Class:
Not-For-Profit Promotion
Objective:
To thank participants in a complicated city bond issue, and serve as a reminder of the advertiser.
Strategy and
Execution:
The advertiser,
a bond broker, wished to thank all participants in a very
complicated $125,000,000 bond issue for a community college in the
Cook County area. Chicago Mayor Richard J. Daley and all county
commissioners-a total of 40 persons-were targeted to receive the
memento. A desk pen set was customized with a miniature of the bond
issue itself reproduced on a brass plate and embedded in the lucite
base. At the side were "mortarboards" with gold tassels. The
utilitarian and attention-getting desktop items were delivered to
recipients by hand.
Results:
It was reported
the mayor and commissioners loved the gift, and noted it was a
remarkable conversation piece.
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