PPB February 2021

Client Branding Programs Silver Winner Type Of Client: Municipality Target Audience : 64,000 residents and 100,000 visitors at 12 events Primary Objective: Building good will, rewarding brand enthusiasts with commemorative and useful products bearing the trademark phrase to use at work, home, leisure and for gifts. Total Cost: $4,500 Strategy And Execution: The promotion was communicated through social media—Twitter, Facebook and Instagram— directing consumers to the web store located on the town’s website or to visit the cultural arts center to make a purchase. All purchases were picked up at the cultural arts center, so no shipping was needed. Results: The initial investment was $4,500 and the store netted $5,000 in sales over the past year. The combination of the online store and purchase and pick up at the cultural arts center was convenient and provided strategic marketing for exposure during 12 local events and at bookings throughout the year. A sales display is permanently set up at the town’s cultural arts center creating an ongoing opportunity for reorders. Distributor: Promotional Partners, Inc. Gold Winner Distributor: IICON Creative Strategies, Inc. Type Of Client: A company providing tire sales and service Target Audience : Consumers who own one or more domestic or imported SUVs, luxury cars or performance sportscars; secondary audience: fleet vehicles. The demographics of the audience are males (65 percent) and females (35 percent) between the ages of 28 and 58. Primary Objective: To develop and establish a brand presence that reflects professionalism, reliability and trust, which can be leveraged into franchising opportunities the company aspires to transition into. To create continuity and consistency with their existing website and service vehicle graphics; to outfit the crew with workwear that was comfortable, on trend, streamlined in design and durable, with reduced visibility for dirt and suitable for various weather conditions. Total Cost: $10,000 Strategy And Execution: The theme of the program was to develop a strong branding image. The timeline was six weeks to complete product research and selection (one week); design logo sizes and placement, and imprint method including virtuals and revisions (one week); product delivery, production time for various imprint applications including embroidery, screen printing and heat seal (three weeks); previewing the finished product, packing and shipping from various production locations (one week). The selected apparel was predominantly black because the color is associated with strength, formality and seriousness. The existing two-color logo in blue and white and the tagline were placed on the full back and upper left chest of the jackets and golf shirts for the best brand visibility. The red Canadian leaf was embroidered on the hats to express Canadian pride. On the Blaklader work pants, selected for their durability and the many useful pockets, the logo was embroidered in two-color on the hip. Vests, jackets and parkas for layering, black knitted toques and baseball caps rounded out the collection. Results: The client reported a 30-percent increase in awareness since introducing the new branded apparel. This is attributed to their customers recognizing the brand and commenting on the look of professionalism and reliability which instilled confidence in the company. Pyramid Awards: Client Programs | FEATURE | FEBRUARY 2021 | 21