Voyager Sopris Learning needed a fresh, new marketing campaign, for LANGUAGE! Live, a comprehensive digital literacy program. The company’s past work was very technology focused and lacked emotional appeal. Voyager Sopris asked BMG to find a way to connect emotionally with the teachers and students who use the product every day.
BMG presented I AM MORE, a branding strategy that both described the students who use the product as well as the product’s ability to do more for a school than competitive solutions. It was created as an emotional appeal to see these struggling students and the dedicated teachers who serve them for more than their limitation but for the potential hidden within. The campaign included brand positioning, brand message development, product copywriting, full-page ad design for national trade publications, banner ads, website design and art direction, digital content planning, marketing promotional strategy/planning, and video script writing.
The I AM MORE campaign was so successful that Voyager Sopris Learning began elevating the campaign to a branding direction for the whole company.
Miller Paint Company is a Portland-based company that has been around for more than 100 years.Customers have recognized the signature “white label” and windmill of Miller Paint cans for generations. The label had become a nostalgic icon in Portland, marking an emotional connection for customers that signified Miller Paint as the local, honest paint expert.The company wanted to update its brand, packaging, and modernize its retail support materials without losing the brand equity and emotional tie to the current brand.
Miller’s formative “arched” name was the most familiar element of their brand, so, the new design incorporated the “classic” arch while updating the typeface and colors to a more modern look.In addition, a new color strategy was introduced that color coded categories of paint so customers could easily identify interior or exterior paint products in the store. The color was then reflected in all supporting collateral and signage, i.e., the interior paint brochure was blue and the exterior paint brochure was red.
BMG worked with The Oregon Clinic for a few years and during that time the clinic moved to its new offices off interstate 205. BMG worked with The Oregon Clinic to rebrand, creating a new logo, brochures, and new window displays. In addition, BMG helped promote the grand opening of the new offices with direct mail, PR and advertising.
Pacwest Homes is a high-end, custom homebuilder in Central Oregon. The company had built several unbelievable dream homes to showcase in the annual Central Oregon Builders Association Tour of Homes, an elite competition that pits the best-of-the-best against each other every year. To distinguish itself from competition, Pacwest wanted to create something that would feature the company and its award-winning homes while being part of the Tour of Homes directory published by the Bend Bulletin.BMG created a glossy brochure with stunning photos of each
BMG created a glossy brochure with stunning photos of each Pacwest feature home on the Tour. It also highlighted Pacwest’s services and numerous past awards. Since the cost was expensive to print, Pacwest sold the final two pages of the six-page brochure as advertising space to high-end Pacwest partners, such as landscapers and custom cabinet builders. The idea cut production costs in half, making the piece affordable and a first-ever for the Tour.
Willamette Ear, Nose, Throat and Facial Plastic Surgery (WENT) wanted to promote its audiology and hearing aid practice. Conventionally, audiology clinics market strictly to older clientele. After doing research on when interest in hearing aids begins (30 to 40 years of age) and who makes healthcare decisions in the household (young to middle-aged female household “caretakers”), BMG suggested creating an ad campaign directed at a younger audience. The campaign featured full, glossy ads of real patients who didn’t fit the hearing aid stereotype. Hearing aid sales increased significantly despite an economic recession.
The Bend, Oregon, law firm, Karnopp Petersen, LLP, wanted to stand out from competition and the conventional, somewhat dry, law firm advertising. The firm had been in business in Bend for more than 75 years and had recently transitioned leadership from senior founders to a younger, more engaged team of partners. During this time, Bend, too, had blossomed into a well-known outdoor mecca and its youthful, or young-at-heart, vibe caught the attention of Entrepreneur Magazine which crowned the city as the next great entrepreneurial hub. BMG helped breathe new life into the brand by creating an ad campaign positioning the firm as the wingman for today’s forward thinking companies. The campaign featured long-time clients who represented the region’s most admired business leaders and entrepreneurs, including Gary Fish of Deschutes Brewery.