DC DEPARTMENT OF PARKS & REC + DAVIS

DAVIS + COMPANY: WHO WE ARE

1. Established in 1976

2. Two offices: D.C. and Virginia Beach

3. Staff of 28 full time ad-lovers

4. Long-standing client relationships

5. Diverse account list

6. Comprehensive agency services

AGENCY BACKGROUND

We are a full service

integrated marketing agency.

S E R V I C E above

ALL

• Brand Development

• Marketing Strategy

• TV/Video production

• Radio production

• Print

• Online

• Out Of Home

• Collateral

• Direct Mail

• PR

• Social Media

• Media Planning

• Media Buying

• Website Design

• SEO/SEM

• Digital programming and development

• Email Marketing

• Research

• Focus Group Testing

• Event Planning

• Guerilla Marketing

AGENCY SERVICES

HUNDREDS OF AWARDS

• Best known for our creative product

• We’ve won 100 of awards, ADDYS, Teles, NY Art Directors, etc

• BUT the ad is the last thing we do

• Probably should be best known for our marketing thinking

• We’ve benchmarked, created and re-designed countless products, including those for banks and retail industries

HUNDREDS OF AWARDS

THE WORK

CHILDREN’S HOSPITAL OF THE KING’S DAUGHTERS

• CHKD is one of the agency’s longest standing clients (20+ years)

• Agency has helped secure CHKD’s reputation as the premier children’s hospital and health care provider in the region

• Have provided wide range of support, including product development, videos, campaigns, focus groups, and more

CREATING AN INSTITUTION

TV

Children’s Hospital of the King’s Daughters

ALLIANT TECHSYSTEMS

• Retained agency to convince congress to use solid fuel rockets and specifically ATK’s propulsion system for the next phase of space exploration

• Media included Wall Street Journal, NY Times and Capital Hill publications

YES, THIS IS ROCKET SCIENCE

PRIORITY AUTOMOTIVE

• Agency client since Priority’s inception in 1999

• Priority has grown from 2 dealerships in Chesapeake, VA to 19 dealerships in 4 markets

• Represents 9 different car manufacturers

• Will be $1B company this year

• Priority dealerships hold top market share positions for their individual brands

• Priority Automotive is recognized as the fastest growing privately owned automotive group in the country

BUILDING A POWERFUL BRAND

• Davis is true marketing partner • Attend monthly meetings with Priority President

and all General Managers • Provide comprehensive services including:

– Brand strategy – Media planning/buying – Public relations, including crisis communications – Full creative support, including TV production,

print, online, email marketing, direct mail – Social media and reputation management

BUILDING A POWERFUL BRAND

TV

Priority Automotive: Superbowl “Homecoming”

APEX: SMARTER SOLUTIONS

• Apex is a high-tech company specializing in software designed to make installation of gas, water and electric meters more efficient

• Global impact • Hired Davis to manage all marketing materials,

including: print, direct mail, trade show materials, brochures, redesign website

• Apex has picked up several new projects since agency partnership

• Breaking in to new markets to expand sales and profitability

SMART SOLUTIONS FOR SMART CLIENTS

Trade Show Display

PUBLIC PROGRAM ADVERTISING

RADIO

American Beverage Association: Recycle Rap Song

Country

RADIO

American Beverage Association: Recycle Country Song

ARBY’S

EBLASTS

• Sent to database of over 15K email addresses

• Open rate: 21.1%

• Bested industry average

SUMMER OUTDOOR CREATIVE

PRINT

SOCIAL MEDIA

OBSERVATIONS + RECOMMENDATIONS: DC DPR SOCIAL MEDIA + WEBSITE

TWITTER: @DCDPR

+ Content mix: reminders, announcements, events

+ Good number of followers

- Could be reaching out

to individual businesses -Lot of retweeting; could use more original tweeting

• Listening tools to find conversations

• Engage with like-minded public programs and organizations

• Promote more news and events

• Introduce questions into the content mix

RECOMMENDATIONS

FACEBOOK

• Listening tools to find conversations

• Engage with like-minded public programs and organizations

• Introduce questions into the content mix

• Utilize more visual media (videos, images)

• Implement community contests and source public program ideas

RECOMMENDATIONS

+ Strong page following

+ Visually appealing

-Need more visual content -Currently only linked to Twitter, so Facebook page isn’t offering new content

WEBSITE

DESIGN | COPY | MOBILE

WEBSITE: DESIGN

+ Clean layout + Functional & straightforward

-Dated feel - Needs better photography - Could improve graphics - Could be more exciting

+ Lots of content = good SEO + Plenty of information about programs

- Copy isn’t exciting

WEBSITE: COPY

“In this world of constant connectivity,

consumers expect to find the information

they want, when they want it—especially when they’re on the go.”

Masha Fisch, Google Mobile Ads Marketing

WEBSITE: MOBILE

SOURCE: Google Mobile Ads Marketing

SOURCE: Nielsen

84% OF DC RESIDENTS

USE A SMARTPHONE

WEBSITE: RECOMMENDATIONS

• DESIGN: Spice up the graphics

• COPY: Tell them what you DO, and make it exciting

• MOBILE: Land of opportunity

PAID MEDIA

• Place 75-100 markets per year

• Arby’s Agency of the Year

• Hired by other agencies

• Millions placed in DC

WHY DAVIS?

WHY DAVIS?

• Proven track record: our strategies work

• Smart creative project driven by strong strategic thinking

• Highly regarded media department

• Big enough to be sophisticated, small enough to pay attention

• Experienced and successful in digital

• Can integrate your entire marketing program

• We understand client-agency partnerships

…And we’re excited to work with you!

WIN/WIN