Balfour
Situation Analysis
Balfour, a division of Commemorative Brands owner of icons like Art Carved and the Who's Who Directories, found that the Balfour Brand and its products had a stronger connection to prior generations (parents, faculty) than it did to today's student populations.
Recommendation
Through advanced planning and Teshler's unique in-house production capabilities, Teshler was able to help Balfour eliminate the use of its generic marketing elements and offer its sales organization a new custom suite of contemporary marketing solutions—at their existing budget.
Original, contemporary Balfour photography replaced stock photography. Product placement was integrated throughout all photography. Casting was fresh feeling. Live video was introduced into the mix due to cost savings and in-house video facilities. Original music was overlayed onto the marketing units and is refreshed annually.
Results
They're not your parents' graduation products:
- The new marketing units mimic the target's media consumption.
- The new imagery is current ... up to the year (clothing styles, music, language).
- The sales force has 100% updated marketing materials.