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Case Studies

Most people call them Case Studies, but we like to call them “Client Success Stories.” Here are some short and sweet case studies for our business, nonprofit and government clients.

A. Smith Bowman Distillery Case Study A. Smith Bowman Distillery

A. Smith Bowman Distillery

A. Smith Bowman Distillery is Virginia’s oldest and most award-winning distillery. The historic, family-owned Distillery is located in Fredericksburg, Virginia and balances long-lived traditions, honoring Virginia’s great pioneers. Most notably, in 2016 and 2017, A. Smith Bowman Distillery won the “World’s Best Bourbon” at the World Whiskies Awards.

The challenge

In an oversaturated market of cocktail recipe books and spirits to pair with them, A. Smith Bowman Distillery and Madison+Main set out to create a Branded Cocktail Recipe Book to sell in their gift shop and online.

The approach

The Branded Cocktail Recipe Book began with a multiple-day photoshoot onsight to showcase all 27 cocktails that would be featured in the book. After strategizing how to properly market the cocktails (including target markets), Madison+Main got busy color correcting the images, writing the recipes, and designing the layout.

The results

A pretty package. A. Smith Bowman Distillery’s Branded Cocktail Recipe Book is 82 gloss pages of cocktails using bourbon, gin, vodka, rum, and dessert liqueur, as well as a brief history of the Distillery. Spiral-bound and barcart sized, the Cocktail Recipe Book is a great piece of branded merchandise that will get any A. Smith Bowman Distillery connoisseur in the spirit and encourage them to “mix things up a bit.”

A. Smith Bowman Cocktail Recipe Book

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Stop Human Trafficking Case Study Anti-Human Trafficking Campaign

Anti-Human Trafficking Campaign

When Virginia’s Office of the Attorney General decided to fight human trafficking in the Commonwealth, they knew they needed a bold attack plan. Unfortunately, human trafficking isn’t just something you see in action movies. It doesn’t just happen in foreign countries, it often extend beyond sex trafficking into forced labor, and it crosses genders, with both males and females being almost equally affected. It was important for this campaign to both offer a lifeline to actual victims and educate the public so they would be able to identify and report suspicious activity that went beyond stereotypes.

Digital ads that read She Needs Your Help, Not Your Money

The challenge

How do you effectively communicate to someone being held against their will? Instead of a typical awareness campaign, trying to reach a broad swath of the general population, our challenge was to reach people who may be actively involved in human trafficking: those that may be held against their will, those who wish to exploit them and anyone who may come into contact with illegal traficking activity.

The approach

Almost 50% of the U.S. population lives within a one-day drive of Virginia, making it a notorious focal point for trafficking. Our research indicated that truck stops are a hotbed for this kind of activity so, we targeted mobile phones that were within a quarter-mile of truck stops and rest areas along the major interstates in Virginia. 

Through a series of geo-targeted mobile banner ads, we were able to reach concerned citizens, possible “johns,” victims who have internet-capable mobile phones, etc., to make them aware of the problem and let them know that help is out there. The ads featured direct wording to victims, such as “Are you being held against your will?” in a variety of different languages, including Spanish, Korean, and Vietnamese. Other ads directly addressed exploiters — “She needs your help, not your cash.” We also targeted the top 50 illicit websites in Virginia where potential “johns” could be looking to make the leap from the virtual world into the real world of sex trafficking.

The results

The cutting-edge campaign, which began November of 2015, and ran six months garnered more than 6.8 million impressions across the state of Virginia, resulting in more than 11,600 clicks to the National Human Trafficking Resource Center’s website run by the Polaris Project

Although the campaign only ran for a month and a half during 2015, Virginia had the eighth-highest call volume of all 50 states and Washington, D.C. in 2015, with 624 substantive phone calls, 22 emails, and 33 online tip reports. During the course of the campaign, website traffic from Virginia increased by 54.84%. The campaign exceeded expectations in impressions, results, and awareness for a major societal issue that we all want to see come to an end.

This campaign was recognized with a cadre of local, national and international awards; the Virginia PRSA Commonwealth Award, the National PRSA Silver Anvil and the International Advertising Association BrillIAAnce Award for Mobile Marketing.

Due to the success of the 2015 campaign, we were engaged again by the Virginia  General in 2018 to relaunch the campaign with focus on the Hampton Roads region.

Mockup of the Human Trafficking Campaign on phones
3 digital ads for the Human Trafficking Campaign
Billboard that reads If it looks wrong. It probably is.

Looking for results?

Look no further! At Madison+Main we produce nothing but results. If you want results, just hit the button, and we will be in tough shortly!

Whos Your Driver Case Study Who’s Your Driver?

Who’s Your Driver?

Who’s Your Driver? is a sober and safe driving initiative that was started by DRIVE SMART Virginia, a non-profit organization with a mission to eliminate alcohol-related crashes and to educate citizens on safe driving practices. The Who’s Your Driver campaign included a safe driving pledge, social media content and promotion opportunities, event sponsorships, live activation at events and a website, all of which run throughout the NASCAR racing season as well as at several motorsports tracks throughout Virginia.

Race fans holding "Who's Your Driver" signage

The challenge

Madison+Main was tasked with focusing our efforts on 18-34-year-old rural, truck driving males, which studies show contribute to a large portion of the alcohol-related crashes in Virginia. Besides ensuring that their media spend reached the target demographic, the client also wanted to increase their presence at numerous motorsports events throughout the state and increase participation in their Safe Driving Pledge.

The approach

In addition to fulfilling the existing sponsorship partnerships that DRIVE SMART Virginia had with race tracks across the state, M+M placed paid media on Facebook and Twitter with three goals. The first goal was general awareness to promote sign-ups for the pledge among our target audience. The second goal was geo-targeted ads that were targeted around the race tracks where DRIVE SMART Virginia had a physical presence. The last goal was to increase participation in the VIP experiences.

Throughout our work, we found that Who’s Your Driver? engaged fans and followers from our target audience on multiple platforms. They participated in the VIP Experience through more than one activity and communicated with us on social content.

Madison+Main created social media content that, through geo and psychographic targeting techniques, enticed targeted users to take the Safe Driving pledge and to participate in the VIP experiences.

The results

Traffic to the website from social media increased 346.51% during the campaign, resulting in more than 5,000 Virginians signing the sober driver pledge. 

Facebook visits more than doubled during the campaign. Overall, the campaign exceeded expectations in every trackable metric: likes, shares, social interactions, website interaction, and pledge sign-ups. 

Based on success in 2017, DRIVE SMART Virginia re-engaged Madison+Main to create a new program called “What’s Your Game Plan?,” which forged a partnership with the Washington Football Team at their training camp in Richmond. We also introduced on-site activation at Virginia Tech sporting events in 2018, which made news across Southwest Virginia, one of the main areas we have been trying to reach with sober driving messaging.

Who's Your Driver Website

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Look no further! At Madison+Main we produce nothing but results. If you want results, just hit the button, and we will be in tough shortly!

Respect Richmond Case Study Respect Richmond Campaign

Respect Richmond Campaign

When Virginia’s Office of the Attorney General wanted to crack down on rising gang and gun violence crimes in the city of Richmond, VA, they needed a bold approach that would cut through the clutter and connect with at-risk youth on a deeply emotional level.

Photo of vigil on sidewalk

The challenge

Madison+Main was tasked with focusing our efforts on 18-34-year-old rural, truck driving males, which studies show contribute to a The goal and the objective of the Project Safe Neighborhoods initiative was to decrease gang-related homicides, aggravated assaults, and robberies in Richmond, Virginia. They wanted to launch a mutli-platform outreach campaign that would work in unison with their street-level law enforcement activities.

The approach

The campaign needed to communicate a deterrent message to would-be criminals, with the simultaneous promotion of community resources. A portion of the campaign also needed to build on community responsibility and utilizing community members as force multipliers. Finally, we wanted to address a major issue: once a shooting happens, there is typically a retaliatory event within about two weeks. Geographically, the campaign was hyper-focused on three neighborhoods within the Richmond city limits. However, within those three neighborhoods, we identified those three different “audiences” that needed to be reached with different messaging: 

  1. Direct messaging to reach the gang members
  2. Community messaging to reach our community members 
  3. Anti-reactionary “audience” which was a segment of the direct and community audiences with specific anti-retaliatory messaging that was deployed after a qualifying incident

Despite having a very small geographic target market and even more segmented psychographic and behavioral audiences, we developed a relatable, surround sound campaign called Respect Richmond. We utilized billboards, in-store marketing at gas stations and convenience stores in the relevant neighborhoods, television, radio, digital and social ads and even appeared on internet-connected devices such as Xbox consoles and Smart TVs. If an audience member was in our targeted neighborhoods, they weren’t able to get away from our messaging.

The results

The Respect Richmond Campaign was an overwhelming success. During a summer launch of the campaign in 2018, from Memorial Day through Labor Day, violent crime decreased in the targeted neighborhoods of Creighton Court, Fairfield Court, Gilpin Court, and Whitcomb Court. Collectively, these neighborhoods saw a:

  • 50 percent decrease in homicides
  • 41 percent decrease in robbery with a firearm
  • 100 percent decrease in robbery victims shot
  • 34 percent decrease in aggravated assault with a firearm
  • 57 percent decrease in aggravated assault victims shot
  • 30 percent decrease in total violent crimes

In addition, Creighton Court saw a 100 percent decrease in homicides and a 55 percent decrease in total violent crimes. Fairfield Court saw zero homicides during the campaign and had an 80 percent decrease in aggravated assault and a 50 percent decrease in total violent crimes. Gilpin Court had a 100 percent decrease in homicides and robbery with a firearm as well as a 75 percent decrease in aggravated assault victims who had been shot. Finally, Whitcomb Court saw a 100 percent decrease in robbery victims who were shot.

Respect Richmond Digital Ads

Looking for results?

Look no further! At Madison+Main we produce nothing but results. If you want results, just hit the button, and we will be in tough shortly!

Madison+Main Case Study | Compass Entertainment Complex Compass Entertainment Complex

Compass Entertainment Complex

Compass Entertainment Complex is a massive and all-inclusive entertainment center opening Spring 2020 in Lancaster, Virginia. Their 28,000 sq. foot facility will house a full-service restaurant, laser tag, go-karts, mini-golf climbing walls, a six-screen movie cinema, and much more.

Drone shot of the Compass Entertainment Complex building

The challenge

When Compass Entertainment Center first approached Madison+Main, they were completely unbranded and referring to themselves simply as a “Rappahannock Entertainment Center.” With their groundbreaking quickly on the horizon, they needed a full branding campaign, including a new name, two new brands; for the complex and an adjacent restaurant. Madison+Main was just the right team for the job!

The approach

Our strategy stemmed from our agencies’ approach: Bold Brands Win. We knew that this entertainment center needed to grab attention, excite people, draw a crowd, and clearly portray the unique personality of the center. Madison+Main held company brainstorms, with insight from our clients, and developed multiple detailed options for our awesome clients.

The results

Compass Entertainment Complex’s branding came perfectly to life! Building on their nautical area and utilizing their bold business model, Madison+Main developed their master brand (Compass Entertainment Center) and their restaurant brand (Meridian) completely from scratch to include names, logos, core messaging, and branding themes and guidelines. They opened their doors in Spring of 2020 and already their brand awareness in their market is flourishing!

Looking for results?

Look no further! At Madison+Main we produce nothing but results. If you want results, just hit the button, and we will be in tough shortly!

Madison+Main Case Study | Texas Inn Texas Inn

Texas Inn

Texas Inn, known by locals as “The T Room,” is Lynchburg, Virginia’s oldest dining establishment, founded in 1935. Now with two locations – Downtown and Cornerstone – the business still serves “1,500 people, 15 at a time.” To date, the Texas Inn has served more than 6 million customers.

Madison+Main Case Study | Texas Inn

The challenge

This iconic diner has a long and distinguished history, but it had fallen on hard times. When Madison+Main began working with the company in 2018, ownership reported seven consecutive years of revenue declines, and the company — and the brand — needed a makeover.

The approach

Madison+Main prescribed some tough medicine for the company; a new brand image, a website, a complete overhaul of the interior of the restaurants and new operational procedures and revenue streams (merchandise sales, online delivery services, new menus and menu items).

With an emphasis on social media, digital marketing, local radio and public relations, the T Room has regained market share in the fast-casual space and experienced an amazing turn-around. Web traffic has increased by 500%. The company’s Facebook page grew from 237 to 5,311 followers in only one year and has a 4.8 rating on Facebook and 4.7 rating on Google. Madison+Main’s online video announcing delivery services UberEats and Grubhub was viewed more than 100,000 times — not bad for a 15 seat lunch counter. 😉

The results

The Texas Inn has experienced a 50% year-over-year increase in monthly sales, reversing a 7-year slide. 

The company won “Best Hot Dog” in Lynchburg from the News & Advance and 2nd place from readers of Lynchburg Magazine.

Menus from the Texas Inn

Looking for results?

Look no further! At Madison+Main we produce nothing but results. If you want results, just hit the button, and we will be in tough shortly!

Maola Milk Case Study Maola Milk

Maola Milk

Maola Milk is a proud brand of the Maryland & Virginia Milk Producers Cooperative Association that was formed in 1920 to promote milk that is created by families, for families! 100% fresh, 100% local. The brand includes family-owned dairy farms spanning several Mid-Atlantic and Southeastern states and chose Madison+Main to help launch, market, and establish partnerships for MilkPEP’s first-ever program, called “Love What’s Real,” connecting the Maola Milk brand with local culinary experts to promote milk.

Maola Milk

The challenge

People often overlook milk as a cooking ingredient, solely viewing it as a delicious and nutritious drink. Our challenge was to position milk in a new and exciting way by partnering with a local, well-known chef to highlight how milk can play a starring role in the kitchen by incorporating it into homemade recipes.

The approach

Madison+Main established a partnership with Chef Lee Gregory, who is the co-owner of Alewife and Executive Chef at Southbound. Around the same time, Chef Lee Gregory received praise by GQ Magazine for his use of locally-produced ingredients, naming Southbound the “Best New Restaurant” in 2019. Our team strategically teamed up with him and helped produce videos of him in his restaurant’s kitchen incorporating various Maola products to create custom recipes including Milk Chocolate Panna Cotta, Buttermilk-Brined Fried Chicken, Milk Roasted Chicken, and Milk Cake. In addition, we created Facebook and Twitter posts for a new social media campaign to promote the chef partnership and Maola Milk’s involvement in MilkPEP’s campaign. As an educational aspect, we also included many milk benefits into the messaging.

The results

Madison+Main’s strategic partnership pairing led to a successful social media campaign that produced overwhelming results for every brand involved. We enjoyed working together with Maola Milk, Chef Lee Gregory, and MilkPEP to create such a fun series of content that was easily shared across all platforms.

Looking for results?

Look no further! At Madison+Main we produce nothing but results. If you want results, just hit the button, and we will be in tough shortly!

Virginia Energy Sense Virginia Energy Sense

Virginia Energy Sense

Virginia Energy Sense (VES) is the Commonwealth’s energy education program managed by the State Corporation Commission.

Virginia Energy Sense Case Study

The challenge

Virginia set a goal to reduce electric energy consumption 10 percent below the 2006 level by 2022 and created the Virginia Energy Sense program. The goals of this statewide public awareness campaign are to help consumers make informed choices, increase awareness of options for conserving electricity, and enable consumers to reduce their energy consumption.

The approach

Madison+Main created a bold new multifaceted marketing and PR campaign that appealed to a wide range of Virginians and put more of an emphasis on digital media to maximize the campaign reach and most importantly, get Virginians to take small steps towards energy reduction. We created Jack, a wise-cracking power plug, who sounds remarkably similar to an Academy award-winning villain with the same first name. Jack achieved instant recognition, delighting everyone aged three to 93.

We expanded VES’s digital reach across the state, securing coverage and mention in high-impact media targets. In addition, we helped them strengthen existing partnerships and cultivated new ones to increase awareness of energy conservation as well as share the many ways that Virginians can easily and cost-effectively save energy in their homes, at work, or at school.

The results

In 2019, VES attended more than 17 large public events across the Commonwealth, resulting in 215,450 impressions of program material. We generated 5,829,275 paid and organic Facebook impressions and 5,467,374 impressions on Google Ad Networks. After designing and launching a new website to enhance the program’s online presence, their website had a month-over-month visitor increase of 38 percent, website page view growth of 18 percent, and a significant increase in mobile viewers — which accounted for more than 80 percent of total users and visits to the site. In addition to bringing their partner count to over 200 organizations, solidifying 13 new affinity partners, we developed and launched the program’s first-ever partner newsletter to create additional touchpoints to drive partner engagement. VES distributed their energy efficiency curriculum to more than 250 public and private school systems throughout the state, which accounts for 60 percent of total school districts in Virginia — delivering 14,000 copies of the energy-saving curriculum to third-grade students. We also secured $29,000 in added value broadcast spots through Cox and other media groups. Last but not least, we served 21,842 ads featuring VES “spokesplug”, Jack, generating more than 12,354,220 impressions in seven markets. It’s safe to say we put a lot of energy into helping our wonderful clients save energy in Virginia this year.

Virginia Energy Sense was awarded a Silver Telly Award for their “Kids vs. Parents” 30-second social video that Madison+Main created for them in 2019. They were also awarded a prestigious Bronze Telly Award for their 60-second social video entitled “Thanksgiving Jack” that features their ever so popular, wise-cracking “spokesplug” providing tips to lower your power bill during the holiday season. The Virginia Energy Sense campaign, over the last four years, has garnered Madison+Main more than one dozen local, regional, and national awards for the Jack campaign.

Looking for results?

Look no further! At Madison+Main we produce nothing but results. If you want results, just hit the button, and we will be in tough shortly!

Lucy Corr Case Study Lucy Corr

Lucy Corr

Lucy Corr is a not-for-profit continuing care retirement community that has served as a pillar for Chesterfield County since 1970, catering to active seniors aged 62 and older. They offer senior living services including Independent Living, Assisted Living, Health Care Center, Life Care, and Adult Day Center.

The challenge

A picture can tell a thousand words…until it can’t. With a beautiful, 43-acre community, the challenge was capturing all of its glory in a single, easily digestible format that would keep viewers engaged and interested in Lucy Corr while differentiating the community from its competitors.

The approach

Madison+Main worked with long-time partners and full-service video production studio, Broadscope Media, to shoot a drone video of the community in its entirety — highlighting the various amenities and natural beauty of the community. Before doing so, our talented team wrote the visual treatment, picked the perfect actors from a large talent pool, and laid the groundwork for a successful shoot. The video showcases residents enjoying social activities, their extensive walking trails, new cottages and apartments — plus more.  

The results

Both Lucy Corr staff and residents were happy with the final results, agreeing that it perfectly portrayed what life is like at Lucy Corr. The video is prominently placed on their website for future prospects to enjoy, has garnered a number of views on YouTube, and is used in various social media ads to highlight their continuing care retirement community.

Looking for results?

Look no further! At Madison+Main we produce nothing but results. If you want results, just hit the button, and we will be in tough shortly!

Got an upcoming project?

Let us help! We have numerous “client success stories”, and are always looking for a new and exciting challenge. Just click the button and we will be in touch soon!