3. Companies that do good and
act more neighborly are seen as
relevant, creative and innovative
leaders by their customers.
Yet only 28% of companies are
delivering on this opportunity.
- Forrester Research
10. Listen | When consumers start talking, it’s best to start
listening. Very closely. What they say – and do – can be
very revealing.
Identify | Pinpoint the value intersections that brands
and consumers share.
Collaborate | Give every appropriate marketing discipline
a seat at the table, and develop these intersections into
persuasive, one-of-a-kind ideas.
Engage | Use these ideas to create respectful, two-way
conversations - the kind that attract eyeballs on their
own merits, as opposed to the kind that require paid
media to get anywhere .
13. Big box goes small
The challenge | With PETCO’s commitment to LOHAS (Lifestyles
of Health, Wellness and Sustainability) values, it shouldn’t be a
surprise that the chain offers the biggest selection of natural and
organic pet foods. Yet to most people, particularly LOHAS
consumers, it was. With WalMart and Target siphoning away
mainstream shoppers, the LOHAS market was vital to PETCO
as a way to stay a step ahead.
Our insight | LOHAS consumers are skeptical of big box stores.
Our solution | We went small. We reinvented the natural and
organic section of each PETCO as a store-within-a-store, complete
with its own name: “The Natural Neighborhood.” Next, we
engaged our suppliers as partners and took our message to
neighborhoods across the country – not just with advertising,
but in-store festivals, events like dog yoga (yes, dog yoga!)
and social media.
The results | Fetching. An immediate 3% jump in sales spurred a
300% increase in vendor participation, vastly increasing PETCO’s
co-fund marketing dollars. Trial and awareness spiked, with 110,000
samples and 12,800 coupons distributed at events, which
garnered over 300,000 face-to-face impressions.
14.
15. David takes on Goliath
The challenge | Jamba Juice pretty much invented the smoothie
back in 1990. So when McDonald’s announced that it was moving
into the smoothie business with a $30 million TV campaign, Jamba
Juice knew it had to strike back.
Our solution | An online “commercial” that promotes a brand new
flavor from Jamba Juice - the Cheeseburger Chill smoothie. The spot
ends with a link to a website, CheeseburgerChill.com, where the
viewer gets a special offer: any coupon for a McDonald’s smoothie
can be exchanged at Jamba Juice for a delicious,
original Jamba Juice smoothie.
The results | The commercial was viewed millions of times on
YouTube, Facebook, and other independent websites. Thousands
of McDonald’s coupons were redeemed for Jamba Juice smoothies.
And the story was covered by dozens of periodicals and news sites,
from Fast Company to the Wall Street Journal. All of which added up
to 248,263,232 total impressions, or quite a little slingshot for David.
16.
17. Demystifying organics
The challenge | To Safeway, organic food represented an area of
potentially enormous growth. To the average Safeway customer,
however, organic food seemed both expensive and exclusive. ( As
one put it: “It’s for hippies, not me.” )
Our insight | People are most open to the notion of changing
their diets and food buying habits when they’re experiencing
life-changing moments such as having a baby.
Our strategy | Establish a movement that demystifies organics
by demonstrating that everyone “is organic,” and positions
O Organics as the approachable and inclusive alternative
within the organic food category.
Our solution | Outdoor and in-store advertising featured people
in everyday situations with the theme line, “Good for All.”
Sponsorship of Pregnancy Awareness Month events reached
new parents and about-to-be moms. Online, we offered
nutritional information and easy-to-follow recipes.
The results | Media impressions, including partnerships, advertising,
event activation and the day Whoopi Goldberg raved about
O Organics stone-baked pizza on “The View,” topped 330 million.
Over the course of the campaign, O Organics expanded its
distribution to 500 new retailer stores and one entirely new
channel, Amazon.com.
18.
19. From specialist mat maker
to global lifestyle brand
The challenge | Eco-conscious yoga gear manufacturer Manduka
had firmly cemented its reputation among the yoga elite as the
premium brand. But to continue growing, Manduka needed to
expand beyond this niche market to the mainstream.
Our insight | Yoga is arguably more aspirational than any other
workout. Its practitioners strive to become the best versions of
themselves – physically, mentally and spiritually.
Our solution | We turned this passion into a movement. Our
communications championed Manduka followers more than
Manduka itself, and amplified our aspirational message with key
“ambassadors” and “influencers” (yoga experts and celebrities).
The results | Manduka garnered over 800 million media impressions
through traditional and non-traditional media relations and
activation. We expanded distribution to Lululemon, Dick’s Sporting
Goods, Sport Chalet and over 50 yoga studios. Over the course
of just 14 months, we increased sales from $1 million
annually to over $1 million per month.
22. “When I took the role of CEO, the Jamba business was struggling. It
was a turnaround situation. One of my first moves was to hire Neighbor
as our full-service marketing partner. From brand positioning to social
media to traffic driving promotions, they have been integral to the
success we’ve recently delivered. The future looks even brighter.”
–James White | President & CEO, Jamba Juice
“Neighbor is an agency that consistently brings together the right
people and brands in the LOHAS community. We’ve enjoyed
working with them in partnership and helping both the brands
and the community propel forward.”
–Ted Ning | Executive Director, LOHAS
“We needed a partner for our O Organics line that understood retail and
could take a CPG approach without a CPG budget. Neighbor answered
the call and was able to leverage the LOHAS community to drive
mainstream consumers in-store. Neighbor was key to forging new
territory for us and O Organics is now sold in 500 new retail stores and
on Amazon.com.”
–Alex Petrov | President, Lucerne Foods
23. Meet your Neighbors.
Linda Price Nicole Bressanelli Charlie Tercek
Integrated Marketing Media & Activation Executive Creative Director
My core | A firm believer in My core | Learn from your My core | Create something
the notion that you catch successes and mistakes of every day. Read. Go outside.
more flies with honey than yesterday to become a better Two heads are better than
with vinegar. It really is true. person today. Being direct one. Three or four heads,
alleviates confusion. Keep even better. A conversation
I’m good at | Listening. perspective. Challenge over coffee beats a
Keeping my husband calm. yourself. Absorb the sunshine, conversation over email
Working with people and it has good energy. any day.
navigating situations. Being
levelheaded in a crisis. Building I’m good at | Collaborating. I’m good at | Being a parent
partnerships with clients. Getting to the point. Providing and husband. Making
Pushing for the best work. solutions. Laughing. Absorbing breakfast. Setting goals
Thinking unconventionally. and Learning. Friendship. and reaching them. Trying
Discovering interesting places Love. Listening. Excel Charts. new stuff. Staying focused
to visit. Finding bargains. Being tough but fair. Yoga. and keeping things simple.
Curating things. Empathizing Unwavering support for my
with both sides. Spoiling my Chicago Bears. Riding a
dogs. Scrabble. Being the glue. beach cruiser. Creating a
positive environment. Having
a good time.
24. Michel Schneider Margaret Chaffee Jim Holbrook
Public Relations Social & Digital Strategy CEO
My core | Listen, learn and My core | Never, never, never My core | I’m a philosophical
lead by example. Appreciate give up. Always aspire to economist, an intuitive fact
your surroundings. Take learn more. See life through lover, a decisive adapter and
advantage of exciting rose colored glasses. Smile. an altruistic pragmatist. I am
opportunities. Push yourself. also intricately simple. In any
Say thank you and mean it. I’m good at | Teaching situation I prefer to clarify
Look on the bright side. companies how to talk to choices rather than pretend
and listen to consumers on to have answers. I find that
I’m good at | Keeping it real. social media. Building brands results are better when you
Communicating. Focusing. online. Offering a fresh focus on the journey.
Exuding the appropriate perspective. Teaching myself
balance of leading and new things every day, thank I’m good at | Collaboration.
collaborating. Rooting for you Google. Making decisions. Realizing
my LA sports teams. Being I am a work in progress. Seeing
a pop-culture resource. the good in everyone. Defining
Friendship. Humor. a vision. Being ethical. Making
Challenging others to be things simple. Steering
the best they can be. teenagers. Challenging
convention. Surrounding
myself with curious people.
Racing Triumph 470’s.
26. Consider this: we are part of the LOHAS ( Lifestyles Of
Health And Sustainability ) community. The leading figures
of this movement – from organic chefs to holistic pediatricians
to green lifestyle experts – regularly visit our offices and our
inboxes, to help us stay relevant, test ideas and evolve.
What’s in it for our clients?
LOHAS members are influencers. They’re proactive
shoppers and early adopters.When marketing or
advertising gets their attention, the mainstream is
never very far behind.
28. Neighbor creates conscious, inspired
work that doesn’t just make your brand
more neighborly, it grows your business.
29. Adrienne Stephen
General Inquiry
310-469-5517
the conversation?
Want to continue
Give us ( any of us ) a holler.
Nicole Bressanelli
General Inquiry
314-568-4886 jim@neighboragency.com
310-469-5765
Jim Holbrook | CEO
Michel Schneider
Public Relations
310-464-0898
Charlie Tercek
Creative
310-469-0231
Linda Price
Integrated Marketing
310-469-5515
30. “You can be a good neighbor only if you have good neighbors.”
-Howard Koch
1727 Berkeley Street, Studio 1 | Santa Monica | CA | 90404
310-469-5511 | www.neighboragency.com
This book is printed on recycled paper.
