The Main Event
Special events for a brand or product can make a lasting impression with guests. And much of the responsibility for the success
of an event falls into the hands of its marketers. It’s the details that make a difference, and putting forth an extra effort can
elevate the occasion from a promotional event to a truly special brand interaction.
A Big Day for a Big Brand
There’s a lot that can be overlooked when it comes to events with big numbers and big stakes. When American Eagle Outfitters
announced that they would be moving their corporate headquarters
from Warrendale, Pa., to Pittsburgh’s SouthSide Works, Brady Communications helped the retailer celebrate the announcement by
managing a full-day event.
Until the big day, the location of the new headquarters was kept under wraps – no small feat considering the amount of
preparation involved. And to ensure AE’s secret wasn’t prematurely revealed, Brady Communications worked with AE to hide all
visible elements of the specially branded event, including a massive 30-foot-by-40-foot banner that was hung on the new building.
Managing the message with such precision proved to be a success: by the day of the event, AE employees were very eager to find
out where they would be going. And once the news was finally delivered by CEO Jim O’Donnell, the team on the ground in the South
Side was hard at work, with only about an hour to reveal all of the previously hidden signs and branding elements.
While preparation continued at SouthSide Works, approximately 500 AE employees were making the trip to their new offices, and
Brady Communications used the travel time to keep the momentum of the day building. While on the buses, employees watched a
motivational video that provided a look at bigger and better things to come for AE’s new home and its employees.
Not only did the viewing create more excitement around the move, but it also helped ease the transition.
After arriving at SouthSide Works, employees were treated to a true celebration. Special touches like on-site break dancers,
free samples from neighborhood restaurants and AE-branded cookies created the fun and relaxed vibe the AE brand is built on.
Additionally, Brady Communications designed and produced custom t-shirts and other marketing materials like a specially designed
bag containing FAQs, a map of the South Side, an awareness bracelet, a copy of AE Life,
a branded umbrella, gift cards and movie passes.
Everything about the event, from the cookies that were served to the speeches that were made, reminded employees of AE’s
special relationship with its people and the bright future ahead.
The Sophisticated Side of Home Improvement
Brady Communications took the lead on another big event in the Pittsburgh area, branding and marketing PPG's home color event,
Inspirations. PPG partnered up with Lowe's for the event, which was held at Phipps Conservatory (a venue that also played host
to a dinner with President Obama and other international leaders in 2009).
Inspirations targeted female homeowners ages 35-54 with a median income of $75,000 and focused on helping individuals learn
how to effectively use color in the home. Brady Communications conducted focus groups and competitive research to hit the right
messaging points and, after discovering the target audience wanted sophistication and a high-end look on a DIY budget, the tone
of the event was set.
The name, Inspirations, was chosen to instantly deliver the event’s purpose: choosing the right colors for your home and your
personality is all about finding inspiration. The marketing materials were consistent in sending the message of sophistication,
with a colorful, organic image that was also widely used during the night of the event. And a dedicated
Web site and Twitter profile provided additional touch points
with potential guests in the weeks and days leading up to the event.
The sophisticated tone was already established, and the night at Phipps Conservatory was designed around that same feeling.
However, because the event was also an educational experience for guests, it was important to infuse the cosmopolitan spirit of
the night with simple, accessible lessons for homeowners. Brady Communications provided two solutions to create the perfect
balance of sophistication and education. The first was a presentation loop
that played on a large screen throughout the night, showing guests examples of color combinations found in nature and translating them into home
color palettes. And the second was a custom PowerPoint presentation
used by color experts to provide additional advice.
It’s All About the Details
Attention to detail was the difference maker for Inspirations as well as the American Eagle event. Not only were both events
incredibly successful, but they each made a lasting impression on guests. For American Eagle, the event ensured that employees
were on board for a big change in their professional lives, allowing the brand to move forward and continue to grow.
At Inspirations, the audience was wowed with a night that felt less about home improvement and more about personal creativity,
a unique approach to the subject that built instant brand loyalty for PPG’s Olympic line of paints.