The Situation
Brantley Services, Inc. is a well known provider of private Security Personnel,
Employment Screening and event Management Services operating in the Midwest.
As a natural extension of their core business, Brantley moved into downtown revitalization
through Business Improvement District (B.I.D.) programs. Early success landed
Brantley the contracts to provide B.I.D. services to Cincinnati and Columbus,
Ohio, Columbia, South Carolina, Louisville, Kentucky and Memphis, Tennessee.
The Proposal
Brantley decided to roll out its new B.I.D. division nationwide at the International
Downtown Association trade show in Boston. Justice & Young was invited to
develop a program that would provide Brantley immediate credibility and national
recognition in a highly competitive industry. The Boston Show would be attended
by over 500 Business Improvement District decision makers from around the nation.
Strategy & Tactics
Justice & Young quickly concluded Brantley Services enjoyed top of mind brand
awareness in Security and Event Planning, but not in B.I.D. programs. Further,
this association with private security personnel could be a negative with our
target audience. Justice & Young convinced the client to change the division's
name and add a powerful slogan. A new logo was designed with the name "Block-by-Block
... giving good cities great personalities." Justice & Young further
developed a pre-show direct mail postcard, tri-fold flyer as a show handout,
booth graphics and booth traffic building incentives.
The Outcome
As a direct result of impressions made and key contacts established at the Boston
IDA Conference, Block-by-Block was invited to provide Business Improvement District
proposals to four major cities: Pasadena, CA Boulder, CO, San Antonio, TX and
Los Angles, CA. These four cities represent a doubling of the B.I.D. division's
business activity, and a definitive turning point in national brand awareness. |
