FPO Test Blog Article
SCOTTSDALE, AZ — In the shadows of Frank Lloyd Wright’s landmark spire in Scottsdale, Arizona, Agency|51 has recently been contracted to promote the craftsman-inspired expansion at SHOPCORE’S shopping center, The Promenade.
While the two-stage expansion of The Promenade is being wrapped up, Agency|51 will be wrapping the site with 1,100 feet of supergraphics to promote the new stores for 2017. To connect and engage with the educated and affluent market, Agency|51’s design strategy will convey an elevated and stylish spirit to complement the architecture and craftsmanship of the center. The design will showcase some of the popular new tenants, including Blaze Pizza, Modern Market, Pacific Dental, and more.
SHOPCORE is a national owner and operator of shopping centers, and has partnered with Agency|51 on retail wayfinding and campaign for a recent expansion and renovation project at Exeter Commons in Pennsylvania.
EXETER TOWNSHIP, PA — How do you get twice the bang for your marketing bucks? Agency|51 was selected as the firm to help design a shopping center initiative based on a “prevent & promote” strategy. And it’s a unique solution shoppers, tenants and local construction workers can all DIG!
DIG THE COMMONS! is Agency|51’s new promotion for SHOPCORE — a national owner and operator of shopping centers. Exeter Commons, a SHOPCORE location, was on the verge of a major parking lot enhancement, and Agency|51 created a dynamic wayfinding system, and ongoing communications, to help prevent shopper and tenant disruption, and also promote greater awareness of the shopping center experience. The DIG THE COMMONS! campaign educated shoppers and tenants about the renovation being performed, and also created a complementary thematic anthem to reconnect with shoppers about all the retail options at the Commons. DIG THE COMMONS! integrated multiple channels, including on-site supergraphics, wayfinding, environmental graphics, digital/online art, and social media strategies.
The full-scale effort is part of SHOPCORE’S additional operational support of a variety of hosted programs, giveaways, special events and property-wide sales as part of the DIG THE COMMONS! campaign.
According to a report from CNBC, nearly 25% of customers are looking to leave their bank. For Stanford Federal Credit Union — a financial institution in Palo Alto since 1959 — the timing for growth was perfect. And after a deep agency search, Agency|51 Advertising was selected for the firm’s big brand understanding, and extensive banking knowledge — especially with credit unions looking to boost membership.
From the overarching brand message, brand essence, logo and tagline, as well as multiple internal and external launch strategies. According to Tony Serna, VP Creative for Agency|51, “This milestone takes a thorough 360-degree approach that will ‘build an everlasting, authentic brand’ for the market, and help ‘create a unified service culture’ for the entire staff and team. We put all aspect of our brand and messaging on trial for its life.”
With the public sentiment on inferior banking, Agency|51 knew this was the ideal “time and tone”, and delivered a brand that allowed consumers to “BANK LESS” from a credit union that will “STAND FOR MORE”.
Studies, surveys, focus groups and analysis influenced and inspired the foundation for the most relevant and engaging message strategy. And from the beginning of the branding process, Agency|51’s goal was to define the difference between a transactional institution and a transformational institution — with Stanford FCU being the latter. Stanford FCU is a major part of the legacy and tradition of Palo Alto — not only with the association with Stanford University, but also the strong bonds with leading companies in the area like Google, Facebook, Genentech, Tesla and more.
People in the community have a tradition of being untraditional, and Stanford FCU is right there, too. Agency|51’s collaboration with the forward-thinking marketing team at Stanford FCU led to the promise that consumers can “bank less” and “do more” — because of mobile banking and other convenience that allow for more time for family, careers … life. Plus the double-meaning of “bank less” — to be without a bank — opened the dialogue and education about a “credit union.” Being a not-for-profit ensured greater value for consumers since profits are returned to credit union members, not bank stockholders. Agency|51 focused on the benefit of these features, communicating how members can “do more” with the money and in their lives.
On top of the banking benefits, Stanford FCU is a major contributor to the community of Palo Alto — recently receiving the top honor from the Chamber of Commerce as the leading corporate neighbor. This all added up to a spot-on brand message strategy — one that would stand for benefits beyond banking.
According to Scott Muscarella, Managing Partner of Agency|51, “Our goal with our clients is to maximize this process and reach beyond building a brand; let’s create a culture so every employee can contribute, and the entire community can engage with.”
For more information about this brand experience, or strategies to create yours, contact Scott.M@adAgency51.com.
How do you channel tragedy into charity? With the power and perseverance of Melinda Conklin. She lost her husband to colorectal cancer at age 43, and found the strength to start Hitting Cancer Below the Belt (HCB2). And along the way, she connected with Agency|51 Advertising, and the storytelling, and charity-raising, began to help fight the second deadliest cancer in America. At Agency|51, we have a history of being socially conscious and giving back through our clients’ charitable efforts without impacting their bottom line. Every dollar matters to charities, and so does every idea, and we’re very proud to do our part.
To help spread the word, Agency|51 enhanced HCB2’s foundation with strategic direction, a sleek new logo, cause-marketing campaigns — including the boxer Brief Battle 5k, and renowned Dazzling Denim Art Show & Auction — and the relaunching of the organization’s Facebook page to fully engage the social community. The result was an elevation of the marketing, a climb in donations, and a rise in awareness to help save lives.
Most people know May 5 as Cinco de Mayo. But this year, thousands discovered a new reason to celebrate — National Hoagie Day.
The goal was to make the holiday officially Primo. On May 5, every PrimoHoagies location rewarded free hoagies to its first 100 customers. With nearly 100 locations from New Jersey to Florida, that totaled nearly 10,000 free hoagies! And to keep the celebration going, they offered $5 hoagies all day long.
With help from Agency|51, PrimoHoagies spread the word through PR, radio, e-blasts and most noticeably via social media. By May 5, the PrimoHoagies Facebook page saw a 10% increase in page “likes” and nearly a 322% increase in engagement. That means over 27,000 people actively “liked,” commented, and shared the National Hoagie Day boosted posts in anticipation for the big day.
As soon as PrimoHoagies opened their doors on May 5, the response across the nation was overwhelming. Even with additional ingredients on hand, many stores sold out of PrimoHoagies’ original seeded bread within hours. Not surprisingly, May 5, 2014 became the BIGGEST day in Primo history. The PrimoHoagies team made over 47,000 hoagies — each sliced to order with gourmet Thumann meats and cheese. In fact, Agency|51 created so much buzz and momentum that the following day was the biggest Tuesday in Primo history as well!
“Who better to celebrate and completely dominate National Hoagie Day than PrimoHoagies?” said Agency|51’s Executive Creative Director Tony Serna. “For over 25 years, they’ve perfected the authentic flavor of South Philly. Their dedication to the product runs so deep that they treat every day like National Hoagie Day.”
For more info about this story or to let us help create yours, contact Scott.M@adAgency51.com.