University of Minnesota CEHD
University of Minnesota's College of Education and Human Development is one of the world's most respected research institutions.
Revitalizing Rocket League's Website
Rocket League has become one of the most popular eSports games in the world, earning a huge audience on the Twitch livestreaming gaming service.
Creating a Brand Identity for RateLinx
Founded in 2002, RateLinx is a leading software developer and consultant for customized shipping and logistics management.
Client Success Stories
How We Doubled Sales
Logistics Software and Consulting
Based in Madison, RateLinx turned to SCG to double their sales. We started with proprietary research to create a brand identity and have guided the entire marketing efforts of the company for five years. Our marketing program includes content development, media relations, social media, advertising, sales support, internal communications, and web design and management. View the full case study or see their new site at ratelinx.com.
- 2016 PRSA Classics Award – Marketing Services Agency/Organization > 25 Employees
- 2016 PRSA Classics Award – Integrated Communication Services
- 2015 PRSA Classics Award – Special Purpose Publications
Bringing Visibility to the 100th Anniversary
Renowned Men's Fashion Apparel Retailer
Hubert White's president, Bob White, engaged SCG to create a public relations campaign to promote the store’s 100th anniversary. Hubert White traditionally relied on client relationships to spread the word about its high-quality clothes and personal service, but wanted to boost its messaging in preparation for the 100th Anniversary Gala.
SCG quickly tapped its knowledge and creativity to develop a strategic plan. SCG reviewed archival documents to better understand the store’s history. We then developed tailored media lists and targeted pitches promoting the store and Bob White’s contribution as a leading member of the business community. Using Hubert White’s archival collection of photos and ads, SCG created a two-page print ad detailing the fashions that shaped the store’s 10 decades that ran in Forum Magazine and an in-store special edition magazine.
SCG also placed stories in the following outlets noted below and obtained recognition from the City of Minneapolis with an audience reach totaling 28.5 million.
Media Placements, Recognition and Awards
Raising $60 to $100 million
College of Education and Human Development
When the College of Education and Human Development (CEHD) at the University of Minnesota needed to raise its visibility, and meet its initial fundraising goal of $60 million, they turned to SCG. As one of the most prominent research universities in the world, CEHD wanted to showcase its ability to improve lives around the world. With a weekly blog program and ImprovingLives.org website developed with SCG, the college converts their leading research into editorials written in practical, everyday language.
Each blog includes practical advice on topics ranging from literacy to autism to mental health and domestic violence. Through these efforts, CEHD emerged as the first of its kind among research universities to disseminate research this way. It now reaches a global audience of 30,000 monthly views from all 50 states and six continents. With a complementary digital advertising campaign, ImprovingLives.org receives 400,000+ impressions each month. One of the most important goals of the college was to raise its visibility, and the blog is a key tool in that effort. CEHD is now ranked as a top public education school in the world and has exceeded that initial fundraising goal by raising $74 million – a full three years ahead of the initial schedule. The goal has now been increased to $100 million.
Awards and Results
- 2015 PRSA Classics Winner for Best Government/Nonprofit Marketing Program
- 2015 PRSA Classics Winner for Best Integrated Communications Programment/Nonprofit
- $74 million raised to date in capital campaign
Launching a New Beverage
Bootleg, Minnesota's Signature Drink™
SCG successfully brought the cocktail-inspired malt beverage known as Bootleg to market in a highly competitive and regulated industry dominated by large corporations. By distilling research and applying unmatched creativity, Bootleg has garnered broad interest across the state and is distributed in Minneapolis by Breakthru Beverage Group.
SCG created all aspects of the the brand Bootleg—Minnesota’s Signature Drink, and is making waves in the Metro by engaging KFAN radio personality Cory Cove, host of Minnesota’s top-rated morning show, currently coinciding with football season. Sponsorships are facilitated at festivals and events. Key messages developed are implemented in print ad designs as well as media placement, like this October article in Lake Minnetonka Magazine. Bootleg’s digital presence is enhanced by complementary engaging social media postings on Facebook, Twitter and Instagram, where promoted posts and strategic targeting results in consumer and store owner engagement.
- 2017 PRSA Classics Winner for Marketing Product Program
- 2017 PRSA Classics Finalist for B2C Campaign of the Year
- 2017 River Lakes Beer & Wine Expo “Best Non-Beer in Show”
- 2017 Lakeville Brew Battle – First Place