Bringing Brands and People Together for the Greater Good.
Objective| To refresh their image; develop new marketing and creative assets; develop brand extensions through licensing; align them with new, more relevant sponsors that will help elevate the brand. The goal was to appeal to a wider audience and generate new revenue streams for the organization.
Need| In order to continue their mission as the #1 scholarship giver to young women, the Miss America Organization relied solely on sponsors to help fund their cause. However, in order to expand their presence and reputation, the organization needed a more innovative approach to draw interested sponsors to their brand. A revitalized, more contemporary image, along with an effective brand strategy is what we believe was needed to appeal to new partners.
Solution| Within a year, our brand strategy secured key licenses, along with several new sponsorship partners.
These partnerships included a major apparel brand and retailer that resulted in a financial and category sponsor for the Miss America organization.