CASE STUDIES
Outdoor Marketing
Project Value: $900,300
Challenge: Develop and plan advertising
creative to motivate young men and women, between the ages of 16-24, to enlist
in the Army National Guard by focusing on college tuition assistance. Placement
was nationwide in malls, airports, billboards, and career offices.
Execution: Odyssey worked closely with the
recruiting and retention office of NGB to determine the target market
demographics and the best venue to generate a positive return on investment
(ROI) for the campaign.
Once the method of distribution
was determined, Odyssey used our industry contacts to secure space within the
malls and airports utilizing lighted diorama boxes. The Odyssey team supervised
placement of the collateral into 275 airports, 15 malls and 50+ billboards
across the nation.
Summary: The project is in the second year
and is considered by the NGB leadership to be one of the most successful
placements with the agency meeting the expected recruiting goals for that year.
Army National Guard met the expected record goals for year one and are on track
for year two also.
Complete Marketing Campaign
Project Value: $197,500
Challenge: Develop creative and copy to
launch an awareness campaign targeting the people within the church that may
have been victimized by sexual abuse with a focus on reporting so the church
could prevent future abuse.
Execution:
PHASE I
Odyssey developed creative
messages for a multi-demographic campaign to include school children through
fifty year old men and women that focused on emotional support to victims and
education to avoid potential abuse in the future. The initial tag line and copy
were developed from which we drove the graphics to meet the target. Odyssey
developed a series of posters to be placed within the Archdiocese institutions
along with corresponding collateral such as book covers, mouse pads, and
challenge cards to motivate teens to help friends who confide in them on sexual
abuse issues.
PHASE II
Involved the development of a
Standard Operation Procedure manual for a cross section to include, Clergy,
Employees and Volunteers, Parents, School Principals and Teens. These S.O.P.
manuals outlined what the civil authorities consider abuse to include verbal
abuse and what the Canon Law that governs the Archdiocese considers abuse and
how to prevent and determine if abuse has/is occurring. The final section of
these S.O.P. manuals offered guidance to report to civil and Archdiocesan
authorities allegations of abuse.
PHASE III
Odyssey provided placement
services into various print publications, and billboards to promote the message
within targeted markets. Targeting these markets included the translation of
all material and collateral into Hispanic versions.
PHASE IV
Develop a campaign to reassure all
clergy and Archdiocesan employees that they are trusted and the special
confidence entrusted to them is secure, while at the same time placing the
emphasis on taking action against abusers of any kind. This phase was developed
as a poster series along with advertisements placed into newspapers to let our
community know that we have faith in our Archdiocesan leaders.
Rose Parade Float and Event
Project Value $595,000
Challenge: To further propel the awareness of today's civilian
employers and their essential link to our national defense. The target market
of this event was the estimated one million people who view the Rose Parade
annually. This was the 114th year of the Rose Parade – viewership spanned
a wide cross-section of employees, supervisors and business leaders/owners.
Execution: Creative design and layout of parade float – included
construction plans for electronically controlled float that meets the approval
of the parade entry committee.
Supportive marketing
efforts:
Odyssey created an advertisement
for placement in the Rose Parade program and various print publications. In
addition to these creative services, Odyssey provided event coordination to
facilitate an employer outreach event located at the Sheraton Pasadena. This
outreach event was multi-dimensional and consisted of status briefings, tours
of the float under construction and a final event for all targeted contacts in
the form of a formal dinner with award presentations. Odyssey provided complete
logistics for this event.
Odyssey created and submitted
artwork for a commemorative Official Rose Parade lapel pin. Once the art was
approved by the Rose Parade Committee, Odyssey manufactured and established a
distribution method for these pins in an effort to promote the message. Various
concept and design meetings were held both on-site, where the float was
manufactured, and in the Arlington, VA area.
Photography Services: Odyssey provided the photographic services for this event.
Public Relations Service
Nascar Motorsports/Lowes
Speedway
Project Value: $46,000
Challenge: To promote and market ESGR's NASCAR team and car for this
Busch Series Race. The challenge included on and off-site preparation for all
race attendees and organizing a press conference geared toward outlining
program goals and explaining the utilization of driver Todd Bodine and his #1
standing as a NASCAR points holder. We also coordinated photo opportunity
ceremonies with corporate leadership from numerous U.S. corporations.
Execution: The following three phases allowed us to maximize our
networking effort to garner support for ESGR.
In addition, the impact of motor
sports branded the message further and provided a platform for generating large
corporate support, increased business-to-business opportunities and
strengthened Odyssey's relationship with our existing strategic partners.
PHASE I
Odyssey's representatives were on
property 3 days prior to the event start date to ensure we secured the vehicles
for transportation, to prepare the meeting/event rooms at the hotel and to
confirm and pre-register the required number of rooms for attending clients and
their invited guests. The first meeting consisted of a "Meet and
Greet" and provided a networking opportunity in a secured area of the hotel.
In addition to the setup of all marketing collateral for the entire event,
Odyssey coordinated the catering, set-up and tear-down for the"Meet and
Greet". Odyssey also met with all staff to ensure the press conference was
on schedule and developed & distributed the approved press kits to
attending media at the start of the press conference. We were also able to secure an "on-air" interview,
in addition to the press conference, and further promote ESGR's message.
PHASE II - Race Day
This phase involved morning hospitality,
movement to the track, and registration for VIPs, VIP tours and race
observance. Odyssey staff members were in place to accommodate all questions
and needs of the clients and VIP guests for the entire day.
PHASE III - Departure Track
(23-24 May)
After race festivities ended,
Odyssey ensured safe return to the hotel, organized transportation for those
returning to the airport and provided detailed follow-up information to ESGR on
attendance.