Corporate responsibility has never been more important. Due to the public health emergency and shelter-in-place orders resulting from the COVID-19 pandemic, DoorDash’s last-mile logistics platform became an essential service, facilitating deliveries of meals and providing a lifeline for restaurants. The DoorDash team wanted to build awareness and expand the reach of the many programs and initiatives serving customers, restaurants and Dashers on the DoorDash platform.

 

DoorDash’s mission is to help grow and empower local economies. Not only does their platform help support commerce for local merchants, it also provides economic opportunities for Dashers (the drivers who use the platform). And although there were many websites, blog posts, and press clips describing DoorDash’s mission and impact, there was no single means to access information about the many ways DoorDash was impacting local economies. Big was asked to help DoorDash digitally tell this story.

The issue? That’s a lot of data to comb through. A lot, lot. So how do you communicate all of this data, program information and testimonials without losing the user? You create a site that allows visitors to immediately self-select the most meaningful information to them. So any user, from local restaurants to policy advocates to interested citizens, can quickly see how DoorDash is impacting the individuals, businesses, and economies in their own backyard.

In addition to a trove of sortable and visualized data in both interactive maps and dynamic infographics, the site features video testimonials of local restaurants that have benefited from their partnership with DoorDash. The site is also filled with clear calls-to-action to stay informed and expand the reach of DoorDash’s continued industry leadership in corporate citizenship.

Many companies sell motor oil. But only one brand truly defines it. And Valvoline has been defining the category since 1866. Fact: Valvoline was America’s first motor oil brand. Like, ever. And that status, as the originator of a whole category, means Valvoline isn’t merely another motor oil. It’s an American icon.

But being an original isn’t just about being first. It’s about being true. Blazing a trail where others see an obstacle. It’s fearing nothing, and yet having the courage to do something that has never been done. Then doing it over and over and over. That’s what we had to remind consumers, DIYers, race fans, brand collaborators, and anyone who was paying attention. Being original is what matters. And that’s just as much true now as it was 150 years ago.

Launched in February 2020, the Apple-backed Ed Farm provides technical and coding education for Birmingham’s most disadvantaged students. Big not only created the Ed Farm brand — with visually appealing three-dimensional iconography and vibrant gradients embodying transition and change — but also planned and executed an event featuring Apple CEO Tim Cook to publicly launch it in a way that earned media attention, excited the community, and embraced the future of technology throughout Birmingham. For its collective efforts — and due to the successes Ed Farm has experienced since launch — Big was named a national 2020 PR NEWS Platinum PR Award winner in the Community Relations category.

Apple CEO Tim Cook at the reveal of the Ed Farm Brand.

After an extremely successful campaign promoting the women’s services of Birmingham’s Brookwood Medical Center (Also known as #ichooseb) through TV, print and digital ads, and social components, we were approached by their parent company, Tenet Healthcare, about executing a similar campaign—only this time on a national scale.

In order to advertise the Labor & Delivery services for more than 60 different hospitals in dozens of diverse markets across the US, Tenet needed a smart, scalable solution that was both effective and cost-efficient. Finding the threshold between creativity and compromise was a must. We asked ourselves: How could we gain greater efficiency on production costs while still being able to effectively target our audience digitally through pre-roll?

We turned a question into an answer. Our solution was to execute a modular, customizable campaign kit that we could specifically version to fit the various markets. For us, the first step was research: understanding each hospital’s audience, position in the market, and tangible benefits allowed us to formulate an efficient plan for creating television, digital ads, and social content that could be easily tailored to fit every individual organization. After gathering intelligence from each hospital and market, we partnered with research organizations to thoroughly test messaging, hashtags, and creative concepts via online forums and live video focus groups comprised of our various target audiences.

Our primary message vector was the idea of “Ask Your Friends” for facilities where the hospital OB line was established, already competing in the space, and where doctors would support a positive reaction should a consumer literally “ask their friends.” We also created additional message vectors, “Every Story Has A Beginning” and “You Have Questions. We Have Answers” to test in hospitals with newly-established OB services or who were in competition with OB providers close to them with well-known doctors. Based on messaging results and creative feedback, we solidified our creative concepts by casting a mix of talent featuring various ethnicities appropriate to each market and made sure we covered every variable benefit for each hospital. Once it came time to produce the actual assets, execution of the customized TV/pre-roll and digital was a breeze thanks to all the groundwork we laid ahead of time.

The result has been universally praised throughout the Tenet organization, as well as in the individual hospitals having also benefited. In return, it’s allowed us to add additional medical service lines on a national scale, work with 65 individual hospitals across 30 markets, and grow Big’s footprint in the healthcare industry.

Photos by Hal Yeager, Governor’s Office

In September of 2017, Alabama was one of only six states in the U.S. without statewide ridesharing legislation. Ridesharing giant Lyft wasn’t satisfied with “almost,” though, so they enlisted Big’s proven public affairs team to put the pedal to the metal here in the Heart of Dixie.

It wasn’t as simple as putting butts in car seats, though; this plan had to pass the Alabama State Senate and House, where a similar bill had just failed. So we aligned with Lyft and Montgomery-based lobbyist firm Fine Geddie & Associates to create a statewide coalition of third parties to educate legislators and the public on the many benefits of a statewide ridesharing network. The ultimate goal? Present a bill during the January 2018 Alabama Legislative Session and get it all the way passed.

To start, the coalition needed a name, an online presence, and a digital community. “Ride For Alabama” was born, launched, and galvanized all in a matter of weeks, including a Big-designed coalition website, an educational video, various social assets, and a complementary one-sheeter that was distributed to both House and Senate members prior to voting. Additionally, we put together a media tour and a coalition kickoff event (featuring a key address from Governor Kay Ivey herself) to generate coverage and introduce ridesharing representatives to influential reporters. The result? More than eight million media impressions statewide—and a very big win for the Ridesharing Bill.

According to the testimony of John Horton, public affairs representative at Lyft, we passed their challenge with flying (or maybe driving?) colors: “This bill was previously attempted to be run in Alabama the previous legislative session. It failed. It did not make it to the Senate. Once we hired Big, we were able to file the bill, pass it out of both chambers—28-0 in the Senate, 97-3 in the House—and signed on the Governor’s desk within 11 days, which is a new record for us as a company as far as how quickly we are able to move legislation through a state capital.”

In fact, Lyft was so pleased with our work here at home that they brought us on board to get a statewide ridesharing bill passed in our neighboring state of Louisiana. And we have to say, after the big win in Alabama, we like our chances.

In September 2017, Amazon announced it was in search of a second headquarters, setting off a frenzy among cities hoping to capture the tech giant’s gaze. The appeals for attention ranged from off-the-wall to more mundane, and right here in Birmingham, a group of economic development leaders tasked Big with crafting the city’s own response. Big envisioned a campaign that would not only work to attract Amazon with its creativity, but one that would mobilize our entire city behind it, both on and offline. And so the BringAtoB campaign was born.

We had to ensure the launch of BringAtoB caused a splash—a big one. The core idea from our chief creative officer, Ford Wiles, was simple but bold: Place a series of giant Amazon replica boxes in prominent spots throughout the city.

To give that unveiling a jolt of media presence, our PR team organized a press conference at Railroad Park, where city and county elected officials and business leaders, flanked by one of the giant replica boxes, announced Birmingham’s intention to go full-tilt at Amazon’s RFP.

With media relations in place, we turned our creative focus to a modern, social-driven component to help bolster the campaign. Utilizing Big web developer and technology DIYer Robert Brodrecht, Big assembled two oversized Amazon dash buttons for installation in key, high-traffic areas of the city. Passersby could then “press” the buttons, initiating one of hundreds of pre-generated tweets from the BringAtoB account. The tweets, speaking directly to Amazon, contained reasons why the tech giant should consider the city for its second HQ.

In addition to Twitter, Facebook and Instagram accounts were also created, helping to popularize the #BringAtoB hashtag. To give the campaign a community element, locals were encouraged to use the hashtag and give their own reasons for why Birmingham should be considered. Through the duration of the campaign, the three social media accounts attracted over 4,600 followers, 874,000 impressions, and nearly 2,500 uses of the #BringAtoB hashtag.

And of course PR played perhaps the most significant role. The unconventional elements of this campaign naturally drew a lot of attention and struck a chord with a national media that was growing weary of Amazon news and gimmicks. This BringAtoB campaign was unique enough to cut through the noise, receiving mentions via USA Today, NPR, Seattle Times, Washingtonian and Good Morning America, among countless others. In all, an astounding 802 million media impressions were generated via print, online and broadcast media throughout the U.S. and abroad.

The campaign was so successful that it took us from the bottom of the considered set list to the the top of everyone’s most talked about list. And more importantly, the campaign helped Birmingham land an Amazon fulfillment center, which for the city and the state, is a huge win. One that results in jobs, new opportunities and progress – all boxed up and delivered on Birmingham’s doorstep.

On April 27, 2011, an EF4 tornado hit Tuscaloosa and neighboring cities, leaving a trail of catastrophic damage in its wake. One year later, Alabama’s resident athletic ambassador assembled a team of local and celebrity riders to raise funds for those still in recovery.

Bo Bikes Bama | BIG Communications
Bo Bikes Bama | BIG Communications

“Homeward” is not simply an informational resource; it is a rally cry, and an inspirational reminder that homeownership is a very real destination for us all.

Homeward Birmingham | BIG Communications
Homeward Birmingham | BIG Communications

Go Build Alabama has been building a presence in the Yellowhammer State for a few years now. But we couldn’t sit around and wait for interested students to come to us—we had to bring the message to them.

Go Build Alabama | BIG Communications
Go Build Alabama | BIG Communications
Go Build Alabama | BIG Communications
Go Build Alabama | BIG Communications

What BLOX does is quite grandiose—producing pre-fab medical units for efficient and smart hospital construction—so condensing their business model into an iPad app was a bit of a challenge. Thankfully, we had a lot of cool stuff to show off.

BLOX | BIG Communications
BLOX | BIG Communications