PR Team: Lori Scharmach: Project Visionary, Manager, Lead Creative Ideas, Strategy, Event, Creative Direction, Planning, Copy, Build Team
Katie Keeslar: Logo and Invitation
Sally Martinez & Nikki Poling: Event
Casey James: Video Footage
Project Bionic: Seattle Business Award Social Media Campaign
Randy Wells, Randy Wells Photography: Photography Magazine
Jackie Jouret: Editing, Writing
Amanda Howse: Event Photography
ACM: Promotional Partner
Time Frame: Consultation with RPR 1 year in advance of the anniversary year. RPR Presentation with option and budgets 30 days later. Sign off and project start, 10 months before anniversary year. Duration of 50-year promotion: 1 year.
+ ABOUT THIS PROJECT
BMW Northwest, a local family-owned car dealership in Tacoma Washington was approaching their 50th year anniversary. They consulted with RPR to create a comprehensive Marketing and PR plan for their anniversary.
RPR investigated previous anniversary promotions and results, determined what would matter in the market and what would be beneficial to business. They also looked at the budget and considered how funds could be redirected from other projects and how the 50-year campaign could overlay on existing marketing and advertising.
RPR opted to present a no-party plan. Instead introduced a cost smart milestone legacy campaign that would use the budget to create dual purpose and evergreen collateral. The campaign vision would maximize the company milestone over the entire year with a series of promotions that would impact employees make loyal customers fiercely loyal, win conquest customers, inform associates, be media worthy, positively affect the community, exemplify the family, build a concrete platform for future marketing and PR.