CASE STUDY: CAMPAIGNING WITH THE CANDIDATES: WITH SLIM TIMELINE AND BUDGET, JACKSON SPALDING STUMPS FOR POLITICAL I.Q.

Client:

Political I.Q., a website search tool providing aggregated digitized video content of political news and issues.

Assignment:

Develop branding and visual premiums to help raise awareness, generate business leads and seed consumer interest prior to PR launch. Logo needed to be adaptable for future line extensions.

Strategy/Implementation:

Jackson Spalding was tapped to help this start-up create a visual identity and launch strategy for the national political conventions. Our first deliverable was the company logo, featuring a magnifying glass extension of the “Q” in I.Q. and an American flag in the Q’s interior that can be customized with content-specific visuals as the company expands to other search realms. We selected logo-imprinted premiums that would be sought after by journalists and delegates, allowing us to saturate both conventions and create a buzz that could lead to lucrative deals for Political I.Q. Our giveaways helped us hold our own against Google‘s competitive product backed with big budget events.   Pocket-sized media kits and computer flash drives gave us a reason to chat with the hundreds of journalists in attendance. Lightweight Frisbees, originally intended as take-home items for delegates, quickly morphed into hand fans in the intense summer heat. We also created donkey- and elephant-shaped trading pins that became collectibles and conversation-starters as our team networked the crowds.

Results:

A five-person street team distributed these tools to spread the word about Political I.Q. The Frisbees attracted crowds and gave us ubiquitous and priceless logo exposure when used as hand-fans. Pins led to elevator connections with high-level business leads such as Lexis-Nexis and Reuters. When we arrived at the Republication convention we had instant credibility with the media who had attended the Democratic convention.