Philly Ad Club & Woodrow Wilson Middle School

July 17, 2017 at 5:09 pm

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Partnering with the Philly Ad Club Teens Program since September, Mike Licata, Brianna Minko and Andrea McKeffery have been spending one day a month as volunteers at Woodrow Wilson Middle School.

The Munroe group began each class teaching the students about the exciting world of advertising, starting with learning the basics of a brand, types of advertising and the many career possibilities.

“Coming in day one was a bit intimidating. Our students, at first, were a bit reluctant to participate and we spent too much time lecturing them. But we realized if we let them speak, they loved sharing their (great) ideas and they were really inspiring. And if all else fails, bring in munchkins!” – Brianna Minko

After we set a solid foundation and understanding of the industry, we challenged the students to develop creative for a billboard that sold their school.

The student’s billboards and ideas were so inspiring, we asked them to take it a step further and develop a 30 second TV spot. Through this experience, the students developed a tagline “Together we create the future,” a storyboard and script.

To bring their vision to life, we partnered with Clay Hereth the founder of a local production/film company and spent a full day in the school filming. The students led the entire initiative, from planning the day and confirming locations, to starring in the film.

Following a film preview at the school, the students and Munroe team took the short journey to the Philadelphia School District to share their experience and present the film in front of eight other participating schools.

About Philly Ad Club Teens

The Philly Ad Club Educational Foundation TEENS Program is in partnership with the School District of Philadelphia where more than 65 volunteers from the professional ranks within the Greater Philadelphia Communications Industry conduct class sessions with students each month from September through June. Specific schools are selected in the summer of each year and teams are formed with volunteers who prepare lesson plans to be used throughout the upcoming school year. The students impacted are on track for completing both high school and college.

If you are interested in being a mentor for this program contact Office@phillyadclub.com with a “Yes for TEENS” message.

Young Scholars Charter School Lunch & Learn

June 20, 2017 at 9:53 am


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If there’s one thing we love more than lunch, it’s learning from the bright and brilliant minds of the future! On June 2, 2017, Munroe Creative Partners had the pleasure of hosting a “Lunch & Learn” for 21 Young Scholar Charter School students. We couldn’t pass up the opportunity to give back to the Philadelphia community by donating our time to share our experiences and expertise in the fast and growing field of branding and advertising.

During this two-hour session, Judy Munroe (President & Founder), Michael Licata (Chief Creative Officer), Brianna Minko (Project Manager), Andrea McKeffery (Project Coordinator) and Carolyn Billey (Accounting Manager) helped the students explore the wonderful world of advertising and the many career paths it offers. These creative students heard from self-made experts in their fields, who achieved both their professional and entrepreneurial dreams. The Munroe team also challenged the students’ advertising knowledge by discussing the types of advertising they see in their daily lives including print, digital and broadcasting.

We also had a sweet surprise guest! Steven Dorecelien, founder of Bright Yellow Creamery in West Philadelphia, was invited to share his entrepreneurial success story. Lucky for our students, he also needed volunteers to help taste-test his latest ice cream flavor – Lemon and Honey!

To conclude the event, Munroe unveiled the new branding for the Young Scholars Charter School, including a logo, tagline and positioning statement. Check out the new brand here!

We had a blast hosting these young, gifted students in our office and encouraging them to dream big when it comes achieving their goals. We hope to be a source of inspiration and a shining example that with hard work, dedication and true Philly grit, your dreams can come true. We look forward to hosting another event in the future!

New Work: Reel Fish Coastal Kitchen & Bar Brand Development

March 27, 2017 at 3:36 pm

 
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One fish, two fish, red fish, Reel Fish.

With a 25-year track record of developing successful restaurant concepts nationwide, owner and restaurateur Fred Thimm sought help in creating the initial branding for his latest eatery–Reel Fish Coastal Kitchen & Bar.

A contemporary version of a traditional Southern “fish camp,” Reel Fish delivers fresh, seasonal fish sustainably sourced from the Atlantic Ocean and Gulf of Mexico. Always up for a challenge, Munroe jumped at the opportunity to bring this modern spin on a downhome classic to life.

Already well aware of our work on refreshing the brand experience of the iconic Hard Rock Café, as well as our experience in creating brand identities for Copeland’s, The Palm and Stoney River steakhouse, Fred knew of the type of expertise and attention to detail Munroe would reel in to this project.

To capture the authenticity of a “fish camp” while also elevating the dining experience, we developed a simple brand identity that embodied the feeling of a relaxed, yet passionate, coastal restaurant.

Serving as the foundation for all accompanying touchpoints, this framework allowed us to create a cohesive brand experience–from the menus, coasters, and signage to the interior experience, including a feature mural in the dining room.

Each component of the creative was designed to capture the friendly, approachable nature of the restaurant while communicating the freshness and quality of the food and drink. The tonality of the messaging stayed true to the fun, free and casual atmosphere of dining seaside.

To further strengthen the brand and raise awareness of this new restaurant concept, we created a responsive website with integrated reservation functionality. By creating a bold, seamless online experience in tandem with other deliverables, the Reel Fish brand promise was truly brought to life.

In the end, we brought the essence of a traditional Southern “fish camp” into the 21st century while bringing the client’s vision to life. Needless to say, we had a whale of a time.

New Work: NewCourtland Senior Services

September 28, 2016 at 1:15 pm

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An organization with roots reaching back all the way to the Civil War; NewCourtland was formed in 1995 after the sale of Presbyterian Hospital to the Hospital of the University of Pennsylvania health system, with a mission to serve the changing health needs of seniors.

After nearly two decades of expansion and the establishment of education and scholarship programs in an ever-evolving healthcare landscape, NewCourtland wanted to communicate to seniors, their families and the community that it is an organization that offers services beyond those found in traditional nursing homes. It helps seniors “age in place,” so that they may live as independently as possible, for as long as possible.

Working closely with the leadership team at NewCourtland, Munroe developed a 20th anniversary campaign to help them celebrate and recognize all of their incredible achievements over the past two decades.

The campaign included a 20th anniversary logo and tagline, a series of posters, an interactive microsite named “Touchstones” and a celebratory event. The Touchstones microsite chronicled the organization’s great history and milestones, internal and external communications, and culminated in a high-profile event with an interactive 20th anniversary exhibition.

 

New Work: QuickChek 2016 Summer Campaign

September 15, 2016 at 3:54 pm

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A leading fresh convenience retailer serving the Central New Jersey and Metro New York communities, QuickChek is known for fresh food, award-winning coffee, quality fuel and friendly people. Serving as their agency of record, Munroe Creative Partners develops strategic promotions and creative across all customer-facing touch points, including out-of-home, point-of-sale, digital and social media.

With a three-year history of celebrating the official start and close to summer (Memorial Day Weekend and Labor Day Weekend) with an irresistible sub offer, Munroe identified a significant opportunity to connect the two sub promotions with a larger campaign that could drive sales and build the brand simultaneously.

We set out to own the summer beginning with our overarching campaign mantra: “Summer Brought to You by QuickChek.” Leveraging traditional, digital, mobile app and social media, as well as the in-store experience, we positioned QuickChek’s fresh convenience, handcrafted subs, smoothies and more, as essential elements of summer.

To drive foot traffic and sales, while building brand awareness and engagement, especially among an increasingly important millennial customer profile, we developed special mobile app and digital promotions that spanned the 14-week period. These offers targeted our customers’ desire for personalized, app-based offers and loyalty rewards.

A custom microsite, QCSummerRocks.com, featured a giveaway offering prizes, fan favorite, signature and new menu recipes, and a fun “What kind of Smoothie Are You” quiz to playfully and authentically raise awareness of QuickChek’s handcrafted smoothie offering.

The campaign was a success, despite industry-wide declines in foot traffic and sales for Quick Service Restaurants (QSRs).

Click here to view the full case study.

New Work: QuickChek Balloon Festival

August 15, 2016 at 3:52 pm

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A leading fresh convenience retailer serving the Central New Jersey and Metro New York communities, QuickChek is known for fresh and delicious subs, salads and sandwiches, award-winning coffee, quality fuel and friendly people. Serving as their agency of record, Munroe Creative Partners develops strategic promotions and creative across all customer-facing touch points, including out-of-home, point-of-sale, digital and social media.

Title sponsor of the QuickChek NJ Festival of Ballooning for more than 20 years, QuickChek tasked Munroe with extending their brand presence across the festival and creating opportunities for authentic engagement and interaction across social media

Munroe conceptualized a self-guided interactive photo scavenger hunt that engaged attendees in a playful way. Five QuickChek-branded “cut-outs” were designed and placed in high-traffic areas around the festival grounds. Attendees were enticed to take photographs with the cut-outs and share them on social media, which made them eligible to receive coupons for QuickChek products and entered them to win a $50 QuickChek gift card, driving additional traffic to stores after the festival.

This interactive element successfully increased QuickChek’s branding across the festival in a way that was authentic, while simultaneously supporting the brand pillars of quality, fresh, delicious food and commitment to community.

The festival cut-outs and scavenger hunt complemented the enhanced store and hospitality tent branding, which featured larger-than-life product photography and appetite-inducing directional messaging to help festival-goers navigate the QuickChek experience.

Click here to view the full case study.

M(u/o)nroe is influencing everyone!

May 18, 2016 at 9:54 am


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As the unofficial mascot for Munroe Creative Partners, Marilyn Monroe serves as more than a reminder of our homophonic namesake. Her lasting popularity fittingly reflects the attributes of timeless branding, (along with Judy’s enduring belief that blondes have more fun!)

Monroe’s far-reaching impact is most recently evidenced by the forthcoming façade of Two Penn Plaza, a 32-floor office complex adjacent to Penn Station. The high-rise’s fresh facelift was inspired by a memorable moment from “The Seven Year Itch.” In the film, Monroe is famously portrayed in a billowing white dress, upheaved by the gust from a subway grate. In addition to adorning the walls of dorm rooms across America, that iconic depiction will soon be immortalized in curvaceous panels of glass that appear to defy the laws of gravity.

Just a 10-minute walk from our office in SoHo, the entryway is planned to be 85-feet high, with 65 feet extending into the sidewalk, giving Seventh Avenue onlookers endless opportunities to be astonished by the whimsical structure and reminded of its inspiration. CEO of Vornado Reality Trust and owner of Two Penn Plaza, Steve Roth, believes that his building’s new addition will not only serve as an entryway, but also a landmark, destined to “become world famous and a symbol of New York.”

Like the memory of Marilyn, we feel subtly honored by this development, which is evocative of our connections to the blonde beauty we celebrate and an industry we love—real estate. Munroe Creative Partners has been lucky enough to develop work on behalf of numerous architectural wonders, including Philadelphia’s 500 Walnut and 211 Mount Airy Road. Both buildings bare structural similarities to Two Penn Plaza, as they are largely composed of the same medium: Panels of gleaming glass. Somehow, it is the properties of glass that add immediate notoriety to these buildings. And if their esteemed positioning serves as any indicator, Two Penn Plaza is poised to influence real estate enthusiasts, Marilyn Monroe fans and, of course, Munroe Creative Partners, for many years to come!

New Work: General Building Contractor’s Association (GBCA) 125th Anniversary Campaign

December 7, 2015 at 11:38 am

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One of America’s oldest trade associations, General Building Contractors Association (GBCA), advances commercial construction in the Philadelphia region by serving as a powerful voice, an industry watchdog and a critical resource. GBCA provides proven advocacy, networking opportunities, safety services, and education and training programs for their 300+ member companies.

After a successful launch of their website, GBCA looked to Munroe Creative to help them find ways to leverage their 125th Anniversary to increase awareness of their organization in Philadelphia, as well as to boost membership.

In addition to creating a 125th Anniversary mark that seamlessly locked up with their existing logo, we developed a print and digital ad campaign featuring the names of GBCA members to celebrate those companies that helped the organization thrive for the past several decades. To support this campaign, we also developed a new tagline, “The Standard of Building Excellence,” which speaks to the high standard that both GBCA and their member companies have set for Philadelphia’s commercial contractors.

Our team worked closely with GBCA to put together a Philadelphia-centric media buy that included a diverse mix of radio, transit (bus wraps, bus shelters), outdoor (street banners), print and digital placements. Some guerilla tactics were also employed, including graphic wrapping of GBCA’s safety vehicle and branded coffee sleeves placed at heavily trafficked independent coffee shops throughout Center City, Philadelphia.

The GBCA celebratory anniversary campaign, supported by a strategic, localized media buy and new membership collateral, helped bring the organization to the next level and increase memberships for that year and beyond.

Nifty Shades of Munroe…

July 1, 2015 at 4:46 pm

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New Work: GE Water & Process Technologies

June 23, 2015 at 9:22 am

 

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Chances are, anyone unfamiliar with Thomas Edison’s greatest commercial enterprise, General Electric (GE), is quite literally living in the dark. Needless to say, when the global brand sought out a digital advertising solution from Munroe Creative Partners, we were electrified. What’s more, our joy bubbled over when we learned that beer was involved!

Aiming to share its ecological and economical brewing innovations with America’s fast-growing beer industry, GE Water & Process Technologies, a division of GE Power & Water, tasked us with creating an engaging message to target 150 of the nation’s largest breweries. While brand adherence was paramount, we also knew that our solution would need to be as fun and fresh as its targeted market.

After researching GE’s technology and deliberating over countless executions, we opted to create animated flash ads capitalizing on the multiplicity and sex appeal of America’s most loved alcoholic beverage. Our animation cycles through tantalizing photographs, depicting an assortment of beers served in appropriately distinct glassware. The messaging simply provides captions for each beer image and prompts potential customers to learn how “GE helps brewers brew more, by wasting less.”

By pairing such audience-appropriate imagery with recognizable brand attributes, we delivered a finished product that achieved our client’s objective of communicating the broad potential of GE Water & Process Technologies. Furthermore, in creating a visually irresistible solution, we surpassed expectations by proving that a traditional brand can be refreshingly appealing.