Worth Higgins
1. Discovery
Worth Higgins is a high quality commercial printer that continues to expand its facilities and innovate. With a design savvy audience they need unique ways to announce their newest equipment and capabilities that will stand out from the traditional “We just added a new press” mailers that are common in the industry.
2. Strategy
Focus on the equity of the company name “Worth” by using it as an adjective to develop a sophisticated and contemporary brand. Create a series of direct mail pieces that primarily function as a gift worth keeping while subtly demonstrating the company’s abilities.
3. Execution
To announce a new large format press that was not yet operational, our solution was to photograph a series of familiar Virginia landmarks in unexpected ways. These images were collected in a keepsake booklet called “Worth Seeing” to demonstrate their already impressive printing capabilities. The final page announced the new press and offered a choice of the images as 40” posters suitable for framing. Subsequent announcements also leveraged the Worth name.
4. Evaluation
The most successful branding campaign in Worth Higgins’ history has positioned them as a quality printer worth considering.