Client Branding Programs

  • Feb 14, 2020

For more than 60 years, the PPAI recognizes client promotions, who provided creativity, originality, and flawless execution.

Here’s a creative way to get your brand out there.

Type Of Client Café and ice cream parlor

Audience Individuals living in a 20-mile radius of Annapolis, Missouri, with enough expendable income to dine out two to three times a week. Total audience count was 6,974

Other Media Facebook

Primary Objective To increase the café’s out-of-town customer base

Total Budget $10,339

Strategy And Execution A 45-week rebranding campaign reflecting the café owner’s brash and blunt but loveable personality was developed using promotional products and social media. The rebranding included renaming the café The Crazy Sister Café & Ice Cream Parlor and introducing a new logo featuring her likeness. Banners on the building promoted the new name. Facebook ads blanketed accounts within a 20-mile radius, including those in nine small towns, promoting a contest for crazy sayings with photos of the winners, daily specials and the owner “in character.” Beginning in week four, promotional products were used daily onsite to further engage customers to share and recommend their ‘Who You Callin’ Crazy’ experience. Logoed postcards invited guests to submit their crazy sayings for possible inclusion on t-shirts. Stickers with the slogans were used on take-out bags and logoed floor mats greeted customers at the doors. T-shirts for staff and for sale were decorated with different “crazy” sayings on the sleeve. A menu redesign included some of the owner’s famous sayings along with her personal story.

Results The goal of the promotion was to generate 50 percent of café sales from out-of-town customers and that goal was exceeded by 25 percent. As a result of the promotion, 75 percent of sales were from out-of-town customers as tracked by ZIP Codes on checks and credit cards. It was a financial and branding success.

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