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Main Category: Marketing Piece Entry Category: Print Entrant: Doug Hensley Date of Initial Distribution: 10/26/2006 Award Criteria Specific Medium Used Flyers & direct mail Target Audience School Boards, Directors, Business Managers, Administrators, Facility and Construction Managers Methodology Create bold, quality visual pieces that establish credibility, brand awareness, and repositions the firm. Message to be Communicated Clients can occupy high quality, permanent building in ½ the time of traditional construction. Distribution Direct mail, trade shows, brochures, advertising, proposals. Entry Objective Establish brand identity & niche that we sell "time". Changing where the inflection is placed on the 3 key words “It’s about time!” slightly changes the message, yet maintains the link between “time”. Strategy was to position the firm as a builder of permanent buildings equal to “traditional” buildings yet superior by being faster & built to a much higher standard than “portable”. The secondary goal was to reposition the firm from a builder of fourplex classrooms to a builder of gymnasiums, 2 story additions & full campuses by creating brochure ware that was more upscale in design, imagery, message & materials to reflect the ability to do more upscale projects. Bold yellow & black colors help recall the message used on all pieces in the campaign add to the ease of reading & direct the eye to distinct messages. Horizontal bands break the key message points & lead the eye to the copy. Credibility is established with client list & quotes. Features and benefits have bold yellow bullets. Effect on Awareness, Sales, Visits, or Inquiries Brand awareness within our school markets has increased both in depth and breadth. Our existing client base now thinks of us for larger, more complex projects and new clients are coming to us for the same. Clients often comment about remembering the individual pieces when visiting the trade show booth, since the booth design mirrors the direct mail & flyer design. Additionally, they state that the booth is easy to find amid the sea of booths & that it is easy to see from a distance. Inquiries were received from several new clients with 3 projects pending & one new client with a $4 million school campus contract pending. Two existing clients for portable buildings became convinced that we were capable of providing full campuses & they contracted to build a permanent 92,000 SF K-8 campus & an 86,000 SF K-8 campus. These 2 projects total $22.2 million. What formerly represented the majority of our work (fourplex classrooms) now represents less that 5%. We have been able to set a minimum dollar amount on projects that we pursue. Major new clients are calling after seeing the larger projects, impressed with the quality & speed. One new client has provided us with 5 opportunities.