Work Provided: Photography Art Direction
Over the past decade we’ve had the pleasure of working with Neyenesch Printers on a number of projects (theirs and ours). Founded in 1899, still family owned and operated, Neyenesch Printers asked us to help develop two community outreach campaigns (see below) and to assist them with their communication strategy as they transitioned their operations during the corona virus pandemic.
As a qualified essential business, Neyenesch Printers understood the challenging times ahead and the importance of remaining open to provide needed services all while ensuring a safe work environment for their employees. Our first initiative was to help create the company’s COVID response, delivered by email, to all Neyenesch Printer’s clients and distribution partners. It outlined the safety protocols that they’d follow to protect their employees, supply chain, and customers. We then kicked off the community outreach campaigns.
Love Your City Campaign (May-June 2020)
As most quarantined at home, the ‘Love Your City’ campaign aimed to spread positivity and remind people of the larger community that they belong to. Once the campaign direction and deliverables were solidified, the project momentum picked up. As the content and landing page were in development, Yomar Augusto, a local designer and artist, created a set of three limited-edition posters, featuring his custom typography overlaid on old San Diego map images. Utilizing social media and email, we drove user traffic to the website landing page that we created. Neyenesch Printers collected the user inquiries and doing what they do best—delivered, high-quality printing, giving away over 300 poster sets and encouraged donations to support the San Diego Food Bank.
“We got people to dream about all of the things they miss and can’t wait to explore once San Diego re-opens”. ~ Steve Burke, VP of Marketing
Gratitude Is Essential Campaign (Dec 2020-Jan 2021)
Neyenesch Printers may be an essential CA business, but they know that they didn’t come this far alone. The support of their clients, partners, staff, and community are all essential components to their success. To commemorate these relationships and the more than 120 years of service, Neyenesch Printers wanted to produce a high-quality printed piece that would be given out as a gift.
We conceptualized a set of six uniquely designed greeting cards that captured the essence of the campaign directive, to demonstrate that ‘Gratitude is Essential’. Unique digital printing techniques were applied that included: Opaque White, Dimensional Clear Coatings, and Metallic Clear Coatings, and all cards were wrapped up in a custom die-cut package. To further elevate the impact of the campaign, we asked local designers Allan Manzano and Michael Osborne to collaborate. They are the creative duo behind the ‘I Am Essential’ mask initiative that launched in the early months of the pandemic, to give needed face masks to essential workers throughout San Diego County and the region. There contribution added that extra special touch to the collection and more importantly, we came together to support each-other. As with the first campaign, Neyenesch Printers donated to the San Diego Food Bank along with encouraging others to give as well.
“At its heart, ‘Gratitude is Essential’ is about supporting the community that supports us. With this effort, we’re expressing our gratitude for people and causes we care about.” ~ Kandy Neyenesch, CFO/Owner
CAMPAIGN HIGHLIGHTS
Each campaign ran for approx. 36 days. Neyenesch Printers experienced a bump of 600 users on the website to over 1,500 users, which is an increase in traffic of approx. 135%. They gained over 70 new Instagram followers and Story Analytics increased by an additional 2,000+ impressions (profile visits, website clicks, and replies).
MHC TEAM
Marc Hedges (creative director, design, & project management)
Angela & Cris Noble (WordPress development)
Jana Dennison (content dev/writer & social implementation – Love Your City)
Beth Geraci (content dev/writer – Gratitude is Essential)
Contributing Artist:
Yomar Augusto (Love Your City)
Allan Manzano (Gratitude is Essential)
Michael Osborne (Gratitude is Essential)
