Environmentally-sensitive brochure design

Challenge: Create an updated tri-fold brochure quickly using environmentally-sensitive paper and soy-based inks. The client – a college housing management concern – competes for tenants with on-campus housing options. The brochure needed to be informative, hip and easy to mail.


















Solution: Working from a three-year-old brochure, 3 designed a more current brochure using relevant stock photography. Working in a team, we pulled in our printing partner, Green Dog Print Management, and our design partner, Tim Silvis of Systom early in the creation process. Post consumer waste papers were not created in a wide variety of grades, so early collaboration was key to achieving what 3 and the client ultimately wanted.



Result: The total cost end-to-end for 1,000 copies, 4-color was less than $2,800. We began the creative process on the 14th of the month and the final printed copies were delivered to the client four weeks later, a major holiday being the only cause for delay.

Many thanks to Tim Silvis of Systom for the design assistance and Todd Silberman of Green Dog Print Management for the printing work.

Dave's Killer Bread "YouTube Video tied to Radio" Campaign 2007

The Challenge: Help a radio campaign deliver measurable results.

Dave's Killer Bread is a Portland phenom. The story behind the bread is equal to the quality of the bread itself. It's the story of Dave Dahl, self-proclaimed "life long knucklehead and four time loser" who spent the better part of the last twenty years of his life before 2005 in prison. That story can be found at www.daveskillerbread.com.

We worked with the Dave's Killer Bread management team to set several benchmarks to measure the audience reaction to a six week schedule of :30 second radio spots featuring Dave.

The Solution:
First, we benchmarked the website the week before the ads were scheduled to run. We asked listeners in the ad copy to visit www.daveskillerbread.com to watch a short video produced by the radio station. Listeners could also go to the radio station website to view the video, as well. The video was hosted on Youtube.com.

Second, we created copy for the ad - a spot that would feature Dave touting the benefits of his unique products.

Third, we worked with Shobi Dahl, Dave's nephew and a manager at Nature Bake -- the parent company to Dave's Killer Bread -- to create a web offer for visitors.

We wanted to see the web traffic double from the benchmark we set. But, we also wanted to see bread sales rise, if you'll pardon the pun.

Result:
After reviewing retail sales during the period in which the ad aired, we saw a 21% increase -- no small jump. And while the bread is growing at a healthy clip, this was a larger jump than we had initially anticipated.