All Terrain

Introduce your business and what you do there.

I’m an associate creative director at Weber Shandwick which is a global PR company.

What challenge were you trying to address with All Terrain?

We were tasked with creating an experiential store for consumers in New York City. It was a play on The Apple Store called “The Mango Store.” The goal was to increase awareness for the National Mango Board.

What was the scope of their involvement?

They helped us bring our vision for The Mango Store to life by taking care of logistics. They brought in interior architecture support and helped us secure permitting with the city. Their team also hired a caterer, security, and brand ambassadors. 

What is the team composition?

Brook (Co-Founder & CMO) and another employee were my main points of contact, but they brought in a larger team to support our efforts as well. 

How did you come to work with All Terrain?

I met Brooke at a social event. I’d worked with similar vendors before, but they always left something to be desired. 

How much have you invested with them?

I don’t know the exact number, but it was probably around $500,000. 

What is the status of this engagement?

We worked together from January-March 2019. 

What evidence can you share that demonstrates the impact of the engagement? 

We had a lot of success with the pop-up store. It generated 78 million overall impressions. It was deemed a big success both by our company and our client. Our client said it was one of the most successful marketing initiatives that they’ve done. We also received a lot of media coverage. The event appeared in In Touch and Style. 

How did All Terrain perform from a project management standpoint?

Their project management was exceptional. I don’t know what tools that used internally, but from our perspective, everything flowed seamlessly. They created a schedule and stuck to it. The end product lived up to the plan they initially shared with us during the pitching process. 

What did you find most impressive about them?

Their attention to detail, communication, and proactivity was impressive. They were also fun to work with. Their work blew previous vendors’ work out of the water. 

Are there any areas they could improve?  

No, there’s nothing they need to improve. 

Do you have any advice for potential customers? 

I think communication is key. Just be straightforward and make sure they understand what your goals are. Don’t leave anything open to interpretation. 

Please describe your company and your position there.

Hostess Brands produces iconic sweet baked goods like Twinkies, Donettes, Ho Hos, and Ding Dongs. I was the Sr. Manager of Field Marketing and PR.

For what projects/services did your company hire All Terrain?

Brand activation, mobile tour activation, specific project-related brand partnerships, logistics, on site production, and asset fabrication.

What were your goals for this project?

Mass consumer sampling, significant earned media, and digital assets/content

How did you select this vendor?

Relationship and reputation

Describe the scope of their work in detail.

All Terrain supported Spark Alliance Marketing and Hostess Brands to create an iconic mobile cross country tour in order to spread awareness and celebrate 100 years of Hostess.

What was the team composition?

Account Director, Field Manager, Production and Marketing Associate, Production Assistants

Can you share any outcomes from the project that demonstrate progress or success?

200,000+ face-to-face consumer interactions, 750,000 estimated earned media impressions, national media coverage, and so much more.

How effective was the workflow between your team and theirs?

Excellent. They were highly organized and provided great communication.

What did you find most impressive about this company?

Despite some challenging budget and very challenging time parameters, they executed with skill and good cheer.

Are there any areas for improvement?

Not that I recall.