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| Company Name: |
The Bank of Collierville |
| Award Level: |
Gold |
| Industry Category: |
Financial Institutions |
| Industry Name: |
Banks |
| Promotional Objective: |
Opening New Accounts
|
| Award Year: |
1997 |
| Promotion Amount: |
$10 or More |
| Distributor: |
Joe Padawer Company |
|
| Objective: |
To increase new accounts and deposits while building the bank’s image as the civic hometown bank. |
| Strategy Execution: |
Adding a “civic touch” to their marketing program, “Places in the Heart of Collierville,” the bank offered a miniature, lighted replica of a local historical building on the town square. The bank sold the miniatures for $35 each and gave part of the proceeds to the local church, which was the model for the miniature. As an incentive to new depositors, the model building was offered for certain levels of deposits. The tag line used on all printed materials was “Where they have their branches, we have our roots.” |
| Results: |
The initial order was for 300 miniatures to attract a projected 25 new depositors. With reorders totaling 700 more replicas, a total of 55 new accounts were opened with $500,000 in deposits. $10 or More,000 was raised for the church, as well. |
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| Company Name: |
Color Corporation of America |
| Award Level: |
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| Industry Category: |
Services |
| Industry Name: |
Services |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To broaden existing client base and increase awareness among prospective clients about the advertiser’s capabilities and services. |
| Strategy Execution: |
“Positively Brilliant” was the theme and Albert Einstein the graphic subject for a four-month promotion targeted to 500 ad agencies and photo labs. The program implied the advertiser-like Einstein-has several distinct talents. Each prospective client was mailed a high impact black package with a graphic of Einstein on the outside lid. The headline beneath the graphic stated “Brilliant…” Inside, against a bright yellow background, a graphic image of Einstein wearing a pair of sunglasses correlated to a mounted pair of imprinted sunglasses for the recipient. Body copy, under the heading “Positively Brilliant!” emphasized the company’s services and encouraged the prospect to meet with a sales rep. A clock, with the imprint of Einstein wearing the glasses and the theme line, was offered as a thank you gift for those making sales appointments. Boxes of samples distributed at subsequent appointments bore theme copy and graphics. |
| Results: |
The company reported an 80 percent response as a result of the direct marketing contact. |
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| Company Name: |
MagneTek, Inc. |
| Award Level: |
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| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To cause independent businesses to install a standby generator and to contact a specific company distributor to obtain greater detail on products, applications, and pricing |
| Strategy Execution: |
Targeted to operations managers, owners and principals of manufacturing facilities, broadcast stations and large retailers, hospitals, etc., this one-month direct mail specialty advertising promotion told 125 prospects “You’re Wired In.” Promotional products packaged in boxes bearing theme copy delivered a telephone base, receiver, 12-foot cord, cord untangler, glow-in-the-dark faceplate, note holder, pen and holder and business card file. By the time the eighth package arrived, the recipient had a complete telephone and a coordinated set of desktop aids. Along with copy inside the package identifying each specialty gift, copy listed seven reasons “you’re wired in with MagneTek.” Names of local distributors were included for future contact. |
| Results: |
The advertiser reported sales increased seven percent in the four weeks following the promotion. Twenty-one persons were identified as potential customers within the next six months. |
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| Company Name: |
Sunshine Makers, Inc. |
| Award Level: |
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| Industry Category: |
Retailers |
| Industry Name: |
Retailers |
| Promotional Objective: |
Opening New Accounts
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To educate consumers and policymakers about the environmental friendliness of the advertiser’s Simple Green cleaning products and to increase overall market share. |
| Strategy Execution: |
Through various avenues including the advertiser’s EGBAR (Everything’s Gonna Be All Right) Foundation, whose objective is to help people clean up the world, a variety of imprinted promotional products communicated the products’ environmental advantages. Trade shows, beaches, ball parks, military bases, government facilities, toxic waste sites, retail grand openings and neighborhood clean-up sites were among areas targeted. To remind the advertiser’s sales personnel of occasions where their support would be needed throughout the year, a large imprinted desk calendar pad (made from recycled paper) was sent via UPS. The EGBAR mascot was used on most of the specialty items and promotional products including imprinted pins worn by volunteers and given with Promotional product samples at public gatherings. At trade shows, a booth game labeled the Envirotoss asked participants to toss bean bags at holes labeled with product features (e.g., non-toxic) to win custom imprinted folding nylon Custom imprinted totes, imprinted tree-growing kits and other promotional products. |
| Results: |
Many of the clean-up efforts and the advertiser received media coverage, and overall sales of the Simple Green line were up 21 percent over the previous 12-month period. |
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| Company Name: |
Kern County Library Partnerships for Change Grant/Lamont Branch |
| Award Level: |
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| Industry Category: |
Non-Profit & Related Businesses |
| Industry Name: |
Non-Profit & Related Businesses |
| Promotional Objective: |
Opening New Accounts Using Promotional Products
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| Award Year: |
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| Promotion Amount: |
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| Distributor: |
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| Objective: |
To increase the number of cardholders by 200 for the year, while emphasizing library services to Hispanic residents new to the community. |
| Strategy Execution: |
June 6 was designated “Discovery Day,” a day targeted to the entire community to encourage use of the Lamont Branch Library. Special emphasis on the migrant Hispanic youth and adult population was promoted with a bi-lingual theme, “Leer! Saber! Vivir!” (”To Read! To Know! To Live!”). Banners were hung in the library and in schools, and the program staff spoke in classrooms and passed out imprinted balloons, bookmarks and pencils to promote the Discovery Day open house. Public service announcements were made on English and Spanish language stations, and a direct mail flyer served as an invitation as well as a map to the library. Imprinted bookbags containing frisbees, drink bottles, yoyos and pencils were distributed at the circulation desk to those applying for new cards. Logo-imprinted T-shirts and candid photographs were awarded in prize drawings which also served as incentives to return to the library to claim the items. |
| Results: |
A reported 169 new library cards were issued on “Discovery Day,” with 147 to the Hispanic target audience, meaning more than 85 percent of the annual cardholder goal was met. A waiting line had formed for the library’s 10 a.m. opening the day of the promotion. |
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