Partnering with select colleges, Blueprint (also called Blueprint Admissions) provides pre-college summer programs dedicated to introducing high school students to college-level coursework in exciting subjects, to the college admissions process and to a fun, supportive group living experience that fosters personal growth and development. BIG’s scope of work included both brand identity and messaging development. First and foremost, we eliminated the use of legacy identities (Blueprint Admissions) and introduced a singular name for the program: Blueprint Summer Programs.
LA County Education Foundation
When BIG began its assignment, we discovered that the LACEF identity was fractured in as many pieces as platforms on which it was presented. Descriptions of LACEF’s mission and purpose differed as presented on the L.A. County Office of Education Web site; the Blue Sky Meadow Web site, dedicated to one of LACEF’s signature programs; the L.A. County Outdoor Science School; the LACEF Web site itself, which was called lacefkids.org; not to mention materials which were directed to current and potential donors.
BIG employed our proprietary Brandstorm process to thoroughly explore the current positioning of LACEF, the brand’s perception among partners and community organizations as well as its aspirational direction. Through extensive meetings with LACEF executive staff and the Board of Directors, BIG quickly assessed the key, defining characteristics that create the LACEF brand DNA. We also determined that the key features given priority by the Board and executive leadership were absent from LACEF’s existing platforms.
Gardein’s new consumer campaign encourages Angelenos to Cheat
BIG launched an integrated marketing campaign throughout the greater Los Angeles area for the vegan consumer packaged foods brand Gardein, inviting people to reduce meat consumption, or rather “Cheat on Meat.” BIG plastered the “Cheat on Meat” message on the airways, out of home, in print, online and on the ground, directing consumers to a dedicated “cheat on meat” website at which visitors could download coupons, register for the “cheat and win” contest, submit meatless recipes and share personal “cheater” stories. Branded food carts and trucks designed to sample and sell hot and tasty Gardein favorites, patrolled LA’s most fashionable streets and set up shop outside of high volume Whole Foods Markets.
OPCC is a non-profit human services organization in which staff, volunteers and clients work together to address the effects of poverty, abuse, neglect and discrimination. BIG provides OPCC with full-spectrum communications services that support engagement with community and civic leaders around issues of homelessness, bolster development and successfully manage relationships with the public and the press. BIG created a brand identity for OPCC, including a Web site and collateral materials specifically directed at raising awareness and donations. Innovative fund-raising strategies also include creating a commemorative book; a social media campaign challenging participants to eat a home-made lunch and donate money normally spent on eating out; and a short-form video testimonial of OPCC success stories. Through BIG’s public relations efforts, events and donor outreach strategies, OPCC met its most recent $20MM capital campaign goal.
City of Culver City
Culver City is one of the most vibrant, growing communities in Southern California. BIG has developed communications programs for the city on two planes: one that engages community, builders and landowners in support of affordable housing for low-income residents; another that attracts retail, restaurant and other businesses to choose Culver City as one great place to conduct their business. For the Culver City Housing Agency, BIG created a brand identity system that effectively conveys the community orientation of the CCHA, by focusing on the individuals affected by affordable housing: students, nurses, restaurant workers, homeowners – all of us. Culver City’s Economic Development program uses a brand promise developed by BIG: “CC: Creative. Connected.” The messaging strategy influences all materials, from Web to collateral to community presentations.
Founded in 1954, Shakey’s was once an American cultural icon that had become nearly forgotten by 2001. Since then, BIG ideas have driven BIG results. We created a fully integrated brand overhaul designed to revitalize Shakey’s image on a corporate level, while also winning the interest and business of franchisees. From environmental graphics to in-store materials, broadcast ads and social media and public relations management, BIG has taken charge of Shakey’s brand expression, honoring the past and leading to the future. Four-plus years of double-digit sales increases are the centerpiece of this marketing menu – and it’s going to be a feast.
Banyan Botanicals, a U.S.-based provider of Ayurvedic health products, had developed a small but loyal following of consumers and Ayurvedic practicioners. BIG saw opportunities to not only unify the brand expression for trade and consumers, but also to exponentially raise the profile – and sales – of Banyan products by leveraging the popularity of Yoga, Ayurveda’s sister science. An integrated brand identity has created a uniform messaging platform across all consumer touchpoints; coupled with BIG’s PR, customer retention and digital marketing strategies, Banyan is winning and holding the interest of new consumers.
Cottage Health System
The Cottage Health System is the parent organization of 5 distinct hospitals in California’s central coast. Together, the Cottage hospitals provided inpatient care for 21,000 people, treated 63,000 patients in their 24-hour emergency department and delivered more than 2,800 newborns. As integrated marketing and PR agency of record for the CHS, BIG’s assignment is to increase CHS’s market share; attract patients from outlying areas; and to support engagement with the community. CHS has entrusted BIG with some of the most high-visibility and high-impact programs, including the launch of a new facility (Center for Advanced Imaging), fundraising collateral for the Children’s Hospital and design and development of the new System Web site. And BIG has delivered quantifiable results: a 17% improvement in awareness of the Children’s Hospital of 17% in South Coast areas and increased fundraising revenue year-on-year, to name a few.
Red Carpet. Green Cars.
Hard to believe it now, but when it was originally launched in 2001, the Toyota Prius hybrid vehicle was not a quick seller. BIG saw the opportunity to put the Prius on the map by enrolling celebrities to drive the efficient, clean Prius to the Academy Awards instead of gas-guzzling limos. BIG paired Toyota with the environmental non-profit Global Green USA to create the Red Carpet, Green Cars campaign, leveraging the concentration of media and star power of the Oscars to build a global marketing message on the spot. Year after year, Charlize Theron, Cameron Diaz, Tom Hanks and scores of other celebrities made the BIG idea a reality on Oscar night. At the peak of the campaign in 2006, BIG generated more than $10MM in media coverage and providing exposure to 200MM consumers – 2/3 of the entire U.S. Supported by BIG’s efforts, the Prius is now the best-selling hybrid car in the U.S. and the world.
XAP a premium provider of back-end services for the secondary- and higher-education markets. BIG has coupled its marketing prowess with XAP’s technology horsepower to create compelling interactive resources that make higher education fun and approachable, and most importantly, drive enrollments. The videos and tutorials created for californiacolleges.edu and the CSU Mentor online system have been so successful, they have taken on lives of their own as viral videos and content modules shared across the California State University system.