Last night, Mindgrub received two accolades at the 34th annual American Marketing Association of Baltimore’s Marketing Excellence (MX) Awards. The MX Awards celebrate local marketing teams and recognize their outstanding marketing campaigns across 17 categories.
Royal Farms’ Chickenpalooza
For our work with Royal Farms, Mindgrub was awarded 2nd Runner-Up in the Campaign of the Year category.
In 2018, after witnessing the success of competitor Wawa’s Hoagiefest, Royal Farms decided to create their own summer promotion centered around their much-loved fried chicken. As one of its core values is positive corporate citizenship, Royal Farms also wanted to incorporate charitable giving into the campaign. The team started with the chicken logo, which was reminiscent of the white chicken mailboxes at every Royal Farms location and the chicken suits that employees don to celebrate new store openings. During the two-month campaign, Royal Farms saw a significant increase in online engagement, as many took to social media to share pictures of themselves wearing Chicken Palooza t-shirts or holding other items featuring the whimsical chicken.
Sales of Royal Farms’ famous chicken doubled over the course of the promotion. Royal Farms selected Johns Hopkins Children’s Center to receive a portion of the sale of each $5 box, which amounted to a donation of $100,000.
While the relationship began with a mobile app build, Mindgrub has since worked with Royal Farms on numerous branding and development initiatives. The relationship has evolved into a long-term partnership, and Mindgrub continues to support Royal Farms on an ongoing basis.
University of Maryland’s Smart City Survey
Mindgrub was also named the winner of the Market Research category for surveying work conducted with the University of Maryland.
The University of Maryland at College Park, in partnership with other Baltimore-area universities, technology providers, government leaders, and community organizations, sought to understand how investing in smart city technology could improve the lives of residents in the city’s underserved areas.
The challenge UMD and their partners faced was around accessing data sources. More specifically, the team faced a challenge with creating and distributing a survey to people in low-income neighborhoods. To be successful, Mindgrub needed to gain access to the desired audience, explain the purpose of the survey, minimize survey fatigue, and acquire a statistically significant number of responses.
To meet the target audience, Mindgrub selected surveying locations in high-traffic areas within the affected neighborhoods where a representative cross-section of residents could be found during the day. To explain the purpose of the survey, Mindgrub worked with the Bmore Group to educate in-person survey representatives, who would be stationed at the predetermined locations to administer the survey and answer follow-up questions.
The surveying initiative was incredibly successful, and in tandem with focus groups, uncovered seven areas of concern, eight issues with technology access and use, and 14 new public wifi solutions.
The findings from this study were then used as a foundation for the first-ever “Inclusive Digital Transformation Strategic Plan” in Baltimore City. This five-year plan informs the public/private partnership that is the Baltimore City Smart City Committee, an organizing body that reflects the diversity of the survey team. Members include educational institutions, community members, government employees, and business community members.
Mindgrub would like to extend a heartfelt congratulations to everyone involved for their hard work and dedication to making each of these projects a success. To learn more about AMA Baltimore, visit www.amabaltimore.org.