What was the scope of their involvement?
One project of note was a marketing campaign for a special event at one of the malls I represented. We rented a number of robotic bugs that the public could interact with for a small fee. I created a multifaceted marketing plan that included digital ads on The Washington Post’s website, and I hired Brand+Aid to work on the creative side.
We also worked together during a shopping center renovation project. This mall had never invested in marketing of any kind, so Brand+Aid started from scratch. They presented three different campaign directions to choose from. From here, we worked on brand positioning, tagline options, print options, email templates, online banner ads, and website development.
Because this mall was located across the street from George Mason University, we also worked with the college. We incorporated branding into the public transit system to attract students, and Brand+Aid also developed a sponsorship idea for the GMU basketball team, setting up an LED display in the team’s arena.
To address the inconvenience caused by the renovation work, Brand+Aid created large-scale signage to inform customers of our long-term plans. These messages were also placed on the website and used in external advertising campaigns.
What is the team composition?
I work with Jeff McElhaney and Shirley Fee Tibbetts. They're the owners and the creative team.
How did you come to work with Brand+Aid?
I first met them during one of my mall projects. One of our third-party contractors brought them on board as the creative element and I was so impressed, I’ve continued to work with them ever since.
How much have you invested with them?
What is the status of this engagement?
We first worked together in 2001 and I continue to reach out to them for any marketing projects.