One very important part of running a business is marketing and promotion. While we all understand the value of promotion (not to mention the ultimate goal = $$), the challenge is how to do this in a manner that involves and interests the consumer. Is there a way to engage potential customers beyond the hard sell? I think so. Here is an example of a contest I designed for Homestead Publishing Company. It was the 150th anniversary of the community newspaper, The Aegis, in Harford County. The company was throwing a big bash and held an open house to allow county residents to see behind the scenes - which is actually a very cool thing to do at a newspaper. During the open house the public took guided tours throughout the building. I created signs: Art, Prepress, Typesetting, Production, Press, etc. to easily identify each department. But, they had a twist… the signs were composed of letters taken from photographs of local business storefronts. To engage the public, we asked them to identify the business or sign from where each letter came… it was downright fun… both to the new, and longtime residents of the community. So, you see, this is a good example of indirect (or image) marketing. By capturing the essence of the community in the promotion (visually) and involving the public with a contest (physically), Homestead was successful in ingraining the company's long-standing presence in, and value to, the community… without ever mentioning an actual product or price point!! And at the same time, the community felt involved, respected and relevant. It was a win/win! Oh, and by the way, this sign was in my office. After all, I am the Creative Goddess :-)
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