Case Study: Beware the 26, Fauxrilla Marketing for the Florida Times-Union
People have been proclaiming the imminent death of newspapers for years now. But, in Jacksonville, Florida, the local paper had a different story to tell. In fact, according to industry surveys, a whopping 74% of the market reported reading the printed or online versions of the paper. The Florida Times-Union came to us and said this was something they wanted everyone to know about, something they wanted everyone buzzing about.
We said, “are you sure you want everyone talking about you?”
They responded, “absolutely.”
And we responded with this…
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“Beware the 26” is what we call a Fauxrilla Marketing effort – a combination of traditional and guerilla marketing tactics that sneak past Joe Public’s built-in Advertising Defense mechanisms. The end result was a campaign that had the entire city buzzing – every TV station, radio stations, the city’s bloggers, our moms – everyone was talking.
It was a great success – and a reminder of how powerful thinking differently can be.
If you would like to know how Fauxrilla Marketing could work for you, contact us.
The Robin Shepherd Group is a full-service marketing, public relations and new media agency with offices in Jacksonville, Florida and Atlanta, Georgia. The 60-person agency counts Merial Pharmaceuticals, CSX Transportation, Centex Homes, PGA TOUR, World Golf Hall of Fame, Ameris Bank, Jacksonville Zoo and Gardens, and the Florida Times-Union among its clients.