JohnstonWells PR
Even the folk art on display at JohnstonWells demonstrates the importance that the company places on tenacity. At least the “Intrepid” row boat getting eaten by the Great White gives a whimsical nod to pressing on in the face of adversity. The old-seed-factory-turned-PR-shop filled with similarly impressive folk art also happens to be the first PR shop I’ve encountered on my journey that has a mascot.
OK, it’s the first PR shop I’ve encountered in my career that has a mascot.
Turns out, the hedgehog is well-known for its tenacity. And if you ask to pet the giant hedgehog/parade float sitting in the lobby, they’ll let you. Which is probably much easier than petting the real hedgehogs that used to populate the office over its 38-year history. While they’ve all been named “Homer” they haven’t all been cut out for PR. The last one was sent to a third grade class. He’s much happier being handled by small excited children that putting up with PR handlers.
Not only was this the first “PR Mascot” that I’ve met, but it’s also the first official “PR company tour” I’ve been on. As part of a growing trend in this tight market, JohnstonWells hosts monthly “job sessions” where those interested in a career with the company or who are just interested in learning about the local PR scene, can pop in and get to know the agency and in the process gleam some ideas for augmenting their local job hunt.
“We started doing this because it gave us a chance to put a face to a resume,” explained Breanna Deidel, Senior Associate at JohnstonWells and our tour guide for the afternoon. “it’s turned into a great way to not only meet potential employees, but also contractors and even potential future clients.”
A self-described “generalist” firm, the creative energy that is on display throughout the funky shop in both its art and its hedgehogs, also translates to some killer work.
Recently, the company was charged with helping Good Will Denver celebrate its 90th Anniversary. And it took a viral/grassroots approach that grabbed the attention of this mile-high city, even leading to the mayor publicly commenting that it was one of the best campaigns he’s ever seen.
A viral video launched the program, where the company featured the back of an elderly man going about his day, helping kids, the hungry…generally being a good community citizen. From there, the city was consumed with the question “Who is Will?” From breakdancers wearing “Will” shirts and random birthday cake deliveries to top businesses in the area stating “Happy Birthday, Will!” to a billboard campaign and finally a big “reveal” event at the Governor’s Mansion. The website alone for the campaign saw more than 20,000 unique visitors in three months.
I think Denver knows who “Will” is now.
“At first this idea was out of the comfort zone for our client,” explained Deidel, “but at the end of the day they trusted us and the organization was thrilled with the results.”
It’s the kind of creative results like “Good Will” that has many at JohnstonWells convinced that more companies are turning to PR for getting out the word than more traditional marketing measures.
“I can buy an ad in 5280 tomorrow with my face stating ‘Breanna Is Awesome’,” Deidel added, “but it doesn’t mean I am. Today’s consumers are less trusting of advertising.”
And it’s not just Deidel’s bias for PR that leads her to such statements about advertising. According to Eric Qualman’s Socialnomics, only 14 percent of consumers trust advertising. While 78 percent trust peer recommendations. Social media alone has taken over much of our life, even now officially beating out porn as the number one activity on the web.
One thing is clear, Deidel and the other PR pros at JohnstonWells aren’t waiting around for someone else to prove to them that creative, viral, social marketing communications works. They’re too busy putting them to the test and cranking out award-winning results for their clients.
