impressions case histories

C a S E S T U D I E S

WHQ I N C

WHQ I N C

Challenge

Develop an identity that pulls together a widely diverse membership and accurately represents the eclectic mix of activities, attractions and culture represented by the Centre County Convention and Visitors Bureau.

Solution

Create a brand with a fun, playful feel that represents the scope of activities available in the region and begin to segment the membership based on activity vs. the previous segmentation of geographic area. This positioning created a unity among the various regions represented and gave the visitor a better under-standing of what is offered in Centre County.

Centre Country CVBVisitor’s Magazine

WHQ I N C

BEFORE

Branding • Marketing • Professional Development • Interactive • Advertising

Strategy

After reviewing membership surveys and extensive discussions with the client, we repositioned the Convention and Visitors Bureau by supplying a new name; Central Pennsylvania Convention and Visitors Bureau. This provided a better description of the county’s location and addressed the membership’s concerns that Penn State Country was an inaccurate portrayal of the entire county.

Next, Impressions developed a mark and positioning statement that highlights, what we considered, three distinct attributes of the county: metropolitan/historical attractions (culture, shopping and entertainment); the recogition as the home of Penn State University; and the vast number of outdoor activities for which the area is world-renowned. A three-paneled, colorful and playful approach was approved using a building, a lion’s paw and a leaf to depict these three elements. A positioning statement of “Tour Roar. Explore...more!” was settled upon and received with an overwhelmingly positive response from the client, membership and the Visitors Bureau contacts.

We also repositioned the Visitors Guide to a magazine style format to make it more user-friendly. We renamed it Guest: A Magazine Guide for Visitors and highlighted top interest stories in each category. Internally, the guide was then segmented by color coding the pages to correspond with the three key areas of the brand, allowing the visitor to consider all of Centre County based upon what they’d like to do.

The new look and feel was then consistently carried out in various communications, including stationery suite, notepads, ads, membership window clings and trade show graphics.

Centre Country CVBVisitor’s Magazine

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After


Trade Show diSplay and GraphicSSupplied all GraphicS and Modular 10’ diSplay

cenTre counTy convenTion & viSiTorS Bureau weBSiTe

Centre Country CVBWebsite & Trade Show DisplayStrategy

As stated earlier, Impressions developed a mark and positioning statement that highlights, what we considered, three distinct attributes of the county: metropolitan/historical attractions (culture, shopping and entertainment); the recognition as the home of Penn State University; and the vast number of outdoor activities for which the area is world renowned.

A three-paneled, colorful and playful approach was approved using a building, a lion’s paw and a leaf to depict these three elements. With this identity development, it was important that a brand be developed that had consistency across the board.

Impressions was called upon to help with various elements to achieve this goal, one of which, a trade show booth. This 10’ curve unit was adorned with graphic panels that continued the fun, colorful approach of the new identity. The Bureau attends many trade shows throughout the year, with varying audiences. To address this, Impressions developed three different vertical graphic panels that could be switched out as per the attending audience. The ac-companying horizontal graphic would be the constant that shows the various sites, attractions and events through-out the county. The above sample shows the graphic that was targeted to the motor coach industry.

Impressions was called upon to re-design the facade of the CCCVB website as well. Acting as their brand police, we developed a new template for their current site to be worked into. This way, their current site’s functionality remained the same, while the new “face” or brand of the CCCVB would remain consistent across all marketing communications.

Audience-specific, Meetings and Conventions HandoutStrategy

This handout was developed to aid trade show staff in manning their booth. When interested parties approach the booth, the Visitor’s Bureau staff member could use this piece to showcase information as opposed to xeroxed copies. By designing a quality, professionally printed piece we were able to reinforce the brand, as well as give a better overall impression of the area and the bureau itself.

Motorcoach Information Sheet Strategy

This sheet was developed as a reference aid for motor coach tour planners. The piece highlights the three county attribute categories and lists attractions under each. The back side chronologically lists the various special events in the area as well. The piece was developed as a tabbed sheet, after learning the common storage of materials of this nature by the target audience was in reference binders and/or file folders.

Audience-specific Advertising Strategy

After the brand development process, we addressed the need to advertise to the meetings and convention planner target. With the new look more solidified, we developed various messages with a continuity in design to better seed the brand in the mind of this audience. Now when they come in contact with the Central Pennsylvania Convention and Visitors Bureau brand, it is consistent from trade show, to publication advertising to collateral materials.

After a few years of the brand gaining recognition and going from 13,000 inquiries a year to over 30,000 inquiries a year, we have decided to embark on a different campaign. In this sample, we are targeting the meeting and con-vention planners and letting them know that their search for the right venue is over, that it is all here in Central PA! We play on a common reference to the area of “Happy Valley” and give the target instructions on how to do the “Happy Dance”. This approach is very unique to the industry and definitely gets noticed in meeting planner publications where the various visitors bureaus all commonly show small pictures of areas of interest within their region.

WHQ I N C

BEFORE


Challenge

4 Waffle Shop locations; 2 sold, including the name. Our goal: re-brand the 2 that remained with the founder and distinguish them with a more modern, updated look.

Solution

Position the 2 founder-owned locations as the “Original” Waffle Shop and create a brand that is reflective of their heritage as well as one that encompasses the founder’s vision for the future.

The Original Waffle Shop

Strategy

After surveying over 100 customers, Impressions learned how customers really felt about The Waffle Shop; what they loved and even things they would like changed. With this Account Plannin information, we were armed to properly rename, re-brand and position this local (as well as a nationally known restaurant due to it being a tradition amongst Pennsylvania State University graduates) favorite for breakfast, brunch and lunch.

Coupling customer feedback with the ideals of the owner, it was decided that venturing away from the equity in The Waffle Shop (that has been established since 1972) was probably not the best idea. So to make it known that two locations are owned by the business’ founder...we added “Original” to the name and supported exterior signage with West and North to further draw a line between the two restaurants that were sold. Impressions also developed a positioning that has become the mantra of the establishment and a promise to all customers, “Fresh, Fast and Fun...every day!”

Once the name was established and the brand developed, the next task was a complete re-design of the primary interactive piece with clientele: the menu. This included a photo shoot of menu favorites to create appetite appeal, which were then mixed “paparazzi-style” with the illustrative design of the brand to create a visually appealing and gastronomically enticing menu.

In addition to the branding and design of all printed materials, Impressions acted as the “brand police” and design consultant on the interior and exterior of the two newly renovated locations. From flooring to paint and building materials, Impressions helped guide the Original Waffle Shop decisions in order to create a more cohesive brand experience.

Impressions was also called upon to begin the internal branding and education process with the Original Waffle Shop employees. This included a new hire information packet, appearance guidelines, as well as a training session prior to the reopening of the renovated locations. Ongoing promotions and internal marketing, as well as employee incentive programs are under development.

Challenge

“Upgrade” the Zanfel brand. Recognize that Zanfel does have recognition, but create a more polished look to equate premium price point with product appearance. In addition, develop a cohesive marketing message that addresses specific target audiences.

Solution

Create a modernized identity that maintained brand equity and redesign package and messaging to capture consumer attention and satisfy retail marketing parameters and objectives. Create a modernized identity that maintained brand equity and redesign package and messaging to capture consumer attention and satisfy retail marketing parameters and objectives.

Zanfel 30 secondPoison ivy cream

WHQ I N C


Strategy

Identify the need for different messaging based on audience; independent pharmacists, retail pharmacists and consumers. A communications strategy was developed for each market that incorporated our newly created brand. This began with a new, high-end box design that utilized a foil printing stock as a unique way to make the product stand out from its competition on drug store shelves.Along with packaging, other printed materials for sales and distribution were developed based on their au dience. Audiences were targeted through multiple communications; direct mail, trade shows, point-of purchase displays, marketing kits, etc. All pieces held the same look and feel, which demonstrated the product’s fast-acting stages of relief. A real-life case study visually depicting the extraordinary results of the product highlighted its effectiveness and was well-received by all targets. As a result, Zanfel has soared to the top of its category.

WHQ I N C


Challenge

Take a commodity (plastic pallets) and make it stand out from the crowd. Create a look and feel that portrays the young, progressive, but professional company that Granville is. Also, address current misconceptions of the quality of recycled materials.The concept must be able to expand across all areas of marketing plastic pallets and custom made plastics, whether it’s trade show, web site, printed material, etc.

Solution

In true Marvel Comic style where the unsuspecting John Doe is transformed into a superhero who saves the day...so it was with Granville. Impressions positioned Granville as the super hero of the materialhandling industry. In the process, we segmented their products based on usage and created a superhero for each line.

Granville Composite Products

Strategy

In order to overcome the misconceptions of recycled plastics, we branded their proprietary process as“ToughPrest”. This served to educate the consumer on the benefits of thermokinetic molding in conjunction with the use of recycled materials. Impressions developed Granville’s overall capabilities piece as well as Trade Show display and graphics that provided a consistent and creative look and successfully addressed their desire to stand out from their competitors.

WHQ I N C


Challenge

Take a commodity (plastic pallets) and make it stand out from the crowd. Create a look and feel that portrays the young, progressive, but professional company that Granville is. Also, address current misconceptions of the quality of recycled materials.The concept must be able to expand across all areas of marketing plastic pallets and custom made plastics, whether it’s trade show, web site, printed material, etc.

Solution

In true Marvel Comic style where the unsuspecting John Doe is transformed into a superhero who saves the day...so it was with Granville. Impressions positioned Granville as the super hero of the material handling industry. In the process, we segmented their products based on usage and created a superhero for each line.

Granville Composite Products

Strategy

In order to overcome the misconceptions of recycled plastics, we branded their proprietary process as“ToughPrest”. This served to educate the consumer on the benefits of thermokinetic molding in conjunction with the use of recycled materials. Impressions developed Granville’s overall capabilities piece as well as Trade Show display and graphics that provided a consistent and creative look and successfully addressed their desire to stand out from their competitors.

Challenge

Take an existing product and rebrand and reposition it to better match the quality and function of a revolutionary bandage for wound care.

Challenge

Rename the product and create a higher perceived value with a new, professional image.

AciesHealth Product Rebranding and Repositioning

Strategy

A comprehensive product brochure was developed to arm a national sales team and product distributors who would be responsible for educating the industry on the unique attributes of SensiplexCRL. Delving further into industry lingo, we discovered that the term “teasing” is used for when nurses try to remove a dressing that is stuck to the wound. By utilizing large amounts of saline solution they try to soak the dressing and slowly

“tease” it off. This takes time, damages tissue and causes pain. The creative headline on the front of the product brochure takes an emotional concept and applies it to the wound healing industry. The design of the piece itself creates a connection between the SensiplexCRL product by utilizing a transparent sheet and creating various layers to the brochure. The inside headline continues to bring our audience into the piece and speak to their issues…separate healing from hurt.

Sensiplex CRL Brochure

A dressed wound could not be seen...until now!

TM

AciesHealth, Inc.103 South Spring StreetBellefonte, PA 16823

P: 814.353.3141F: 814.353.3165

[email protected]

A product brought to you by

ACI0401C SensiPlexCap 3/30/05 4:36 PM Page 1

WHQ I N C


Strategy

A name like BreakAway doesn’t give you that comforting feeling when you’re talking about a dressing designed specifically for severe burns and wounds. It conjures up images of bracing yourself for the intense pain you know is about to follow with the removal of the bandage. Precisely the reason for the brand development and renaming of this revolutionary wound dressing that incorporates a releasable layer that won’t stick to a wound or cause damage to fragile, healing tissue. Impressions created a brandable name, SensiplexCRL (CRL meaning contact release layer, which is a common signifier of the genre of bandage this revolutionary product falls under) that conveys a message about the integral features of this wound dressing. The product’s design was specifically developed to minimize pain and facilitate a faster healing process. The positioning statement of “releasable wound shear protection” uses language familiar to physicians and nurses who specialize in burn and wound healing. The use of the ex at the end of the name is reminiscent of Rx, a recognizable mark that distinguishes a product from other off-the shelf offerings. It infers a higher level of quality. The icon that sits to the left of the name provides a graphic tie to the characteristics of the dressing itself, showing multiple layers and the patented sheer layer.

WHQ I N C


Strategy

This brochure was designed as part of a specific marketing initiative directed at cardiac and diabetic patients. Starting from a platform of the proactive approach that they have addressed their health issues, the interior of the brochure encourages them to go one step further and manage their health information. Supporting copy is centered around the particular issues for both groups. A tear-off application is included.

Medic-Alert®

Beyond the bracelet brochure

Strategy

This benefit package was designed to dovetail with business development efforts in a new category for MedicAlert®. The package consisted of a comprehensive marketing collateral outlining the details of the program while building upon the MedicAlert® difference. Employee handouts and group enrollment applications were created and incorporated into the finished package. All messaging and content was directed to the needs of the intended audience –business owners or high level management staff; the decision makers.

WHQ I N C


State of b•ing CampaignBoyer Refrigeration provides heating and air conditioning services in the Central Pennsylvania region and are relatively new to Centre County. Needing to maintain the existing Boyer brand, Impressions developed the State of b•ing Campaign to build brand awareness and gain local market share.

Capitalizing on the ‘b’ in the Boyer logo, we created a campaign that touches on various emotional connections with Boyer’s target audience. These proactive messages to perspective customers center around their comfort, which directly corresponds to Boyer Refrigeration’s services.

Calls to action like: b•warm; b•cool; b•cozy; b•wise and b•worry free, to name a few, became the spring board for a variety of executions designed to capture the attention of our audience and move them to action.

WHQ I N C


date

time

showing

where

Fri, Aug 13th

7:30pm, movie at dusk

Diary of a Wimpy Kid

Greenbriar/Saybrook Park

1386 Foxpointe Drive

State College, PA

We’re bringing the big screen to your backyard! You and your family are invited to our Movies Under the Stars Series. Come enjoy

“Diary of a Wimpy Kid” on our 21 foot screen. Pack a snack, grab a blanket, and get ready for a night of give-aways, free popcorn, sno cones, and family fun.

We’ll see you there,

The Boyer Team814-235 -1000

RSVP on our Facebook page and receive a free t-shirt at the event. For more information please visit:

goboyer.com

PAHIC : 004723

movies under the stars

Blankets and Blockbustersan outdoor movie night on Friday, August 13 presented by boyer

Thanks for ComingWe hope you enjoyed Boyer’s Movie Under the Stars. Please use this gift to make your way home safely. Visit our Facebook event page to see pictures from tonight! (Search: boyer refrigeration).-The Boyer Team

on your walk homeSafe

For more information on trade show graphics and displays 814-234-1378

Moon Brothers Landscaping

At a large venue Home Show, how can a 10’ booth space rival a large 20’ or bigger competitor booth that showcases full ponds, retaining walls and plants? Well, strip away the full ponds, retaining walls and plants! At Impressions, our goal is to make you stand outfrom your competitors, and what is the best way to do that? Do what they aren’t doing. At the State College Home Show, Moon BrothersLandscaping came to us with a need to outfit a 10’ foot booth space with a limited budget. Impressions created a simple image andmessage that centered around a core element of their business (and your yard), the visual of beautiful, lush, green grass. The goal forthis show was to create a display and coordinating marketing collaterals that could be used as handouts at the show as well as standalone sales literature afterwards.

To create a strong marketing message, Impressions drilled down to find the emotional connection and benefit for the client to utilizeMoon Brothers Landscaping. The true benefit of lawn care and maintenance service is increasing the time one has to do other things...allowing you to “Grow Your Free Time”. On the Landscape side of their business, by beautifying your home’s outdoor environment,you are creating a space that makes your yard more “liveable”...thus “Growing Your Living Room”. This message was applied acrossthree banner stands with attached literature holders that provided a large backdrop that highlighted the company, its services and the benefits to consumers. The sales sheets were available for people to pick up and the cohesive look and message allowed us toeducate the audience on the Moon Brothers difference – higher end lawn and landscaping services.

At the show (full show set-up not shown here) we also included a small counter made of exterior stone (a moon Brother’s product offering), as well as a book full of designs and examples of MBL work. In order to help create a memorable experience for their visitors,Impressions added a few extra twists to this booth space. Instead of using the show’s concrete floor or rental carpet, Impressions suggested utilizing sod as the floor surface. And, an even more creative addition was the use of a “scent machine”. Sense of smell is the most powerful of all the senses, and studies have proven it’s the sense with the strongest link to memory and emotion. Impressions capitalized on this knowledge when pumping the scent of fresh cut grass within the MBL booth space with a technology produced for trade show venues. Visitors could smell the booth from a good distance away and followed their noses directly to Moon BrothersLandscaping.

Banner Displays and Sales Sheets(Included all design/message development and production.)

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Moon brothers landscaping best western

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anteil calyx

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Boyer Refrigerationw w w . p r u o n t o s . c o m

Pruontos Hair Design Institute

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beyond looks

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Centre Country CVB

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gilmore’s restaurant

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Empire Communications

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Avail Technologies

Beer Belly’s Beverage Facebook

Beer Belly’s Beverage Facebook

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2330 Commercial Blvd Suite 600, State College pa814.234.1378 | 2impress.net | [email protected]

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