Full-service creative agency Orange Element hosted a reception to welcome friends, clients and the regional business community to the firm’s new Harbor East offices and to celebrate their 14th anniversary.
“It was truly an honor seeing old friends and new connections in one place,” said Orange Element Principal Aaron Moore. In October, the agency moved from Fells Point to the historic Bagby Furniture Company building, which earned a spot on the National Register of Historic Places in 1998.
Well over 100 guests attended the event that featured live entertainment and signature orange cocktails as well as beer from Orange Element client Monument City Brewing Company.
Pictured, above, are Harley Flack, founding partner, Interprise Partners; Aaron Moore (center) and Christian Johansson, president, Laureate Partners, and former Secretary of the Maryland Department of Business and Economic Development (DBED).
Orange Element staffers at the event, pictured on the left, included Jessica Langley, designer; Kuoting Lian, senior designer; Nicolette Cornelius, associate design director; and Caroline Torba, PE, director of operations.
Also, in the photo to the right, Hannah Spurrier, content developer; Nicolette Cornelius; and Kendall Kiernan, designer.
Orange Element, a Capitol Communicator sponsor, provides integrated design & communications services for companies that want to make a clear connection between an audience and a brand.
Baltimore’s TBC, Inc. is behind the new double entendre television and digital advertising campaign for ZIPS Dry Cleaners, ranked 2017’s No. 1 franchise in the Dry Cleaning & Laundry Services category by Entrepreneur magazine.
According to a release, while ZIPS has traditionally been known for its low prices, the new campaign highlights the equally crucial aspect of the retailer’s value equation – quality. The tagline is a double entendre reflecting both the value pricing and quality service offered by ZIPS. Conceptualized through research indicating that customers are no longer drawn to low prices alone, “The Real Deal” marries messages of affordability and quality to encourage new customers to experience ZIPS, that will dry clean any garment from t-shirts and jeans to dresses and tuxedos, for just $2.29, less than half the national average for dry cleaning.
“We’ve found that today’s consumers have a difficult time believing that a trusted dry cleaning service is available at such a low price point that we offer,” said ZIPS Dry Cleaners CEO Reid Bechtle. “Our objective with this campaign is to overcome these perceptions with clever, memorable ads that assure current and prospective clients that their items are in good hands.”
To bring ZIPS’ message to life, TBC, Inc., utilized a number of creative and promotional tactics that will run throughout Baltimore and the Washington D.C. Metro Area. Television spots will show jitterbug dancers twirling through a variety of outfits from casual clothing to formal wear, reflecting the broad array of garments that ZIPS can accommodate.
The spots feature an original jingle from New York-based Crushing Music and famed producer Joey Levine, who is credited with Pepsi’s “The Joy of Cola,” Chevy’s “Heartbeat of America” and Anheuser-Busch’s “This Bud’s for You,” among others. The campaign will also include billboards, Facebook and Pandora advertisements, Metrorail posters across the WMATA and VRE, as well as Google Sponsored Promotions through Gmail.
“ZIPS is uniquely positioned to disrupt the dry cleaning market by delivering the same service as more expensive cleaners at a price that their competitors cannot match,” said TBC, Inc. Chief Creative Officer Allan Charles. “This is how we defined ‘The Real Deal’ throughout the campaign; a true value for savvy consumers that are not willing compromise on either price or quality.”
— Compiled by Capitol Communicator Baltimore Editor Jeffrey Davis, APR of the Baltimore office of PR and strategic communications firm Van Eperen.
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