Q2 2018 in Review
Gloria Hale is a woman who knows cars – inside and out. Backwards and forwards – from the front fender to the back bumper. But, she knew little about websites and realized that if her new company, Glorious Motor Cars, was going to find more customers, she’d better find someone who did. So, Gloria decided to take HKA for a spin, choosing a company that knew how to create a quality website with the target audience in mind – in this case, women lacking time, or interest, in haggling over buying a car. The timing was perfect. Hilary, the agency CEO, had just completed yet another time-sucking, frustrating car-buying experience. After listening to Gloria describe her new company, Hilary not only wished she had known about Glorious Motor Cars a month earlier, but she knew HKA had just the right team of mechanics for the project. The partnership turned out to be a match made in automotive heaven with HKA behind the wheel, as the agency wrote copy, created authentic FAQs, sourced photos and collaborated with a skilled web developer to create just the right look and feel. The result? A beautiful new website fitting this auto sales and leasing concierge business where traffic is a good thing.
Success by Committee
For more than a half-century, The Freedom Committee of Orange County (FCOC) has commemorated Memorial Day with a special annual event. This year, FCOC decided to crank it up a few notches by hiring HKA for event marketing and PR. The nonprofit veterans group sought to attract a large in-person audience and generate considerable visibility and buzz. The event was at Harbor Lawn-Mt. Olive Memorial Park in Costa Mesa, a Dignity Memorial mortuary and HKA client, so our work would touch multiple fronts. HKA first branded the event with a distinctive new logo to be used on all materials. Next, the agency filled the FCOC marketing arsenal with assets, including a new microsite, posters, banners and flyers. To generate public interest and excitement in the Memorial Day event, HKA harnessed the power of traditional and digital media, creating calendar listings and social channels with organic posts and paid ads. Engaging newspaper advertisements, a well-crafted press release, a compelling media advisory and a pitch to local reporters positioned the event as “the most authentic Memorial Day celebration in Orange County.” Our efforts paid off handsomely, as 1,000+ attended, almost double the previous year, despite 30+ competing, simultaneous Memorial Day events. The media paid attention, too. KNBC-TV aired two live remote segments in the morning and ran an afternoon segment that featured interviews with officials from both FCOC and Harbor Lawn-Mt. Olive. Daily Pilot/Los Angeles Times and The Orange County Register ran front-page stories. HKA was proud to bring this one home and received many well-earned client salutes.
Fit to be Tied
Susan G. Komen Orange County’s annual Pink Tie Ball is always one of the most popular, moving and eagerly anticipated fundraising events on the local nonprofit calendar. Since its communications partnership with Susan G. Komen Orange County began more than a decade ago, HKA has always looked forward to supporting this stirring event with pre- and post-event media relations. HKA also works at each Pink Tie Ball, coordinating with attending reporters and photographers. For the 2018 edition of the Pink Tie Ball at elegant Paséa in Huntington Beach, Komen Orange County evolved its annual Pink Tie Guy tradition, which previously recognized prominent local male figures as breast cancer advocates. This year, the nonprofit included outstanding women leaders as Pink Tie Partners, and HKA successfully leveraged the new twist to spark media interest in the moment – as well as the ongoing mission. As is its custom, the agency once again supported the swank affair onsite, working closely with media attendees, which included Coast, and event photographers to capture the magic of the evening – then provided vibrant images and photo captions to various local outlets. HKA also helped the breast cancer nonprofit to communicate its Pink Tie Ball fundraising successes to interested media, including Modern Luxury. The critical funds raised this year to support Komen’s bold goal to reduce the current number of breast cancer deaths by 50 percent in the U.S. by 2026 totaled $617,000. That’s a lot of green going toward pink.