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01 / Peel the Orange

02 / Re-think PR

Re
Think

2.1 Communication is Changing.

The mediums of our communication are changing. Not long ago, the first iPhone was released. Now there are 61.5 million smartphone subscribers in the US and Google has projected mobile internet usage may outpace PCs as soon as 2013.

Where we get our news is changing. The average American checks 5 media different media platforms for their news. (1.1)


Who creates the media is changing. This month 800 million people will each spend over six hours on Facebook and create 90 pieces of web content.

We consume media differently. US consumers reported spending 4 hours 20 minutes watching web video in 2011; a 37% increase since 2010. Conversely, CBS, NBC, and ABC have lost over 55% of their evening news audience since 1980.


The medium matters. Word-of-mouth recommendations by friends is still the most trusted form of brand communication. However, the next most trusted forms in order are:

  • 1

    Other consumer opinions posted online

  • 2

    Your brand’s website

  • 3

    Editorial content

  • 4

    Sponsorships

Top 5 News Sources Graphic

03 What We Do

We ignite a conversation around your brand.

We integrate:

  • + Best Practices
  • + Modern Mediums
  • + Creative Thinking
  • + Latest Demographic Research

to develop a communications strategy that fits the unique characteristics of your brand communication needs.

3.1 Our Services

Traditional Media >

  • New York Times
    New York Times

    Outlet / New York Times, Circ. 1,150,589
    Client / V.I.O. Inc.

    Print & broadcast aren’t dead. According to a recent Nielson survey, a third of our nation’s teenagers still read a newspaper at least once a week and traditional TV still commands 92% of teen viewing. Research also shows that people simply haven’t warmed up to the concept of reading editorial features online — average page views on the Web are usually less than 30 seconds and people tend to read less than 20% of the text on a page before moving on. We believe print media will always have a place as long as people appreciate the tangible, visceral experience of reading. For all these reasons there is most definitely a place for print media now and in the future.

  • Good Morning America
    Good Morning America

    Outlet / Good Morning America
    Client / PROBAR

    Print & broadcast aren’t dead. According to a recent Nielson survey, a third of our nation’s teenagers still read a newspaper at least once a week and traditional TV still commands 92% of teen viewing. Research also shows that people simply haven’t warmed up to the concept of reading editorial features online — average page views on the Web are usually less than 30 seconds and people tend to read less than 20% of the text on a page before moving on. We believe print media will always have a place as long as people appreciate the tangible, visceral experience of reading. For all these reasons there is most definitely a place for print media now and in the future.

  • ESPN
    ESPN The Magazine

    Outlet / ESPN The Magazine, Circ. 2,065,208
    Client / Teton Gravity Research / Protect Our Winters

    Print & broadcast aren’t dead. According to a recent Nielson survey, a third of our nation’s teenagers still read a newspaper at least once a week and traditional TV still commands 92% of teen viewing. Research also shows that people simply haven’t warmed up to the concept of reading editorial features online — average page views on the Web are usually less than 30 seconds and people tend to read less than 20% of the text on a page before moving on. We believe print media will always have a place as long as people appreciate the tangible, visceral experience of reading. For all these reasons there is most definitely a place for print media now and in the future.

  • Cigar Aficionado
    Cigar Aficionado

    Outlet / Cigar Aficionado, Circ. 243,713
    Client / Atomic USA

    Print & broadcast aren’t dead. According to a recent Nielson survey, a third of our nation’s teenagers still read a newspaper at least once a week and traditional TV still commands 92% of teen viewing. Research also shows that people simply haven’t warmed up to the concept of reading editorial features online — average page views on the Web are usually less than 30 seconds and people tend to read less than 20% of the text on a page before moving on. We believe print media will always have a place as long as people appreciate the tangible, visceral experience of reading. For all these reasons there is most definitely a place for print media now and in the future.

  • Seattle Times
    Seattle Times

    Outlet / Seattle Times, Circ. 222,810
    Client / American Alpine Club

    Print & broadcast aren’t dead. According to a recent Nielson survey, a third of our nation’s teenagers still read a newspaper at least once a week and traditional TV still commands 92% of teen viewing. Research also shows that people simply haven’t warmed up to the concept of reading editorial features online — average page views on the Web are usually less than 30 seconds and people tend to read less than 20% of the text on a page before moving on. We believe print media will always have a place as long as people appreciate the tangible, visceral experience of reading. For all these reasons there is most definitely a place for print media now and in the future.

  • Outside Magazine
    Outside Magazine

    Outlet / Outside Magazine, Circ. 685,879
    Client / Arc’teryx Equipment

    Print & broadcast aren’t dead. According to a recent Nielson survey, a third of our nation’s teenagers still read a newspaper at least once a week and traditional TV still commands 92% of teen viewing. Research also shows that people simply haven’t warmed up to the concept of reading editorial features online — average page views on the Web are usually less than 30 seconds and people tend to read less than 20% of the text on a page before moving on. We believe print media will always have a place as long as people appreciate the tangible, visceral experience of reading. For all these reasons there is most definitely a place for print media now and in the future.

Digital + Earned Media >

  • V.I.O. Email
    V.I.O. Email

    Content-sharing email managed by Purple Orange LLC, blasted bi-weekly to bloggers & online editors that provided easily embedded content that supported the V.I.O. brand.

    In the next minute, 9 new blogs will be born, 270 new websites will launch and over 60 hours of video will be uploaded. Digital media is a new paradigm that has revolutionized the way we interact with each other and consume media. Today, for example, over 400 million people will log onto Facebook and 50 million will use Twitter, while only about 8.5 million will tune into Nightly News With Brian Williams. Digital media is constantly re-inventing itself through the mobile devices we use, the applications we build and download and the increasing speed at which information travels. And most interestingly, at the heart of digital media are regular people who share, build and create—not because they are paid, but because they seek interaction on a more meaningful level.

  • New York Times / Atomic
    New York Times - Atomic Ski Boot

    Outlet / New York Times Website, Audience 15,962,000
    Client / Atomic USA

    In the next minute, 9 new blogs will be born, 270 new websites will launch and over 60 hours of video will be uploaded. Digital media is a new paradigm that has revolutionized the way we interact with each other and consume media. Today, for example, over 400 million people will log onto Facebook and 50 million will use Twitter, while only about 8.5 million will tune into Nightly News With Brian Williams. Digital media is constantly re-inventing itself through the mobile devices we use, the applications we build and download and the increasing speed at which information travels. And most interestingly, at the heart of digital media are regular people who share, build and create—not because they are paid, but because they seek interaction on a more meaningful level.

  • CNET Review
    CNET Review - V.I.O.

    Outlet / CNET, Audience 16,863,500
    Client / V.I.O., Inc.

    In the next minute, 9 new blogs will be born, 270 new websites will launch and over 60 hours of video will be uploaded. Digital media is a new paradigm that has revolutionized the way we interact with each other and consume media. Today, for example, over 400 million people will log onto Facebook and 50 million will use Twitter, while only about 8.5 million will tune into Nightly News With Brian Williams. Digital media is constantly re-inventing itself through the mobile devices we use, the applications we build and download and the increasing speed at which information travels. And most interestingly, at the heart of digital media are regular people who share, build and create—not because they are paid, but because they seek interaction on a more meaningful level.

  • V.I.O. Contest
    V.I.O. Contest

    Social media promotions designed to drive interest, engagement and community on the brand’s Facebook fan page. Purple Orange LLC organized the promotions with partner companies then cross-promoted on blogs, other social media fan pages, and coached V.I.O. staff on managing online communities.

    In the next minute, 9 new blogs will be born, 270 new websites will launch and over 60 hours of video will be uploaded. Digital media is a new paradigm that has revolutionized the way we interact with each other and consume media. Today, for example, over 400 million people will log onto Facebook and 50 million will use Twitter, while only about 8.5 million will tune into Nightly News With Brian Williams. Digital media is constantly re-inventing itself through the mobile devices we use, the applications we build and download and the increasing speed at which information travels. And most interestingly, at the heart of digital media are regular people who share, build and create—not because they are paid, but because they seek interaction on a more meaningful level.

Experiential + Sports Marketing >

  • POW Party
    Generations TGR / POW Party

    Purple Orange LLC co-organized an industry party and film debut on behalf of Teton Gravity Research, Protect Our Winters, and The North Face at the annual ski and snowboard tradeshow, SIA. The event featured pro-athletes spreading awareness about the threat of climate change to the snow sports industry and debuted their new short film, “Generations.”

    Despite all the digital modes of communication these days, old fashion face-to-face is often still the best. Depending on your goals, we can set up a big bash VIP media party, schedule individual deskside appointments with your dream editors, or brainstorm something that helps your brand pop out of the fray at an important tradeshow. It all depends what’s best for you.

  • PROBAR Deskside
    PROBAR New York City Deskside Meetings

    Upon the launch of their new HALO Bars, Purple Orange LLC arrange a 2-day media tour through Manhattan with PROBAR’s President to personally visit with major food and health editors from Oprah to SHAPE Magazine or Men’s Journal.

    Despite all the digital modes of communication these days, old fashion face-to-face is often still the best. Depending on your goals, we can set up a big bash VIP media party, schedule individual deskside appointments with your dream editors, or brainstorm something that helps your brand pop out of the fray at an important tradeshow. It all depends what’s best for you.

  • Rollerblade
    Rollerblade - Mobile Yoga NYC Journalist Class

    When Rollerblade came to Purple Orange LLC and asked that we help promote a new yoga technique that involved inline skates, we went to NYC and organized a hands-on class with our Mobile Yoga instructor and several key journalists.

    Despite all the digital modes of communication these days, old fashion face-to-face is often still the best. Depending on your goals, we can set up a big bash VIP media party, schedule individual deskside appointments with your dream editors, or brainstorm something that helps your brand pop out of the fray at an important tradeshow. It all depends what’s best for you.

  • V.I.O.
    V.I.O. Athlete/Team Management

    With V.I.O., the product is video. Purple Orange LLC pitched the idea of managing and disseminating video content from a professional athlete/filmmaker team as a form of organic brand communication.

    Despite all the digital modes of communication these days, old fashion face-to-face is often still the best. Depending on your goals, we can set up a big bash VIP media party, schedule individual deskside appointments with your dream editors, or brainstorm something that helps your brand pop out of the fray at an important tradeshow. It all depends what’s best for you.

  • V.I.O.
    V.I.O. VIP Party

    Purple Orange organized and executed a successful media cocktail evening in the outdoor editorial hotbed of Boulder, CO in preparation for the POV.HD product launch.

    Despite all the digital modes of communication these days, old fashion face-to-face is often still the best. Depending on your goals, we can set up a big bash VIP media party, schedule individual deskside appointments with your dream editors, or brainstorm something that helps your brand pop out of the fray at an important tradeshow. It all depends what’s best for you.

Creative Development >

  • GMO
    GMO Infographic

    Purple Orange LLC compiled facts and art directed this infographic to help educate editors and consumers on the basic facts surrounding Genetically Modified Organisms. This infographic was built to communicate PROBAR’s decision to get behind Non-GMO Certification.

    An email pitch doesn’t always cut it. At Purple Orange we spend a lot of time becoming an expert on your industry, so we can distill the most important factoids into a great, persuasive story. Sometimes a story requires creative work to make it sing.

  • PROBAR Comparison
    HALO Bar Nutrition Comparison

    In the spring 2011, PROBAR released a new kind of snack bar that was neither a candy bar or energy bar, rather, it was something of both. This quick chart helped break down HALO unique positioning and health benefits.

    An email pitch doesn’t always cut it. At Purple Orange we spend a lot of time becoming an expert on your industry, so we can distill the most important factoids into a great, persuasive story. Sometimes a story requires creative work to make it sing.

  • Mobile Yoga Video
    Mobile Yoga Video Teaser

    Purple Orange LLC managed the script and video production behind this short workout tutorial to support Rollerblade’s 2010 Mobile Yoga Campaign. We felt a tutorial video was critical to effectively communicate this unique new workout.

    An email pitch doesn’t always cut it. At Purple Orange we spend a lot of time becoming an expert on your industry, so we can distill the most important factoids into a great, persuasive story. Sometimes a story requires creative work to make it sing.

  • Mobile Yoga Workout Guide
    Mobile Yoga PDF Tutorial

    Purple Orange LLC wrote and art directed this downloadable PDF document to support Rollerblade’s 2010 Mobile Yoga Campaign.

    An email pitch doesn’t always cut it. At Purple Orange we spend a lot of time becoming an expert on your industry, so we can distill the most important factoids into a great, persuasive story. Sometimes a story requires creative work to make it sing.

  • Mobile Yoga Website
    Mobile Yoga Website

    Purple Orange LLC conceived and art directed this informative website to support Rollerblade’s 2010 Mobile Yoga Campaign.

    An email pitch doesn’t always cut it. At Purple Orange we spend a lot of time becoming an expert on your industry, so we can distill the most important factoids into a great, persuasive story. Sometimes a story requires creative work to make it sing.

04 / Our Process

Our Process

We draw our expertise from a wide range of experiences
Agency Influences

05 / Our Work

5.1 Case Studies

V.I.O. POV.HD - New Product Launch

Stats

11,853,037

Online Impressions

297,260,703

Print Media Impressions

300%

Increase in Social Media following

“Purple Orange is much more than our PR agency, they are an integral partner in our brand’s success.” — Clint Slack, Marketing Director V.I.O. Inc.

Situation Analysis

In the spring of 2010, V.I.O. Inc., once the undeniable leader in the Point-of-View (POV) video revolution, was selling an outdated SD camera system with several competitors beating them to market with full 1080p HD rugged “helmet cams.” For V.I.O., the need to re-establish the brand at the cutting edge of this bourgeoning industry was critical. Success for the company hinged on a yet-to-be released new POV camera system called the POV.HD.

In one of our most innovative and multi-channel brand communication campaigns ever assembled, Purple Orange LLC executed a 1½-year campaign that built market distinction in a sea of price-point cameras. The strategy uniquely positioned the POV.HD as the professional filmmaker’s tool of choice: the proverbial upgrade for aspiring videographers.

Over the course of the product launch, Purple Orange LLC joined V.I.O. at over 9 PR-related events, recruited and promoted an A-list team of professional athletes & indie-filmmakers, and engineered key marketing partnerships, contests, and innovative video dissemination techniques that more than tripled V.I.O.’s social media following and video viewership across the web. Purple Orange additionally supported the product launch through a robust print and digital media campaign that surpassed 309 Million impressions over the course of the campaign.

Rollerblade

Stats

2,890,204

Online Impressions

8,437,106

Print Media Impressions

8500+

Video Views

“Purple Orange is an progressive partner in strategy development, nimble and fast on execution, and thorough and timely on follow-up.” — Kalinda Bogue, Marketing Director Rollerblade USA

Situation Analysis

Rollerblade® is the legendary brand that may be properly credited with starting the inline skating revolution. As a sport, inline skating reached peak popularity in the mid nineties, but then experienced decline due to a variety of reasons. Approaching 2010, Rollerblade is now a very different brand with a very different focus and target customer. Although the brand still has cult followings in niche areas such as aggressive skating and inline racing, the primary focus of the brand has emerged in fitness.

Although inline skating is proven to be as aerobically effective a running and cycling with less strain on the joints, the angle was old and Rollerblade needed fresh content. In the summer of 2009, Rollerblade began a collaboration with a certified yoga instructor to produce a new fusion routine known as “Mobile Yoga.” The routine involved practicing a new variation of yoga on inline skates by focusing on breath, balance and body awareness.

Through a multi-platform campaign targeting women’s media, engaging endemic yoga bloggers and producing supportive video and web assets, Purple Orange successfully breathed life into the new yoga hybrid: Mobile Yoga.

TGR / POW Generations

Stats

46,271,704

Online Impressions

14,369,496

Print Media Impressions

188,263

Online Video Views

“Purple Orange’s strategic insight and expertise helped us generate a ton of media buzz and engagement for our and our partners — not just in traditional media, but through social and online media as well.” — Chris Steinkamp, Executive Director POW

“Purple Orange demonstrated a real understanding of our unique audience and complex product offering; without that, any PR effort to support our brand would have been meaningless.” — Todd Jones, Co-Founder TGR

Situation Analysis

In the fall of 2009, the Pew Research Center released a new survey noting that Climate Change was ranked dead last on a list of the 20 most important issues of our time. As the economy soured and other political issues grabbed the media spotlight, Climate Change was relegated to the back of the bus due to its abstract character and public perception that action toward mitigating CO2 emissions might further constrict an already crippled economy.

In a unique partnership between The North Face, Teton Gravity Research, Clif Bar and the non-profit group Protect Our Winters, a short film was produced and distributed illuminating a new perspective on Climate Change and re-invigorating interest in the subject. The film, entitled “Generations,” focused on the affects of a warming environment upon snowfall and winter culture. For the first time, Climate Change was humanized through the eyes of children playing in the snow, ski town economies and wintersport enthusiasts all over the world claim wintersport recreation as an integral part of their identity and lifestyle.

In a multi-platform communications effort, the film and trailer combined to receive over 178,000 online views and downloads, was shown at over 240 venues, TV broadcast to over 40 million homes and 60 resorts, received 49 million online media & blog impressions and over 14 million print media impressions. Highlights included a robust film tour (that produced several awards), parties/screenings at key industry tradeshows and an opportunity to show the film to lawmakers on Capitol Hill by US Congressman Jared Polis.

06 / Our People

Our
People

Hello

We've sat on your side of the table.

As former Marketing & Sales Directors we have a pretty good idea of what you might be looking for in an agency: an outstanding work portfolio, creative approach toward problem solving, timely and diligent reporting and — perhaps most importantly — thoughtful and fun people to work with.

Bios

  • Chris Dickey
    Chris Dickey

    Title / Founder + Principal
    Purple Orange LLC

    Chris applies a liberal arts perspective to Purple Orange as a result of a diverse marketing background spanning manufacturing, publishing, and agency work. Early on, Chris served as the first Marketing and Sales Director for then-startup NEMO Equipment, then onto Alpinist Magazine in the role of Marketing and Circulation Director before finally transitioning into agency work with both Stanwood and Partners and Carmichael Lynch.

    Chris has helped some of the largest names in the outdoor and active lifestyle industry successfully execute North American brand communication campaigns including Arc’teryx Equipment, Atomic Skis, Jack Links Beef Jerky, and Rollerblade USA.

    Chris currently lives in Jackson Hole, WY where he can mountain bike at lunch and climb and ski in the Tetons year round. He is a published writer, award-winning filmmaker, and blogs whatever comes to mind at http://thoughtshaker.com.

07 / Talk to Us

Talk to Us
We'd like to hear from you.

No matter if you need a rush proposal tomorrow or just want to brainstorm on a hypothetical project next year.

Give us a shout and let us impress you.

Emailpeeltheorange@purpleorangepr.com
Phone307.413.8667
Fax307.733.0184
Office Address1155 Gregory Lane | Jackson Hole, WY | 83001
Mailing AddressPO 12011 | Jackson Hole, WY | 83002