PPB February 2019

Top Promotions Of 2018 | FEATURE Distributor | American Solutions for Business Type Of Client University museum Target audience Museum members, contributors/donors, members of the university, scientific and local community (families, schools, etc.) and new members. Total size was more than 3.8 million. Primary Objective To rebrand and reposition the organization within the university and city to create stronger relationships with its members, contributors and the scientific and local communities, and to use promo products to communicate the museum’s new features, technology and attractions before the doors officially reopened. Total Cost The budget was originally set at $30,000. After learning more about the distributor’s custom capabilities, it was increased to $43,000. Strategy And Execution There are two major attractions at the new museum: a 12-foot-tall, open-air diorama featuring a full- scale woolly mammoth and a new, state-of-the-art planetarium. The distributor used these attractions to inspire the custom pieces for the promotion. Actual photographs from the sculptor of the museum’s woolly mammoth were sent to the supplier’s sculptor to create a two-inch replica. A total of 1,100 custom, handpainted snowglobes were created and given as gifts to local legislators and regents who passed the bonding bill, which was a significant step in relocating the museum and adding the woolly mammoth exhibit. The additional products—socks, water bottles and totes—all feature a constellation design that incorporates the university’s block letter “M.” Results The museum accomplished its goal of connecting with the community, legislature and new and existing members. Each item served a unique purpose to engage with the more than 5,000 guests who attended preview events over a two- month period. Distributor | Geiger Type Of Client University’s Health Sciences Center Target Audience High school students from public, private and home-school forums who were interested in exploring education in health care. Other Media Web, email, video, direct mail Primary Objective The Red Bag Tours program is designed to inform high school teachers and school districts as well as help university faculty and staff conduct more efficient and organized tours to attract more visitors to the campus. Total Cost $17,851 Strategy And Execution The university was looking for a way to better organize and increase traffic for high school students who requested tours of its facilities. Branding was important for this program to increase recognition both internally and among the visiting high school students. The Red Bag logo and related promotional materials helped the university staff know which event was happening on the busy campus. The logoed items—including stickers, bags, sunglasses, cell phone holders, apparel and pens— were selected not only to make a lasting impression on the students but to be useful to high school teachers as well. Results In past years no budget was expended for student visits to the health science center and the number of students visiting was no more than about 120 annually. After the Red Bag Tour was implemented in 2018, the university’s health sciences center welcomed 840 students to the campus in that year alone. Word quickly spread about the Red Bag Tours and the online signup sold out for all of 2018 within a matter of weeks. The high school students enjoyed the sunglasses and took pictures while wearing them in front of the school’s banner. Seeing the school’s logo, coupled with an immersive education experience, truly drove home the school’s brand identity for visiting students. Educational Programs GOLD WINNER SILVER WINNER Client Branding Programs | FEBRUARY 2019 | 29