Flock and Rally Wins IABC/SC Palmetto Award
Thursday, December 7th, 2017
Flock and Rally, the women-led integrated communications firm based in Columbia, S.C., in partnership with the S.C. African American Heritage Commission, won a 2017 Palmetto Award of Excellence from the S.C. chapter of the International Association of Business Communicators for the Green Book of South Carolina mobile travel guide: http://www.greenbookofsc.com.
The award recognizes innovation and marketing excellence for the firm’s development and promotion of the Green Book of South Carolina, the state’s first mobile travel guide to African American cultural sites across S.C. and one of the few travel apps of its type in the country. The web-based guide was launched in April 2017 and features more than 300 historical and cultural sites, including official state historic markers, districts, churches, museums, schools, HBCUs and cultural attractions.
The S.C. African American Heritage Commission hired Flock and Rally in Fall 2016 to help them develop a brand that conveyed the voice and point of view of the African American experience in South Carolina, while aligning with the modern feel of current-day tourism. The firm also was tasked with amplifying the new brand across all digital platforms and implementing an extensive public relations campaign focused on regional and national target audiences.
“We were honored to be approached by the Commission for this project,” notes Flock and Rally co-founding partner Tracie Broom. “To bring the Commission’s vision to life, we expanded our existing team to include a group of esteemed project partners, including Sherard Duvall of OTR Media, Period Three web design, graphic designer Cait Maloney, Jessica Boyd of the Gild Agency, PR professional Kaela Harmon, and more.”
The public relations campaign garnered an estimated 788,000 coverage views via 80 online press clips, plus additional TV broadcast airings, radio airings across 20+ stations nationally, and print editions, including NBC-BLK and Essence. The brand’s social media platforms, managed by the Gild Agency, showed continuous engagement of target audiences for the duration of the campaign. Governor Henry McMaster also wrote a letter of commendation to the Commission following the successful launch of the Green Book of S.C.
“The development of the mobile guide perfectly aligns with our organization’s mission to identify and promote the preservation of historic sites, structures, buildings, and culture of the African American experience in South Carolina,” says Jannie Harriot, vice chairperson of the S.C. African American Heritage Commission. “There has long been a need for a travel tool like the Green Book of South Carolina.”
“It was very important to our team that the new Green Book of South Carolina brand reflect the Commission’s vision accurately and authentically,” says Flock and Rally co-founding partner Debi Schadel. “We are thankful to all of our project partners for fulfilling that vision so skillfully.”
The IABC/SC Palmetto Awards showcase excellence in communications projects and campaigns, digital communications, social media work, and other collateral material. IABC/SC links organizational, business communicators to a global network of communication professionals that develop, establish and adhere to the highest professional standards of quality and innovation in organizational/business communication. For more information, visit http://sc.iabc.com.
At the 2016 IABC/SC Palmetto Awards, Flock and Rally won both the “Star of the Show” prize and an “Award of Excellence” in the category of Marketing Communications for the agency’s Famously Hot New Year 2015 campaign. Learn more about Flock and Rally at http://www.flockandrally.com.