Background:
Annually, C+R Research attends The Market Research Event (TMRE) and needs exhibiting materials that show off their unique research expertise and leave a lasting impression. C+R came to us to concept and design a campaign that delivered exactly this kind of one-two punch.
Plan:
Developing the strategy for C+R Research’s ongoing trade show materials with their agency, I was struck by the concept of People Power. It carries a perfect double meaning for the market research firm: It emphasizes the power today’s consumer wields and illustrates how C+R are the people with the power to help marketers and brands connect with these powerful consumers.
Action:
People Power became the theme C+R's trade show marketing, rounded out with the call to action, “Break Through to Your Brand’s Consumer.” The centerpiece of the campaign is a photo-driven booklet that profiles emerging consumer groups C+R has studied. Working closely with C+R’s experts, I developed copy that was paired with striking photographic look and feel for consistency across each profile.
Results:
People Power has been such a success for C+R that we expanded the campaign to focus on the research experts powering C+R’s consumer insights. We have actively organized photo shoots, interviewed staff and developed printed profiles that highlight researchers and their specific expertise—be it multicultural, youth and family or B2B.
Creative + Art Direction | Melissa Leonard
Strategy + Copy | Joshua P. Ferguson
Design | Katie Baird
Photography | Anthony LaPenna
Agency | BatesMeron Sweet Design
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