Pi Kappa Alpha, a leading international collegiate fraternity with over 240,000 members and more than 200 chapters at colleges and universities throughout the United States and Canada, has engaged a brand development partner for a comprehensive marketing overhaul. After an extensive RFP process, the fraternity selected Red Deluxe.
The initiative is part of an aggressive overall strategy being executed by Justin A. Buck, the new chief executive named by the organization in April. Ranging from logo and identity refinement to print and online initiatives, the effort will examine all current and possible communications channels – including powerful new social media opportunities.
“A pervasive commitment to communication has to be a living, breathing part of an institution like ours,” Buck said. “The best organizations in the world have a robust and unified communications strategy. We are not there yet, but we will be… and soon.”
One of the print PSAs developed by Red Deluxe for the Christmas Seals is in this week’s issue of TIME magazine. The national campaign — which includes print, television, online, and social media components — was launched in early fall in anticipation of the October Christmas Seals mailing… the largest single direct mail development drop in the country.
The annual direct-mail effort, which once featured public service announcements from celebrities like John Wayne and Gary Cooper, has not been advertised since the early 1990s, when previous leaders at the nonprofit deemed the program so popular that promoting it was overkill.
The new campaign evokes the American Lung Association’s 100-year track record in the fight for healthy lungs and clean air.
The TIME pickup in just part of the hundreds of thousands of dollars in media placements received so far by the campaign.
Our packaging overhaul for Pozza’s Pasta has been on the shelves for almost a year, and the company is reporting a 20% sales increase since the redesign.
Available in finer stores everywhere.
Rhodes College, a national recognized liberal arts college (and Red Deluxe client), announced the results of the past recruiting year, and the results are extraordinary.
During a record recession, Rhodes reports a record number of applications for this year’s incoming class (5,300+). The college also reports record selectivity (41 percent accepted) and record diversity (24 percent of the class are students of color). Academically, the college saw an increase in the average standardized test scores of entering students as well as a higher average high school grade point average. Fifty-three percent ranked in the top 10 percent of their class.
Well played, Rhodes. Well played.
An African hunger group engaged Red Deluxe in early 2009 to develop a brand for a new food relief product. Made from highly enriched peanut butter, the nutrition can be given to families of severely malnourished infants for easy administration back home, away from the hospital.
We developed MANA — a brand that is an acronym for Mother Administered Nutritive Aid and also evokes the organization’s faith-based origin.
The development several years ago of Ready-to-Use Therapeutic Foods (RUTFs) has been a game changer in Africa. These fortified peanut butter products significantly reduce the number of deaths resulting from severe acute malnutrition, a condition affecting twenty million children. Studies show that once a child is brought back with a full course of RUTF, they stay strong enough to avoid a relapse into severe acute malnutrition.
MANA will provide a channel for community groups and individuals to join international relief agencies in providing this powerful product to children in need. And the new brand is the first step in that connection.
Christmas Seals®, launched in 1907, have been a part of countless families’ holiday traditions for more than a century. And now Red Deluxe has been selected to contribute a chapter to that legacy. We have been selected to work on this year’s seal and campaign with the American Lung Association, whose work is supported by Christmas Seals.
While the strategic campaign across traditional and new media will be exciting, perhaps the biggest honor is the opportunity to create this year’s seal art. A new design is released each year (Norman Rockwell did one) and we are looking forward to unveiling the new seal to supporters and collectors across the country later this year.
And if you are not among the millions who already receive Christmas Seals® in the mail each year, get on the Christmas Seals mailing list.
The American Lung Association recently unveiled “Fighting for Air,” a new national tagline developed by Red Deluxe. The new tagline is the latest element a comprehensive effort to realign the American Lung Association’s national brand with the organization’s critical work in the arenas of lung health and air quality.
“We believe that our new national tagline helps us better tell our story to the American public,” says Chuck Connor, President and CEO of the American Lung Association. “It adds urgency to the Lung Association’s mission of saving lives by preventing lung disease and improving lung health.”
We are honored to be working with a brand with such an extraordinarily powerful legacy and we are proud to have ended up with a solution that does it justice.
The American Lung Association is the latest addition to Red Deluxe’s growing roster of national non-profit and advocacy clients, which includes the national American Red Cross and Cotton Council International.
Our funky hometown and the new Memphis sound star in the upcoming MTV web series $5 Cover by Hustle & Flow Director Craig Brewer, and we are excited to be part of the launch.
Red Deluxe brought Craig’s vision for the show’s poster to life earlier this month.
$5 COVER, say the press materials, is a rough-and-tumble series set in the clubs, all-nite cafes, no-tell motels, and woolly neighborhoods of present-day Memphis. The series follows young musicians as they fight for love, inspiration and money to pay the rent.
The poster needed to capture the concept and feel of the series, which was no problem, because Clare Grant and Mike McCarthy stepped up as talent, and photographer Justin Fox Burks got the killer shot.
Check out the trailer on the MTV website - http://www.mtv.com/videos/misc/332499/5-cover-teaser.jhtml – and make plans to catch the sneak peak of the series at the Oxford Film Fest on February 7.
At the Dixon Gallery and Gardens, the last few years have seen expanded collections, revamped community programs, major additions to the gardens, and a vibrant new children’s and family curriculum. And plans for the next few years include even more expansion, including an increased number of important curated shows to be made available for museums across the nation.
Add that to a nationally known permanent collection that includes Chagall, Renoir, Sargent and a piece that is likely the only Cezanne in Tennessee, and you’ve got a regional gem that doesn’t get near the attention it deserves.
So we were excited when we recently won the pitch to help the Dixon craft a new brand that reflects the museum’s energy, vitality, importance and appeal. The project will culminate with multiple tactics that evangelize the new brand, including new advertising, new designs for signage and key publications, and a new website.
Be on the lookout. And in the meantime, don’t miss the 19th century Barbizon School collection on exhibition right now at the Dixon. It’s stellar. And it’s free on Saturday mornings. And the exhibit comes down January 11th.
The upcoming film Sole of a Hustla follows “Big C” Rice as he rises from slinging beepers out of the back of his car on the streets of Memphis to the brink of international success as the CEO of a hot shoe company. The film is in the final editing phase and the studio has hired Red Deluxe Brand Development to put together packaging and publicity materials.
And at the core of the project is a sweet website that will introduce Big C and his crew, tease the film, roll trailers, and offer up a taste of the original soundtrack by Al Kapone.
Sole of a Hustla is coming soon to a theater near you. So we’ve got to get back to coding.
