Park Howell, president of Park&Co, a full service agency that specializes in environmental marketing, provides a successful promotional campaign example for how he built awareness for his agency … by promoting its competition.
Arizona is trying to heal the P.R. black eye and business boycott created by its strict illegal immigration bill SB1070. Among other issues, the state is also battling a historic state deficit, lack of investment in education and nearly 10 percent unemployment. As one solution, Park and his agency launched a ‘Buy Local Advertising Campaign.’
“I was honored earlier this year by being named Ad Person of the Year, by the American Advertising Federation of Metro Phoenix. I thought with the recognition came some modicum of accountability for our industry.
So as we close 2010, our agency wanted to take one last stand for the local advertising industry and encourage all of you Arizona companies that are spending your dollars in other markets with other agencies and production companies, to at least consider including local creative companies on your bid list for 2011. And seriously consider the impact your spending can have on your neighbors right here at home, versus spreading your important dollars abroad.” Park Howell
With the philosophy that “a rising tide lifts all boats”, Park&Co is encouraging AZ companies in need of an advertising agency, to give a first look to Arizona ad agencies and also reminding them that for every $100 spend for goods and services at a locally owned business, $73 remained in the AZ economy.
From Park & Co’s Extra Cut Blog:
You buy your lettuce locally. Why not your marketing?
“You buy local produce, seek out locally owned stores, and drink local wines. So why go to other markets like L.A. for your advertising? Phoenix agencies offer a wealth of talent, from brand strategy and development to internationally award-winning creative, as well as innovative interactive campaigns and Hollywood-caliber film and video production. And you don’t have to look far …
… So, if you want to buy your maple syrup out of state, that’s fine by us. But if its business-building brand strategy and creative you’re looking for, we encourage you to shop locally by visiting parkandco.com/azagencies. And no worries if you pick another local firm over us. Just tell them Park&Co sent you.”
Park&Co have enlisted support and generated buzz for the campaign through its blog, social media network, email and with print. Check out their campaign through the following links:
- About the madness behind the “Buy Local” campaign: http://bit.ly/h7bN7v
- The web and interactive ad: http://bit.ly/fBeyF6
- Why would an ad agency promote its competition?
- Your location for talented film and video companies starts in Arizona
- You buy your lettuce locally. Why not your marketing?
- @parkandco Buying your web out of L.A. is like sourcing your prickly pear jam in N.J. ExtraCuts http://bit.ly/fBeyF6
- Flashpoint Newsletter: http://parkandco.com/_newsletters/flashpoint/2010-12/
- Arizona Ad Agencies’ Landing Page: http://parkandco.com/azagencies/
Results thus far: Park shared with me that the response to their campaign was 95% positive and within the first couple of weeks of the campaign’s launch his agency had received an opportunity to pitch for new business, a direct result of the Buy Local campaign. By the 4th week of the campaign they had secured 5 new business calls, 3 of them in one day.
Posted by Michael Gass 
