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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 for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • 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. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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.