API Case Studies

API Case Studies Client: Motorola, Inc. Type of Promotion: Building and Image Class: Consumer Promotion Type: Under $10 Per Recipient Objective: To enhance company image and promote environmental leadership. Strategy and Execution: Using recycled materials, the advertiser developed "discovery packs" to illustrate its concern for "The Environment - A Natural Commitment." The pack was a spiral bound book containing experiments and explanations about air, water, wildlife which would be excellent teaching aids for fourth-grade students. In the pack were theme/advertiser-imprinted products including solar powered calculators, wildflower seeds, thermal hot water gauges. At the school introductory presentations, a rain machine was built to show how polluted water can run off into the water supply. Packs were also presented to 6,000 officials and dignitaries. Results: It was reported the campaign won the "1993 City of Austin Environmental Awareness Award." The pack has become part of the fourth-grade foundation curriculum by the Texas Natural Resources Conservation Commission

Client: Discovery Network/The Learning Channel Type of Promotion: Developing Trade Show Traffic Class: Dealer/Professional Promotion Type: Under $10 Per Recipient Objective: To increase booth traffic, contest participation, and cable subscriptions at a trade show. Strategy and Execution: The campaign was based on the fact that the two most promoted programs on the Learning Channel network are "Archeology" and "Unseen Treasures." The night before the trade show opened, attendees found a surprise at their hotel room: an imprinted archeological brush with a hang card and sweepstakes entry form stating "Turn On TLC's Hidden Treasures on Channel 2." Inside copy promoted prizes such as a London trip and cash donations to "your local library." Guests needed to watch the hotel's Channel 2 for sweepstakes answers. T he brush and forms brought to the booth at the time posted on the "Archeological Dig Schedule" could lead to "buried" treasures such as a fanny pack, golf cap, t-shirt or tote bag. Results: The client said the promotion generated 100% participation at each scheduled dig, media coverage in the trade dailies and more than 1000 entries for the drawings, suggesting a 17% response rate.

Client: National Football League Properties Type of Promotion: Improving Client or Customer Relations Class: Mutltiple Audience Promotion Type: More than $10 Per Recipient Objective: To thank participants for their involvement in a project. Strategy and Execution: The marketing arm of the National Football League used a special gift to thank 38 organizations and individuals for organizing and producing the NFL EXPERIENCE in conjunction with Super Bowl XXVII. The NFL EXPERIENCE was an interactive theme park, an area adjacent to the Rose Bowl Stadium where the general public could have "hands-on" participation in NFL football-related games/activities, purchase NFL merchandise and tour a football museum. This thank-you gift needed to carry the same excitement and interactive feeling of the NFL EXPERIENCE. The gift developed was a custom-designed 11" X 14" wall piece of black acrylic from which an actual Super Bowl XXVII game ball was crashing through. An engraved bronze plaque with the organization/individual's name and an official thank you as well as the NFL EXPERIENCE logo appeared to the side. Results: A letter from the client's Manager of Special Events stated that "this was the first time I have sent out a piece that generated such a strong response."

Client: Cobb Hospital Type of Promotion: Promoting New Facilities Class: Not-for-Profit Promotion Type: Under $10 Per Recipient Objective: To provide cohesiveness for a visibility program; to recognize donors and participants; to create ongoing community awareness. Strategy and Execution: From "sinkhole" on the hospital grounds in August 1992 to the Grand Opening Party in May 1993, promotional products maintained visibility in carrying out the "Bring a Garden to Life" theme. The Foundation's goal was to create a tranquil sanctuary with corporate and individual donations. Imprinted aprons were worn by volunteer Master Gardeners, staff could purchase goldtone lapel pins, and towels provided an immediate thank you to large donors. At the groundbreaking ceremony, everyone received visors, which were excellent visibility pieces throughout the 10-month period. The Garden Party featured packets of seeds in the invitations and water bottles were given to all attending. Results: When the garden opened, it was 65% paid for, and 350 attended the Garden Party, it was reported.

Client: Dole Carrot Company Type of Promotion: Giveaway/Incentives Class: Internal Promotion Type: More than $10 Per Recipient Objective: To prevent injuries on the job, achieve 30% reduction in claims and $300,000 in paid out losses. Strategy and Execution: The campaign used the acronym, S.E.E.D. for Safety Every Employee's Duty which also tied to the agricultural nature of the advertiser. The kickoff event involved numbered buttons which - worn daily - entitled accident free employees to take part in prize drawings. More than 20 other products were utilized ranging from hard hat decals and key tags to quarterly safety recognition awards such as embroidered stadium blankets and radios. Copy carried out the main theme, "Planting the Seed of Safety and Harvesting the Rewards." Bi-lingual imprinting on products ensured all employees knew all aspects of the campaign and the potential rewards. Results: "One hundred percent of the 600-plus employees participated. At the end of the first four quarters, a 67% decrease in recordable claims was achieved," said an official, which was an all-time record.