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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.

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google 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 winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • 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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.