PPB February 2021

Gold Winner Distributor: J&H Ad Solutions, LLC. DBA Core Image Group Type Of Client: Candidate for sheriff Target Audience : Approximately 55,000 registered Republican primary voters, ages 25-65 Primary Objective: To secure the Republican nomination for Brazos County sheriff. This objective was achieved through an aggressive media campaign focused on enhancing the candidate’s name recognition among the targeted audience. Total Cost: $60,000 Strategy And Execution: The campaign launched 26 weeks prior to the Texas Primary Election with a three-phase strategy. Phase I was the soft introduction of the candidate. Phase II featured the additions of the campaign website and heavy social media presence. Phase III was a hard push to the finish line with the incorporation of broadcast, digital and print media. Prior to the launch of Phase I, the distributor assessed the candidate’s strengths and weaknesses and began developing strategic approaches to clearly position the candidate apart from his opponent. Upon review, it became abundantly clear that our client excelled in leading large organizations, managing fiscal operations and supervising hundreds of personnel. He is highly educated with extensive training in law enforcement operations. He was clearly the right choice for the county and our community. Our positioning statement became clear: “Proven Leadership. Real Experience. The Right Choice.” Our strategy was to pound the target audience with the candidate’s leadership and operational management skills through an intensive broadcast media schedule, social media presence and distribution of signage. Results: The candidate achieved a victory in the Texas Primary Election with 54 percent of the ballots cast. The victory represented an eight-percentage-point lead over the opponent. Social Responsibility Programs Gold Winner Distributor: Silicon Valley Specialties, An iPROMOTEu Affiliate Type Of Client: Online social media Target Audience : Over 400 content strategy department team members from U.S. and international offices representing a diverse group in terms of age, race, orientation and culture Primary Objective: The bi-annual event provides the vision and road map for the department, plus education and training, and team building. The 2020 meeting was green-focused, with dedicated committee members spearheading this theme. The team wanted all promotional products to be “green” and locally sourced when possible. Information about how this goal was achieved was shared with attendees both in signage and one of the presentations. Total Cost: $56,270 Strategy And Execution: Based on previous experience with this client, the distributor presented options for journals, pens, stickers, attendee gifts and team gifts, plus new ideas for a handmade, seeded bookmark and reusable straw. The distributor also created a custom card that explained how the products were “green,” and rolled and tied the sweatshirts with different colors of raffia, and attached hang tags to help quickly identify the sizes in lieu of traditional colored rubber bands. To reduce the workload for the client, the distributor efficiently managed the timelines and budgets, and advised them on the best artwork and decoration methods. It also helped coordinate logistics, including scheduling the sweatshirt delivery on the day of the event to eliminate the need for storage space. The distributor also presented a t-shirt recycle program where donated shirts are repurposed into new material that is then used to make recycled tees. Donation barrels were placed at the event and attendees were told in advance to bring old t-shirts to donate. Results: All gifts met the green challenge and more than 950 t-shirts were donated to Marine Layer. The attendees’ response to the gifts was extremely positive both in terms of keeping and using them, as well as appreciating the thoughtfulness that went into selecting them. Pyramid Awards: Client Programs | FEATURE | FEBRUARY 2021 | 29