Jamz - Acco - Five Star Back to School Case Study
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Jamz - Acco - Five Star Back to School Case Study

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Case study for a successful back-to-school program developed by JAMZ Marketing for Acco Brands in support of the Five Star brand in Canada.

Case study for a successful back-to-school program developed by JAMZ Marketing for Acco Brands in support of the Five Star brand in Canada.

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Jamz - Acco - Five Star Back to School Case Study Document Transcript

  • 1. . Acco Brands Case Study When Acco Brands wanted to drive sales of its full line-up of stationery products during the back-to-school period, they turned to JAMZ to create a Five Star sales promotion. Objectives To generate brand awareness of Five Star products amongst teen/Mom target audience To drive incremental display activity To drive sales of all Five Star products during key back-to-school selling season Strategies Leverage movie theme as it appeals to both target audiences Introduce “Get the Five Star Treatment” as a brand positioning associated with promotions Provide consumers an incentive to buy with “wow” factor  a “five star” trip to Hollywood Generate awareness pre-store and in-store via comprehensive ad campaign Drive entrants to promotion micro site for contest entry Contest Offered shoppers a chance to win a “five star” trip to Hollywood, California including first class airfare and five star accommodation or weekly prizes of Cineplex “Dinner and Movie” prize packs To play, consumers went online, registered and entered UPC codes from any participating Five Star product Awareness Awareness was generated via flyers, :30 second TV spot (including Quebec for the first time ever), hilroy.ca, Hilroy Facebook page, web ads on retailer sites and in-store displays Results 107,112 unique contest entrants generating over 225,000 ballots 50% of ballots from Quebec where Five Star brand is underdeveloped Generated Incremental display and sales activity over forecast About JAMZ Marketing JAMZ Marketing is a boutique full service marketing agency specializing in sales promotion, digital and shopper marketing. We offer our clients full turn-key solutions including strategy, creative design, project management, contest fulfillment, prize sourcing and prize fulfillment services. For more information contact Aaron Richman at 416-300-8008 or aaron@jamzmarketing.com