Children's Hospital - Penny Drive
When Sleight Advertising began working with Children's Hospital, we soon discovered that people did not perceive the hospital as a not-for-profit/charitable organization. Through strategy and planning we implemented several promotions to begin changing this perception: Children's Hospital began through a Penny Drive instigated by Mrs. Henry Doorly over 50 years ago. To begin the process of branding the hospital's not-for-profit status, Sleight Advertising helped to bring back the Penny Drive as a yearly event. We have also promoted awareness of their not-for-profit status through a book drive with Borders Bookstores and a toy drive with NRG Media.
We recently completed the 5th successful year of the Penny Drive. Each year, Sleight Advertising has obtained the participation of every radio and television station in the market as well as Lamar Outdoor Advertising. Each media outlet airs free ads for two weeks promoting the drive. This promotion has amounted to tens of thousands of dollars for Children's Hospital.
Sleep Pretty in Pink
Sleight Advertising began a relationship with Sleep Pretty in Pink with one goal in mind: move product. Sleep Pretty in Pink, a natural sleep aid produced by DAP World, Inc., was is danger of being pulled from retailers shelves due to slow sales and increasing competition. After many discussions between the account manager and client, Sleight Advertising was able to identify key markets in which to focus advertising dollars and create immediate demand.
Through quick and robust negotiation, Sleight Advertising created a high-frequency, multimedia campaign that was put in place immediately. New radio ads were created and in just three months, Sleep Pretty in Pink unit sales increased 53% - enough the keep the product in retailers' stores. Sleight Advertising had successfully created a niche brand for the female-centered sleep aid product.
Gallery of Homes
Sleight Advertising worked with a group of local builders and the Cormac Company to brand and launch the first ever "Gallery of Homes". This was a large undertaking, given that the showcase would directly compete with an existing and very similar event, "The Street of Dreams". At the time, The "Street of Dreams" had been a yearly event for 15 years, was supported by Metropolitan Utilities District and Metro Omaha Builders Association, and had local media coverage. Additionally, the scheduled dates for the first "Gallery of Homes" fell the week immediately following the close of The "Street of Dreams". In order to brand, position, and receive media coverage for a totally new event, we knew that we needed to do something that would set it apart. To do this we developed the name "Gallery of Homes," designed the logo, and produced a catchy jingle. This all served to place the event in the consumer's mind. Additionally, we secured media sponsorships from WOWT-TV, the local NBC station as well as Clear Channel Communications - Omaha, thus extending our advertising budget. In addition, we involved Metropolitan Utilities District and The Nebraska Furniture Mart as corporate sponsors. The final element that was put into place was to find a celebrity who could make an appearance-one whose presence would aid in drawing additional attention to this new event.
After an exhaustive search and many rounds of negotiations, we secured
Ty Pennington (the carpenter from Trading Spaces currently the host of Extreme Makeover: Home Edition) to make an appearance for two days during the event. The plan worked perfectly. The first day of Ty's appearance there were over 7,000 people who toured the Gallery of Homes. At the end of the two weeks there were approximately 30,000 through the gates-and more importantly-through the homes.
