Research, creativity, and targeted execution equals great Union marketing

Challenge

When a New Jersey manufacturer of tee shirts, caps, and sweats decided they wanted to market to trade unions, they relied upon MZInc’s expertise to reach their target audience. The client specialized in customizing their durable caps and clothing with the emblems and logos of organizations from companies to sports teams. MZInc was charged with creating marketing materials that would appeal to trade unions as a way of promoting team spirit, loyalty, and recognition.

Solution and Results

After thorough research, MZInc discovered that a strong visual association would be highly effective in impacting union members and grabbing their attention. To this effect, MZInc went on site to a meat packing facility in New York and took shots of female models posing with union members on the job. The attention grabbing visuals of strength and beauty used in the direct mailers were enough to attract the decision makers’ attention; the benefits spelled out in the brochures were enough to make many to order. This is a prime example of how research, creativity, and targeted direct mailing added up to major sales for MZInc’s client.

photography by Ike Karnick