brandrelations

The Mattie C. Stewart Foundation

Alabama State University

Alabama State University had to reverse its low morale and declining enrollment to keep its doors open. Based on research that indicated morale would improve by enhancing the school's reputation, we developed TV and web campaigns with two distinct POVs: one spotlighting the faculty's accomplishments and the other showcasing the pride of current students. From there, we set our sights on connecting with prospective students through a text-messaging/outdoor/microsite campaign. Since our work began, enrollment has increased from 2,800 to 5,500 students.

"We credit the creative minds at o2 for coming to the table with a truly culturally relevant, cutting-edge solution that produced great results."
— Lavonnette Bartley
Associate Executive Director of Communications & Marketing
Alabama State University

Captain D's

Since opening in 1969, the perception (and reality) of Captain D's was that of a fried fish shack. In order to meet consumer's changing demands, Captain D's underwent a rebranding in 2006 — everything from store design to healthier menu options. Our job was to communicate the new brand to a broader audience without alienating the existing base. The new message: "Change is delicious." Leaving no marketing channel untapped, our efforts helped the new Captain D's Seafood Kitchen post a 13% increase in same restaurant sales over the previous year.

"The supporting TV campaign makes it clear that Captain D's has changed."
— Nation's Restaurant News, November 2007

Samford University

Samford University, a small, religiously affiliated university, was moving to a larger athletic conference and wanted to increase football game attendance and season ticket sales. o2ideas elected to brand the athletics program with a scripturally themed campaign that drew on the university's religious roots. Tactically, the campaign included direct mail, outdoor, email blasts, media kits and on-campus signage and guerilla marketing. As a result, Samford saw a 23% increase in football home game attendance and a 171% increase in individual football game ticket sales. In fact, Samford experienced the second largest increase in football home game attendance in the Southern Conference, just behind reigning national champs, Appalachian State.