked about wanting to ride Oz Trails.

Building on the success of this campaign, Ghidotti continued to work on the Oz Trails brand and launch additional videos. To date, there have been more than 1 million views on Oz Trails videos as well as media coverage from all major outdoor and mountain biking publications.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position