PRIMARILY RYE
Primarily Rye is an award winning design and creative strategy firm based in historic Franklin, TN. Our expertise is in developing rich communication solutions that strengthen our clients' brands, exacting a vision that strategically communicates to their audiences. The application of our discipline ranges from brand strategy, visual identity and marketing communications to experiential, web design/development and online marketing. Primarily Rye's creative solutions have been instrumental in shaping corporate communications, inspiring new ways for our clients to bring products to their target audiences and creating competitive impact for our clients in their marketplace.
A NEW TURN FOR TURNING 60
Back in 1949 there didn't exist a rodeo tradition in Franklin, TN. But what started that year as a community fundraising event by the Noon Rotary of Franklin would soon become the longest running rodeo and cowboy extravaganza this side of the Mississippi. And as fans from all over the country pour into Franklin this year to take in the sites and sounds, one thing will remain evident - the more things change, the more we're glad they remain the same. Primarily Rye was hired by the Noon Rotary board of directors to take on this tradition and find an authentic voice for the rodeo's image.
Above: Rodeo advertising and
brand identity pieces.
Above: Rodeo promotional poster.
Tennesseans would probably not consider themselves part and parcel to the cowboy experience and visual trappings of the Wild West, and to this Primarily Rye paid careful attention. At the heart of Tennessee's style is its capital city of Nashville. Its' rich country music heritage has carried itself with a unique feel and essence that is unmistakable, and one that many people from around the world easily identify with. Primarily Rye sought to re-establish this cultural style and return the Franklin Rodeo to whence it came with a letter press look and bold patriotic color scheme. The response from our clients has established our "gold buckle" win of visual communication and authenticity.
POUR ON THE NOIR
Primarily Rye was engaged by the Next Generation Heritage Foundation to take on the promotion materials and advertising of their Second Annual 3 Blind Wines Event. Next Gen, as it's commonly referred to amongst it's patrons and members, is a part of the non-profit Heritage Foundation of Franklin and Williamson County. Its membership is comprised of young professionals from all walks of Williamson County life, ages 21-40. The challenge for this year's event had two significant hurdles for meeting its revenue goals: 1) A sagging economy that had been affecting non-profit donations, sponsorship and early ticket reservations. And 2) No significant marketing materials or identity to promote the event with. While Primarily Rye didn't figure out how to prop up our ailing economy, we did develop some cross channel marketing that helped boost event revenue by a significant margin.
Above: Event promotional poster.
This year it was all about the Pinot Noir, so we went back to the 30's
and 40's noirish film posters for inspiration. Working in an apt quote
from the 19th century French poet Baudelaire and a subtle but poignant
use of braille, Primarily Rye found this stylish approach very fitting
for this year's event.
Working with Lacey Argo from the Next Generation Heritage Foundation board of directors, Primarily Rye developed multiple pieces to be used across a few important marketing channels. Our first priority was to utilize downtown Franklin and other strategic locations within the Franklin/Cool Spring area that receive a high amount of foot traffic. Businesses and high visibility locations within these areas received promotion materials including window posters and check-out area postcards with event details. Nashville's MetroMix publication was also brought into the picture with multiple ads for the event, as well as online banner ads on their website. Graphics were also produced to promote the event at historicfranklin.com and FranklinIs.com. With a healthy e-mail list to utilize, Primarily Rye also developed a custom designed e-blast that the Next Generation Heritage Foundation used to drive ticket sales on their website. The results, well, at over a 1,000% increase in revenue its easy to see why cross-channel marketing is effective in driving results. Matter of fact, according to IAB's Cross-Media Marketing Study - the same marketing dollars, when strategically synchronizing on and offline advertising, can lift awareness by 8 to 34 percent. The lesson, know your audience's behavior and consumption habits, be where they are more likely to find you, provide a compelling brand experience, hire a smart team of experts to bring it all together, and you're more than likely to be uncorking the ROI in your own campaigns.
