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HEN CREATIVITY,
IMAGINATION AND INSPIRA-
TION are matched with perfect
products and flawless execution,
the resulting campaign can spark
spectacular success for the
client—and the distributor and
supplier partner. Last month, at
The PPAI Expo, PPAI presented
its coveted PPAI 2016 Pyramid
Awards to 29 companies to rec-
ognize outstanding promotional
campaigns in nine program cate-
gories.
For decades, the PPAI
Pyramid Award has recognized
the creativity and the exceptional
use of promotional products by
distributor members in a variety
of client programs and cam-
paigns. Read on to see who took
home the prized trophies this
year at the gold and silver level,
and explore these award-winning
campaigns to ignite your own
imagination.
Gold Winners
Category:
Not-For-Profit Programs
Distributor:
Advantages
Type of client:
Non-profit, education organization
Target audience:
150 committed and traditional Jews who are not observant,
work 80-90 hours per week on Wall Street, earn $1 million annually with a six-fig-
ure bonus and donate to welfare causes.
Timing:
Direct mailer sent to target audience prior to Hanukkah 2014
Other media used:
Direct mail, print ads
Program’s primary objective: The program focused on securing donors to make
financial contributions to an organization representing Hebrew schools.
Total program cost (including promotional products, media, printing, pack-
aging, etc.):
$33,325
Strategy and execution:
Advantages sought to identify wealthy potential donors
working in the financial sector who had a Jewish upbringing and convert them
into donors by bringing them back to childhood memories and re-awakening
their Jewish identity. The first set of ads relied on bold headlines to pique the
curiosity of the reader. By invoking the names of universally-recognized business
leaders such as Warren Buffett, and placing ads specifically in
The Wall Street
Journal
, the client’s new brand was launched into a fresh marketplace filled with
untapped potential. The second series of ads showed the value of a Jewish edu-
cation by showcasing people who attended the supported day schools, and went
on to become titans of industry and leaders in their respective fields. This
approach offered hard evidence of the client’s importance as a nurturer of future
leaders. With the client’s new brand
identity firmly established, it was
time for a direct appeal. Armed with
a select list of high net-worth
prospective donors, the distributor
designed two novelty mailings. First,
a Hanukkah-themed gift box that
included a menorah, candles and a
dreidel; and second, a limited edi-
tion bottle of vintage Kosher for
Passover wine encased in custom
packaging.
Results:
The budget was set at a
maximum of $65,000 and the pro-
gram came in roughly 50 percent
lower, generated a 15-percent
response rate (the client’s goal was
10 percent) and built seven signifi-
cant relationships (the client’s goal
was five).
W
FEBRUARY 2016 •
PPB
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