Hyphen Creative Marketing Agency Redefining Connection

CAMPAIGN: Don't Be A Litterhead

CLIENT: City of Fresno’s Beautify Fresno

SERVICES: Digital Marketing and Advertising, Public Relations

The City of Fresno’s Beautify Fresno initiative was a cornerstone in the Mayor's strategy to eliminate litter in the city’s public spaces. Seeking to change behaviors in a fun yet memorable way, we created a campaign called "Don’t Be a Litterhead.”

The messaging utilizes humor to resonate with residents while highlighting some of the “most littered” items, like cigarettes, coffee cups, and food wrappers. The message spread quickly through video, radio, billboards, digital ads, and bus wraps, generating over 13.6 million total impressions.

To convert this messaging into meaningful change, our team developed the idea for the Million Pound Challenge, which aimed to remove 900,000 pounds of trash by sanitation crews and 100,000 pounds by volunteers in 2022. Remarkably, that milestone was reached around the eighth-month mark, well ahead of schedule.

“When it comes to providing quality content and maximum results for public service messaging, JP Marketing (now HYPHEN) is the gold standard. Their work for our ‘Don’t Be A Litterhead’ campaign was both effective and memorable, and we still get compliments on it years after the campaign is over!!”

Mark Standriff Director, Beautify Fresno

CAMPAIGN: Where Hope And Healing Unite

CLIENT: Fresno County Department of Behavioral Health

SERVICES: Branding, Digital Marketing and Advertising, Website, Public Relations

The Fresno County Department of Behavioral Health (FCDBH) wanted to expand awareness of its services for mental health and substance use disorders while fighting the stigma associated with them. Our team conducted market research, developed a communications plan emphasizing hope and healing, and crafted a distinct brand identity.

Then, we launched a series of awareness and prevention campaigns utilizing a mix of traditional and digital media channels to engage with the audience directly. These efforts brought together recognizable community members sharing their stories to normalize mental health discussions, while interactive community events helped to highlight available resources and pathways to support. Meanwhile, our clear branding ensured a consistent message and lasting recognition for FCDBH.

As a result, the campaigns generated millions of impressions and increased the public’s understanding of behavioral health services, even contributing to a reduction in suicide rates in Fresno County.

"Hope" Graphic

“My team and I want to thank you for all your work, support, and efforts around our products. You and your team have worked hard and have really helped DBH shine and also help the public. You’ve done some outstanding work, and we are grateful for all your help. Thank you.”

Ahmad Bahrami, MBA
Division Manager-Public Behavioral Health/Ethic Services Manager
Fresno County Department of Behavioral Health

"This is Your Wakeup Call 1 (800)654-3937"

"Let's Start the Conversation"

"May is Mental Health Awareness Month"

"Fresno County Department of Behavioral Health Where Hope & Healing Unite Video"

Kylene Real Story English Video

Addressing Fentanyl Overdose Epidemic

Where Hope and Healing Unite - Fresno County Dept of Behavioral Health & Joel Condreay - Grizzlies

Spanish Language - Suicide Prevention Video

English Language - Suicide Prevention Video

CAMPAIGN: Unveiling Peelz: A Citrus Success

CAMPAIGN: Fowler Packing Company

CAMPAIGN: Branding, Packaging, Website, Photography, Tradeshow

Fowler Packing Company (FPC), a 70-year-old family farming operation and prominent supplier to the Wonderful Company under the Halos brand, faced a critical juncture when the latter ended their long-standing partnership. Urgently needing to introduce a new mandarin orange brand to the market, FPC approached us, desperate for a branding strategy within six weeks.

We got to work immediately, collaborating with their in-house marketing director and the Parnagian family to develop a distinctive name, logo, package design, sales collateral, and tradeshow booth. This involved daily iterations of design work, with meticulous attention to detail, including on-site quality assurance visits to the packaging printer in Florida.

Through this intensive process, we successfully launched Peelz and exceeded FPC’s immediate sales targets within a month of its introduction. Peelz has demonstrated remarkable performance since, selling ahead of expectations and securing significant contracts with major grocers nationwide.

The Peelz Animation

The Peelz Logo

“Thank you all for the incredible work on the bag photographs, trade show booth,and landing page design. They LOVED EVERYTHING, and you guys are just knocking it out of the park. I can’t thank you enough for all the time and energy you put into our brand. THANK YOU!”

Kiah Ruvalcaba
Director of Marketing

CAMPAIGN: Thrills That Kill

CAMPAIGN: California Highway Patrol

CAMPAIGN: Digital Marketing and Advertising, Public Relations

The California Highway Patrol (CHP) was on a mission to combat the rise in illegal street racing and sideshows, particularly ahead of the newest release of the Fast and Furious franchise’s film.

Our team stepped in to create a marketing campaign to increase public awareness of the dangers of these illicit activities while simultaneously working to decrease fatalities and injuries from speed-related incidents.

The strategy involved timing the campaign around the premiere, crafting impactful messaging such as “Thrills That Kill” and “A Threat Not a Thrill,” and leveraging media partnerships for maximum reach. With over 115.5 million impressions achieved and a 45% reduction in street racing and sideshow incidents, the campaign surpassed expectations.

CHP Campaign - Speed Kills Videos

CHP Campaign - Doughnuts Video

“JP Marketing’s (now HYPHEN) partnership with the California Highway Patrol proved instrumental in our mission to curb street racing and sideshows. Their tailored strategies demonstrated a deep understanding of our enforcement goals, resulting in an impactful campaign that resonated with the State of California and our local communities.”

Jose Alatorre, Lieutenant
CHP Academy, Tactical Training Program

CHP Campaign - News-Broadcast Mentions

CHP Campaign - Time Lapse Media Creation

CHP Campaign - Smart Phone Ad

CHP Campaign - Commercial Transit Ad

CHP Campaign- Public Theater Ad

CAMPAIGN: Successful Enrollment Surge

CAMPAIGN: San Bernardino Community College District

CAMPAIGN: Digital Marketing and Advertising

In response to the decline in student enrollment post-COVID-19 pandemic, the San Bernardino Community College District sought to reverse the trend with a goal of increasing enrollment by 20%. Recognizing the competitive educational landscape, our team employed a data-driven approach to marketing their campuses. We leveraged insights to personalize digital campaigns tailored to specific target audiences, like individuals considering returning to school after time away.

The creative content highlighted campus life and diverse educational offerings to boost community awareness, primarily using digital display ads, social media videos, and billboards. The result was a s over the previous year, signaling the success of strategic efforts and reaffirming the importance of clear, measurable objectives from the start of a campaign.

CHC Diploma

Billboard Sign Graphic

Coffee Cup Graphic

Intagram Animated Graphic -1

Animated Graphic - 2

RESULTS SPEAK EVERYTHING - 20% STUDENT ENROLLMENT INCREASE

Billboard Graphics

Social Media Graphics

SBCCD Campaign Mall Poster

SBCCD Graduate Testimonial

SBCCD Campaign "Valued" Graphics

CAMPAIGN: Navigating A Corporate Merger

CLIENT: FocusVision

SERVICES: Branding, Digital Marketing and Advertising, Tradeshow

Through mergers and acquisitions, FocusVision positioned itself to become the global leader in comprehensive consumer research tools for the largest brand in the world. After 40 years in business, this pivotal moment called for updated branding. Our team was trusted to refresh the parent company brand, create an icon-based system for the acquired sub-brands now classified as product offerings, and build a messaging strategy to drive topline sales and turn a 3x EBITDA in 12-18 months.

The quick execution of our messaging strategy resulted in a successful international media announcement within six weeks, solidifying the brand’s new identity and setting the stage for its continued growth and success. The parent company sold at 3x EBITDA within nine months. We were then retained to continue supporting the marketing team during the transition to new ownership.

That was when we doubled down on the messaging strategy and focused on global brand managers with measurable message delivery tactics. Tasked with driving topline growth and bottom-line profitability at that stage, the parent company sold again within the year for 9x EBITDA.

“The JP (now HYPHEN) team rolled up their sleeves and worked through the holidays to meet our expectations for speed and quality and made sure that corporate executives in offices across the globe were on board with the brand, product design direction and website functionality. We are pleased with their work and would recommend them to any other organization looking for strategic brand evolution work.”

Jamin Brazil, CMO
FocusVision Worldwide, Inc. & Founder | Decipher, Inc

CAMPAIGN: Empowering Black Motherhood

CLIENT: Black Infant Health

SERVICES: Digital Marketing and Advertising

Since the program began in 1989, the Black Infant Health (BIH) program has been fighting to improve the historically poor birth outcomes experienced by Black women and their babies stemming from social and economic stressors. However, until recently, many referrals to the BIH program still relied on word of mouth.

To overcome this challenge, our team utilized detailed geo-targeting and strategic media buying to launch an awareness campaign that would help increase referrals and awareness of BIH's resources, services, and support specifically directed toward Black mothers.

The campaign outperformed the estimated lead volume by 216% and cost per lead efficiency by 68%, delivering over 30 million campaign impressions and generating over 3,000 new program referrals.

3,483 PROGRAM REFERRALS

CAMPAIGN: Fresh Flavor, Fresh Branding

CLIENT: Trinity Fruit Company’s Squeezed Juice

SERVICES: Branding, Packaging, Tradeshow, Photography

Trinity Fruit Company is dedicated to utilizing every part of its fruit, minimizing waste, and embracing sustainable practices. To utilize surplus fruits that maybe didn’t look the best for whole fruit products, they introduced Squeezed Juice. This product offers a fresh, 100% juice alternative to commercially available products laden with preservatives and watered down. Targeting health-conscious, on-the-go individuals, we developed an entirely new and timeless brand to penetrate the market and secure retail shelf placements.

The creative assets emphasize convenience and quality through sleek packaging inspired by the vibrant products. Our work culminated in a fun and contemporary website showcasing the brand's uniqueness.

The results were resounding, with successful sales and marketing outcomes leading to the expansion of the product line catering to even more wellness needs.