- Organization Name:
- Graceway Recovery
- Describe your creative piece – what is it and what has it been used for, and why is it innovative?
- The Four Fold Bread House Presentation Piece was printed on uncoated 65lb Smooth, Cougar Cover paper. We used Adobe’s CS3 for a unique, promotional piece. Our brochure’s design results in folds that unveil and simultaneously reveal five separate communication purposes:
1. Present and brand two sensational businesses,
2. Target distinct audiences and separate marketing needs,
3. Describe businesses unique dual missions,
4. Advertise a one-time special event that benefits both businesses
(Benefit concert starring Chuck Leavell – Rolling Stone keyboardist/ tree conservationist)
5. in a cost-effective way.
A special event coupon/Insert was printed on the excess quality brochure paper that would have otherwise been trimmed and discarded.
- What issue or problem were you working to address with this piece?
- How to design a highly-functional single piece addressing five goals while maintaining brochure shelf-life and suitability for each sole audience?
We seized this problem and transformed it to an opportunity by successfully introducing two “businesses” to the marketplace while incorporating a special event venue that was designed as a detachable coupon.
1. We created a visually inspiring, printed brochure to engaged our target audience(s) senses, from a user-centered experience point of view. We captured the reader as they unfolded the brochure and discovered brand awareness, product line and missions.
2. An interlocking coupon in the brochure offered free Bread House Samples and was distributed at the concert. Attendees later redeemed coupons for free samples This resulted in maximum impact/ brochure usage, which enhanced affordability of the piece.
- How has your submission successfully impacted your organization’s ability to solve this issue/problem?
- The Design piece was a success in promoting The Bread House’s Product Line and the coupon brought in new clients from the Chuck Leavell Fundraising concert. Both of these promotional pieces helped GraceWay Recovery, the 501 (C)(3) non-profit, faith- based, long - term substance abuse treatment community for women, to meet their financial and heightened awareness goals. Success was tracked by coupon redemption in the bakery store, increased donations to the non-profit by the newsletter/ brochure direct mail and additional local orders placed by customers at The Bread House.
All in all, a perfect, no waste, cost-effective, beautiful, memorable brochure design and a recipe of success.
- Creative Submission - Files
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