Press Release briefing @page { size: 8.5in 11in; margin: 0.79in } P { margin-bottom: 0.08in } One of FusionDesign’s longstanding clients, Buccaneers, has renewed their commitment to the brand design agency and launched the 2008/2009 “Stepping Stones to Growth” campaign through all leading retail outlets and schools around the country.
The back to school drive started earlier this season as retailers displayed their school clothes and accessories in December ahead of the normal schedule. Over the holidays it was commonplace to walk down the aisle of your local store and find tinsel displayed on your right and school stationery on your left. As retailers around the world worked hard to alleviate the pressure being experienced as a result of slowed consumer spending, consumers were largely expected to be more conservative in their Christmas shopping and to counteract some of this effect on the retailers the school displays were given upfront prominence.
Says Carmen Lerm, FusionDesign CEO, “During 2008 we worked hard behind the scenes on refining the Buccaneers brand strategy, we invested heavily in consumer research and testing of both products and creative design to ensure we maximized the positioning of the Buccaneers school shoe to further entrench its brand value and to deliver on sales forecasts. Our research resulted in new shoe styles being developed to meet the changing needs and image consciousness of the school children, a funky new creative campaign directed at this same target group as well as a more educational and responsible campaign directed at teachers and schools”
“As consumers continue to feel the pinch of the current economic climate and a number of cheaper ‘no-name-brands’ hit the shelves it was important for us to get the message through that cheap purchases are not always quality purchases and that school shoes are an important investment in a child’s growth & development,” comments Lerm. The SA Podiatry Association recommends that teachers start playing a more active role in promoting good foot health and as a result the campaign conceptualized and implemented by FusionDesign, consisted of a number of educational and interactive tools that were provided to Grade R teachers to assist them in their education role.
“We also worked a lot more closely with the retailers directly”, adds Lerm, “who are more intent than ever before on differentiating themselves from their competitors. They looked to FusionDesign to deliver creative and innovative display mechanisms that can be branded as well as eye-catching point of sale material and packaging to encourage more foot traffic into their stores. This is also the first year that we’ve embarked on a full service campaign including television advertising to surround the customer experience.”
“The ‘Stepping Stones to Growth’ has already received positive feedback from teachers and parents alike. Once again FusionDesign has met the brief and exceeded expectations. We have a solid partnership with FusionDesign who we see as an extension to the company and brand ambassadors in every sense of the word,” comments Paul Issa, MD of Buccaneers, “We started the company as a family business in 1905, and continue to contributes to the local economy by employing over 300 staff in the Western Cape and by sourcing local raw materials. Considering all this we can’t rest on our laurels and it’s important that we continue to invest in research and marketing to grow our brand, customer reach and revenue opportunities.”
In addition to the marketing campaign and brand activations, FusionDesign are also responsible for the Buccaneers CSI initiative “Treats for Little Feet”. Over 1250 pairs of shoes have been donated by Buccaneers and received by the Aids Resource Centre (ARC) to be distributed to children and parents in the communities that really need them. “FusionDesign is proud to once again be contributing to ARC. We know that the shoes will be distributed fairly and are hoping this initiative will gain momentum and become an annual drive,” concludes Lerm
This is just a simple example of how two proudly South African companies are choosing to make a difference this year.
