Portfolio by Services

Carter BloodCare

Overview

This well-established blood bank was in need of new branding and advertising avenues to boost their donor-driven collection process.

Solution

Propel Group designed new branding, focusing on the donor with pictures of real people and real testimonials. Also produced were wraps for mobile units turning them into friendly ‘billboards on wheels.’

Impact

With this less clinical identity, Carter BloodCare is now enjoying being able to provide potential donors with a more approachable, people-oriented atmosphere for giving.

ACH Child and Family Services

Overview

All Church Home for Children came to Propel with over 100 years of experience caring for families and children and an overwhelming amount of negative brand equity. Looking to shed their brand but keep their history, Propel was engaged to help after several unsuccessful adventures by other firms.

Solution

After isolating key attributes, attitudes and history within the organization, Propel proposed a new name, created a new look that would establish ACH in the marketplace and help bring clarity to the services offered. An important part in the process was evaluating their online needs as a growing organization, including an employee “intranet” to keep the organization up-to-date.

Impact

Succeeding where previous firms had not, approval of the new brand was all but unanimous. Propel successfully delivered the entire rebranding effort by January 1, 2010 so that the new year would be a new day for ACH.

Downtown Fort Worth, Inc. (Downtown Fort Worth)

Overview

Downtown Fort Worth, Inc. engaged Propel to come up with a marketing solutions program to drive traffic into downtown Fort Worth to shop, play, dine and live.

Solution

A new distinctive brand was developed around their heritage as well as new graphics for billboards, transit, and street banners.

Impact

In a recent national poll, Downtown Fort Worth was rated as being the 5th fastest growing city in the nation. Sales tax revenues are up.

Neiman Marcus "Last Call"

Overview

This Dallas retail institution, established in 1907, was entering a new realm of moving merchandise and needed a brand creation that set it apart from the well-known store, yet identify it as being an extention of the famous name.

Solution

Propel Group established the brand "Last Call Clearance Center Neiman Marcus" and a branding standards guide to enable this new entity to incorporate uniform graphics and personality to all of its marketing collateral and advertising campaigns.

Impact

"Last Call" has experienced rapid, steady growth throughout the U.S. and continues to use the advertising guidance Propel offered them.

Dallas Mavericks

Overview

New team ownership meant new team identity. Challenges included a short development time frame (6 months vs. 18 months), which was the standard development time for the NBA), multitude of applications to consider, only the second team to develop an identity outside of the NBA.

Solution

An identity was developed with tremendous flexibility and usability. The new logo was designed with several independent layers so that merchandising opportunities could be maximized. New mediums were explored to increase visibility and exposure to the team and individual players. Most recently, the Mavericks gave Propel Group full responsibility for all newspaper ads and online media.

Impact

Development time cut in half, team awareness increased exponentially and sales of merchandise went from $300,000 to $3 million the first season. Since introduction of new identity and marketing materials, season ticket sales have increased with the majority of home games selling out. TV viewership has also increased due to a broadcast awareness campaign that was the first to take full advantage of a little-used ad space on the cover of the sports page.

Logo was voted "best new team logo" after its introduction and continues to receive rave reviews from local fans. Some have even gone so far as to tattoo the logo on their arms and ankles.

The first giant billboard on a downtown Dallas parking garage was designed for the Mavericks and ushered in a new advertising medium to Dallas.

Women of Faith—A Grand New Day

Overview

Each year Thomas Nelson Publishing’s Women of Faith hosts 28-plus conferences around the country—some as large as 40-50,000 attendees. They are top in their class. These Christian based events are promoted via print, direct mail, online websites, and videos. The products division create a series of curriculum studies, products and packaging for all accompanying conference merchandise. Brand cohesiveness for all the needs noted is no small task.

Solution

To facilitate a cohesive campaign theme needed to market this conference successfully—for both pre-conference marketing and onsite merchandising— much, much effort goes into creating a conference style guide which includes all the tools and guidelines necessary to corral and create a cohesive marketing effort—and a strong brand in the marketplace for this most successful endeavor.

Impact

Working with in-house groups, conference themes, color palettes, fonts, graphic elements, campaign imagery all are depicted in detailed graphic style guides are prepared that enable each marketing division to create their deliverables under one cohesive brand. To attend the conference and see the vast amount of tools, merchandise, and messaging all match the pre-conference marketing efforts is overwhelmingly gratifying. This large scale effort that requires expert planning and detail skills fits Propel like a glove.

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