Campaign

Inner Explorer

 1024 819 Michael Kraabel

Developed a targeted media campaign focused on travelers seeking a more active vacation experience in a tropical environment – highlighted by real-world adventures.

We are Dominica

Dominica is beauty unspoiled. Culture preserved—a diver’s dream and hiker’s paradise.

Dominica is the trailhead to adventure and discovery, unlike any other Caribbean
destination.

Dominica features volcanic peaks, boiling waters, and underwater champagne springs.

Sparkling waterfalls, rushing streams, and rainforest canopies. On Dominica, we
celebrate music, art, and flowers.

We call ourselves The Nature Island. Not just because we believe it but because we have earned it. And once you step foot on our shores, you’ll forever be transformed.

We’re inviting you to discover your inner explorer.

Challenge

Dominica is unlike her neighboring islands. She does not have mega-resorts, white sandy beaches, late-night discos, and adult entertainment.  She is a calm, natural paradise suited only for those with a sense of adventure.  While most people look to the Caribbean for a relaxing vacation, we were challenged to develop a campaign that would appeal to those with a more active experience in mind.

Solution

We wanted to showcase the Commonwealth of Dominica’s distinct allure: its rugged landscapes, rich cultural heritage, and diverse ecological wonders. This campaign needed to transcend conventional Caribbean tourism tropes, highlighting Dominica’s appeal to those who crave adventure, cultural immersion, and ecological exploration. The goal was to connect with individuals who value authenticity over luxury, and who are eager to explore the road less traveled.

Discover Adventure

Discovering Your Inner Explorer means leaving the chaos of the world behind and
renewing your sense of adventure.

Come hike our mountains, explore our beaches, and discover what it feels like to get
back to nature again and what it feels like to find your sense of place.

Drink in the fresh air.
Feel the smooth sand beneath your feet.
Stand in amazement at the natural wonders of the world.
Recharge your body and mind.
Change your perspective on life.

Uniquely Natural. Naturally Unique.

A rich tapestry of lush rain forests, rivers and waterfalls, with volcanic wonders on land and under the sea. The people of Dominica welcome you to share the beauty and tranquility of “Nature’s Island.”

To discover the rich culture of the people. An enriching Eco tourism experience. The physical challenge of extreme adventure. Or the serenity of a secluded spa retreat. When you discover Dominica, you discover yourself – and a Caribbean experience like no other.

We invited explorers to come to experience the true wonders of nature. Hike from the tips of the water’s edge to the highest peak on the island and declare their renewed love of life. Challenge their bodies, minds, and spirits to let go of the outside world and allow themselves to be transformed.

We used film and photography assets from a group of travel influences who were invited down to participate in the Dominica Film Challenge. We tagged the original travelers in both digital and print media, allowing prospective adventurers the opportunity to research and investigate the real people behind the photographs and the experiences. Primary photography by Sarah Lee and Alison Teal – an adventure travel team from Hawaii and Southern California.

3D Systems – Medical

 1024 683 Michael Kraabel

Worked closely with 3D Systems Medical Divison to develop a campaign to support their field marketing, tradeshow, and lead generation programs.

United Heath Group

 1024 682 Michael Kraabel

Responsible for developing a brand, campaign, and digital platform for aging populations looking to learn more about Medicare options from UHG.

The Challenge

Medicare, a crucial aspect of healthcare for retirees, often presents a complex landscape for those nearing retirement. Navigating its intricate rules and multiple parts, including Part A for hospital insurance, Part B for medical insurance, and Part D for prescription drug coverage, can be a daunting task. While Part C (Medicare Advantage Plans) offers an alternative, understanding the nuances of each plan and how they compare to traditional Medicare adds another layer of complexity.

Compounding this challenge is the scarcity of clear, comprehensive resources that can guide retirees through the Medicare maze. This often leaves many grappling with decisions about coverage options, enrollment periods, and potential penalties without a solid grasp of the implications for their health and finances.

The Solution

Recognizing the complexity of Medicare, I led the effort with United Health Group to launch an initiative called “Medicare Made Clear” to demystify the choices surrounding this vital healthcare program for retirees. This comprehensive campaign was designed to bring clarity and ease into understanding Medicare.

It encompassed a range of easily accessible resources, including informative print materials, engaging explainer videos, and a centralized digital platform. This platform served as a hub of knowledge, offering a wealth of information through a series of question-and-answer segments, interactive video modules, and targeted email messages.

Additionally, it featured a variety of topical articles, each tailored to address specific aspects and common queries about Medicare. This multifaceted approach aimed to empower individuals approaching retirement with the knowledge and confidence to navigate their Medicare options effectively.

Realtors

 1024 576 Michael Kraabel

Directed a series of branded spots to highlight the value of hiring a REALTOR to help you with your home transaction.

Kerr Dental

 1024 576 Michael Kraabel

Kerr Dental was looking for a campaign to celebrate their 125 year anniversary. This project was designed to reach out to the dental industry and engage them on a more personal level.

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Stratasys

 1024 683 Michael Kraabel

After extensive research and a global rebranding project, I was commissioned to develop a brand anthem to help introduce the newly combined company to the world.

3D Systems

 1024 683 Michael Kraabel

Guided 3D Systems through the complicated landscape of digital lead generation for their On Demand and printer sales divisions.

3D Systems Overview

3D Systems On Demand Manufacturing is a service provided by 3D Systems, a company specializing in 3D printing technologies. This service offers custom manufacturing solutions using 3D printing and traditional manufacturing methods.

It caters to various industries, including aerospace, automotive, healthcare, and consumer goods. The service enables clients to produce prototypes, end-use parts, and production runs with a range of materials and finishes.

 

The Campaign

We developed an extensive asset library to use as part of this campaign, including photo and video assets, downloadable case studies, printing guides, and high value training tutorials for prospective customers.  In addition to digital lead tracking, each digital landing page and printed component utilized phone lead tracking, as well, allowing us to know exactly which publications and messages resonated best with the prospective customers.

The Details

The marketing program for 3D Systems’ On Demand Manufacturing (ODM) division is a comprehensive blend of traditional and digital strategies,  designed to maximize market reach and customer engagement. This program is structured in several key components:

Extensive Data Mapping: This involves in-depth analysis and segmentation of the market. Using advanced analytics, the program identifies potential customers in industries like aerospace, automotive, healthcare, and consumer products. It maps out customer profiles, preferences, and purchasing behaviors, providing a solid foundation for targeted marketing efforts.

Geofencing of Key Customers: Utilizing geofencing technology, the program targets key customers by setting virtual perimeters around specific geographic areas, such as industry hubs or competitor locations. When potential customers within these sectors use digital devices, they receive tailored advertising messages, enhancing the likelihood of engagement.

Programmatic Media Buying: This aspect leverages automated platforms to purchase digital advertising space. By using real-time data, the program efficiently targets ads to specific audiences across various online channels, ensuring optimal ad placement and timing for maximum impact.

Industry Publications Purchases: The program invests in advertising and content placement in leading industry publications. This traditional approach ensures brand visibility and thought leadership within the industry, reaching a professional audience through trusted sources.

Lead Scoring and Tracking: Prospective clients are scored based on their engagement and potential value. This system prioritizes leads, allowing the sales team to focus on the most promising prospects. Lead tracking tools monitor the progress of these leads through the sales funnel, providing insights into customer behavior and the effectiveness of marketing strategies.

Detailed Lead Tracking Metrics: The program employs advanced metrics to track leads, analyzing data like source attribution, engagement levels, conversion rates, and customer lifecycle stages. This data is crucial for refining marketing strategies, optimizing resource allocation, and improving overall ROI.

Build MN

 1024 576 Michael Kraabel

Developed a strategy and brand to recruit more people into the construction trades. Today more than ever, America needs men and women who will build. The current labor shortage in the building trades is projected to grow, which means those who join the trades will be paid more, receive more benefits and enjoy better lifestyles than at any other time in history.

Challenge + Strategy

We partnered with BATC – a local building association – to develop a long-term strategy and campaign to recruit more young men and women into the construction trades.  The strategy was focused on highlighting the potential for career and skill growth with young men and women who wanted more freedom and independence in their job choices.

Brand Creative

We developed a brand that would resonate with the audience and show a sense of pride in their choice.  The Build MN brand was designed to showcase how by being a part of the trades, you’re giving back to the community you’re part of. We focused on the team aspects of construction crews and how bonds are formed in these units.  The website, social media, and event outreach was all focused on highlighting the data that most of these young people didn’t know about the construction trades.

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Dominica Challenge

 1024 683 Michael Kraabel

Rebranding a hidden Caribbean travel destination to the adventure- and experience-seeking millennial market.

The Origins

The inception of the Dominica Film Challenge marked a pivotal moment in the promotion and awareness of Dominica as a unique Caribbean destination. The concept was devised for the Discover Dominica Authority with two primary objectives: to significantly raise awareness about the island and to rejuvenate its image library with high-quality, professional content for advertising and promotional purposes.

This innovative approach focused on engaging a select group of influential content creators, inviting them to capture the essence of Dominica through their lenses. The idea was not just about creating a standard marketing campaign; it was about storytelling, showcasing the island through diverse, creative perspectives that would resonate with a global audience.

The event, held for two consecutive years, surpassed all expectations. It transformed into an award-winning global phenomenon, generating awareness and content that far exceeded even the most optimistic forecasts. The success of the Dominica Film Challenge was a testament to the power of creative collaboration and innovative marketing strategies in the digital age.

My personal journey to Dominica, undertaken as a solo adventure, played a crucial role in shaping the direction of this campaign. Representing Bolin Marketing, the North American Agency of Record for the Discover Dominica Tourism Authority, I experienced firsthand the raw, untamed beauty of Dominica. It was an adventurer’s paradise, starkly different from the typical Caribbean offerings focused on leisurely beach holidays.

Up until that point, Dominica’s marketing efforts were aligned with competing against more established Caribbean destinations, emphasizing similar themes of relaxation and beachside leisure. However, the true essence of Dominica was its uncharted, rugged landscape – a haven for explorers and adventure-seekers. It became clear that the island’s potential as a destination for exploration and adventure needed to be highlighted to attract travelers like myself, who yearned for more than the traditional Caribbean holiday experience.

The Dominica Film Challenge, therefore, emerged not just as a marketing campaign, but as a movement to redefine and reintroduce Dominica to the world. It was about unearthing the hidden gems of the island and presenting a narrative that appealed to those seeking a unique, off-the-beaten-path adventure. The challenge successfully put Dominica on the map as a must-visit destination for adventurers and explorers, altering perceptions and inviting the world to experience the island’s unspoiled natural beauty.

The Challenge

The “Dominica Film Challenge” is an annual event designed to showcase the natural beauty and cultural richness of Dominica, an island in the Caribbean. This creative endeavor invites filmmakers, photographers, and storytellers from around the world to capture the essence of Dominica through their unique lenses.

Participants are given a week to explore the island, known for its lush rainforests, vibrant underwater environments, and diverse local communities. They create short films, photo essays, or other multimedia pieces that highlight Dominica’s landscapes, wildlife, and cultural practices, like music, dance, and traditional crafts.

The challenge culminates in a public showcase where these works are displayed, celebrating the island’s allure and the talent of the participants. The event aims not only to promote tourism but also to foster a deeper understanding and appreciation of Dominica’s ecological and cultural treasures.

The Results

Visibility and impact:

Over 62 million online impressions  in the first year (well over 100 million in two years)

Google searches up 49%

150% increase in organic search to the DMO tourism website

5% increase in overall traffic to the tourism website

75% growth in social communities

Follow on feature stories in Wall Street Journal, Backpacker magazine and LIAT’s inflight  magazine, Zing!

Content/Image library refresh:

Thousands of pieces of new high quality content

A dozen  examples of engaging film content that sells the destination

Two dozen new source market ambassadors

Dominica

 1024 683 Michael Kraabel

In the aftermath of hurricane Erika, the Commonwealth of Dominica was looking to attract adventure-seeking travelers for their next vacation. Covered with lush tropical jungle, volcanic peaks, and dotted with rivers and waterfalls, Dominica offers a much different island experience. My team developed the “Seeking Adventurers” campaign to target active travelers looking for a unique experience.

The Campaign

The “Seeking Adventurers” campaign is a dynamic and innovative initiative launched with the Caribbean island of Dominica, aimed at attracting travelers who crave exploration and adventure. The campaign highlights Dominica’s unique offerings, distinct from typical beach-focused Caribbean destinations.

Central to the campaign is Dominica’s rugged and pristine natural environment. The island, often referred to as the “Nature Isle,” boasts lush rainforests, dramatic volcanic landscapes, and a rich array of wildlife. The campaign emphasizes activities like hiking through the UNESCO-listed Morne Trois Pitons National Park, exploring the Boiling Lake, diving in Champagne Reef’s bubbly waters, and encountering the island’s rich marine life.

Cultural immersion is also a key component. The campaign invites adventurers to engage with the island’s rich cultural heritage, including its indigenous Kalinago community, and to experience local traditions, music, and cuisine.

Media Outreach

The “Seeking Adventurers” campaign is promoted through various digital platforms, social media, travel partnerships, and interactive events, targeting eco-conscious travelers and adventure-seekers worldwide. This strategic approach aims not just to boost tourism, but also to foster sustainable travel practices in alignment with Dominica’s commitment to environmental conservation and cultural preservation.

The campaign was directly tied to post-hurricane recovery, as tourism quickly rebounded, bringing much needed income and jobs to the island.

Creative Partnerships

For the Seeking Adventurers Campaign we were able to use an extensive library of photo and film content gathered during the Dominica Film Challenge Events I produced. We had a vast library to pull from that showcased the raw adventure that awaited potential visitors.

Authentic Adventures

By featuring real imagery captured by adventurers who had previously visited the island, it gave the campaign a sense of honesty and transparency.  The campaign landing page featured a variety of itineraries people could select from, including places to stay, ways to get to Dominica, and first-hand testimonials from previous travelers.