The city of Irvine, home to 266,122 residents and one-third of America’s Fortune 500 companies, faced a harsh reality when submitting its proposal for Amazon’s second headquarters. A lack of inclusion in the national conversation painted an unfortunate picture of how the country views the safest city in America. It was clear work needed to be done to merchandise the area as an up-and-coming region – starting in their own backyard.
Working closely with The Irvine Company, Idea Hall named, branded, and produced The Irvine Standard, a monthly community newspaper, to educate residents through storytelling on the success of the city’s Master Plan.
The newspaper is delivered to 100,000+ residents. Idea Hall launched and managed social media on Facebook and Instagram with 91% neutral to positive sentiment on Facebook. Idea Hall grew the Facebook presence from zero to 12M in just six months and 40% of traffic to the website was generated from social channels. More importantly, the sentiment about The Irvine Company and plans for new developments has been positively impacted for the long run.
100k+ NEWSPAPERS DELIVERED
91% POSITIVE SOCIAL SENTIMENT
40% OF WEBSITE TRAFFIC GENERATED FROM SOCIAL
12k INSTAGRAM & FACEBOOK FOLLOWERS IN 6 MONTHS
12.5k FACEBOOK ENGAGEMENTS IN 6 MONTHS
10% OF ENGAGEMENTS FROM SHARES
