Avery Dennison
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Avery Dennison is a recognized global leader in the development of innovative identification and decorative solutions for businesses and consumers worldwide. Our relationship has continued to evolve in the two years we’ve been working with Avery, having started as a provider of public relations services to functioning today as an integrated marketing services partner. Our core competencies in design, technology and publicity are leveraged independently and collectively in the development and deployment of marketing strategies, tactics and campaigns that cross platforms and continents.
From Here to There
For the Graphics and Reflective Solutions division, Topic researches, writes and produces their internal newsletter, writes and pitches press releases for product updates and new product launches, develops media relations for story opportunities, and positions their personnel as subject matter experts within the industry. In complimenting fashion, Topic also advocated for and oversaw their initial use of Facebook and Twitter.
As internal exposure to our work has broadened and our range of capabilities have been recognized, we have been rewarded with an ever-present number of scope-scaling project opportunities, from recommending creative strategies, to designing and producing campaigns, collateral and web-based solutions. Likewise, our relationship has extended to include Fleet and Architecture Solutions projects, and it has bridged oceans to include global efforts in Europe, Asia and Australia.
In all honesty, the contest surpassed my expectations. We received entries from designers all over North America. Topic was always looking at good PR and promotional opportunities to help us broaden the reach of the contest. All very good things and great exposure for the Avery brand.Todd Hain Marketing Communications Manager Graphics & Reflective Solutions Avery Dennison
On a rather lean budget, Topic was able to produce, manage and promote a sponsorship-driven sweepstakes. From the ground up, Topic named the contest and designed the logo, suggested the domain name, designed and programmed the public and administrative sides of a dedicated website including a participant submission, acceptance, approval and notification process, a flat file to dimensional graphics conversion process, and we promoted it solely through PR outreach and social media activation.
Looking Ahead
Today we continue to manage their social media accounts, and in an effort to enhance presence, we developed an automation tool that allows them to be more active in social spaces without the requirement of constant human interaction. In push/pull style, this intelligent web-based tool allows for message creation, message acquisition with annotation, send scheduling, and view and reach measurement reporting.
Avery Dennison is an ideal client for Topic, in that they leverage our core competencies in design, technology and publicity. We are always eager to be challenged by the enormity of their marketing objectives, and it seems we have in them the truest sense of a mutually beneficial relationship. We think they are fantastic, and to quote them, they think we ‘rock mightily.’