TABLE OF CONTENTS 180 MARKETING
CUSTOM MUSIC
6 8 20 32 34 36 38 40 42 THOUGHTS FROM LUC COURTOIS
TRANSFORM FLEET
THE PEN CENTRE
SAINT COSMETICS
180’S NEWEST SERVICES
VINTAGE HOTELS
180’S RECENT WORKS
FOUR BROTHERS CUCINA
BHH BENEFITS
Cover photo by Michal Pasco, 180 Marketing | Model Tracy
If you haven’t heard about the newest offering on 180’s growing list of value-added services, well here it is: announcing 180 Sound!
Editorial Director Luc Courtois
Senior Editors Complete custom audio sound tracks tailored and mixed to fit the mood, feel, and overall production of your video. Not only will your video look great, it’ll sound great too. Music makes the mood. Best of all it’s royalty free, and produced just for you!
Jim Kalogerakos Eric Mills
Editors
Lisa deSousa Stefani Ralph
Production Director Dyna Teal
Creative Supervisor Rob Mather
Director of Photography Michal Pasco
Graphic Designers Oli Altuna Kayla Labatte
Published by 180 MARKETING 330 Vansickle Rd., Unit 10 St. Catharines, ON, L2S 0B4
t. 905.687.3371 Please direct questions, ideas or concerns to info@do180.com
Contributors
Peter Guzda Talwinder Singh
www.do180.com
THOUGHTS FROM
LUC COURTOIS President
We are dedicated to assisting our clients with their businesses. We strive to help them stay competitive in their marketplaces, top-of-mind with customers and relevant in today’s day and age. Where we fall short is helping ourselves. I think that’s true of most marketing firms, and businesses overall. We’re so focused on keeping our clients happy that we rarely stop and take a look at our own marketing efforts. But over the last few years we’ve begun changing this. As you know, we publish our 180 magazine as often as we can. We also redevelop our website every few years, to adopt the latest practices and standards, and to freshen things up. Our latest has just been launched! Have a look at the new do180.com. We’re proud to be among the first in Niagara to have built custom online content management systems for websites, developed mobile and tablets apps and even produced an online television network. Now with the rise of social media and its importance in the marketing mix, we have expanded our service offerings and broadened our team to include experts in social media marketing, along with public relations, event planning and even media training. Lastly, we now offer our clients custom music scores for their videos. We look forward to the challenges and opportunities the future holds in promoting our clients and to our continued mutual growth.
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CASE STUDY
THE PEN CENTRE
Meli Andrade
Niagara’s Largest Indoor Shopping Destination
Objectives: To mitigate the initial and possibly prolonged loss of market share to the new ‘Outlet Collection at Niagara’; a $200 million factory outlet development featuring over 100 retailers and brands opening less than a 10 minute drive from the Pen Centre.
Strategic Approach: In order to combat new competition along with cross-border shopping and leverage a price driven market, 180 developed a marketing strategy that utilized social media, app development, a new web series, PR outreach, traditional advertising, SMS campaigns and a customer reward promotion. By ensuring that the Pen Centre stayed top of mind with consumers, we helped retain foot traffic and sales after the outlet opening. We also reminded consumers that the Pen Centre is Niagara’s Largest Indoor Shopping Destination.
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Cityline Fashion Expert Lynn Spence
Star Jackman
THE PEN CENTRE
BRAND REFRESH Tactic #1
180 Marketing developed the mall’s now ubiquitous tagline Shop Smart, calling out the centre’s unique advantages: 180 stores* and services, with national brands, all under one roof. Visuals were kept modern yet impactful.
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* “180” stores... coincidence? Yes. But maybe a bit of karma too.
THE PEN CENTRE
TRADITIONAL ADVERTISING Tactic #2
For each advertising avenue, we crafted strong messaging tailored to speak to that particular target audience. To stand out from the clutter, we paired striking visuals and messaging that resonated with readers.
OUR TWEETS EARN 26.3K IMPRESSIONS ON AVERAGE PER MONTH
THE PEN CENTRE
OWNING THE SOCIAL MEDIA SPHERE Tactic #3
To position The Pen Centre as Niagara’s fashion authority and to deliver relevant content to our fan base, we introduced distinct Facebook channels with targeted demographics and content. The Facebook Community Page General community hub Target local residents 20 + The Pen Centre Deals Page Target budget conscious locals interested in saving money on great fashions and products The Pen Centre Trends Page Focus on fashion, trends, tips, and in-mall shopping events Target 20 + 55 women Twitter Communication on fashion tips, in-mall news/events, and retailer deals in real time
OUR FACEBOOK FAN BASE HAS GROWN BY OVER 6,500 TO 31,541 LIKES
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THE PEN CENTRE
DOMINATING THE 3RD S C R E E N Tactic #4
Tapping into a previously unexplored channel, we explored methods of reaching the technology savvy customer by developing three tactics targeting smart phone and tablet owners. Savvy Saver App To curtail cross border shopping and reach the price driven consumer, 180 developed and launched The Pen Centre’s Savvy Saver Smart Phone app in time for Black Friday. The app received 2,000 downloads in a matter of days. Style on the Go Tablet App A rich media and interactive tablet publication featuring content on the latest fashions, trends, hair and make-up tips, mall events, and more. Photo galleries and videos offer engaging content targeting innovators and early adopters. Text Messaging Campaigns The number one use of mobile phones today is texting, not talking. 24/7 delivery within seconds, 97% of text messages are read almost instantly. With this in mind, we integrated several SMS campaigns into our strategy. This method of targeted, permission-based, context-driven marketing has been proven to yield great results.
THE PEN CENTRE
AN ONLINE TV NETWORK WAS BORN Tactic #5
The Pen Centre demographic ranges from teens to seniors, males and females, fashion conscious to deal hunters. Identifying a need to provide relevant video content to these various consumer groups, we introduced an online television network featuring two distinct series.
StyleTV with Meli & Star We ran a cross-region talent search via our social media channels looking for two youthful and dynamic hosts with passions for fashion, the latest trends, pop culture and their local community. We selected Meli & Star, two vibrant and fun hosts with strong on-camera appeal.
Fashion Intervention with Lynn Spence Targeting our mature audience we partnered with Cityline fashion expert Lynn Spence to develop a makeover series entitled Fashion Intervention. Local Niagara residents submitted photos or a short video of their fashion faux pas for a chance to win a free makeover. The contest was run across all social media platforms.
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SAINT COSMETICS An all-natural cosmetics line proudly made in Canada
Objectives: Marydel Group, a well-established real estate developer approached 180 Marketing about branching out their business by launching an allnatural, Canadian-made cosmetics line. It was an exciting opportunity, working closely with the client and the manufacturer to develop a brand from the ground up. Strategic Approach: The first step was to conduct market research in order to determine the target demographic and their beauty wants. From there, we tailored the brand look and messaging to speak to them. We launched an e-commerce website while building a social media fan base, a cost effective advertising medium. With the brand firmly established online, we coordinated an official product launch party attended by top tier media and industry influencers.
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SAINT COSMETICS
BRAND DEVELOPMENT Tactic #1
180 Marketing consulted and advised on the overall brand positioning and complete Saint Cosmetics product line. First we had to identify and understand our potential consumers. In order to gain insight we conducted extensive market research on consumer lifestyles and product consumption, ensuring that we were offering the right product with the right message. From logo to product packaging design, company slogan and individual product naming of the 144 SKUs, we ensured there was cohesive messaging and branding throughout. The brand image is one of flair and fun, with clever wordplays on the “naughty vs. nice” theme.
OUR 5 FAVOURITE COLOUR NAMES: CARDINAL SIN RED HOT N’ HORNY CHEEKY CHERUB PEACH-ING TO THE CHOIR GLUTTON FOR PUNISH-MINT
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SAINT COSMETICS
PHOTOGRAPHY & VIDEO Tactic #2
To compete in a category where branding and packaging absolutely must be highly-polished, we captured stunning product photography and produced a memorable series of teaser videos unveiling the brand to the marketplace. Visually, this positioned Saint Cosmetics as a Canadian made, all-natural luxury product but with an affordable price point. From there we developed a YouTube series titled the Saint Cosmetics Make-Up Studio, offering viewers easy to follow video tutorials on how to achieve seasonal make-up looks and trends, establishing Saint Cosmetics as a beauty authority.
SHOP TODAY AT
SAINTCOSMETICS.CA Tactic #3
Once the product was manufactured we were ready to officially launch the line to the marketplace. 180 Marketing built a customized e-commerce website with easy navigation, great design, clear product details, mobile/tablet friendly, and SEO optimized – ultimately driving traffic and sales.
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SAINT COSMETICS
MAKING FRIENDS & CUSTOMERS ONLINE Tactic #4
Lacking the luxury of a national advertising budget, a comprehensive social media strategy was a key initiative for reaching the marketplace. We started with a one-week fan acquisition campaign on Facebook and Twitter. Our objective was to double Facebook Likes, increase engagement with fans, and drive traffic to the website through creative content, GEO targeted Facebook ads and contesting. With a minimal investment of $115 we generated phenomenal results and laid the foundation for a long-term social media strategy.
RESULTS Grew Facebook following from 81 likes to 324 within one week – a 400% increase. Engagement with followers grew 750%. • Media request from beauty bloggers • Customer requests • Wholesale requests
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SAINT COSMETICS
THE REVEAL Tactic #5
180 Marketing spearheaded the entire official product launch party for Saint Cosmetics: selecting the venue, curating and managing the guest list, space design, media training for company spokesperson, developing an unconventional press kit, securing top industry movers and shakers as well top-tier media from all major outlets. The launch was held downtown Toronto at Andrew Richard Designs. Guests were treated to culinary creations by renowned Chef Toben Kochman as well as offered make-up applications by professional make-up artists at the Saint Cosmetics Sinfully Natural Beauty Bar.
180’S NEWEST SERVICES If you haven’t heard about the newest offerings on 180’s growing list of value-added services, well here it is! These new services complement and enhance our current offerings and ensure a fully integrated Marketing Communications Strategy for our clients.
Ask us how your business can benefit from these services
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BHH BENEFITS 180 Offers Better Benefits Marketing to Canada’s Top 1% Elite Advisor
Objectives: BHH Benefits competes in an industry where group benefit programs have become commoditized, with little perceived differentiation from one advisor to another. Businesses tend to stick with their current benefits advisor, seeing little value in switching. So how do you differentiate, get the meeting, break existing relationships with a longstanding advisor and get the business? Strategic Approach: BHH’s strength is that it truly has a point of differentiation. With years of expertise and experience, it is a Top 1% Elite Advisor, with superb insight into breakthrough product innovations by carriers that few benefit advisors know about or share with their clients. 180’s job was to communicate this advantage. What are the objections to the sales pitch? That’s what we asked, answered and tackled first. 180 engineered a 3-step direct mail campaign that spoke directly to these objections. The creative was designed around a buried treasure theme, serving as a metaphor for the product innovations few advisors know about. We targeted HR and benefits managers with attention-grabbing, hand illustrated pop-up
collateral. Short impactful copy spoke directly to the objections and suggested that advisors are often in the dark about industry innovations. Follow-up pieces were sent if the first drop didn’t get the meeting. It almost always did. A parallax website complemented the creative and messaging of the direct mail campaign. The deal closer once a meeting was secured was the Benefits Discovered magazine, a 20 page magazine that examined the objections deeper and shared “nuggets” of insight: areas for plan improvements, cost savings, etc. The magazine was designed to deliver on a bold First Meeting Promise: We’ll deliver more value and insights during our first meeting than your current advisor has delivered all year. Results: The direct mail campaign was a 3-step process. The client rarely needs to send the second follow-up piece since the first drop gets the meeting. Mission accomplished! BHH clients and prospects love the magazine, which was reprinted 4 times in 2014 because of its success in educating prospects and closing the deal.
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TRANSFORM VAN & TRUCK OUTFITTING
TRANSFORM FLEET The Inside Outfitters
Objectives: After 10 years of rapid growth and success in the premium commercial vehicle equipment industry, Transform Fleet recognized a need to revamp and modernize its corporate identity and begin using the web more effectively as a prospecting and sales tool. Strategic Approach: 180 developed a clever and effective representation of the visual brand. Morphing a simple line drawing into a complex and detailed drawing of a cheetah symbolizes Transform Fleet’s ability to transform stock OEM vehicles into customized, highly functional and efficient commercial work vehicle systems. Print collateral consistently incorporates this identity and visual brand. A new website clearly communicates the new value proposition and quickly qualifies the visitor by industry or vehicle type. The key is directing the busy decision-maker to relevant information that includes OEM product catalogues and rich image galleries. SEO and onpage content optimization was also performed. Results: One happy customer! Staff, suppliers and current customers are raving about the new identity, collateral and easy to use website. Traffic and qualified leads have doubled. New clients include fleet buyers for major utilities, police, fire and emergency services, a lucrative base for loyal and repeat customers.
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FOUR BROTHERS CUCINA Truly Authentic Italian
Objectives: Four Brothers Restaurant, a staple in the Niagara Falls tourist district, recently celebrated its 50th anniversary – testament to years of success, but also an opportunity to refresh the business for the future. The restaurant underwent an extensive interior and exterior renovation to modernize the space and appeal to the changing tastes of tourists and locals alike. A major overhaul of the visual brand, including the restaurant’s very name was envisioned to accompany this physical transformation. Strategic Approach: 180 designed a new logo befitting of the renovation about to take place. We ensured the new restaurant name and brand design maintained the history, heritage, rich Italian traditions and the family name. These were 50 year-old assets that needed to be not only preserved but leveraged. Building upon the new identity, 180 developed the exterior signage, a new responsive website, new menus and print ads. New photography of the interior, exterior and mouth-watering food shots provide the visual assets needed for the new print and digital communications. Results: Yummy! Patrons are eating up the transformation ‌and the food! Walk-in traffic and reservations are increasing, and so are the waist lines of returning customers.
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CAPTURING THE ELEGANCE & BEAUTY OF HISTORICAL LUXURY HOTELS
VINTAGE HOTELS The Standard of Modern Luxury & Hospitality
Objectives: Leveraging our impressive portfolio and track record for capturing stunning imagery, Vintage Hotels reached out to 180 Marketing to create images that captured the essence of their various properties for use in advertising and online. Strategic Approach: Our goal was to capture the timeless beauty, personality and charm of the historic detailing, while adding a modern touch to the elegant historic magnificence that is Vintage Hotels. Capturing the exquisite grandeur of the Vintage properties was a sheer joy. Results: A plethora of exquisite imagery for client to use for promotional purposes.
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180’S RECENT WORKS
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