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Client Successes

Here are the clients we currently counsel.

BlueCross WalkingWorks for Schools

Challenge
BlueCross BlueShield of Tennessee identified the need to address the problem of childhood obesity in the state. Research showed that 19 to 30 percent of school-aged children were considered obese, and the company and KVBPR, as its agency of record, decided to create an in-school walking program with a target of enrolling 250 schools and 100,000 students. The program would measure the impact on physical condition, learning readiness and behavior on program participants who walked five minutes each day for 12 weeks each semester.

Strategy and Action
BlueCross developed an initial partnership with the Coordinated School Health program and the Tennessee Association for Health, Physical Education, Recreation and Dance to enroll students into the WalkingWorks for Schools program. KVBPR created enrollment materials including newsletters, e-mail messages and collaterals distributed at various education conferences. Tool kits were also distributed to each school with brochures, posters, student wristbands and pedometers. KVBPR and the client created an online walking log to allow teachers to record their students’ time.

Results
For the 2008-2009 school year, 336 schools and nearly 146,000 students enrolled in the WalkingWorks for Schools program. One-hundred percent of last year’s participants walked for the project minimum of five minutes per day, and more than 75 percent of participants walked more than the project required. Surveys of participating teachers show that 87 percent noticed improvement in classroom behavior, and 80.2 percent noticed positive physical changes in their students, such as increased energy and physical endurance.



Services Provided
  • Corporate Communications
  • Marketing
  • Public Affairs/Issues Management
  • Strategic Social Responsibility

More About BlueCross BlueShield of Tennessee

BlueCross BlueShield of Tennessee offers its clients peace of mind through affordable solutions for health and healing, life and living. Founded in 1945, the Chattanooga-based company is focused on reinventing the health plan for both its 3 million Tennessee-based members as well as consumers across the country. Through its personal health advocacy approach, BlueCross is developing patient-centric products and services that positively impact affordability, patient safety and quality. BlueCross BlueShield of Tennessee Inc. is an independent licensee of the BlueCross BlueShield Association.






Services Provided

More About Hospital Alliance of Tennessee

Since 1982, the Hospital Alliance of Tennessee (HAT) has worked to promote the value and benefits of not-for-profit community hospitals in Tennessee. Its members are both private and governmental health care facilities, ranging from small, rural hospitals to major teaching and research facilities. They are the foundation of health care services in Tennessee.  Through ongoing interaction with representatives from the executive to the legislative branches of the government, HAT is a champion for not-for-profit hospitals on issues such as tax exemptions, community benefits, TennCare, managed care and Certificate of Need. 





Increasing Awareness of Aegis

Challenge
Aegis Sciences, the nations’ largest independent drug testing laboratory, always had a low profile in its hometown. It wanted to use the move to its new, corporate headquarters and state-of-the-art lab to kick off a local awareness campaign.

Strategy and Action
KVBPR worked with Aegis Sciences to develop a strategic plan to communicate the move to local target audiences and maximize the opportunities presented by an open house to achieve its goal. KVBPR developed a theme and key messages, managed logistics for the open house, worked with a video production firm to create a presentation for guests to learn about the company, and conducted extensive local media outreach.

Results
More than 300 guests toured the new headquarters at the event and left with an Aegis-branded glass coffee mug in the shape of a lab beaker. KVBPR was able to garner articles in eight media outlets surrounding the company’s relocation, including a major Sunday business feature on the founder and CEO.



Services Provided

More About Increasing Awareness of Aegis





Going Social for Land Rover Nashville

Challenge
The Middle Tennessee Land Rover dealer sought to establish a social media presence.

Strategy and Action
Land Rover Nashville (LRN) retained KVBPR to develop and implement a proactive social media program to communicate with current and prospective customers. The program included a planning and messaging component that included identification of core messages and target audiences; setting up Facebook and Twitter accounts and developing a LRN YouTube channel to increase brand awareness for the dealership and Land Rover vehicles. The account team managed postings on the social media accounts and shot and edited video for the LRN YouTube channel.

Results
Working with the LRN staff, the account team posts regular updates on the social media profiles. In the first seven months, the LRN Facebook Fan page had a 505 percent increase, from 22 in July 2009 to 153 in January 2010. The fans cover the Land Rover demographic, ranging from 13-years-old to 55-plus, with 53 percent of fans in the 25-44 age range and 18 percent in the 45-55 age range.

The YouTube channel experienced similar success with more than 17,840 views of seven LRN videos posted.



Services Provided
  • Marketing
  • Media Relations
  • Strategic Social Responsibility

More About Land Rover Nashville

Land Rover Nashville is a 10-year-old, family-owned company selling premium sport utility vehicles.

The Land Rover is a distinctive vehicle that offers unrivalled all-terrain performance. Since 1948, Land Rover has been manufacturing authentic 4x4s that represent true "breadth of capability" across the model range.



Meet Maestro Giancarlo

Challenge
The Nashville Symphony wanted to introduce its new music director designate, Giancarlo Guerrero, in a launch that highlighted his talent, enthusiasm and accessibility, and to reach a younger more diverse demographic in its efforts to Increase single ticket sales

Strategy and Action
KVBPR developed a strategic launch plan that included traditional advertising, social media, direct mail, media outreach, community outreach, and one-on-one interactions with the Maestro prior to and immediately after the premiere of the 2008-09 season. KVBPR worked with Locomotion Creative and Symphony staff to provide strategic counseling throughout the implementation of the plan.

Results
Nashville Symphony reported a 27 percent increase in first-day single-ticket sales for the 2008-2009 season. T-shirts featuring an iconic image of Giancarlo, “our new maestro,” were in great demand. News coverage included a fun feature on Giancarlo’s pool playing skills and a business story about the campaign itself.



Services Provided

More About Meet Maestro Giancarlo





Moving Nashville Towards Better Health
Walk 100 Miles with the Mayor


Challenge
Engage Nashville residents in the Mayor’s challenge to walk 100 miles of the city’s parks and greenways through a series of 28 scheduled walks from April - July 2011. Participants were encouraged to register online at www.walk100miles.com and track their miles. The Mayor’s Office planned walking events twice per week in different areas of Nashville to reach the full 100 miles.

Strategy and Action
KVBPR worked with the Mayor’s Office and different Metro Government departments to organize the launch event in downtown Nashville, coordinate the weekly walk events and promote the challenge through news media and social media activities. KVBPR targeted local meteorologists to announce walk locations during their broadcasts and worked with area columnists to raise awareness of the importance of health and fitness in Nashville.

Team members also created and monitored the Walk 100 Miles Facebook and Twitter accounts, providing important updates and information and interacting with participants to build excitement around the campaign. 

Results
When the challenge concluded in July 2011 more than 4,000 residents walked more than 100,000 miles, with more than 500 reaching or exceeding the 100-mile goal. Through regular posts and participant interaction, the Walk 100 Miles Facebook page grew to 625 likes in four months and 158 followers on Twitter. KVB also successfully placed stories about Walk 100 Miles in The Tennessean and on the local broadcast news affiliates.


Mayor´s Challenge 5K

Challenge
Following the success of his Walk 100 Miles with the Mayor initiative, Nashville Mayor Karl Dean challenged the community to walk and/or run a 5K through the streets of downtown. Seven-week training sessions were held at local YMCA locations and community centers at Metro parks. Partnerships with the TriStar Stroke Network and United Healthcare provided free pressure checks and stroke screenings and the opportunity for participants to win a free pair of running shoes. Mayor Dean’s goal was to have 5,000 people participate in the 5K on November 13, 2011.

Strategy and Action
KVBPR led media activities, coordinating news stories for print and broadcast media. The firm also developed and managed the challenge’s Facebook and Twitter accounts, providing important updates and information and interacting with participants to build excitement around the campaign. 

Results
Participants regularly attended training sessions and more than 5,000 Nashville residents and guests completed the 5K on November 13. Through regular posts and participant interaction, the Mayor’s Challenge 5K Facebook page grew to 918 likes in less than three months, and 125 followers on Twitter. KVB also successfully placed stories about the challenge in The Tennessean and on the local broadcast news affiliates.


Services Provided
  • Marketing
  • Media Relations

More About Metropolitan Government of Nashville & Davidson County, Mayor´s Office

Nashville Mayor Karl Dean is leading an effort for Nashvillians to adopt healthier lifestyles, adding more sidewalks, greenways and bicycle trails for citizens to enjoy. His administration remains focused on providing opportunities for individuals to improve their health and reduce escalating healthcare costs.

In 2011 Mayor Dean launched two health initiatives, Walk 100 Miles with the Mayor and the Mayor´s Challenge 5K. He challenged Nashville residents to walk 100 miles of the city´s parks and greenways in three months, and train with him to walk and/or run a 5K in two months.
 



Metropolitan Nashville Arts Commission
Artober Nashville

Challenge
Inform and inspire the community’s awareness of and participation in an array of arts and cultural activities throughout Nashville.  Held during National Arts & Humanities Month, Artober Nashville aimed to have every Nashvillian experience the arts during the month of October. Activities included visual and performing arts, music, craft, film and commercial businesses presenting arts activities.


Strategy and Action
Metro Arts partnered with dozens of arts and cultural organizations to highlight the depth and breadth of arts activities through official Artober Nashville events. Organizations registered their events with NowPlayingNashville.com, the online arts and entertainment guide administered by the Community Foundation of Middle Tennessee. Individual artists and groups were also encouraged to create “pop-up” events, one-time events that delivered a cultural experience within a neighborhood, school or church.

KVBPR worked with Metro Arts to build awareness of and interest in the month-long celebration through traditional and social media platforms. The firm secured a media partnership with Southcomm and the Nashville Scene, providing ad space, promotional online blasts, and placement on NashvilleScene.com and NashvilleCityPaper.com. KVBPR also coordinated media presence for the official Artober Nashville launch with Mayor Karl Dean and other events.

Team members created and monitored the Artober Nashville Facebook, Twitter and YouTube accounts, providing an ongoing stream of event announcements, photos and videos of live performances. Followers were encouraged to participate in a video challenge by posting a personal video of Artober Nashville events to Facebook for voting.


Results
The inaugural Artober Nashville was a great success for Metro Arts and the local arts community. More than 160 different organizations participated, posting 663 events on the calendar on NowPlayingNashville.  Webpage traffic for major arts categories on the website increased by anywhere from 16 to 490 percent. 

All local television outlets were present at the launch event and information on the launch was published in The Tennessean. Throughout the month, KVBPR placed Metro Arts leaders and other arts representatives on mid-day television news programs and radio broadcasts.

Artober Nashville social media grew to 380 Facebook likes, 114 Twitter followers and 225 YouTube Channel views in one month. 


Services Provided
  • Corporate Communications
  • Marketing
  • Media Relations

More About Metropolitan Nashville Arts Commission

The Metropolitan Nashville Arts Commission (Metro Arts) is a department of the Metro Nashville Government. The Arts Commission stimulates and advances the arts to enrich the human experience for the community.

Its focuses include community arts, public art and arts education.







Services Provided

More About Nashville Health Care Council

The Nashville Health Care Council is an association of health care industry leaders working together to further establish Nashville's position as the nation's health care industry capital.

The Council promotes the continued growth of Nashville's health care industry by fostering a supportive operating environment for existing, start-up and relocating health care businesses. Through educational programs, networking and mentoring activities, the Council provides executives with timely information on key operational and policy challenges facing health care companies.

Founded in 1995 as an initiative of the Nashville Area Chamber of Commerce, the Council's membership includes both Nashville-based and national organizations that are world leaders in a number of key health care industry segments. Also represented are professional services firms with wide-ranging expertise in the health care industry.



SSR Media Tour

Challenge
Smith Seckman & Reid (SSR) wanted to increase awareness of the firm through a targeted media relations campaign that would develop long-term relationships with editors at target publications and create opportunities for coverage and bylined articles.

Strategy and Action
KVBPR contacted six publications in and around Chicago and, working around SSR CEO Rob Barrick's busy schedule, organized a one-day media tour with Barrick and KVBPR.

Results
Following the tour, KVBPR and SSR completed four bylined articles for two of the publications. Barrick and the editors of each publication have stayed in contact, and Barrick has been contacted on numerous occasions for interviews. As a result of the tour, KVBPR and SSR also became aware of two awards opportunites for SSR to pursue.



Services Provided
  • Corporate Communications
  • Crisis Management
  • Marketing
  • Media Relations
  • Public Affairs/Issues Management
  • Strategic Social Responsibility

More About Smith Seckman Reid, Inc.

Smith Seckman Reid, Inc. (SSR), headquartered in Nashville, Tenn., is an employee-owned engineering design and facility consulting firm with 500 employees in 12 offices across the United States. The firm provides a wide spectrum of consulting services related to building and infrastructure design, operation and management. SSR delivers services for facilities nationwide, including healthcare, education, science and technology, research, sports and entertainment, corrections, infrastructure, commercial and industrial clients.




Sustaining the Brand at Greenbuild

Challenge
SSRCx’s Sustainable Solutions Group sought to increase awareness of the firm’s capabilities at Greenbuild, the largest convention dedicated to the green building movement.

Strategy & Action
KVBPR developed an integrated trade-show campaign for SSRCx that included media relations, social media and traditional marketing strategies. The account team developed a tailored media relations kit, specifically for Greenbuild, and set up briefings with firm principals and media attending the conference. KVBPR established a SSRCx Greenbuild Twitter account for firm attendees to engage in a Greenbuild dialogue with other attendees and established a SSRCx Newsroom ning.com site for firm members. The KVBPR team also developed 500 SSRCx brochures distributed at the convention and developed a pre- and post-conference email marketing campaign.

Results
The KVBPR account team exceeded all objectives from the Greenbuild project – topping the goals for reporter/editor briefings that resulted in two bylined articles, another article placement and an ongoing trade blog opportunity. The social media program generated more than 2,300 page views to the ning.com site and SSRCx staffers tweeted throughout the convention, linking back to the Newsroom ning.site.



Services Provided
  • Corporate Communications
  • Marketing
  • Media Relations

More About SSRCx

SSRCx is an independent, wholly owned subsidiary of Smith Seckman Reid Inc. and a leading facilities commissioning provider. SSRCx ensures buildings operate at maximum potential by verifying and documenting building systems are designed and installed in a quality manner and meet the needs of the owner and occupants. SSRCx provides commissioning services for new and existing facilities.





Enhancing A Profile for Stites & Harbison

Challenge
The law firm sought to increase its profile and community awareness with potential clients from key industry areas

Strategy and Action
Stites & Harbison retained KVBPR to develop and implement a proactive business and trade media relations program to secure coverage for key practice areas. The program included media relations education and training session with attorneys; monthly discovery and story identification meetings with attorneys focusing on key practice areas; developing and distributing a sourcebook detailing specific attorneys and their individual practice areas; monitoring editorial calendars for bylined article and story opportunities and pitching as appropriate; and drafting and distributing firm news, milestones and employee announcements.

Results
The ongoing initiative has continued to be successful with the most recent results of 140 media mentions, bylined articles and opinion pieces in one year, and an increase in the number of Stites & Harbison attorneys named to The Best Lawyers in America, SuperLawyers, Nashville Business Journal “Best of the Bar,” and BusinessTN’s “Best Lawyers.” As a result, numerous bylined articles were published in construction, health care and banking trade publications and a Stites & Harbison attorney now writes a regular employment law column in The Tennessean newspaper.



Services Provided
  • Marketing
  • Media Relations

More About Stites & Harbison

Stites & Harbison, PLLC, is a regional business and litigation law firm with attorneys in Nashville and Franklin, Tenn.; Alexandria, Va.; Atlanta; Jeffersonville, Ind.; Louisville, Frankfort and Lexington, Ky.; and Washington, DC. Fifty-six Stites & Harbison lawyers are named in the current edition of The Best Lawyers in America®, and nearly 70 percent of all members and counsel to the firm are listed as AV™-rated in the current Martindale-Hubbell Law Directory®.





The Blakeford at Green Hills

Challenge
The continuing care retirement community wanted to enhance its position as an expert on senior health and wellness and increase awareness of its resources among its target audience.

Strategy and Action
The Blakeford at Green Hills partnered with KVBPR to develop and implement a speaker’s bureau program to educate baby-boomers about options for today’s seniors and the challenges of long-term care planning. KVBPR identified topics that would resonate with local business and community leaders; contacted program chairs at targeted organizations to secure engagements; and provided information for groups to use to promote the appearance through websites and newsletters, and for audience members to request more information following the talk.

Results
In a year, The Blakeford’s CEO presented at 10 area civic and business groups, including The Rotary Club of Nashville, Brentwood Rotary, Green Hills Rotary, Gallatin Rotary, Exchange Club of Nashville, Lions Club, the Nashville Chapter of the National Association of Women Business Owners, Nashville Women’s Breakfast Club, Breakfast Club of Nashville and FiftyForward’s sandwich generation support group. The Blakeford continues to field requests to speak and the speaker’s bureau has resulted in several sales leads for residential options at The Blakeford.



Services Provided
  • Crisis Management
  • Marketing
  • Media Relations

More About The Blakeford at Green Hills

The Blakeford at Green Hills is Nashville’s premier continuing care retirement community, serving the Middle Tennessee area for more than a decade. Locally owned and managed, Blakeford is a not-for-profit community that offers a broad range of care and services to its residents, including independent living, assisted living, a wellness center and a health care center that encompasses intermediate, skilled nursing care and Memory Care.