Silver Pyramid Distributor: Impact Promotional Products Type of Client: Petrochemical Target Audience: Phillips 66 employees and external contractor personnel from 10 states, all gathering to complete a major turnaround project. Primary Objective: The campaign was intended to develop internal communications strategies to instill camaraderie, teamwork and a safety focus. Total Cost: $53,617 Strategy And Execution: In the spring of 2021, Phillips 66 was scheduled for its largest facility. This major, $185 million project, which is to be completed in phases over a 28-year period, required the entire refinery to halt regular operations in order to complete maintenance and upgrades. With teams working 12-hour shifts and completing intricate and sometimes dangerous tasks, the client wanted to communicate that each individual was responsible for safety. On the first day, each worker received cards with QR codes enabling management to provide real-time communication. During daily meetings, branded materials were distributed to crews observed exemplifying excellent safety protocol. Upon completion of the project, each individual was invited to select a recognition gift carrying the campaign graphic: a sketch developed from drone photos of the 1919-built Wilmington P66 refinery and surrounding port. Results: The campaign united 4,000 workers who captured 1,716 safety observations. If just one of these observations prevented an accident and delay, the $50,000 program cost was well returned. Not-For-Profit Gold Pyramid Distributor: Cooley Group, Inc. Type of Client: Civic nonprofit Target Audience: Community of Saratoga Springs, New York Primary Objective: Fostering the spirit of civic pride was the main goal of this fundraiser in support of the various programs The Adirondack Trust Company Community Fund backs. Local flair was showcased by unique elements of the city taking the form of Monopoly game board properties, tokens and materials. Total Cost: $40,000 Strategy And Execution: This fundraiser was unlike any typical promotional products sale. Cooley Group purchased the rights to develop a customized Monopoly game for a key community organization after receiving support from the City of Saratoga Springs Chamber of Commerce. A Cooley Group brand consultant worked with local companies and organizations to arrange sponsorships of game tokens and board properties, selling naming rights of individual properties and transforming Boardwalk into the iconic Saratoga Race Course. These sponsorships, as well as the inclusion of other Saratoga Springs landmarks and localisms completely transformed a traditional game board into one that was customized for the area, serving as a symbol of community pride for both residents and visitors. Working with its supplier, Cooley Group managed all details of production and delivery of the 5,000 game boards, adhering to the strict requirements of game-maker Hasbro. Results: The client was thrilled with the results and enjoyed a net return-on-investment of $210,000, all of which went directly to the community fund to support local organizations and initiatives. The games sold out. Winning Client Programs | FEATURE | MARCH 2022 | 19
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