Brick Red Handle Campaign
MARSHALLTOWN - Marshalltown, IA
MARSHALLTOWN's iconic brick trowels became an industry standard
The "Look for the Brick Red Handle" campaign was implemented to tap into the brand loyalty surrounding MARSHALLTOWN's signature brick red handles on all of their professional grade tools. I got the idea for the campaign from the inside cover of the latest full line catalog I helped layout and design.
SpecMix Bricklayer 500 Magazine Advertising
Prior to the World of Concrete 2017, I created a series of advertisements in conjunction with MARSHALLTOWN's "Look for the Brick Red Handle" campaign. The iconic brick trowels were given out during the Bricklayer 500 competition at the World of Concrete tradeshow in Las Vegas.
Created web banner ads hosted on the SpecMix Bricklayer 500 website for the MARSHALLTOWN bio page as well as an interruption ad on the official blog.
Social Media Graphics
A major aspect of the campaign that made it successful was the consistency of content flowing through the social media channels, the reach and effectiveness of each post, and the brand loyalty and awareness that resulted.
As a graphic designer, I conceptualized the social media marketing for the campaign, created the graphics for each post, and planned out the posting schedule for each photo and cover photo. After a few weeks the results of the campaign were ready to be analyzed and presented to the marketing team.
Insights & Analytics
The last step was reviewing the results of the campaign. This included using Facebook Insights to monitor what kind of feedback the campaign was receiving with both organic and paid ads. Using this information, I was able to determine which description copy was the most effective for engagement as well as brand perception among the industry.
This campaign was a success and the content received the highest engagement rates since the page had been created.
The original artwork that sparked the creation of the "Look for the Brick Red Handle" campaign
Developed a consistent theme and layout templates for each social media platform
The campaign included photos of contractors using MARSHALLTOWN tools
Directed a series of photoshoots for social media channels, in this case targeted towards drywall installers