Flightpath is a digital marketing agency based in NYC. They help organizations of all sizes navigate the complexity of today’s digital world to achieve results.
About
Our work targets both consumer and B2B audiences in the interest of building awareness, lead generation, customer acquisition and purchase continuity.
Our strength lies in an ever-evolving set of core competencies nimbly combined and refined into a custom solution for our clients and their brands.
Digital Strategy
Social Media
Digital Marketing
UX/Web Design
Paid Media
Search
Email
AkzoNobel is a leading global paints and coatings company active in more than 150 countries. They have a compelling story to tell, with a powerful brand voice – a voice that must carry across all their product lines, with variants that can resonate depending on the audience.
The Opportunity
They challenged Flightpath to devise and implement a global social and digital strategy and execution plan targeted to a variety of consumer (B2C) and professional (B2C) constituencies. Our main objectives are to build brand awareness, introduce new products, generate leads, acquire new customers, and maximize purchase continuity.
The Solve
Push brand interactions and generate actionable new business leads via brand/use-case specific social content and ads in conjunction with a targeted paid search campaign.
How and Why
To reach a broad spectrum of audiences around the world, our social platforms of choice include:
We produce and deploy a broad array of dynamic social content that follows three tracks:
Our social content is amplified by a targeted B2B and B2C paid social media campaign and paired with a paid search effort that works to target those that have expressed some purchase intent. Flightpath partners closely with AkzoNobel’s PR and Creative agencies to ensure all brand communications are in harmony and reinforce one another.
Results
Client: AkzoNobel
Industry: Retail
Sector Expertise: Specialty Retail
The Opportunity:
ConvaTec is a leading global company focused on wound and skin care, ostomy care, and healthcare solutions for other chronic conditions. Their products and technologies service business imperatives in more than 80 different countries. Their digital communications connect healthcare providers and patients at all stages of their healthcare journey.
Since 2012, Flightpath and ConvaTec have partnered on a broad number of campaigns to generate brand awareness, introduce new products, acquire new customers, and build brand loyalty.
The Solve:
ConvaTec focuses on products and technologies that improve patients’ lives with chronic conditions. To help them achieve this goal, we provide a suite of services that focus on:
How and Why:
The core of our efforts is a long-running paid-search-powered product sampling campaign that targets new customers with a goal of introducing ConvaTec’s products and converting patients into long-term customers. Our highly optimized paid search ads combine with high-converting landing pages and close communication with ConvaTec’s internal lead scoring team to achieve outstanding results year after year.
Over time, our efforts to reach patients and health care providers on behalf of ConvaTec and its global subsidiaries have expanded to include:
Results:
Client: ConvaTec
Industry: Healthcare
Sector Expertise: Medical Technology
The Opportunity
Organicgirl is a fast-growing company offering a diverse line of premium quality greens and salads packed with unmatched taste, super nutrition, and a whole lot of love. With a mission to create new, fresh ideas for great-tasting food, Organicgirl has successfully captured a market of health-conscious consumers through its engaging brand voice. To date, this success has garnered an unprecedented level of consumer loyalty and engagement.
Organicgirl turned to Flightpath to help them continue to acquire new customers and build stronger relationships with its current customer base via a range of digital channels.
The Solve
Over 4+ plus years, Flightpath has collaborated with the organicgirl team and their partner agencies on three primary sets of initiatives:
How and Why
To grow the organicgirl customer base and inspire brand loyalty, it all starts with a clear understanding of who the buyer is – skewing female, avid exercisers, lifestyle transformers, with a higher household income. We’ve used online surveys and polls to learn more their concerns and interests and leveraged that intel to generate content and digital experiences that genuinely move the needle.
A website redesign introduced streamlined navigation, a bold color palette and design sensibility, and a warm, friendly brand voice. This work effort also improved site performance and search engine visibility, eased site administration and effectively integrated social channels and content.
An overhaul to the organicgirl email infrastructure has yielded a fast-growing list of engaged subscribers that respond positively to our content, recipes and offers.
An ongoing series of lifestyle-oriented contests and sweepstakes have created brand awareness, highlighted new products, and grown our database for remarketing purposes.
Client: Organicgirl
Industry: Food & Beverage
Sector Expertise: Organic & Natural Food
The Opportunity:
Newman’s Own, Inc. (NOI) is a consumer-packaged goods company offering great tasting, high-quality food, and beverage products. Founded in 1982 by Oscar‐winning actor, director, and championship race car driver Paul Newman. NOI’s parent company, Newman’s Own Foundation, was funded in 2005 with a clear mission of sustaining Newman’s philanthropic work by donating all profits. As of June 2015, the foundation has awarded over $550 million to countless charities worldwide.
Newman’s Own has a unique vision regarding its brand identity. With a clear gap between Newman’s Own and Newman’s Own Foundation, we discovered the opportunity to improve brand identity and visibility. Our main objectives included increasing brand awareness and driving traffic for lead generation.
The Solve:
Create and launch two new forward-facing websites for Newman’s Own Inc. and Newman’s Own Foundation, establishing a cohesive, seamless extension where products can be purchased. Our goal was to help translate the correct story into the new site with the following objectives:
How and Why:
We conducted a site audit and a complete redesign of their current website content to correctly identify content gaps and areas of emphasis. Our strategy was to accommodate prospective and current consumers that are interested in mission-driven companies, to each prospective site.
To help deliver the brand’s story and improve lead gen we developed a content plan and site structure that could prominently include videos and other multimedia resources. We created engaging visual storytelling, to communicate and explain the foundation’s mission, work, and impact via:
Client: Newman’s Own
Industry: Food & Beverage
Sector Expertise: Packaged Food
Based in NYC, Flightpath recently announced that they are proud to launch a redesigned website for their client, the Arc Westchester. Built around the client’s core values, innovative programs and services, the website is aiming to serve better information for the visitors.
The Arc Westchester supports children, teens and adults with intellectual and developmental disabilities, including individuals on the autism spectrum, and their families. The Arc Westchester now showcases how the innovative programs and services that are offered by them support individuals with intellectual and developmental disabilities (I/DD) as they work to achieve those goals.
What the Redesigned Website Offers
The website that has been redesigned by Flightpath offers a comprehensive online resource for families to learn more about programs and services that can enrich the lives of their loved ones. This site can also serve as a tool for self-advocates to learn more about the opportunities available to them through The Arc Westchester.
The Arc Westchester website visitors can now easily visit the new website as an educational resource and as a tool for connecting to valuable programs and services. So that it can make an impact and enhance the well-being of those the Arc Westchester supports.
Client: Arc Westchester
Industry: Education
Sector Expertise: Special Education Schools
New York-based agency Flightpath helped Goya Foods – an old, family company to create a remarkable digital image.
Goya, the largest Hispanic-owned food company in the United States, sought new ways to drive volume and increase share gains. A 15-year partnership gave Flightpath the insight and perspective to help them continue their evolution.
Flightpath responded with a plan to leverage the brand’s existing digital presence to lead the effort and achieve specific, realistic and measurable goals:
Catching Up With The Digital Age
Goya needed a digital movement big enough and creative enough to encompass an entire legacy of food, family, and culture. Flightpath challenged themselves to develop and deploy a cross-functional and cross-platform presence just as diverse as the brand itself.
The end result is a dynamic, multi-faceted initiative that tells the Goya story in a fashion that’s rich, fun, informative and engaging.
The Goya Experience
The culture of food and family is meant to be shared. When Flightpath dove deep into the Goya heritage, they found true emotional currency not just in the rich culinary traditions but also in the desire to share these traditions with the world.
The agency built a comprehensive online recipe catalog to drive social sharing, repeat website visits and encourage product sampling. Images of delicious delicacies cater to digital appetites, and quick and easy recipes help household chefs find tonight’s mealtime inspiration.
In addition to the consumer-facing site, they developed the Goya Trade site, a vendor resource that provides robust product information for B2B partners.
The Goya experience packages useful information – recipes, product details, and interactive shopping lists for busy, on-the-go users. Vibrant social platforms, promotions, coupons, and contests offer enticing rewards and drive traffic to all digital hubs.
Flightpath’s strategy for Goya to improve their digital presence had great outcomes. Their overall website traffic increased by 270% and also their organic traffic increased by 345%. Besides, Goya had 377 new email newsletter subscriptions and the number of their Facebook fans reached more than 500K.
Client: Goya
Industry: Food & Beverage
Sector Expertise: Packaged Food
Merck Animal Health’s long-time collaboration with Flightpath made the company connect with both pet lovers and professionals.
Merck Animal Health is a global leader in the animal pharmaceutical space, providing research, development, and veterinary medicine sales. Through a 10+ year relationship with the company, Flightpath has redefined its digital image to drive sales and connect with a larger audience of pet people. The creative strategy focuses on two key components:
The Solve
Merck’s natural niche exists among pet lovers from every background. Flightpath’s digital marketing strategy and creative work leverage this emotional connection to engage pet parents and professionals in a deeply resonant, difference-making way. They work across a broad swath of Merck’s Animal Health portfolio, targeting vet and shelter professionals and pet parents by:
How and Why
Flightpath’s work with Merck Animal Health spans across the board, with dynamic tactics, tools, and creative for a variety of products. All of the agency’s work is backed by well-researched strategies that ensure quality user experience and engagement related to these services:
Digital Strategy:
Working collaboratively with their clients to identify audience segments, creative messaging and pertinent digital touchpoints to achieve business objectives.
Web and Mobile App Development:
Creation of a series of branded and cross-portfolio digital assets to educate, inform and engage pet parents and animal health professionals.
SEO/SEM:
Ensuring high search engine visibility for all properties.
Social Media:
Content marketing, community management and customer service all enter into their consumer-focused social strategy.
Email:
Impactful, targeted messaging for animal health professionals and pet parents.
In the end, Flightpath’s strategy improved Merck Animal Health’s digital presence to a great extent. Overall website traffic increased by 270%, organic traffic increased by 345%, Facebook fans increased by 800K and email newsletter subscription increased by 377%.
Client: Merck Animal Health
Industry: Healthcare
Sector Expertise: Pharmaceuticals
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