2.
Case Study - All Faiths Food Bank
All Faiths Food Bank
Re-Energizing the Brand to Meet Today’s Challenges Situation All Faiths Food Bank (AFFB) serves Sarasota and DeSoto
“working poor.” The awareness campaign involved
counties and is ranked the number one food bank in Florida,
relaunching the brand identity to establish a clear, strategic
and 17th in the country, for the amount of food distributed
and consistent message so that people—potential donors
on an annual basis. Over the past five years, AFFB has more
in particular—recognized the immediacy of hunger in the
than quadrupled its intake and distribution of food and the
area and how AFFB meets it.
community’s demand for these services continues to grow. As such, AFFB’s board approved plans to build a new, larger facility designed to increase its capacity, raise efficiency and ensure hurricane protection. Early research conducted by Clarke indicated there was a
After several months of in-depth research with current and potential donors, community leaders and AFFB’s partner organizations, Clarke developed a fully integrated campaign that included a new logo, website, corporate brochure, print ad campaign, TV PSA, truck wraps and signage.
lack of awareness among potential donors and the general community about AFFB and its vital services. The research
Results
also showed that many did not believe hunger was a real
The new branding and campaign message helped
issue in the area, and that it only affected the homeless.
foster new partnerships with several local vendors and publications, who in turn donated services/materials to
3.
Strategy
execute the production of the truck wraps, quick-screens,
To realize its capital goals, AFFB needed to focus first on
PSA and ad space. In the first month of its new campaign,
creating awareness for the organization and that hunger is a
AFFB raised more money in donations than in the entire
real issue in the local community—especially affecting the
previous year.
His medication says take with food.
Too bad he can’t afford both. Too many elderly people in our community face a daily choice of paying for food or paying for medicine. Nobody should have to make that kind of decision. At All Faiths Food Bank, our Seniors Brown Bag Program and Senior Food Assistance Program help to get food to those in need in Sarasota and DeSoto counties. Help us help the greatest generation. Donate time, money or food.
allfaithsfoodbank.org 941.379.6333
4.
Case Study - Kanaya
Kanaya
Attracts the Health-Conscious and Sells like Rice Cakes Situation
Results
The developer for Kanaya, a luxury downtown condominium
The advertising and public relations campaigns helped
development featuring an ecologically friendly and healthy
Kanaya to achieve nearly double the initial sales goal with
construction and design, asked Clarke to build awareness
60 percent sold. Kanaya was featured in every major print
of Kanaya’s unique benefits and drive qualified traffic to the
media outlet in the Sarasota/Bradenton area with well over
sales center and sales team. The goal was to sell about
one million impressions in the four-month period.
one-third of the residences in four months. Strategy After focus group research, the agency developed a new logo and tagline, “live well balanced,” along with a myriad of other marketing materials, including a sales brochure, website, post cards, e-blasts, sales center signage and print and broadcast advertising. This fully-integrated campaign ran in conjunction with public relations efforts that pitched feature stories to city magazines and area special-interest publications.
5.
6.
Case Study - Tervis Tumbler
Tervis Tumbler
A Brand Relaunch Works Like Magic Situation
Results
Tervis Tumbler had long enjoyed a leading brand presence,
By the third month of the campaign, sales were up
but when their patent expired, generic imports began to
30 percent over the same month of the previous year,
saturate the market and undercut their price. Research
bringing year-to-date sales up 12 percent over the prior
revealed that Tervis’ brand leadership was eroding, their
year. Trade and consumer news stories totaled nearly 1.4
loyal customer base was growing older and their audiences
million impressions in the first six months of the campaign,
were not considering the Tumbler’s unique qualities such
including a highlight in the New York Times holiday gift
as its unparalleled insulating properties, unconditional
guide.
lifetime guarantee and designs based on exclusive licensing agreements. Clarke proposed a brand repositioning to build awareness of the Tumbler’s unique benefits and reverse the downward trend. Strategy A retro creative style was developed to honor the brand’s heritage while appealing to younger audiences. A new positioning line, “Works Like Magic,” drew attention to the functionality and quality of the product. This new brand identity was reflected in all marketing communications materials.
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