Public RelationsWe have a team of public relations experts interacting with journalists all day, every day. Based on our clients’ business objectives, we approach targeted media outlets with concepts specifically crafted for their audience. We provide real-time clips of coverage and monthly reporting to track, measure and share PR results to strengthen brands and ultimately drive sales. |
MediaWe employ a unique perspective, blending trend analysis, research and day-to-day editorial involvement to maximize our clients’ advertising spend. We negotiate placement, added value and rates. We have experience in print, online, out-of-home (billboards, airport signage) and non-traditional advertising venues (ski lifts, stadiums). |
Social MediaBackbone Media is on the forefront of the rapidly expanding and ever-changing world of social media and we’ve launched and currently manage social media campaigns for numerous clients. Whether it be developing engagement strategy, creating and managing content, or managing audit and monitoring services, our experience in this evolving new media landscape is broad-based and supported by measurable results. |
Marketing ConsultingWorking upstream to involve ingredient brands and vendors and downstream to retailers, we look for synergy in these relationships. We offer consulting, retail training development, product launch and new product development support, point of sale programs, partnership negotiations, marketing strategies, and copywriting. |
featured case studies
Social Media
Backbone has developed and managed a handful of strategic social media campaigns for New Belgium, pairing them with integrated digital media planning to drive the right traffic and demographics to online applications.
Public Relations
When BPA hit the news in 2007, Klean Kanteen instantly became a consumer solution to hard plastic. Backbone took a multi-dimensional approach across niche eco and broad lifestyle media to gain maximum brand awareness while the news was still relevant. We launched a series of campaigns focusing on the environmental, health and budget concerns of plastic.
Media Planning
Creativity and integration are a way of life at New Belgium Brewery. Backbone Media developed and implemented an integrated media plan to launch the brand's new Ranger IPA beer, generating awareness and anticipation for the new flavor amongst New Belgium's target demographic.
Social Media
As a lifestyle and performance brand, SmartWool crosses over into different markets.
In order to grow the brand organically throughout the web, Backbone developed an influencer profile that identifies the most influential bloggers and online journalist’s relevant to SmartWool’s niche outdoor markets.
In late 2008, we took a “Why us?” approach, separating Klean Kanteen from other metal competitors and built a “behind the bottle” story with philanthropic efforts and strategic partnerships. We also seeded product to influential bloggers to drive the online dialogue. This plan was highly successful with niche environmental, outdoor/active lifestyle, parenting and broad market publications alike. The result was coverage in 
Ranger IPA launched in February. As the Beer Rangers (New Belgium’s affectionate term for beer sales reps) were the brainchild behind the beer, it was only fitting to focus our marketing efforts around them. The print ad, for instance, featured a Beer Ranger in uniform demonstrating his assigned mission “protect, pour and partake”. On the social web, Rangers also became the center of attention. In anticipation of the Ranger IPA launch, regional Facebook pages and a socially optimized map were created to connect fans with their local beer ranger(s). The map and regional facebook pages enabled people to connect with New Belgium regarding nearby events and happenings, such as Ranger launch parties and beer pairings. 
