Every library needs a bright spot. DEMCO® was hoping to insert some colorful and unexpected fun and into its customers spaces with some new featured products.
The DEMCO® marketing team tasked us with creating a multi-channel campaign to feature their new, fun, colorful products. These products would have their own catalog, dedicated landing page on the company's website, and a feature in the annual trade show booth.
The concept behind this campaign was to highlight all of the fun and colorful products in unexpected ways. The first piece created was the printed mail piece. Its size was unexpected, the photography was shot in unique ways, and the color palette was very bold for the marketplace.
In conjunction with the direct mail piece hitting librarians' desks, the custom landing pages and email newsletters were being developed to be ready for the product launch. The look of these digital pieces had to emulate the print piece, without relying on the actual shape of the mailer to make it stand out. The same bright color palette was used for consistency. Catchy headlines in large banners called attention to the featured campaign.
The final phase in the campaign was to create marketing materials to for the national ALA trade show. The overall look was maintained in the signage and printed handouts. All the guests loved stopping by to learn about the featured products.
Our role in this project was concept, copyrighting, photography and photo shoot direction, design, HTML/CSS, and email creation.
Going into the project, the main goal was to make this campaign feel like nothing they had done before. It turned out to be just that. And it was a success! Customers were excited to see such bright products in this feature. The entire campaign was executed flawlessly across all channels and the marketing department was very pleased with the products' sales conversion rates.
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