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Bermuda Cancer and Health Centre
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BHB Bermuda Hospital Board
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BAS Bermuda Aviation Services
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The Science of Getting Rich
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CLIENT:
Bermuda Cancer and Health Care
OBJECTIVE:
Protection – Detection – Support. In the words of our client, “The overall message is that we passionately care for our female community.” Pauline Girling, Director of Communication and Fundraising for the Bermuda Cancer and Health Centre continues, “There are many ways to show that we care – through education, through screening, through little gifts such as our wash cloth packs that tell the bliminal message that our patients are special – consistency in our approach with the focus on care year over year – with patient well-being and their education uppermost in our minds at all times.”
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METHODOLOGY:
Two of the programs we’ve created are featured in this submission of our ongoing work to support the “Protection – Detection – Support” messages.
The first is a gift pack comprised of a Fairdeal washcloth, Tung Fat emery board, 3M post it note, and a shower card.
Our goal was to have 3 personal items that women would use – one in the home, one in their hand-bag, one in their office or home office to carry the message of the centre. The shower card features a section whereby a small circle is punched out each month when they conduct their breast self-examination. When all the dots are punched it’s time for the next screening. Women receive this gift pack when they attend the centre for their annual screening as a ‘thank you’ for taking charge of their health |
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The second pack is our initiative to consolidate several pieces of their current annual WALK kit produced by the sponsor, BF&M. Individual papers were provided for walk maps, pledge forms, etc., and products were donated from a number of sources with no branding for the BCHC and no consistent message.
To really drive emotion around the campaign and heart-felt messaging, we created a package that would entice participation with pictures from last year’s walk. This Debco, environmental tote bag also features sponsor’s logo and “Every Step Counts” message as does the Debco umbrella, Kayjet T-shirt and Faro lapel pin.
A Drimark permanent marker was included so WALK participants could have other walkers autograph their T-shirt making it a commemorative piece. The romance card on the lapel pin reiterated the prevention and care steps crucial in the BCHC’s ongoing message.Further we consolidated the many pieces of paper into one petal folder – R.P. Graphics – to include the walk map, location, fundraising tips, etc. It’s distinctive and all inclusive. The pledge form and envelope were glue-dotted in the centre and the drop-box location is clearly indicated in the folder.
Typically women pay their $30 for their kit and enjoy the WALK and their goodies. This year, in addition to raising the bar in terms of education and awareness, we decided to encourage an increase in the average pledge with the “$250 Challenge”. Participants taking the initiative to raise additional funds will receive a pink leather Spector & Co. picture frame as a gift for their efforts.
Additional tote bags were printed for neighbouring retailers to use in their stores during the month of October to lengthen the message.
The complete WALK Kit bags are available at the BCHC as well as neighbouring retailers and are selling steadily in preparation for the walk. The bags have been completely sponsored by BF&M, so all monies collected for the WALK go directly towards purchasing a second digital mammography machine (the first was installed spring of this year). BCHC anticipates 1500 – 2000 walkers to participate in this year’s campaign.
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RESULTS:
“There is no way that we can think about measuring success through numbers such as how many suspicious lumps our new equipment will detect this year over the numbers our old equipment detected last year – and then breaking that down into how many were cancerous and how many were benign. Our growth in the community’s commitment to having their mammogram faithfully every year is steady and what we shoot for.” submits Pauline Girling.
Caring for, and educating, patients through promotional pieces such as the 2 mentioned above is a significant part of the BCHC process of educating women year ‘round about taking charge of their annual screening and overall well-being, consistently promoting “protection – detection – support”. This year we accomplished huge strides through a strategic approach incorporating promotional gifts as communication vehicles. We gained clarity and consistency with the branding and messaging being given to the female community to enhance the ability of BCHC to help women help themselves. In addition, we achieved a 35% participation rate in the WALK with 75 walkers taking on the “250 Challenge”!
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TESTIMONIAL:
As Bermuda’s leading voice in the fight against cancer and in particular breast cancer we need to work with people who understand our world, and Jae is a true creative partner to Bermuda Cancer and Health Centre – imaginative, efficient and always willing to break new ground. She has proved time and again that she knows what makes our clients tick and how to deliver value.
Jae is driven by innovation – underscored with empathy, optimism and a collaborative spirit focused squarely on her clients’ needs. She has risen to the challenge and has been instrumental in creating a unique, positive and recognizable identity for the service we provide to our community.
Pauline Girling
Director of Communications and Fundraising
Bermuda Cancer and Health Centre
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Amarula Liqueur
OBJECTIVE:
The objective of the “Amarula Tiki Treats” summer program was
- For 80 reps to secure 3 licensee accounts to participate
- To increase sales of Amarula 1140 ml by 10% by offering funky, frozen Amarula cocktail recipes inside a summer program
- Create Amarula awareness and loyalty through POS material
METHODOLOGY:
A non-traditional menu of cocktails and program was created so dealers could capitalize on patio sales with a fresh menu of “high margin”, non-traditional beverages featuring Amarula.
Each account received: |
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- 50 branded hurricane glasses
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- $250.00 incentive funds (bartender/server staff)
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Our role was to bring a taste of Africa to life by creating must-have summer gifts to maximize buy-in for this program. We customized a cotton tote from Debco; its natural, and slightly rugged design suited the African origin of Amarula and was the perfect summer gift for the target consumer audience of 20-30 year old, primarily females. Amarula features a herd of elephants travelling in the sunset as their primary visual so we branded quality flip flops from Foamworx with this graphic on the top of the sole. Enhanced branding appears when the wearer walks the beach in their trendy flip flops leaving their own herd as a result of the cut-out on the bottom of the sole! Both men’s and women’s sizes were provided as part of the package.
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RESULTS:
“Feedback on flip flop Tiki Treats program is very positive …” states Julia Gradwell, Acting Brand Manager for Amarula Liqueur in Canada. The 80 reps easily secured 3 accounts each to feature the program and results are still coming in. The blender for highest sales has not yet been awarded but to date, Amarula 1140 ml. sales are up 18% and counting!
TESTIMONIALS:
Designing something creative that will capture attention and gain loyalty in a competitive market place is challenging! However, we immediately knew we had a winner with this program and thank our promotional partners at JAE associates Ltd. for designing perfect POS gifts. |
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OBJECTIVE:
The primary objective of this program was to launch and promote the new brand for, and services of, the National Advertising Benevolent Society (NABS). A new logo was created to distinctly identify 3 areas that complete the NABS offer – SUPPORT – DEVELOP – CONNECT – and required specific promotional items to deliver this message.
The branding change reflected the growing need for NABS services as well as required clarity in communicating with a variety of stakeholders - Board and Council members, donors, “Friends of NABS” supporters – as well asPinehurstgolf. ca members of the advertising community who require NABS’ assistance.
METHODOLOGY:
Every time a NABS Executive makes a presentation to their Board Members, Potential Clients, HR Managers and Directors and Presidents of associates and companies associated with NABS they leave behind a branded, personalized gift. For this initiative, 4 relevant and useful promotional gifts were chosen that integrated well into the business lifestyle of the advertising community network they represent.
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St. Regis coffee mug tastefully engraved with the new logo and positioning statement. It will remain on people’s desks as a constant reminder of NABS
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Faro logo pin given to Board Members and all Volunteers as a “thank you” and symbol of pride for contribution to NABS.
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MiniMedia custom multi-tac booklet. This clever piece includes the mission statement, contact information and an expanded version of services offered.
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Spector & Co. pen with branded colours and message
In addition to co-branded, sponsored items donated to raise funds and participation in the annual Ad Auction, Links for Women, Gala, Golf Tournament and other regional functions, these 4 staple pieces are critical to clearly and consistently keep NABS top of mind with all stakeholders.
RESULTS:
The catch twenty-two of distributing promotional items is that stakeholders often feel their donations have been spent frivolously, especially if the gifts are impersonally distributed or not relevant to the recipient. These 4 core items carry a specific message, call to action and are being used which means the NABS brand and service offerings are highly visible! The strategic approach of employing promotional products as communication tools is steadily increasing awareness, participation, attendance and connection which are NABS’ overall goals.
Leslie A. Clare
Executive Director
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CLIENT:
Bermuda Hospital Board
OBJECTIVE :
The Bermuda Hospitals Board (BHB) runs 3 campaigns – Birthday Programme, Service Awards, and Perfect Attendance Awards - to celebrate and recognize their staff.
The programs are designed to boost morale by demonstrating that BHB appreciates their staff, to create more ownership and accountability by all staff with regards to hospital operations and to encourage staff to develop as a family, recognizing that no matter their profession, every member is important and valued. Essentially the 3 programs work synergistically under 3 categories:
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Birthday Programme: A monthly birthday party is held for staff celebrating within the month and each member is presented with that year’s BHB branded birthday gift and card, an item chosen in conjunction with the Wellness Program to encourage improved health benefits |
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Service Awards: The Service Awards - lifestyle gifts - are hand-picked, PERSONALIZED, and given out annually at a Gala event recognizing years of service from 5 – 45 years. |
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Perfect Attendance: Celebrated annually with a certificate of recognition and appreciation |
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METHODOLOGY:
Each of the 1600 BHB staff is recognized under at least one of the campaigns which is important to BHB in developing and maintaining their family atmosphere. This year a Prime Line pedometer was chosen as the birthday gift (photo available) inside an Xpress Digital ™ birthday card. After each presentation the CEO and/or Deputy CEO goes around the room to allow each staff member to tell a little about themselves; what they intend on doing for their birthday and for those who are not local, to share cultural background from their country.
The BHB computer system generates monthly reports to assist in building the monthly birthday database of invites. Both an electronic and hard copy poster is designed and posted for all staff to view and personal invitations are delivered via internal mail to each staff member to request their attendance.
A similar personalized approach is taken with the annual service awards with invitations to the Gala and photos of each of the members receiving their awards taken as keepsakes. The individually personalized Service Awards for 2008 are:
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5 yr tinsel satin silver pen and key ring set – Bankers10 yr – combination of metropolis desk clock – Bankers and Wings of Canada
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15 yr summit 2 pc desk water carafe set – St. Regis
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35 yr Milford 9” crystal vase – St. Regis |
20 yr men’s & women’s watch – Matsuda |
40 yr Sherwood 13” crystal vase – St Regis |
25 yr Delaware vertical frame 4X6 – St. Regis |
45 yr Sherwood 13” crystal vase – St Regis |
30 yr Ascot 10” crystal vase – St. Regis |
Certificates and holders are Xpress Digital ™ |
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RESULTS:
This personalized, and non-traditional gift base and format changes each year and received with heart-felt appreciation that the hospital leadership team, and its members, do indeed care. The past 2 years that we have been implementing this program with BHB, the hospital is citing an approximate 50% reduction in both, absentees and sick days, a work force with greater camaraderie, improved services, and staff with a proven intention to further their careers within the hospital.
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TESTIMONIAL:
JAE associates Ltd. has been instrumental in assisting Bermuda Hospitals Board with Staff Recognition Programs annually.
Jae and her team are perceived to be experts in their field and understand and respond to the needs of our organization. Jae delivers strategic advice geared toward the needs of our organization guiding and directing each program from their point of expertise.
In conjunction with the Annual Birthday Programme, Jae & Team also provide the awards for BHB’s Annual Long Service Ceremony and Perfect Attendance Ceremony, which run back-to-back. The turnaround time for receiving the awards is impeccable.
Lynae Wales and Dean Parris
Office of Staff Affairs
Bermuda Hospitals Board
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CLIENT:
Bermuda Aviation Services. An aircraft service company exclusive to the Bermuda International Airport
CHALLENGE:
Create a new uniform that:
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a) Looks stylish and professional with the durable qualities of a traditional uniform |
b)Is comfortable to wear in HIGH temperatures and humidity for a WIDE RANGE of sizes; to fit both male and female runway and aircraft service staff |
c)Contains reflective properties to ensure maximum safety around aircraft and service vehicles |
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METHODOLOGY:
Uniforms are typically chosen from a catalogue that services all climates with less thought to the comfort of the worker and more thought to the durability of the garment. BAS recognized that their workers were required to “layer” their current uniform in order to be seen which created significant resistance. WE recognized that the only place that could pull safety, service and design criteria into one garment was on the design table.
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Safety met comfort and fashion for the first time at the Bermuda International Airport.
Rather than a typical uniform shirt we fashioned an exclusive polo design and used two colour-ways – high visibility green and “airport” blue – creating a classy and versatile shirt that the staff, very simply, loved to wear. The fabric was a new technical blend made for the climate. By incorporating high candle power 3M reflective striping across the chest and over the shoulders workers would be visible from all angles with ONE piece of clothing. The piece was branded both front and back with the BAS logo.We
added a matching vest and jacket and a long-sleeved shirt to support challenging weather conditions.
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TESTIMONIAL:
Service with style: “If they look good the perception is that they offer good service.” Said Gene Bean, President, BAS Group of Companies about the staff image “…and people love to wear them!”, which met our first objective of style and professionalism. The perception is clear: employees in comfortable uniforms offer improved service.
IMPACT:
“Previously it took at least two uniform pieces to meet the required standard and invariably the most important piece – the reflective vest or belt – was left in the locker room or lost. The new design eliminates that possibility.” adds Mr. Bean.
Safety: Mr. Bean reiterated, “High visibility is the standard for all airport facilities. Not only is it important to be seen in low or poor light but personnel must be seen from a distance, whether it be from the cockpit of a taxiing aircraft or in a vehicle approaching the ramp to provide service. To meet the SAFETY criteria our big challenge was to design clothing that was comfortable and professional.” Quite simply ALL runway and service staff ALL wear THIS uniform.
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BEST WESTERN Hotels in the Ontario Region wanted to support the athletes of Skate Ontario with an item that spectators and fans could throw on the ice to applaud the skaters after their performances.
CHALLENGE:
Two-fold: 1) designing something that would carry from the stands to the ice without damaging the ice surface or create a hazard for the skaters 2) that once this gift was tossed to the skaters the fan had something to reinforce the Best Western sponsorship.
METHODOLOGY:
A custom designed “skating bear and pen” combo was designed and created out of foam. The bear wore a Best Western T-shirt and the reverse side of the gift had an area for the fan to write a personalized message to the skater. The pen was a 9” foam billboard perfect for the task and many others.
RESULTS:
Best Western clearly received a spot of distinction in terms of prominent sponsorship and the skaters collected thousands of heart-felt notes for aspiring protégés and applauding fans.
TESTIMONIALS:
“You’ve done a great job! Thanks for all your help.”
Sharon Hales
Best Western
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CHALLENGE:
NABS’ growing draw on services meant an aggressive target for increased funds in 2007. “We needed to maximize bids by keeping the auction top-of-mind with key buyers for the full 3 month auction period.” Mike Fenton, NABS Executive Director
METHODOLOGY:
A custom designed note holder that mirrored the “auction tag” featured on the collateral and website was couriered to key agencies and buyers. On the note-holder was clipped a personalized message directing them to the website and requesting their needed support.
RESULTS:
This useful desk item was not only a welcomed gift, the design continuity and personalization drove enough buyers to the website to accomplish a 30% increase over target.
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CLIENT:
You’ve seen “The Secret” – now it’s time for Bob Proctor (showcased philosopher) to re-launch SGR (The Science of Getting Rich – his signature seminar series) to empower individuals to reach the success of their dreams. SGR is based on a book of principles written in 1903 – Bob Proctor has spent 40 years teaching these and other principals and knew it was time to repackage this 10-year-running seminar series into a home-study course and make it available to everyone on the planet.
METHODOLOGY:
A first-class leather binder was specifically designed to house all of the program contents: course study book, hard cover SGR text, MSI board, vision board, pen/highlighter combination, matching leather CD holder, and an MP3 with 12 tracks of course material. We also created a “Secret Agent” wallet card containing a specific membership number to encourage interaction on the website as well as an “SGR live” seminar coupon. The custom box carried the SGR branded medallion and cushioned the entire kit during international shipping.
“Jack Canfield (author “Chicken Soup” series) and I agree that this is without question the best presented product in its category ever to hit the market.”
Bob Proctor
CEO and Founder, Life Success Productions
“I think they look great. You guys are awesome!”
Rhonda Cain
President, SGR
Get it Today!>>
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