The Work
Zero Echo Media – “Fizz” Campaign
The Zero Echo Media “Fizz” non traditional campaign had 4 major components: Leave behind piece, Letter of introduction, Interactive Website and Follow up postcard.
We chose, Jones Orange & Cream soda as the leave behind piece. Figuring that if left with a front desk person,a package of orange soda would be hard to get rid of without someone asking what it was. Our soda label was a 3d rendering of a room with key media components placed throughout the room. The message on the label was “Has your marketing lost its fizz? See if Zero Echo Media can help. fizz.zeroechomedia.com”. To hold the bottles, a white cardboard 4-bottle carrier was used. Taking the same image from the soda label, stickers were made to place on the sides of the carrier.
The letter of introduction was an important part of the leave behind piece. we wanted to give the business owner a brief overview of Zero Echo Media, but most importantly, We wanted them to know that they were selected as a company we would like to do business with. The letter asked the owner to take a minute to visit the website to learn more about Zero Echo Media, if they were interested we let them know we would be in their area until a certain time if they wanted to meet with us. To tie the letter in with the whole package, a silhouette of bottle was in the background.
The main component of the campaign was the interactive website. The first thing the user sees is a spilled bottle of orange soda with a form asking for their name, their company name, and their e-mail address. Once launched the site is the same 3d room rendering that is on the labels of the bottle and carrier. A prompt asking the user to click on the glowing objects starts the delivery of 3 major concepts via flash video. The final screen give the use all the needed contact information.
After targeting companies we wanted to do business with throughout Indiana, Illinois, and Kentucky, in early October we started making in person deliveries.
The final component of the campaign was a postcard featuring the spilled soda that was mailed as a follow-up to anyone viewing the site.
House of Bluez – “Fashion for Your Lifestyle” Campaign
House of Bluez is a premium denim boutique in Evansville, IN carrying clothing for women, men and children. Owner Jodi Merrick asked for my assistance in helping brand her new venture as “the Ultimate Denim Destination”.
After researching high end boutiques, I determined that the target demographic felt such items were regarded as “lifestyle brands”. Playing off the term lifestyle, I developed the campaign entitled, “Fashion For Your Lifestyle”. The campaign included glossy magazine pieces, television spots, direct mail postcards, and a website.
The individual pieces followed 3 major themes: For Women – For Men – For Kids, At Work – At Home – At Play, Morning – Noon – Night. Multiple versions of each were made to include women, men, children, and families, showing how House of Bluez was a truly fashion for your lifestyle.
Starting the campaign to coincide with the opening of the store in late August 2007, “Fashion For Your Lifestyle” lasted through the 2007 holiday season. Ms. Merrick attributed much of the success in the first few months of business to the campaign helping spread the word to her target market.
Belmont Freight – “Drive 4 Belmont” Campaign
Belmont Freight, a family owned and operated moving, warehousing, and freight company, was having a hard time finding transport drivers. In the summer of 2007, I helped launch the “Drive 4 Belmont” campaign, including television, radio, brochures, trade show pieces, and a website.
Operating in 48 states and Canada, Belmont Freight was looking to separate themselves from their competition when hiring over the road drivers. Belmont understands the importance of career and family, so we decided to target two main groups, drivers and driver’s wives in the television and radio portions.
For the drivers, the spot mimicked a movie trailer. Starting with a rating screen, the fast paced spot showcased the action, adventure, and destinations that over the road drivers experience. The spot ended with a call to action of “now casting professional drivers”.
“Family Man” featured one of Belmont’s current drivers delivering the message of how Belmont treats drivers and their family as apart of the extended Belmont family. Pointing out the benefits of joining the Belmont team including weekly home time.
The final pieces of the campaign were the company brochure with detachable application, the Drive 4 Belmont website with online application, and a trade show video and promotional items.
The campaign was an immediate and enormous success, netting a 90% filled rate within only 2 months. Since that time, Belmont has used the campaign whenever they are in need of quick influx of drivers.
