Advertising Campaign

About the Project

Gothic Landscape, a private landscaping company in California collaborated with our student agency, Paper and Pixels as a part of the Big Ad Challenge organized by the Silicon Valley Business Journal and sponsored by Wells Fargo. The challenge was to create a year-long advertising campaign to be run in the Business Journal.

Our team competed with those from other colleges in the Bay area and were given two months to design these with a fixed budget of 25,000 dollars. The campaign concept was presented before a panel of experienced judges.

Category: Marketing Campaign

Solution

To meet the requirements of the client and align with the guidelines of the competition, the following were created by our team

• Custom photographs of the client’s properties
• Print and digital ads – in six sizes
• Media buy strategy
• Ad campaign plan

Target Audience

Gothic’s target audiences for the Silicon Valley Business Journal are facility and property managers as well as commercial property owners. With our ads, we aimed at reaching the subscribers using business-to-business marketing.

Ad Concept

Our client’s vision was to emphasize on People and Trust, which is Gothic Landscape's foundation. To show this in our ads, our concept focused on the company’s tag line, “The Family You Trust”. We used a testimonial campaign that would share from those who are directly connected to Gothic such as the CEO, COO, landscape workers and clients. We felt that sharing testimonials sets the tone for “TRUST”. Custom photographs reiterated Gothic’s authenticity.

Campaign Summary

Media Buy

The media buy focused on four different categories that are used throughout the year - Editorial Focus, Brand Recognition, Local City Focus and High Relevant Topics. Since most of the Business Journal’s readers are also Gothic Landscape’s target audience, the media buy is tailored to align with the editorial topics such as property management firms, family owned businesses, local city construction, office buildings and hotels.

Ads designed for the Silicon Valley Business Journal

Conclusion

The focus of this campaign is the ads to reach target clients and brand awareness for Gothic Landscape. It is done by using consistent ads with trustworthy testimonials and authentic photos.

Paper and Pixels Team Roles

Sonny Atud: Customer Interaction, presentation
Aj: Photography
Lolly: Presentation and script, project management
Svetlana: Ad design, media planning
Shalini Vijay: Concept, ad design, presentation content and design, summary book content and design

Awards

Team Paper and Pixels bagged two awards at the Silicon Business Journal's Big Ad Challenge - best creative execution and best overall advertising campaign. The team also won $25,000 in advertising for its client Gothic Landscape.