AlphaGraphics is dedicated to supplying businesses with printing, signage, collateral, and more to help get them noticed. But now it was time for the brand to bring that result to themselves, so they approached AOR for guidance and support to create a marketing strategy and campaign. The ultimate goal was to increase the awareness of their brand and services, but we were challenged to do so in a way that tied in with the small businesses and communities that AlphaGraphics services.
We delved into AlphaGraphics’ goals, resources, and values through an in-depth Discovery session. A road map was developed and the ‘Make It Happen’ campaign was born. Together, we decided to run a continuous digital campaign with three distinct phases that would work together to ensure we reached success — an awareness phase, three $25,000 business makeover giveaways, and finally a digital campaign telling the stories of each winner. The ‘Make It Happen’ framework was created to exist for several years and work as a template for future makeover giveaways. We started the process in 2021 and have since run the campaign two times (2022 & 2023).
We started with the basics. Relying on finely-tuned targeting, we created a suite of digital collateral that reminded past customers of the quality AlphaGraphics delivers and made potential new audiences aware of their name and available services.
Now that target audiences were used to seeing the ‘AlphaGraphics’ name and knew of the services they provided, business owners were invited to apply to win a $25,000 business makeover. In 2022, three, pandemic-surviving and community-oriented businesses that had been around for at least 20 years and were ready for a brand refresh were chosen as winners by AlphaGraphics. And in 2023, we repeated the process with three new people-first, non-profit organizations.
For each of the winners, we didn’t just develop a new brand, collateral, and marketing, we recreated their physical presence too — truly making the ‘makeover’ happen. What started as a single awareness campaign quickly became multiple branding campaigns as well. It was our goal to create content for the national campaign while also showcasing AlphaGraphics’ capabilities and impact on events of all types. AlphaGraphics is committed to supporting the communities where they work, and this campaign is the perfect opportunity to showcase that mission.
Reinvigorating a restaurant that sustained its community throughout the pandemic.
Putting some pep in the step of a studio dedicated to raising money for and enriching the lives of children.
Breathing new life into a service that keeps their hometown comfortable.
Uplifting the goals and efforts behind a nonprofit helping families with costs related to NICU stays and infant funeral expenses.
Honoring the mission of a non-profit organization focused on the impact of American hero dogs.
We unveiled the three makeovers one at a time — each with their own event for both 2022 and 2023 winners. The makeover process, the event, and the unveiling were all captured and turned into content, with the help of our production partners at Flying Giant, which we then used to create more ads to further drive home the message that AlphaGraphics makes it happen!
More awareness. More website visits. And most importantly, more sales!
Both campaigns ran for a little over a year and generated enormous success for our client AlphaGraphics as well as the three winners of their makeover giveaway. We are so proud of the collaboration, time, and effort everyone involved put into this enormous campaign and feel fulfilled knowing we helped total of six businesses and organizations as they continue to help their communities.
Increase in website users
Impressions generated
Square feet of wall mural created
Miles traveled for project support
Raised at the Best Buddies Friendship Walk
Donations to Madelyn's Fund
High-End Annual Hero Dog Awards Gala for American Humane