Yearly Archives: 2010

Brand Fever to Promote Neenah Paper’s Fine Paper Product Line

ATLANTA – Brand Fever (formerly The Jones Group), an Atlanta-based creative agency, in partnership with Unisource Worldwide, Inc. (www.unisourceworldwide.com), has launched an integrated, multi-channel campaign to promote Neenah Paper’s CLASSIC CREST Fine Paper product line.

The firm developed the “Paper Makes it Real” campaign to increase demand for Neenah text and cover papers within the creative community, specifically with agency designers, art directors, production managers and other paper specifiers.

Text and cover sales had fallen by 28% during the past year and a difficult economic climate had resulted in a dramatic decrease in the number of specifier representatives, those with the most direct link to the target audience and the greatest influencers of purchase intent.

The objective of the campaign is to fill the void created by the absence of spec reps and effectively communicate with creative professionals, spurring interest and, ultimately, sales.

Brand Fever (formerly The Jones Group)’s multi-faceted solution consisted of a dynamic direct mail piece that includes an incentive-based call-to-action, which drives recipients to a co-branded registration microsite to receive the promotional incentive gift and register for email blasts (http://www.papermakesitreal.com). Once registered, they will receive six emails during the next three months, each one offering new and relevant content about Neenah products and services. Designers are also encouraged in emails to participate  in an enter-to-win drawing by submitting current Neenah Paper specified jobs.

The grand prize drawing at the close of the promotional period, which runs from November through January, awards airfare and entry to the 2011 HOW DESIGN CONFERENCE in Chicago, Illinois.

“We have a special interest in and excitement for the nature of this campaign because it speaks to the very heart of our business as a creative agency, and our peers in the industry are our target audience,” said Vicky Jones, president of Brand Fever (formerly The Jones Group). “While the advent of new media and new technology dominates headlines and should be effectively incorporated into marketing and communications solutions, the value of print still is and always will be very real and very much a part of the overall marketing mix. We are proud to have partnered with industry leaders Unisource and Neenah Paper to contribute to this message and, specifically, impact purchase intent for Neenah’s Fine Paper products.”

Brand Fever Wins Golden Flame Award for 2010 – Americasmart Apparel

ATLANTA – Brand Fever (formerly The Jones Group), an Atlanta-based creative agency, has won a Golden Flame Award from the Atlanta chapter of IABC (International Association of Business Communicators). The firm was honored for its AmericasMart Apparel 2010 Direct Mail/Direct Response Campaign.

AmericasMart is the largest wholesale marketplace of its kind in the world, encompassing a 7.7 million square foot campus in downtown Atlanta. Each year, more than a half million attendees from around the globe attend its 15 annual markets at the facility. Areas of specialty include apparel and accessories, with extensive women’s, men’s, children’s and special occasion/bridal collections, in addition to the extensive gift, home furnishings and area rug collections.

AmericasMart hosts the largest apparel market on the East Coast and competes with similar markets in New York and Las Vegas. While previous campaigns were created on an individual market basis, Brand Fever (formerly The Jones Group)’s campaign for 2010 created a distinct and recognizable identity for Atlanta Apparel to span each of the five apparel shows during the year, which allows attendees to feel a connection and cohesiveness to each show they attend.

The campaign was directed at apparel buyers that travel from around the nation seeking the latest trends and freshest looks for the season. The ultimate goal was to represent Atlanta Apparel as the place to find all of the latest and hottest fashion trends, as well as reinforce the AmericasMart buying experience and the convenience of the Atlanta campus.

The identity was used in each direct mail piece and applied to other aspects of the campaign, including the website, e-blasts, signage, buyers’ guides, e-signatures and social media. The campaign was successful in reinforcing the brand among the buyers of the edgy, trend-spotting fashion industry, created work flow efficiencies and even added confidence among sales teams internally having a cohesive look with which to promote markets.

“We thank the IABC Atlanta for recognizing the success of the 2010 Atlanta Apparel campaign in this way, and we are excited about a new system of branding that positions Atlanta Apparel as the premiere destination for buyers’ needs and more effectively communicates AmericasMart’s benefits and convenience,” said Vicky Jones, president of Brand Fever (formerly The Jones Group).

The Golden Flame Awards program is a yearly event held by the IABC/Atlanta chapter to recognize excellence in communications. Awards are presented at the annual Golden Flame Awards Banquet, held in October, which highlights the achievements of local professionals and companies in a variety of categories, including print media, electronic media, graphic communications and media relations.

Brand Fever Wins Coveted IAEE Art of the Show Award

ATLANTA – Brand Fever (formerly The Jones Group), an Atlanta-based creative agency, has won a prestigious Art of the Show Award in the Attendance Promotion Brochure category from The International Association of Exhibitions and Events (IAEE). The firm was honored for its follow-up direct mail piece to attendees designed to promote attendance at the 2009 LIGHTFAIR INTERNATIONAL (LFI) trade show.

The winning tri-fold brochure will be on display at the Expo! Expo! IAEE’s Annual Meeting & Exhibition to be held December 7-9, 2010 in New Orleans, Louisiana, a show referred to as “the trade show for trade show professionals.”

The Art of the Show provides a stage for defining excellence in the quality of promotional materials and setting the standards for the industry. The competition awards those who show excellence in the development of promotion of their exhibitions and events. This year’s competition garnered 141 submissions from the United States, Canada, England and Korea. Brand Fever (formerly The Jones Group)’s promotional brochure was one of 36 entries to be honored across 14 categories and spanning three show sizes. The LFI brochure was awarded in the largest category of show sizes, 150,000 net square feet (nsf).

Lightfair International is the world’s largest annual architectural and commercial lighting trade show and conference, the premier event in the lighting industry. Tradeshow Week now ranks it among the top 200 trade shows in the United States. The event was an astounding success by every possible measure. In an industry beleaguered by a sputtering economy and shrinking corporate budgets, LFI 2009 broke attendance records and saw an 11.5% increase in attendance beyond what was expected.

“We are extremely pleased and honored to have been recognized for our contributions toward a record-breaking event for LFI in 2009, and, more importantly, we are proud to have our clients recognized by their peers in the exhibitions community,” said Vicky Jones, president of Brand Fever (formerly The Jones Group). “We have a special passion for branding and marketing trade shows and events, and we want to continue to be innovative in developing and blending vivid creative and strategic messaging to communicate effectively to our clients’ audiences.”

This is the second major award collected by Brand Fever (formerly The Jones Group) for its work in marketing and promoting the 2009 LFI event. Earlier this year, the firm won an Atlanta Marketer of the Year Award (AMY) from the Atlanta Chapter of the American Marketing Association for its integrated campaign to market the event.

About IAEE
Since 1928, the International Association of Exhibitions and Events™ (IAEE) continues to provide quality and value to its members through leadership, service, education and strong relationships. IAEE is the largest association of the exhibitions and events industry in the world, with a membership of show organizers, exhibitors and exhibition suppliers. Organizers of more than 20,000 exhibitions and buyer-seller events around the world are members of IAEE. Through the 2006 consolidation with the Center for Exhibition Industry Research (CEIR), IAEE delivers valuable industry research reports. IAEE also supports IAEE Services, the IAEE Public Events Council, The International Center for Exhibitor and Event Marketing, and the Exhibition and Event Industry Audit Commission, which are IAEE councils that provide products, programs and information to members. IAEE recognizes its strategic partners: American Airlines, ASP, Inc., Bearcom, Mexico Tourism Board, Orange County Convention Center and Orlando/Orange County Convention & Visitors Bureau and VoiceLogic. Visit www.iaee.com for more information.

Brand Fever Wins AMY Award from American Marketing Association

ATLANTA – Brand Fever (formerly The Jones Group), an Atlanta-based creative agency, has won an Atlanta Marketer of the Year Award (AMY) in the Event Marketing – Event over $100K category from the Atlanta chapter of AMA (American Marketing Association).  The firm was honored for its integrated campaign to market the 2009 Lightfair International (LFI) trade show (www.lightfair.com).

Lightfair International is the world’s largest annual architectural and commercial lighting trade show and conference, the premier event in the lighting industry. Tradeshow Week now ranks it among the top 200 trade shows in the United States. Brand Fever’s (formerly The Jones Group) primary objective was to stimulate exhibitor participation and show attendance.

The event was an astounding success by every possible measure. LFI 2009 broke attendance records and saw an 11.5% increase in attendance beyond what was expected. Exhibit space sold out to national and international manufacturers, including 80 first-time exhibitors, and exhibit space square feet increased by nearly 8%.

“We were elated at the success of the event and honored to be recognized for it,” said Vicky Jones, president of Brand Fever (formerly The Jones Group).  “We are especially proud because of the added challenge of maintaining and building on the momentum from the previous year, a record year, and doing so in the midst of a very difficult economic climate” she said.

Leading industry publication LD+A took notice, as well, noting, “Lightfair International was a spectacular success. You couldn’t tell there was a recession from the quality and quantity of the displays and the number of attendees at the show and seminars.”

Brand Fever (formerly The Jones Group), drawing on its extensive event branding experience, developed a comprehensive approach for the campaign, which was comprised of the concept and execution of all marketing materials, including 14 print and electronic media elements.

The system complemented and reinforced LFI’s brand by utilizing the core color palette, dramatic architectural photography and graphic elements that evoke the sensation of light rays and energy to build excitement. The design embellished the visual appearance of each printed piece, as well as a Flash element in online executions.

The firm also provided tremendous added value by capitalizing on the event’s 20th anniversary through development of a special logo, and it developed a color-coding system that provides a visual organization structure and foundation that will endure for many years.

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