Author: Master Admin

Bailey Banks & Biddle: ROP Campaign

Bailey Banks & Biddle Jewelers – established in 1832, is a division of Zale Corporation, North America’s largest jewelry retailer. It currently operates 125 stores in the United States and Puerto Rico.

Lisa Adelle Design, as one of the key agencies selected to support international marketing campaigns for this prestigious retailer, has created a marketing program that includes Catalogue, Direct Mail, ROP and Point-of-Purchase. The catalyst to this successful relationship is the agency’s unique ability to continue to establish the solid heritage and tradition of this 170 year-old company and convey the message of knowledge, integrity, trust and confidence to the consumer, while using fresh updated creative concepts in branding their name.

Fall-Holiday 2001 – The key strategy of the marketing campaign was to solidify the impression of the Bailey Banks & Biddle name, it’s Unicorn branding, and to emphasize the tradition of providing upscale, quality merchandise. The thrust of the marketing and merchandising plan was to highlight and position well known designer names that are very important to their business. Among those featured were Chimento, Movado, Scott Kay, Tag Heuer, Charles Krypell, Rado, Baume Mercier, and Concord.

LAD’s newly launched Online Approval System (OAS) and a full array of In-house Studios and Services were used in the process of campaign development. The OAS is a cutting edge solution to the fast paced, time sensitive approval process in advertising. The OAS is a highly secure system designed in a user-friendly format, which allows clients to make approvals quickly and easily from anywhere in the world, whether they are based there or traveling. From concept through final rounds of Digital Layouts, Mechanicals and Colour proofing, Lisa Adelle Design allows clients to review and approve their advertising projects at their convenience online.

Lisa Adelle Design was selected as the Agency of record for Mappins Jewellers in the summer of 2001. The marketing vision for Mappins, going into the very important fall and holiday season, was to re-launch the brand with a more upscale design to compliment its new, higher quality product line. The goal of Zale Canada was to create a delineation for Mappins Jewellers from its larger, more moderate affiliate, Peoples Jewellers of Canada.

established in 1935, is a part of Zale Canada, which is a division of Zale Corporation, North America’s largest jewelry retailer. It currently operates 37 stores throughout Canada

Lisa Adelle Design has been the agency of record for Mappins Jewellers since 2001. The marketing vision for Mappins, going into the very important fall and holiday season, was to re-launch the brand with a more upscale design to compliment its new, higher quality product line. The goal of Zale Canada was to create a delineation for Mappins Jewellers from its larger, more moderate affiliate, Peoples Jewellers of Canada.

Fall–Holiday 2001 – The challenge to Lisa Adelle Design, in working with a client with international presence, was to create a completely new brand marketing campaign. Careful consideration was taken to completely understand the special traditions and nuances of the Canadian culture.

The most important component to consider in developing the branding formula for this client was to capture the tradition, as well as the feel and emotion of Mappins Jewellers, and what they represent to the Canadian customer. The holiday theme “Classic Holiday” and the positioning tag line “The Romance of Tradition” were unanimously selected to best represent the warmth and tradition of a romantic Canadian holiday and will be carried through all of their seasonal campaigns, in addition to the identifying trade colors of green and silver. The outdoor scenery was selected to best represent the expression of the Canadian culture.

Up to the challenge, and at the request of the client, Lisa Adelle Design developed excellent relationships with select Canadian print and shipping vendors. This process requires traveling to their facilities to guarantee the completion of the print production on schedule, with quality as the number one priority.

The international brand building campaign for the Fall and Holiday season for Mappins Jewellers was a major success, with reports of double digit increases for this group of stores. This integrated marketing program included Print, Catalogue, Point-of-Purchase and Direct Mail.

LAD’s newly launched Online Approval System (OAS) and a full array of In-house Studios and Services were instrumental in the development process of each campaign component. The OAS is a cutting edge solution to the fast paced, time sensitive approval process in advertising. The OAS is a highly secure system designed in a user-friendly format, which allows clients to make approvals quickly and easily from anywhere in the world, whether they are based there or traveling. From concept through final rounds of Digital Layouts, Mechanicals and Colour proofing, Lisa Adelle Design allows clients to review and approve their advertising projects at their convenience online.