BBB
Restructuring the marketing strategy of an established brand
Overview
Candorem was approached by the marketing board of BBB of Wisconsin to audit the marketing campaigns from previous years and formulate a new strategy to not only pivot their focus but also see a more successful return on their ad spend.
This included a marketing audit, facilitated user testing landing page audits, email marketing drip campaign roadmaps and more. The result was an in-depth playbook and an opportunity for us to produce BBB Wisconsin’s first television commercial, help launch a quarterly business magazine, and generate re-usable print assets for upcoming events.
Services
- Workshop
- User Testing
- User Experience
- Strategy
- Creative Design
- Print Design
- Video Production
a commercial
how to tell a story
After the in-depth audit of their past marketing strategies for business-to-business (B2B) campaigns, the BBB of Wisconsin launched a new television campaign called “Ask BBB.” It had a customer-driven focus that showed no matter the scare, the BBB had a reliable list of easily accessible resources.
Like the touchscreen Kiosk for Sullair, Candorem was presented with an extremely short turn around time…21 days to storyboard, cast, shoot, edit, and launch a commercial set to be viewed across the nation. Rain or shine, the team literally weathered the storm, adding in sound and lighting effects to work with the conditions outside with only an 8-10 hour window time to film.
Quick Facts
RED – shot on RED 4K camera
21 days turn around time
40,000 ad runs in Wisconsin
Recipient of 6 ADDY Awards
print collateral
from flyers to newspaper ads
The BBB had a variety of requests for different print pieces they needed done. Event fliers from previous years were rebranded to match new logos and colors for a series of awards given out to hardworking high school students. A statewide event, Shredfest, needed fliers and social media posts created to catch people’s attentions. Our solution? Shred up paper and photograph it of course!
spark magazine
highlighting accreditted businesses
One of the bigger pieces we created for the BBB was the first edition of Spark Magazine, a short but detailed publication highlighting some of the state’s best accredited businesses. From tattoo parlors, to food suppliers, each business had at least 1 full page to share their own story.
Being able to fully art direct the magazine meant Candorem was able to really have creative control over the design. A full color, fully illustrated cover included the faces of each business highlighted. We set up different arrangements of fresh fruit and vegetables to create a bright and colorful background for the piece on Hunger Task Force. Small illustrations and type resembling tattoos helped enhance Krueger Tattoo studio’s interview. Whimsical shapes and lines helped bring out Adorable’s personality.
