"You're Responsible" Integrated Campaign
The “You’re Responsible” campaign was designed to help enhance Priority Publications’ corporate image while targeting an audience of marketers who were broadly defined as supporting socially responsible values.
The campaign introduced Priority’s environmentally responsible printing options and offered a contest and social media white paper. The branded message and images were used on the company’s homepage, two flapped postcard mailings, e-mail newsletters and download pages.
Responsibilities: Concept
Campaign management
Copywriting
"Get Personal" Rebranding Campaign
In 2008, Priority Publications in Edina embarked upon a rebranding campaign to expand its image following the purchase of a Web development company. The new brand identity would represent the company as a more full-service marketing agency, with an emphasis on both publishing and interactive capabilities. After a process that included research, interviews, a SWOT analysis and many hours of strategizing by the leadership team, the new brand identity was developed incorporating core competencies, value proposition, key messages, attributes and more.
A rebranding task force then took on an ambitious makeover of all online and offline communications and literature. First, a new logo was designed that dropped “Publications,” yet retained the Priority legacy with a forward-looking design twist. Next, a “Get Personal” theme was brought to life through block handwritten typography, guidelines for photo selection and cropping to reflect an intimate point of view, business cards with the employee’s unique initials, and capabilities “flash cards” that allow for greater customization to a prospect’s needs. Other rebranding efforts included a completely new Web site, redesigned e-mail newsletter, building signage and tradeshow display.
After only four months, on the targeted date, the site went live and the new brand was rolled out through e-mail blasts, letters from the CEO and press releases, with a special “Make Them a Priority” cause marketing promotion in partnership with the United Way.
Responsibilities: Rebranding task force leadership
All copy, including capabilities flash cards,
32-page brand guidelines, product information
sheets, e-mails and press releases
Corporate identity oversight and continuity
Web site architecture and content