Bringing a Cult Film Festval to Your Town

8 06 2014

We have the great luck of a retail shopping destination client with a 500-seat cultural venue. On the not-so-great side, it’s a challenge to attract patrons and shoppers during South Florida’s off season – the incredibly hot and humid summers (with added bonus of hurricane season). Mainstreet at Midtown is known for its year-round outdoor festivals and events like a 16-week Music on the Plaza concert series (held during the drier and cooler months of the peak social season), its Peace Love & Wellness Music Festival, Children’s Festival, Cool Yule Tree Decorating Contest, and others.

swede fest palm beach 3So, we needed a summer event, and it REALLY needed to be indoors.

And then NPR did this great piece a couple of years ago about an underground film event that sounded like the perfect idea we could get behind and make our client’s own. Indie film festivals have a rich history of showcasing amazing undiscovered talent, where Hollywood insiders troll for the next big thing, where A-list stars promote the small labor-of-love projects they do between blockbusters. swede fest™ palm beach is an indie film festival with NONE of that going for it. In fact, our tagline is “Bad Movies by Good People.”

The key to understanding why is in the “swede.” A swede is a no-budget, laughably bad remake of a hit Hollywood film – the bigger, the better. The term comes from the 2008 Jack Black/Mos Def comedy, Be Kind Rewind, and was made up to explain the sheer awfulness of their remade films by touting them as European – “swedes” because it sounded really sophisticated. Not exactly a classic in its genre, but neither is it comedy kryptonite.

swede fest palm beach 3Next thing you know, there’s an underground sweding craze. Two guys in Fresno invited a bunch of friends to make films starring themselves, then get together to screen them, like they do at Sundance, SXSW, Telluride, Slamdance, Tribeca, and so on – but without the beautiful celebrities, coolness factor, or bidding wars. Hence the coverage on NPR.

We’re the third official swede fest™. First, Fresno. Then, Tampa Bay. Now, the Palm Beaches. This is the third year, and we sell out every time, create super fun/cheesy marketing, a great microsite, go crazy on social media: www.facebook.com/swedefestpalmbeach and www.twitter.com/swedefestpb , give out silly awards (Best Use of a Backyard Location, Best Use of Man’s Best Friend, Best Use of Tinfoil), and everyone generally has a great time and gets dressed up in total Hollywood drag.

Local schools get involved and sometimes do them as class projects, and the community and local media really get behind it because we deliberately created an all-ages event – you can swede any film, but your 3-minute clip must be PG-13, even if your source material is not. We’ve had swedes of Reservoir Dogs, Pulp Fiction, and The Thing, and already we have someone who has submitted The Wolf of Wall Street for this year’s festival on August 2. We’re anxious to see exactly how they’ll sanitize that one.

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Looking Like A Big Deal…Before You Are

27 11 2013

Transformed: Homecoming Queen, Drig Addict, Spiritual WarriorThe proliferation of ways to publish your magnum opus (or, you know, an exhaustive detailing of your whole two and a half decades of life experience) has been both a blessing and a curse. It allows talented voices an outlet directly to the audience; we’ll skip the fact that it allows the spectacularly untalented a way into print. Vanity publishing used to keep all but the well-heeled hack out of that sandbox.

But we digress. This blog post is about finding clever ways to bring attention to a self-published author, with the end goal of interesting a mainstream publisher in either picking up the work or future works. Then again, if the campaign is successful, perhaps that mainstream publisher becomes much less enticing or even necessary.

We worked recently with the anonymous author of a book about her experiences as a drug addict. It is a sobering book with a message of hope, forgiveness, and redemption. She financed the publishing of her book in paperback and e-book herself, and was savvy enough to know that if she could put some of her savings into professionally designed marketing materials, she would look like the product of a mainstream publisher, which translates into instant credibility with many consumers.

Complicating matters was that the book is anonymous, which means no lovely dust jacket photo — and a somewhat vague bio. We decided together that we would do the following things to help promote her book: an attention-getting book cover, a website, a Facebook page, a YouTube channel, a media kit, and a series of testimonial videos.

Remember that anonymous thing? It somewhat complicates the production of book trailers and testimonials. But through lighting, lenses, and post-production tinkering with their voices and appearances, we were able to preserve the identities of six people, who could then speak 100% candidly about how they feel about the book, how they feel about the author, and what it was like to deal with the author at the height of her addiction and as she struggled to recover. It allowed the author to speak about her experience dredging up painful episodes from her past, and about those episodes themselves, without endangering her high-paying, high-profile career. Here’s a sample:

The sum total of those marketing tools resulted in one of the largest and most nationally recognized non-profit providers of alcohol and drug addiction treatment lending the author its support of her book through promotion in its newsletters and e-communications, and sales in its treatment centers, bookstores, and at its engagements. And that’s a big deal.





We Have Some Reservations…

6 06 2013

swede fest 2 palm beachIt’s time for SWEDE FEST™ 2 PALM BEACH. If you’re a fan of MST3K (and you won’t know what that means if you’re not), a swede fest™ is a similar animal. But instead of making snarky comments to two robots about a cheesy science fiction flick, you make your own cheesy three-minute “homage” to a scene from a favorite film, which is known in certain circles as a “swede.”

Why are they called swedes? We’re so glad you asked.

Sf2013_FB_Square1 dateYou probably know indie film festivals have a rich history of showcasing amazing undiscovered talent, where Hollywood insiders troll for the next big thing, where A-list stars promote the small labor-of-love projects they do between blockbusters. A swede fest is an indie film festival with NONE of that going for it.

The key to understanding why is in the “swede” part. A swede is a no-budget, laughably bad remake of a hit Hollywood film – the bigger, the better. The term comes from the 2008 comedy, “Be Kind Rewind,” and was made up to explain the sheer awfulness of their remade films by touting them as European – “swedes” because it sounded really sophisticated.  This film, starring Jack Black and Mos Def, is not exactly a classic — but neither is it comedy kryptonite.

A still from the swede for "Point Break"

A still from the swede for “Point Break” already submitted by some over-achievers.

And bada bing! Next thing you know, there’s an underground sweding craze. Two guys in Fresno invited a bunch of friends to make films starring themselves, then get together to screen them in another homage: to the indie film festival – but without the beautiful celebrities, coolness factor, or bidding wars. And that, my friends, is how we ultimately come to SWEDE FEST™ 2 PALM BEACH.

We’re sweding a sci-fi/horror classic. Nope, not telling. And we have friends sweding “gems” (yes, in quotes, because the following movies are neither precious nor squeal-worthy)  like Ghost, Point Break, Titanic, and The Shining. A full list of the movies reserved for sweding is at www.swedefestpalmbeach.com. You can also buy tickets there to the July 27th festival for the outrageous sum of $5 per person.

And if you are interested in playing director (and star, and editor, and production assistant, etc.), you should call dibs on your movie today. SWEDE FEST™ 2 PALM BEACH allows one entry per film, so if someone else loves Mannequin as much as you do, you could be SOL. The deadline to submit is July 9th at 11:59 PM. Instructions for submission are on the same website.

Guess we should mention that, again this year, we designed all the stuff (logos, collateral, ads, swag, you know the drill), including that groovy low-tech website. Do we love WordPress or what?





SWEDE FEST™PALM BEACH Opens Big!

12 08 2012

Any time you work on a brand-new event with a client, there’s always the possibility that — even with a great concept and a clever hook, after everyone’s hard work, late nights, inspired ideas, creativity, sharp copy, media hooks, great pitches, relentless social media outreach, promises from everyone to cover the event, smart media buys, great sponsors, high-profile partners, and every other factor you can imagine — you’ll have a half-full venue. There are so many intangibles you can’t control; then add in that it’s summer, in Florida, during hurricane season, when it usually rains every afternoon from 4:00pm until 7:00pm, it’s hot and humid and hair gets frizzy, people are away on last-minute vacations before school starts and/or work gets back to a more normal schedule, and did we mention it’s summer? And that no one knows what a “swede” is?

Midtown's Belle Forino and Sherri Gedraitis in front of the step-and-repeat using our logo and graphics

Midtown’s Belle Forino and Sherri Gedraitis in front of the step-and-repeat using our logo and graphics

Yet none of that seemed to matter last Friday night when the inaugural SWEDE FEST™PALM BEACH launched to a sold out crowd of over 500 attendees on Mainstreet at Midtown.From the red carpet in front of The Borland Center for Performing Arts through the final credits, this was high-energy entertainment for everyone involved, with “swedes” submitted by amateur filmmakers ages 10 to 60.

First, the BG. A swede is a no-budget, laughably bad remake of a hit Hollywood film – the bigger, the better. The term comes from the 2008 Jack Black/Mos Def comedy, Be Kind Rewind, and was made up to explain the sheer awfulness of their remade films by touting them as European – swedes, because it sounded really sophisticated.  No, you probably didn’t see it — it’s not exactly a classic, but neither is it comedy kryptonite. If you did see it, it was probably late at night on Skinemax. We mean Cinemax.

Next thing you know, there’s an underground sweding craze. Two guys in Fresno invited a bunch of friends to make films starring themselves, then get together to screen them in another homage: to the indie film festival – but without the beautiful celebrities, coolness factor, or bidding wars.

And that is the somewhat long and winding road that leads to swede fest™ palm beach, the third official swede fest™. First, Fresno. Then, Tampa Bay. Now, “the Palm Beaches” but really, Palm Beach Gardens, where our client is located. We suggested it was important to secure the trademark in such a way to lock up the event in the area and own it; anyone who wished to come afterward and imitate it would not be able to just tack on another word and piggyback on all our client’s financial investment and hard work. Sad, but a fact in the world of marketing and events.

swede fest logo, color variant #1

swede fest logo, color variant #1

Our job was to come up with the logo, tagline, all of the graphics necessary for social media, create a WordPress-based website for swede fest™ palm beach, write all the content for it, produce two 15-second promo commercials to be show in the local Cobb movie theaters (one promoting the call for entries and the other promoting the festival itself), and work closely with Belle Forino, our client Midtown’s Marketing Coordinator, to manage the social media while she approached local schools, the Palm Beach International Film Festival, the entertainment community, the Palm Beach County Film Commission, and Digital Domain (who became a major sponsor along with its Digital Domain Institute) to drum up support for a grassroots amateur film festival in which short, DIY versions of big-budget feature films are reproduced as cheaply as possible, using family and friends as cast; bedrooms, backyards, and local parks as sets; and toys, pets, and found objects as props.

swede fest palm beach Call For Entries :30 TV Spot from swede fest palm beach on Vimeo.

Bringing a swede fest™ to the area was Belle’s idea after hearing a story on NPR. She contacted the Fresno-based originators, and we were on our way with their blessing and the trademark.

Next came the design of the swede fest™ palm beach logo, and the creation of our tagline “A celebration of bad movie by good people,” which has been variously attributed to other people and festivals, but was created by Alchemy for Midtown. Swede fest tampa bay liked it so much they asked to use it, and in the best swedeing spirit, Belle said, “Of course.” Swede fests aren’t about competition; they’re about the love of movies, a fondness for a good time, and how sometimes bad can be so very good.

Once we settled on a basic logo design, we needed a variety of iterations: a “call for entries” version, a general all-purpose version, a variety of sizes to accommodate Facebook, Twitter, various electronic media buys, the creation of a masthead for the swedefestpalmbeach.com website, and versions in two complementary color schemes in various resolutions for print, web, and other uses.

The electronic "mea culpa" on the date thing

The electronic “mea culpa” on the date thing

We decided the fastest and easiest way to create a web presence for the festival was to build a WordPress-based site hosted on the MidtownPGA.com servers, availing ourselves of the handy array of templates and widgets that would eliminate the hours of programming necessary to create a site from scratch or add everything we envisioned it needing to the existing Midtown website. The site could then be constantly modified, added to, and manipulated by Alchemy rather than adding to the already heavy maintenance schedule of Midtown’s webmaster.

The date for the festival, the opening of the entry submissions and the deadline for those entries, and other milestones were scheduled in early March. However, everyone was so focused on educating people about swede fests, getting them excited about creating films and entering them, creating all of these ad/promo/social media elements, getting the local media interested in the event, securing an emcee, and all the thousand other details that ONE LITTLE THING escaped us that had a tremendous impact: the announcement that the Opening Ceremonies of the 2012 Summer Olympics in London would be on Friday, August 27th. Yes, the same day we’d scheduled swede fest™ palm beach.

Rather than see this as a PR disaster, once we knew we could roll the date back one week and still have our venue, we recommended that we make a big joke out of the situation rather than engage in any hand-wringing (we did enough of that internally). So we put out a media alert that said:

We’ve tried to ignore it, but it’s time we addressed what you all have been thinking: yes it’s true, the opening ceremony of the London Summer Olympic Games is ON THE SAME NIGHT AS SWEDE FEST™ PALM BEACH.

The date change graphic

The date change graphic

You can’t fight the power. So we’re taking the high road. We’re willing to step aside and let the U.S. Olympic athletes, and the rest of those competing, have that special night without us siphoning off their audience. We’re moving SWEDE FEST™ PALM BEACH back a week to FRIDAY, AUGUST 3. Same time, same place. Because there’s no way they can pull off such a sweet move.

Since we’re moving our renegade amateur film festival back a week, we’re going to give our sweders another week, too. THE DEADLINE FOR ENTRIES ROLLS BACK TO FRIDAY, JULY 20. Everyone wins.

Put it on your calendars now. SWEDE FEST™ PALM BEACH deadline for entries is Friday, July 20. SWEDE FEST™ PALM BEACH is Friday, August 3. Screenings begin at 7:00PM at The Borland Center for Performing Arts. Take that, London.

And created a graphic that we emailed to the database and posted to all our social media that was essentially a gigantic mea culpa. It worked.

swede fest palm beach Event Announcement :15 TV Spot from swede fest palm beach on Vimeo.

The "sweded" Mainstreet at Midtown logo

The “sweded” Mainstreet at Midtown logo

And in spite of the fact that this did create a few glitches (the need to find new emcees — The Jove Comedy Experience stepped in and were just amazing; the fact that so many community calendars had already run the original date and it was too late to get most of them to run the new date; and a few other little things), the client was thrilled with the media coverage, the event turnout, how many new visitors of all ages were on Mainstreet at Midtown that night, how many great people volunteered “in kind” sponsorships to be involved (edited to mention that Hollywood Cupcake makes Kelly’s heart sing for joy and her cupcakes are little sugar bombs of happiness and rainbows and angels singing. Was that too much?)

In fact, we think you can consider a first-time event a success when the client tells you at said event the date she’s chosen for next year’s event.

The best-dressed swedeing team EVER

The best-dressed swedeing team EVER

swede fest™ palm beach will be on Friday, August 2, 2013 for those of you who want to start planning what film to swede now and whether you’ll be raiding Goodwill’s toy department for your cast, your pets will play supporting roles, or whether you’ve always secretly wanted to wear a superhero costume and/or play Wolverine. You know you want it.

The team who sweded "Old School"

The team who sweded “Old School”

Yep. we’re going to go out on a limb and say that not only do people now know what a swede is, we’ll easily double the almost 40 entries in swede fest™ palm beach 2012 with an embarrassment of riches — in this case, a plethora of swedes — in 2013. This is what special event are supposed to do for your client, and this little renegade, amateur film festival really delivered.





Downtown Beauty Institution Debuts New Web Presence with Unique Video Productions

12 06 2012
The Cosmo & Company Home Page

The Cosmo & Company Home Page

When you’ve been a mainstay in the area’s salon industry for almost four decades, surprising your clientele is going to take something really…different. One thing Cosmo DiSchino has never feared is taking a risk. Ever since opened his original downtown West Palm Beach location after arriving from Boston’s famed Newbury Street, Cosmo has been the man behind the chair. He is the mastermind, the owner, the motivator, and the mentor at Cosmo & Company. Always on the leading edge where fashion and beauty fuse, Cosmo & Company caters to a diverse clientele ranging from those who have been loyal customers since the salon opened its doors in 1989, to bold-faced names who slip in for a private appointment during the social season and your favorite news anchors, to year-round residents of every age, profession, and style, from conservative to right-off-the-runway.

The home page J-Query slide show contains shots of the salon's employees

The home page J-Query slide show contains shots of the salon’s employees

So when Cosmo and his salon managers, Kathy Silver and Nadia DiSChino-Yazinka, realized it was time for the salon’s website to upgrade to match its new waterfront location on Flagler Drive overlooking Palm Beach, Cosmo already knew one element he wanted incorporated into the new site: videos. He envisioned each member of the staff recording a short intro so that visitors to the site who had never been to the salon could not only read bios on his 27 employees (as well as his own), but could also actually see more than just a still photo — they could see that person speaking directly to them, extending an invitation to come to the salon and avail themselves of whatever that person’s speciality might be.

When we sat down for our first creative meeting with Cosmo, we knew that we needed to capture the essence of what the wildly busy salon with the contemporary/elegant atmosphere is like and translate that into a visual representation for the website — but we also realized that we had some real personalities that would lend themselves to something more than 15- or 30-second video bios. We needed a website that was clean and bright, yet kinetic. We would address that in the color palette, the navigation, and by using a J-Query slide show that would create movement and the same sense of energy one feels in the salon.

We also realized we had a cast of characters — a variety of people who could sit down and do a true interview, resulting in longer-form clips that would really capture how unique Cosmo and the members of his “family” (as he calls them) are as people, some of them with decades of history at the salon. They had fabulous stories, interesting backgrounds, and distinct personalities that could be captured in a way that would allow someone to watch a video and say, “THAT’S the person who is going to understand me and what I want.”

On the "Our Team" page, each staffer's B&W picture turns to a larger color version as you roll over it

On the “Our Team” page, each staffer’s B&W picture turns to a larger color version as you roll over it

In a single-day shoot, Alchemy pulled together a team consisting of still photographer Dana Hoff, videographer Scott Zimmer of DreamShop Digital Arts and his second cameraman, with Steve shooting behind-the-scenes stills and directing, and Kelly acting as the day’s James Lipton, interviewing Cosmo and three other staffers for the long-form pieces, and lending support as the person off-camera each of the staff speaks to as they give their short biography, coaching them and offering encouragement.

“Even though it was just the Cosmo staff and our small crew, speaking into a camera lens can be daunting, no matter how easy you think it’s going to be,” Kelly says. “It’s just strangely awkward, so it helps to have someone standing right there next to the camera, blocking your view of the cameraman,  making it into a conversation, helping to keep it feeling casual and a bit less weird.”

At the end of each bio is a link to click that opens the person's short video bio

At the end of each bio is a link to click that opens the person’s short video bio

Going forward, the plan is to periodically shoot more of the longer video pieces, utilizing a mix of interviews and instructional/educational clips. Alchemy and its programming partner, Matt Kakuk at Localmanagement.us, created a YouTube channel for the salon where all of the Cosmo & Company clips were uploaded, and code written into the site to pull them back in for viewing either in Flash (in a separate area of the site) or HTML (so they can be viewed on smartphones).

“In order to capture the varietyof personalities in Cosmo’s salon, we took a candid approach to filming, using three cameras,” says Steve. “That gave us room in the edit to pull out some behind-the-scenes moments, sometimes catching the subject off guard, laughing, repeating their story because they flubbed a word or tripped over what they meant to say, or realizing that they were figeting. All of these things come together and are intercut with the final footage so you get a sense of them as real people — both as consummate professionals committed to their craft, and as individuals from different places with varied experiences and tremendous energy.”

The Flash video section is separate so that those viewing the website on an iPad or smartphone won't end up there accidentally

The Flash video section is separate so that those viewing the website on an iPad or smartphone won’t end up there accidentally

The site is also integrated with the salon’s back-end booking software, which allows patrons to schedule appointment and create custom gift cards right on the website. The custom Content Management Software developed by Matt Kakuk allows the salon’s manager, Nadia, to create a variety of specials (tied to holidays, product lines, specific services, or sale/clearance items), add before-and-after images to a style gallery, add new product lines to the “What’s in Store” section of the site, and make changes to virtually all of the site’s text and images. It’s a level of freedom from having to depend on outside help that was another of the salon’s goals.





Alchemy Takes a Dare With Scholarship Foundation’s Website

11 04 2012
The Dare 2 Be Great home page

The Dare2BeGreat.org homepage

How does a scholarship foundation in its very first full fiscal year, having just sent its inaugural group of nine graduating seniors to university to the tune of $75,000 in freshman-year tuition, maximize a web presence so that it serves two audiences and two purposes? When it’s the Dare 2 Be Great Foundation, it reaches out to Alchemy Communications.

Those two purposes: To get students to apply for the scholarships, and to attract the support of members of the Delray Beach community who have the resources to help finance the scholarship program.

The site therefore had to have a “curb appeal” that would appeal to these visually oriented, highly intelligent, media-savvy high school seniors, yet have the necessary polish and language donors look for to convey the long-term goals and commitment of the Dare 2 Be Great founders and principals, a fantastically committed yet diverse group of individuals with one thing in common: a passion for nurturing excellence in students who might otherwise never have the chance to experience the higher education they deserve.

Dare2BeGreat.org's "Who Cares?" area, with founder Morgan Russell's bio displayed

Dare2BeGreat.org’s “Who Cares?” area, with founder Morgan Russell’s bio displayed

Dare 2 Be Great is the brainchild of founder Morgan Russell, a longtime Delray Beach resident, real estate developer, and philanthropist who spent 20 years dramatically changing the face of Delray Beach by creating a model of success for downtown redevelopment and revitalization before liquidating personal real estate assets in order to explore another model of success: A scholarhsip foundation that that would empower students to think outside the box and not be limited by finances, creating a model that didn’t just hand checks to bright students but instead establish a relationship with recipients to help them succeed.

He immediately turned to co-founder Jeff Perlman to help him establish the model and to recruit others who could help. Jeff enjoys a storied career in politics, business, and journalism as a former Delray City Commissioner and its former Mayor (and a finalist for Florida Mayor of the Year and World Mayor of the Year), the current President of Delray Brand Group, a business development firm, and as the current editor of Atlantic Avenue magazine. Among a lengthy list of past and present community service, Jeff sits on the Board of Directors of the Business Development Board of Palm Beach County, where Alchemy is a member and responsible for much of its marketing materials, new membership materials, and the look of its website redesign.

But Dare 2 Be Great found Alchemy through networking geniuses Mikaela and Georgio Fernandez of LadyLash Studios, who just happen to share a building with Morgan Russell’s office (it’s one of his many properties in Pineapple Grove, which he was instrumental in revitalizing).

Dare2BeGreat.org "Testimonial" page, which will eventually include video versions

Dare2BeGreat.org “Testimonial” page, which will eventually include video versions

The site needed to offer multiple ways for students to find the scholarship application, both through traditional navigation items and call out boxes in the pageframes; the ability to quickly find the latest news, updates, and events; a place for video testimonials from parents, students, mentors, and the administrators, teachers and/or guidance counselors at areas high schools about the Foundation; an area with photos and bios about each scholarship recipient that allows for updates to be posted by the students themselves regarding their progress and experiences; an explanation of the mentoring program; a section waling students through filling out the scholarship application; and all of the necessary contact information for both students and potential donors who have questions.

Alchemy worked again with Matt Kakuk of Localmanagement.us to handle the site programming, and both companies reduced fees by 50% because of Dare 2 Be Great’s non-profit status, and knowing that its founders funded those first nine scholarships themselves.





Right Here. Right Now. With the Business Development Board of Palm Beach County

23 03 2012
Just some of the components of the "Right Here. Right Now." multimedia campaign developed for the BDB.

Just some of the components of the "Right Here. Right Now." multimedia campaign developed for the BDB.

When the Business Development Board of Palm Beach County decided to reach out to the CEOs of companies headquartered outside of Florida who own second (or third or fourth) homes in Palm Beach County, to educate them about the myriad advantages of relocating their businesses here, it needed an eye-catching campaign that would speak directly to this sophisticated audience on a peer-to-peer level.

The BDB tapped Alchemy Communications Group to come up with a multi-media campaign that would capitalize on a time when this rarefied group would be an essentially captive audience — during the 12 weeks of the Winter Equestrian Festival in Wellington. Many of the country’s top CEOs are spectators at the high-stakes competition as their own children vie for top honors.

The table-top tent card

The table-top tent card

So, how do you grab their attention amid the dozens of ads for luxury cars, Hermes saddles and waiting-list handbags, Worth Avenue purveyors, equestrian haberdashers, custom leather equipage, realtors specializing in everything from Palm Beach mansions to horse farms, restaurants, and retailers all vying for the many millions of dollars circulating at WEF?

By asking provocative questions; using a palette of saturated colors that are not the usual “South Florida” pastels; employing the latest in instant digital gratification, the QR code; and tying together print ads in the event’s weekly WIRE program, 30-second TV spots on the Jumbotron, table-top tent cards in the International Club, and PA announcements that all drive to a stand-alone web microsite.

“Our thought process was, ‘What would get the attention of the founder or CEO of a very successful company, who knows South Florida as a vacation destination but has no reason to know that there are some very large national and even international companies that have chosen Palm Beach County as their headquarters?'” says Kelly Owens, partner and editorial director. “We though that if we took some of the little known facts about a handful of our largest and most successful companies, and turned them into somewhat mysterious and provocative questions, we would pique their curiosity to know the answer.”

The small card affixed to the tent card with URL and QR code

The small card affixed to the tent card with URL and QR code

Affixed to the table-top tent cards was a small credit-card-sized card printed with the URL HQpbc.com and a QR code. It could be taken and tucked away for later, or scanned with a smart phone right there. The rest of the card was given over to a question that changed each week, and the invitation to find out the answer by visiting the website. The black tent cards were green inside to match the take-away card affixed to the front. Rather than wasting valuable real estate, the inside of the tent card was printed with a series of Quick Facts that echoed the data used in the highly graphic 30-second TV spots.

Titled “Right Here. Right Now.”, both TV spots made use of the long list of advantages and superlatives about doing business in, or moving a business to, Palm Beach County. “We used animated type with a lot of quick cuts and movement on both the horizontal and vertical planes to keep attention on the screen,” says Steve Owens, partner and creative director. “We then laid in voice-over and music to be sure the message was succinctly conveyed.” Alchemy worked with DreamShop Digital Arts for post-production and animation, with Steve directing the spots and Kelly writing the voice-over scripts. Both commercials can be seen on the HQpbc.com microsite.

Each week, as the new table-top tent card appeared in the International Club tent, the payoff answer appeared on the HQpbc.com microsite in the form of a company profile, along with the picture of the company’s CEO. The Palm Beach County based businesses currently featured in the campaign are Florida Power & Light, Sikorsky Aircraft, Florida Crystals, FTI Consulting, G4S, SBA Communications, Scripps Florida, Max Planck Florida Institute, and LRP Publications.

The microsite can be accessed via QR code with a smart phone or tablet

The microsite can be accessed via QR code with a smart phone or tablet

The Business Development Board’s President, Kelly Smallridge, intends to expand and use the campaign in the economic development organization’s ongoing efforts to attract new industries, business investment, and high-quality jobs to Palm Beach County through corporate relocations and/or expansions, and international trade, which will stimulate economic energy, promote business diversity, and enrich our county’s vitality.

The microsite was built to be flexible so that it can be modified to focus on a specific industry cluster or market cap. Company profiles can be added, moved, or replaced at will, giving the BDB great control over messaging, content, and the ability to update economic data and facts. Alchemy worked with LocalManagement.us and its principal, Matt Kakuk, to execute the programming of its custom web design work.

Alchemy is already hard at work on the redesign of the BDB’s outgoing marketing collateral package, and the “Right Here. Right Now.” campaign will inform, to some degree, its “Corporate Headquarters” collateral brochure, making further use of the expenditure for this campaign and using its marketing dollars wisely.








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