Class:
Multiple Audience
Promotion/BudgetObjective:
To initiate a new corporate mission
statement which would show the company's commitment to the
environment while encouraging employees to strive for excellence; to
provide items for fundraising for the company's
Foundation.
Strategy and Execution:
An animal
lover, the president/CEO of this medical cooperative was
particularly fond of giraffes. To update and simplify the firm's
mission statement, the slogan "Stretch To The Max" (using graphics
of a giraffe) was chosen for this multifaceted campaign. The
"Stretch" referred to employees stretching to be their best and
"Max" suggested each giving the maximum effort. The campaign began
with a logo-imprinted decal being placed with each employees
paycheck, followed by lapel pins awarded by management to employees
who "Stretched To The Max." The president personally awarded
logo-imprinted sports watches, golf shirts and giraffe stuffed
animals to visiting dignitaries and guests. The entire line of
specialties carried a "CAREWEAR" tag explaining the company's
commitment to the environment and the community. Additional
logo-imprinted items (sweatshirts, duffle bags and boat bags) were
also developed for fundraising. All items were made available at the
company store and through the company store and through the company
magazine with profits donated to the Center For Wildlife
Conservation and the Foundation arm of the company.
Results:
The CEO's office labeled the program "a success." It is reported the program
is still ongoing.
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